The document discusses the evolution and current state of smartphones in India. It covers the history of smartphones from the 1970s to modern devices, the growth of telecommunications and internet in India, major smartphone players in the Indian market, and strategies around pricing, marketing, and manufacturing in India. Key challenges for smartphone vendors in India include intense competition, lack of manufacturing capacity, and attracting India's large untapped population.

1. THE
HANDSET
By,
Mario Allen Clement
Mary Monisha
Jovita Francy
Manisha Kumari
Ken Sunny
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2. CONTENT
 Smartphone – technology at its Best
 India And telecommunications
 India and Internet
 Smartphone players in India
 Vendors in India
 Pricing – the consumers choice
 Marketing strategy
 Threats in India
 Conclusion
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3. SMARTPHONE – TECHNOLOGY
AT ITS BEST
 Devices that combined telephony and computing.
 Conceptualized by Theodore G. Paraskevakos in 1971.
 A mobile phone with an advanced operating system.
 Most have a touchscreen interface.
 Can run third-party apps, and are camera phones.
 Existed for more than 20 years now.
 Boom of internet usage boosted use of smart phones
currently.
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4. 1993 IBM Simon
World's first smart phone –Mobile phone, pager, fax
machine and PDA
1996: Nokia
Communicator
full QWERTY
keyboard - allows text-
based web browsing
1999: Kyocera VP-210
The world's first phone with a
built-in camera
2007: iPhone & Android
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5. 5

6. INDIA AND
TELECOMMUNICATIONS Telephony was introduced in India in 1882.
 India's telecommunication network is the second largest
(fixed and mobile)
 Has one of the lowest call tariffs in the world.
 The country is divided into multiple zones - circles (state
boundaries)
 Competition has caused prices to drop.
 Calls across India are one of the cheapest in the world.
 Growing subscribers.
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7. INDIA AND INTERNET
 Internet in India started with launch of services by VSNL -
1995.
 Videsh Sanchaar Nigam Limited (VSNL) by Tata
Communications
 10,000 Internet users within 6 months - 56 kbit/s (dial-up)
 World's third-largest Internet user-base - (IAMAI) Internet
And Mobile Association of India
 2nd Generation Internet is the most prevalent in India.
 India to have 213 m mobile internet users by June- The
Hindu (January 13, 2015)
 30 % spend more than Rs 500 on the mobile Internet
connection.
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8. SMARTPHONE PLAYERS
IN INDIA Roughly divided into 4 category
The Pioneers - Nokia, Samsung and Motorola.
Challengers - Micromax, Karbonn and Lava.
New kids - Xiaomi, Gionee and Oppo etc.
Others - China's ZTE, Huawei and TCL's Alcatel.
 200 variants to choose from.
 Pricing is very competitive to choose from.
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9. VENDORS IN INDIA
 Best time and place to capture market is India.
 Opportunity - global smart phone makers
 Battle to capture Indian consumer’s
 The share of smaltphones has been rising sharply.
 An average price of $200,
 Young people in the teen to mid-20s age group
 Processor costs falling drastically due to improved
technology.
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11. PRICING – THE
CONSUMERS CHOICE
 Aggressive pricing.
 Value-for-money market - price band ofRs 6,000 to Rs
15,000.
 Dual pricing strategy – Two set of same devises with
advancement.
 Xiaomi’s strategy to gain market share –new set of pricing.
 Prices set for different segment of the population.
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12. MARKETING STRATEGY
 Vendors are trying to market them differently.
 Distributor and retailer networks that spanned the
country.
 Branded stores.
 Shop-in-shops (in malls).
 Large retail chains.
 Presenting Marketing strategy
 Exclusively offline.
 Exclusively online.
 Multi-channel.
 No strategy.
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13. THREATS IN INDIA
 Lack of manufacturing capacity.
 Homogenous market.
 New models at regular intervals.
 80 – 20 rule by the market leaders.
 Intense competition from smaller brands.
 Users are not brand loyal – young population.
 The untapped population of India.
 After sales market.
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14. CONCLUSION
 Pricing is the most important aspect of choice.
 After sales service must be improved.
 Stay with the trend.
 Next big thing in smartphones.
 Untapped population of India.
 Improvements in technology.
 Establish new and improved facility for
manufacturing
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