LeEco, a Chinese conglomerate, which is into a host of services like content, handset, TV and electric driverless car, has lined up aggressive market expansion plans for India to expand its business and overthrow other Chinese handset makers operating here by virtue of offering wholesome entertainment on affordable devices, with an aim to win customers. LeEco, formerly known as Letv, entered Indian market earlier this year with two devices, namely Le 1s and Le Max, which were sold exclusively on Flipkart. On Tuesday, the company rolled out its ‘ecosystem membership programme’ in India by offering handsets which are bundled with content, storage and services, together at affordable prices.
As part of its overall package, LeEco introduced a handset called Le 1s Eco, which will access content provided by the company through its tie-ups with several Indian content providers. The first flash sale of the package, which includes the new device at a price of INR 9,999, will be on Flipkart on May 12, 2016. For content, LeEco has tied up with Indian companies like, Eros Now for movies on demand, with YuppTV for accessing TV channels live and with Hungama for music. William Lee, the Content VP of LeEco, APAC (Asia Pacific), on the occasion said, LeEco is the sole company that delivers a membership programme which integrates terminals, clouds and applications in India.
He added that Indian customers can enjoy more than 2,000 movie titles spread over 100 TV channels, and almost 2.5 million music tracks under the LeEco membership. Besides that, the company will also provide more than 50 live online concerts from around the world, which will stream directly to the members. The company, which is selling mobile phones at low costs, is aiming to make money from content. Thus the finances are expected to remain balanced. In 2015, the company reported global membership revenue of approximately $ 417 million, which is all set to grow with the company’s expansion into the Indian market.
