Indian Smartphone Market Analysis
India has become the 2nd largest smartphone market
overtaking US by the end of 2015
Smartphone user base grew to surpass 220 million by the
end of 2015
Over 100 million smartphones were shipped to India in
2015 alone
Which is 23% more than previous year
But, smartphone penetration of the total potential
population is still below 30%, and 2016 could witness
even faster and broader growth
Smartphone user base in India over the Years
Over 150 Smartphone brands are sold in
India now
More than 20 brands are assembled in India
28.6%
14.3%
Domestic Smartphone Brands Like
Micromax, Lava, Intex are giving healthy
competition to several international players
Indian Smartphone market is highly
competitive and it is going to become even
more competitive in the coming years
Brand wise sales of
Smartphones in Q4
2015
Samsung
11.4%
Micromax Lenovo
9.6%
Intex
29.3%
6.8%
Lava
Others
Microsoft Nokia Market Analysis
2007
2008
Market share of Nokia/ Microsoft Nokia from 2007 -15
2011
Why Nokias Marketing Strategy Failed
Lack of strong value
proposition, which
would differentiate
Microsoft Nokias
products from others
for its target customers
Microsoft Nokias
marketing messaging
is random which
doesnt create a
compelling message
2013
Nokia was the Market leader in Smartphone
market segment
Symbian operating system
iOS was introduced by Apple
Android operating system by Google
Both Android & iOS had better user interface
than Symbian and started becoming popular
Nokia started loosing its market
Microsoft & Nokia strategic partnership
Nov11 : First Nokia phone with Windows OS
Microsoft acquired Nokias mobile phone
division
2013- Market Share around 5% , 2014
around 4.1%, 2015 around 3.2%
This was due to weak marketing strategy by
Microsoft Nokia
Bran
d
Propo
sition
Key Areas to
Focus upon for
Microsoft Nokia
Focus
on
Key
sales
chann
els
Bran
d
Posit
ionin
g
Enga
ging
Cam
paig
ns to
creat
e
TOM
recal
l
Key
Mark
eting
Strat
egie
s
Market Segmentation
Innov
ative
produ
cts/
Ideas
to
streng
then
marke
t
share
Business users
Mobile
Professionals
Designed specifically for
businesses and vertical
applications
Smart phones, rich in features
Brand Proposition
Key features of Microsoft Phone with Windows 1
Complete business Phone to solve all your business needs
Security
Built in security features, which keeps
important documents secure
Manageability
Ease of use, easy access to office
tools and other platforms
Microsoft Universal Windows
Platform(UWP)
UWP apps can run on any
Windows 10 device, from PCs
to tablets to smartphones
Cross Platform Switching
Can easily switch access to
documents and files from one device
to another
Reliability
Reliable and more stable
phone
This makes windows 10
unique from security and
manageability perspective
Windows
hello
support
Continuum
Sales Channels
Omni Channel Retail
Priority1
E-commerce
Concept stores
Priority stores
Ecommerce
Priority2
Selling through
various ECommerce
platforms
Brick & Mortar Retail
Priority3
Selling through
traditional brick
and mortar
stores
Omni Channel Retail will allow users to view the product from one
platform
Share the product through social media and ask for feedback
from friends and connections
OmniChannel
Retail
That will
flawlessly
integrate multiple
channels to
provide a
complete user
experience
Tie-up with a Ecommerce to
provide separate
section for users
Buy the product from other platform
Review and share the product to different platforms with ease
Opening Concept
Stores,
Engagement
stores and Priority
stores
Brand differentiated from competitors
Empowering
people and
Organizations
over years
through its
windows OS of
personal
computers
Partner with HCL
InfoSystem
provide
unparalleled
network that
covers more than
13000 towns
across 650+
districts in India
Network
marketing can be
done perfectly by
using their large
customer base in
personal
computers
segment.
UWP will be a
great advantage
in this regard
Marketing Strategies
#FunAtW
ork
campaign
Online
event/quiz
Exciting offers :
Couple movie
tickets
Passes for
business and
tech expos
Accessories for
mobile and
laptop
Connect with
the customers
Customize
apps and
product at
festive time
Customize for Indian
festivals
User Engagement
Use the value
coupon for
smartphone
purchase
Recycle your
phone
Utilize large PC
Base
Study behavior
of PC users
Recommend
them
applications
which will be
used to provide
them application
experience
Create a
content
platform post
on rising
technologies,
emerging
trends and
new bestpractices
Profile
improvement
tips for the
best 4-5
opinions
Frequent
professional
and
presentation
tips on the
linkedIn page
of
MicrosoftNoki
a
The Next Big
Thing
Seamless Voice
Control
Wireless
Power
Harvesting
56% android,
49% iOS, 53%
of windows
buyer prefer
larger battery
life*
UltraCapacitors
Engineering
Holographic data storage
Marketing
Source IDC survay*
Holographic
Projections
