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 Inside  the Mind of the ‘Wired’Mobile Phone  Buyer
Webchutney works with leading companies in India by developingaward winning and memorable experiences for brands to connect,engage with and build sustained relationships with theirconsumers online.Our clients include Unilever, P&G, HP, Airtel and Microsoft amongothers. We work with them in areas of online advertising, websitedesign, mobile marketing and social media.Ranked as India’s Number 1 Digital Agency two years in a row(Brand Equity Agency Reckoner, The Economic Times, 2008 &2009), Webchutney is committed to leading the interactivemarketing industry.We are a team of over 150 digital marketing professionals acrossNew Delhi, Mumbai and Bangalore.Visit us at
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Contents
Contents
Note: The term ‘Intender’ denotes respondents who are online mobilephone owners and intend to purchase a mobile phoneIntroduction........................................................................................... 2Executive Summary................................................................................. 4THE ‘CONNECTED’ INDIAN MOBILE PHONE USER.................................... 6Substantial Mobile Phone Usage among Online Indians........................... 7Internet is a Predominant Medium in Online Mobile Users’ Daily Lives..... 10PURCHASE INTENT AMONG ONLINE MOBILE OWNERS .......................... 13Purchase Intent is Strong Despite High Level of Ownership...................... 14Replacement Demand Drives High Purchase Intent.................................. 15DRIVING PURCHASE DECISIONS FROM THE LIVING ROOM...................... 16Internet is Most Reliable Medium to Research Information....................... 17Perception of Internet among Online Mobile Intenders............................ 19Search Engines and Consumer Review Sites Enable In-Depth Researchfor Online Mobile Phone Intenders.......................................................... 20Rationale for Preference of Online Channels for Mobile Related Research. 22LEVERAGING ONLINE INFLUENCERS FOR GREATER BRAND VALUE........... 23Online Significant in Influencing BrandPreferences and Consideration...... 24Consumer Review Sites are an Important Tool for Information Exchange.. 25Potential to Create Positive Brand Impact through the Net is Immense..... 26IN CONCLUSION: SEIZING THE OPPORTUNITY ........................................ 28Final Takeaways for Mobile Phone Marketers........................................... 29Methodology.......................................................................................... 32About the Authors.................................................................................. 33
 
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Introduction
The Indian telecom sector has reached a watershed moment with theworld's second largest mobile network (over 635 million wirelesssubscribers) and telecom subscriber base (671 million connections, growing
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each month with 16 million subscribers). Boasting of the lowest tariffs andcell phone rates in the world coupled with the recent launch of thirdgeneration mobile services (3G) across 9 Indian states, this sector plays apivotal role in the world's fastest growing Information and Communications
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Technology (ICT) market. With its contribution of 1.5% to India's GDP andthe massive interest evinced by international players in the Indian telecommarket, the high growth trajectory of this sector is an important milestonein the socio-economic development of India.From the time when India's first mobile phone was launched for Rs 40,000approximately, and an outgoing call would cost a hefty Rs. 16-17 perminute, the rise and evolution of India’s telecom and mobile phone sectorhas been exponential. Privatization, technological innovations, rise indisposable incomes and pro-industry policies undertaken by thegovernment have put the sector on the superhighway of growth. At thesame time, cut throat competition amongst an increasing number ofplayers has given birth to price wars resulting in aggressive slashing of callrates and advent of per second billing. In a fiercely cluttered andcompetitive market where the Indian consumer is spoilt for choice amongstmobile handsets and network service providers, generating visibility,catering to consumer preferences and creating top-of-mind recall havebecome formidable and eminent challenges for marketers.In such a scenario, rather than counting on traditional, one-way mediumsof communication to influence existing and prospective consumers, adifferent approach towards cutting through the clutter and leveraginginfluencers with breakthrough innovation summon immediate attention.Indian consumers curate information from multiple sources which istypically product-related research and the internet has emerged as aprominent resource. In an industry where technological innovation is rapid,the need to provide accurate and timely information about the latesthandset/plan becomes crucial for consumers to choose one brand overanother. The internet, with its innate ability to provide access to a reservoirof information in various forms, is becoming the preferred choice forconsumers using social platforms to compare, cull and voice their opinionto influence each other while sourcing relevant information.Evidently, while some mobile and telecom players have started taking noteof the untapped potential of the medium and are investing their marketingefforts online, the scale and depth of these measures remain limited to agreat extent. Brands that haven't looked beyond traditional media are losingout on potential access to 50 million Indians online and the opportunity toexpand existing/acquire new consumer base. The online consumer base inIndia is a discerning lot which has significant experience in usage of thismedium. Their consumption of media and information is more active thanpassive and most of them already own a mobile phone and intend topurchase another one soon. Mobile and telecom marketers have theopportunity to harness the power of this group to convert them as self-serving evangelists through tactical and meaningful brand engagement.
Inside the Mind of the 'Wired' Mobile Phone Buyer 
takes a close look at thegrowing influence of Internet in driving purchase intention/decisions amongonline mobile users in India, while mapping their preference, attitude andusage of the medium. It equips mobile phone marketers with deep insightsto existing and prospective consumers' online behaviour, which will guideand help them determine the way forward in adopting the digital mediumat the core of their future branding/marketing efforts.
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Department of Telecom (DoT)
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Minister of State (Communication & Information Technology), Shri Gurudas Kamat
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