“ The most prolific period of pessimism comes at twenty-one, or thereabouts, when the first attempt is made to translate d...
Youth Revolution in Mobile Handset Industry Presented by, Shripal Gandhi Vice President – Sales and Marketing BYOND Mobiles
Introduction <ul><li>Journey of Communication </li></ul><ul><ul><ul><li>A mobile handset has graduated from the fundamenta...
Changing Trends <ul><li>Trunk Calls </li></ul><ul><li>STD Booth </li></ul><ul><li>Changes within Service Providers </li></...
Youth in India <ul><li>Youth Population </li></ul><ul><li>Total Youth Population contributes 40-50% and looking at the cur...
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: Ow...
Features in Mobile Phone Features in mobile phone: Have Total % MOBILE PHONES: Own: Yes MOBILE PHONES: Plan to buy: You MO...
Youth & Mobiles <ul><li>Affordability </li></ul><ul><ul><li>Falling prices due to competition </li></ul></ul><ul><ul><li>A...
Youth & Connectivity <ul><li>Life Without Mobiles </li></ul><ul><li>Battery  –  3000 mAh </li></ul><ul><ul><li>(First time...
Youth & Personality <ul><li>Physical Appearance & Handsets </li></ul><ul><ul><li>Manufacturer started focusing on ID desig...
Moonraker-The James Bond Campaign
Youth & Gaming <ul><li>Gaming Mania </li></ul>
Youth & Music <ul><li>Musicgiri  </li></ul><ul><li>75% users prefers music  phones vs. Mp3 Player </li></ul><ul><ul><li>Po...
Our Music Phone Campaign
Youth & Social Networking <ul><li>Facebook, Twitter, etc  </li></ul><ul><li>2G – 3G Mania </li></ul>Applications such as w...
Facts Of Mobile Internet <ul><li>Facts & Figures </li></ul><ul><ul><li>Applications downloads: As stated by Gartner, reven...
Youth & Photography <ul><li>Capture Your Memories </li></ul><ul><ul><li>VGA to 12 MP camera </li></ul></ul><ul><ul><li>Fac...
Youth & Multimedia
Youth & Touch Screen <ul><li>Physical appearance of a petite and slender </li></ul><ul><li>TFT Display for color depth vir...
Youth & Dual Sim
Youth & Data Storage
Conclusion <ul><li>Various facets have transformed the youth and in turn causing the change in mobile handset industry in ...
Thank You Shripal Gandhi Vice President – Sales and Marketing, BYOND Mobiles Cell : +91 9370218899 Email : sgandhi@byondte...
Credits <ul><li>Indian Brand Equity Foundation –  www.ibef.org </li></ul><ul><li> http://voicendata.ciol.com </li></ul><ul...
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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.

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Youth Revolution in Mobile Handset Industry in India

  1. 1. “ 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 ….
  2. 2. Youth Revolution in Mobile Handset Industry Presented by, Shripal Gandhi Vice President – Sales and Marketing BYOND Mobiles
  3. 3. Introduction <ul><li>Journey of Communication </li></ul><ul><ul><ul><li>A mobile handset has graduated from the fundamental role of voice communications and has emerged as a convergence and lifestyle support device. </li></ul></ul></ul><ul><li>Evolution of Communication </li></ul>
  4. 4. Changing Trends <ul><li>Trunk Calls </li></ul><ul><li>STD Booth </li></ul><ul><li>Changes within Service Providers </li></ul><ul><li>Involvement of Youth into Communication </li></ul><ul><li>Extremely subsidized Tariff </li></ul>
  5. 5. Youth in India <ul><li>Youth Population </li></ul><ul><li>Total Youth Population contributes 40-50% and looking at the current population by 2020 the average age in India will be of 29 years </li></ul><ul><li>Spending power </li></ul><ul><ul><li>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 . </li></ul></ul><ul><li>Rural Youth </li></ul><ul><li>Village Head (Sarpanch) </li></ul><ul><li>Opinion Makers Direct Influence </li></ul><ul><li>Postmen </li></ul>
  6. 6. MEDIA DEALERS (B2B) END CUSTOMERS (B2C) DISTRIBUTORS (B2B) TARGET GROUPS
  7. 7. 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%
  8. 8. 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%
  9. 9. Youth & Mobiles <ul><li>Affordability </li></ul><ul><ul><li>Falling prices due to competition </li></ul></ul><ul><ul><li>Aspirational Value – Fully loaded features with elegant look </li></ul></ul><ul><li>SMS/MMS/INTERNET – QWERTY Keypad </li></ul><ul><ul><li>Expression of self and Extension of Self - like chatting, dating, gaming, voice SMS. As an example, voice MSM simplifies the communication. </li></ul></ul>
  10. 10. Youth & Connectivity <ul><li>Life Without Mobiles </li></ul><ul><li>Battery – 3000 mAh </li></ul><ul><ul><li>(First time in India) </li></ul></ul><ul><li>Battery TV Commercial </li></ul>
  11. 11. Youth & Personality <ul><li>Physical Appearance & Handsets </li></ul><ul><ul><li>Manufacturer started focusing on ID designs </li></ul></ul><ul><li>The Bond – Track pad, 3.2 MP Camera, Java Support, </li></ul><ul><ul><li>2000 mAh battery, High music quality, Auto answering machine </li></ul></ul>
  12. 12. Moonraker-The James Bond Campaign
  13. 13. Youth & Gaming <ul><li>Gaming Mania </li></ul>
  14. 14. Youth & Music <ul><li>Musicgiri </li></ul><ul><li>75% users prefers music phones vs. Mp3 Player </li></ul><ul><ul><li>Poly tones </li></ul></ul><ul><ul><li>Music Gallery </li></ul></ul><ul><ul><li>Wireless FM </li></ul></ul><ul><ul><li>Yamaha Chipset </li></ul></ul><ul><ul><li>Vibra Speaker </li></ul></ul>
  15. 15. Our Music Phone Campaign
  16. 16. Youth & Social Networking <ul><li>Facebook, Twitter, etc </li></ul><ul><li>2G – 3G Mania </li></ul>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.
  17. 17. Facts Of Mobile Internet <ul><li>Facts & Figures </li></ul><ul><ul><li>Applications downloads: As stated by Gartner, revenue worth $4.2 bn </li></ul></ul><ul><ul><li>was produced by the app stores, which are expected to grow further to </li></ul></ul><ul><ul><li>$29.5 bn by 2013. </li></ul></ul>
  18. 18. Youth & Photography <ul><li>Capture Your Memories </li></ul><ul><ul><li>VGA to 12 MP camera </li></ul></ul><ul><ul><li>Face to face chatting </li></ul></ul><ul><ul><li>Dual Conferencing </li></ul></ul><ul><ul><li>Video Conferencing </li></ul></ul>
  19. 19. Youth & Multimedia
  20. 20. Youth & Touch Screen <ul><li>Physical appearance of a petite and slender </li></ul><ul><li>TFT Display for color depth virtual QWERTY keypad and handwriting recognition to simplify navigation and typing messages. </li></ul>
  21. 21. Youth & Dual Sim
  22. 22. Youth & Data Storage
  23. 23. Conclusion <ul><li>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 </li></ul><ul><li>Sound and Picture Quality of phones plays a very vital role in selecting a mobile handset by youth </li></ul><ul><li>Mobile Handset has become a lifestyle support device rather than a communication device </li></ul>
  24. 24. Thank You Shripal Gandhi Vice President – Sales and Marketing, BYOND Mobiles Cell : +91 9370218899 Email : sgandhi@byondtech.com
  25. 25. Credits <ul><li>Indian Brand Equity Foundation – www.ibef.org </li></ul><ul><li> http://voicendata.ciol.com </li></ul><ul><li> http://news.bbc.co.uk </li></ul><ul><li> www.siaargroupblogspot.com </li></ul><ul><li> www.istock.com </li></ul><ul><li>Market Research by TGI (north and east) </li></ul>
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