Everyone seems to cash in on the yuva (youth) brigade in India. Here’s quite an exciting device that is targeting the right nerve of the Indian youth with its fun-loving lingo package. Keeping this in view and to make a dent into the entry-level cellphone market, Motorola has announced the launch its latest entry-level “Indian-culture embedded mobile phone”, MotoYuva W180 in India.

“MotoYuva W180” is primarily targeted at the Indian youth. The device would incorporate an in-built dictionary comprising of around 30,000 Hindi language words that would prompt the user with Hinglish terms the moment he/she keys in the first couple of letters of the alphabet. This dictionary will have words that are commonly used by the modern-day youth of India, making it simpler for them to converse in an easier manner.

The unique feature incorporated on this handset is the dual Hindi-English mode keypads for flawless messaging. Besides, a Hindu calendar replete with data such as festivals, holidays, nakshatras, sunrise and sunset time, yoga, karan and ‘tithi’ come built in with the phone.

For designing this software for ensuring authenticity as well as taking help for the format, Motorola has even consulted astrologers.

While cellphone makers are battling it out for a slice of the youth pie by customising their offerings for GenNext, Motorola seems to have just fired its first salvo. The features of the phone reflect Indian reality. Handset makers are looking at providing various levels of customisation to users. And with the rising value-added services (VAS) from the stable of operators, such offerings are becoming commonplace.

Anyhow, ‘Hinglish’ is worth looking at to capture the youth segment that makes up 30% of the total 180-million odd handsets market in India. There’s a good enough segment of takers there and it’s worth exploring. Time will tell what percent of the youth will actually be keen in indulging in things like nakshatras, and tithi. Perhaps the MotoYuva W180 may inspire them to do so!

Written by Mahesh Chawla in Cellular