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Executive Summary Introduction Company Profile Nokia Sony Motorola Objective of Study Methodology Marketing strategy Market mix Competitors Analysis Competitors Marketing Strategy Analysis SWOT analysis Findings & Analysis Conclusion & Recommendation Bibliography
THE INDIAN MOBILE PHONES INDUSTRY The mobile phones industry made a slow start in India in 1995. Several private players who had entered the industry in 1995 exited in the next few years due to the unfriendly telecom policies of the Indian government, high licensing fees and absence of a proper telecom regulatory body. The growth in the subscriber base of mobile phones remained sluggish initially, reaching the 1 million milestone in 1998. In 1999, the
Government of India announced a new telecom policy. This policy planned to provide telephones on demand by 2002.Among other things, the policy allowed unrestricted private entry into almost all mobile service sectors. The government allowed cellular mobile service providers to share infrastructure with other operators. It also allowed existing operators to migrate from fixed license fee to one-time entry fee with revenue sharing. This policy helped many private operators to break even faster. By 2001, the demand for mobile services was growing well. The
private companies concentrated on providing basic telephone services to consumers. The number of mobile phones crossed five million by 2001 and doubled to 10 million in 2002. According to mobile phone industry body, GSMA, the mobile phone industry is globally growing at the rate of one million subscriptions per day. Of these new subscribers an estimated 85% live in emerging markets. Markets like India and China are likely to continue developing rapidly in the coming years. It is estimated that these markets will account for nearly 12% of the entire global mobile handset sales by the year 2010. Nearly 100 Million migrant workers in China rely on their mobile phones, to speak to their families settled in rural China. In Asia/Pacific region, an increase in demand of mobile phones from emerging markets such as, India and China, and growing replacement markets, contributed to high growth in the 1st quarter of the year 2006. Total mobile handset sales resulted
Experts expect that it will become 3 Billion by this 2007 end as the number of subscribers is increasing in China. Manufacturers believe that there exists a big potential of earnings in these areas. There still exist challenges with the present infrastructure. reached the 224 Million units mark in the 1st quarter of 2006. The number of global mobile phone subscribers is around 2.64. where people are not used to telephones. and are expected to grow by familiar figures in 2007.4 Million units in this period.8% increase from the same duration in 2005. as penetration rates in European regions have already crossed 90 percent. 36% up from the 1st quarter of 2005. such . the global mobile handset sales. as only 1/3 people have cell phone in such developing mobile markets. Mobile handset manufacturers are looking for new emerging markets. India. Latin America and Africa. According to experts.2 Billion presently. a 23.
has spawned an entire industry in mobile telecommunication. The GSM Association (Global System for Mobile Communications) was instituted in 1987 to promote and expedite the adoption. HISTORY OF CELLULAR TELEPHONY IN INDIA Cellular Telephony The technology that gives a person the power to communicate anytime. anywhere . development and deployment and evolution of the GSM standard for digital wireless communications. is GSM. The most prevalent wireless standard in the world today. success and efficiency of any business / economy. Mobile telephones have become an integral part of the growth. . But the total number of potential mobile subscribers makes emerging markets an expected source of mobile market development.as putting adoption driving services in place and coming up with low cost mobile phones.
The Indian Government when considering the introduction of cellular services into the country. . Although cellular licenses were made technology neutral in September 1999. Starting off primarily as a European standard. made a landmark decision to introduce the GSM standard. all the private operators are presently offering only GSM based mobile services. the world's leading digital standard accounting for 68. soon came to represent the Global System for Mobile Communications as it achieved the status of a world-wide standard. have opted for GSM technology to offer their mobile services. GSM is today. the Groupe Speciale Mobile as it was then called.The GSM Association was formed as a result of a European Community agreement on the need to adopt common standards suitable for cross border European mobile communications. leapfrogging obsolescent technologies / standards.5% of the global digital wireless market. The new licensees for the 4th cellular licenses that were awarded in July 2001 too.
New Telecom Policy 1999 Telecommunications is now universally recognized as one of the prime movers of the modern economy. The availability of adequate infrastructure facilities is critical for acceleration of the economic development of any country. it is of vital importance to the country that there be a comprehensive and forward looking telecommunications policy which creates an enabling framework for development of this industry. It is also anticipated that going forward. hence it's vital importance for a developing country like India. Accordingly. It is critical not only for the development of the Information Technology industry. a major part of the GDP of the country would be contributed by this sector.CELLULAR INDUSTRY IN INDIA The Government of India recognizes that the provision of a world-class telecommunications infrastructure and information is the key to rapid economic and social development of the country. In fact international . but also has widespread ramifications on the entire economy of the country.
there is a 3% increase in the growth of GDP. Telecom requires very heavy investment and it was not possible for the Indian Government to organize public funding of this sector on such a massive scale. the Government of India has accorded the highest priority to investment and development of the telecommunications sector. It was for this reason to bridge the resource gap between government funding and the total projected funds requirement and to provide the additional resources to achieve the nation's telecom targets that the telecommunications sector was liberalized in 1992 and the Government invited private sector participation in telecommunications. 23.studies have established that for every 1% increase in teledensity. estimated a resource gap of Rs. . In fact the national telecom Policy 1994.000 crores to meet the telecom targets of the eighth five-year plan of the Government of India (1992-97). Accordingly.
the high latent demand and a burgeoning middle class . Mumbai. Cellular Licenses were awarded to the private sector . The first metro cellular network started operating in August 1995 in Calcutta.first in the metropolitan cities of Delhi. When cellular mobile services were first introduced in 1994 it was as a duopoly (that is a maximum of two cellular mobile operators could be licensed in each telecom circle). which were roughly analogous with the States of India. The initial response of the private sector was very encouraging.brought in some of the largest global telecom players. foreign institutional . The whole country was divided into the 4 metropolitan cities and 19 telecom circles. Kolkata and Chennai in 1994 and then in the 19-telecom circles in 1995. The attractiveness of the Indian market .Cellular mobile services were one of the first areas to be opened up to private competition.the low tele density. under a fixed license fee regime and for a license period of 10 years.
as by 1997-98. 20. the attractiveness of the Indian market did not last for very long. the private cellular operators were confronted with a series of problems that threatened their very viability and survival. declining by almost 90% to Rs. FDI inflow into telecom dropped sharply.representing amongst the biggest investments in any one sector in India.6 Million in 1993 to Rs. Telecom proved to be a powerful attractor of foreign investment.investors and the major Indian industrial houses to invest in telecom. 2126.000 Million. 17. This .4 Million in 1998. the cellular industry has attracted most of the foreign investment since 1993.7 Million in 1999. especially the Indian cellular industry. However. As a result of this. The cumulative FDI inflow into telecom since 1993 has exceeded Rs.756. accounting for almost 50% of the FDI inflow into telecom . 43. Within telecom. Annual foreign investment in telecom increased steadily from an insignificant Rs.
deregulation is preceded by tariff rebalancing. only Rs. which resulted in virtually each and every order of the Authority being challenged by the Licensor / incumbent. private sector participation was invited in 1992. Usually. there was considerable ambiguity on its powers. even when the regulatory authority was set up. In India. The ambiguities in the jurisdiction of TRAI resulted in a limbo in the industry. One of the key factors responsible for the critical state of the telecom sector & consequently also the cellular industry was that liberalization / deregulation was undertaken in an inverted manner vis-à-vis international practices and generally accepted norms. 918 Million had flown into the country. institution of a strong and independent regulator and only then is private sector participation invited. the Regulatory Authority was set up in 1997 and the tariff rebalancing exercise commenced in 1999 and is still far from complete. Further.as until June 2000.dropped further in Year 2000 . .
Consumer benefit was given the go-by and the telecom sector was viewed as a revenue generator / cash cow for the Government exchequer. . It clearly identified that the primary objective of the policy was to make available affordable telecom services. in actual policy implementation.Another important factor was the basic approach of the Government towards liberalization. The huge license fees paid by the private operators resulted in a high cost structure leading to un-affordable tariffs and lower growth of the market. However. NTP 94 was basically a good policy. Licenses were granted through an auction process and the enthusiastic private sector deluded by the seemingly huge potential of the Indian market were lured into bidding exorbitant sums of money for cellular licenses. this key / fundamental objective was disregarded. By end-1998. the cellular industry was on the verge of bankruptcy and at that time it appeared that the liberalization dream was over & the nightmare had begun.
It also put in place a separate dispute settlement mechanism in the form of the Telecom Dispute Settlement and Appellate Tribunal to expeditiously deal with and resolve issues relating to the telecom sector. which was announced in March 1999 & the amendment of the TRAI Act in January 2000. It significantly changed the dynamics of the Indian telecom industry as it not only replaced the high cost fixed licensing regime with a lower cost licensing structure through revenue sharing. The result was NTP 99. The amendments in the TRAI Act resulted in a considerable strengthening of the Regulator & greater clarity on its role and powers. Existing private cellular operators migrated to the new telecom policy regime with effect from August 1999.It was under the above circumstances that the Government undertook a review of telecom policy & the role of the regulatory authority. but also provides for greater degree of competition and more flexibility in choice of technologies. There can be no . NTP 99 is an extremely forward-looking policy.
with a base level handsets being available for as little as Rs. This has come about as a result of increased volumes and some degree of rationalization of government levies. greater subscriber uptake & increased coverage. 25-30. 2 per minute as against the peak ceiling tariff of Rs. Cellular handsets that were available for around Rs. In fact .80 per minute when NTP 99 was announced.000 upwards. 16. As a result of improved affordability. Parallely. Cellular tariffs have dropped by over 90% since May 1999 .000 in the initial days of cellular have now dropped significantly.a feat unparalleled by any other sector or industry in India.lower tariffs. 2. there has been an increased take-up of the service and the cellular operators were able to venture into more and more cities & towns of the country.doubt that migration to a more beneficial regime translated into tangible consumer benefits . there has also been a significant drop in the cost of mobile handsets. The average airtime tariff in Year 2002 is prevailing at around Rs.
there was also a resultant increase in the number of cellular subscribers. the Indian cellular mobile industry had 42 networks on air.000 crores in cellular infrastructure and it is estimated that these investments will grow to Rs. The year 2001 also saw the entry of BSNL and MTNL as the third cellular operators as had been mandated in NTP 99. By March 2001.cellular services are now available in almost 1400 cities & towns of India. 20.5 million by the end of March 2002. cellular licenses were awarded to the 4th cellular operators in different telecom circles.000 crores in the next 4-5 years. From 1. in July 2001. the number of cellular subscriber have now grown to almost 6. the industry had invested nearly Rs. The point of inflexion for subscriber take-off is clearly post NTP-99. serving over 1400 towns and cities and covering .2 million subscriber in April 1999. 16. With this the number of cellular operators has gone up to 89 licenses. As of March 2002. to almost 2 million by April 2000. Further. With the lower tariffs and increased coverage.
25. has estimated that over the next five years. To achieve this growth.55 million cellular subscribers would be added all over India. Policy flip-flops & regulatory ambiguity have plagued the Indian telecom sector .thousands of villages and serving almost 6. around 31. The quality of the service is widely accepted to be of international standards and till date there has been no waiting period involved in availing of this service. However.240 crores will be required over the next five years.5 million subscribers across the country. it is imperative to ensure the predictability and stability of the policy and regulatory regime of the country. to attract foreign investments into India. The Working Group on the Telecom Sector set up by the Government of India for the tenth five-year plan. the Working Group has also estimated that resources to the tune of about Rs. The cellular industry has been growing at an average rate of 85% per annum and it is hoped that the industry will be able to sustain this growth in the coming years.
it is imperative that a few crucial industry issues that have been plaguing the industry. who have not committed themselves to the Indian market.both foreign & domestic await clarity on the final direction that the policy will take. This has had the unhappy result of putting the entire sector into a state of limbo as investors . . This includes most importantly. will divert their interest & investments to competing and more attractive FDI destinations. for the industry to attract the requisite investments and to reach the growth targets set for the tenth five-year plan. be resolved on an urgent footing. Further. foreign investors. In the meantime.since the introduction of privatization.
"Saada (ordinary) paan -.INTRODUCTION CELLULAR COMPANIES V\S CELL MANUFACTURERS What do cellular phone companies have in common with betel leaves? Not much. red-staining betel leaf called "paan" that is used as a digestive aid to go mass market. The price represents a real comedown for an industry which charged up to 16 rupees a minute when it started in 1994. But one Indian mobile phone company is using the humble spice-laden. Today he can think of phones for his wife. Earlier only the breadwinner of a family could have a cellular phone.78 rupees. Airtime Rate -." declared an advertisement of Hutchison Essar in Wednesday's edition of New Delhi's Hindustan Times newspaper. It represents the fledgling mobile industry's effort to shake off the popular view that mobile phones are only for the rich. "The idea is to expand the category of users.1.3 rupees. his two kids and probably even .
in which Hong Kong's Hutchison Whampoa and India's Essar group hold stakes. are mounting aggressive drives to attract customers by introducing tailor-made plans with attractive tariffs.his driver. which have tariffs pegged at 1. earlier this week introduced new plans to lure customers with 40 percent lower tariffs.98 rupees and 1. Hutchison is not alone here. a plan which allows customers to make and get calls at 1. The New Delhi-based cellular operator introduced Talk295. especially in the cities.48 rupees a minute for varying minimum monthly billing commitments. chief executive officer of Hutchison Essar.78 rupees a minute for a minimum monthly billing commitment of 295 rupees. It unveiled two other plans. Talk Easy and Talk795. Mobile companies across India." said Sudershan Bannerjee. Hutchison Essar. "We want people with cellular phones to talk more and those who do not want them to go and buy them." he said. .
Mobile tariffs have been falling since the late 1990s and have helped the industry expand its subscriber base. the two main cellular companies in Bombay -Hutchison Max Telecom and BPL Mobile -. . chief executive officer of Bharti Cellular. introducing a range of new subscriber plans. Bharti also announced a slew of tariffs plans for various customer profiles. In February. Hutchison Essar's main rival in New Delhi.500 rupees from 2." said Sanjay Kapoor. quickly followed suit Tuesday.15 rupees for every 30 seconds of incoming and outgoing airtime.Late last month. Both Hutchison Essar and Bharti have slashed security deposit charges for new connections to 1. Bharti Cellular. Under its new "dream plan.000 bringing down another major entry barrier for first-time users. "We are targeting fence-sitters who have stayed away from owning a mobile because of a perception that it's expensive.flagged off the race for lower tariffs by announcing cuts in various tariff plans in a bid to expand their market." Bharti will charge 1.
7 percent year-on-year to 3.7 million at end-April 2001 but analysts and industry officials say the numbers are still way too low for its billion-plus population. Analysts say the numbers spell potential for huge growth and not surprisingly firms are pulling out all stops to exploit it.80 rupees a minute from four. . India's mobile subscriber base grew 88.mobile firms in the two main cellular markets of Bombay and New Delhi slashed tariffs to around 2.
The total number of mobile phones in the country stands at about 136 million at the end of October.6M MOBILE PHONE SUBSCRIBERS IN OCTOBER Cellular phone subscribers rose in India by a record 6. The Cellular Operators Association of India. CDMA phone service providers say they now have about 40 million subscribers. while the number of mobile phone subscribers using CDMA technology increased by 1. which includes mobile phone companies offering services on the GSM network. . Subscribers for the GSM network grew by 4.6 million in October. said the country now has about 96 million GSM-based phone connections.INDIA ADDS RECORD 6.7 million in September.9 million. according to data released over the weekend. keeping the country’s place as the world’s fastestgrowing mobile phone market.
T. India Adds a Mobile Phone User Every Second India's mobile phone industry is expanding exponentially. Intense private sector competition. adding one new subscriber every second to take the total telephone subscriber base to 250 million by 2007. We have already crossed the 185 million subscribers mark.V. said New Delhi topped Indian cities with just over 10 million subscribers. Ramachandran. "India's telecommunications industry is on a very high growth trajectory. led to a surge in subscriptions. which has more than 420 million mobile phones. India still lags far behind China. the most in the world. and by 2007 India will have 250 million phone . CEO of the Cellular Operators Association of India. The introduction of mobile services in India in the 1990s coincided with a period of rapid economic growth. coupled with falling tariffs and ease in getting a connection. Communications and IT Minister Dayanidhi Maran said on Thursday.However.
Singapore. Qualcomm India Pvt Ltd and Reliance Communication Ltd. BSNL.subscribers. inaugurated by President A. China. Among the international participants are various small and medium telecom companies from Canada. adding almost six million new subscribers a month. COAI.P." the minister said at India Telecom 2006. C-Dot. and Telecom Equipment Manufacturers Association .J. The conference is being organised by Ministry for Communications and Information Technology. including biggies like Bharti Airtel Limited." Maran told the conference attended by the who's who of Indian telecom. Over 200 companies are participating in the exposition. "Our mobile subscriber base is increasing phenomenally each year. Hutchison Essar Mobile Services Ltd. in association with Federation of Indian Chambers for Commerce and Industry (FICCI) (TEMA). Abdul Kalam at the Pragati Maidan fairground here. which means one customer is added every second.
Hong Kong, Italy, Taiwan, South Korea and the United States. "By 2010, India will have more than 500 million mobile subscribers from the current base which is more than 140 million," Maran said. "This year we have already had investments of up to $17 billion in IT and telecom, of which $1.5 billion have been in telecom alone," the minister said. He said an investment of $2 billion had been made in telecom manufacturing only. "And more investments are on the anvil." However, broadband Maran expressed and concern said over slow growth of
subscribers would be added to the current three million by the end of this fiscal
NOKIA Nokia was founded in 1965 by Fredrik Idestam in Finland as a paper manufacturing company. In 1920, Finnish Rubber Works became a part of the company, and later on in 1922, Finnish Cable Works joined them. All the three companies were merged in 1967 to form the Nokia Group. In the late 1970s, Nokia started taking an active interest in the power and electronics businesses and by 1987, consumer electronics became Nokia’s major business. Nokia created the NMT mobile phone standard in 1981 and launched the first NMT phone, Mobira Cityman, in 1987. The company delivered the first GSM network to Radkilinia, a Finnish company in 1991, and in 1992, Nokia 1011 - a precursor for all Nokia’s current GSM phones - was introduced. In the 1990s, Nokia provided GSM services to 90 operators across the world. Another significant move of the company during this period was the divestment of its non-core operations
like IT. The company focused on two core businesses - mobile phones and telecommunications networks. Between 1992 and 1996, the company exited from the rubber and cable businesses as well Nokia in India Nokia entered the Indian market in 1994. The first ever GSM call in India was made on a Nokia 2110 mobile phone on its own network in 1995. When Nokia entered India, the telecom policies were not conducive to the growth of the mobile phone industry. The tariffs levied on importing mobile phones were as high as 27%, usage charges were at Rs.16 per minute and, at these high rates, consumers did not take to mobile phones. Nokia also had to face tough competition from other powerful global players like Motorola, Sony, Siemens and Ericsson Nokia Corporation (Nokia) is a manufacturer of mobile devices. The Company offers mobile network equipment, solutions and services to corporate customers. Nokia operates in four business
. The Networks segment provides network infrastructure. third generation/wideband code division multiple access (3G/WCDMA) and code division multiple access (CDMA). Enterprise Solutions and Networks. as well as professional services to operators and service providers. including enterprise-grade mobile devices. wireless local area network (WLAN). The Mobile Phones segment connects people by providing mobile voice and data capabilities across a range of mobile devices. software and services. The Enterprise Solutions segment offers businesses and institutions a range of products and solutions. The Multimedia segment provides mobile multimedia experiences to consumers in the form of advanced mobile devices and applications with connectivity over GSM. Multimedia. The Mobile Phones segment offers mobile phones and devices based on global cellular technologies. underlying security infrastructure. 3G/WCDMA. communications and networks service platforms. Bluetooth and other standards. such as global system for mobile communications (GSM)/enhanced data for GSM evolution (EDGE).segments: Mobile Phones.
the Company completed the acquisition of gate5 AG. as well as to external customers. sales. Intellisync is a provider of mobility software. manufacturing and logistics for mobile devices from Mobile Phones.. a supplier of mapping. Nokia acquired Intellisync Corporation (Intellisync). . routing and navigation software and services. which support and service Nokia's mobile device business groups. sourcing. and Technology Platforms.In October 2006. digital music platforms and digital media distribution services company. Multimedia and Enterprise Solutions. Customer and Market Operations is responsible for marketing. In February 2006. and Loudeye Corp. and delivers wireless e-mail and other applications over an array of devices and application platforms across carrier networks. Technology Platforms supports Nokia's overall technology management and development by delivering technologies and platforms to Nokia's business groups. Customer and Market Operations. The Company has two horizontal groups.
5 million smart phones and more than 40 million mobile devices with an integrated music player. Lifestyle Products (formerly known as Focused Appeal). The Mobile Phones business group has five units: Broad Appeal. which included the Nokia 6280. a music-optimized device supporting one gigabyte of memory. a 3G/WCDMA phone with a . 2005. Entry. The Broad Appeal unit focuses on mid-range products. During 2005. Mobile Phones introduced its first 3G/WCDMA products. the products introduced by the Company included the Nokia 3250. the Nokia 6280. music players and color screens. During the year ended December 31. CDMA and Vertu.Mobile Phones Nokia's product portfolio includes features and functionality designed to appeal to the mass market. Nokia shipped a total of 28. The majority of Nokia's product portfolio falls into this category. the Nokia 6233. such as megapixel cameras. the Nokia 6234 (for Vodafone) and the Nokia 6282 (for the Americas). During 2005.
The CDMA unit supports operators that use CDMA technology. the Lifestyle Products unit introduced the Nokia 8800 phone. and the Nokia 5140i outdoor mobile phone featuring thermometer. featuring a sliding stainless steel case. During 2005. and Nokia 6230i. Nokia's products include the Nokia 2600 monoblock and the Nokia 2652 clamshell. The Vertu unit offers luxury communications products. During 2005. During 2005. and the Nokia 6155. both with color screens. the L'Amour collection of mobile phones. The Lifestyle Products unit focuses on top-end products.two-megapixel camera. compass and flashlight. which come in three different form factors and two color schemes. the Company introduced the Nokia 1110 and the Nokia 1600. and the Nokia 1100. a CDMA mid-range phone for the Americas. Under the Entry unit. Products offered in the Vertu unit include the Signature Diamond Collection of tri-band GSM . products introduced by the CDMA unit included the Nokia 6265 slide design phone with a two-megapixel camera and Bluetooth connectivity.
scratch-resistant alloy. and include tri-band GSM and Bluetooth connectivity. including a model inlaid with 700 diamonds.phones. both of which are handcrafted from leather and stainless steel with a custom-developed. The Vertu unit also offers White Special Edition and Motorsport Limited Edition phones. .
The Multimedia Computers unit focuses on managing. the products introduced by the Multimedia segment included Nokia 6630 and Nokia 6680 3G/WCDMA devices. . The Multimedia segment has two units. for a category of advanced multimedia computers that offer consumers the ability to shoot video and still pictures. including WLAN. listen to music. the Nokia Nseries. watch television. printquality images. and the Nokia 6600 and the Nokia 7610 imaging devices. frequency modulation (FM) radio. delivering and expanding the Nokia Nseries multimedia computer portfolio.Multimedia During 2005. In April 2005. Nokia announced a sub brand. certain Nokia Nseries multimedia computers also feature non-cellular connectivity. the Multimedia Computers unit and the Multimedia Experiences unit. and access the Web and e-mail. digital video broadcasting-handheld (DVB-H) and Bluetooth. In addition to supporting 3G/WCDMA connectivity.
and the Nokia N70. mobile computing. the Company announced the Nokia N92. Under the mobile music . Upcoming products in the Nokia Nseries range include the Nokia N71. sharing and storing of photos and video. and the Nokia N91. During 2005. featuring a three-megapixel camera and WLAN connectivity. which include mobile photography. the Company began shipping the Nokia N90. a mobile device with an integrated DVB-H receiver that enables television broadcast services on a mobile device. printing. In November 2005. featuring a quarter video graphics array (QVGA) display and music capabilities. featuring Carl Zeiss optics for video and still imaging. Nokia is developing imaging applications for Nokia Nseries products that help in capturing. mobile music. a small device with a twomegapixel camera. mobile television and mobile games. editing. featuring a four-gigabyte hard disk and WLAN connectivity. Under the mobile photography area. The Multimedia Experiences unit develops and markets multimedia applications and solutions in various areas. the Nokia N80.as well as developing and marketing accessory products and car communications solutions.
Nokia is developing applications for Nokia Nseries products in four areas. For the mobile television area. personal productivity. Internet services. the Company collaborates with a range of companies to provide fixed-Internet protocol (IP) network security. it is developing applications for the DVB-H standard. For the mobile games area. to support the population of Java-based mobile phones. Enterprise Solutions Under the Enterprise Solutions segment. the Company is developing music applications and features that deliver audio and enable music management. Under the mobile computing area. mobilize corporate e-mail and extend corporate telephone systems to Nokia's mobile devices.area. the Company is developing the N-Gage platform and N-Gage Arena gaming community. as well as the Nokia scalable network application platform (SNAP) mobile gaming platform. software additions and digital home connectivity. During 2005. a software that combines and manages . the products introduced by Nokia included the Nokia Business Center.
and the Nokia Eseries. each of which features a range of corporate mobile e-mail solutions from a number of vendor companies. a line of devices designed for business users and the information technology (IT) organizations that support them. Nokia introduced the Nokia 6708. voice and other business applications in a mobile device. The Company's product portfolio contains devices with both cellular. the Company also introduced the Nokia 9300 and Nokia 9300i enterprise smart phones. Security and Mobile Connectivity. such as WLAN.corporate mobile e-mail. Marketing and Services. The Enterprise Solutions segment consists of four main units. as well as the Nokia 9300. During 2005. Mobile Devices. . The Mobile Devices unit produces mobile devices specifically designed for business use. a device focused on the requirements of the Chinese market. personal organizer. Its products include the Nokia E60. and non-cellular connectivity. The WLANenabled Nokia 9300i enterprise smart phone was introduced in November 2005. and Sales. In 2005. Mobility Solutions. such as GSM and 3G/WCDMA. the Nokia E61 and the Nokia E70. and the Nokia 9500 Communicator.
such as connecting the Company's mobile devices to corporate fixed-line telephone networks over WLAN technology. such as Research in Motion.Nokia 9300i and Nokia 9500 devices. These offerings consist primarily of firewall gateways and software-based tools that operate with both Nokia and nonNokia devices. the unit works with vendors. In addition. Microsoft. as well as with other existing IT infrastructures. The unit also works with external vendors. These mobile devices are designed to address the security and manageability concerns of corporate IT departments. to make Nokia's mobile devices compatible with their solutions. The Security and Mobile Connectivity unit has a range of application and secure connectivity offerings designed to help enterprise customers grant employees access to corporate information and connect their mobile devices to their corporate network. The Mobility Solutions unit is developing a suite of software solutions. such as Avaya and Cisco on other applications. Good. Visto and Seven. Nokia's firewall gateways run software from Checkpoint . IBM.
as well as for specialized sales resources for selling Enterprise Solutions products to operator customers. As of December 31. It also focuses on core networks with IP and multi-access capabilities. Marketing and Services unit is responsible for sales to corporate customers. EDGE and 3G/WCDMA networks.Corporation. The unit is also responsible for management of the services business. the Networks segment had more than 150 mobile network customers in more than 60 countries. and GSM. the management of relationships with IT distributors. Nokia delivered GSM/EDGE technology to more than 130 . with its systems serving in excess of 400 million subscribers. 2005. Networks The Networks segment focuses on the GSM family of radio technologies. systems integrator and valueadded resellers (VARs). The Sales. During 2005. as well as professional services to help corporate customers with mobility solutions. which includes support services for corporate customers and resellers.
Services offers operators a range of services. In 2005. Core Networks. EDGE and 3G/WCDMA radio access networks and cellular transmission for operators and network providers.customers in more than 60 countries. the Company supplied 3G/WCDMA technology to a total of 44 operators that had launched commercial 3G/WCDMA services. and Delivery Operations. Services. The Networks segment has five units: Radio Networks. as well as for overall . base station controllers and cellular transmission equipment. Networks Customer and Market Operations. from network planning and implementation to network optimization. care. and is responsible for sales and marketing. The main products offered by Radio Networks are base stations. managed services and operations outsourcing. Radio Networks develops GSM. The main products are switches and different kinds of network servers. Many of Nokia's core network products can be used in both fixed and mobile networks. Networks Customer and Market Operations deals with operator customers. Core Networks develops core network solutions for operators.
The Company competes with LG. . Canon. Sony Ericsson. Siemens. Delivery Operations is responsible for the sourcing. HP. Research in Motion and Sony. in addition to network delivery and services. Apple. Samsung. Dell. Motorola. Palm.customer relationships. Microsoft. manufacturing and distribution of network products.
The world's leading provider of digital video settops and cable modems.MOTOROLA Motorola is known around the world for innovation and leadership in wireless and broadband communications. the people of Motorola are committed to helping you get and stay connected simply and seamlessly to the people. and communications services over a variety of wired and wireless broadband network architectures. "must do" experiences and powerful networks — along with a full complement of support services. A Fortune 100 company with global presence and impact. information. Connected Home Solutions Provides integrated. Inspired by our vision of Seamless Mobility. end-to-end systems that reliably deliver digital entertainment. information. We do this by designing and delivering the "must have" products. and entertainment that you want and need. Connected Home Solutions empowers . Motorola had sales of US$35.3 billion in 2005.
Mobile Devices' portfolio of market-leading innovations — "must have" designs that deliver "must do" experiences such as mobile music and mobile video — encompasses all cellular and wireless systems and includes an array of software. applications and the industry's leading portfolio of Bluetooth®-enabled accessory products. Networks & Enterprise A leading provider of end-to-end infrastructure. and information solutions. markets and services market-changing icons of personal technology — transforming the device formerly known as the cell phone into an integral part of daily communication. integrated voice and data communications. data access and management. and services important to them always within their reach. manufactures. Networks & . keeping the people.consumers by connecting their homes. Mobile Devices Designs. and mobile entertainment. content.
Motorola's operations in India are divided into three businesses: Mobile Devices. Haryana. cellular and wireless broadband systems to meet the needs of public safety. private. Broadband . Connected Home Solutions. It has research and development centers at Bangalore and Hyderabad. optimize and manage their networks to keep people connected as they move about their daily lives. Networks & Enterprise is advancing seamless mobility with innovative technology solutions and a services business that helps our customers integrate. Managed Hosted Services. The Company’s focus areas include. with offices at Delhi. and Mobile handsets. Motorola in India Motorola India is headquartered at Gurgaon. Networks & Enterprise. Wireless Infrastructure. Mumbai and Bangalore.Enterprise delivers mission critical secure two-way radio. government. service provider and enterprise customers worldwide.
Trunking & Two Way Radios. government and enterprise customers worldwide It has proven capabilities in cellular. and services business with an expanded portfolio . with recognized leadership in integrating core networks through wireless IP. wireless broadband and wireline access technologies. The Networks & Enterprise group is advancing seamless mobility with innovative technology solutions. Software Development. trusted to meet mission-critical requirements and improve the operations of public safety. Applied Research and Development on Seamless Mobility/Convergence technologies. Motorola India has leading multi service operators as its customers for Voice and Data solutions. Motorola is a leader in Trunking & Two Way Radios and serves key government and non-government customers. wireless softswitch and IP multimedia subsystems. Networks & Enterprise Solutions n India.Equipment (wired as well as wireless). The Company is also the leading provider of integrated communications and information solutions.
It is a dominant player in GSM technologies. Network & Enterprise also designs. It enables a secure. enhancing and extending broadband networks. government. flexible and reliable wireless broadband connectivity and a costeffective means for "last mile" high speed internet and data access for building. Motorola’s CanopyTM. secure and flexible connectivity for networks. manufactures and sells automotive and industrial electronics systems . applications and management. high speed broadband solution for cost-effective. is an internationally proven. homes and internet service providers. the only one to have set-up networks in all metros and India's first GPRS and CDMA network. integration. It provides integrated radio communications and information solutions. . All major carriers (GSM and CDMA) are Motorola customers. services and related applications. institutions.delivering support. Motorola India enjoys a key position in the wireless infrastructure segment and offers cutting edge end-to-end solutions across GSM and CDMA technologies. always on.
. MOTORAZR and SLVR series. And leading offerings in Linux based PDA phones. Its varied portfolio of products caters to every market segment. its mass market products are known for their reliability and economy. integrated end-to-end system for the delivery of broadband services that keep consumers informed. entertained and connected. The business is also known for high definition IP TV. and include several models on the C 11x and related platforms. Its technology enables network operators and retailers to create and execute on new business opportunities by providing innovative products and services to the home.Mobile Devices Motorola is amongst the leading handset players in India. India is also the global headquarters for Motorola's High Growth Markets division. From iconic products like the MOTOPEBL. Connected Home Provides a scalable.
The Motorola Software Group in India develops custom software and solutions for Motorola's existing. . It was the first commercial software organization in the world to achieve SEI Level 5 in 1993 and also the first organization in the world to be assessed at SEI CMMI Level 5 on a continuous model. Motorola Software Group Motorola Software Group's India center is the oldest and largest center for research and development of software. and next generation wireless systems and technologies. wireling broadband products and home security solutions.set-top boxes. wireless modems.
SONY Ericsson has been associated with the Indian telecom industry for more than 100 years. Datacom and the most advanced computer telecom integration to mobile office applications. Intelligent Networks. Ericsson offers a complete spectrum of telecom solutions. Headquartered in the National Capital Region of New Delhi. The telecom market in India is currently growing at a fast pace and is expected to more than double every year. GSM. Latest phones . multimedia communications and Software Development. Ericsson has played a key role in spreading the cellular revolution in the country. In India. Ericsson has clearly established itself as a Wireless Infrastructure Leader. With 57 GSM and CDMA Networks. CDMA. From Basic Telephony. Ericsson India has a market share of 33% in the Wireless domain. Ericsson today has more than 1250 employees across 22 offices in the country.
K790i K550i W610i J110i J120i K220i K200i K810i .
1) To understand the marketing and advertising strategies of Nokia. 4) To realize the role being played by advertising and promotion on the change in sales volume of the company 5) To understand the future trends in advertising and marketing in mobile handsets sector especially. The major object is to identify and learn the marketing strategies of different players in the industry.OBJECTIVE OF STUDY The main objectives of the project are The objective of the study is to have a study on the Handset industry in India. Also studying about the trends and the different players in the handset industry. To understand the international operations of the company . 2) To analyze the strategies and its effect on the corporate profile of the company 3) To compare the strategies of Nokia with its competitors and to analyze its strengths. Also to study the market trends in the Indian market.
(Refer Bibliography for the names of books. Magazines. publication houses.RESEARCH METHODOLOGY TYPES OF RESEARCH: Exploratory research: In well established fields of study. We would be using different sites . magazines and websites consulted). This will help us in also studying the market trend across the country and not restrict us to India only. CII report to do this project. The primary source of data will be secondary data. past researches . Design of Exploratory Study Study of Secondary Data: The quickest and the most economical way for researchers to find possible hypothesis is to take the advantage of the work done earlier and thus utilize their efforts. . journal. hypotheses usually are drawn from the ideas developed in previous research studies or are derived from theory.
2000. India is among the top 5 markets for Nokia worldwide! Nokia has developed major efforts in adapting its products and advertising to the specificities and tastes of the Indian market: .First Hindi User Interface .2005 –Local User interface in additional local languages .MARKETING STRATEGY NOKIA Nokia started operations in India in 1995.2003.1st Indian ringtone .First Made for India phone (Nokia 1100) . In 2005.2004 -Hindi SMS campaign .1998.2002 -First Hindi text input .
While the nitty-gritty of the new strategy is still being worked out. is being unfolded in India now. The classification is based on an extensive survey –the Nokia Segmentation Study —that was carried over two years involving 42. which was announced globally in June last year. The strategy. it is likely that the company would follow separate marketing strategies for the four different segments.000 consumers from 16 countries. It studied the impact lifestyle choices and attitudes have on the mobile devices consumers buy and how they use them.Nokia's retail strategy in India involves classifying consumers in to one of 4 categories The mobile handset manufacturer has embarked upon a brand new retail strategy that is based on a classification of its consumers into four major groups that separates people in terms of usage. income level and lifestyle. The advertising campaigns could be different for the segments. .
phones in this segment would have GPRS. The first of these segments Live. .” says Nokia India marketing head Devinder Kishore. Nokia’s new E-series has been put under this segment with handsets having QWERTY keyboards and full Internet capabilities. camera and music capabilities. The next two categories. are aimed at highend users and have Nokia’s top-end handsets. would have basic handsets low on features and price. “These may be functional phones but the target group for these phones range from SEC C (low socio-economic class) to SEC A1+ (very high socio-economic class) markets. aimed a first time users whose basic need is to stay in touch with voice as the main driver. Achieve and Explore.Nokia’s entire product portfolio has now been re-aligned towards these four groups to address the specific needs of each. Accordingly. The second segment Connect looks at more evolved users who look for more functionality and features and connectivity. For example. Achieve segment looks at enterprise users who need to have business functionalities in their phones.
” PLACEMENT OF NOKIA At Nokia. mobile TV. their . Nokia Professional Centres : These are Nokia flagship stores that offer a full range of Nokia mobile phones and accessories in an international retail environment. they like to make customer’s buying experience as convenient as using their mobile phones. imaging. We are fast developing the ecosystem to support these areas. NPCs also provide "Nokia Care". Explore would be the most prominent segment for the company in the coming years. Says Nokia India multimedia business director Vineet Taneja. It will look at five different areas – applications. which helps the customers in their decision making.Aimed at high-end lifestyle users. music and gaming. “This segment would see the most vibrant growth in the coming year. The chain consists of exclusive flagship stores and important mobile phone shops in all major Indian cities. to meet all the mobile phone needs. Nokia has a retail chain across the country.
The NPC is truly a one-stop centre for all your mobile phone needs.branded after sales services. the NPD chain ensures that you get the latest Nokia mobile phones and genuine accessories. As of the distribution channel company has used different networks to reach to the masses and their distribution channel is Priority dealers: They are the people who represent the company . Here customers . Spread across the country. and expanding rapidly in terms of reach. provided by specially trained staff. DISTRIBUTION CHANNEL OF NOKIA IN INDIA Nokia has a very simple distribution channel in India and its very similar to its competitors and is working to the advantage of the industry as a whole . They have all the latest models and have information about future introductions by the company . quickly and conveniently. Nokia Priority Dealers : These key outlets allow the company to come closer to the customers.
t. The are located at different strategic locations and customers mostly purchase these from here only. They sell the max volume of the mobile phones for the company. They are the most crucial part of the supply chain. Showrooms: The company makes sure that their products are available at leading electronics shops like Agrani Switches .normally find the personnel of nokia. The company has normally Tie up with these chain of retailers who display and sell the models of Nokia and also act as a place of service stations as their trained personnel are trained by Nokia staff RETAILERS: They normally form the lower end of the distribution chain.c. GREY MARKET: It’s a very important distribution channel used by the company. Airtel shops e. Nokias India`s operation may not be using this channel as its illegal sorts but lots of Nokia’s products are . In India the total number of priority dealers is around 8 only and they are located at major cities of the country .
available in these markets .We can understand the volume by the fact that grey market sells 75% of the total turnover of the mobile phones sold .
the first mobile terminal with Web and email capability. And . Or put it another way. The first phone that let you check flight schedules over the Internet. They choose a Nokia phone because its style is part of their lifestyle.MARKET MIX PRODUCT The Latest Style When people walk into a shop. but they have made their choice because they like the design. The latest technology The first hand portable GSM phone. many of them have already made up their minds when they reach out their hand towards a Nokia mobile phone and say.” They might ask about data connections or operating times. The first digital GSM phone that let you call home without having to look for a phone booth. “I want that one. Technology is moving fast. and Nokia is moving even faster. the first WAP phone.
Cutting edge features like real-time video and audio streaming. email. Introducing the new Nokia 9210i a Genetic Breakthrough in business tools. Introducing the new Nokia 9210i a Genetic Breakthrough in business tools. email. Calendar and Contacts give you more than a phone. Flash animation player. They give you a distinct competitive edge. Presentations. Full Specifications • Cellular mobile phone (handsfree. Spreadsheet. Internet WAP. handset and headset use) • Desk application with background image and links . They give you a distinct competitive edge. fax.the first mobile terminal that let you check your email without having to stop at the office. Internet WAP. Presentations. Cutting edge features like real-time video and audio streaming. Spreadsheet. Flash animation player. Word Processor. Word Processor. Calendar and Contacts give you more than a phone. fax.
RA8. Fax modem. In addition the service must be available with bit rates suitable . Recorder. Help. Real Audio and Real Video You can stream video from services that use the RealNetworks codec RealAudio 7&8 and RealVideo 7&8 (RA7. RealOne Player. RV8). E-mail Internet includes WWW and WAP Contacts Calendar Office includes Word Processor. Data mover. RV7. VPN support available as additional software. like games and Flash Player.• • • • • Messaging includes SMS. Fax. Internet startup. Spreadsheet and Presentation viewer • Extras: Calculator. Clock. Cell broadcast. Calculator There are also additional applications available on the CD-ROM. Additional Nokia OK software available. Imaging (Digital camera connectivity). Control panel.
Therefore. You may find some material that is only designed for wide band Internet access and this kind of material cannot be viewed on the Nokia 9210i Communicator.for your HSCSD connection. some content may be unsuitable for use in your Nokia 9210i Communicator. Cable (DLR-2L) . Size • • Dimensions: 158 x 56 x 27 mm Weight: 244 g Technical data • • • • • • Dual band: EGSM 900/1800 32-bit ARM9-based RISC CPU Operating system: Symbian OS Data speed up to 43. Not all Flash 5 content is optimised for mobile devices.2 kbps (HSCSD) Memory Card slot (MultiMediaCard standard) Connectivity: IrDA. Ir-TranP. Flash: Flash Player renders Flash 5 content.
0 environments Memory • • • Total memory: 40MB Application memory: 16MB User memory: 16MB (contains 6 MB preinstalled applications) • • Execution memory: 8MB (SD-RAM) 64MB Memory card available as an accessory .• Low power consumption E-mail protocols • POP3.TLS) PC Suite for Nokia 9210 Communicator • For use in Microsoft Windows 95/98/2000 and Microsoft Windows NT 4. SMTP (SSL. IMAP4.
Battery Performance Talk/Data/Fax time High power Battery BLL-3 4-10h 1300 mAh LiIon 80-230h up to 400h 180min Standby. Charging time phone on phone off . Standby.
Nokia has a very unique approach towards pricing in south east Asia especially India where a new product when launched is sold at a very high price but as and when the time passes by they reduce these prices considerably. They are trying to target everyone from a 12 year old teenager to 60 yr old man .000. Their pricing fits the pocket of everyone from a middle class income family to the super premium league.000—30. Where as the costliest model of Nokia commands a price of 50.000---. !0.products with few unique features 20.000 + Indian Rs .000—20. The base model of Nokia in India as of now is 5210 which is sold at a price of Rs 5. It helps the company to maximize its profits initially and in later parts of product cycle the phone is sold at only variable cost plus profit.products having latest technology .PRICE Nokia`s strategy as of pricing is very simple . The company has divided its range on the basis of price as follows Below 10.000 appx.000--.base products.
The chain consists of exclusive flagship stores and important mobile phone shops in all major Indian cities.30-000---. NPCs also provide "Nokia Care".mobiles with cutting edge technology Initially the Nokia products are priced at a premium range in order to skim the market but in later penetrate in to the market stages in order to deeper the company reduces its prices. which helps the customers in their decision making. to meet all the mobile phone needs.000---. their branded after sales services. provided by specially trained staff. they like to make customer’s buying experience as convenient as using their mobile phones. . Nokia Professional Centres : These are Nokia flagship stores that offer a full range of Nokia mobile phones and accessories in an international retail environment. Placement of Nokia At Nokia. generally this happens after six months of the launch . In terms of Pricing Nokia products are bit on the higher side if we compare it with competitor products.50. Nokia has a retail chain across the country.
Nokia Priority Dealers : These key outlets allow the company to come closer to the customers. quickly and conveniently. As of the distribution channel company has used different networks to reach to the masses and their distribution channel is Priority dealers: They are the people who represent the company . In India the total number of priority .The NPC is truly a one-stop centre for all your mobile phone needs. Distribution Channel of Nokia In India Nokia has a very simple distribution channel in India and its very similar to its competitors and is working to the advantage of the industry as a whole . They have all the latest models and have information about future introductions by the company . Spread across the country. Here customers normally find the personnel of nokia. and expanding rapidly in terms of reach. the NPD chain ensures that you get the latest Nokia mobile phones and genuine accessories.
c. They sell the max volume of the mobile phones for the company.t. GREY MARKET: It’s a very important distribution channel used by the company. Showrooms: The company makes sure that their available at leading electronics shops like products are Agrani Switches . Airtel shops e. The company has normally Tie up with these chain of retailers who display and sell the models of Nokia and also act as a place of service stations as their trained personnel are trained by Nokia staff RETAILERS: They normally form the lower end of the distribution chain. The are located at different strategic locations and customers mostly purchase these from here only.dealers is around 8 only and they are located at major cities of the country .We can understand the volume by the . Nokias India`s operation may not be using this channel as its illegal sorts but lots of Nokia’s products are available in these markets . They are the most crucial part of the supply chain.
. Nokia has been ranked as one of the top 5 brands in world telecommunication and in mobile industry it holds the premier position in terms of brand recall . promotions. As of the advertisement expenditures. Nokia spends maximum amount on advertising as compared to its competitors and is closely followed by Samsung. Different advertisement campaigns have been launched from time to time by Nokia and more often at the time of launch of a new model.fact that grey market sells 75% of the total turnover of the mobile phones sold PROMOTION Nokia is a very techno savvy and market savvy and friendly company. The company uses mix of Public relations. The company spends 50 %of its total revenue on advertisements and the rest in other tools. advertising and personnel selling and the major focus is on the advertising.customer satisfaction etc .
The most . very attractive and attention garners.red in case of 8810.yellow in case of 8310 . Another thing observed is that their campaigns in print target more on product features that is that their campaigns have product centric appeals. The Nokia hasn`t kept using particular colours in their campaigns but they have used a mix of it .who can forget the soup ad of Nokia and their latest campaign on Nokia 8810. ADVERTISEMENTS IN TV’S:We have observed that strategy in television is entirely different when Nokia decides to start its marketing inniotaitive on tv.PRINT CAMPAIGNS:The thing to observe in their advertisement is that all their campaigns are targeted at youth or at professionals which form the core of all the campaigns. The focus is more on emotional appeal and the most commonly appeal used by Nokia is the life style . But one thing is common that is they are flashy. Their partner Bates Advertising company in India has done a wonderful job.
Another form of public relations being used is the use of bollywood stars. Nokia has sponsored certain scenes in few movies which are targeted at upper class with the actors possessing the latest models of Nokia. movies. leisure and newspapers. The articles are mainly written by prominent personalities about their product and its features. Cricket And sponsoring of other events like fashion shows.preferred channel in India for Nokia is CNBC followed by star and then SONY PUBLIC RELATIONS: Mostly it is done by South East Asia operations and it deals with printing of articles in magazines which mainly deal with business. PROMOTIONS :Promotions are normally done by sponsoring the events which are mostly related to sports and games like golf. This tool has been second most preferred tool used by Nokia in India. Co promotions Etc. . Polo. It is a very successful tool and has helped Nokia in building the brand name.
• The United Way to America – an organization bringing diverse people and resources together to address community issues. .700 wireless phones worth US$3 million to four Native American tribes in Arizona.LOCAL COMMUNITY INVOLVEMENT INTERNATIONALLY Nokia’s country organization support various local community programs. • Vision one – an initiative in which Nokia provided 38. these include: • Class Link – a project that uses wireless technology to connect students. a leading charity working with children and adults with learning disabilities. In the US. Nokia supports Men cap. In the UK. for example. Nokia Thinking Corner is a series of road shows and activities is schools. teachers and parent. encouraging creativity and innovation amongst young people. and in China.
Disaster relief Following the events of September 11, 2001, Nokia provided an initial grant of US$ 1 million to establish the Nokia Education Fund that contributes to the college education needs of children who lost one or both parents, regardless of their nationality. In co-operation with the International Red Cross, it has also contributed to: • Humanitarian assistance in the Kisovo crisis. • Relief after the Venezuelan floods. • Relief and reconstruction after the earthquake in Gujarat, India. • Relief after the volcano eruption in the Congo and Rwanda.
MOTOROLA Motorola India is entering the new year with a whole new team of top management. The company had recently roped in ex-Tata group veteran Firdose Vandrevala as its new chairman, Lloyd
Mathias as its marketing director and a new head of marketing communication, Jatin Ahluwalia. The company is now learnt to be looking for a managing director for mobile devices. While the new man will be part of the global divisional reporting structure technically, he will be under the newly-appointed chairman. A company source said Motorola has appointed a global search agency with the mandate to look for the executive. The change in top deck of `Team India’ comes in the wake of a new-found focus on India for Motorola. This follows the India visit of global chief Ed Zander, who disclosed the blueprint of a multipronged strategy to pull up its Indian operations, which has been languishing under single-digit market share, despite being present in the market for a long time. While the strategy for the Indian subsidiary is already under the supervision of Motorola’s emerging marketing expert Allen Burnes, the new team is expected to bring a fresh approach in implementation of the plans. The company has charted an
aggressive plan to capture a bigger pie of the mobile handset market in the country with a revamped product strategy to tap both the top end and entry level markets. Motorola announced a series of steps to help drive the company’s growth in India. It announced the C115, one of the company’s hottest-selling mass-market handsets, will now have a “Made in India” label. The company expects the first Motorola C115 handsets
assembled in India will be available by mid-December this year. Assembly in India is the first step in a multi-phase manufacturing strategy being deployed by Motorola in India. Motorola also announced that it has selected India as the first market to launch its new ultra-sleek and ultra-chic Motorola L6 mobile handset. It has also entered into a strategic relationship with Bharti Teletech to drive rapid expansion and brand presence.
The US-based telecom giant is entering the new year with a whole new team of top management. A company source said Motorola has appointed a global search agency with the mandate to look for the executive. the Indian arm of the telecom equipment giant will have a new team to push forth its growth strategy in the country. While the company had inducted a new marketing director a few months back and had recently roped in ex-Tata group veteran Firdose Vandrevala as its new chairman for India. he will be under the newly-appointed chairman. Motorola had roped in Lloyd Mathias as its . the company is now learnt to be looking for a managing director for mobile devices. A few months back. but had eventually gone ahead and appointed Firdose Vandrevala independently. It’s learnt that initially Motorola had also given the mandate to search a country head for India. With the new MD.The ‘Made in India’ handset is not the only happening thing with Motorola India. While the new man will be part of the global divisional reporting structure technically.
Motorola had also roped in a new head of marketing communication. Jatin Ahluwalia. . who disclosed the blueprint of a multipronged strategy to pull up its Indian operations. The change in top deck of `Team India’ comes in the wake of a new-found focus on India for Motorola. Two months back.marketing director. The company has charted an aggressive plan to capture a bigger pie of the mobile handset market in the country with a revamped product strategy to tap both the top end and entry level markets. who had spent more than 10 years at PepsiCo India. This follows the India visit of global chief Ed Zander. which has been languishing under single-digit market share. the new team is expected to bring a fresh approach in implementation of the plans. despite being present in the market for a long time. While the strategy for the Indian subsidiary is already under the supervision of Motorola’s emerging marketing expert Allen Burnes.
which currently has 6. while unveiling the tie-up with Bharti Teletech.000 retailers by March 2006. Motorola can provide the mass-market handsets like C113a. The company says it wants to break the Indian consumer’s “mindset” for Nokia phones. Bharti Teletech is India’s largest manufacturer of fixed line phones and the tie-up will open its 200 distributors and 12. . Alan Burnes.000 outlets of its own.Motorola-Bharti tie-up to boost sales Motorola announced a strategic tie-up with Bharti Teletech to boost the sales of its phones in India. As Bharti goes after the lower socio-economic segment. It has stylish models like the Razr and Pebl in the higher-end segment. also shied away from stating the market share the company hoped to achieve in the next few years.000 retail outlets countrywide to Motorola. Motorola vice president for high growth markets. Bharti hopes to expand its network to 300 distributors and 15.
member. Inc. Technology. Motorola says it will use the Motofone to connect the next billion mobile phone users. (NYSE: MOT). The product is available for the GSM mobile technology while the CDMA version will be out before the end of the year. mobile devices. The new handset was unveiled jointly by K. Motofone is positioned as a value-priced handset with an . Motorola. has announced the global launch of its ultra-slim Motofone handset from India. and Allen Burnes.Motorola launches Motofone globally from India 29 November 2006 New Delhi: Global wireless communications major Motorola. government of India.Sridhara. corporate vice president. As Motorola's thinnest phone yet at approximately 9mm. for once. enabling Indian consumers. Telecom Commission. to be the first to own and operate a global product. high growth markets.
"Innovatively designed to meet the needs and tastes of consumers such as those right here in India." says Motorola. "Today's global debut of Motofone in India marks a major milestone as Motorola continues its drive to connect the next billion handset users. product segments and international markets. Motorola is further enhancing Motofone's features by providing voice prompt options.extensive core feature set. The product is based on Motorola's new SCPL design platform and will be "the first of a new breed of handsets designed to disrupt today's communications landscape by cutting across price tiers. while appealing to sophisticated design tastes and incorporates a flat keypad." said Burnes. Motofone is a signature handset that specifically addresses the universal desire for connectivity. apart . a range of colours and innovative materials." Specifically for the Indian market.
place a call. Motofone offers an intuitive interface built with icons and voice versus text. makes it easier to use the phone outdoors as its changeable electronic ink display is just as easy to read in bright sunlight or dimly lit environments from virtually any angle . Punjabi.just like paper. Telegu. . powered by a revolutionary ClearVision display. the handset makes it easier and friendlier for first-time users to navigate. Kannada. Tamil. Malayalam and Bengali. and retrieve messages. provided by E Ink Corporation.from English and Hindi. as well as voice prompts in local languages. Its large. in another six local languages — Hindi. high contrast screen.
India strategy But it's not just Hollywood that Sony Ericsson is trying to tap. movies and sport. While handsets T230 and Z200 were featured in Spiderman 2. The company is also in talks with a few Indian moviemakers for a . This is in sync with Sony Ericsson's strategy to ride on the plank of "entertainment through music. which is now under production.SONY ERICSSON Watch out for Sony Ericsson handsets in the movie Spiderman 3 that is set to hit the theatres next year. And just about every phone used in Da Vinci Code was a Sony Ericsson model. According to Mr Dee Dutta. some of the company's mobile phones will feature in the movie. Corporate Vice-President. Head of Marketing. James Bond was seen using the K800 model in Casino Royale. Sony Ericsson." said Mr Dutta.
the company is looking to feature Indian music in a big way. According to Mr Dutta. it is talking to Indian artistes for exclusive tracks on Sony Ericsson handsets (this is similar to its global initiative featuring singer Robbie Williams and Christina Aguilera ). China and the UK. apart from launching an entire media campaign. Sony Ericsson tied up with Kabhi Alvida Na Kehna for a 360-degree promotion around the movie by offering wallpapers. It also has associated itself with sports by announcing . Mexico. Recently. India is a key market for the company — among the top five markets that comprises Brazil.) As part of its India campaign. While the company would not reveal the movie names. (Globally. the scoop is that they are scheduled for release in April. audio and video content.possible association. Sony Ericsson has an 8-9 per cent market share in terms of mobile phone subscription.
The company plans to have 25 `experience stores' by the end of 2006. These are exclusive Sony Ericsson showrooms retailing not only its products but also offering a complete brand experience. But when Sony Ericsson Mobile Communications President Miles Flint told the press last October that his company would be among the top three mobile phone makers within five years. the joint venture between Japan's Sony and Sweden's Ericsson has transformed itself into the rising star of the mobile industry. including live demonstrations. The company recently set up four `experience stores' — in Delhi. Sony Ericsson's recently released fourth-quarter results confirm that in the last two and a half years. Rajkot.a women's tennis tournament in Bangalore featuring Sania Mirza and Serena Williams. it seems he wasn't just blowing smoke. Boosted by sales of its . Pune and Guwahati. Only a few years ago it would have sounded very nearly crazy.
Walkman and Cyber-shot phones last year, the London-based company posted record quarterly revenues of £3.78 billion ($4.9 billion), up 64%, and more than tripled its quarterly net income to £447 million ($581 million). For the year, revenues hit nearly £11 billion ($14.25 billion), up 51%. Perhaps best of all, Sony Ericsson managed by yearend to increase its market share by two percentage points to 9%, according to company estimates. That put it right on the heels of the No. 3 global mobile phone manufacturer, Samsung. Over 50 Models All this for the company that in 2003 was hemorrhaging money, hampered by a limited product portfolio and dogged by a reputation for late delivery. Since 2005, however, Sony Ericsson has vastly expanded its offerings to include over 50 models. It skillfully transferred the appeal of the Walkman and Cyber-shot sub-brands into the mobile phone world. And it reformed its
production process to create a faster and more flexible supply chain. When sales of Walkman phones soared in 2006, it was relatively easy for Sony Ericsson to ramp up production to meet the increased demand, something it had struggled to do in the past. "One question I often got from vendors was, 'You've got a fantastic portfolio, but can you really deliver?'" says Flint. "In 2006 we proved we really could." Sony Ericsson can't afford to coast yet. To grow volume, it must focus more on fast-growing, but fiercely competitive, emerging markets such as China and India. And it will face rivals both old and new -- including Apple, with its much-hyped iPhone -- who hope to bump the Walkman off its perch as the premiere mobile music phone brand. 'Exceeded Everyone's Expectations' For now, analysts say Sony Ericsson is in a sweet spot, with a judicious product mix -- ranging from handsets of modest cost to
$800 smartphones -- plus powerful brands and a happy marriage of mobile technology and attractive product design. Even industry experts admit they are surprised. "It was always well known that Sony would bring marketing and branding to the table and Ericsson would bring cellular experience," says Neil Mawston, senior analyst with market researcher Strategy
Analytics, near London. "But the success with which the two have mashed together has exceeded everyone's expectations." In the end, a large part of Sony Ericsson's success in the last two years can be summed up in a single word: Walkman. Just like Motorola did with the ultra-thin Razr phone in late 2004, Sony Ericsson codified a new mobile sub-genre in August, 2005, by launching its first Walkman phone, the W800i. Though not the first handset to offer an integrated MP3 music player, the W800i was the first phone to put music playing at the heart of the product; Sony Ericsson even packaged each handset with a pair of earphones to convince consumers it was sincere.
the first full year on the market. That also means. it won't be long before competitors catch on and challenge Sony Ericsson for a bigger chunk of the sector. "This industry is getting extremely cyclical. In 2006. "With its emphasis on cool products and cool branding." . By comparison. Sony Ericsson sold 60 million music mobile phones. [Sony Ericsson is] likely to be copied by Apple. who reports competitors are faster than ever in mimicking successful ideas. Apple sold 39 million iPods during the same period. of course.Ripe for Imitation The massive sales that followed have proved that the nearly 30year-old Walkman brand still has plenty of life. including 17 million Walkman-branded devices." says Mawston. Flint pointed to these figures at this year's MIDEM music industry conference as proof that the market for music mobile phones is vastly bigger than that for dedicated MP3 players.
and will follow up this year with the W200i. a sub.100 Walkman phone. and Pakistan. (Nokia has yet to . pushing margins down. the company's longstanding emphasis on highend phones -. Keep Your Prices Up By staying above the fray. Sony Ericsson has maintained an average selling price (ASP) of $188.To keep its lead in music phones. By comparison. Motorola and Nokia have been bloodied in a race for volume and sales of low-end models in India and China. India. it released the W300i. compared with Motorola's $121. Sony Ericsson is belatedly going down-market with less expensive models. That will help pick up sales in emerging markets like China. the first low-end Walkman phone. Last year.bolstered by its unrivalled position in the highpriced Japanese market -. At the same time.keeps the overall portfolio profitable. one of the highest in the industry.
has been how they've maintained the ASP. but we fear none of them. but analysts predict its fourthquarter average selling price could be $113)." For all its success.announce its results for 2006. and less than one-quarter of Nokia's. Sony Ericsson is still somewhat of a niche player. "Five years ago. we were a company that was almost written off before we started. keeping things slanted toward the high end. program manager for mobile computing research at IDC in London. But Flint sees plenty of opportunity for growth. which is terrific. "They've managed the product mix extremely well. and now we're a major player in this industry." If things ." says the British-born chief executive. "What's been most impressive. beyond [Sony Ericsson's] steady unit growth. "Sony Ericsson respects all of its competitors. Its annual volume of just under 75 million units is roughly a third of Motorola's." says Andrew Brown.
From that perspective it is a very important market building exercise to educate the customer. Country Manager. it may not be long before Flint's bold October prediction comes true. Over the .keep going as well as they have recently. Sony-Ericsson. let alone use half the features that a high end phone offers. While the current retail outlets are under the Sony World centers.500 outlets by 2004. Sony-Ericsson came into being a year ago after the merger of the cellular handset business of Sony Corp and Ericsson. service and experience centers. These experience centers would play a critical role in the company's marketing strategy since most of its GSM handsets are positioned at the high end. the expansion strategy would see the company appointing franchisees to set up sales.000-4. The company expects 80 per cent of its sales to move through these franchisees by then." said Sudhir Mathur. Sony-Ericsson plans to expand its retail base from the current 23 outlets to around 4. "Customers rarely discover.
The major selling point of Sony-Ericsson phones is to pitch on multimedia application and hence most of its phones come equipped with a camera. the company has mostly focused on establishing its brand. T200 and T300 in addition to T68-i. Currently Salora is the company's only distributor in the country although it has also tied up with big time retailers like Agrani Convergence.past year. It plans to launch P800 and P200 shortly. During this year the company has launched T100. streamlining its organizational structure and distribution network. .
the Taiwan-based BenQ. Points out Ashish Bakshi. DBTEL. This includes the likes of LG Electronics. In addition. not only are an increasing number of companies entering the arena. The last couple of months have seen at least three-four new GSM handset brands make a beeline for the Indian market. Further. and it is primarily targeting the lower-end of the market. which many term to be the second largest in Asia. firms are also coming out with innovative features to catch up with the dynamics of consumers' rapidly changing tastes. With the mobile handset market in India maturing at a rapid pace. a leading Taiwanese player. a few Indian companies have indicated their plans to enter this segment soon.COMPARATIVE ANALYSIS TECH freaks certainly have much to look forward to. Country . has announced its intention to launch over 10 GSM models in India by November. and the China-based Bird International. The reason for the heightened activity perhaps lies in the profile of the market.
" In addition. this figure is likely to touch 70 million by 2007. Says Ravi Sharma. the number of cellular users is expected to jump further to 100 million by 2008.3 million in the year to September. Managing . According to Gartner (a research firm).Head. According to market estimates. This would translate into a compounded annual growth rate of about 40 per cent. the number of cellular users soared 115 per cent to 18. BenQ India: "It would be estimated at 16-18 million handsets by next year.
"The key drivers for this growth have been the reduction in tariffs. however. Samsung India. while firms are keen to have at least one model at the entry-price level. The legal market for handsets is now estimated at 12-13 million. features are increasingly driving it. a minuscule number. the growth is not merely price-driven. the Indian arm of one of the top five suppliers of cellphones globally: "We were not very active earlier because about 80 per cent of the sales was coming from the grey market.8 million. which meant that the organised market was only about 0. consequent penetration. the major focus is on . with the growth in mobile phones being more than a million a month. Marketing and Infrastructure. Country Head (Telecom). As a result." Interestingly. The situation has. and finally the growth in services like SMS and MMS. Alcatel India. aggressive price points.Director. expansion increase of in markets. changed in the past six months. attractive networks packages to smaller from service the providers." Adds Anuj Kapur.
Says Praveen Valecha. Little wonder then that companies such as LG." says an industry official. "The definition of an entry-level handset has changed and will continue to do so. LG Electronics: "The market has matured a bit and . an entry-level handset offered basic voice functionality and little else. About three-four years ago.making available newer features in the market. Panasonic and market leader Nokia are actively focusing on the mid. Country Head (mobile phones). This has changed now as consumers are going in for handsets which are packed with value-added features.to highend of the market.
BenQ too will focus on the mid.people are ready to pay for more features. camera phones." LG. Apart from this. Other features which are popular include MMS. more than 50 per cent of the handsets will be colour." says Valecha. We expect that by mid-2004. For instance. We are targeting the customer . these days. and entertainment-related features. "This will include a new camera phone with a very unique design. The company is targeting to sell over four lakh GSM handsets in the Indian market in the next calendar year and corner a 12 per cent market share in the next two years. colour phones are in great demand. looks. which we will also focus on. on its part. has introduced two new models in the market and intends to roll out five more by the end of the year.to high-level segment. "We intend to redefine the mid-level segment by giving customers value-added features at a competitive price. style and design are still major factors when it comes to buying a phone. with an aim to offer more features at a lesser price.
Among the phones lined up for launch later are those with features such as SMS remote control.500 to Rs 15. due to the steep prices. PDA phone-carrying device and so on. Alcatel." says Bakshi. The company is targeting sales of three lakh units by 2004. and intends to roll out six more by December in the price range of Rs 5. which is drawing up an aggressive strategy for the Indian market. "We are targeting a market share of five per cent by 2004. feels much of the growth would be coming from the entry level. the largest mobile phone manufacturer in China. though the focus would also be on newer features. The company has already come out with a handset priced at Rs 3. However. intends to have a product offering in every price segment of the market.199 (which comes with an AirTel . BIRD International." he says. BenQ has rolled out two new models in the market.000.who aspires to buy certain features but cannot.
coupled with the falling handset prices and increased features in handsets. Incidentally. We are targeting to capture about 10-15 per cent market share in the next 1-2 years. the share of entry-level phones is set to grow from the current 25 per cent to about 45-50 per cent. is resulting in all handset market segments growing. So. "However. Sharma. "With the number of first-time mobile users growing.connection). India has a low cellular base that is growing at a phenomenal rate. Country Operations Manager-PCS. we will address this end of the market first. The company would also be rolling out new models in the midand high-end segments with features such as camera phones and colour screens. packed with features such as a speakerphone. and runs on a lithium-ion battery. "it would be unfair to say that a particular handset segment is the fastest-growing. Motorola India.000. This. While the mid.and low-end segments might have the ." points out Narendra Nayak. the company is the only player in the market offering such features at a price below Rs 4." says the company MD.
According to Motorola." Motorola has been actively introducing handsets in different segments over the past few years." says Nayak. colour display. This year. It launched 11 products across various price points last year. MMS/EMS. . games and GPRS. the high-end segment is growing off a smaller base and has higher revenue per product. As people generally feel more at home with gadgets like mobiles. they will experiment more and want to do different things on them.and CDMAbased) in all segments and plans to launch at least four more handsets before the end of 2003.maximum volume of sales. mobile gaming is the next big thing in handsets. "Motorola is among the top handset vendors in India and our strategy is to grow our local market share in line with our international market share of 25 per cent. the company has already introduced seven new products (both GSM. as phones become more powerful and come with colour screens. These would include features such as camera.
The uptake of gaming using mobiles in India is still in the early stages. "On an average." says Nayak. we expect gaming to emerge as a revenue stream for operators. Meanwhile. with competition hotting up in the market. handset brands are emerging as one of the highest spenders on advertising and marketing in the consumer electronics category. estimates reveal that about 15 per cent of the consumers are replacing their handsets every two years. While players such as Nokia. with people changing their phones as frequently as every three-six months. there are at least 12 handset brands present in the market. mobile gaming is a relatively nascent industry."In India. At present. Over the next few years. The advent of colour phones with multimedia capabilities and more processing capabilities this year. Another encouraging trend is that the replacement market for GSM handsets is also growing at a rapid pace. Motorola and Samsung ." says LG's Valecha. and falling prices are providing an impetus to mobile gaming amongst Indian consumers.
is focusing on the distribution end and is opening exclusive outlets for its products. Motorola is setting up exclusive `Moto' outlets across India. which is also our focus segment. for instance. which has been investing substantially in promoting its products. Alcatel. . Manager (Marketing). National Panasonic India. An entry-level model would be introduced only in April next year. more firms are firming up their marketing strategies. "We intend to launch four-five new mobile phone models this year in the mid-upper segment.have been advertising aggressively. has signed up Bipasha Basu to promote its brand of cellphones in the market. has struck a distribution alliance with Videocon and would be retailing through about 40. Nokia.000 outlets. Samsung India. meanwhile. BenQ too has outlined about Rs 10-12 crore to promote the brand in India and achieve its market share. Systems Product Division. Panasonic. after setting up an exclusive Samsung Mobile Plaza (SMP) in Mumbai recently. said it will be focusing on shopin-shop stores — Samsung Mobile Privileged Partners (SMPP)." says Shashi Bhushan.
Over the years. With the share of the grey market set to fall further. Indian consumers can look forward to being wooed by the best technology in the market. the old order has changed. Asian players like Samsung and LG. Nokia has been able to race ahead of all other players to become the leading mobile handset maker across the world. the Indian handsets market is all set to boom. there is still a price differential of about 20 per cent between the organised and grey market due to the prevailing duties. European brands Philips and Siemens now compete with Motorola and Sony-Ericsson. In India its dominance is even more pronounced with a 70 per cent market share. However.The company will be launching close to 75 such shops across the country within this year. Sweden's Ericsson and Finland's Nokia dominated the handset market in India. As the market becomes increasingly attractive for handset brands. compared to . US based Motorola. According to market watchers. When mobile phones were introduced in India in the mid-90s.
management style and marketing savvy have earned it the respect of its peers. a sheath covered keypad . The reasons for Nokia's stupendous success in India include amazing branding. Sanjeev Sharma. a focussed marketing exercise and distribution strength. In 2004. Nokia India. Samsung. Its business strategy. anticipating consumer trends early — we were the first to introduce a phone for the fashion segment. and only. the 8210 — a retail strategy that ensures consumers across the country get a consistent experience and an excellent staff. 1100 and 1108. among others. comes a poor second with less than 10 per cent market share. handset major to develop a model suited for Indian conditions. “An extensive product range. The phones gave an integrated torch.” Nokia's commitment to the Indian consumer was underscored when it became the first. Its closest rival in the Indian market. all put together.around 30 per cent globally. Nokia was chosen as 'the most respected consumer durables company' in India by the weekly magazine BusinessWorld. says. after intensive research on the Indian customer's specific needs. CEO. The company launched two models. clicked for Nokia.
games. It has 77 per cent of the $66-$88 phone market and about 68 per cent of the over $330 phone market. The products allow clients to experience the newest applications such as gaming. “Our advertising is aimed at making communication relevant to strengthen consumer-connect with the brand. head of marketing. In a marketing first. in March this year Nokia opened a dedicated Concept Store which features the full range of Nokia products including handsets.” says Sanjay Behl. the 1100. The phones were also introduced in other markets in Asia and Africa. ring tones. . graphics. In its marketing endeavours. mobile enhancements. Besides. Nokia has ensured that its advertising ensures its phones stand out from the clutter of mobile phone advertising. Nokia India. is the largest selling model in the Indian GSM handset market. the company today has a substantial share of both ends of the market. software and exclusive Nokia merchandise. imaging and e-mail support amongst others. Nokia's first ‘Made for India’ model. The five largest selling handset models in the market are all Nokia's.for dust protection and a slip-free grip.
However. The other edge that Nokia has over its rivals is the large portfolio of phones. Nokia and other handset players too reduced their prices to induce the consumer to buy a phone from the authorised phone shops.000 outlets is roughly double that of its rivals. Today. Initially the grey market accounted for 80 per cent of the mobile phone sales due to a huge price differential between the legally imported and the grey market phones. style and colour elements play an important role when consumers are choosing a phone. As part of its distribution strategy. Even as the government slashed duties to reduce the scope of arbitrage. it did adopt an aggressive pricing strategy to fight the grey market.000 cities and towns that have cellular coverage. Today it has the largest range of handset . Nokia has ensured that it has a presence in all 2. The design. the grey market comprises less than 20 per cent of the total handset market. according to industry sources.Nokia has not used the pricing plank for marketing its phones. Unlike other consumer durables. Nokia's distribution network of over 30. successfully. a mobile phone is a style statement much like the wristwatch.
right from the mass market entry-level phones to the mid-market colour and camera phones and also the high-end exclusive phones. “Nokia empowers the consumer in that it offers a choice of more than one phone at every price point.models to choose from. CDMA.” says Kobita Desai. principal analyst. in the mid-market range. Gartner. That was because the . Nokia has introduced phones at all price points.” Nokia lost its edge when GSM's rival technology. with research firm. made its entry in 2003. you can have a phone suited for the corporate types while another would be aimed at techno-loving teenagers. telecom. “Thus.
Finnish major had concentrated on GSM technology and .
Nokia soon introduced several CDMA models and it now has eight CDMA models out of its total of 40 models. the year Reliance Infocomm launched its services in a big way.was losing ground to CDMA handset makers like Samsung and LG in India. but this time it was international. Because of its innovative designs. Samsung seemed to be gaining ground as the mobile of choice when it came to high-end colour and . The lack of CDMA phones had seen Nokia's market share falling from 50 per cent in 2002 to just 22 per cent in 2003. It was only after Nokia gave a push to CDMA phones in the Indian market did its market share roll upwards again to 60 per cent in 2004 and an estimated 74 per cent in 2005. which was launching its services then and making a big splash in the marketplace. The Korean brands quickly established themselves after they tied up with CDMA operator Reliance Infocomm. Nokia had concentrated on the candy bar type of phones which were perceived as ‘boring’ compared to the flip type ‘clamshell’ designed phones of rivals like Samsung. Shortly thereafter. Nokia was again under siege.
UK and Germany. China. Samsung became the highest selling phone in India in the colour segment. the subsequent quick turnaround of the mobile giant by the launch of new clamshell models globally is probably what legends are made of.5 per cent to Nokia's revenues worldwide and is its fifth largest market after the US. With net sales of $1. Nokia has increased its market share in India from around 55 per cent in October 2004 to around 74 per cent in March 2005.” admitted Sharma. India contributes 4. A year on. According to estimates by analysts. It has also become the number one player in the colour phone segment. However.6 billion in 2004. “We had a gap in our product portfolio. India's mobile market is growing at the breakneck rate of over two million mobiles a month and is widely expected to cross 80 million customers by December. 30 to 35 million . The scene looked bleak for Nokia. Around 2003. Industry analysts felt that the company could only go down globally as it lost market share to the newer players. and the picture has changed totally.camera phones.
” points out Sharma. the tenth Nokia facility globally. The telephone had not even been invented when Fredrik Idestam first started his toilet paper . we at Nokia are now seeing additions of about 1. increasing the geographical coverage is the next step for Sharma and his team at Nokia. With less than 25 per cent of India having cellular coverage. The growing importance of India led to setting up a facility for handsets as well as telecom infrastructure in India.5 to 1. Compared to net additions of 300. Nokia has announced an investment of approximately $150 million for the Sriperumbudur handset facility in Tamil Nadu.000 subscribers a month in early 2002. It will be Nokia's second largest production site in Asia. India has emerged as a hot spot for global handset and telecom gear manufacturers as low wireless penetration and the cheapest call rates in the world are pulling in users.handsets would be sold in the $3 billion Indian cell phone market in 2005. compared to the 17 million phones that were sold in 2004.8 million subscribers a month. after the China plant. “The market has seen tremendous growth in the last three years.
and rubber boot business on the banks of the river Nokia in Finland. He could hardly have guessed that over a century later the company he started would be synonymous with a futuristic gadget. .
far more advanced. Cutting a long story short. for instance. These phones are defined by their styling – small. Or rather. slender and compact in design. Market segmentation. B and C lines. The dress phone. isn’t along Sec A.COMPETITORS MARKETING STARTEGY ANALYSIS Executives at Ericsson speak a different lingo from executives elsewhere. A-type phones are entry-level phones. Ttype phones are. ART segmentation. “This segmentation of . The flip side is they are only that much advanced. feature wise. plus the low-cost advantage. ART segmentation is as much about consumer profiles as it is about Ericsson’s products. Ericsson brass talk about A. to coin a term. R-type phones are at the very end of the spectrum. Interestingly. But that’s not the differentiator. T and R. Which means they have most of the standard technology features that Ericsson offers. packed with cutting-edge technology features. by contrast.
T-type phones account for 50 per cent and A-type accounts for 40 per cent. close to 70 per cent are entry-level phones. “Consumers in markets that are yet to mature chose A-type phones as they are looking for something they can be comfortable with. director. In fact. by volume. the company has launched approximately 30 models. T-type phones account for 30 per cent.” he adds. of course. when Ericsson first entered India.” Since 1995. “As consumers become more comfortable using mobile phones. One look at this market and you know that A-type phones are what will sell here.” says Ranjivjit Singh.products is extremely helpful in researching markets and launching phones. in the entire Asia-Pacific region. Ericsson Communications Ltd. both in terms of price and usage. Of these. they start demanding more features and styling. and the rest is R-type. “Take India’s example. And that’s when they upgrade to first T- . A-type phones account for 60 per cent of Ericsson’s sales. mobile phones and corporate communications. In value terms.
This WAP-enabled phone is priced at Rs 9.” . the number of mobile phones in India will exceed the number of fixed lines.495 plus taxes. Last week. We want to be a part of this wireless revolution and take mobile phones to the masses. said that these two phones were evidence of Ericsson’s dedication to bring the latest technology to Indian consumers.type. This water-. and the other. the entry-level A2618. the R310. managing director. “In two years. The R310 is a “tough and rugged phone meant for active and outdoor people”. The idea is to offer consumers an opportunity to shift to the newgeneration WAP technology at an affordable price. Ericsson Communications Ltd.” explains Singh. dust. Speaking at the press conference that announced the launch of the phones. The A2618 is Ericsson’s effort to breach the Rs 10.995 plus taxes. Jan Campbell.and shock-resistant mobile phone is targeted at the youth segment and is priced at Rs 15. Ericsson unveiled two new phones for the Indian market – one. then R-type phones.000 price barrier.
The size of the global mobile phone market is estimated at 450 million units. In comparison, the Indian market is a smidgen – a mere 1.5 million units are likely to be sold this calendar year. However, the silver lining is that the domestic market is expected to grow at 100 per cent, with sales of 2 million and 4 million units in 2001 and 2002, respectively. For mobile phone manufacturers, the low penetration of phones – due to the prohibitive tariff structure – is disheartening. And if that isn’t bad enough, with duties on handsets of up to 44 per cent, the hapless manufacturers end up losing consumers to the grey market. No wonder manufacturers are keenly awaiting the implementation of the revenue-sharing model between operators and the government. As far as Ericsson is concerned, the focus is going to be on the youth. “India is an expanding market, and in any such market, the youth is the biggest segment,” says Singh. The company is targeting the 20-30 age group and claims that more than half of its sales come from this segment. “For the youth the mobile
phone is all about image and lifestyles,” says Singh. “That’s why we have come out with the R310 and the A2618. One is a trendy, technology-led image statement, the other puts the convenience of mobile telephony within the target segment’s reach.”
This is certainly part of Ericsson’s global strategy. Take the daily six-minute interactive interstice on MTV, branded ‘LiLi TM : version 1.2’. LiLi is the virtual veejay who chats with show callers in real time, who plays their favourite music video requests and gives viewers a glimpse of the latest technology and street trends. LiLi is powered Bluetooth wireless technology, pioneered by Ericsson – which also sponsors the show. “Ericsson sees teenagers as driving the future,” says Singh. “They are energized, emotional, market-wise and tribe-minded. More importantly, they grasp new technology very quickly and are constantly hungry for more. We believe their early adoption of new technologies will spearhead 3G, the next communication revolution.” The idea is to catch ’em young. And tell them that Ericsson has
the technology they’re seeking. Which is one area where Ericsson has been lagging in consumer perception. Nokia and Siemens have always been perceived to be technologically superior. Ericsson wants to put the record straight, it appears. When asked about the sales targets that Ericsson has set for the R310 and the A2618 Singh replied, “We have very high expectations from the A2618s as it is positioned for the first-time buyer, and most of the growth is coming from this segment. It appeals to young buyers as well as businessmen who need WAP. The R310s will appeal to a smaller segment than the A2618s. The more outdoorish, rough-and-tough kind of user who carries off this phone with a lot of attitude.” Without mentioning figures, Singh said Ericsson’s growth in India would be in line with market growth. He also claims that Ericsson is one among the top three players in mobile phones – the other two being Nokia and Motorola. “We have a market share of 12-15 per cent in the 1.5-million-unit market.” The target is to take
``Our target is to grow by 300 per cent over the last year and achieve the number one position by year 2003. . MARKETING STRATEGY OF SAMSUNG INDIA SAMSUNG Electronics India Information and Telecommunications Ltd (SEIIT) on Wednesday said it would invest $6 m in marketing and service initiatives. SEIIT. “In a market that is growing by 100 per cent. aimed at becoming the largest player in the country's growing mobile phone market by 2003. He said SEIIT sold 80. claimed it has a 25 per cent market share in GSM phones and over 60 per cent in CDMA phones since entering India's mobile handset market two-and-a-half years ago.'' said Mr Shashin Devsare.that share to 15-20 per cent over the next 12 months.000 handset units last year. at a press conference. the wholly-owned subsidiary of South Korea's Samsung Electronic Co.” he stresses. but declined to give the sales break up of CDMA and GSM handsets. Senior Manager — Telecom of SEIIT.
The company is launching `Samsung Talkies'. HFCL in Punjab and Shyam Telecom in Rajasthan. Mr Devsare said of the proposed $ 6 m investment would be spent on marketing while the balance would go towards developing a nationwide service network.4 million units of which 3.3 million units are expected to come through the grey market. handset market in India during 2002 would be 4. These shops have already come up in Delhi. Mumbai and Chennai and would extend to 10 cities by the end of this year.' .000.The company provides CDMA phones to Tata Tele services in Andhra Pradesh. SEIIT also launched a new handset — the Samsung T100 — with an LCD screen to give colour pictures. According to industry estimates. Priced at Rs 32. a chain of mobile phone shops across the country. this WAPenabled GSM phone is the latest one from Samsung after the `Blue i.
Motorola. However. and that figure is expected to increase 48% to roughly 211 million by the end of 2007. Last year. according to a new study by London-based research firm Wireless Intelligence. and it turns out with good reason.2 million. The emerging economy's white-hot mobile-phone market grew faster than China's for the first time last year -.and is on pace to become more than three times as fast in 2007. and Sony Ericsson. according to Wireless Intelligence. the mainland's market grew by only 18% . are in hot pursuit of mobile-phone growth in India.FINDINGS & ANALYSIS Big global international handset makers Nokia. China is still the world's biggest mobile-phone market with an estimated 443 million subscribers. along with Korean players LG Electronics and Samsung Electronics. the number of mobile connections in India more than doubled to 142. This is a startling development given that India was pretty much a telecom backwater at the start of the decade.
S. according to Wireless Intelligence.1 million over a three-month stretch. Western Europe.1 million new net subscribers on a quarterly basis in the middle of 2005. market penetration is more than 100% thanks to multiple-device ownership.. Asia is expected to represent 40% of that growth. India. Where the Growth Is Last year was definitely a tipping point for Indian mobile telephony. to about 14% -still robust compared to developed markets such as the U. China. such as Italy. Indonesia. In terms of the expected 409 million additional global subscribers that Wireless Intelligence is forecasting for 2007. which had been growing by about 5.last year and that pace will slow further in 2007. By the last quarter of 2006. wireless operators were pulling in about 17. In many developed markets. which is co-owned by European . Pakistan. and Bangladesh are among the top 10 markets expected to register the fastest growth this year. and Japan. Indeed.
Motorola last November launched the Motofone in India after spending two years researching life in rural Indian villages to gain better insight on the phones it ought to design. the company developed a menu that is based on easy-to-understand icons. and handset software that is loaded with regional-language voice prompts. a global mobile-phone trade association. which has invested heavily in emerging markets.. rather than characters. late last year slashed the price of its basic monochrome . For those who can't read. IT consultant Ovum and the GSM Assn. Market leader Nokia. For instance. Meeting Market Needs That's why global handset makers are shifting product- development efforts and marketing strategies to emerging markets.telecoms. The Motofone handset has bold characters and a screen that remains visible even in the bright light of day.
home to 75% of the country's 1 billion-plus population. And handset manufacturers are faced with the tough task of delivering functional but low-priced handsets (in the under-$50 range) designed to meet the needs of low-income users. And it now has three phones in the sub-$50 range.from $50 to $43. While the growth outlook is spectacular in India. Most of the truly robust growth is in rural India. it's a very tough market from which to extract profitable growth. .model -.the Nokia 1110 -.
June 15.MOBILE PHONE: A Ring-away Success With a growth of about 568 percent. 2006 . the mobile handset industry has broken all records Pravin Prashant Tuesday.
but in volumes CDMA has a slight advantage. of which GSM contributed around Rs 727 crore whereas CDMA contributed around Rs 523 crore. the Indian . CDMA leads the way. In FY 2005-06.153 crore whereas GSM contributed around Rs 4. an industry which showed an outstanding growth. CDMA contributed around Rs 4. the handset industry in FY 2004-05 was around Rs 1.191 crore. registering a growth of around 694 percent on the other hand GSM handset market in FY 2005-06 is estimated at around Rs 4. In FY 2005-06. In volume terms.344 crore ($1.153 crore.191 crore. The industry has recorded a turnover of Rs 8. GSM leads the way. The CDMA handset market in FY 2005-06 was estimated at around Rs 4. Just a comparison. The Indian mobile handset industry has broken all records and achieved a growth of 568 percent in value terms. registering a growth of 476 percent. The GSM market leads CDMA by a narrow margin of around Rs 38 crore.250 crore.85 billion).Fiscal 2005-06 belonged to the mobile handset industry. In value terms.
4 million subscribers by the end of December . . according to research firm Informa Telecoms & Media. A few kilometres away.adding a whopping 62 million new subscribers during 2006. India reported more than 137.Nestling among the designer labels in a smart Delhi shopping mall is the glittering glass front of a Nokia mobile phone shop. Both are capitalising on a huge push to sell cheap mobile phones in one of the fastest-growing mobile markets in the world. Competing Selling mobile phones to people in the poorest countries on earth has become a major focus of the world's largest mobile handset manufacturers. An advertising hoarding featuring a giant mobile handset almost obscures the entrance to his shop. Amit Bansal sells mobile handsets from a small display cabinet in a poor market district called Paharganj.
Samsung and Sony Ericsson are competing with each other to slash the cost of making a mobile phone. illegal mobile phone imports as well as stolen and second-hand phones. They are also competing with the huge market in cheap.Facing a slowdown in handset sales as many richer markets become saturated. according to research firm Strategy Analytics. but who cannot afford to use them. LG. just how low can these handsets go? . Nokia. But the question is. in an effort to appeal to millions of potential customers. No-frills models The market in so-called ultra-low-cost handsets is growing at a phenomenal rate . As a result market leaders Motorola. they have turned their attention to the three billion people who are living in areas where there are wireless networks.more than 14 times faster than the global handset market.
Because every dollar added to the cost of the handset counts. a handset for less than $20 has become something of a holy grail. associate director at Strategy Analytics. then less than $20 is the ultimate goal for the industry. rather than colour. .While the cheapest Motorola handsets sell for just under $30 wholesale and Nokia's are below $40. where people have very little cash to spend. because they are cheaper." says Neil Mawston. Few have large memories. "To get the cheapest possible phone to the rural areas. Most phones have black-and-white screens. cameras or games. the industry has gone full-throttle to make handsets as cheap as possible. because the components needed to provide these features will raise the cost.
which already imports components and assembles phones in the country. Many handset makers are also cutting costs by opening factories in India to avoid taxes and import duties. so instead of having numerous chips that each perform a particular function. Sony Ericsson announced its intention to manufacture in India this week. Economies of scale will cut the wholesale price of the phone by about 30%. newer phones cram lots of functions onto a single chip. plans to build handsets from scratch in Chennai from March. .The most expensive part of the phone is the chip. Motorola. and allow them to offer next-generation mobile phone services to consumers in developing countries at the price of current second-generation handsets. And on Monday 12 leading mobile operators selected a slim multimedia phone made by LG Electronics for their 3G for All campaign.
Getting phones to remote areas can be complex and costly. director of strategic operations for high-growth markets at Motorola. Handsets must be very tough to withstand dust and heat in many areas of Asia and Africa. They have intermittent access to electricity and need batteries with double the standby times seen in Europe.Local needs But some costs cannot be cut. Motorola even pays security guards to defend truck drivers carrying handsets worth millions of dollars from violent attacks . In rural Nigeria. manufacturers cannot make their handsets too cheap. state-of-the-art batteries because regularly. Despite rampant cost-cutting. says David Taylor. so many consumers cannot charge their phones . Many handsets contain expensive. too.
Demand for different sets of features also varies across countries. because there are fewer economies of scale.Although ultra-low-cost handset buyers cannot afford $300 handsets.and quality-conscious. It's a substantial amount of their salary for the year and they would not like to buy something that looks cheap or downmarket. radios and the ability to download Bollywood film tunes may be in great demand. such as text messaging in various local languages." says Devinder Kishore. but these features make them more expensive to manufacture. "A mobile phone is very aspirational. Dilemma The problem is that handsets featuring colour screens. they are just as style. director of marketing at Nokia India. This also raises the cost of handsets. .
One feature that could result in a huge take-up of handsets. however. mobile phone manufacturers will increasingly be able to add snazzier features to handsets while maintaining the ultra low-cost price.Analysts at Informa suggest the dilemma may be resolved in time.a commonplace practice in mature markets. As a result. . mobile operators in poorer countries may well begin to subsidise handsets or pay for a proportion of a handset themselves . inevitably drop in price. As advances in technology. is security. Increasingly. ultra-low-cost handsets are beginning to appear that cannot easily be unlocked and used on rival phone networks. such as new chip designs.
and of examining the opportunities and threats a brand faces.e.SWOT OF ANALYSIS Then we did SWOT analysis of the company followed by competitor’s analysis and we concentrated on Samsung prominently as it follows Nokia very closely in terms of market share. SWOT Analysis is a very critical exercise a very effective way of identifying your strengths and weaknesses. both print and TV Commercials are considered and it has both national and international advertisement. . Strengths and weaknesses are internal. they are external. whereas opportunities and threats lie outside i. Then we see how Nokia plans to be ahead in future and maintain its numero uno position in handsets industry. At the last we deal with limitations of the project. Then we concluded followed by recommendation and at last we have appendix in which the different ad campaigns.
As we know that Nokia is the market leader in India with every second cell phone sold in India is of Nokia thus it doesn`t have much of weaknesses but there is still chance for improvement STRENGTHS 1 High brand value 2 Market leader Customer loyalty Wide variety of product portfolio 1. What are your advantages? 2. What do other people see as your strengths? WEAKNESSES . What do you do well? 3.
What could you improve? 2.Its distribution channel is weak No product for low level entry customers Doesn’t have company owned Showrooms No production facility in India 1. Penetration levels of mobile telephony is low 3. Growing market 2. What should you avoid? OPPORTUNITIES 1. One of the fastest growing markets of the world. What do you do badly? 3. • Where are the good opportunities facing you? • What are the interesting trends you are aware of? Useful opportunities can come from such things as: • Changes in technology and markets on both a broad and narrow scale • Changes in government policy related to your field .
6. 7. 4. etc.• Changes in social patterns. 5. thus samsung has upper hand as of distribution . Entry of Mobile phones from china WLL will have negative impact on its sales What obstacles do you face? What is your competition doing? Are the required specifications for your job. Grey market is no more. Motorolla becoming too aggressive with launching very sleek mobile phones 2. products or services changing? 8. Do you have bad debt or cash-flow problems? Is changing technology threatening your . • Local Events THREATS 1. lifestyle changes. 3. position? 9. population profiles.
Still others are keen to possess handsets that are trendier. even if the faults are not that big. its market share almost touched 80%. Waits at Nokia care centres have become longer. some consumers are beginning to look for alternatives. Others say that incidents of software snags have gone up. stylish. with the largest distribution reach among all other handset companies. . it is riding high its omnipresence. designs. like no other player ever would. After launching its handsets over a decade ago. And now. But then. as some say. and multi-functional. the Finnish major strengthened its grip on the Indian market like no other player ever did. A large number of consumers have got so used to Nokia’s interface. Or.CONCLUSION & RECOMMENDATION Nokia clearly had the early mover advantage in India. price points and easy availability of a wide range of models that a few months ago.
projected to be $11 billion in the next 4-5 years. The shift is showing already. Sony Ericsson and Samsung are hungry like wolves. They have sharpened product and marketing strategies to go for the kill. folders. They are pushing slim phones. Motorola. double the current size. The result: Over the past three months. Nokia commands a market share of just 36%. . ultra-slim phones. Worldwide. with an annual demand of 100 million handsets by 2009-10. which not long ago at about 80%. or at least fight back the dominance of a bison like Nokia. there is big chase on for India’s growing cellular handset market. phones with big memory for music.And. other companies are beginning to cater to the palate of the discerning consumer. photos and video clips and so on. Nokia’s market share has dipped. In fact. Its overall share (including CDMA handsets) has fallen to below 60% from about 65% and to about 72% in the case of GSM handsets.
the first thing Nokia officials say is that they are going to adopt the attack strategy to maintain the dominant share in the country. Secondly. and no . the company is more than aware of the weak spots of the attacking wolves. And. Nokia officials believe that a company has to have at least 15% value share to be profitable. they say. Nokia may even be able to hold its share around these levels.” says a Nokia official. with Samsung itching to join the pack of hunters. for instance. “Nokia playing defence is the worst thing it can do. they claim that only Nokia has that. They plan to attack the market's sweet spots of opportunity with innovation in design and ‘continue to offer value for all customers in all categories’. Profitability. In any case. Apparently. the company’s dominance continues. Nokia doesn’t seem to be quite perturbed because its executives say that despite some adjustment in the market.Motorola and Sony Ericsson have started to slowly eat into Nokia’s share in India.
Says Nokia's sales director Sunil Dutt. is able to provide to its customers complete range of products and features at different prices.” says Dutt.about 80. Nokia is skeptical of its competitors gaining the vast distribution reach that it has -.000 three years ago. They even point out that top officials of those companies that have recently gained market share in India are beginning to question the strategy of selling at loss or very low margins. All of them are targeting an individual feature or set of features. Others don't even have half that reach.” “Nokia is offering value in terms of functionality and performance to all. Besides.wolf in the pack chasing it is anywhere near that mark yet. “Each of the competing brands (competitors) is trying to highlight one USP (slimness. Thirdly. up from 14.000 outlets. on the other hand. music. storage etc) through its products. “We strongly believe in a Nokia for everyone . Nokia is very confident of its consumer-following in the country. Nokia.
one thing is clear. The Indian playground is getting bigger and better – someplace that is certainly worth betting on. Whatever be the outcome of this fascinating chase that is unfolding in the country’s cellular market. majority of people do believe and rightly so that there is nothing more gratifying than greater consumer choice through strong competition. Actually.’’ adds Dutt. with shipments rising 61. according to iSuppli. In any case. However. which in the fourth quarter posted the largest quarter-over-quarter growth of all mobile-phone makers. Nokia believes that these novelty factors would settle down and again the issues of reliability.approach to satisfy individual tastes and replicate this while designing products. the biggest waves in the market in 2006 were made by Sony Ericsson. reach and range will become the deciding factors. services.5% . Nokia expanded its leadership position in the mobile handset market in 2006. shipping more units than its next two closest competitors combined.
up 46.and music-enabled phones hit the sweet spot in terms of desirable handset features. . Plus. Sony Ericsson's products appeal to every regional market globally. third and fourth quarters of 2006." Sony Ericsson's shipments increased to 74. "This has contributed to the company's accelerated growth in 2006. "Sony Ericsson is targeting its entire product line at the mid-tohigh range of the market and just recently has started entering the emerging low-cost handset market. because its camera. and telecommunications specialist Ericsson enjoyed a great 2006.1 million units during the same period in 2005.to 26 million units." said Tina Teng. up from 16.4 percent from 51. achieving more than 15 percent growth in the second. wireless communications analyst at iSuppli.8 million units in 2006.1 million units in 2005. The joint venture between consumer electronics giant Sony Corp.
is still the No. up from 83. which accounted for nearly 32 percent of Nokia's shipments in the fourth quarter. The company also shipped a staggering 106 million units in the fourth quarter of 2006. with unit shipments of 348 million in 2006.3 million units for Nokia's two closest competitors. The figure below and attached presents iSuppli's unit-shipment ranking for the Top-5 mobile handset manufacturers in 2005 and 2006. .Nokia stays on top Nokia. This compares to combined shipments of 335. 1 handset OEM by a wide margin. Nokia's highest growth and volume is coming from Europe. Motorola and Samsung.7 million during the same period a year earlier. for its part.
.4 million units in 2006. Despite missing its own fourth-quarter target. growing a whopping 48.7 million units in the fourth quarter of 2005.3 percent from 44. it is in the yearly total where Motorola truly excelled.6 percent to 217. However.The RAZR effect Motorola's mobile handset shipments picked up speed in 2006. up from 146 million units in 2005. up 22. Motorola still managed to ship 65. The company's marketing campaign for its RAZR phone was the main reason behind the surge.7 million units in the fourth quarter of 2006.
"The success of the RAZR handset pushed the whole industry to go thin. up 17.4 percent from 54. according to Teng.9 million units in 2005. Unit shipments from the South Korean handset OEM rose to 64.4 million units in 2006. the display used didn't allow consumers to enter many words or characters into the phone." Teng said. . These issues caused LG to drop one rank to fifth place in 2006. "Now virtually all of the upper-echelon phone OEMs have super-slim handset models. down from fourth in 2005. However." Motorola also introduced the first phone equipped with an Electrophoretic Display (EPD) to the emerging low-cost market in late 2006. leading to inventory buildups that the companies must deal with in the first quarter of 2007. Samsung Electronics and LG Electronics both suffered sales declines in Asia. which is required in certain emerging market regions specifically India and China.
Sony Ericsson was only 5. In the fourth quarter of 2006. LG is hoping that the popularity of its Chocolate line of mobile handsets and the U.9 million units. Samsung ended 2006 in the No. Samsung now must watch its back because Sony Ericsson is gaining on it.2 million units the company shipped in the fourth quarter of 2005. the follow-up to Chocolate. will help it regain its fourth-place position. up just barely from the 16. growing 14. However.S. 3 position with 117.9 million units shy of Samsung's fourth-quarter unit total of 31.9 million units.6 percent from its 2005 total of 104. debut of Shine.9 million units. . with shipments of 17 million units.LG also posted a flat fourth quarter.
id.com/sda_india/psecom.htm • http://www..15785.tech2.ciol. • http://www.financialexpress.as p?artid=41629 • • http://www.com/2006/12/20/stories/ 2006122002760500..html?PHPSESSID=94240abc116c37e6.news.BIBLIOGRAPHY • http://www.com/fe_full_story.sdaindia.rncos.22.com/india/news/mobilephones/india-adds-a-mobile-phone-user-everysecond/3300/0 .php? content_id=148367 • http://www.site_layout.com/Blog/mobile..thehindubusinessline.pdf • http://www.com/content/search/showarticle.html http://www.accenture. sdaindia.com/NR/rdonlyres/88D23EA9-371043D2-842A-E13BCFF1F091/0/mc44.
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