MOBILE

PHONES
 INDUSTRY OVERVIEW
• India, the world's second largest market for mobile phones is forecasted to become
even larger market with unit shipment of 208.4 million in 2016 at a compound
annual growth rate (CAGR) of 11.8 per cent from 2010 to 2016

• Mobile handset market's revenues in India soar from Rupees 255.91 billion in 2010
to Rupees 350.05 billion in 2016.

• According to analysts, growing demand in the rural market and Tier-II and III cities
will further fuel booming sales in the Indian mobile phone market.

• The market is also witnessing the influx of a new class of affordable handsets, which
are classified as smart phone - like devices, with touch screens and other smart phone
features.
 India to be world’s No.2 in
mobile phone users
India is widely seen as the last big market for mobile
phone growth. Less than 40 per cent of the country's
total area is covered by mobile networks, and fewer
than eight in every 100 Indians use mobiles, compared
with China's 30 per cent.
KEY PLAYERS
BASIC PHONES SMART PHONES

BUSINESS PHONE ENTERTAINMENT PHONES

MARKET SIZE
AND
MARKET SHARE
• 1,32,000 employees in 120 countries

• World’s largest manufacturers

• 38% market share

• For every major market, segment and protocol

• BlackBerry commands a 14.8% share of worldwide
smartphone sales, making it the fifth most popular device
manufacturer after Nokia, Samsung ,LG and Apple.

• The consumer BlackBerry Internet Service is available in 91

countries worldwide on over 500 mobile service operators
using various mobile technologies.
• The iPhone has a market share of barely 4% of all cellphones

• Apple still pulls in more than 50% of the total profit that global cellphone sales generate

•  Sales in Q4 2008 surpassed temporarily those of RIM's Blackberry sales of 5.2 million units,

which made Apple briefly the third largest mobile phone manufacturer by revenue after
Nokia & Samsung

• Approximately 6.4 million iPhones are active in the U.S. alone

• The company initially made smartphones based mostly on Microsoft's Windows
Mobile operating system (OS) software, but in 2009 it began to shift its core focus away
from Windows Mobile devices to devices based on Android OS.

• In the EMEA region overall, we are above 10% [market share] and we are
aiming to get to 15% by the end of this year
 Nokia in India 52.2%.
 Samsung17.4%. With its wide range of ‘Corby‘ and ‘Star‘ branded
mobiles has caught the attention of young Indians that played its
part.
 LG stands third at 5.9% share.
 14%. Micromax mobiles topped the chart (of Indian makers) with
4.1%
 Spice (3.9%)
 Karbonn mobiles (3%).
 Recent entrants such as Lava mobile, Lemon mobiles and Max mobile
too are hovering around that 1% market share.
 In the US however, Blackberry owned by RIM has over 35% in market
share, while the Apple iPhone has about 28% and Google’s Android
platform captures only 9% of the market.
 Apple to Overtake RIM in Mobile Phones
Market Share

• Apple has increased its mobile phone market

share from 0.3% in 2007 to 2% in 2009, while
RIM mobile phone market share increased
from 1% to about 3% during the same period. 
We expect Apple’s market share to overtake
that of RIM by 2011, and for Apple and RIM to
have 11% and 8% market share, respectively
QUESTIONNAIRE
MOBILE PHONES – BRAND AWARNESS

NOKIA
HTC
2%7%2% 20% BLACKBERRY
9%
APPLE
11% 11%
SAMSUNG
18% 18% MICROMAX
SPICE
MOTOROLA
LAVA
 MOBILE PHONES - USE

NOKIA
BLACKBEERY
10% 21% HTC
10% APPLE
10% 14% MICROMAX
17% 7% 10% LAVA
SAMSUNG
SPICE
NOKIA
USER FRIENDLY HTC
RELIABLE ANDROID
SENSE
BLACKBERRY
BBM
PROFESSIONAL
SAMSUNG
APPLE BADA
TOUCH VOICE
FEATURES
LAVA LEMON
NAME TRUST FACTOR

SPICE FLY
CHEAP
NOT SURE MATERIAL
HAIER VIDEOCON
NOT
OLD COMPETITIVE
FEATURES PEOPLE

BRAND ADVERTISEM
NAME ENT
 PARAMETERS

FEATURES TOUCHSCREEN
10% 7% 2% RELIABLE USER FRIENDLY
2% 10%
5% MEMORY MUSIC
CAMERA 3G/WIFI
10% 9% EMAIL GAMES
DUAL SIM QWERTY
10% 7% APPLICATIONS
10% 9%
9%
 RANKING
10
8
6
4 RANKING
2
0
KIA TC PLE RY NG LA AX VA ICE ON
O H P ER SU RO M LA SP M
N A KB
C A M T O C RO LE
LA S MO MI
B
ADVERTISEMENTS

BLACKBERRY
NOKIA
LAVA
HTC
APPLE
SAMSUNG
 25-35

PRICE POINT
15-25
5-15

35 & ABOVE

In Thousands RS
IMPROVEMENTS IN
FUTURE LOOKS
MEMORY
PRICE POINT
27% 30% FEATURES

24% 18%
Product : Samsung “R” Special Edition
R

R
 The Power of “R” Mind it
• All Smartphone Features + Special Rajni Features
• Mobile tracking
• Worlds most durable smart phone
• Water Proof
• 100% scratch proof body n Screen
• 2 months battery Life
• Fastest Application Speed

• Price : 10-15k
 Place
• Launch in : Southern Market
‘Rajini-mania’

Later across all the Indian market

 Promotion

‘R’experience zone
TVC
(2)Suddenly it Rained (3)Rajnikanth got angry
(1)Once Rajnikanth was
Heavily & Coconut fell on and invented Most
enjoying the vacation on
his Phone and it broke Durable & Waterproof
beach
down Phone

(4)Now he plays tennis

(5)New Samsung “R” edition
with his new phone and
phone
coconut as ball.
The power of “R” MIND IT!
Recommendations
and
Conclusion