1
Mobile Phones
2
Agenda
 Introduction to the industry
 A few charts
 The market leader
 Marketing strategies
 Future trends
Mobile v...
3
Introduction
 India is the fastest growing mobile phone market
in the world.
4
Growth in Mobile Telephony
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006*
The growth of Indian telephony h...
5
GSM vis-à-vis CDMA
In a market of 75.94 million phones, there is a 77 % share of GSM
Figures: 2005, Zinnoy
6
Segmentation
 Based on price
 Based on functionalities
7
Price
 Low price (<3500) – rural India, low stratum of the
urban market
 Medium price (3500 to 7000) – specially urban...
8
Functionalities
 Basic: Phone book, SMS, alarm and date
 Basic multimedia phones: MMS, FM radio,
speakers, polyphonic ...
9
Phony People
 Rural or low income urban – Low price and basic
feature. Larger in size. Easy to hold and operate.
Lastin...
10
Phony People (Contd.)
 New working people – High price. Special features are
must. Complexities are welcome. Fashionab...
11
Trends in Mobile Handset Market
 Majority: sub Rs 3000 and Rs 3000-4000
 Colour handset: 49% market share and rising
...
12
Major Players
 Indian market has 6-7 key players. Most important
amongst these is Nokia which has more than 70%
market...
13
Relative Market Share
14
Market Leader – Nokia
15
Products – Nokia
Monochrome Colour Phones Camera Phones
16
Promotions - “GLOCAL” Brand
17
Promotions: Localization of
Communication
18
Promotions: Winning Consumer
Insight
19
Place
20
Style Icon – Samsung
21
Product
 Focus on replacement market
 Advanced features
 Stylish exterior
 High range colour phones
22
Recently Launched Products
 Phone with 10 Mega pixel camera
 World’s slimmest mobile phone –
Ultra Edition
23
Price
 Wide range of price
• From Rs 8000 to Rs 12000
 Stayed away from the low price segment
 Focus on replacement ...
24
Innovator – Motorola
25
Company
 Early entry in 1995
 Failed to grow till recently
 Always focused on high tech offerings
 Till 2003 – very...
26
Product
 Currently wide range of products
 Motofone – sub Rs 2000 segment
• Fewer parts, multifunction chips,
efficie...
27
Distribution
 Exclusive retailers
 Consumer durable stores
 Electronic dealers
 Strategic alliance with Bharti Tele...
28
Marketing Strategy
 Nokia Priority Dealers
• Largest organized chain amongst handset manufacturers
• Presence across 2...
29
Marketing Strategy (Contd.)
 Nokia VAN Operations
• A special purpose van –“ Showroom on Wheels” operational
across th...
30
 Nokia Care – Delighting the Customers’
• Widest Care Network
­ Presence across 408 cities
­ 560 Nokia Care Centres wi...
31
Emerging Trends
 The future of mobile phones is in colour phones and
camera phones. This would move towards multimedia...
32
Future Predictions
 Mobile gaming is expected to grow at a CAGR of
118% per annum. As many as 78.6 mn people would
be ...
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Mobile phones

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Mobile phones

  1. 1. 1 Mobile Phones
  2. 2. 2 Agenda  Introduction to the industry  A few charts  The market leader  Marketing strategies  Future trends Mobile vulgus 'excitable crowd'. A disorderly or violent crowd.
  3. 3. 3 Introduction  India is the fastest growing mobile phone market in the world.
  4. 4. 4 Growth in Mobile Telephony 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006* The growth of Indian telephony has skyrocketed in the last 6 years.
  5. 5. 5 GSM vis-à-vis CDMA In a market of 75.94 million phones, there is a 77 % share of GSM Figures: 2005, Zinnoy
  6. 6. 6 Segmentation  Based on price  Based on functionalities
  7. 7. 7 Price  Low price (<3500) – rural India, low stratum of the urban market  Medium price (3500 to 7000) – specially urban middle class (parents)  High price (7000 – 10000) – students, newly working people, young housewives  Expensive (>10000) – executives, celebrities, trendy people
  8. 8. 8 Functionalities  Basic: Phone book, SMS, alarm and date  Basic multimedia phones: MMS, FM radio, speakers, polyphonic ring tones and integrated VGA digital cameras  High end multimedia phones: High resolution cameras, music players, infrared ports, and Bluetooth, tri-band and high resolution mobile games  Convergence devices/Pocket PC phone: Email, spreadsheets, word processing applications and WiFi
  9. 9. 9 Phony People  Rural or low income urban – Low price and basic feature. Larger in size. Easy to hold and operate. Lasting. Resale value.  Students – High or medium price. But a few special features. Preferably slick and small. No problem with complexity in the mobile phone.  Young housewives – Medium or high price. Special features are extra. Easy to hold and operate. Nice colour and shape.
  10. 10. 10 Phony People (Contd.)  New working people – High price. Special features are must. Complexities are welcome. Fashionable sets are preferred. Resale value is considered. Shape should be slicker and smaller in size.  Executives – High price or expensive. All the features should be there. Look should be fashionable. No need for resale value. Slickest and smallest. Newly launched mobile with high brand value. Different than others.  Parents – Medium price. Basic features. Simple look and operations. Resale value. The most common one.
  11. 11. 11 Trends in Mobile Handset Market  Majority: sub Rs 3000 and Rs 3000-4000  Colour handset: 49% market share and rising  Replacement demand is a major driver in class A cities  India as manufacturing base  GSM market – bundling of handset and operator’s services  Style, design, hi-end features becoming main criteria for customers  Next Big thing – Wi-fi, Bluetooth, internet access
  12. 12. 12 Major Players  Indian market has 6-7 key players. Most important amongst these is Nokia which has more than 70% market share.  The other players are Motorola, Samsung, LG, Philips, Panasonic, BenQ, Sony Erricsson  Motorola was the first player in the Indian market but could not sustain its early mover advantage.
  13. 13. 13 Relative Market Share
  14. 14. 14 Market Leader – Nokia
  15. 15. 15 Products – Nokia Monochrome Colour Phones Camera Phones
  16. 16. 16 Promotions - “GLOCAL” Brand
  17. 17. 17 Promotions: Localization of Communication
  18. 18. 18 Promotions: Winning Consumer Insight
  19. 19. 19 Place
  20. 20. 20 Style Icon – Samsung
  21. 21. 21 Product  Focus on replacement market  Advanced features  Stylish exterior  High range colour phones
  22. 22. 22 Recently Launched Products  Phone with 10 Mega pixel camera  World’s slimmest mobile phone – Ultra Edition
  23. 23. 23 Price  Wide range of price • From Rs 8000 to Rs 12000  Stayed away from the low price segment  Focus on replacement market • 2nd mobile of customer  Recent entry into Rs 3000-4000 segment • To increase in volume
  24. 24. 24 Innovator – Motorola
  25. 25. 25 Company  Early entry in 1995  Failed to grow till recently  Always focused on high tech offerings  Till 2003 – very few products launched in India  Currently present in most of the price segments
  26. 26. 26 Product  Currently wide range of products  Motofone – sub Rs 2000 segment • Fewer parts, multifunction chips, efficient software  C115 model – manufactured in India  Pink Razr – pioneer in bringing colour to phones
  27. 27. 27 Distribution  Exclusive retailers  Consumer durable stores  Electronic dealers  Strategic alliance with Bharti Teletech  Consumer financing model through GE finance
  28. 28. 28 Marketing Strategy  Nokia Priority Dealers • Largest organized chain amongst handset manufacturers • Presence across 255+ towns • Superior buying experience to consumers  Nokia Concept Store • Launched in Delhi and Bangalore • Destination for evolved replacement consumer • Encourages live usages, application downloads and product experience • World class standardized design • Market making and category creation in small towns
  29. 29. 29 Marketing Strategy (Contd.)  Nokia VAN Operations • A special purpose van –“ Showroom on Wheels” operational across the country • Consistent brand experience and full range of products including live demonstration • Half a million contacts established
  30. 30. 30  Nokia Care – Delighting the Customers’ • Widest Care Network ­ Presence across 408 cities ­ 560 Nokia Care Centres with 25 Hi­Tech facilities • 18 X 7 Access to Nokia Care Line ­ From 600 + Cities with single number ­ Multilingual Support – 6 Languages Marketing Strategy (Contd.)
  31. 31. 31 Emerging Trends  The future of mobile phones is in colour phones and camera phones. This would move towards multimedia phones.  These devices would offer the user more functionality like mobile phone gaming, mobile web surfing, mobile data transfer, mobile GPS, mobile imaging.
  32. 32. 32 Future Predictions  Mobile gaming is expected to grow at a CAGR of 118% per annum. As many as 78.6 mn people would be playing mobile phone games by 2009.  Mobile industry is expected to be 157 million dollars next year, bigger than the conventional music industry.  Email is expected to be on every fourth phone to be sold in India in the next 4 years.

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