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Differentiation and positioning in telecom

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Differentiation and positioning in telecom

  1. 1. DIFFERENTIATION AND POSITIONING IN TELECOM PRESENTED AS GUEST SPEAKER AT DTU IN MARCH, 2012.
  2. 2. Contents  Introduction  Events  Supply Side  Demand Side  Differentiation Strategies  Digital Marketing
  3. 3. Introduction
  4. 4. What is inside a mobile phone?  The core technology inside a mobile phone is typically based on a chipset existing of three or more main components (Integrated Circuits) designed to collectively provide a complete functionality for communication and running applications.  The Radio Frequency Circuit (RF) sends and receives voice or data signals to the mobile phone,  The Mixed Signal Circuit converts the signals from digital to analog and vice versa so that the information can be managed by the Baseband Circuit (BB).  The BB can be seen as the phone processor where both the application software and the communication software is managed.  Operating Systems  Electronic Components- LCD, Processor, Memory  Mechanical- Keypad, Tooling, CMF- Color, Material and Finish
  5. 5. 2005…  “As was the case with the earliest PCs, software components, hardware components and operating systems were produced in-house, and assembled together in interdependent product architectures. The resources required to enter the fledgling mobile phone industry were beyond the means of most small and medium sized players.” The Mobile Handset Industry in Transition- 2005
  6. 6. Events
  7. 7. Mediatek  “… There has been the emergence of reference design houses that integrate software components, hardware components and an operating system into a tested and verified system solution that can be used to build a mobile phone…”  One such Reference Design House was Mediatek- A Taiwanese Company  “Hsinchu, Taiwan based MediaTek is a fabless semiconductor company that unleashed a white box market in mobile phone handsets by offering an innovative "complete solution" for 2.5G and 2.7G handset manufacturers, dramatically lowering the barriers to entry into the business.”
  8. 8. Result…
  9. 9. The Android Revolution  The unveiling of the Android distribution in 2007 was announced with the founding of the Open Handset Alliance, a consortium of 86 hardware, software, and telecommunication companies devoted to advancing open standards for mobile devices  Android was listed as the best-selling smartphone platform worldwide in Q4 2010 with over 300 million Android devices in use by February 2012
  10. 10. The Result…
  11. 11. Supply Side
  12. 12. The Supply Side  Platforms- Android, Windows, iOS, BB  OEMs- Indian, MNC  Chipsets- Mediatek, ARM, Intel  Carriers/Operators- Airtel, Vodafone  Form Factors- Touch, Touch n Type, Qwerty
  13. 13. Demand Side
  14. 14. Demand Side  The Young- 18-24,SEC A/B,  The Upgradable- 1st Time Smartphone Buyer  The Restless- 18-35, SEC A,  Fast Replacer  Rural- The 1st Time Phone Buyer  Women- The Micromax Bling, Lava A 16
  15. 15. Problem of Plenty
  16. 16. Too Many Suppliers Too Many Segments Positioning and Differentiation is the Key Question !!
  17. 17. Differentiation Strategies in Android
  18. 18. Brand Building  Building a Brand- LG Optimus, Sony Xperia, Samsung Galaxy
  19. 19. Technology Ladders  Processor- DUAL, Quad Core  Screen Type and Size- Bigger and Brighter- AMOLED, SUPER AMOLED
  20. 20. User Interfaces  OEMs investing in Unique User Interfaces to create differentiation
  21. 21. Changing the Game  Intel Launching Partnerships with Lenovo, Lava and Motorola for Android Handsets Based on their chipsets
  22. 22. New Segment Strategies
  23. 23. New Device Segments  The Tablet  Apple iPad  Huge number of Android Tab Makers  BB Playbook  Windows 8 Tabs- To be launched soon  The Samsung Galaxy Note and the S Pen
  24. 24. The Operator Perspective- Enterprise  Targeting Enterprise Customers with Devices as a solution  Bangalore Traffic Police:  Bharti Airtel, Asia’s has successfully completed the deployment of the “Traffic Police Enforcement Automation” system by providing BlackBerry® smartphones to all the officers of the Bangalore Traffic Police  The solution involves vigilance through video cameras, set up at different traffic signals and equipping every Bangalore traffic police officer with a BlackBerry smartphone and Bluetooth® printer, which gives them access to the history of the driver and the vehicle and allows the officer to issue challans on the spot with the click of a button.
  25. 25. The Operator Perspective- Mobility  Targeting Consumers with Data Hungry Devices with Bundled Plans
  26. 26. The Form Factor Revolution  Touch n Type- Nokia C2-03
  27. 27. The Form Factor Revolution  BB Goes Touch
  28. 28. The Dual SIM Revolution  Mediatek Starts the Trend- 30% of The Indian Handset Market  Nokia and Samsung Go Dual
  29. 29. Rural Focus  Case of Lava KKT 34+, Karbonn K9 and Zen M 72- Combined 5 Lakh Units/Month Sales  Big Battery, Big Screen (2.4in) , Loud Sound
  30. 30. Creating an App Eco System  Handsets + Apps- Apple and Android
  31. 31. …And Creating a Parallel Ecosystem  Nokia+ Microsoft
  32. 32. On Ground Differentiation  Service is the Biggest Pain Point for Indian Brands  Service- Lava’s SSD Model- Differentiating over other Indian and MNC Brand  Most brand rely on 3rd Party Service Centers like TVS-E  Lava Created the SSD Model- Sales and Service Distribution Model by which:  Each DB was mandated and given incentives to run a Service Center  Each has to maintain a Minimum Quantity of Spare Parts  800 DBs= 800 Service Centers
  33. 33. Reaching the Consumer Through Digital Marketing
  34. 34. Information most searched on the Internet during the decision making process of buying a Mobile Device:  Offers  Prices  Comparisons  Reviews  Features Informational Needs
  35. 35. Importance given to the sources for finding information about a Mobile Device 1. Company Websites 2. Mobiles Related Websites 3. Blogs/ Forums 4. Social Networking Sites Informational Sources
  36. 36.  Search engine optimization  Search engine marketing  Promotions: Banner ads and e-mail campaigns  Micro sites of Devices During Launch  Special Device Pages on SNS  PR: Presence on Blogs/ Forums  Linking website with SNS like FB  Options to “like” content on the website and share it socially on  Reputation Management How to be there?
  37. 37. …To End it All..
  38. 38. Steve Jobs  On Focus: ‘’And it comes from saying no to 1,000 things to make sure we don't get on the wrong track or try to do too much. We're always thinking about new markets we could enter, but it's only by saying no that you can concentrate on the things that are really important.”
  39. 39. Steve Jobs To the Class of 2012- Think Different.. And Change the World “Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.” – Think Different
  40. 40. thank you

Notes de l'éditeur

  • Lava KKT 34+ - Loud Sound+ Big Battery
  • Processors: Age of the Quad Core Smartphone- HTC One X vs ZTE Era vs LG Optimus 4X HD vs Huawei Ascend D
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