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Mobile phone Market- an Overview

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Nokia- the Market Leader

largest manufacturer of mobile phones in the worldworld wide market share of approx. 36%India- 2 nd largest share by sales

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Nokia - the Market Leader

Dip in market share in last one year Sony and Motorola catching up

New players coming upMore features requiredGrowth in the market

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Secondary data analysis- TRAI research

Expected mobile phone consumer base by2008- 120 millionAssessment of satisfaction level of consumers-

Quality of technical serviceVarious attributes of phonesFunctionalities & operational aspects of handsets

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Usage pattern of Mobile phones

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Methodology

Review of literature In-Depth interviewsFocused group discussionQuestionnaireSample research

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Information Needed

Relative positioning of different brandsAttributes of ideal mobile phoneSatisfaction level of usersImportant drivers of buyingReasons for replacing existing phone

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Measurement and Scaling

Ordinal scaleLikert scaleSampling plan

Sampling dataTarget populationSampling frameSampling technique

Sample sizeBinary logit analysis

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Analysis

Cross Tabulation of Age, Gender, IncomeBinary Logit on :Attributes LikedMultimedia featuresPsychographic & Demographic Effect onPurchase

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Result of Survey

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Opinion about the current phone

01.79 19.64 53.57 25

03.57 19.64 32.14 44.64

1.798.93 35.71 26.79 26.79

1.79 10.71 33.93 25 28.97

05.45 25.45 40 29.09

1.825.45 18.18 25.45 49.09

3.57 12.5 25 23.21 35.71

0 20 40 60 80 100 120

Battey life

Voice quality

Weight

Size

Appearance

Ease of use

Time required to charge

Not at all good

Not good

Average

Good

Extremely good

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Reasons for changing the existing phone

11% 6%

5%

12%

24%16%

16%6% 4%

Joyous Occasion(Promotion/Achievement)

Bigger budget

Received as gift

Old phone not workingwell

Different featuresrequired

Bored with the old phone

Using the old phone for along time

New model in the market

New offers with the newphone

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Price range of the mobile phone people are looking for

40.68%

5.08%18.64%

22.03%

13.56%

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Importance of different features of mobiles for theusers

1.85%5.56% 11.11% 24.07% 57.41%

3.70%1.85%5.56% 16.67% 72.22%

7.69% 11.54% 25% 17.31% 38.46%

3.78%1.89%13.21% 20.75% 60.38%

9.43%3.77% 18.87% 20.75% 47.17%

3.85%9.62% 17.31% 17.31% 51.92%

7.69%5.77% 15.38% 23.08% 48.08%

0.00%5.77%9.62% 13.46% 71.15%

Bluetooth

FM radio

Video player

Internal memory

GPRS/Net access

Hands free

M usic player

Integrated camera

Least import

Not importa

Neutral

Important

Very import

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Conclusion

Most people prefer Nokia phonesHigh probability of switching mobile brands

Battery life- major determining featureCamera & radio- highest priorityPrice not important criteria

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..the end!!

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