Gulveen Aulakh, writing for the Economic Times:

Obi Mobiles, backed by former Apple CEO John Sculley, is relaunching itself as Obi Worldphone with new smartphones after it failed miserably to attract consumers in the Indian market where it first started out in July last year.

Sculley admitted to have adopted a wrong strategy of sourcing phones from China and selling them in India to make a mark, a model which had no differentiation or upper hand in the face of bitter competition from local and international players in one of the most heavily commoditised handset markets in the world.

“We started originally whether we could make gains from phones bought from Chinese factories and just go through retail distribution,” Sculley, chairman of Obi Worldphone said sharing that the strategy was not sustainable and the market got very competitive. “It became clear that it wasn’t going to work, so we pulled back. We had to have design differentiation,” he added.

He’ll forever be known as the man who fired Steve Jobs. And now he’s putting his money and name behind some low end Android phones.