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Smartphones - industry report

Industry report for smart phones

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Smartphones - industry report
The SMART Phone
BLUE turtles
Mobile phones in INDIA


Mid nineties, INDIA saw its first mobile



Maker: MICROMAX



Modi TELSTRA was the first service provider in India



First city to receive mobile network: KOLKATA
Some numbers…


Total number of Smartphones: ~30 Mn.



Smartphone share as a % of total mobile sales:
12-15%



Leading smartphone operating system: Android



Share of android : 56.4%



Leading local brands : Micromax, Karbonn, Spice



Share of local brands in total smart phone sales:
20-25%
Major players in the Market


APPLE



SAMSUNG



BLACKBERRY



NOKIA



SONY



MICROMAX



LG



HTC
Mobile phones in the market


Total mobile revenue – 1.5 trillion, over 2% of global
GDP



42% of the revenue from Top 10 operators



Samsung and Apple account for close to 50% of

smart phone unit share


And they also account for 90% of smartphone
revenues.



Competition is Cut throat.
Publicité

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Smartphones - industry report

  • 3. Mobile phones in INDIA  Mid nineties, INDIA saw its first mobile  Maker: MICROMAX  Modi TELSTRA was the first service provider in India  First city to receive mobile network: KOLKATA
  • 4. Some numbers…  Total number of Smartphones: ~30 Mn.  Smartphone share as a % of total mobile sales: 12-15%  Leading smartphone operating system: Android  Share of android : 56.4%  Leading local brands : Micromax, Karbonn, Spice  Share of local brands in total smart phone sales: 20-25%
  • 5. Major players in the Market  APPLE  SAMSUNG  BLACKBERRY  NOKIA  SONY  MICROMAX  LG  HTC
  • 6. Mobile phones in the market  Total mobile revenue – 1.5 trillion, over 2% of global GDP  42% of the revenue from Top 10 operators  Samsung and Apple account for close to 50% of smart phone unit share  And they also account for 90% of smartphone revenues.  Competition is Cut throat.
  • 7. Latest smart phones  Apple : Apple iPhone 5  Samsung: Samsung galaxy s4  Micromax: Micromax canvas 4  Sony: Sony Xperia Z  HTC: HTC Butterfly, HTC one  Nokia: Nokia Lumia 1020  Blackberry: Blackberry Z10, Q10
  • 8. Segments in the market  A. Ultra low cost mobile handsets (INR 3000-7000)  B. Medium cost mobile handsets (INR 7000-20000)  C. High cost mobile handsets (INR 20000+)
  • 9. Segments in the market  The below table gives details of number of phones of each brand in each segment A Samsung Apple Micromax Nokia (WINDOWS) Nokia (SYMBIAN) Sony HTC KARBONN B C 9 0 11 1 14 1 1 15 10 0 9 10 10 11 11 9 10 3 0 2 0 7 6 0
  • 10. Market share of OEMs in India Smart phone market share in India 21.5 42.3 5.1 5.6 8.4 17.1 Samsung Micromax Karbonn Nokia sony others
  • 11. Market share of OEMs globally
  • 12. Market share based on Mobile OS Market share of Mobile OS 20.6 2.6 3 56.4 17.4 Android Symbain iOS Windows others
  • 13. Major challenges faced by the industry  Raw materials  Integrating cloud  Recycling the unused mobiles  Government regulations
  • 15. ANALYSIS OF THE INDUSTRY
  • 16. DEMAND The demand for a smart phone follows the normal demand curve. As the price decreases, the demand for the good increases. Price  D Quantity
  • 17. Demand & Market Demand   As there are many factors that influence demand, we assumed the demand equation to: Q= 5P + 1C + 1.5F+2S+3B+4Ad+7U+2(DoI) + 1.5Se [for 3000<=P<=20000]  For the price above 20000, some of the above said factors do not matter. Hence,  Q= 2P + 1C + 2F+5B+6Ad+ 1 Se [for P>20000]
  • 18. Elasticity, Inelasticity and Cross elasticity  A smart phone follows all the rules of normal commodities excepting for a few exceptions. A normal smartphone has price elasticity which is above unity.  Eg: demand for phones like Samsung S4, HTC one etc.  Exceptions being iPhone 5. Even though priced extremely high, the demand of the iPhone 5 was so high, that they fell short of supply as soon as the phone was released. Being a luxury commodity, it is a fairly inelastic good.
  • 19. Cross Elasticity  Due to the high number of complementary goods, this concept can be seen often  Acquisition of Motorola by Google  Merger with LG and Google  Acquiring Android  finally name changed to Google play  Apple releasing their locked phones exclusively with network providers like Airtel in India.  Same was done by Blackberry and Vodafone.  The decline of Nokia from being the top brand. This explains the concept of cross elasticity among substitutes.
  • 21. Market Power   A Smart phone industry: An Oligopoly Being an Oligopoly, fight for more market share is always present. Some examples are  Micromax Canvas: strikingly similar to Galaxy S2, S3 Note 2 phones from Samsung, but almost at half the price.  Aggressive marketing by every player including Apple.  Blackberry, a brand known for QWERTY. Releasing a full touchscreen phone with Z10  The famous case of Apple v/s Samsung