Customer Perception Apple Iphone

Customers Perception and Comparative Analysis of i-phone with its major competitors in India
Project submitted to Asia-Pacific Institute of Management, New Delhi as a partial completion towards Post-graduate Diploma in Management
Project Guide Ms Piyali Halder
Submitted by Kunal Anand
Asia-Pacific Institute of Management

Plot No. 3 & 4, Institutional Area, Jasola, New Delhi-110025
Asia Pacific Institute of Management
Acknowledgement
I would like to acknowledge and extend my heartfelt gratitude to the following persons who have made the completion of the project possible:
Our Director Dr. D.K. Banerjee for his vital encouragement and support.
Ms. Piyali Halder my Project Guide for helping me to select the topic of the project and constantly guiding me during all the phases of the project and correcting me whenever I wrong in the project work.
Ms. Ritu Anand my subject faculty for giving me all necessary information and encouragement about the subject matter.
Mr. Soumitra Das, General Manager, Oracle India Pvt. Ltd. and Mr. Syed Ali Regional manager, Oracle India Pvt. Ltd. for sparing their valuable time providing me all necessary information from their organization.
Most especially my friends and class mates who helped me in collecting the necessary data from various sources.
Kunal Anand Roll No. 2k71a04 Date :10/01/2009
DECLARATION
I hereby declare that the project entitled Customers Perception and Comparative Analysis of i-phone with its major competitors in India submitted by me in partial fulfillment towards the requirement of the award of PGDM (full time), is my original work and the project has not been previously used for the award of any degree, associate -ship, fellowship or any other similar
titles.
Kunal Anand Place: New Delhi Date: 10/01/2009
CERTIFICATE
This is to certify that the project entitled Customers Perception and Comparative Analysis of i-phone with its major competitors in India is the bonafide work carried out by Kunal Anand student of PGDM (full time), Asia Pacific Institute of Management, Delhi, during the year 08-09, in partial fulfillment of the requirements for the award of the PGDM, and that the project has not formed the basis for the award previously of any degree, diploma, associateship, fellowship or any other similar title.
Signature of the Guide: Place: New Delhi Date: 10/09/2009
Content
S.No.
1. 2. 3. 4.
Chapter
Introduction Review of Literature Objective of the study Methodology i. Type of sampling ii. Measurement and Scaling iii. Sampling Data iv. Data analysis techniques v. Limitation of the study
Page No.
05 13 15 16 17 17 18 18 18 19 30 41 43 45 47 48 48 52
5.
Analysis i. Factor analysis ii. Comparative Analysis
6. 7. 8. 9.
Conclusion Executive Summary Bibliography Annexure i. Questionnaire ii. Important data
Introduction
Mobile users today want their handsets to be converged devices handling multiple functions, entertainment being the most important among them. They want their mobile to be fully loaded with top-end features, but they want all that at affordable costs.
Integrated digital camera, music player and stereo FM radio are the three main features which would drive users towards upgrading their handsets. These features are available in mid range and high-end handsets so far, and the common user now demands these features in ordinary handsets which can be affordable. On the other hand, MMS has failed to catch the fancy of the masses due to its high costs of transmission over the networks and relatively cheaper alternate modes of downloading videos available through Internet.
Other features like Games, Calculator, Reminders/Scheduler/Organizer, Polyphonic ringtones etc have become hygiene features and are a must for any handset. None of these features is a differentiator anymore. Apart from Integrated Camera, Music player and Stereo FM radio, a Speaker phone is another feature that emerges as the driver for replacing the current handset. This feature can be a most cost effective differentiating feature for the low end phones.
Most handset vendors have been bringing out new models at fairly regular intervals. The maximum activity takes place at the high end, where the launch of a newer model makes the older model cheaper, shifting it to the mid segment. The handset vendors need to address these expectations of the mass market to be able to entice them towards their products.
3G is the Third Generation of mobile phone standards and technology, superseding 2.5G. It is based on the International Telecommunication Union (ITU) family of standards under the IMT2000.
3G networks enable network operators to offer users a wider range of more advanced services while achieving greater network capacity through improved spectral efficiency. Services include wide-area wireless voice telephony, video calls, and broadband wireless data, all in a mobile environment. Additional features also include HSPA data transmission capabilities able to deliver speeds up to 14.4Mbit/s on the downlink and 5.8Mbit/s on the uplink.
Unlike IEEE 802.11 (common names Wi-Fi or WLAN) networks, 3G networks are wide area cellular telephone networks which evolved to incorporate high-speed internet access and video telephony. IEEE 802.11 networks are short range, high-bandwidth networks primarily developed for data.
3G technologies enable network operators to offer users a wider range of more advanced services while achieving greater network capacity through improved spectral efficiency.
Apple i-Phone
This was the most awaited phone in the Indian market. It is now here, but not before it became famous throughout the rest of the world. Renowned for its chic design and easy-to-use functions the iPhone has tremendous features such as its wide and clear screen, iPod, internet capability with classic web browser, GPS mapping, and last but not lease, a phone.
Apple iPhone is being offered in the USA for the price of $199, so the awaiting buyers in India expected the same price. Unfortunately, that is not what happened. To grab hold of this hot item, you will have to shell out Rs.31,000 for the 8GB and Rs. 36,100 for the 16GB. If you want to pick up more than one, you may consider flying overseas to make your purchase. Even with airfare included, you may just save a few rupees!
HTC Diamond Touch

This is the most talked about phone among the corporate and business people of India. Loaded with tons of great features, it is one of the slimmest phones in the touch category. It boasts of the most famous business platform out there Windows Mobile. This slim trim companion comes with Windows Mobile 6.1 Professional, it weighs a mere 110 g (with the battery), it is GPS enabled, has a 2.8-inch touch screen, 4GB internal usage, and will even tell you the weather reports with HTC Weather. No, an umbrella is not included. So if you are not mobile savvy but care about the Windows Mobile Platform and the business related apps then go for HTC Diamond Touch. This one truly is a diamond in the rough!
NOKIA N96
Finally its time to talk about one of the most famous brands on the planet, Nokia. Nokia N96 is great improvement on the already excellent N95. People are no longer calling it a mobile but rather, a new multimedia computer as it has virtually everything a computer should have.
Easily accessing internet videos is a highlight of this sophisticated phone. In select markets, the integrated DVB-H receiver offers live broadcast TV with an automatically updating program guide. It also boasts of a 5 megapixel camera, GPS, Bluetooth wireless technology, WLAN, and a DVB-H Receiver.
BlackBerry Storm 9500

The highly anticipated BlackBerry Storm 9500 today made its first official appearance, popping up on German Vodafone web site. Images and specs of the first touchscreen RIM-manufactured device have been floating around the net for what seems like ages but it hasnt yet been officially announced. If all the rumored features are confirmed when the device actually sees daylight then the Apple iPhone 3G might be up for quite a challenge. The specifications of the BlackBerry Storm 9500 that are already known include a 3.3 touchscreen with a resolution of 360 x 480 pixels. The tri-band 3G with HSDPA and the quadband GSM support makes it capable of global roaming. The Storm 9500 is running on a 624 MHz CPU and has 192 MB of RAM and utilizes a new version of the BlackBerry OS, optimized for touchscreen input.
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Samsung i8510 INNOV8

It is an imaging powerhouse, with its 8 megapixel autofocus camera that offers image stabilization and blink, smile, and face detection, for perfect photos. The camera also features the ability to take panoramic photographs, and uses the handset's built-in GPS receiver to geotag photos with location information. The i8510 INNOV8 is capable of recording QVGA video at up to 120 frames per second and VGA-resolution video at up to 30 frames per second, with a full video editing suite on board. Music is not forgotten on this workhorse, with a built-in FM radio, 3D surround sound, and a standard 3.5mm audio port. The i8510 INNOV8 offers 16GB of built-in memory in addition to a microSD card slot for even more storage options. Bluetooth 2.0 with A2DP support for stereo headsets makes wireless music possible also.
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Sony Ericsson XPERIA X1

This phone is based on the Windows Mobile 6.1 Operating System which means it has a full suite of applications to offer to the user. The Sony Ericsson Xperia X1 is promoted by the company as offering a convergence of communication features and entertainment features; this convergence is exactly what people are seeking from a smart-phone in todays highly mobile world and allows this new lineup of phones to compete in the global marketplace.
What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in so many different areas. Some phones really do well only as a niche phone but very few phones really meet all of the diverse needs of a single user. The Sony Ericsson Xperia X1 manages to achieve this rarely-met goal. It has great Internet and communication services as well as a plethora of entertainment options. It has a built-in camera and other great standard features expected of todays advanced phones. And it really stands out in the area of design. Combined together, these features make this mobile phone a truly well-rounded cutting-edge phone intended for the smart-phone fan who wants to have it all.
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Review of Literature
There are many articles being published about iPhone being launched in India. The iPhone is being compared with the handsets from other manufactures like Nokia, Samsung, Sony Ericsson etc. One of the articles which came in August edition of Digit Magazine titled as A Taste of Whats To Come by Mr. Michael Brown, has compared iPhone with Nokias N96 and Sony Ericsson XPERIA X1.In this article Mr. Brown has compared different attributes of iPhone with its major competitors. Also according to an article came on 19 Aug, 2008 in Economic Times titled Nokia intercepts iPhone with high-end handset, states that the major rivals of iPhone are coming up with the superior products to outsmart the iPhone. There are certain loopholes in iPhone such as lack of massage forwarding facility, 2 Mega pixel camera with no video recording, Bluetooth can be used only for handsfree, No Cut Copy Paste option, and can only be used with specified operator. With the latest technology, great features and state in art design, the competitors are ready to give iPhone the run for their money.
As reported by TRAI, the mobile telephony sector has almost touched a subscriber base of 43 million marks (GSM 33.6 million & CDMA 9.4 million) at the end of quarter ending 30th September 2006. The mobile subscribers base stood at almost 43 million as against 37.8 million for the quarter ending 30th June 2006, adding around 5.24 million subscribers in one quarter. Riding on a wave of increasing growth, mobile telephony in India is expected to rise to a consumer base of over 120 million by 2008, making the telecommunication sector one of the most lucrative markets for global mobile phone manufacturers & cell phone providers.
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Consumers Satisfaction Analysis by TRAI

The study assesses the satisfaction level of consumers encompassing quality of technical service, quality and operational aspects of gadgets; and social / psychological costs due to unsolicited promotional calls/SMSs etc. The analysis in this report throws light on the consumption behavior of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone services, assessment of the level of satisfaction, preference for various attributes and functionalities of gadgets etc.
Apart from this I also referred literature about consumer purchasing decision in high involvement product like mobile phones. This provided me knowledge about how information search takes place in this category and what are the important attributes that customer look for while buying such a product.
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Objective
The objective of the project is to explore the perception of the customer towards i-phone and its major competitors HTC Diamond, Samsung F490, Sony Xperia x1, Black berry thunder, and Nokia N75 and to do a comparative study of these mobile handsets in India. In the first part of my objective, I will try to find out the customer perception towards the 3G phones and will try to find the important features which the customer prefers over all the other features available in the handset. and, regarding features, brand, range etc. Second part of the study will be focused on the comparative study of i-phone and its major competitors HTC Diamond, Samsung F490, Sony Xperia x1, Black berry thunder, and Nokia N75. This analysis will be done on the basis of the features which customer prefers more.
Need for the study

Recently Apple launched i-phone and expectations of people with i-phone were very high. Even mobile phone manufacturers in India were ready with their counter attack. This research is being conducted as to know whether the expectations are being fulfilled or not on the customer end and also to know whether its competitors are able to neutralize the effect of i-phone by their newly launched mobile handsets.
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Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication sector one of the most lucrative markets for global mobile phone manufacturers & cell phone providers. For this research I have taken a random sample of 100 mobile phone users in Different parts of India. The methodology to conduct the study was composed of different tasks as follows: 1. Review of literature: A review of literature on consumer satisfaction in telecom industry was undertaken in order to define the comprehensive scope of the study and ensuring its objectivity.
2. In- Depth interviews: IDIs were conducted across 10 people. 4 of these were students from the AIM campus and 6 were executives from different companies. The purpose of these interviews was to understand the user of 3G mobile phone, to know their buying process for these phones, to understand the attributes important for the phones and to know what the users considered as an important.
3. Questionnaire: The inputs from the above two helped us in the questionnaire formation. Important attributes were identified and incorporated. Also, the research objectives helped us identify the nature of questions we needed to ask.
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Empirical Research - Sampling

A survey of 100 sampled respondents was conducted online as well as offline. There were 80 online responses while the remaining respondents were contacted offline. These online and offline surveys were conducted between 10th October 2008 and 5th November 2008.
Information Needed
Market share and relative positioning of different brands Opinions about attributes of ideal mobile phone Satisfaction level of mobile users Most important drivers of buying Barriers to switching from a one range to other Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale: The product categories are being ranked in terms of the consumer preferences
Likert Scale: The companies are being rated according to different categories and the categories are rated according to different attributes on a scale of 1-5.
Sampling Plan: We intend to carry out our survey on a population which would comprise of customer from all age group. 17
Sampling Data
1. Target Population: Men and women all the age group. 2. Sampling frame: High End Customer from all over India 3. Sampling Technique: Convenience sampling. 4. Sample Size: 100
Data analysis techniques

After collecting data from the primary and the secondary sources it has been being analyzed by the various function of SPSS (Statistical Package for Social Sciences), such as
Descriptive Statistics, and Data Reduction Techniques like Factor Analysis.
Limitations of the study
Out of the 120 million users of mobile phones, only a sample of 100 mobile phones users where taken for the study, so result of the study may vary from the actual.
Since questionnaire where used for collecting the primary data, so there are chances that the given data may vary from the actual, which can lead to wrong results.
Due to the limitation of time, there were some of the factors, which were not considered in the study.
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Analysis
Different companys mobile handset which people generally use.
Cumulative Percent 27.0 46.0 61.0 70.0 83.0 90.0 100.0
Valid
Nokia Sony Ericsson Samsung HTC Blackberry Motorola Others Total
Frequency 27 19 15 9 13 7 10 100
Percent 27.0 19.0 15.0 9.0 13.0 7.0 10.0 100.0
Valid Percent 27.0 19.0 15.0 9.0 13.0 7.0 10.0 100.0
Interpretation: This question was asked to determine the mobile company whose handsets are mainly used by the high level officers and the executives, and the result showed that nearly 27% uses Nokia handsets, with 19%, 15%and 13% uses Sony Ericsson, Samsung and Blackberry respectively.
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Time from which mobile users have been using their mobile handset.
Cumulative Percent 39.0 73.0 96.0 100.0
Valid
Less than 1 year 1 - 2 years 2 - 3 years More than 3 years Total
Frequency 39 34 23 4 100
Percent 39.0 34.0 23.0 4.0 100.0
Valid Percent 39.0 34.0 23.0 4.0 100.0
Interpretation: This question was asked to the different users of mobile phones to know from how long they have been using their handsets. In this era of hyper competitions and changing technology, a user using a mobile phone from more than a year, may think of changing it or upgrading it to a new one. The result of this question showed that nearly 39% users where using their handset from less than a year and rest 61% of them where using their handset from more than a year.
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The performance of various mobile handsets according to their users.

Cumulative Percent 4.0 16.0 52.0 84.0 100.0
Valid
Very Poor Poor Average Good Very Good Total
Frequency 4 12 36 32 16 100
Percent 4.0 12.0 36.0 32.0 16.0 100.0
Valid Percent 4.0 12.0 36.0 32.0 16.0 100.0
Interpretation: This question was asked to the customers as to know whether or not they are happy with the performance of their mobile handsets, as the users who are not happy with the performance of their handset may go for a new handset and the result showed that nearly 48% people where happy with the performance, but the rest 52% where either unhappy or where just satisfied with the performance of their handsets. Thus we can say that the users may switch to a new phone if they find some attractive features in the new handset.
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Awareness about the availability of 3G mobile handsets in India.

Cumulative Percent 97.0 100.0
Valid
Yes No Total
Frequency 97 3 100
Percent 97.0 3.0 100.0
Valid Percent 97.0 3.0 100.0
Interpretation: The answer to this question which I was expecting was all the users saying yes to it, but the result showed that still nearly 3% of the executives where unaware of availability of 3G handsets in India, and this shows that the manufacturers of the 3G handsets need to advertise about the features of their handsets, specially the advantages of using a 3G handset over a 2G handset.
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Are the mobile users having any plans of changing their mobile handset to a new 3G mobile handset?
Cumulative Percent 44.0 100.0
Valid
Yes No Total
Frequency 44 56 100
Percent 44.0 56.0 100.0
Valid Percent 44.0 56.0 100.0
Interpretation: The answer to this question will tell us whether the mobile users are ready to buy the new 3G handsets that are available in the market, and the results showed that nearly 44% of the mobile users where thinking to change their handsets. It is a good number of users who where ready to go for buying a new handset. The users who are telling no to this question i.e. nearly 56% may be already a 3G handset user or it can also be possible that he would have recently purchased a new handset.
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The 3G handset which mobile phone users would you like to go for.
Cumulative Percent 15.0 39.0 47.0 59.0 79.0 100.0
Valid
Nokia Sony Ericsson Samsung HTC Blackberry Apple Total
Frequency 15 24 8 12 20 21 100
Percent 15.0 24.0 8.0 12.0 20.0 21.0 100.0
Valid Percent 15.0 24.0 8.0 12.0 20.0 21.0 100.0
Interpretation: This question was asked to know that if the mobile phone users think of going for a new 3G handset then which are the mobile handset they want to go for. The result shows that nearly 24% of the customer would like to go Sony Ericsson, 21% would like to buy the Apple i-phone, 20% would like to go for Blackberry, and rest 35% can go for either Nokia, HTC or Samsung. This also shows that the users are very much aware of the quality of the handsets provided by Sony Ericsson, Apple and Blackberry. The other companies need to rework their strategy as to make consumers aware about their offering. 24
The budget of various mobile phones users for a new 3G mobile handset.
Cumulative Percent 16.0 28.0 68.0 92.0 100.0
Valid
Less than Rs. 20,000 Rs. 20,000 - Rs. 30,000 Rs. 30,000 - Rs. 40,000 Rs. 40,000 - Rs. 50,000 More than Rs. 50,000 Total
Frequency 16 12 40 24 8 100
Percent 16.0 12.0 40.0 24.0 8.0 100.0
Valid Percent 16.0 12.0 40.0 24.0 8.0 100.0
Interpretation: From this question we can interpret that how much a mobile phone user is ready to invest on purchasing a new handset. The result shows that on maximum number of users are ready to invest in between 30k to 40k. Even 24% of users are ready to invest in between 40k to 50k. This gives the mobile handset manufacturers a hint that the customers are ready to give money for a premium quality product.
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The main driver behind the selection of a new 3G handsets.

Frequency Valid Current handset is outdated Poor battery life Lack of storage memory Just for a change Total 25 35 24 16 100
Percent 25.0 35.0 24.0 16.0 100.0
Valid Percent 25.0 35.0 24.0 16.0 100.0
Interpretation: This question was asked to explore the reason why mobile phone users are ready to upgrade their handsets and the reason which I found was that nearly 35% of the users where unhappy with the battery backup of their mobile handset and thus wanted to change it. The other reasons where that 25% users where thinking that their handset was outdated, 24% think that didnt had enough memory space and 16% just wanted to change their handsets. Thus the manufacturers should be making their handsets with a good battery backup and with large storage memory.
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Type of Screens which mobile users would like to prefer.

Cumulative Percent 40.0 60.0 100.0
Valid
Regular Touch Screen Doesnt matter Total
Frequency 40 20 40 100
Percent 40.0 20.0 40.0 100.0
Valid Percent 40.0 20.0 40.0 100.0
Interpretation: Many people prefer a Regular screen in their handset, some prefer to have a delicate touch screen and for some user it doesnt matter much. This question wa s asked to know the preference of the users in term of the type of screen they want and the result shows that 40% want to have a regular screen, 20% prefers touch screen and or rest 40% it doesnt matter much of their concern. The reason for mobile phone users to prefer the regular screen over touch may be the delicateness of the touch screen.
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How the mobile users came to about the existence of 3G mobile handsets.
Valid
The Internet Promotional Emails Marketing Events Sales Campaign Total
Frequency 29 27 28 16 100
Percent 29.0 27.0 28.0 16.0 100.0
Valid Percent 29.0 27.0 28.0 16.0 100.0
Interpretation: The reason behind asking this question is to know about the most effective way for creating awareness of the availability of 3G handsets. And the analysis shows that the most effective way of creating awareness is through the internet followed with the marketing events that are organized by various handset manufacturers to promote their product, and also the promotional Emails sent by these companies to different users of the mobile phones.
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How much the attributes below affects the decision of choosing a particular mobile Handset
Interpretation: This question was asked to know how the various attributes of a mobile phone affects the decision of the customer for choosing a particular mobile handset. Just looking at this graph we can say that the factors like Synchronization with Computer, Battery Life (Talk Time & Standby), Camera Resolution. Availability of Bluetooth, Screen Resolution, Touch Screen, and Overall Look pays a very important role. Further factor analysis and reliability test has been performed to confirm percentage by which these factors affects the decision of the customer.
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Factor Analysis
Initial Rate the attributes that affect your decision for choosing a particular handset - Signal Reception & Voice Clarity Rate the attributes that affect your decision for choosing a particular handset - Storage Memory Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility Rate the attributes that affect your decision for choosing a particular handset - Synchronization with computer Rate the attributes that affect your decision for choosing a particular handset - Browsers (GPRS, HSCSD, EDGE) Rate the attributes that affect your decision for choosing a particular handset - Keypad Type (Regular, QWERTY) Rate the attributes that affect your decision for choosing a particular handset - Battery Life Rate the attributes that affect your decision for choosing a particular handset - Camera Resolution Rate the attributes that affect your decision for choosing a particular handset - MP3 player Rate the attributes that affect your decision for choosing a particular handset - Availability of Bluetooth Rate the attributes that affect your decision for choosing a particular handset - Screen Resolution Rate the attributes that affect your decision for choosing a particular handset - Touch Screen Rate the attributes that affect your decision for choosing a particular handset - Price Rate the attributes that affect your decision for choosing a particular handset - Overall look Gender Occupation Age Extraction
Among the various
factors
0.792 0.824 0.807
0.262
listed in the questionnaire such
0.598 as Signal Reception & Voice 0.733 Clarity, Storage Memory, USB
0.82
0.866
Compatibility, Synchronization with Computer, Browsers
0.86
0.453
(GPRS,HSCSD,EDGE,),
0.609 0.905 0.824 0.745 0.524 Keypad 0.651 0.687
Type
(Regular, Camera
QWERTY),
Resolution, Battery Life(Talk

0.672
Time & Standby), MP3 Player,

0.856 0.845 0.855 0.838 0.778 0.857 0.826 0.895 0.734 0.712
Availability Screen
of
Bluetooth, Price,
Resolution,
0.923 0.866
Overall Look. I have tried to take out some of the important
0.867 0.738 0.568 factors that affect a mobile 0.904
handset buyer and also the
amount by which these factors affect their decision.
Table Above is showing the Initial and Extraction Communalities. The Extraction Communalities for a variable gives the total amount of variance in that variable. In our case 30
Asia Pacific Institute of Management 97.9% of variance in Expenditure is explained by the extracted factors. And 94.5% of variance in Overall Cost Reduction is explained by the extracted factors.
Table B is used to take out the number of factors, and this is done by selecting the factors with Eigen Value greater than or nearly equal 1. Thus in our case there are Six (6) Factors. And we also conclude that the Six factors extracted explain nearly 69% of the variance.
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The Scree Plot is a plot between the Eigen Values and the factor numbers. As from the graph we can conclude that there are only Four Factors above the level at which Eigen value is 1.
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Factor Matrix
Table C1
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Rotated Factor Matrix
Table C2
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Table C1 and C2 helps in grouping the various factors under the four factors. The grouping is as follows: Factor 1: Synchronization with Computer Battery Life (Talk Time & Standby) Camera Resolution Occupation Factor 2: Availability of Bluetooth Screen Resolution Touch Screen Overall Look Factor 3: Storage Memory Price Factor 4: MP3 Player Gender Factor 5: USB Compatibility Browsers (GPRS, HSCSD, EDGE,) Factor 6: Signal Reception & Voice Clarity Keypad Type (Regular, QWERTY)
In the factor analysis, I found four factors. Now it is premature to claim that the underlying items of these factors make up the scale for measuring these factors. So for this I will measure the reliability of these scales.
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Reliability test of Factor 1:

Rel iabili ty Statistics Cronbach's Alpha .804 N of Items 4
Item-Total Statistics Scale Mean if It em Delet ed Rat e t he attributes t hat af f ect y our dec is ion f or choosing a pert icular handset - Sy nc hronization with c omputer Rat e t he attributes t hat af f ect y our dec is ion f or choosing a pert icular handset - Battery Lif e Rat e t he attributes t hat af f ect y our dec is ion f or choosing a pert icular handset - Camera Res olution Occ upat ion Scale Variance if It em Delet ed Correc ted It em-Tot al Correlat ion Cronbac h's Alpha if Item Delet ed
9. 37
6. 114
.631
.748
8. 34
6. 469
.654
.742
9. 76
5. 962
.713
.710
10. 06
5. 936
.513
.819
The test shows that the Cronbachs Alpha value is 0.804, and thus I can conclude that nearly 80% of the customers believes that the four attributes i.e. Synchronization with Computer, Battery Life (Talk Time & Standby), Camera Resolution and Occupation in factor 1, affects their decision of the mobile handset buyers.
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Item-Total Statisti cs Scale Mean if It em Delet ed Rat e t he attributes that af f ect y our decis ion f or choosing a pert ic ular handset - Av ailabilit y of Bluetooth Rat e t he attributes that af f ect y our decis ion f or choosing a pert ic ular handset - Touc h Screen Rat e t he attributes that af f ect y our decis ion f or choosing a pert ic ular handset - Sc reen Res olution Rat e t he attributes that af f ect y our decis ion f or choosing a pert ic ular handset - Ov erall look Scale Variance if It em Delet ed Correct ed It em-Tot al Correlat ion Cronbac h's Alpha if Item Delet ed
11. 55
4. 129
.688
.580
11. 61
4. 119
.711
.568
11. 77
5. 330
.369
.758
11. 63
4. 842
.388
.762
The test shows that the Cronbachs Alpha value is 0.736, and thus I can conclude that nearly 74% of the customers believe that the four attributes i.e. Availability of Bluetooth, Screen Resolution, Touch Screen, and Overall Look of the handsets affects the decision the buyer of new handset.
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The test shows that the Cronbachs Alpha value is 0.781, and thus I can conclude that nearly 78% of the customers believe that the two attributes i.e. Storage Memory and Price factor 3, affects their decision for making a shift to a new handset. in
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39

As the cronbachs alpha value for the Factor 4, Factor 5 and Factor 6 are less than 70%, therefore we can conclude that these factors do not affect much to the mobile phone buyers.
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Comparative Analysis of new launched 3G iphone with its major competitors in India
Parameters Synchronization with Computer Battery Life Stand-by: Talk time: Camera Resolution Apple i-phone Yes
300 h 10 h 2 MP, 1600x1200 pixels
Sony XPERIA Yes

833 h 10 h 3.15 MP, 2048x1536 pixels, autofocus Yes, v2.0 with A2DP
Nokia N96 Yes

220 h 3h 40min 5 MP, 2592x1944 pixels, autofocus Yes, v2.0 with A2DP
Samsung Innov8 Yes

310 h 8h 30min 8 MP, 3264x2448 pixels, autofocus Yes, v2.0 with A2DP
Blackberry Strom Yes

300 h 10 h 3.15 MP, 2048x1536 pixels, autofocus Yes, v2.0
HTC Diamond Yes

285 h 8h 30min 3.15 MP, 2048x1536 pixels, autofocus Yes, v2.0 with A2DP
Availability of Bluetooth Screen Resolution
Yes, v2.0, headset support only 16M colors 320 x 480 pixels
65K colors 800 x 480 pixels
16M colors 240 x 320 pixels
16M colors 240 x 320 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32,000
8/16 GB No Card slot
41,500
4 GB (ext upto 16GB) microSD Card slot
31,000
16 GB microSD Card slot
42,000
8/16 GB microSD Card slot 1 GB (ext upto 16GB) microSD Card slot 4 GB No Card slot
Storage Memory
Overall Look
Table D
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Table D shows the features of different mobile handset on the basis of the attributes which the customer feels are more important to them. On analyzing these attributes of i-phone and its major competitors in India. I-phone provides a good battery life, but its nearly half what XPERIA from Sony is offering to its customer. It has got 2MP camera, which is the lowest resolution in this category. It also doesnt ha ve the facility of video recording, autofocus etc. Coming to the 3rd attribute i.e. Availability of Bluetooth, i-phone has Bluetooth but it can be only be used to connect hands-free, No data transfer can take place through Bluetooth. It has a good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC Diamond. Undoubtedly the touch feel which i-phone gives is superb. Coming on the pricing, its pricing is not very high but the main problem is that you cant changed your mobile ser vice provider for 3 years and the customer has to pay minimum billing of Rs. 3,000/Month. The overall look has fetched i-phone 3.5 points out of 5, which is very good. I-phone has many advantages but considering the perception of Indian customer this handset is going to face very tough competition from well settled competitors like Nokia, Sony, Samsung, Blackberry and HTC in India.
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Conclusion
Riding on a wave of increasing growth, the mobile telephony in India is expected to rise to a consumer base of over 120 million by 2008, making the telecommunication sector one of the most lucrative markets for global mobile phone manufacturers & cell phone providers. The mobile phone manufacturers need to be more specific about what features customer want in their handsets. The features such as Synchronization with Computer Battery Life (Talk Time & Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch Screen Overall Look Storage Memory and Price According to the research customers consider the above mentioned features above the other features of the phone and hence the manufactures should give more stress on making these features better. In terms of choice, it has never been so good for the consumer. Last year saw several new models being launched. As per rough estimates, Nokia launched 33 models; Motorola launched 18 models and Sony Ericsson 17 models. The remaining players launched close to 53 models.
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Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on which the buying decision of Indian customer depends I can say that i-phone has to face a tough competition to succeed in the Indian market especially due to the lack of some important features like absence of video recording facility, autofocus, Bluetooth cant be used for file transfer, absence of message forwarding facility etc. and with its competitors coming up with the phone like XPERIA, Innov8, HTC Diamond, Blackberry Strom, its really going to be a tough time for i-phone to survive in Indian market.
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Executive Summary
The report begins with the changing perception of mobile phone buyers. Earlier mobile was used mainly for voice communication but as the time progressed buyers started people started using mobile phones for messaging purpose. This time was known as the 1 st generation of mobile phone. Time changed and the buyers where again looking for some more features in their mobile phones and the manufactures too where busy in the their R&D to come out with innovative features, it was the beginning of 2 nd generation of mobile phone, when mobile phones with Camera and MP3 players were introduced. And now we are in the 3 rd generation of mobile phone were we can send Emails, Pictures, Video etc from one phone to other.
This report mainly focuses on the 3rd generation of mobile phone, I have tried to analysis the features which the customer gives more emphasis when he/she goes to buy the handset. The result what I got from this research was that customer nearly 80% of the customer look for the features like Synchronization with Computer, Battery Life (Talk Time & Standby), Camera Resolution. Availability of Bluetooth, Screen Resolution, Touch Screen, and Overall Look was taken into consideration by nearly 74% of the buyers, while 78% of the buyers prefer to have a Storage Memory and competitive Price. There are other features also which is considered by the customers but relative to the features mentioned above they are of less importance.
In the 2nd half of the research I have tried to compare the feature of the most awaited phone in the Indian market, iPhone from Apple with its major competitors like Sony, Nokia, Samsung, 45
Blackberry and HTC. As soon as i- phone was launched in the Indian market, its competitors came into the market with the superior 3G phone to attract the customer. After comparing the features of these phones on the basis of the attributes that are consider more when a buyer goes to buy a handset and also after going through different article about i-phone, I came to the conclusion that Apple iPhone is going to have really a tough time in Indian market, as it lacks the features which the Indian customer are very fond of.
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Bibliography
Magazines
Digit Edition: August 2008 PC Quest Edition: July 2008
Websites
www.idcindia.com www.india-cellular.com www.trai.gov.in www.wikipedia.org www.gsmarena.com/htc_touch_diamond-2368.php www.gsmarena.com/sony_ericsson_xperia_x1-2246.php www.gsmarena.com/apple_iphone_3g-2424.php www.gsmarena.com/samsung_i8510_innov8-2471.php www.gsmarena.com/nokia_n96-2253.php www.gsmarena.com/blackberry_storm_9500-2534.php
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Questionnaire
Objective: A research analysis to explore the perception of customer towards 3G mobile handsets available in market. Dear Respondent, This questionnaire has been designed to study the factor that affects the customers choice while selecting a 3G mobile handset. I will be highly thankful to you if you could spare your valuable time to respond to the following questions. Your views are valuable and the information disclosed will be kept confidential and would be used only for the purpose of concerned study. Tick () your choice 1. Do you use a Mobile Phone a) Yes ( ) b) No ( )
2. Which companys mobile handset do you use?

(You can choose more than one choice)
a) Nokia () b) Sony Ericsson () c) Samsung () d) HTC () e) Blackberry () f) Motorola () If any other, please list the name__________________
3. For how long you have been using your mobile handset? a) Less than 1 year c) 2 3 years () () b) 1 2 years ()
d) More than 3 years ( )
4. Rate the performance of your mobile handset Very poor () Poor () Average () Good () Very Good ()
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Asia Pacific Institute of Management 5. Are you aware of availability of 3G mobile handsets in India? a) Yes ( ) b) No ( )
6. Do you have any plans of changing your mobile handset to a new 3G mobile handset a) Yes ( ) b) No ( )
(If your answer is No, Skip Question No. 7)
7. Which of the following 3G handset would you like to go for? a) Nokia () b) Sony Ericsson () c) Samsung () d) HTC () e) Blackberry () f) Motorola () g) Apple () If any other, please list the name__________________ 8. What can be your budget for a 3G mobile handset a) Less than Rs. 20,000 c) Rs. 30,000 Rs. 40,000 e) More than Rs. 50,000 () () () b) Rs. 20,000 Rs. 30,000 d) Rs. 40,000 Rs. 50,000 () ()
9. What will be one of the main drivers behind the selection of a 3G handset a) Current Handset is outdated c) Lack of Storage Memory () () b) Poor Battery life d) Just For a Change () ()
If any other reason, Please Mention; ______________________________
10. How will you rate the attributes below that affect your decision for Choosing a particular mobile Handset 49
Asia Pacific Institute of Management (1 for least preferred, 5 for most preferred) a) Signal Reception & Voice Clarity b) Storage Memory c) USB Compatibility d) Synchronization with Computer e) Browsers (GPRS,HSCSD,EDGE,) (1) (1) (1) (1) (1) (2) (2) (2) (2) (2) (2) (2) (2) (2) (2) (2) (2) (2) (2) (3) (3) (3) (3) (3) (3) (3) (3) (3) (3) (3) (3) (3) (3) (4) (4) (4) (4) (4) (4) (4) (4) (4) (4) (4) (4) (4) (4) (5) (5) (5) (5) (5) (5) (5) (5) (5) (5) (5) (5) (5) (5)
f) Keypad Type (Regular, QWERTY) ( 1 ) g) Battery Life(Talk Time & Standby) ( 1 ) h) Camera Resolution i) MP3 Player j) Availability of Bluetooth k) Screen Resolution l) Touch Screen m) Price n) Overall Look (1) (1) (1) (1) (1) (1) (1)
11. Which type of Screen do you prefer? a) Regular () b) Touch Screen ( ) c) Dual Screen ( )
12. From where did you came to about the 3G mobile handsets a) The internet () b) Promotional Emails ( ) d) Sales Campaign ()
c) Marketing Events ( )
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Personal Details
1. Name:___________________________ 2. Gender a) Male ( ) 3. Occupation a) Business () b) Government Service d) Student () () c) Professional ( ) b) Female
If any other, Please Specify__________________________ 4. Annual Income a) Less than 4 Lakhs () b) 4 Lakhs 8 Lakhs d) More than 12 Lakhs () () c) 8 Lakhs 12 Lakhs ( ) 5. Age a) Less than 20 years c) 40 60 years () () b) 20 40 years () d) More than 60 years ( )
6. Email Id:
_________________________________
Thank You
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Important Data Sony Ericsson XPERIA X1

GENERAL SIZE DISPLAY 2G Network 3G Network Dimensions Weight Type Size GSM 850 / 900 / 1800 / 1900 HSDPA 850 / 1900 / 2100 110.5 x 52.6 x 17 mm 145 g TFT touchscreen, 65K colors 800 x 480 pixels, 3.0 inches - Full QWERTY keyboard - Optical joystick navigation Polyphonic, MP3 Composer, download Yes Practically unlimited entries and fields, Photocall Practically unlimited microSD (TransFlash) - 400 MB internal memory - 256MB RAM, 512MB storage memory - Qualcomm MSM7200 528MHz processor Class 10 (4+1/3+2 slots), 32 - 48 kbps No Yes HSDPA, 7.2 Mbps Wi-Fi 802.11b/g Yes, v2.0 with A2DP No Yes, v2.0 miniUSB Microsoft Windows Mobile 6.1 Professional SMS, MMS, Email, Push E-Mail, IM WAP 2.0/HTML (IE), RSS feeds Yes + downloadable Solid Black, Steel Silver 3.15 MP, 2048x1536 pixels, autofocus, video(VGA@30fps), flash; secondary videocall camera - Built-in GPS receiver - A-GPS function - Java MIDP 2.0 - FM radio with RDS - MP3/AAC/MPEG4 player - 3.5 mm audio jack - Pocket Office (Word, Excel, PowerPoint, OneNote, PDF viewer)
RINGTONES
MEMORY
Type Customization Vibration Phonebook Call records Card slot
DATA
FEATURES
GPRS HSCSD EDGE 3G WLAN Bluetooth Infrared port USB OS Messaging Browser Games Colors Camera
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- TrackID music recognition - Picture editor/blogging - Organiser - T9 - Built-in handsfree - Voice memo/dial Standard battery, Li-Po 1500 mAh (BST-41) Stand-by Talk time Up to 833 h Up to 10 h
BATTERY
53
Apple iPhone 3G
GENERAL SIZE DISPLAY 2G Network 3G Network Dimensions Weight Type Size GSM 850 / 900 / 1800 / 1900 HSDPA 850 / 1900 / 2100 115.5 x 62.1 x 12.3 mm 133 g Touchscreen, 16M colors 320 x 480 pixels, 3.5 inches - Multi-touch input method - Accelerometer sensor for auto-rotate - Proximity sensor for auto turn-off - Ambient light sensor Polyphonic, MP3 Download Yes Practically unlimited entries and fields, Photocall 100 received, dialed and missed calls No - 8/16 GB shared memory Yes No Yes HSDPA Wi-Fi 802.11b/g Yes, v2.0, headset support only No Yes, v2.0 Mac OS X v10.4.10 SMS, Email HTML (Safari) Downloadable Black(8/16 GB), White (16 GB) 2 MP, 1600x1200 pixels - Built-in GPS receiver - A-GPS function - Google Maps - iPod audio/video player - TV output - Photo browser/editor - Voice memo - Integrated handsfree Standard battery, Li-Ion Up to 300 h Up to 10 h
RINGTONES
MEMORY
Type Customization Vibration Phonebook Call records Card slot GPRS HSCSD EDGE 3G WLAN Bluetooth Infrared port USB OS Messaging Browser Games Colors Camera
DATA
FEATURES
BATTERY Stand-by Talk time
54
Samsung i8510 INNOV8

GENERAL SIZE DISPLAY 2G Network 3G Network Dimensions Weight Type Size GSM 850 / 900 / 1800 / 1900 HSDPA 2100 / 900 106.5 x 53.9 x 17.2 mm 140 g TFT, 16M colors 240 x 320 pixels, 2.8 inches - Accelerometer sensor for auto-rotate - Optical Mouse Polyphonic, MP3 Download Yes - Stereo speakers Practically unlimited entries and fields Practically unlimited microSD (TransFlash), up to 8GB - 8/16 GB internal memory - 128 MB RAM Class 10 (4+1/3+2 slots), 32 - 48 kbps No Class 10, 236.8 kbps HSDPA, 7.2 Mbps Wi-Fi 802.11 b/g, DLNA Yes, v2.0 with A2DP No Yes, v2.0, microUSB Symbian OS v9.3, Series 60 rel. 3.2 SMS, MMS, Email, Push Email, IM WAP 2.0/xHTML, HTML FIFA 2008, Asphalt + downloadable, order now Black 8 MP, 3264x2448 pixels, autofocus, image stabiliser, video(VGA@30fps, QVGA@120fps), flash; secondary videocall camera - Built-in GPS receiver - A-GPS function - Camera geo-tagging, auto-panorama shot, face, smile and blink detection - Business card scanner - DivX/H.263/H.264/WMV/MP4 player - Video editing - MP3/eAAC+/WMA/AMR/RealAudio player - 3.5 mm audio jack - TV out functionality - Java MIDP 2.0
RINGTONES
MEMORY
DATA
FEATURES
55

- FM radio with RDS - Organizer - Built-in handsfree - Voice memo/dial BATTERY Stand-by Talk time Standard battery, Li-Ion 1200 mAh Up to 310 h Up to 8 h 30 min
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Nokia N96
GENERAL SIZE DISPLAY RINGTONES 2G Network 3G Network Dimensions Weight Type Size Type Customization Vibration Phonebook Call records Card slot GSM 850 / 900 / 1800 / 1900 HSDPA 2100 / 900 103 x 55 x 18 mm, 92 cc 125 g TFT, 16M colors 240 x 320 pixels, 2.8 inches Polyphonic (64 channels), Monophonic, True Tones, MP3 Download Yes Practically unlimited entries and fields, Photocall Detailed, max 30 days microSD (TransFlash), up to 8GB, buy memory - Accelerometer sensor for auto-rotate - 16 GB internal memory - 128MB RAM, 256MB storage memory - Dual ARM 9 264 MHz CPU Class 32, 107 / 64.2 kbps Yes Class 32, 296 kbps; DTM Class 11, 177 kbps HSDPA, 3.6 Mbps Wi-Fi 802.11 b/g, UPnP technology Yes, v2.0 with A2DP No Yes, v2.0 microUSB Symbian OS 9.3, S60 rel. 3.2 SMS, MMS, Email, Instant Messaging WAP 2.0/xHTML, HTML, RSS reader Downloadable, order now Black 5 MP, 2592x1944 pixels, Carl Zeiss optics, autofocus, video(VGA 30fps), flash; secondary VGA videocall camera - Built-in GPS receiver - A-GPS function - DVB-H TV broadcast receiver - Dual slide design - Java MIDP 2.0 - MP3/AAC/AAC+/eAAC+/WMA player - 3.5 mm audio output jack - TV out - Stereo FM Radio with RDS - Organizer - Office document viewer
MEMORY
DATA
FEATURES
57

- T9 - Push to talk - Voice dial/memo - Built-in handsfree Standard battery, Li-Ion 950 mAh (BL-5F) Stand-by Talk time Up to 220 h Up to 3 h 40 min
BATTERY
58
BlackBerry Storm 9500

GENERAL SIZE DISPLAY RINGTONES 2G Network 3G Network Dimensions Weight Type Size Type Customization Vibration Phonebook Call records Card slot GSM 850 / 900 / 1800 / 1900 HSDPA 850 / 1900 / 2100 112.5 x 62.2 x 13.9 mm TFT touchscreen, 65K colors 360 x 480 pixels, 3.3 inches Polyphonic, MP3 Download Yes Yes, Photocall Yes microSD (TransFlash), microSDHC, up to 8 GB - 192 MB RAM - 1 GB storage memory - 624 MHz CPU Class 10 (4+1/3+2 slots), 32 - 48 kbps No Class 10, 236.8 kbps HSDPA Wi-Fi 802.11 a/b/g Yes, v2.0 No Yes, v2.0 BlackBerry OS SMS, MMS, Email, Instant Messaging HTML Yes + downloadable Black 3.15 MP, 2048x1536 pixels, autofocus, video, flash - Built-in GPS - A-GPS function - BlackBerry maps - DataViz document viewer/editor - Java - Media player MP3/WMA/AAC+ - Video player DivX/WMV/XviD/3gp - Organizer - Calculator - Voice dial - Built-in handsfree - Voice memo Standard battery, Li-Ion 1400 mAh
MEMORY
DATA
FEATURES
BATTERY Stand-by Talk time
59
HTC Diamond 100 platforms.

GENERAL SIZE DISPLAY 2G Network 3G Network Dimensions Weight Type Size GSM 900 / 1800 / 1900 HSDPA 2100 / 900 102 x 51 x 11.5 mm 110 g TFT touchscreen, 65K colors 480 x 640 pixels, 2.8 inches - TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate - Touch-sensitive navigation controls - Handwriting recognition Polyphonic (40 channels), MP3, WAV, WMA Download, order now Yes Practically unlimited entries and fields, Photocall Practically unlimited No - 4 GB user available memory - 192 MB DDR SDRAM, 256 MB ROM - Qualcomm MSM7201A 528 Mhz processor Class 10 (4+1/3+2 slots), 32 - 48 kbps No Class 10, 236.8 kbps HSDPA, 7.2 Mbps Wi-Fi 802.11 b/g Yes, v2.0 with A2DP No Yes, miniUSB Microsoft Windows Mobile 6.1 Professional SMS, MMS, Email, Instant Messaging WAP 2.0/xHTML, HTML Yes, order now Black 3.15 MP, 2048x1536 pixels, autofocus, video; secondary VGA videocall camera - Built-in GPS with A-GPS - Stereo FM radio with RDS - Pocket Office (Word, Excel, PowerPoint, OneNote, PDF viewer) - Java MIDP 2.0 - Voice memo - MP3 player - Motion-based games - Built-in handsfree
RINGTONES
MEMORY
DATA
FEATURES
60

BATTERY Stand-by Talk time Standard battery, Li-Ion 900 mAh Up to 285 h Up to 5 h 30 min
61

Customer Perception Apple Iphone

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Customer Perception Apple Iphone

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Customers Perception and Comparative Analysis of i-phone with its major competitors in India

Project Guide Ms Piyali Halder

Submitted by Kunal Anand

Asia-Pacific Institute of Management

Asia Pacific Institute of Management

Kunal Anand Roll No. 2k71a04 Date :10/01/2009

Asia Pacific Institute of Management

Kunal Anand Place: New Delhi Date: 10/01/2009

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Signature of the Guide: Place: New Delhi Date: 10/09/2009

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Analysis i. Factor analysis ii. Comparative Analysis

Conclusion Executive Summary Bibliography Annexure i. Questionnaire ii. Important data

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Asia Pacific Institute of Management

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HTC Diamond Touch

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BlackBerry Storm 9500

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Samsung i8510 INNOV8

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Sony Ericsson XPERIA X1

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Asia Pacific Institute of Management

Consumers Satisfaction Analysis by TRAI

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Need for the study

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Empirical Research - Sampling

Measurement and Scaling

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Data analysis techniques

Descriptive Statistics, and Data Reduction Techniques like Factor Analysis.

Limitations of the study

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Nokia Sony Ericsson Samsung HTC Blackberry Motorola Others Total

Percent 27.0 19.0 15.0 9.0 13.0 7.0 10.0 100.0

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Less than 1 year 1 - 2 years 2 - 3 years More than 3 years Total

Percent 39.0 34.0 23.0 4.0 100.0

Valid Percent 39.0 34.0 23.0 4.0 100.0

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The performance of various mobile handsets according to their users.

Very Poor Poor Average Good Very Good Total

Percent 4.0 12.0 36.0 32.0 16.0 100.0

Valid Percent 4.0 12.0 36.0 32.0 16.0 100.0

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Awareness about the availability of 3G mobile handsets in India.

Percent 97.0 3.0 100.0

Valid Percent 97.0 3.0 100.0

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Percent 44.0 56.0 100.0

Valid Percent 44.0 56.0 100.0

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Nokia Sony Ericsson Samsung HTC Blackberry Apple Total

Percent 15.0 24.0 8.0 12.0 20.0 21.0 100.0

Valid Percent 15.0 24.0 8.0 12.0 20.0 21.0 100.0

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Percent 16.0 12.0 40.0 24.0 8.0 100.0