Indian Smartphone Market Analysis

India has become the 2nd largest smartphone market

overtaking US by the end of 2015
Smartphone user base grew to surpass 220 million by the
end of 2015
Over 100 million smartphones were shipped to India in
2015 alone
Which is 23% more than previous year
But, smartphone penetration of the total potential
population is still below 30%, and 2016 could witness
even faster and broader growth

Smartphone user base in India over the Years

Over 150 Smartphone brands are sold in
India now
More than 20 brands are assembled in India

28.6%
14.3%

Domestic Smartphone Brands Like

Micromax, Lava, Intex are giving healthy
competition to several international players
Indian Smartphone market is highly
competitive and it is going to become even
more competitive in the coming years

Brand wise sales of

Smartphones in Q4
2015

Samsung

11.4%

Micromax Lenovo

9.6%

Intex

29.3%

6.8%

Lava

Others

Microsoft Nokia Market Analysis

2007

2008

Market share of Nokia/ Microsoft Nokia from 2007 -15

2011

Why Nokias Marketing Strategy Failed

Lack of strong value
proposition, which
would differentiate
Microsoft Nokias
products from others
for its target customers

Microsoft Nokias
marketing messaging
is random which
doesnt create a
compelling message

2013

Nokia was the Market leader in Smartphone

market segment
Symbian operating system
iOS was introduced by Apple

Android operating system by Google

Both Android & iOS had better user interface
than Symbian and started becoming popular
Nokia started loosing its market

Microsoft & Nokia strategic partnership

Nov11 : First Nokia phone with Windows OS

Microsoft acquired Nokias mobile phone

division
2013- Market Share around 5% , 2014
around 4.1%, 2015 around 3.2%
This was due to weak marketing strategy by
Microsoft Nokia

Bran
d
Propo
sition

Key Areas to
Focus upon for
Microsoft Nokia
Focus
on
Key
sales
chann
els

Bran
d
Posit
ionin
g

Enga
ging
Cam
paig
ns to
creat
e
TOM
recal
l

Key
Mark
eting
Strat
egie
s

Market Segmentation
Innov
ative
produ
cts/
Ideas
to
streng
then
marke
t
share

Business users

Mobile
Professionals

Designed specifically for

businesses and vertical
applications
Smart phones, rich in features

Brand Proposition

Key features of Microsoft Phone with Windows 1

Complete business Phone to solve all your business needs
Security
Built in security features, which keeps
important documents secure
Manageability
Ease of use, easy access to office
tools and other platforms

Microsoft Universal Windows

Platform(UWP)

UWP apps can run on any

Windows 10 device, from PCs
to tablets to smartphones

Cross Platform Switching

Can easily switch access to
documents and files from one device
to another
Reliability

Reliable and more stable

phone

This makes windows 10

unique from security and
manageability perspective
Windows
hello
support

Continuum

Sales Channels
Omni Channel Retail
Priority1

E-commerce
Concept stores
Priority stores

Ecommerce
Priority2

Selling through
various ECommerce
platforms

Brick & Mortar Retail

Priority3

Selling through
traditional brick
and mortar
stores

Omni Channel Retail will allow users to view the product from one
platform

Share the product through social media and ask for feedback
from friends and connections

OmniChannel
Retail
That will
flawlessly
integrate multiple
channels to
provide a
complete user
experience
Tie-up with a Ecommerce to
provide separate
section for users

Buy the product from other platform

Review and share the product to different platforms with ease

Opening Concept
Stores,
Engagement
stores and Priority
stores

Brand differentiated from competitors

Empowering
people and
Organizations
over years
through its
windows OS of
personal
computers

Partner with HCL

InfoSystem
provide
unparalleled
network that
covers more than
13000 towns
across 650+
districts in India

Network
marketing can be
done perfectly by
using their large
customer base in
personal
computers
segment.

UWP will be a
great advantage
in this regard

Marketing Strategies

#FunAtW
ork
campaign

Online
event/quiz
Exciting offers :
Couple movie
tickets
Passes for
business and
tech expos
Accessories for
mobile and
laptop

Connect with
the customers
Customize
apps and
product at
festive time
Customize for Indian
festivals

User Engagement

Use the value

coupon for
smartphone
purchase
Recycle your
phone

Utilize large PC
Base

Study behavior
of PC users
Recommend
them
applications
which will be
used to provide
them application
experience

Create a
content
platform post
on rising
technologies,
emerging
trends and
new bestpractices
Profile
improvement
tips for the
best 4-5
opinions
Frequent
professional
and
presentation
tips on the
linkedIn page
of
MicrosoftNoki
a

The Next Big

Thing
Seamless Voice
Control

Wireless
Power
Harvesting

56% android,
49% iOS, 53%
of windows
buyer prefer
larger battery
life*

UltraCapacitors

Engineering
Holographic data storage
Marketing
Source IDC survay*

Holographic
Projections