San Francisco, Aug 27 (IANS): Obi Worldphone, backed by former Apple head John Sculley, on Thursday launched two new smartphones - the SF1 and SJ1.5 (approximately priced between Rs.7,000 to Rs.15,000).

According to the company earlier known as Obi, the smartphones are aimed to attract discerning young people in fast-growth markets in Asia, Africa and the Middle East.

Designed by San Francisco-based product studio Ammunition, the SF1 and SJ1.5 will integrate technology from Qualcomm, Dolby, Sony, Corning Incorporated, Google, MediaTek, Japan Display, Inc. and Samsung to deliver a powerful performance.

"Obi has taken the best of Silicon Valley - innovations in design, state-of-the-art technology and high standards for manufacturing - and fused them into beautiful, powerful tools at attractive prices," co-founder Sculley said at a launch event here.

"Our efficient cost structure and broad distribution combine to present empowering tools that help our customers achieve their aspirations," he added.

The SF1 and SJ1.5 can run Google Play Store supported Android applications. Besides the AVG Anti-Virus app, other apps loaded on the SF1 and SJ1.5 will be Swiftkey, AccuWeather, Clean Master, and ColorNote.

"It takes a community to create a unique technology product and customer experience, and Obi has developed a strong, global eco-system of more than 20 companies - all contributing to inspire our Worldphone vision and make it a reality," said Obi co-founder and CEO Neeraj Chauhan.

In addition, Obi said that its strategy has gained the support of global insurance giant Generali Group, which co-invested in Obi with a venture capital fund consistent with the group's approach to invest in innovative startups.