The Indian mobile device market comes of age
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India’s mobile device market grew to more than 100 million unit shipments in 2009, and is poised to grow by 10–12% in 2010. Competition is intense, with several local Indian brands joining the fray and gaining share from the major OEMs. Their aggressive marketing and focus on locally popular features such as dual-SIM have changed the competitive dynamic in India and increased the need for more localized strategies. Ovum expects the volume mix to shift to the mid- and high-tier segments as the replacement cycle shortens and users upgrade their phones. This trend, combined with 3G launches, will drive sales of smartphones and high-end feature phones.
The Indian mobile device market comes of age
Table Of Contents
Executive summary
In a nutshell
Ovum view
Key messages
The entry of Indian brands is redefining traditional device categories
Price is still a key factor but increasing segmentation is evident
Replacements are beginning to drive handset sales
Tariff arbitrage opportunities have created a market for multi-SIM devices
Social networking is increasingly driving messaging and mobile Internet usage in India
Media capability is now an essential feature even in the mid tier
Mobile broadband devices will become a mass-market phenomenon
3G networks will accelerate sales of smartphones
App stores will proliferate and become a key differentiator
Recommendations for players
Incumbent operators must look at app stores as strategic investments
Operators should look to subsidize mobile broadband devices to drive adoption
Major device OEMs must deliver a compelling user experience while embracing locally popular features
Indian device brands must focus on the user experience and bet on Android
Baseband and ASIC vendors should focus attention on mass-market 3G smartphones
Market analysis: current state of play
Riding the wave of subscriber growth
Key players and their relative positioning
Nokia
Samsung
Research in Motion
LG
Others
Indian brands
Key trends
The entry of Indian brands is redefining traditional device categories
Price is still a key factor but increasing segmentation is evident
Replacements are beginning to drive handset sales
Tariff arbitrage opportunities have created a market for multi-SIM devices
Social networking is increasingly driving messaging and mobile Internet usage
Media capability is now an essential feature even in the mid tier
Future outlook
Mobile broadband devices will become a mass-market phenomenon
3G networks will accelerate sales of smartphones
App stores will proliferate and become a key differentiator
Local Indian brands will begin to see consolidation
India will see increasing focus on handset and component manufacturing
Appendix
Methodology
In a nutshell
Ovum view
Key messages
The entry of Indian brands is redefining traditional device categories
Price is still a key factor but increasing segmentation is evident
Replacements are beginning to drive handset sales
Tariff arbitrage opportunities have created a market for multi-SIM devices
Social networking is increasingly driving messaging and mobile Internet usage in India
Media capability is now an essential feature even in the mid tier
Mobile broadband devices will become a mass-market phenomenon
3G networks will accelerate sales of smartphones
App stores will proliferate and become a key differentiator
Recommendations for players
Incumbent operators must look at app stores as strategic investments
Operators should look to subsidize mobile broadband devices to drive adoption
Major device OEMs must deliver a compelling user experience while embracing locally popular features
Indian device brands must focus on the user experience and bet on Android
Baseband and ASIC vendors should focus attention on mass-market 3G smartphones
Market analysis: current state of play
Riding the wave of subscriber growth
Key players and their relative positioning
Nokia
Samsung
Research in Motion
LG
Others
Indian brands
Key trends
The entry of Indian brands is redefining traditional device categories
Price is still a key factor but increasing segmentation is evident
Replacements are beginning to drive handset sales
Tariff arbitrage opportunities have created a market for multi-SIM devices
Social networking is increasingly driving messaging and mobile Internet usage
Media capability is now an essential feature even in the mid tier
Future outlook
Mobile broadband devices will become a mass-market phenomenon
3G networks will accelerate sales of smartphones
App stores will proliferate and become a key differentiator
Local Indian brands will begin to see consolidation
India will see increasing focus on handset and component manufacturing
Appendix
Methodology
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