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Smartphone Industry

Group 7
Smartphone industry – Market overview
• India – fastest growing smartphone market
• From 76 million to 317 million in 6 years
• 39% of all mobile users own smartphones by 2019
• Indian mobile phone market grew by 48% #in 2018
• Smartphone industry grew by 62% in 2018

*Source - https://www.theweek.in/news/biz-tech/2018/12/31/premium-mobiles-to-eye-customer-attention-in-2019.html
#Source- https://www.counterpointresearch.com/india-feature-phone-market-doubled-smartphone-market-remained-flat-yoy-q1-2018/
Major players
• Total number of smartphones in India as of 2018 – 373.88 million
• Market share
• Low range smartphones
• Major players – Intex, Xolo, Panasoic
• Mid range smartphones
• Major players - Xiaomi, Samsung, Vivo, Oppo
• High range smartphones
• Major players – OnePlus, Apple

Source - https://www.counterpointresearch.com/india-smartphone-share/
Market segmentation
• Based on operating system
• Android – Xiaomi, Samsung
• iOS - Apple
• Windows – Microsoft
• Based on display
• Small size phones : up to 4 inches
• Major players - Samsung Galaxy Mini
• Medium size phones : 4 inches to 5.5 inches
• Major Players – Apple iPhone SE, Xiaomi Note Pro,
• Large size phones : more than 5.5 inches
• Major Players – OnePlus 6, 6T, Xiaomi RedMi Pro
Market segmentation (contd.)
• Based on battery power
• Low – up to 2000 mAh
• Major Players – Apple iPhone 6S, iPhone 7, iPhone 8
• Medium – 2000 to 3500 mAh
• Major players – Samsung Galaxy J2 Core, Apple iPhone XR
• High – more than 3500 mAh
• Major Players – OnePlus 6T, Redmi 6 Pro, Samsung Galaxy Note 9
Target segments
• Based on Demographics
• Non-working individuals
• High school students
• Undergrads
• Postgrads
• Professional postgrads
• Housewives
• Salaried employees of all incomes
• Government employees
• Private Employees
• Self employed individuals
• Business owners
Core target segments
• Business owners
• Age between 22 to 45 yrs
• Students
• Under graduation
• Age between 18 to 23 yrs
• Post graduation
• Age between 21 to 27 yrs
• Professional post graduation
• Age between 21 to 30 yrs
Core target segments (contd.)
• Salaried employees
• Aged between 21 to 40 yrs
• Self employed professionals
• Aged between 30 to 45 yrs
Consumer understanding
• Consumer prefer smartphone because:
• Encapsulates multiple attributes
• Camera, music player, alarm, calculator, MS Office
• Accessibility of internet on the go
• Can check e-mails
• Look up information on the web
• Catch up on social media
• User friendly display and features
• Touch screen easy to use
• Mobile apps make work convenient
Consumer segmentation

Tech Savvy

Business
owners

Casual Users

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Fashion Entertaintment Industry

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