Lava Mobile's Deal with National Geographic Channel: What Next?*

Abstract:

In 2010, one of the Indian mobile handset brands, Lava International Limited, entered into a deal with National Geographic Channel, a popular US TV channel telecasting various non-fictional programs. This deal would enable Lava phone users to access not only the content of NGC but also the channel’s various applications such as ringtones and wallpapers. However, industry experts were skeptical about the longevity and sustainability of this deal.

Issues: » Growth Strategy. » Strategic Alliances. Introduction India-based mobile phone company, Lava International Limited (Lava), which launched operations in 2009, had grown to become an important player in the country's mobile handset market within a year of its inception. The company's main focus was on the key aspects of pricing, supply chain, and product development. Further, it also addressed certain customer requirements such as dual SIM, battery performance, etc., and had emerged as one of the fastest growing brands in the average price selling category...

Questions for Discussion:

1. Critically analyze the alliance that Lava entered into with National Geographic Channel.
2. How do you think this deal between Lava and NGC will contribute to Lava’s growth? What is the benefit for NGC?

Key words:
Strategic alliance, National Geographic, Lava mobile, deal, partnership, handsets, mobile phones

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