Within just two years of inception, Symphony achieved the market leader position and since 2011, the brand is holding the title for being the ‘Number 1 handset brand’ in Bangladesh till today. Even just a few years back, the mobile device industry was mostly driven by Nokia, a few other international players and a huge segment of illegally imported brands.
Competitive pricing strategy, adaptation of cutting-edge innovation and the largest nationwide distribution of over 17,000 outlets have contributed behind the success of Symphony. At the moment, the brand holds 29% of total market share and 23% of the smartphone market share in the country.
To offer the essence of the latest technological innovation at an economical price, Symphony has generally directed its communications towards the youngsters and the aspiring middle-income youth. Symphony has thereby positioned itself uniquely as the general people’s local brand, a trait which even its international competitors cannot shake.