Smartphone analysis in Indian Senario

LAV VERMAIEMSGSITS INDORE.

OUTLINE :

1. Introduction2. Indian scenario of Smartphone users

3. Executive Summary of Indian market4. Top Five Smartphone Vendor Highlights5. Market scenario key terms:6. SWOT analysis of top companies7. Conclusion8. References

INTRODUCTION

Source : Prashant Singh, Managing– Nielsen Media, India. “Smartphone: The Emerging Gadget of Choice for the Urban Indian” 2012 The Nielsen Company.

INDIAN SCENARIO OF SMARTPHONE

9%

Indian senario of smartphone users

SMARTPHONESOTHERS

27 million smart phone users

Smartphone's users in different parts of India

NORTH11%

WEST8%SOUTH

6%EAST6%

Figure 2. Base Urban India +1lakh(source: Nielsen Media, Informate Mobile Insights.)

Smartphone Incidence across Age groups : India % December 2013

Figure 2. Base Urban India +1lakh(source: Nielsen Media, Informate Mobile Insights.)

Figure 2. Base Urban India +1lakh(source: Nielsen Media, Informate Mobile Insights.)

age < 18 age 18-24 age 25-30 age 31-35 age 36-40 age 40+0%

2%

4%

6%

8%

10%

12%

14%

India: Smartphone users according to age group.

Figure 3. Base Urban India +1lakh(source: Nielsen Media, Informate Mobile Insights.)

Figure 3. Base Urban India +1lakh(source: Nielsen Media, Informate Mobile Insights.)

The gender gap

MALE10%

FEMALE4%

Figure 4. Base Urban India +1lakh(source: Nielsen Media, Informate Mobile Insights.)

Market share in terms of unit shipments

Figure 2. Base Urban India +1lakh(source: Nielsen Media, Informate Mobile Insights.)Figure 5. (Source: IDC Asia Pacific Quarterly Mobile Phone Tracker Q2 2014)

Smartphone's users in different parts of India

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.

International Data Corporation

SAMSUNG vs. MICROMAX

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.

S.W.O.T ANALYSIS

StrengthWeaknessOpportunitiesThreats

STR

EN

GTH

AN

ALY

SIS

SA

MS

UN

GM

ICR

OM

AX

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.

WEA

KN

ESS

AN

ALY

SIS

SA

MS

UN

GM

ICR

OM

AX

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.

OP

PO

RTU

NIT

Y A

NA

LYS

IS

SA

MS

UN

GM

ICR

OM

X

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.

TH

REATS

AN

ALY

SIS

SA

MS

UN

GM

ICR

OM

AX

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

Conclusions: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

Conclusions: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.

Conclusions: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.

Refrences: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

accessed : August 27,2014

3. “Case study micromax” http://pitchonnet.com/blog/2013/09/23/case-study-micromax/http://tech.firstpost.com/category/news-analysisaccessed : August 27,2014

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

accessed : August 25,2014

6. “Swot Analysis” sources a).http://businesstoday.intoday.in/story/mobile-operating-systems/1/21142.htmlb).http://en.wikipedia.org/wiki/Main_Page accessed : August 27,2014

THANK YOU !