Submitted by: Submitted by kirting3
Views: 347
Words: 659
Pages: 3
Category: Business and Industry
Date Submitted: 09/15/2013 09:32 AM
Acceptability
Of
Homegrown
Mobile Phone Brands
in
India
Abstract
The phone market in India is in the middle of a transition. People are moving from feature phones to smartphones.The rising demand for affordable smartphones in the major emerging markets of India and China has helped local mobile manufacturers surpass shipments by the established global brands.Till a year ago, they were just irritants. Today, they are a serious threat. Homegrown mobile phone brands have blown a serious hole in the pockets of their multinational rivals.The home grown brands have been able to click with the price conscious Indian consumers by offering value for money products.We are now hitting a place where there are smartphones for every price point, where the masses will benefit from the slew of players bringing in more options.The purpose of this paper is to measure the acceptability of homegrown mobile brands in India and the degree of threat they are posing to their multinational rivals.
Keywords
Smartphones,
Introduction
The Rs 50,000-crore Indian mobile handset market is witnessing an upheaval with homegrown handset brands giving their foreign counterparts more than a run for their money. Multinational mobile handset makers such as Nokia, Sony Ericsson, Samsung, Motorola and LG have dominated the Indian mobile handset market for several years. But in recent months, the market has witnessed a huge influx of feature-rich handsets by homegrown mobile brands such as Micromax, Spice, Lava, Zen and Fly, among others.
And it is a lucrative business that they are fighting for. India is the world’s fastest-growing mobile phone market, and its consumers are expected to buy 210 million units this calendar year, with smartphones expected to post a dramatic growth.
What makes this scuffle all the more interesting is the confidence these homegrown...