youth revolution in mobile handset industry in india
DESCRIPTION
This is the presentation given by me at the 3rd Marketing Global Youth Forum, Taj Lands, Mumbai on 8th Feb, 2011. Feel free to contact for further details.TRANSCRIPT
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“The most prolific period of pessimism comes at twenty-one, or thereabouts, when the first attempt is
made to translate dreams into reality.”
Youth …… here we go ….
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Youth Revolution in Mobile Handset Industry
Presented by,
Shripal GandhiVice President – Sales and Marketing
BYOND Mobiles
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Introduction
Journey of CommunicationA mobile handset has graduated from the fundamental role of voice communications and has emerged as a convergence and lifestyle support device.
Evolution of Communication
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Changing Trends
Trunk Calls STD Booth Changes within Service Providers Involvement of Youth into Communication Extremely subsidized Tariff
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Youth in India Youth Population
Total Youth Population contributes 40-50% and looking at the current population by 2020 the average age in India will be of 29 years
Spending power9 billion per day is spent on the communication devices in India. Due to that bulk of mobile
devices n service providers are emerging their businesses.
Rural Youth
Village Head (Sarpanch)
Opinion Makers Direct InfluencePostmen
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MEDIA
DEALERS
(B2B)
END CUSTOMERS
(B2C)
DISTRIBUTORS
(B2B)
TARGETTARGET GROUPSGROUPS
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Factors For choosing mobile Phone
Factors for choosing Mobile Phone
MOBILE PHONES: Own:
Yes
MOBILE PHONES: Plan to
buy: You
MOBILE PHONES: Plan to
buy: Someone else in the family
Advertising 8.48% 8.38% 6.82%Company reputation 16% 13% 12%Sound / Picture Clarity 41% 30% 33%Personal experience 13% 12% 11%Reception 3.01% 3.30% 1.98%Recommendation 2.57% 2.32% 2.27%Special offers / schemes 9.14% 6.80% 7.61%Costs 7.62% 5.18% 6.61%Customer service including complain handling 4.49% 3.07% 4.12%Image/Brand 3.64% 2.70% 2.96%
Market – north & east Source : TGI
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Features in Mobile Phone
Features in mobile phone: Have Total %
MOBILE PHONES: Own: Yes
MOBILE PHONES: Plan to buy: You
MOBILE PHONES: Plan to buy: Someone else
in the family
Internet/WAP 6.57% 10% 9.42% 8.31%E-mail 9.81% 15% 13% 13%Games 46% 72% 52% 57%Text Messages 31% 48% 33% 38%Voice mail/Answer phone 8.51% 13% 11% 10%Camera (Still pictures) 9.45% 15% 13% 11%Video Camera 8.41% 13% 12% 10%Voice Activation 4.25% 6.64% 6.14% 4.68%MMS/Picture Messaging 11% 17% 14% 12%Triband 1.45% 2.26% 2.23% 2.00%Get SMS Text 44% 69% 54% 55%Information Services 4.69% 7.33% 5.18% 5.19%Radio 13% 21% 18% 18%MP3 Player 7.44% 12% 10% 8.80%Downloading/Watching Videos 3.95% 6.17% 5.39% 4.45%Bluetooth 5.81% 9.08% 7.66% 7.28%Google Maps 1.21% 1.90% 1.83% 1.57%GPS-Geographic Positioning System 1.28% 2.01% 2.14% 1.41%3G (Third generation Technology) 0.67% 1.05% 1.22% 0.59%Others 3.10% 4.85% 3.25% 5.31%
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Youth & Mobiles
Affordability Falling prices due to competition Aspirational Value – Fully loaded features with elegant look
SMS/MMS/INTERNET – QWERTY Keypad Expression of self and Extension of Self - like chatting, dating, gaming,
voice SMS. As an example, voice MSM simplifies the communication.
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Youth & Connectivity
Life Without Mobiles
Battery – 3000 mAh (First time in India)
Battery TV Commercial
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Youth & Personality
Physical Appearance & Handsets Manufacturer started focusing on ID designs
The Bond – Track pad, 3.2 MP Camera, Java Support,
2000 mAh battery, High music quality, Auto answering machine
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Moonraker-The James Bond Campaign
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Youth & Gaming
Gaming Mania
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Youth & Music
Musicgiri 75% users prefers music phones vs. Mp3 Player
Poly tones Music Gallery Wireless FM Yamaha Chipset Vibra Speaker
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Our Music Phone Campaign
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Youth & Social Networking
Facebook, Twitter, etc
2G – 3G ManiaApplications such as web browsing, mobile banking, mobile games, videos, conferencing, e-commerce and access to other data services will be ease of use to general consumers and will reach across boundaries.
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Facts Of Mobile Internet
Facts & Figures Applications downloads: As stated by Gartner, revenue worth $4.2 bn was produced by the app stores, which are expected to grow further to $29.5 bn by 2013.
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Youth & Photography
Capture Your Memories VGA to 12 MP camera Face to face chatting Dual Conferencing Video Conferencing
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Youth & Multimedia
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Youth & Touch Screen
1. Physical appearance of a petite and slender
2. TFT Display for color depth virtual QWERTY keypad and handwriting recognition to simplify navigation and typing messages.
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Youth & Dual Sim
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Youth & Data Storage
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Conclusion
Various facets have transformed the youth and in turn causing the change in mobile handset industry in India like, connectivity, social networking, photography, 2G/3G, Data Storage, Gaming, Touch Screen
Sound and Picture Quality of phones plays a very vital role in selecting a mobile handset by youth
Mobile Handset has become a lifestyle support device rather than a communication device
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Thank You
Shripal GandhiVice President – Sales and Marketing, BYOND Mobiles
Cell : +91 9370218899Email : [email protected]
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Credits Indian Brand Equity Foundation – www.ibef.org http://voicendata.ciol.com http://news.bbc.co.uk www.siaargroupblogspot.com www.istock.com Market Research by TGI (north and east)