SMARTPHONES

PDA

Mobile Phone

=
Smartphone

 GPS Wi-Fi and mobile broadband access Touch screen Music player Open and complete OS Compatibility with third-party apps

 Consumer Behavior and Market Penetration Brand Satisfaction and loyalty Porters Five Force model SWOT Analysis Market Strategies Consumer Experience

Age
Below 18 19-22 22-30 30-45 Above 45

Occupation
Student Service Self Employed Retired

Total number of respondents 103

Willingness to Spend

WTP
45

40
35 30

25
20 15

WTP

10
5 0 Upto 5000 5000-12000 12000-17000 Above 17000

Aspirational Value?

Status Symbol

64

39

Yes No 100%

0%

50%

Buying Decision influencers

Aesthetics Peer influence Past Experience with the Price Advertisements

36 30 31 18 6

POP
15
Company Outlets Retail Elec Store Online Portals Local Stores

23

12

53

What is the most Important factor for you in choosing a particular smart phone? 35 30 25 20 15

10
5 0 Type of Special Processor Features and Speed (Eg BBM, Push mail)

Clarity of Display

Price

Apps Offered

 Threat of Entry Moderately Low Threat of Suppliers Low Threat of Buyers Moderately High Threat of Substitutes Moderately High Threat of Rivalry High

Strength
Established Brand
Customer Loyalty Innovation is a key driver Unique look and feel

Weakness

Opportunity
The mobile subscriber base increasing Increasing awareness Increasing income levels

A P P L E

Distribution channels

limited Less appeal to corporate customers Limitation of certain features

Threats
Increased competition (Blackberry and Android) New entrants

Strength
Credibility of brand Google
Competitive Pricing Service integration

Opportunity
Open & developer friendly Potential major player in embedded electronic market.

A N D R O I D

Weakness
The interface not as user friendly as Apple
Not mature

Threats
Platform faces risk of fragmentation Immense competition New entrants.

Strength
Variety of products
Integration with other platforms Integrated Email service

Opportunity
BBM attracts major customer base

B L A C K B E R R Y

Weakness
Struggles at critical applications
Dependent on operators

Threats
Competitors have launched own branded email service Immense competition New entrants.

Innovative products delivering exceptional experience through superb user interfaces Simple, easy to use products yet technologically superior Strategic alliances with service providers ensuring an enhanced experience
Own retail stores in major cities

Strategic alliances with handset manufacturers Open market for developing and publishing applications

Covers different market segments Achieves differential pricing No direct marketing

Supports a wide range of softwares Anyone can develop an app for android Marketing an app is indirect marketing for android

Sell the brand

Business phone Repositioned itself as Blackberry Boys Captured segments beyond the initial target market

 Smartphones account for 49% of time spent on the internet in India Indian user spends approximately 72% of his time on smartphones Demand of innovations on a high. Customer expect fax and projector on smartphone Demand of new apps increasing As per Mobile Store 40-45 minutes are spent to deliberate on buying smartphone

Satisfied Customers

Dissatisfied Customers Very slow service Parts of phone replaced not authentic No assurance of data security

On time delivery Authentic parts Data is Secure

Apple

Nokia And Samsung