8/4/2019 car fINAL (1)

1/22

SMARTPHONES

8/4/2019 car fINAL (1)

2/22

+

=

PDA MobilePhone

Smartphone

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3/22

GPS

Wi-Fi and mobile broadband access

Touch screen

Music player

Open and complete OS

Compatibility with third-party apps

8/4/2019 car fINAL (1)

4/22

8/4/2019 car fINAL (1)

5/22

Consumer Behavior and Market Penetration

Brand Satisfaction and loyalty

Porters Five Force model

SWOT Analysis

Market Strategies

Consumer Experience

8/4/2019 car fINAL (1)

6/22

Age

Below 18

19-2222-30

30-45

Above 45

Occupation

Student

Service

SelfEmployed

Retired

Total number of respondents -103

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7/22

Willingness to Spend

0

5

10

15

20

25

30

35

40

45

Upto 5000 5000-12000 12000-17000 Above 17000

WTP

WTP

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8/22

AspirationalValue?

64 39

0% 50% 100%

Status Symbol Yes

No

6

18

3130

36

Advertisements

Price

Past Experience with the

Peer influence

Aesthetics

Buying Decisioninfluencers

8/4/2019 car fINAL (1)

9/22

15

53

12

23

POP

Company Outlets

Retail Elec Store

Online Portals

Local Stores

8/4/2019 car fINAL (1)

10/22

0

5

10

15

20

25

30

35

Type ofProcessorand Speed

SpecialFeatures

(Eg BBM,Push mail)

Clarity ofDisplay

Price Apps

Offered

What is the most Important factor for you in choosing aparticular smart phone?

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11/22

8/4/2019 car fINAL (1)

12/22

8/4/2019 car fINAL (1)

13/22

Threat of EntryModerately Low

Threat of Suppliers Low

Threat of BuyersModerately High

Threat of SubstitutesModerately High

Threat of RivalryHigh

8/4/2019 car fINAL (1)

14/22

A

PP

LE

StrengthEstablished Brand

Customer Loyalty

Innovation is a key driver

Unique look and feel

WeaknessDistribution channelslimited

Less appeal to corporatecustomers

Limitation of certainfeatures

Opportunity The mobile subscriber base increasing

Increasing awareness

Increasing income levels

Threats Increased competition(Blackberry and Android)

New entrants

8/4/2019 car fINAL (1)

15/22

A

N

D

R

OI

D

StrengthCredibility of brandGoogle

Competitive Pricing Service integration

WeaknessThe interface not asuser friendly as Apple

Not mature

Opportunity Open & developerfriendly

Potentialmajorplayer in embeddedelectronic market.

Threats Platform faces risk offragmentation

Immense competition

New entrants.

8/4/2019 car fINAL (1)

16/22

BL

A

CKBERRY

Strength Variety of products

Integration with other

platforms Integrated Email service

WeaknessStruggles at criticalapplications

Dependent on operators

Opportunity BBM attracts majorcustomer base

Threats Competitors havelaunched own brandedemail service

Immense competition

New entrants.

8/4/2019 car fINAL (1)

17/22

8/4/2019 car fINAL (1)

18/22

Innovative products delivering exceptionalexperience through superb user interfaces

Simple, easy to use products yettechnologically superior

Strategic alliances with service providers

ensuring an enhanced experience

Own retail stores in major cities

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19/22

Covers different market segments Achieves differential pricing No direct marketing

Strategicalliances with

handset

manufacturers

Supports a wide range of softwares

Anyone can develop an app for android Marketing an app is indirect marketing

for android

Open market

for developingand publishing

applications

8/4/2019 car fINAL (1)

20/22

Sell the brand

Business phone

Repositioned itself as BlackberryBoys

Captured segments beyond theinitial target market

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21/22

Smartphones account for 49% of time spent on theinternet in India

Indian user spends approximately 72% of his time onsmartphones

Demand of innovations on a high. Customer expect faxand projector on smartphone

Demand of new apps increasing

As per Mobile Store 40-45 minutes are spent todeliberate on buying smartphone

8/4/2019 car fINAL (1)

22/22

AppleNokia AndSamsung

SatisfiedCustomers

On time deliveryAuthentic partsData is Secure

DissatisfiedCustomers

Very slow serviceParts of phonereplaced notauthenticNo assurance of data

security