Youth Revolution in Mobile Handset Industry in India
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Youth Revolution in Mobile Handset Industry in India

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This is the presentation given by me at the 3rd Marketing Global Youth Forum, Taj Lands, Mumbai on 8th Feb, 2011. Feel free to contact for further details.

This is the presentation given by me at the 3rd Marketing Global Youth Forum, Taj Lands, Mumbai on 8th Feb, 2011. Feel free to contact for further details.

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Youth Revolution in Mobile Handset Industry in India Youth Revolution in Mobile Handset Industry in India Presentation Transcript

  • “ The most prolific period of pessimism comes at twenty-one, or thereabouts, when the first attempt is made to translate dreams into reality. ” Youth …… here we go ….
  • Youth Revolution in Mobile Handset Industry Presented by, Shripal Gandhi Vice President – Sales and Marketing BYOND Mobiles
  • Introduction
    • Journey of Communication
        • A mobile handset has graduated from the fundamental role of voice communications and has emerged as a convergence and lifestyle support device.
    • Evolution of Communication
  • Changing Trends
    • Trunk Calls
    • STD Booth
    • Changes within Service Providers
    • Involvement of Youth into Communication
    • Extremely subsidized Tariff
  • Youth in India
    • Youth Population
    • Total Youth Population contributes 40-50% and looking at the current population by 2020 the average age in India will be of 29 years
    • Spending power
      • 9 billion per day is spent on the communication devices in India. Due to that bulk of mobile devices n service providers are emerging their businesses .
    • Rural Youth
    • Village Head (Sarpanch)
    • Opinion Makers Direct Influence
    • Postmen
  • MEDIA DEALERS (B2B) END CUSTOMERS (B2C) DISTRIBUTORS (B2B) TARGET GROUPS
  • Factors For choosing mobile Phone Market – north & east Source : TGI Factors for choosing Mobile Phone MOBILE PHONES: Own: Yes MOBILE PHONES: Plan to buy: You MOBILE PHONES: Plan to buy: Someone else in the family Advertising 8.48% 8.38% 6.82% Company reputation 16% 13% 12% Sound / Picture Clarity 41% 30% 33% Personal experience 13% 12% 11% Reception 3.01% 3.30% 1.98% Recommendation 2.57% 2.32% 2.27% Special offers / schemes 9.14% 6.80% 7.61% Costs 7.62% 5.18% 6.61% Customer service including complain handling 4.49% 3.07% 4.12% Image/Brand 3.64% 2.70% 2.96%
  • Features in Mobile Phone Features in mobile phone: Have Total % MOBILE PHONES: Own: Yes MOBILE PHONES: Plan to buy: You MOBILE PHONES: Plan to buy: Someone else in the family Internet/WAP 6.57% 10% 9.42% 8.31% E-mail 9.81% 15% 13% 13% Games 46% 72% 52% 57% Text Messages 31% 48% 33% 38% Voice mail/Answer phone 8.51% 13% 11% 10% Camera (Still pictures) 9.45% 15% 13% 11% Video Camera 8.41% 13% 12% 10% Voice Activation 4.25% 6.64% 6.14% 4.68% MMS/Picture Messaging 11% 17% 14% 12% Triband 1.45% 2.26% 2.23% 2.00% Get SMS Text 44% 69% 54% 55% Information Services 4.69% 7.33% 5.18% 5.19% Radio 13% 21% 18% 18% MP3 Player 7.44% 12% 10% 8.80% Downloading/Watching Videos 3.95% 6.17% 5.39% 4.45% Bluetooth 5.81% 9.08% 7.66% 7.28% Google Maps 1.21% 1.90% 1.83% 1.57% GPS-Geographic Positioning System 1.28% 2.01% 2.14% 1.41% 3G (Third generation Technology) 0.67% 1.05% 1.22% 0.59% Others 3.10% 4.85% 3.25% 5.31%
  • Youth & Mobiles
    • Affordability
      • Falling prices due to competition
      • Aspirational Value – Fully loaded features with elegant look
    • SMS/MMS/INTERNET – QWERTY Keypad
      • Expression of self and Extension of Self - like chatting, dating, gaming, voice SMS. As an example, voice MSM simplifies the communication.
  • Youth & Connectivity
    • Life Without Mobiles
    • Battery – 3000 mAh
      • (First time in India)
    • Battery TV Commercial
  • Youth & Personality
    • Physical Appearance & Handsets
      • Manufacturer started focusing on ID designs
    • The Bond – Track pad, 3.2 MP Camera, Java Support,
      • 2000 mAh battery, High music quality, Auto answering machine
  • Moonraker-The James Bond Campaign
  • Youth & Gaming
    • Gaming Mania
  • Youth & Music
    • Musicgiri
    • 75% users prefers music phones vs. Mp3 Player
      • Poly tones
      • Music Gallery
      • Wireless FM
      • Yamaha Chipset
      • Vibra Speaker
  • Our Music Phone Campaign
  • Youth & Social Networking
    • Facebook, Twitter, etc
    • 2G – 3G Mania
    Applications such as web browsing, mobile banking, mobile games, videos, conferencing, e-commerce and access to other data services will be ease of use to general consumers and will reach across boundaries.
  • Facts Of Mobile Internet
    • Facts & Figures
      • Applications downloads: As stated by Gartner, revenue worth $4.2 bn
      • was produced by the app stores, which are expected to grow further to
      • $29.5 bn by 2013.
  • Youth & Photography
    • Capture Your Memories
      • VGA to 12 MP camera
      • Face to face chatting
      • Dual Conferencing
      • Video Conferencing
  • Youth & Multimedia
  • Youth & Touch Screen
    • Physical appearance of a petite and slender
    • TFT Display for color depth virtual QWERTY keypad and handwriting recognition to simplify navigation and typing messages.
  • Youth & Dual Sim
  • Youth & Data Storage
  • Conclusion
    • Various facets have transformed the youth and in turn causing the change in mobile handset industry in India like, connectivity, social networking, photography, 2G/3G, Data Storage, Gaming, Touch Screen
    • Sound and Picture Quality of phones plays a very vital role in selecting a mobile handset by youth
    • Mobile Handset has become a lifestyle support device rather than a communication device
  • Thank You Shripal Gandhi Vice President – Sales and Marketing, BYOND Mobiles Cell : +91 9370218899 Email : sgandhi@byondtech.com
  • Credits
    • Indian Brand Equity Foundation – www.ibef.org
    • http://voicendata.ciol.com
    • http://news.bbc.co.uk
    • www.siaargroupblogspot.com
    • www.istock.com
    • Market Research by TGI (north and east)