SMARTPHONES

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PDA

Mobile Phone

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Smartphone

● GPS ● Wi-Fi and mobile broadband access ● Touch screen ● Music player ● Open and complete OS ● Compatibility with third-party apps .

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● Consumer Behavior and Market Penetration ● Brand Satisfaction and loyalty ● Porters Five Force model ● SWOT Analysis ● Market Strategies ● Consumer Experience .

Age Below 18 19-22 22-30 30-45 Above 45 Occupation Student Service Self Employed Retired Total number of respondents 103 .

Willingness to Spend WTP 45 40 35 30 25 20 15 WTP 10 5 0 Upto 5000 5000-12000 12000-17000 Above 17000 .

Aspirational Value? Status Symbol 64 39 Yes No 100% 0% 50% Buying Decision influencers Aesthetics Peer influence Past Experience with the… Price Advertisements 36 30 31 18 6 .

POP 15 Company Outlets Retail Elec Store Online Portals Local Stores 23 12 53 .

Push mail) Clarity of Display Price Apps Offered .What is the most Important factor for you in choosing a particular smart phone? 35 30 25 20 15 10 5 0 Type of Special Processor Features and Speed (Eg BBM.

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● Threat of Entry  Moderately Low ● Threat of Suppliers  Low ● Threat of Buyers  Moderately High ● Threat of Substitutes  Moderately High ● Threat of Rivalry High .

Strength ●Established Brand ●Customer Loyalty ● Innovation is a key driver ● Unique look and feel Weakness Opportunity ● The mobile subscriber base  increasing ● Increasing awareness ● Increasing income levels A P P L E ●Distribution channels  limited ● Less appeal to corporate customers ● Limitation of certain features Threats ● Increased competition (Blackberry and Android) ● New entrants .

A N D R O I D Weakness ●The interface not as user friendly as Apple ● Not mature Threats ● Platform faces risk of fragmentation ● Immense competition ● New entrants. .Strength ●Credibility of brand Google ● Competitive Pricing ● Service integration ● Opportunity ● Open & developer friendly ● Potential  major player in embedded electronic market.

.Strength ● Variety of products ● Integration with other platforms ● Integrated Email service Opportunity ● BBM attracts major customer base ● B L A C K B E R R Y Weakness ●Struggles at critical applications ● Dependent on operators Threats ● Competitors have launched  own branded email service ● Immense competition ● New entrants.

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Innovative products delivering exceptional experience through superb user interfaces Simple. easy to use products yet technologically superior Strategic alliances with service providers ensuring an enhanced experience Own retail stores in major cities .

Strategic alliances with handset manufacturers Open market for developing and publishing applications • Covers different market segments • Achieves differential pricing • No direct marketing • Supports a wide range of softwares • Anyone can develop an app for android • Marketing an app is indirect marketing for android .

Sell the brand Business phone Repositioned itself as ‘Blackberry Boys’ Captured segments beyond the initial target market .

● Smartphones account for 49% of time spent on the internet in India ● Indian user spends approximately 72% of his time on smartphones ● Demand of innovations on a high. Customer expect fax and projector on smartphone ● Demand of new apps increasing ● As per ‘Mobile Store’ 40-45 minutes are spent to deliberate on buying smartphone .

Satisfied Customers Dissatisfied Customers •Very slow service •Parts of phone replaced not authentic •No assurance of data security •On time delivery •Authentic parts •Data is Secure Apple Nokia And Samsung .