Smartphone analysis in Indian Senario

Source : Prashant Singh, Managing– Nielsen Media, India.
“Smartphone: The Emerging Gadget of Choice for the
Urban Indian” 2012 The Nielsen Company.
9%
Indian senario of smartphone users
SMARTPHONES
OTHERS
27 million smart phone users

NORTH
11%
WEST
8%
SOUTH
6%
EAST
6%
Figure 2. Base Urban India +1lakh
(source: Nielsen Media, Informate Mobile Insights.)

(source: Nielsen Media, Informate Mobile Insights.)(source: Nielsen Media, Informate Mobile Insights.)
0%
2%
4%
6%
8%
10%
12%
14%
age < 18 age 18-24 age 25-30 age 31-35 age 36-40 age 40+
India: Smartphone users according to age group.

MALE
10%
FEMALE
4%

(source: Nielsen Media, Informate Mobile Insights.)Figure 5. (Source: IDC Asia Pacific Quarterly Mobile Phone Tracker Q2 2014)

Figure 5. (Source: IDC Asia Pacific Quarterly Mobile Phone
Tracker Q2 2014)

IDC India Forecast:
"The Smartphone market is expected to
more than double between now and
2018 and much of this is expected to be
driven by the migration from feature
phones to smart phones
According to IDC, the overall India
mobile phone market stood at
close to 61.07 million units in 1Q
2014 which is a 10% quarter-on-
quarter dip and a mere 1%
year-on-year growth.

 Samsung Electronics Co. Ltd is a South Korean
multinational electronics company.
 In recent years, the company has diversified into
consumer electronics.
 Its world's largest manufacturer of mobile phones since
2011.
 Samsung Mobiles has a very popular GALAXY line-up
of phones and tablets.

 Micromax is an Indian consumer electronics company
located in Gurgaon, Haryana, India.
 Started as an IT software company in the year 2000 working
on embedded platforms .It entered mobile handset business
and by 2010.
 Micromax has presence in more than 560 districts through
125,000 retail outlets in India, with 23 offices across and an
international office in Honk-Kong.

SAMSUNGMICROMAX
 Innovation and design;
 Focus on environment;
 Low production costs;
 Largest share in mobile phones.
 Provide many basic functions at
much lower costs;
 Regional languages support;
 Dual SIM/Triple SIM phones;
 Celebrity brand ambassadors.

SAMSUNGMICROMAX
 Main competitors are also largest
buyers
 Lack its own OS and software
 Focus on too many products
 Limited market share due to intense
competition and less global
presence.
 User interface for not so tech-savvy
consumers compared to Apple.

SAMSUNGMICROMX
 Growing India’s Smartphone market.
 Growing mobile advertising industry.
 Growing demand for quality application
processors.
 Growth of tablets market.
 Obtaining patents through acquisitions.
 Low-end phones market has become
very competitive.
 Cut-throat competition has made Dual-
SIM phones being available.
 Can be used as simple second phones as
well as cheaper smart phones.

SAMSUNGMICROMAX
 Saturated Smartphone markets in
developed countries.
 Rapid technological change.
 Declining margins on hardware
production.
 Breached patents.
 Price wars
 Threat from low price well known
brands
 Other lower end phones brands

a). INTRESTING INDIAN CUSTOMERS
The analysis shows price sensitive audiences who are
actively seeking out information for their new devices and
keenly following the trends in the new product launches and
price drops. Today there is 27 million Indian Smartphone users.
b). THE POWER OF MICROMAX:
In terms of Benchmarking, MICROMAX is little below
SAMSUNG.But has shown its power in front of the world after
making in the news.
c). FAILURE OF NOKIA:
Previous world leader NOKIA is not in today’s top 5
leaders as per Market Analysis

d). SAMSUNG IS LEADING:
Although Samsung has got highest number of shares in the
market but the company had to face so many problems
as in example recently the conflict between Samsung and
apple has damaged the reputation of Samsung in the
market. But still Samsung is the favorite brand of Indian
consumers.It means despite of problems and blames
Samsung has positioned itself in front of the consumers as
a quality brand.

e). SMARTPHONES
Smartphones may account for just nine percent of
the urban mobile phone market but with the proliferation
of apps, video content on the move and increasing
dependence on social networks by users to stay
‘connected’, the smartphone segment simply cannot be
underestimated – marketers would need to revaluate and
prioritize consumer outreach media.

1. IDC (2014), International Data Corporation “Press Release -
India Continues As One Of The Fastest Growing Smartphone Markets In Asia Pacific In 1Q 2014, Says IDC ”
(website :http://www.idc.com/getdoc.jsp?containerId=prIN24908614)
accessed : August 25,2014
2. Top smartphones mobile companies in the world (2014)
http://www.mbaskool.com/fun-corner/top-brand-lists/7802-top-mobile-operating-systems-os-in-world-
2013.html?start=5
3. “Case study micromax”
http://pitchonnet.com/blog/2013/09/23/case-study-micromax/
http://tech.firstpost.com/category/news-analysis
4. Prashant Singh, Managing– Nielsen Media, India. “Smartphone: The Emerging Gadget of Choice for the
Urban Indian” 2012 The Nielsen Company.
5. “ Micromax overtakes Samsung to become leading India handset vendor in Q2”
http://articles.economictimes.indiatimes.com/2014-08-04/news/52428502_1_micromax-smartphone-
segment-phone-market
6. “Swot Analysis” sources
a).http://businesstoday.intoday.in/story/mobile-operating-systems/1/21142.html
b).http://en.wikipedia.org/wiki/Main_Page

Smartphone analysis in Indian Senario

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