Case Study

Topics: Mobile phone, Push-button telephone, Smartphone Pages: 2 (365 words) Published: May 4, 2013
The Cherry Mobile Story: How the New Player Changed the Game

Cherry Mobile’s astonishing rise to prominence has revolutionized the local telecommunications scene through its top-of-the-line and ground-breaking products with true Dual SIM capabilities. What started in 2009 as a mobile phone brand with only four units to showcase has swiftly overtaken its rivals in the entry-level market and is now considered a game changer in the industry. In just a span of three years, Cherry Mobile now carries more than 100 handsets, making it the leading Dual SIM brand in the country. The Beginnings

In 2010, Cherry Mobile upstaged some of the country’s IT giants in the 3rd CyberPress Awards when it was voted as IT Company of the Year. Cherry Mobile’s astonishing rise to prominence in the local mobile-phone market impressed IT journalists who also took note of the company’s unconventional marketing strategy.

2009 marked Cherry Mobile’s commitment to become the top value-for-money mobile phone in the country. In its first year, Cherry Mobile CEO Maynard Ngu envisioned Cherry Mobile to become the brand that has “Everything for Everyone,” providing handsets that cater to different age groups and match different lifestyles.

It was a dream that became a reality. So big it captivated the market and rocked its competitors - the telecommunications bigwigs. In 2010, barely two years after it started, Cherry Mobile was voted IT Company of the Year in the 3rd CyberPress Awards, upstaging some of the country’s technology giants.

True to its promise of bringing products that are comparable to high-end devices at affordable prices, the company continuously expands its product range--from feature phones to smartphones.

The stylish and cool designs of the Cherry Mobile P1 and P3 are for the kids and kids at heart. For the oldies, the L6 is the perfect choice with its extra-large keypads and SOS key. Meanwhile, the X90, with its kikay and swivel design, is the perfect match for...
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