Download - Customers’ Perception and Comparative Analysis of i-phone with its major competitors in India
Customersrsquo Perception and Comparative
Analysis of i-phone with its major competitors in India
Project submitted to Asia-Pacific Institute of Management New
Delhi as a partial completion towards Post-graduate Diploma in
Management
Project Guide Submitted by
Ms Piyali Halder Kunal Anand
Asia-Pacific Institute of Management Plot No 3 amp 4 Institutional Area Jasola New Delhi-110025
Asia Pacific Institute of Management
1
Acknowledgement
I would like to acknowledge and extend my heartfelt gratitude to the following persons who
have made the completion of the project possible
Our Director Dr DK Banerjee for his vital encouragement and support
Ms Piyali Halder my Project Guide for helping me to select the topic of the project and
constantly guiding me during all the phases of the project and correcting me whenever I wrong
in the project work
Ms Ritu Anand my subject faculty for giving me all necessary information and
encouragement about the subject matter
Mr Soumitra Das General Manager Oracle India Pvt Ltd and Mr Syed Ali Regional
manager Oracle India Pvt Ltd for sparing their valuable time providing me all necessary
information from their organization
Most especially my friends and class mates who helped me in collecting the necessary data
from various sources
Kunal Anand
Roll No 2k71a04
Date 10012009
Asia Pacific Institute of Management
2
DECLARATION
I hereby declare that the project entitled ldquoCustomersrsquo Perception and
Comparative Analysis of i-phone with its major competitors in Indiardquo
submitted by me in partial fulfillment towards the requirement of the award of
PGDM (full time) is my original work and the project has not been previously
used for the award of any degree associate -ship fellowship or any other similar
titles
Kunal Anand
Place New Delhi
Date 10012009
Asia Pacific Institute of Management
3
CERTIFICATE
This is to certify that the project entitled ldquoCustomersrsquo Perception and
Comparative Analysis of i-phone with its major competitors in India rdquo is the
bonafide work carried out by Kunal Anand student of PGDM (full time) Asia
Pacific Institute of Management Delhi during the year 08-09 in partial
fulfillment of the requirements for the award of the PGDM and that the project
has not formed the basis for the award previously of any degree diploma
associateship fellowship or any other similar title
Signature of the Guide
Place New Delhi
Date 10092009
Asia Pacific Institute of Management
4
Content SNo Chapter Page No
1 Introduction 05
2 Review of Literature 13
3 Objective of the study 15
4 Methodology 16
i Type of sampling 17
ii Measurement and Scaling 17
iii Sampling Data 18
iv Data analysis techniques 18
v Limitation of the study 18
5 Analysis 19
i Factor analysis 30
ii Comparative Analysis 41
6 Conclusion 43
7 Executive Summary 45
8 Bibliography 47
9 Annexure 48
i Questionnaire 48
ii Important data 52
Asia Pacific Institute of Management
5
Introduction
Mobile users today want their handsets to be converged devices handling multiple functions
entertainment being the most important among them They want their mobile to be fully loaded
with top-end features but they want all that at affordable costs
Integrated digital camera music player and stereo FM radio are the three main features which
would drive users towards upgrading their handsets These features are available in mid range
and high-end handsets so far and the common user now demands these features in ordinary
handsets which can be affordable On the other hand MMS has failed to catch the fancy of the
masses due to its high costs of transmission over the networks and relatively cheaper alternate
modes of downloading videos available through Internet
Other features like Games Calculator RemindersSchedulerOrganizer Polyphonic ringtones etc
have become hygiene features and are a must for any handset None of these features is a
differentiator anymore Apart from Integrated Camera Music player and Stereo FM radio a
Speaker phone is another feature that emerges as the driver for replacing the current handset
This feature can be a most cost effective differentiating feature for the low end phones
Most handset vendors have been bringing out new models at fairly regular intervals The
maximum activity takes place at the high end where the launch of a newer model makes the
older model cheaper shifting it to the mid segment The handset vendors need to address these
expectations of the mass market to be able to entice them towards their products
Asia Pacific Institute of Management
6
3G is the Third Generation of mobile phone standards and technology superseding 25G It is
based on the International Telecommunication Union (ITU) family of standards under the IMT-
2000
3G networks enable network operators to offer users a wider range of more advanced services
while achieving greater network capacity through improved spectral efficiency Services include
wide-area wireless voice telephony video calls and broadband wireless data all in a mobile
environment Additional features also include HSPA data transmission capabilities able to
deliver speeds up to 144Mbits on the downlink and 58Mbits on the uplink
Unlike IEEE 80211 (common names Wi-Fi or WLAN) networks 3G networks are wide area
cellular telephone networks which evolved to incorporate high-speed internet access and video
telephony IEEE 80211 networks are short range high-bandwidth networks primarily developed
for data
3G technologies enable network operators to offer users a wider range of more advanced services
while achieving greater network capacity through improved spectral efficiency
Asia Pacific Institute of Management
7
Apple i-Phone
This was the most awaited phone in the Indian market It is now here but not before it became
famous throughout the rest of the world Renowned for its chic design and easy-to-use functions
the iPhone has tremendous features such as its wide and clear screen iPod internet capability
with classic web browser GPS mapping and last but not lease a phone
Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India
expected the same price Unfortunately that is not what happened To grab hold of this hot item
you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to
pick up more than one you may consider flying overseas to make your purchase Even with
airfare included you may just save a few rupees
Asia Pacific Institute of Management
8
HTC Diamond Touch
This is the most talked about phone among the corporate and business people of India Loaded
with tons of great features it is one of the slimmest phones in the touch category It boasts of the
most famous business platform out there Windows Mobile This slim trim companion comes
with Windows Mobile 61 Professional it weighs a mere 110 g (with the battery) it is GPS
enabled has a 28-inch touch screen 4GB internal usage and will even tell you the weather
reports with HTC Weather No an umbrella is not included So if you are not mobile savvy but
care about the Windows Mobile Platform and the business related apps then go for HTC
Diamond Touch This one truly is a diamond in the rough
Asia Pacific Institute of Management
9
NOKIA N96
Finally itrsquos time to talk about one of the most famous brands on the planet Nokia Nokia N96 is
great improvement on the already excellent N95 People are no longer calling it a mobile but
rather a new multimedia computer as it has virtually everything a computer should have
Easily accessing internet videos is a highlight of this sophisticated phone In select markets the
integrated DVB-H receiver offers live broadcast TV with an automatically updating program
guide It also boasts of a 5 megapixel camera GPS Bluetooth wireless technology WLAN and
a DVB-H Receiver
Asia Pacific Institute of Management
10
BlackBerry Storm 9500
The highly anticipated BlackBerry Storm 9500 today made its first official appearance popping
up on German Vodafone web site Images and specs of the first touchscreen RIM-manufactured
device have been floating around the net for what seems like ages but it hasnrsquot yet been officially
announced If all the rumored features are confirmed when the device actually sees daylight then
the Apple iPhone 3G might be up for quite a challenge
The specifications of the BlackBerry Storm 9500 that are already known include a 33rdquo
touchscreen with a resolution of 360 x 480 pixels The tri-band 3G with HSDPA and the quad-
band GSM support makes it capable of global roaming The Storm 9500 is running on a 624
MHz CPU and has 192 MB of RAM and utilizes a new version of the BlackBerry OS optimized
for touchscreen input
Asia Pacific Institute of Management
11
Samsung i8510 INNOV8
It is an imaging powerhouse with its 8 megapixel autofocus camera that offers image
stabilization and blink smile and face detection for perfect photos The camera also features the
ability to take panoramic photographs and uses the handsets built-in GPS receiver to geotag
photos with location information The i8510 INNOV8 is capable of recording QVGA video at up
to 120 frames per second and VGA-resolution video at up to 30 frames per second with a full
video editing suite on board
Music is not forgotten on this workhorse with a built-in FM radio 3D surround sound and a
standard 35mm audio port The i8510 INNOV8 offers 16GB of built-in memory in addition to a
microSD card slot for even more storage options Bluetooth 20 with A2DP support for stereo
headsets makes wireless music possible also
Asia Pacific Institute of Management
12
Sony Ericsson XPERIA X1
This phone is based on the Windows Mobile 61 Operating System which means it has a full
suite of applications to offer to the user The Sony Ericsson Xperia X1 is promoted by the
company as offering a convergence of communication features and entertainment features this
convergence is exactly what people are seeking from a smart-phone in todayrsquos highly mobile
world and allows this new lineup of phones to compete in the global marketplace
What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in
so many different areas Some phones really do well only as a niche phone but very few phones
really meet all of the diverse needs of a single user The Sony Ericsson Xperia X1 manages to
achieve this rarely-met goal It has great Internet and communication services as well as a
plethora of entertainment options It has a built-in camera and other great standard features
expected of todayrsquos advanced phones And it really stands out in the area of design Combined
together these features make this mobile phone a truly well-rounded cutting-edge phone
intended for the smart-phone fan who wants to have it all
Asia Pacific Institute of Management
13
Review of Literature There are many articles being published about iPhone being launched in India The iPhone is
being compared with the handsets from other manufactures like Nokia Samsung Sony Ericsson
etc One of the articles which came in August edition of Digit Magazine titled as A Taste of
Whatrsquos To Come by Mr Michael Brown has compared iPhone with Nokiarsquos N96 and Sony
Ericsson XPERIA X1In this article Mr Brown has compared different attributes of iPhone with
its major competitors Also according to an article came on 19 Aug 2008 in Economic Times
titled Nokia intercepts iPhone with high-end handset states that the major rivals of iPhone are
coming up with the superior products to outsmart the iPhone There are certain loopholes in
iPhone such as lack of massage forwarding facility 2 Mega pixel camera with no video
recording Bluetooth can be used only for handsfree No Cut Copy Paste option and can only be
used with specified operator With the latest technology great features and state in art design the
competitors are ready to give iPhone the run for their money
As reported by TRAI the mobile telephony sector has almost touched a subscriber base of 43
million marks (GSM 336 million amp CDMA 94 million) at the end of quarter ending 30th
September 2006 The mobile subscribersrsquo base stood at almost 43 million as against 378 million
for the quarter ending 30th June 2006 adding around 524 million subscribers in one quarter
Riding on a wave of increasing growth mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers
Asia Pacific Institute of Management
14
Consumersrsquo Satisfaction Analysis by TRAI
The study assesses the satisfaction level of consumers encompassing quality of technical service
quality and operational aspects of gadgets and social psychological costs due to unsolicited
promotional callsSMSs etc The analysis in this report throws light on the consumption behavior
of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone
services assessment of the level of satisfaction preference for various attributes and
functionalities of gadgets etc
Apart from this I also referred literature about consumer purchasing decision in high
involvement product like mobile phones This provided me knowledge about how information
search takes place in this category and what are the important attributes that customer look for
while buying such a product
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
1
Acknowledgement
I would like to acknowledge and extend my heartfelt gratitude to the following persons who
have made the completion of the project possible
Our Director Dr DK Banerjee for his vital encouragement and support
Ms Piyali Halder my Project Guide for helping me to select the topic of the project and
constantly guiding me during all the phases of the project and correcting me whenever I wrong
in the project work
Ms Ritu Anand my subject faculty for giving me all necessary information and
encouragement about the subject matter
Mr Soumitra Das General Manager Oracle India Pvt Ltd and Mr Syed Ali Regional
manager Oracle India Pvt Ltd for sparing their valuable time providing me all necessary
information from their organization
Most especially my friends and class mates who helped me in collecting the necessary data
from various sources
Kunal Anand
Roll No 2k71a04
Date 10012009
Asia Pacific Institute of Management
2
DECLARATION
I hereby declare that the project entitled ldquoCustomersrsquo Perception and
Comparative Analysis of i-phone with its major competitors in Indiardquo
submitted by me in partial fulfillment towards the requirement of the award of
PGDM (full time) is my original work and the project has not been previously
used for the award of any degree associate -ship fellowship or any other similar
titles
Kunal Anand
Place New Delhi
Date 10012009
Asia Pacific Institute of Management
3
CERTIFICATE
This is to certify that the project entitled ldquoCustomersrsquo Perception and
Comparative Analysis of i-phone with its major competitors in India rdquo is the
bonafide work carried out by Kunal Anand student of PGDM (full time) Asia
Pacific Institute of Management Delhi during the year 08-09 in partial
fulfillment of the requirements for the award of the PGDM and that the project
has not formed the basis for the award previously of any degree diploma
associateship fellowship or any other similar title
Signature of the Guide
Place New Delhi
Date 10092009
Asia Pacific Institute of Management
4
Content SNo Chapter Page No
1 Introduction 05
2 Review of Literature 13
3 Objective of the study 15
4 Methodology 16
i Type of sampling 17
ii Measurement and Scaling 17
iii Sampling Data 18
iv Data analysis techniques 18
v Limitation of the study 18
5 Analysis 19
i Factor analysis 30
ii Comparative Analysis 41
6 Conclusion 43
7 Executive Summary 45
8 Bibliography 47
9 Annexure 48
i Questionnaire 48
ii Important data 52
Asia Pacific Institute of Management
5
Introduction
Mobile users today want their handsets to be converged devices handling multiple functions
entertainment being the most important among them They want their mobile to be fully loaded
with top-end features but they want all that at affordable costs
Integrated digital camera music player and stereo FM radio are the three main features which
would drive users towards upgrading their handsets These features are available in mid range
and high-end handsets so far and the common user now demands these features in ordinary
handsets which can be affordable On the other hand MMS has failed to catch the fancy of the
masses due to its high costs of transmission over the networks and relatively cheaper alternate
modes of downloading videos available through Internet
Other features like Games Calculator RemindersSchedulerOrganizer Polyphonic ringtones etc
have become hygiene features and are a must for any handset None of these features is a
differentiator anymore Apart from Integrated Camera Music player and Stereo FM radio a
Speaker phone is another feature that emerges as the driver for replacing the current handset
This feature can be a most cost effective differentiating feature for the low end phones
Most handset vendors have been bringing out new models at fairly regular intervals The
maximum activity takes place at the high end where the launch of a newer model makes the
older model cheaper shifting it to the mid segment The handset vendors need to address these
expectations of the mass market to be able to entice them towards their products
Asia Pacific Institute of Management
6
3G is the Third Generation of mobile phone standards and technology superseding 25G It is
based on the International Telecommunication Union (ITU) family of standards under the IMT-
2000
3G networks enable network operators to offer users a wider range of more advanced services
while achieving greater network capacity through improved spectral efficiency Services include
wide-area wireless voice telephony video calls and broadband wireless data all in a mobile
environment Additional features also include HSPA data transmission capabilities able to
deliver speeds up to 144Mbits on the downlink and 58Mbits on the uplink
Unlike IEEE 80211 (common names Wi-Fi or WLAN) networks 3G networks are wide area
cellular telephone networks which evolved to incorporate high-speed internet access and video
telephony IEEE 80211 networks are short range high-bandwidth networks primarily developed
for data
3G technologies enable network operators to offer users a wider range of more advanced services
while achieving greater network capacity through improved spectral efficiency
Asia Pacific Institute of Management
7
Apple i-Phone
This was the most awaited phone in the Indian market It is now here but not before it became
famous throughout the rest of the world Renowned for its chic design and easy-to-use functions
the iPhone has tremendous features such as its wide and clear screen iPod internet capability
with classic web browser GPS mapping and last but not lease a phone
Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India
expected the same price Unfortunately that is not what happened To grab hold of this hot item
you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to
pick up more than one you may consider flying overseas to make your purchase Even with
airfare included you may just save a few rupees
Asia Pacific Institute of Management
8
HTC Diamond Touch
This is the most talked about phone among the corporate and business people of India Loaded
with tons of great features it is one of the slimmest phones in the touch category It boasts of the
most famous business platform out there Windows Mobile This slim trim companion comes
with Windows Mobile 61 Professional it weighs a mere 110 g (with the battery) it is GPS
enabled has a 28-inch touch screen 4GB internal usage and will even tell you the weather
reports with HTC Weather No an umbrella is not included So if you are not mobile savvy but
care about the Windows Mobile Platform and the business related apps then go for HTC
Diamond Touch This one truly is a diamond in the rough
Asia Pacific Institute of Management
9
NOKIA N96
Finally itrsquos time to talk about one of the most famous brands on the planet Nokia Nokia N96 is
great improvement on the already excellent N95 People are no longer calling it a mobile but
rather a new multimedia computer as it has virtually everything a computer should have
Easily accessing internet videos is a highlight of this sophisticated phone In select markets the
integrated DVB-H receiver offers live broadcast TV with an automatically updating program
guide It also boasts of a 5 megapixel camera GPS Bluetooth wireless technology WLAN and
a DVB-H Receiver
Asia Pacific Institute of Management
10
BlackBerry Storm 9500
The highly anticipated BlackBerry Storm 9500 today made its first official appearance popping
up on German Vodafone web site Images and specs of the first touchscreen RIM-manufactured
device have been floating around the net for what seems like ages but it hasnrsquot yet been officially
announced If all the rumored features are confirmed when the device actually sees daylight then
the Apple iPhone 3G might be up for quite a challenge
The specifications of the BlackBerry Storm 9500 that are already known include a 33rdquo
touchscreen with a resolution of 360 x 480 pixels The tri-band 3G with HSDPA and the quad-
band GSM support makes it capable of global roaming The Storm 9500 is running on a 624
MHz CPU and has 192 MB of RAM and utilizes a new version of the BlackBerry OS optimized
for touchscreen input
Asia Pacific Institute of Management
11
Samsung i8510 INNOV8
It is an imaging powerhouse with its 8 megapixel autofocus camera that offers image
stabilization and blink smile and face detection for perfect photos The camera also features the
ability to take panoramic photographs and uses the handsets built-in GPS receiver to geotag
photos with location information The i8510 INNOV8 is capable of recording QVGA video at up
to 120 frames per second and VGA-resolution video at up to 30 frames per second with a full
video editing suite on board
Music is not forgotten on this workhorse with a built-in FM radio 3D surround sound and a
standard 35mm audio port The i8510 INNOV8 offers 16GB of built-in memory in addition to a
microSD card slot for even more storage options Bluetooth 20 with A2DP support for stereo
headsets makes wireless music possible also
Asia Pacific Institute of Management
12
Sony Ericsson XPERIA X1
This phone is based on the Windows Mobile 61 Operating System which means it has a full
suite of applications to offer to the user The Sony Ericsson Xperia X1 is promoted by the
company as offering a convergence of communication features and entertainment features this
convergence is exactly what people are seeking from a smart-phone in todayrsquos highly mobile
world and allows this new lineup of phones to compete in the global marketplace
What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in
so many different areas Some phones really do well only as a niche phone but very few phones
really meet all of the diverse needs of a single user The Sony Ericsson Xperia X1 manages to
achieve this rarely-met goal It has great Internet and communication services as well as a
plethora of entertainment options It has a built-in camera and other great standard features
expected of todayrsquos advanced phones And it really stands out in the area of design Combined
together these features make this mobile phone a truly well-rounded cutting-edge phone
intended for the smart-phone fan who wants to have it all
Asia Pacific Institute of Management
13
Review of Literature There are many articles being published about iPhone being launched in India The iPhone is
being compared with the handsets from other manufactures like Nokia Samsung Sony Ericsson
etc One of the articles which came in August edition of Digit Magazine titled as A Taste of
Whatrsquos To Come by Mr Michael Brown has compared iPhone with Nokiarsquos N96 and Sony
Ericsson XPERIA X1In this article Mr Brown has compared different attributes of iPhone with
its major competitors Also according to an article came on 19 Aug 2008 in Economic Times
titled Nokia intercepts iPhone with high-end handset states that the major rivals of iPhone are
coming up with the superior products to outsmart the iPhone There are certain loopholes in
iPhone such as lack of massage forwarding facility 2 Mega pixel camera with no video
recording Bluetooth can be used only for handsfree No Cut Copy Paste option and can only be
used with specified operator With the latest technology great features and state in art design the
competitors are ready to give iPhone the run for their money
As reported by TRAI the mobile telephony sector has almost touched a subscriber base of 43
million marks (GSM 336 million amp CDMA 94 million) at the end of quarter ending 30th
September 2006 The mobile subscribersrsquo base stood at almost 43 million as against 378 million
for the quarter ending 30th June 2006 adding around 524 million subscribers in one quarter
Riding on a wave of increasing growth mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers
Asia Pacific Institute of Management
14
Consumersrsquo Satisfaction Analysis by TRAI
The study assesses the satisfaction level of consumers encompassing quality of technical service
quality and operational aspects of gadgets and social psychological costs due to unsolicited
promotional callsSMSs etc The analysis in this report throws light on the consumption behavior
of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone
services assessment of the level of satisfaction preference for various attributes and
functionalities of gadgets etc
Apart from this I also referred literature about consumer purchasing decision in high
involvement product like mobile phones This provided me knowledge about how information
search takes place in this category and what are the important attributes that customer look for
while buying such a product
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
2
DECLARATION
I hereby declare that the project entitled ldquoCustomersrsquo Perception and
Comparative Analysis of i-phone with its major competitors in Indiardquo
submitted by me in partial fulfillment towards the requirement of the award of
PGDM (full time) is my original work and the project has not been previously
used for the award of any degree associate -ship fellowship or any other similar
titles
Kunal Anand
Place New Delhi
Date 10012009
Asia Pacific Institute of Management
3
CERTIFICATE
This is to certify that the project entitled ldquoCustomersrsquo Perception and
Comparative Analysis of i-phone with its major competitors in India rdquo is the
bonafide work carried out by Kunal Anand student of PGDM (full time) Asia
Pacific Institute of Management Delhi during the year 08-09 in partial
fulfillment of the requirements for the award of the PGDM and that the project
has not formed the basis for the award previously of any degree diploma
associateship fellowship or any other similar title
Signature of the Guide
Place New Delhi
Date 10092009
Asia Pacific Institute of Management
4
Content SNo Chapter Page No
1 Introduction 05
2 Review of Literature 13
3 Objective of the study 15
4 Methodology 16
i Type of sampling 17
ii Measurement and Scaling 17
iii Sampling Data 18
iv Data analysis techniques 18
v Limitation of the study 18
5 Analysis 19
i Factor analysis 30
ii Comparative Analysis 41
6 Conclusion 43
7 Executive Summary 45
8 Bibliography 47
9 Annexure 48
i Questionnaire 48
ii Important data 52
Asia Pacific Institute of Management
5
Introduction
Mobile users today want their handsets to be converged devices handling multiple functions
entertainment being the most important among them They want their mobile to be fully loaded
with top-end features but they want all that at affordable costs
Integrated digital camera music player and stereo FM radio are the three main features which
would drive users towards upgrading their handsets These features are available in mid range
and high-end handsets so far and the common user now demands these features in ordinary
handsets which can be affordable On the other hand MMS has failed to catch the fancy of the
masses due to its high costs of transmission over the networks and relatively cheaper alternate
modes of downloading videos available through Internet
Other features like Games Calculator RemindersSchedulerOrganizer Polyphonic ringtones etc
have become hygiene features and are a must for any handset None of these features is a
differentiator anymore Apart from Integrated Camera Music player and Stereo FM radio a
Speaker phone is another feature that emerges as the driver for replacing the current handset
This feature can be a most cost effective differentiating feature for the low end phones
Most handset vendors have been bringing out new models at fairly regular intervals The
maximum activity takes place at the high end where the launch of a newer model makes the
older model cheaper shifting it to the mid segment The handset vendors need to address these
expectations of the mass market to be able to entice them towards their products
Asia Pacific Institute of Management
6
3G is the Third Generation of mobile phone standards and technology superseding 25G It is
based on the International Telecommunication Union (ITU) family of standards under the IMT-
2000
3G networks enable network operators to offer users a wider range of more advanced services
while achieving greater network capacity through improved spectral efficiency Services include
wide-area wireless voice telephony video calls and broadband wireless data all in a mobile
environment Additional features also include HSPA data transmission capabilities able to
deliver speeds up to 144Mbits on the downlink and 58Mbits on the uplink
Unlike IEEE 80211 (common names Wi-Fi or WLAN) networks 3G networks are wide area
cellular telephone networks which evolved to incorporate high-speed internet access and video
telephony IEEE 80211 networks are short range high-bandwidth networks primarily developed
for data
3G technologies enable network operators to offer users a wider range of more advanced services
while achieving greater network capacity through improved spectral efficiency
Asia Pacific Institute of Management
7
Apple i-Phone
This was the most awaited phone in the Indian market It is now here but not before it became
famous throughout the rest of the world Renowned for its chic design and easy-to-use functions
the iPhone has tremendous features such as its wide and clear screen iPod internet capability
with classic web browser GPS mapping and last but not lease a phone
Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India
expected the same price Unfortunately that is not what happened To grab hold of this hot item
you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to
pick up more than one you may consider flying overseas to make your purchase Even with
airfare included you may just save a few rupees
Asia Pacific Institute of Management
8
HTC Diamond Touch
This is the most talked about phone among the corporate and business people of India Loaded
with tons of great features it is one of the slimmest phones in the touch category It boasts of the
most famous business platform out there Windows Mobile This slim trim companion comes
with Windows Mobile 61 Professional it weighs a mere 110 g (with the battery) it is GPS
enabled has a 28-inch touch screen 4GB internal usage and will even tell you the weather
reports with HTC Weather No an umbrella is not included So if you are not mobile savvy but
care about the Windows Mobile Platform and the business related apps then go for HTC
Diamond Touch This one truly is a diamond in the rough
Asia Pacific Institute of Management
9
NOKIA N96
Finally itrsquos time to talk about one of the most famous brands on the planet Nokia Nokia N96 is
great improvement on the already excellent N95 People are no longer calling it a mobile but
rather a new multimedia computer as it has virtually everything a computer should have
Easily accessing internet videos is a highlight of this sophisticated phone In select markets the
integrated DVB-H receiver offers live broadcast TV with an automatically updating program
guide It also boasts of a 5 megapixel camera GPS Bluetooth wireless technology WLAN and
a DVB-H Receiver
Asia Pacific Institute of Management
10
BlackBerry Storm 9500
The highly anticipated BlackBerry Storm 9500 today made its first official appearance popping
up on German Vodafone web site Images and specs of the first touchscreen RIM-manufactured
device have been floating around the net for what seems like ages but it hasnrsquot yet been officially
announced If all the rumored features are confirmed when the device actually sees daylight then
the Apple iPhone 3G might be up for quite a challenge
The specifications of the BlackBerry Storm 9500 that are already known include a 33rdquo
touchscreen with a resolution of 360 x 480 pixels The tri-band 3G with HSDPA and the quad-
band GSM support makes it capable of global roaming The Storm 9500 is running on a 624
MHz CPU and has 192 MB of RAM and utilizes a new version of the BlackBerry OS optimized
for touchscreen input
Asia Pacific Institute of Management
11
Samsung i8510 INNOV8
It is an imaging powerhouse with its 8 megapixel autofocus camera that offers image
stabilization and blink smile and face detection for perfect photos The camera also features the
ability to take panoramic photographs and uses the handsets built-in GPS receiver to geotag
photos with location information The i8510 INNOV8 is capable of recording QVGA video at up
to 120 frames per second and VGA-resolution video at up to 30 frames per second with a full
video editing suite on board
Music is not forgotten on this workhorse with a built-in FM radio 3D surround sound and a
standard 35mm audio port The i8510 INNOV8 offers 16GB of built-in memory in addition to a
microSD card slot for even more storage options Bluetooth 20 with A2DP support for stereo
headsets makes wireless music possible also
Asia Pacific Institute of Management
12
Sony Ericsson XPERIA X1
This phone is based on the Windows Mobile 61 Operating System which means it has a full
suite of applications to offer to the user The Sony Ericsson Xperia X1 is promoted by the
company as offering a convergence of communication features and entertainment features this
convergence is exactly what people are seeking from a smart-phone in todayrsquos highly mobile
world and allows this new lineup of phones to compete in the global marketplace
What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in
so many different areas Some phones really do well only as a niche phone but very few phones
really meet all of the diverse needs of a single user The Sony Ericsson Xperia X1 manages to
achieve this rarely-met goal It has great Internet and communication services as well as a
plethora of entertainment options It has a built-in camera and other great standard features
expected of todayrsquos advanced phones And it really stands out in the area of design Combined
together these features make this mobile phone a truly well-rounded cutting-edge phone
intended for the smart-phone fan who wants to have it all
Asia Pacific Institute of Management
13
Review of Literature There are many articles being published about iPhone being launched in India The iPhone is
being compared with the handsets from other manufactures like Nokia Samsung Sony Ericsson
etc One of the articles which came in August edition of Digit Magazine titled as A Taste of
Whatrsquos To Come by Mr Michael Brown has compared iPhone with Nokiarsquos N96 and Sony
Ericsson XPERIA X1In this article Mr Brown has compared different attributes of iPhone with
its major competitors Also according to an article came on 19 Aug 2008 in Economic Times
titled Nokia intercepts iPhone with high-end handset states that the major rivals of iPhone are
coming up with the superior products to outsmart the iPhone There are certain loopholes in
iPhone such as lack of massage forwarding facility 2 Mega pixel camera with no video
recording Bluetooth can be used only for handsfree No Cut Copy Paste option and can only be
used with specified operator With the latest technology great features and state in art design the
competitors are ready to give iPhone the run for their money
As reported by TRAI the mobile telephony sector has almost touched a subscriber base of 43
million marks (GSM 336 million amp CDMA 94 million) at the end of quarter ending 30th
September 2006 The mobile subscribersrsquo base stood at almost 43 million as against 378 million
for the quarter ending 30th June 2006 adding around 524 million subscribers in one quarter
Riding on a wave of increasing growth mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers
Asia Pacific Institute of Management
14
Consumersrsquo Satisfaction Analysis by TRAI
The study assesses the satisfaction level of consumers encompassing quality of technical service
quality and operational aspects of gadgets and social psychological costs due to unsolicited
promotional callsSMSs etc The analysis in this report throws light on the consumption behavior
of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone
services assessment of the level of satisfaction preference for various attributes and
functionalities of gadgets etc
Apart from this I also referred literature about consumer purchasing decision in high
involvement product like mobile phones This provided me knowledge about how information
search takes place in this category and what are the important attributes that customer look for
while buying such a product
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
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34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
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39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
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Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
3
CERTIFICATE
This is to certify that the project entitled ldquoCustomersrsquo Perception and
Comparative Analysis of i-phone with its major competitors in India rdquo is the
bonafide work carried out by Kunal Anand student of PGDM (full time) Asia
Pacific Institute of Management Delhi during the year 08-09 in partial
fulfillment of the requirements for the award of the PGDM and that the project
has not formed the basis for the award previously of any degree diploma
associateship fellowship or any other similar title
Signature of the Guide
Place New Delhi
Date 10092009
Asia Pacific Institute of Management
4
Content SNo Chapter Page No
1 Introduction 05
2 Review of Literature 13
3 Objective of the study 15
4 Methodology 16
i Type of sampling 17
ii Measurement and Scaling 17
iii Sampling Data 18
iv Data analysis techniques 18
v Limitation of the study 18
5 Analysis 19
i Factor analysis 30
ii Comparative Analysis 41
6 Conclusion 43
7 Executive Summary 45
8 Bibliography 47
9 Annexure 48
i Questionnaire 48
ii Important data 52
Asia Pacific Institute of Management
5
Introduction
Mobile users today want their handsets to be converged devices handling multiple functions
entertainment being the most important among them They want their mobile to be fully loaded
with top-end features but they want all that at affordable costs
Integrated digital camera music player and stereo FM radio are the three main features which
would drive users towards upgrading their handsets These features are available in mid range
and high-end handsets so far and the common user now demands these features in ordinary
handsets which can be affordable On the other hand MMS has failed to catch the fancy of the
masses due to its high costs of transmission over the networks and relatively cheaper alternate
modes of downloading videos available through Internet
Other features like Games Calculator RemindersSchedulerOrganizer Polyphonic ringtones etc
have become hygiene features and are a must for any handset None of these features is a
differentiator anymore Apart from Integrated Camera Music player and Stereo FM radio a
Speaker phone is another feature that emerges as the driver for replacing the current handset
This feature can be a most cost effective differentiating feature for the low end phones
Most handset vendors have been bringing out new models at fairly regular intervals The
maximum activity takes place at the high end where the launch of a newer model makes the
older model cheaper shifting it to the mid segment The handset vendors need to address these
expectations of the mass market to be able to entice them towards their products
Asia Pacific Institute of Management
6
3G is the Third Generation of mobile phone standards and technology superseding 25G It is
based on the International Telecommunication Union (ITU) family of standards under the IMT-
2000
3G networks enable network operators to offer users a wider range of more advanced services
while achieving greater network capacity through improved spectral efficiency Services include
wide-area wireless voice telephony video calls and broadband wireless data all in a mobile
environment Additional features also include HSPA data transmission capabilities able to
deliver speeds up to 144Mbits on the downlink and 58Mbits on the uplink
Unlike IEEE 80211 (common names Wi-Fi or WLAN) networks 3G networks are wide area
cellular telephone networks which evolved to incorporate high-speed internet access and video
telephony IEEE 80211 networks are short range high-bandwidth networks primarily developed
for data
3G technologies enable network operators to offer users a wider range of more advanced services
while achieving greater network capacity through improved spectral efficiency
Asia Pacific Institute of Management
7
Apple i-Phone
This was the most awaited phone in the Indian market It is now here but not before it became
famous throughout the rest of the world Renowned for its chic design and easy-to-use functions
the iPhone has tremendous features such as its wide and clear screen iPod internet capability
with classic web browser GPS mapping and last but not lease a phone
Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India
expected the same price Unfortunately that is not what happened To grab hold of this hot item
you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to
pick up more than one you may consider flying overseas to make your purchase Even with
airfare included you may just save a few rupees
Asia Pacific Institute of Management
8
HTC Diamond Touch
This is the most talked about phone among the corporate and business people of India Loaded
with tons of great features it is one of the slimmest phones in the touch category It boasts of the
most famous business platform out there Windows Mobile This slim trim companion comes
with Windows Mobile 61 Professional it weighs a mere 110 g (with the battery) it is GPS
enabled has a 28-inch touch screen 4GB internal usage and will even tell you the weather
reports with HTC Weather No an umbrella is not included So if you are not mobile savvy but
care about the Windows Mobile Platform and the business related apps then go for HTC
Diamond Touch This one truly is a diamond in the rough
Asia Pacific Institute of Management
9
NOKIA N96
Finally itrsquos time to talk about one of the most famous brands on the planet Nokia Nokia N96 is
great improvement on the already excellent N95 People are no longer calling it a mobile but
rather a new multimedia computer as it has virtually everything a computer should have
Easily accessing internet videos is a highlight of this sophisticated phone In select markets the
integrated DVB-H receiver offers live broadcast TV with an automatically updating program
guide It also boasts of a 5 megapixel camera GPS Bluetooth wireless technology WLAN and
a DVB-H Receiver
Asia Pacific Institute of Management
10
BlackBerry Storm 9500
The highly anticipated BlackBerry Storm 9500 today made its first official appearance popping
up on German Vodafone web site Images and specs of the first touchscreen RIM-manufactured
device have been floating around the net for what seems like ages but it hasnrsquot yet been officially
announced If all the rumored features are confirmed when the device actually sees daylight then
the Apple iPhone 3G might be up for quite a challenge
The specifications of the BlackBerry Storm 9500 that are already known include a 33rdquo
touchscreen with a resolution of 360 x 480 pixels The tri-band 3G with HSDPA and the quad-
band GSM support makes it capable of global roaming The Storm 9500 is running on a 624
MHz CPU and has 192 MB of RAM and utilizes a new version of the BlackBerry OS optimized
for touchscreen input
Asia Pacific Institute of Management
11
Samsung i8510 INNOV8
It is an imaging powerhouse with its 8 megapixel autofocus camera that offers image
stabilization and blink smile and face detection for perfect photos The camera also features the
ability to take panoramic photographs and uses the handsets built-in GPS receiver to geotag
photos with location information The i8510 INNOV8 is capable of recording QVGA video at up
to 120 frames per second and VGA-resolution video at up to 30 frames per second with a full
video editing suite on board
Music is not forgotten on this workhorse with a built-in FM radio 3D surround sound and a
standard 35mm audio port The i8510 INNOV8 offers 16GB of built-in memory in addition to a
microSD card slot for even more storage options Bluetooth 20 with A2DP support for stereo
headsets makes wireless music possible also
Asia Pacific Institute of Management
12
Sony Ericsson XPERIA X1
This phone is based on the Windows Mobile 61 Operating System which means it has a full
suite of applications to offer to the user The Sony Ericsson Xperia X1 is promoted by the
company as offering a convergence of communication features and entertainment features this
convergence is exactly what people are seeking from a smart-phone in todayrsquos highly mobile
world and allows this new lineup of phones to compete in the global marketplace
What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in
so many different areas Some phones really do well only as a niche phone but very few phones
really meet all of the diverse needs of a single user The Sony Ericsson Xperia X1 manages to
achieve this rarely-met goal It has great Internet and communication services as well as a
plethora of entertainment options It has a built-in camera and other great standard features
expected of todayrsquos advanced phones And it really stands out in the area of design Combined
together these features make this mobile phone a truly well-rounded cutting-edge phone
intended for the smart-phone fan who wants to have it all
Asia Pacific Institute of Management
13
Review of Literature There are many articles being published about iPhone being launched in India The iPhone is
being compared with the handsets from other manufactures like Nokia Samsung Sony Ericsson
etc One of the articles which came in August edition of Digit Magazine titled as A Taste of
Whatrsquos To Come by Mr Michael Brown has compared iPhone with Nokiarsquos N96 and Sony
Ericsson XPERIA X1In this article Mr Brown has compared different attributes of iPhone with
its major competitors Also according to an article came on 19 Aug 2008 in Economic Times
titled Nokia intercepts iPhone with high-end handset states that the major rivals of iPhone are
coming up with the superior products to outsmart the iPhone There are certain loopholes in
iPhone such as lack of massage forwarding facility 2 Mega pixel camera with no video
recording Bluetooth can be used only for handsfree No Cut Copy Paste option and can only be
used with specified operator With the latest technology great features and state in art design the
competitors are ready to give iPhone the run for their money
As reported by TRAI the mobile telephony sector has almost touched a subscriber base of 43
million marks (GSM 336 million amp CDMA 94 million) at the end of quarter ending 30th
September 2006 The mobile subscribersrsquo base stood at almost 43 million as against 378 million
for the quarter ending 30th June 2006 adding around 524 million subscribers in one quarter
Riding on a wave of increasing growth mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers
Asia Pacific Institute of Management
14
Consumersrsquo Satisfaction Analysis by TRAI
The study assesses the satisfaction level of consumers encompassing quality of technical service
quality and operational aspects of gadgets and social psychological costs due to unsolicited
promotional callsSMSs etc The analysis in this report throws light on the consumption behavior
of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone
services assessment of the level of satisfaction preference for various attributes and
functionalities of gadgets etc
Apart from this I also referred literature about consumer purchasing decision in high
involvement product like mobile phones This provided me knowledge about how information
search takes place in this category and what are the important attributes that customer look for
while buying such a product
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
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57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
4
Content SNo Chapter Page No
1 Introduction 05
2 Review of Literature 13
3 Objective of the study 15
4 Methodology 16
i Type of sampling 17
ii Measurement and Scaling 17
iii Sampling Data 18
iv Data analysis techniques 18
v Limitation of the study 18
5 Analysis 19
i Factor analysis 30
ii Comparative Analysis 41
6 Conclusion 43
7 Executive Summary 45
8 Bibliography 47
9 Annexure 48
i Questionnaire 48
ii Important data 52
Asia Pacific Institute of Management
5
Introduction
Mobile users today want their handsets to be converged devices handling multiple functions
entertainment being the most important among them They want their mobile to be fully loaded
with top-end features but they want all that at affordable costs
Integrated digital camera music player and stereo FM radio are the three main features which
would drive users towards upgrading their handsets These features are available in mid range
and high-end handsets so far and the common user now demands these features in ordinary
handsets which can be affordable On the other hand MMS has failed to catch the fancy of the
masses due to its high costs of transmission over the networks and relatively cheaper alternate
modes of downloading videos available through Internet
Other features like Games Calculator RemindersSchedulerOrganizer Polyphonic ringtones etc
have become hygiene features and are a must for any handset None of these features is a
differentiator anymore Apart from Integrated Camera Music player and Stereo FM radio a
Speaker phone is another feature that emerges as the driver for replacing the current handset
This feature can be a most cost effective differentiating feature for the low end phones
Most handset vendors have been bringing out new models at fairly regular intervals The
maximum activity takes place at the high end where the launch of a newer model makes the
older model cheaper shifting it to the mid segment The handset vendors need to address these
expectations of the mass market to be able to entice them towards their products
Asia Pacific Institute of Management
6
3G is the Third Generation of mobile phone standards and technology superseding 25G It is
based on the International Telecommunication Union (ITU) family of standards under the IMT-
2000
3G networks enable network operators to offer users a wider range of more advanced services
while achieving greater network capacity through improved spectral efficiency Services include
wide-area wireless voice telephony video calls and broadband wireless data all in a mobile
environment Additional features also include HSPA data transmission capabilities able to
deliver speeds up to 144Mbits on the downlink and 58Mbits on the uplink
Unlike IEEE 80211 (common names Wi-Fi or WLAN) networks 3G networks are wide area
cellular telephone networks which evolved to incorporate high-speed internet access and video
telephony IEEE 80211 networks are short range high-bandwidth networks primarily developed
for data
3G technologies enable network operators to offer users a wider range of more advanced services
while achieving greater network capacity through improved spectral efficiency
Asia Pacific Institute of Management
7
Apple i-Phone
This was the most awaited phone in the Indian market It is now here but not before it became
famous throughout the rest of the world Renowned for its chic design and easy-to-use functions
the iPhone has tremendous features such as its wide and clear screen iPod internet capability
with classic web browser GPS mapping and last but not lease a phone
Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India
expected the same price Unfortunately that is not what happened To grab hold of this hot item
you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to
pick up more than one you may consider flying overseas to make your purchase Even with
airfare included you may just save a few rupees
Asia Pacific Institute of Management
8
HTC Diamond Touch
This is the most talked about phone among the corporate and business people of India Loaded
with tons of great features it is one of the slimmest phones in the touch category It boasts of the
most famous business platform out there Windows Mobile This slim trim companion comes
with Windows Mobile 61 Professional it weighs a mere 110 g (with the battery) it is GPS
enabled has a 28-inch touch screen 4GB internal usage and will even tell you the weather
reports with HTC Weather No an umbrella is not included So if you are not mobile savvy but
care about the Windows Mobile Platform and the business related apps then go for HTC
Diamond Touch This one truly is a diamond in the rough
Asia Pacific Institute of Management
9
NOKIA N96
Finally itrsquos time to talk about one of the most famous brands on the planet Nokia Nokia N96 is
great improvement on the already excellent N95 People are no longer calling it a mobile but
rather a new multimedia computer as it has virtually everything a computer should have
Easily accessing internet videos is a highlight of this sophisticated phone In select markets the
integrated DVB-H receiver offers live broadcast TV with an automatically updating program
guide It also boasts of a 5 megapixel camera GPS Bluetooth wireless technology WLAN and
a DVB-H Receiver
Asia Pacific Institute of Management
10
BlackBerry Storm 9500
The highly anticipated BlackBerry Storm 9500 today made its first official appearance popping
up on German Vodafone web site Images and specs of the first touchscreen RIM-manufactured
device have been floating around the net for what seems like ages but it hasnrsquot yet been officially
announced If all the rumored features are confirmed when the device actually sees daylight then
the Apple iPhone 3G might be up for quite a challenge
The specifications of the BlackBerry Storm 9500 that are already known include a 33rdquo
touchscreen with a resolution of 360 x 480 pixels The tri-band 3G with HSDPA and the quad-
band GSM support makes it capable of global roaming The Storm 9500 is running on a 624
MHz CPU and has 192 MB of RAM and utilizes a new version of the BlackBerry OS optimized
for touchscreen input
Asia Pacific Institute of Management
11
Samsung i8510 INNOV8
It is an imaging powerhouse with its 8 megapixel autofocus camera that offers image
stabilization and blink smile and face detection for perfect photos The camera also features the
ability to take panoramic photographs and uses the handsets built-in GPS receiver to geotag
photos with location information The i8510 INNOV8 is capable of recording QVGA video at up
to 120 frames per second and VGA-resolution video at up to 30 frames per second with a full
video editing suite on board
Music is not forgotten on this workhorse with a built-in FM radio 3D surround sound and a
standard 35mm audio port The i8510 INNOV8 offers 16GB of built-in memory in addition to a
microSD card slot for even more storage options Bluetooth 20 with A2DP support for stereo
headsets makes wireless music possible also
Asia Pacific Institute of Management
12
Sony Ericsson XPERIA X1
This phone is based on the Windows Mobile 61 Operating System which means it has a full
suite of applications to offer to the user The Sony Ericsson Xperia X1 is promoted by the
company as offering a convergence of communication features and entertainment features this
convergence is exactly what people are seeking from a smart-phone in todayrsquos highly mobile
world and allows this new lineup of phones to compete in the global marketplace
What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in
so many different areas Some phones really do well only as a niche phone but very few phones
really meet all of the diverse needs of a single user The Sony Ericsson Xperia X1 manages to
achieve this rarely-met goal It has great Internet and communication services as well as a
plethora of entertainment options It has a built-in camera and other great standard features
expected of todayrsquos advanced phones And it really stands out in the area of design Combined
together these features make this mobile phone a truly well-rounded cutting-edge phone
intended for the smart-phone fan who wants to have it all
Asia Pacific Institute of Management
13
Review of Literature There are many articles being published about iPhone being launched in India The iPhone is
being compared with the handsets from other manufactures like Nokia Samsung Sony Ericsson
etc One of the articles which came in August edition of Digit Magazine titled as A Taste of
Whatrsquos To Come by Mr Michael Brown has compared iPhone with Nokiarsquos N96 and Sony
Ericsson XPERIA X1In this article Mr Brown has compared different attributes of iPhone with
its major competitors Also according to an article came on 19 Aug 2008 in Economic Times
titled Nokia intercepts iPhone with high-end handset states that the major rivals of iPhone are
coming up with the superior products to outsmart the iPhone There are certain loopholes in
iPhone such as lack of massage forwarding facility 2 Mega pixel camera with no video
recording Bluetooth can be used only for handsfree No Cut Copy Paste option and can only be
used with specified operator With the latest technology great features and state in art design the
competitors are ready to give iPhone the run for their money
As reported by TRAI the mobile telephony sector has almost touched a subscriber base of 43
million marks (GSM 336 million amp CDMA 94 million) at the end of quarter ending 30th
September 2006 The mobile subscribersrsquo base stood at almost 43 million as against 378 million
for the quarter ending 30th June 2006 adding around 524 million subscribers in one quarter
Riding on a wave of increasing growth mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers
Asia Pacific Institute of Management
14
Consumersrsquo Satisfaction Analysis by TRAI
The study assesses the satisfaction level of consumers encompassing quality of technical service
quality and operational aspects of gadgets and social psychological costs due to unsolicited
promotional callsSMSs etc The analysis in this report throws light on the consumption behavior
of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone
services assessment of the level of satisfaction preference for various attributes and
functionalities of gadgets etc
Apart from this I also referred literature about consumer purchasing decision in high
involvement product like mobile phones This provided me knowledge about how information
search takes place in this category and what are the important attributes that customer look for
while buying such a product
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
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53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
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55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
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57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
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58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
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60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
5
Introduction
Mobile users today want their handsets to be converged devices handling multiple functions
entertainment being the most important among them They want their mobile to be fully loaded
with top-end features but they want all that at affordable costs
Integrated digital camera music player and stereo FM radio are the three main features which
would drive users towards upgrading their handsets These features are available in mid range
and high-end handsets so far and the common user now demands these features in ordinary
handsets which can be affordable On the other hand MMS has failed to catch the fancy of the
masses due to its high costs of transmission over the networks and relatively cheaper alternate
modes of downloading videos available through Internet
Other features like Games Calculator RemindersSchedulerOrganizer Polyphonic ringtones etc
have become hygiene features and are a must for any handset None of these features is a
differentiator anymore Apart from Integrated Camera Music player and Stereo FM radio a
Speaker phone is another feature that emerges as the driver for replacing the current handset
This feature can be a most cost effective differentiating feature for the low end phones
Most handset vendors have been bringing out new models at fairly regular intervals The
maximum activity takes place at the high end where the launch of a newer model makes the
older model cheaper shifting it to the mid segment The handset vendors need to address these
expectations of the mass market to be able to entice them towards their products
Asia Pacific Institute of Management
6
3G is the Third Generation of mobile phone standards and technology superseding 25G It is
based on the International Telecommunication Union (ITU) family of standards under the IMT-
2000
3G networks enable network operators to offer users a wider range of more advanced services
while achieving greater network capacity through improved spectral efficiency Services include
wide-area wireless voice telephony video calls and broadband wireless data all in a mobile
environment Additional features also include HSPA data transmission capabilities able to
deliver speeds up to 144Mbits on the downlink and 58Mbits on the uplink
Unlike IEEE 80211 (common names Wi-Fi or WLAN) networks 3G networks are wide area
cellular telephone networks which evolved to incorporate high-speed internet access and video
telephony IEEE 80211 networks are short range high-bandwidth networks primarily developed
for data
3G technologies enable network operators to offer users a wider range of more advanced services
while achieving greater network capacity through improved spectral efficiency
Asia Pacific Institute of Management
7
Apple i-Phone
This was the most awaited phone in the Indian market It is now here but not before it became
famous throughout the rest of the world Renowned for its chic design and easy-to-use functions
the iPhone has tremendous features such as its wide and clear screen iPod internet capability
with classic web browser GPS mapping and last but not lease a phone
Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India
expected the same price Unfortunately that is not what happened To grab hold of this hot item
you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to
pick up more than one you may consider flying overseas to make your purchase Even with
airfare included you may just save a few rupees
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8
HTC Diamond Touch
This is the most talked about phone among the corporate and business people of India Loaded
with tons of great features it is one of the slimmest phones in the touch category It boasts of the
most famous business platform out there Windows Mobile This slim trim companion comes
with Windows Mobile 61 Professional it weighs a mere 110 g (with the battery) it is GPS
enabled has a 28-inch touch screen 4GB internal usage and will even tell you the weather
reports with HTC Weather No an umbrella is not included So if you are not mobile savvy but
care about the Windows Mobile Platform and the business related apps then go for HTC
Diamond Touch This one truly is a diamond in the rough
Asia Pacific Institute of Management
9
NOKIA N96
Finally itrsquos time to talk about one of the most famous brands on the planet Nokia Nokia N96 is
great improvement on the already excellent N95 People are no longer calling it a mobile but
rather a new multimedia computer as it has virtually everything a computer should have
Easily accessing internet videos is a highlight of this sophisticated phone In select markets the
integrated DVB-H receiver offers live broadcast TV with an automatically updating program
guide It also boasts of a 5 megapixel camera GPS Bluetooth wireless technology WLAN and
a DVB-H Receiver
Asia Pacific Institute of Management
10
BlackBerry Storm 9500
The highly anticipated BlackBerry Storm 9500 today made its first official appearance popping
up on German Vodafone web site Images and specs of the first touchscreen RIM-manufactured
device have been floating around the net for what seems like ages but it hasnrsquot yet been officially
announced If all the rumored features are confirmed when the device actually sees daylight then
the Apple iPhone 3G might be up for quite a challenge
The specifications of the BlackBerry Storm 9500 that are already known include a 33rdquo
touchscreen with a resolution of 360 x 480 pixels The tri-band 3G with HSDPA and the quad-
band GSM support makes it capable of global roaming The Storm 9500 is running on a 624
MHz CPU and has 192 MB of RAM and utilizes a new version of the BlackBerry OS optimized
for touchscreen input
Asia Pacific Institute of Management
11
Samsung i8510 INNOV8
It is an imaging powerhouse with its 8 megapixel autofocus camera that offers image
stabilization and blink smile and face detection for perfect photos The camera also features the
ability to take panoramic photographs and uses the handsets built-in GPS receiver to geotag
photos with location information The i8510 INNOV8 is capable of recording QVGA video at up
to 120 frames per second and VGA-resolution video at up to 30 frames per second with a full
video editing suite on board
Music is not forgotten on this workhorse with a built-in FM radio 3D surround sound and a
standard 35mm audio port The i8510 INNOV8 offers 16GB of built-in memory in addition to a
microSD card slot for even more storage options Bluetooth 20 with A2DP support for stereo
headsets makes wireless music possible also
Asia Pacific Institute of Management
12
Sony Ericsson XPERIA X1
This phone is based on the Windows Mobile 61 Operating System which means it has a full
suite of applications to offer to the user The Sony Ericsson Xperia X1 is promoted by the
company as offering a convergence of communication features and entertainment features this
convergence is exactly what people are seeking from a smart-phone in todayrsquos highly mobile
world and allows this new lineup of phones to compete in the global marketplace
What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in
so many different areas Some phones really do well only as a niche phone but very few phones
really meet all of the diverse needs of a single user The Sony Ericsson Xperia X1 manages to
achieve this rarely-met goal It has great Internet and communication services as well as a
plethora of entertainment options It has a built-in camera and other great standard features
expected of todayrsquos advanced phones And it really stands out in the area of design Combined
together these features make this mobile phone a truly well-rounded cutting-edge phone
intended for the smart-phone fan who wants to have it all
Asia Pacific Institute of Management
13
Review of Literature There are many articles being published about iPhone being launched in India The iPhone is
being compared with the handsets from other manufactures like Nokia Samsung Sony Ericsson
etc One of the articles which came in August edition of Digit Magazine titled as A Taste of
Whatrsquos To Come by Mr Michael Brown has compared iPhone with Nokiarsquos N96 and Sony
Ericsson XPERIA X1In this article Mr Brown has compared different attributes of iPhone with
its major competitors Also according to an article came on 19 Aug 2008 in Economic Times
titled Nokia intercepts iPhone with high-end handset states that the major rivals of iPhone are
coming up with the superior products to outsmart the iPhone There are certain loopholes in
iPhone such as lack of massage forwarding facility 2 Mega pixel camera with no video
recording Bluetooth can be used only for handsfree No Cut Copy Paste option and can only be
used with specified operator With the latest technology great features and state in art design the
competitors are ready to give iPhone the run for their money
As reported by TRAI the mobile telephony sector has almost touched a subscriber base of 43
million marks (GSM 336 million amp CDMA 94 million) at the end of quarter ending 30th
September 2006 The mobile subscribersrsquo base stood at almost 43 million as against 378 million
for the quarter ending 30th June 2006 adding around 524 million subscribers in one quarter
Riding on a wave of increasing growth mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers
Asia Pacific Institute of Management
14
Consumersrsquo Satisfaction Analysis by TRAI
The study assesses the satisfaction level of consumers encompassing quality of technical service
quality and operational aspects of gadgets and social psychological costs due to unsolicited
promotional callsSMSs etc The analysis in this report throws light on the consumption behavior
of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone
services assessment of the level of satisfaction preference for various attributes and
functionalities of gadgets etc
Apart from this I also referred literature about consumer purchasing decision in high
involvement product like mobile phones This provided me knowledge about how information
search takes place in this category and what are the important attributes that customer look for
while buying such a product
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
6
3G is the Third Generation of mobile phone standards and technology superseding 25G It is
based on the International Telecommunication Union (ITU) family of standards under the IMT-
2000
3G networks enable network operators to offer users a wider range of more advanced services
while achieving greater network capacity through improved spectral efficiency Services include
wide-area wireless voice telephony video calls and broadband wireless data all in a mobile
environment Additional features also include HSPA data transmission capabilities able to
deliver speeds up to 144Mbits on the downlink and 58Mbits on the uplink
Unlike IEEE 80211 (common names Wi-Fi or WLAN) networks 3G networks are wide area
cellular telephone networks which evolved to incorporate high-speed internet access and video
telephony IEEE 80211 networks are short range high-bandwidth networks primarily developed
for data
3G technologies enable network operators to offer users a wider range of more advanced services
while achieving greater network capacity through improved spectral efficiency
Asia Pacific Institute of Management
7
Apple i-Phone
This was the most awaited phone in the Indian market It is now here but not before it became
famous throughout the rest of the world Renowned for its chic design and easy-to-use functions
the iPhone has tremendous features such as its wide and clear screen iPod internet capability
with classic web browser GPS mapping and last but not lease a phone
Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India
expected the same price Unfortunately that is not what happened To grab hold of this hot item
you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to
pick up more than one you may consider flying overseas to make your purchase Even with
airfare included you may just save a few rupees
Asia Pacific Institute of Management
8
HTC Diamond Touch
This is the most talked about phone among the corporate and business people of India Loaded
with tons of great features it is one of the slimmest phones in the touch category It boasts of the
most famous business platform out there Windows Mobile This slim trim companion comes
with Windows Mobile 61 Professional it weighs a mere 110 g (with the battery) it is GPS
enabled has a 28-inch touch screen 4GB internal usage and will even tell you the weather
reports with HTC Weather No an umbrella is not included So if you are not mobile savvy but
care about the Windows Mobile Platform and the business related apps then go for HTC
Diamond Touch This one truly is a diamond in the rough
Asia Pacific Institute of Management
9
NOKIA N96
Finally itrsquos time to talk about one of the most famous brands on the planet Nokia Nokia N96 is
great improvement on the already excellent N95 People are no longer calling it a mobile but
rather a new multimedia computer as it has virtually everything a computer should have
Easily accessing internet videos is a highlight of this sophisticated phone In select markets the
integrated DVB-H receiver offers live broadcast TV with an automatically updating program
guide It also boasts of a 5 megapixel camera GPS Bluetooth wireless technology WLAN and
a DVB-H Receiver
Asia Pacific Institute of Management
10
BlackBerry Storm 9500
The highly anticipated BlackBerry Storm 9500 today made its first official appearance popping
up on German Vodafone web site Images and specs of the first touchscreen RIM-manufactured
device have been floating around the net for what seems like ages but it hasnrsquot yet been officially
announced If all the rumored features are confirmed when the device actually sees daylight then
the Apple iPhone 3G might be up for quite a challenge
The specifications of the BlackBerry Storm 9500 that are already known include a 33rdquo
touchscreen with a resolution of 360 x 480 pixels The tri-band 3G with HSDPA and the quad-
band GSM support makes it capable of global roaming The Storm 9500 is running on a 624
MHz CPU and has 192 MB of RAM and utilizes a new version of the BlackBerry OS optimized
for touchscreen input
Asia Pacific Institute of Management
11
Samsung i8510 INNOV8
It is an imaging powerhouse with its 8 megapixel autofocus camera that offers image
stabilization and blink smile and face detection for perfect photos The camera also features the
ability to take panoramic photographs and uses the handsets built-in GPS receiver to geotag
photos with location information The i8510 INNOV8 is capable of recording QVGA video at up
to 120 frames per second and VGA-resolution video at up to 30 frames per second with a full
video editing suite on board
Music is not forgotten on this workhorse with a built-in FM radio 3D surround sound and a
standard 35mm audio port The i8510 INNOV8 offers 16GB of built-in memory in addition to a
microSD card slot for even more storage options Bluetooth 20 with A2DP support for stereo
headsets makes wireless music possible also
Asia Pacific Institute of Management
12
Sony Ericsson XPERIA X1
This phone is based on the Windows Mobile 61 Operating System which means it has a full
suite of applications to offer to the user The Sony Ericsson Xperia X1 is promoted by the
company as offering a convergence of communication features and entertainment features this
convergence is exactly what people are seeking from a smart-phone in todayrsquos highly mobile
world and allows this new lineup of phones to compete in the global marketplace
What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in
so many different areas Some phones really do well only as a niche phone but very few phones
really meet all of the diverse needs of a single user The Sony Ericsson Xperia X1 manages to
achieve this rarely-met goal It has great Internet and communication services as well as a
plethora of entertainment options It has a built-in camera and other great standard features
expected of todayrsquos advanced phones And it really stands out in the area of design Combined
together these features make this mobile phone a truly well-rounded cutting-edge phone
intended for the smart-phone fan who wants to have it all
Asia Pacific Institute of Management
13
Review of Literature There are many articles being published about iPhone being launched in India The iPhone is
being compared with the handsets from other manufactures like Nokia Samsung Sony Ericsson
etc One of the articles which came in August edition of Digit Magazine titled as A Taste of
Whatrsquos To Come by Mr Michael Brown has compared iPhone with Nokiarsquos N96 and Sony
Ericsson XPERIA X1In this article Mr Brown has compared different attributes of iPhone with
its major competitors Also according to an article came on 19 Aug 2008 in Economic Times
titled Nokia intercepts iPhone with high-end handset states that the major rivals of iPhone are
coming up with the superior products to outsmart the iPhone There are certain loopholes in
iPhone such as lack of massage forwarding facility 2 Mega pixel camera with no video
recording Bluetooth can be used only for handsfree No Cut Copy Paste option and can only be
used with specified operator With the latest technology great features and state in art design the
competitors are ready to give iPhone the run for their money
As reported by TRAI the mobile telephony sector has almost touched a subscriber base of 43
million marks (GSM 336 million amp CDMA 94 million) at the end of quarter ending 30th
September 2006 The mobile subscribersrsquo base stood at almost 43 million as against 378 million
for the quarter ending 30th June 2006 adding around 524 million subscribers in one quarter
Riding on a wave of increasing growth mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers
Asia Pacific Institute of Management
14
Consumersrsquo Satisfaction Analysis by TRAI
The study assesses the satisfaction level of consumers encompassing quality of technical service
quality and operational aspects of gadgets and social psychological costs due to unsolicited
promotional callsSMSs etc The analysis in this report throws light on the consumption behavior
of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone
services assessment of the level of satisfaction preference for various attributes and
functionalities of gadgets etc
Apart from this I also referred literature about consumer purchasing decision in high
involvement product like mobile phones This provided me knowledge about how information
search takes place in this category and what are the important attributes that customer look for
while buying such a product
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
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53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
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57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
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58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
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60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
7
Apple i-Phone
This was the most awaited phone in the Indian market It is now here but not before it became
famous throughout the rest of the world Renowned for its chic design and easy-to-use functions
the iPhone has tremendous features such as its wide and clear screen iPod internet capability
with classic web browser GPS mapping and last but not lease a phone
Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India
expected the same price Unfortunately that is not what happened To grab hold of this hot item
you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to
pick up more than one you may consider flying overseas to make your purchase Even with
airfare included you may just save a few rupees
Asia Pacific Institute of Management
8
HTC Diamond Touch
This is the most talked about phone among the corporate and business people of India Loaded
with tons of great features it is one of the slimmest phones in the touch category It boasts of the
most famous business platform out there Windows Mobile This slim trim companion comes
with Windows Mobile 61 Professional it weighs a mere 110 g (with the battery) it is GPS
enabled has a 28-inch touch screen 4GB internal usage and will even tell you the weather
reports with HTC Weather No an umbrella is not included So if you are not mobile savvy but
care about the Windows Mobile Platform and the business related apps then go for HTC
Diamond Touch This one truly is a diamond in the rough
Asia Pacific Institute of Management
9
NOKIA N96
Finally itrsquos time to talk about one of the most famous brands on the planet Nokia Nokia N96 is
great improvement on the already excellent N95 People are no longer calling it a mobile but
rather a new multimedia computer as it has virtually everything a computer should have
Easily accessing internet videos is a highlight of this sophisticated phone In select markets the
integrated DVB-H receiver offers live broadcast TV with an automatically updating program
guide It also boasts of a 5 megapixel camera GPS Bluetooth wireless technology WLAN and
a DVB-H Receiver
Asia Pacific Institute of Management
10
BlackBerry Storm 9500
The highly anticipated BlackBerry Storm 9500 today made its first official appearance popping
up on German Vodafone web site Images and specs of the first touchscreen RIM-manufactured
device have been floating around the net for what seems like ages but it hasnrsquot yet been officially
announced If all the rumored features are confirmed when the device actually sees daylight then
the Apple iPhone 3G might be up for quite a challenge
The specifications of the BlackBerry Storm 9500 that are already known include a 33rdquo
touchscreen with a resolution of 360 x 480 pixels The tri-band 3G with HSDPA and the quad-
band GSM support makes it capable of global roaming The Storm 9500 is running on a 624
MHz CPU and has 192 MB of RAM and utilizes a new version of the BlackBerry OS optimized
for touchscreen input
Asia Pacific Institute of Management
11
Samsung i8510 INNOV8
It is an imaging powerhouse with its 8 megapixel autofocus camera that offers image
stabilization and blink smile and face detection for perfect photos The camera also features the
ability to take panoramic photographs and uses the handsets built-in GPS receiver to geotag
photos with location information The i8510 INNOV8 is capable of recording QVGA video at up
to 120 frames per second and VGA-resolution video at up to 30 frames per second with a full
video editing suite on board
Music is not forgotten on this workhorse with a built-in FM radio 3D surround sound and a
standard 35mm audio port The i8510 INNOV8 offers 16GB of built-in memory in addition to a
microSD card slot for even more storage options Bluetooth 20 with A2DP support for stereo
headsets makes wireless music possible also
Asia Pacific Institute of Management
12
Sony Ericsson XPERIA X1
This phone is based on the Windows Mobile 61 Operating System which means it has a full
suite of applications to offer to the user The Sony Ericsson Xperia X1 is promoted by the
company as offering a convergence of communication features and entertainment features this
convergence is exactly what people are seeking from a smart-phone in todayrsquos highly mobile
world and allows this new lineup of phones to compete in the global marketplace
What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in
so many different areas Some phones really do well only as a niche phone but very few phones
really meet all of the diverse needs of a single user The Sony Ericsson Xperia X1 manages to
achieve this rarely-met goal It has great Internet and communication services as well as a
plethora of entertainment options It has a built-in camera and other great standard features
expected of todayrsquos advanced phones And it really stands out in the area of design Combined
together these features make this mobile phone a truly well-rounded cutting-edge phone
intended for the smart-phone fan who wants to have it all
Asia Pacific Institute of Management
13
Review of Literature There are many articles being published about iPhone being launched in India The iPhone is
being compared with the handsets from other manufactures like Nokia Samsung Sony Ericsson
etc One of the articles which came in August edition of Digit Magazine titled as A Taste of
Whatrsquos To Come by Mr Michael Brown has compared iPhone with Nokiarsquos N96 and Sony
Ericsson XPERIA X1In this article Mr Brown has compared different attributes of iPhone with
its major competitors Also according to an article came on 19 Aug 2008 in Economic Times
titled Nokia intercepts iPhone with high-end handset states that the major rivals of iPhone are
coming up with the superior products to outsmart the iPhone There are certain loopholes in
iPhone such as lack of massage forwarding facility 2 Mega pixel camera with no video
recording Bluetooth can be used only for handsfree No Cut Copy Paste option and can only be
used with specified operator With the latest technology great features and state in art design the
competitors are ready to give iPhone the run for their money
As reported by TRAI the mobile telephony sector has almost touched a subscriber base of 43
million marks (GSM 336 million amp CDMA 94 million) at the end of quarter ending 30th
September 2006 The mobile subscribersrsquo base stood at almost 43 million as against 378 million
for the quarter ending 30th June 2006 adding around 524 million subscribers in one quarter
Riding on a wave of increasing growth mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers
Asia Pacific Institute of Management
14
Consumersrsquo Satisfaction Analysis by TRAI
The study assesses the satisfaction level of consumers encompassing quality of technical service
quality and operational aspects of gadgets and social psychological costs due to unsolicited
promotional callsSMSs etc The analysis in this report throws light on the consumption behavior
of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone
services assessment of the level of satisfaction preference for various attributes and
functionalities of gadgets etc
Apart from this I also referred literature about consumer purchasing decision in high
involvement product like mobile phones This provided me knowledge about how information
search takes place in this category and what are the important attributes that customer look for
while buying such a product
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
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34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
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37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
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38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
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39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
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40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
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49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
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51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
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53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
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Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
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Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
8
HTC Diamond Touch
This is the most talked about phone among the corporate and business people of India Loaded
with tons of great features it is one of the slimmest phones in the touch category It boasts of the
most famous business platform out there Windows Mobile This slim trim companion comes
with Windows Mobile 61 Professional it weighs a mere 110 g (with the battery) it is GPS
enabled has a 28-inch touch screen 4GB internal usage and will even tell you the weather
reports with HTC Weather No an umbrella is not included So if you are not mobile savvy but
care about the Windows Mobile Platform and the business related apps then go for HTC
Diamond Touch This one truly is a diamond in the rough
Asia Pacific Institute of Management
9
NOKIA N96
Finally itrsquos time to talk about one of the most famous brands on the planet Nokia Nokia N96 is
great improvement on the already excellent N95 People are no longer calling it a mobile but
rather a new multimedia computer as it has virtually everything a computer should have
Easily accessing internet videos is a highlight of this sophisticated phone In select markets the
integrated DVB-H receiver offers live broadcast TV with an automatically updating program
guide It also boasts of a 5 megapixel camera GPS Bluetooth wireless technology WLAN and
a DVB-H Receiver
Asia Pacific Institute of Management
10
BlackBerry Storm 9500
The highly anticipated BlackBerry Storm 9500 today made its first official appearance popping
up on German Vodafone web site Images and specs of the first touchscreen RIM-manufactured
device have been floating around the net for what seems like ages but it hasnrsquot yet been officially
announced If all the rumored features are confirmed when the device actually sees daylight then
the Apple iPhone 3G might be up for quite a challenge
The specifications of the BlackBerry Storm 9500 that are already known include a 33rdquo
touchscreen with a resolution of 360 x 480 pixels The tri-band 3G with HSDPA and the quad-
band GSM support makes it capable of global roaming The Storm 9500 is running on a 624
MHz CPU and has 192 MB of RAM and utilizes a new version of the BlackBerry OS optimized
for touchscreen input
Asia Pacific Institute of Management
11
Samsung i8510 INNOV8
It is an imaging powerhouse with its 8 megapixel autofocus camera that offers image
stabilization and blink smile and face detection for perfect photos The camera also features the
ability to take panoramic photographs and uses the handsets built-in GPS receiver to geotag
photos with location information The i8510 INNOV8 is capable of recording QVGA video at up
to 120 frames per second and VGA-resolution video at up to 30 frames per second with a full
video editing suite on board
Music is not forgotten on this workhorse with a built-in FM radio 3D surround sound and a
standard 35mm audio port The i8510 INNOV8 offers 16GB of built-in memory in addition to a
microSD card slot for even more storage options Bluetooth 20 with A2DP support for stereo
headsets makes wireless music possible also
Asia Pacific Institute of Management
12
Sony Ericsson XPERIA X1
This phone is based on the Windows Mobile 61 Operating System which means it has a full
suite of applications to offer to the user The Sony Ericsson Xperia X1 is promoted by the
company as offering a convergence of communication features and entertainment features this
convergence is exactly what people are seeking from a smart-phone in todayrsquos highly mobile
world and allows this new lineup of phones to compete in the global marketplace
What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in
so many different areas Some phones really do well only as a niche phone but very few phones
really meet all of the diverse needs of a single user The Sony Ericsson Xperia X1 manages to
achieve this rarely-met goal It has great Internet and communication services as well as a
plethora of entertainment options It has a built-in camera and other great standard features
expected of todayrsquos advanced phones And it really stands out in the area of design Combined
together these features make this mobile phone a truly well-rounded cutting-edge phone
intended for the smart-phone fan who wants to have it all
Asia Pacific Institute of Management
13
Review of Literature There are many articles being published about iPhone being launched in India The iPhone is
being compared with the handsets from other manufactures like Nokia Samsung Sony Ericsson
etc One of the articles which came in August edition of Digit Magazine titled as A Taste of
Whatrsquos To Come by Mr Michael Brown has compared iPhone with Nokiarsquos N96 and Sony
Ericsson XPERIA X1In this article Mr Brown has compared different attributes of iPhone with
its major competitors Also according to an article came on 19 Aug 2008 in Economic Times
titled Nokia intercepts iPhone with high-end handset states that the major rivals of iPhone are
coming up with the superior products to outsmart the iPhone There are certain loopholes in
iPhone such as lack of massage forwarding facility 2 Mega pixel camera with no video
recording Bluetooth can be used only for handsfree No Cut Copy Paste option and can only be
used with specified operator With the latest technology great features and state in art design the
competitors are ready to give iPhone the run for their money
As reported by TRAI the mobile telephony sector has almost touched a subscriber base of 43
million marks (GSM 336 million amp CDMA 94 million) at the end of quarter ending 30th
September 2006 The mobile subscribersrsquo base stood at almost 43 million as against 378 million
for the quarter ending 30th June 2006 adding around 524 million subscribers in one quarter
Riding on a wave of increasing growth mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers
Asia Pacific Institute of Management
14
Consumersrsquo Satisfaction Analysis by TRAI
The study assesses the satisfaction level of consumers encompassing quality of technical service
quality and operational aspects of gadgets and social psychological costs due to unsolicited
promotional callsSMSs etc The analysis in this report throws light on the consumption behavior
of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone
services assessment of the level of satisfaction preference for various attributes and
functionalities of gadgets etc
Apart from this I also referred literature about consumer purchasing decision in high
involvement product like mobile phones This provided me knowledge about how information
search takes place in this category and what are the important attributes that customer look for
while buying such a product
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
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51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
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53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
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55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
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56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
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57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
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58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
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59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
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60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
9
NOKIA N96
Finally itrsquos time to talk about one of the most famous brands on the planet Nokia Nokia N96 is
great improvement on the already excellent N95 People are no longer calling it a mobile but
rather a new multimedia computer as it has virtually everything a computer should have
Easily accessing internet videos is a highlight of this sophisticated phone In select markets the
integrated DVB-H receiver offers live broadcast TV with an automatically updating program
guide It also boasts of a 5 megapixel camera GPS Bluetooth wireless technology WLAN and
a DVB-H Receiver
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10
BlackBerry Storm 9500
The highly anticipated BlackBerry Storm 9500 today made its first official appearance popping
up on German Vodafone web site Images and specs of the first touchscreen RIM-manufactured
device have been floating around the net for what seems like ages but it hasnrsquot yet been officially
announced If all the rumored features are confirmed when the device actually sees daylight then
the Apple iPhone 3G might be up for quite a challenge
The specifications of the BlackBerry Storm 9500 that are already known include a 33rdquo
touchscreen with a resolution of 360 x 480 pixels The tri-band 3G with HSDPA and the quad-
band GSM support makes it capable of global roaming The Storm 9500 is running on a 624
MHz CPU and has 192 MB of RAM and utilizes a new version of the BlackBerry OS optimized
for touchscreen input
Asia Pacific Institute of Management
11
Samsung i8510 INNOV8
It is an imaging powerhouse with its 8 megapixel autofocus camera that offers image
stabilization and blink smile and face detection for perfect photos The camera also features the
ability to take panoramic photographs and uses the handsets built-in GPS receiver to geotag
photos with location information The i8510 INNOV8 is capable of recording QVGA video at up
to 120 frames per second and VGA-resolution video at up to 30 frames per second with a full
video editing suite on board
Music is not forgotten on this workhorse with a built-in FM radio 3D surround sound and a
standard 35mm audio port The i8510 INNOV8 offers 16GB of built-in memory in addition to a
microSD card slot for even more storage options Bluetooth 20 with A2DP support for stereo
headsets makes wireless music possible also
Asia Pacific Institute of Management
12
Sony Ericsson XPERIA X1
This phone is based on the Windows Mobile 61 Operating System which means it has a full
suite of applications to offer to the user The Sony Ericsson Xperia X1 is promoted by the
company as offering a convergence of communication features and entertainment features this
convergence is exactly what people are seeking from a smart-phone in todayrsquos highly mobile
world and allows this new lineup of phones to compete in the global marketplace
What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in
so many different areas Some phones really do well only as a niche phone but very few phones
really meet all of the diverse needs of a single user The Sony Ericsson Xperia X1 manages to
achieve this rarely-met goal It has great Internet and communication services as well as a
plethora of entertainment options It has a built-in camera and other great standard features
expected of todayrsquos advanced phones And it really stands out in the area of design Combined
together these features make this mobile phone a truly well-rounded cutting-edge phone
intended for the smart-phone fan who wants to have it all
Asia Pacific Institute of Management
13
Review of Literature There are many articles being published about iPhone being launched in India The iPhone is
being compared with the handsets from other manufactures like Nokia Samsung Sony Ericsson
etc One of the articles which came in August edition of Digit Magazine titled as A Taste of
Whatrsquos To Come by Mr Michael Brown has compared iPhone with Nokiarsquos N96 and Sony
Ericsson XPERIA X1In this article Mr Brown has compared different attributes of iPhone with
its major competitors Also according to an article came on 19 Aug 2008 in Economic Times
titled Nokia intercepts iPhone with high-end handset states that the major rivals of iPhone are
coming up with the superior products to outsmart the iPhone There are certain loopholes in
iPhone such as lack of massage forwarding facility 2 Mega pixel camera with no video
recording Bluetooth can be used only for handsfree No Cut Copy Paste option and can only be
used with specified operator With the latest technology great features and state in art design the
competitors are ready to give iPhone the run for their money
As reported by TRAI the mobile telephony sector has almost touched a subscriber base of 43
million marks (GSM 336 million amp CDMA 94 million) at the end of quarter ending 30th
September 2006 The mobile subscribersrsquo base stood at almost 43 million as against 378 million
for the quarter ending 30th June 2006 adding around 524 million subscribers in one quarter
Riding on a wave of increasing growth mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers
Asia Pacific Institute of Management
14
Consumersrsquo Satisfaction Analysis by TRAI
The study assesses the satisfaction level of consumers encompassing quality of technical service
quality and operational aspects of gadgets and social psychological costs due to unsolicited
promotional callsSMSs etc The analysis in this report throws light on the consumption behavior
of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone
services assessment of the level of satisfaction preference for various attributes and
functionalities of gadgets etc
Apart from this I also referred literature about consumer purchasing decision in high
involvement product like mobile phones This provided me knowledge about how information
search takes place in this category and what are the important attributes that customer look for
while buying such a product
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
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34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
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39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
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49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
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Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
10
BlackBerry Storm 9500
The highly anticipated BlackBerry Storm 9500 today made its first official appearance popping
up on German Vodafone web site Images and specs of the first touchscreen RIM-manufactured
device have been floating around the net for what seems like ages but it hasnrsquot yet been officially
announced If all the rumored features are confirmed when the device actually sees daylight then
the Apple iPhone 3G might be up for quite a challenge
The specifications of the BlackBerry Storm 9500 that are already known include a 33rdquo
touchscreen with a resolution of 360 x 480 pixels The tri-band 3G with HSDPA and the quad-
band GSM support makes it capable of global roaming The Storm 9500 is running on a 624
MHz CPU and has 192 MB of RAM and utilizes a new version of the BlackBerry OS optimized
for touchscreen input
Asia Pacific Institute of Management
11
Samsung i8510 INNOV8
It is an imaging powerhouse with its 8 megapixel autofocus camera that offers image
stabilization and blink smile and face detection for perfect photos The camera also features the
ability to take panoramic photographs and uses the handsets built-in GPS receiver to geotag
photos with location information The i8510 INNOV8 is capable of recording QVGA video at up
to 120 frames per second and VGA-resolution video at up to 30 frames per second with a full
video editing suite on board
Music is not forgotten on this workhorse with a built-in FM radio 3D surround sound and a
standard 35mm audio port The i8510 INNOV8 offers 16GB of built-in memory in addition to a
microSD card slot for even more storage options Bluetooth 20 with A2DP support for stereo
headsets makes wireless music possible also
Asia Pacific Institute of Management
12
Sony Ericsson XPERIA X1
This phone is based on the Windows Mobile 61 Operating System which means it has a full
suite of applications to offer to the user The Sony Ericsson Xperia X1 is promoted by the
company as offering a convergence of communication features and entertainment features this
convergence is exactly what people are seeking from a smart-phone in todayrsquos highly mobile
world and allows this new lineup of phones to compete in the global marketplace
What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in
so many different areas Some phones really do well only as a niche phone but very few phones
really meet all of the diverse needs of a single user The Sony Ericsson Xperia X1 manages to
achieve this rarely-met goal It has great Internet and communication services as well as a
plethora of entertainment options It has a built-in camera and other great standard features
expected of todayrsquos advanced phones And it really stands out in the area of design Combined
together these features make this mobile phone a truly well-rounded cutting-edge phone
intended for the smart-phone fan who wants to have it all
Asia Pacific Institute of Management
13
Review of Literature There are many articles being published about iPhone being launched in India The iPhone is
being compared with the handsets from other manufactures like Nokia Samsung Sony Ericsson
etc One of the articles which came in August edition of Digit Magazine titled as A Taste of
Whatrsquos To Come by Mr Michael Brown has compared iPhone with Nokiarsquos N96 and Sony
Ericsson XPERIA X1In this article Mr Brown has compared different attributes of iPhone with
its major competitors Also according to an article came on 19 Aug 2008 in Economic Times
titled Nokia intercepts iPhone with high-end handset states that the major rivals of iPhone are
coming up with the superior products to outsmart the iPhone There are certain loopholes in
iPhone such as lack of massage forwarding facility 2 Mega pixel camera with no video
recording Bluetooth can be used only for handsfree No Cut Copy Paste option and can only be
used with specified operator With the latest technology great features and state in art design the
competitors are ready to give iPhone the run for their money
As reported by TRAI the mobile telephony sector has almost touched a subscriber base of 43
million marks (GSM 336 million amp CDMA 94 million) at the end of quarter ending 30th
September 2006 The mobile subscribersrsquo base stood at almost 43 million as against 378 million
for the quarter ending 30th June 2006 adding around 524 million subscribers in one quarter
Riding on a wave of increasing growth mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers
Asia Pacific Institute of Management
14
Consumersrsquo Satisfaction Analysis by TRAI
The study assesses the satisfaction level of consumers encompassing quality of technical service
quality and operational aspects of gadgets and social psychological costs due to unsolicited
promotional callsSMSs etc The analysis in this report throws light on the consumption behavior
of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone
services assessment of the level of satisfaction preference for various attributes and
functionalities of gadgets etc
Apart from this I also referred literature about consumer purchasing decision in high
involvement product like mobile phones This provided me knowledge about how information
search takes place in this category and what are the important attributes that customer look for
while buying such a product
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
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29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
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51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
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52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
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53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
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55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
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56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
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57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
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58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
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59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
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60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
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11
Samsung i8510 INNOV8
It is an imaging powerhouse with its 8 megapixel autofocus camera that offers image
stabilization and blink smile and face detection for perfect photos The camera also features the
ability to take panoramic photographs and uses the handsets built-in GPS receiver to geotag
photos with location information The i8510 INNOV8 is capable of recording QVGA video at up
to 120 frames per second and VGA-resolution video at up to 30 frames per second with a full
video editing suite on board
Music is not forgotten on this workhorse with a built-in FM radio 3D surround sound and a
standard 35mm audio port The i8510 INNOV8 offers 16GB of built-in memory in addition to a
microSD card slot for even more storage options Bluetooth 20 with A2DP support for stereo
headsets makes wireless music possible also
Asia Pacific Institute of Management
12
Sony Ericsson XPERIA X1
This phone is based on the Windows Mobile 61 Operating System which means it has a full
suite of applications to offer to the user The Sony Ericsson Xperia X1 is promoted by the
company as offering a convergence of communication features and entertainment features this
convergence is exactly what people are seeking from a smart-phone in todayrsquos highly mobile
world and allows this new lineup of phones to compete in the global marketplace
What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in
so many different areas Some phones really do well only as a niche phone but very few phones
really meet all of the diverse needs of a single user The Sony Ericsson Xperia X1 manages to
achieve this rarely-met goal It has great Internet and communication services as well as a
plethora of entertainment options It has a built-in camera and other great standard features
expected of todayrsquos advanced phones And it really stands out in the area of design Combined
together these features make this mobile phone a truly well-rounded cutting-edge phone
intended for the smart-phone fan who wants to have it all
Asia Pacific Institute of Management
13
Review of Literature There are many articles being published about iPhone being launched in India The iPhone is
being compared with the handsets from other manufactures like Nokia Samsung Sony Ericsson
etc One of the articles which came in August edition of Digit Magazine titled as A Taste of
Whatrsquos To Come by Mr Michael Brown has compared iPhone with Nokiarsquos N96 and Sony
Ericsson XPERIA X1In this article Mr Brown has compared different attributes of iPhone with
its major competitors Also according to an article came on 19 Aug 2008 in Economic Times
titled Nokia intercepts iPhone with high-end handset states that the major rivals of iPhone are
coming up with the superior products to outsmart the iPhone There are certain loopholes in
iPhone such as lack of massage forwarding facility 2 Mega pixel camera with no video
recording Bluetooth can be used only for handsfree No Cut Copy Paste option and can only be
used with specified operator With the latest technology great features and state in art design the
competitors are ready to give iPhone the run for their money
As reported by TRAI the mobile telephony sector has almost touched a subscriber base of 43
million marks (GSM 336 million amp CDMA 94 million) at the end of quarter ending 30th
September 2006 The mobile subscribersrsquo base stood at almost 43 million as against 378 million
for the quarter ending 30th June 2006 adding around 524 million subscribers in one quarter
Riding on a wave of increasing growth mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers
Asia Pacific Institute of Management
14
Consumersrsquo Satisfaction Analysis by TRAI
The study assesses the satisfaction level of consumers encompassing quality of technical service
quality and operational aspects of gadgets and social psychological costs due to unsolicited
promotional callsSMSs etc The analysis in this report throws light on the consumption behavior
of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone
services assessment of the level of satisfaction preference for various attributes and
functionalities of gadgets etc
Apart from this I also referred literature about consumer purchasing decision in high
involvement product like mobile phones This provided me knowledge about how information
search takes place in this category and what are the important attributes that customer look for
while buying such a product
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
12
Sony Ericsson XPERIA X1
This phone is based on the Windows Mobile 61 Operating System which means it has a full
suite of applications to offer to the user The Sony Ericsson Xperia X1 is promoted by the
company as offering a convergence of communication features and entertainment features this
convergence is exactly what people are seeking from a smart-phone in todayrsquos highly mobile
world and allows this new lineup of phones to compete in the global marketplace
What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in
so many different areas Some phones really do well only as a niche phone but very few phones
really meet all of the diverse needs of a single user The Sony Ericsson Xperia X1 manages to
achieve this rarely-met goal It has great Internet and communication services as well as a
plethora of entertainment options It has a built-in camera and other great standard features
expected of todayrsquos advanced phones And it really stands out in the area of design Combined
together these features make this mobile phone a truly well-rounded cutting-edge phone
intended for the smart-phone fan who wants to have it all
Asia Pacific Institute of Management
13
Review of Literature There are many articles being published about iPhone being launched in India The iPhone is
being compared with the handsets from other manufactures like Nokia Samsung Sony Ericsson
etc One of the articles which came in August edition of Digit Magazine titled as A Taste of
Whatrsquos To Come by Mr Michael Brown has compared iPhone with Nokiarsquos N96 and Sony
Ericsson XPERIA X1In this article Mr Brown has compared different attributes of iPhone with
its major competitors Also according to an article came on 19 Aug 2008 in Economic Times
titled Nokia intercepts iPhone with high-end handset states that the major rivals of iPhone are
coming up with the superior products to outsmart the iPhone There are certain loopholes in
iPhone such as lack of massage forwarding facility 2 Mega pixel camera with no video
recording Bluetooth can be used only for handsfree No Cut Copy Paste option and can only be
used with specified operator With the latest technology great features and state in art design the
competitors are ready to give iPhone the run for their money
As reported by TRAI the mobile telephony sector has almost touched a subscriber base of 43
million marks (GSM 336 million amp CDMA 94 million) at the end of quarter ending 30th
September 2006 The mobile subscribersrsquo base stood at almost 43 million as against 378 million
for the quarter ending 30th June 2006 adding around 524 million subscribers in one quarter
Riding on a wave of increasing growth mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers
Asia Pacific Institute of Management
14
Consumersrsquo Satisfaction Analysis by TRAI
The study assesses the satisfaction level of consumers encompassing quality of technical service
quality and operational aspects of gadgets and social psychological costs due to unsolicited
promotional callsSMSs etc The analysis in this report throws light on the consumption behavior
of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone
services assessment of the level of satisfaction preference for various attributes and
functionalities of gadgets etc
Apart from this I also referred literature about consumer purchasing decision in high
involvement product like mobile phones This provided me knowledge about how information
search takes place in this category and what are the important attributes that customer look for
while buying such a product
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
13
Review of Literature There are many articles being published about iPhone being launched in India The iPhone is
being compared with the handsets from other manufactures like Nokia Samsung Sony Ericsson
etc One of the articles which came in August edition of Digit Magazine titled as A Taste of
Whatrsquos To Come by Mr Michael Brown has compared iPhone with Nokiarsquos N96 and Sony
Ericsson XPERIA X1In this article Mr Brown has compared different attributes of iPhone with
its major competitors Also according to an article came on 19 Aug 2008 in Economic Times
titled Nokia intercepts iPhone with high-end handset states that the major rivals of iPhone are
coming up with the superior products to outsmart the iPhone There are certain loopholes in
iPhone such as lack of massage forwarding facility 2 Mega pixel camera with no video
recording Bluetooth can be used only for handsfree No Cut Copy Paste option and can only be
used with specified operator With the latest technology great features and state in art design the
competitors are ready to give iPhone the run for their money
As reported by TRAI the mobile telephony sector has almost touched a subscriber base of 43
million marks (GSM 336 million amp CDMA 94 million) at the end of quarter ending 30th
September 2006 The mobile subscribersrsquo base stood at almost 43 million as against 378 million
for the quarter ending 30th June 2006 adding around 524 million subscribers in one quarter
Riding on a wave of increasing growth mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers
Asia Pacific Institute of Management
14
Consumersrsquo Satisfaction Analysis by TRAI
The study assesses the satisfaction level of consumers encompassing quality of technical service
quality and operational aspects of gadgets and social psychological costs due to unsolicited
promotional callsSMSs etc The analysis in this report throws light on the consumption behavior
of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone
services assessment of the level of satisfaction preference for various attributes and
functionalities of gadgets etc
Apart from this I also referred literature about consumer purchasing decision in high
involvement product like mobile phones This provided me knowledge about how information
search takes place in this category and what are the important attributes that customer look for
while buying such a product
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
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49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
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51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
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53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
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55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
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Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
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HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
14
Consumersrsquo Satisfaction Analysis by TRAI
The study assesses the satisfaction level of consumers encompassing quality of technical service
quality and operational aspects of gadgets and social psychological costs due to unsolicited
promotional callsSMSs etc The analysis in this report throws light on the consumption behavior
of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone
services assessment of the level of satisfaction preference for various attributes and
functionalities of gadgets etc
Apart from this I also referred literature about consumer purchasing decision in high
involvement product like mobile phones This provided me knowledge about how information
search takes place in this category and what are the important attributes that customer look for
while buying such a product
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
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34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
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39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
15
Objective
The objective of the project is to explore the perception of the customer towards i-phone and its
major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 and to do a comparative study of these mobile handsets in India
In the first part of my objective I will try to find out the customer perception towards the
3G phones and will try to find the important features which the customer prefers over all
the other features available in the handset and regarding features brand range etc
Second part of the study will be focused on the comparative study of i-phone and its major
competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and
Nokia N75 This analysis will be done on the basis of the features which customer prefers
more
Need for the study
Recently Apple launched i-phone and expectations of people with i-phone were very high Even
mobile phone manufacturers in India were ready with their counter attack
This research is being conducted as to know whether the expectations are being fulfilled or not
on the customer end and also to know whether its competitors are able to neutralize the effect of
i-phone by their newly launched mobile handsets
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
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53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
16
Methodology
There are nearly 120 million consumers of mobile handsets making the telecommunication
sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone
providers For this research I have taken a random sample of 100 mobile phone users in Different
parts of India
The methodology to conduct the study was composed of different tasks as follows
1 Review of literature A review of literature on consumer satisfaction in telecom industry
was undertaken in order to define the comprehensive scope of the study and ensuring its
objectivity
2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students
from the AIM campus and 6 were executives from different companies The purpose of these
interviews was to understand the user of 3G mobile phone to know their buying process for
these phones to understand the attributes important for the phones and to know what the
users considered as an important
3 Questionnaire The inputs from the above two helped us in the questionnaire formation
Important attributes were identified and incorporated Also the research objectives helped us
identify the nature of questions we needed to ask
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
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49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
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51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
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53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
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55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
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56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
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Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
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- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
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59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
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HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
17
Empirical Research - Sampling
A survey of 100 sampled respondents was conducted online as well as offline There were 80
online responses while the remaining respondents were contacted offline These online and
offline surveys were conducted between 10th October 2008 and 5th November 2008
Information Needed
Market share and relative positioning of different brands
Opinions about attributes of ideal mobile phone
Satisfaction level of mobile users
Most important drivers of buying
Barriers to switching from a one range to other
Triggers that lead to a need for replacing existing phone
Measurement and Scaling
Ordinal Scale The product categories are being ranked in terms of the consumer
preferences
Likert Scale The companies are being rated according to different categories and the
categories are rated according to different attributes on a scale of 1-5
Sampling Plan We intend to carry out our survey on a population which would
comprise of customer from all age group
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
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27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
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39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
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53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
18
Sampling Data
1 Target Population Men and women all the age group
2 Sampling frame High End Customer from all over India
3 Sampling Technique Convenience sampling
4 Sample Size 100
Data analysis techniques
After collecting data from the primary and the secondary sources it has been being analyzed by
the various function of SPSS (Statistical Package for Social Sciences) such as
Descriptive Statistics and
Data Reduction Techniques like Factor Analysis
Limitations of the study
Out of the 120 million users of mobile phones only a sample of 100 mobile phones
users where taken for the study so result of the study may vary from the actual
Since questionnaire where used for collecting the primary data so there are chances
that the given data may vary from the actual which can lead to wrong results
Due to the limitation of time there were some of the factors which were not
considered in the study
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
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21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
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23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
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25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
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26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
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27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
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29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
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31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
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33
Factor Matrix
Table C1
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34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
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38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
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39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
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40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
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49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
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55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
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60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
19
Analysis
Different companyrsquos mobile handset which people generally use
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 27 270 270 270
Sony Ericsson 19 190 190 460
Samsung 15 150 150 610
HTC 9 90 90 700
Blackberry 13 130 130 830
Motorola 7 70 70 900
Others 10 100 100 1000
Total 100 1000 1000
Interpretation This question was asked to determine the mobile company whose handsets are
mainly used by the high level officers and the executives and the result showed that nearly 27
uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry
respectively
Asia Pacific Institute of Management
20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
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34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
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53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
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57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
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60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
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20
Time from which mobile users have been using their mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than 1 year 39 390 390 390
1 - 2 years 34 340 340 730
2 - 3 years 23 230 230 960
More than 3 years 4 40 40 1000
Total 100 1000 1000
Interpretation This question was asked to the different users of mobile phones to know from
how long they have been using their handsets In this era of hyper competitions and changing
technology a user using a mobile phone from more than a year may think of changing it or
upgrading it to a new one The result of this question showed that nearly 39 users where using
their handset from less than a year and rest 61 of them where using their handset from more
than a year
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21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
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23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
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26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
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29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
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31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
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33
Factor Matrix
Table C1
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34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
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39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
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49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
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57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
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59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
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60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
21
The performance of various mobile handsets according to their users
Frequency Percent Valid Percent Cumulative
Percent
Valid Very Poor 4 40 40 40
Poor 12 120 120 160
Average 36 360 360 520
Good 32 320 320 840
Very Good 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to the customers as to know whether or not they are
happy with the performance of their mobile handsets as the users who are not happy with the
performance of their handset may go for a new handset and the result showed that nearly 48
people where happy with the performance but the rest 52 where either unhappy or where just
satisfied with the performance of their handsets Thus we can say that the users may switch to a
new phone if they find some attractive features in the new handset
Asia Pacific Institute of Management
22
Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
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42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
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43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
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45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
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49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
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50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
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51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
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Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
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53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
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Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
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56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
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Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
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- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
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BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
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HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
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Awareness about the availability of 3G mobile handsets in India
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 97 970 970 970
No 3 30 30 1000
Total 100 1000 1000
Interpretation The answer to this question which I was expecting was all the users saying yes
to it but the result showed that still nearly 3 of the executives where unaware of availability
of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to
advertise about the features of their handsets specially the advantages of using a 3G handset
over a 2G handset
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23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
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The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
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26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
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27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
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29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
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31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
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Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
23
Are the mobile users having any plans of changing their mobile handset to a
new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Yes 44 440 440 440
No 56 560 560 1000
Total 100 1000 1000
Interpretation The answer to this question will tell us whether the mobile users are ready to
buy the new 3G handsets that are available in the market and the results showed that nearly
44 of the mobile users where thinking to change their handsets It is a good number of users
who where ready to go for buying a new handset The users who are telling no to this question
ie nearly 56 may be already a 3G handset user or it can also be possible that he would have
recently purchased a new handset
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
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39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
24
The 3G handset which mobile phone users would you like to go for
Frequency Percent Valid Percent Cumulative
Percent
Valid Nokia 15 150 150 150
Sony Ericsson
24 240 240 390
Samsung 8 80 80 470
HTC 12 120 120 590
Blackberry 20 200 200 790
Apple 21 210 210 1000
Total 100 1000 1000
Interpretation This question was asked to know that if the mobile phone users think of going
for a new 3G handset then which are the mobile handset they want to go for The result shows
that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the
Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC
or Samsung This also shows that the users are very much aware of the quality of the handsets
provided by Sony Ericsson Apple and Blackberry The other companies need to rework their
strategy as to make consumers aware about their offering
Asia Pacific Institute of Management
25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
Asia Pacific Institute of Management
27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
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29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
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34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
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38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
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39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
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49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
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55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
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Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
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25
The budget of various mobile phones users for a new 3G mobile handset
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than Rs 20000 16 160 160 160
Rs 20000 - Rs 30000 12 120 120 280
Rs 30000 - Rs 40000 40 400 400 680
Rs 40000 - Rs 50000 24 240 240 920
More than Rs 50000 8 80 80 1000
Total 100 1000 1000
Interpretation From this question we can interpret that how much a mobile phone user is
ready to invest on purchasing a new handset The result shows that on maximum number of users
are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k
to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give
money for a premium quality product
Asia Pacific Institute of Management
26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
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27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
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29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
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31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
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33
Factor Matrix
Table C1
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34
Rotated Factor Matrix
Table C2
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35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
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37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
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38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
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39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
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40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
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41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
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49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
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55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
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26
The main driver behind the selection of a new 3G handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid Current handset is outdated 25 250 250 250
Poor battery life 35 350 350 600
Lack of storage memory 24 240 240 840
Just for a change 16 160 160 1000
Total 100 1000 1000
Interpretation This question was asked to explore the reason why mobile phone users are ready
to upgrade their handsets and the reason which I found was that nearly 35 of the users where
unhappy with the battery backup of their mobile handset and thus wanted to change it The other
reasons where that 25 users where thinking that their handset was outdated 24 think that
didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the
manufacturers should be making their handsets with a good battery backup and with large
storage memory
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27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
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29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
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34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
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39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
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49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
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55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
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60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
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27
Type of Screens which mobile users would like to prefer
Frequency Percent Valid Percent Cumulative
Percent
Valid Regular 40 400 400 400
Touch Screen 20 200 200 600
Doesnrsquot matter 40 400 400 1000
Total 100 1000 1000
Interpretation Many people prefer a Regular screen in their handset some prefer to have a
delicate touch screen and for some user it doesnrsquot matter much This question was asked to know
the preference of the users in term of the type of screen they want and the result shows that 40
want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of
their concern The reason for mobile phone users to prefer the regular screen over touch may be
the delicateness of the touch screen
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
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29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
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32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
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33
Factor Matrix
Table C1
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34
Rotated Factor Matrix
Table C2
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35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
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38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
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39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
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40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
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49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
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60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
28
How the mobile users came to about the existence of 3G mobile handsets
Frequency Percent Valid Percent Cumulative
Percent
Valid The Internet 29 290 290 290
Promotional Emails 27 270 270 560
Marketing Events 28 280 280 840
Sales Campaign 16 160 160 1000
Total 100 1000 1000
Interpretation The reason behind asking this question is to know about the most effective way
for creating awareness of the availability of 3G handsets And the analysis shows that the most
effective way of creating awareness is through the internet followed with the marketing events
that are organized by various handset manufacturers to promote their product and also the
promotional Emails sent by these companies to different users of the mobile phones
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
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33
Factor Matrix
Table C1
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34
Rotated Factor Matrix
Table C2
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35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
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38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
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39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
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49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
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54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
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60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
29
How much the attributes below affects the decision of choosing a particular
mobile Handset
Interpretation This question was asked to know how the various attributes of a mobile phone
affects the decision of the customer for choosing a particular mobile handset Just looking at
this graph we can say that the factors like Synchronization with Computer Battery Life (Talk
Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch
Screen and Overall Look pays a very important role Further factor analysis and reliability test
has been performed to confirm percentage by which these factors affects the decision of the
customer
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
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34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
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39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
30
Factor Analysis
Among the various factors
listed in the questionnaire such
as Signal Reception amp Voice
Clarity Storage Memory USB
Compatibility Synchronization
with Computer Browsers
(GPRSHSCSDEDGE)
Keypad Type (Regular
QWERTY) Camera
Resolution Battery Life(Talk
Time amp Standby) MP3 Player
Availability of Bluetooth
Screen Resolution Price
Overall Look I have tried to
take out some of the important
factors that affect a mobile
handset buyer and also the
amount by which these factors affect their decision
Table Above is showing the Initial and Extraction Communalities The Extraction
Communalities for a variable gives the total amount of variance in that variable In our case
Initial Extraction Rate the attributes that affect your decision for
choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization
with computer 082 0866 Rate the attributes that affect your decision for
choosing a particular handset - Browsers (GPRS
HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for
choosing a particular handset - Keypad Type
(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for
choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for
choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for
choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for
choosing a particular handset - Availability of
Bluetooth 0856 0734 Rate the attributes that affect your decision for
choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for
choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for
choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for
choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
31
979 of variance in Expenditure is explained by the extracted factors And 945 of variance
in Overall Cost Reduction is explained by the extracted factors
Table B is used to take out the number of factors and this is done by selecting the factors with
Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we
also conclude that the Six factors extracted explain nearly 69 of the variance
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
32
The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph
we can conclude that there are only Four Factors above the level at which Eigen value is 1
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
33
Factor Matrix
Table C1
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
34
Rotated Factor Matrix
Table C2
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
35
Table C1 and C2 helps in grouping the various factors under the four factors The grouping is
as follows
Factor 1 Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Occupation
Factor 2 Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Factor 3 Storage Memory
Price
Factor 4 MP3 Player
Gender
Factor 5 USB Compatibility
Browsers (GPRS HSCSD EDGE)
Factor 6 Signal Reception amp Voice Clarity
Keypad Type (Regular QWERTY)
In the factor analysis I found four factors Now it is premature to claim that the underlying
items of these factors make up the scale for measuring these factors So for this I will measure
the reliability of these scales
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
36
Reliability test of Factor 1
The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly
80 of the customers believes that the four attributes ie Synchronization with Computer
Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects
their decision of the mobile handset buyers
Item-Total Statistics
937 6114 631 748
834 6469 654 742
976 5962 713 710
1006 5936 513 819
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Sy nchronization
with computer
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Battery Lif e
Rate the attributes that
af f ect y our dec is ion f or
choosing a pert icular
handset - Camera
Resolution
Occupat ion
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
804 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
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60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
37
Reliability test of Factor 2
The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly
74 of the customers believe that the four attributes ie Availability of Bluetooth Screen
Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of
new handset
Item-Total Statistics
1155 4129 688 580
1161 4119 711 568
1177 5330 369 758
1163 4842 388 762
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Av ailability of
Bluetooth
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Touch Screen
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Screen
Resolution
Rate the attributes that
af f ect y our decis ion f or
choosing a pert icular
handset - Ov erall look
Scale Mean if
Item Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlat ion
Cronbachs
Alpha if Item
Deleted
Reliabili ty Statistics
736 4
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
38
Reliability test of Factor 3
The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly
78 of the customers believe that the two attributes ie Storage Memory and Price in
factor 3 affects their decision for making a shift to a new handset
Reliabili ty Statistics
781 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
39
Reliability test of Factor 4
Reliability test of Factor 5
Reliabili ty Statistics
480 2
Cronbachs
Alpha N of Items
Reliabili ty Statistics
308 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
40
Reliability test of Factor 6
As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70
therefore we can conclude that these factors do not affect much to the mobile phone buyers
Reliabili ty Statistics
294 2
Cronbachs
Alpha N of Items
Asia Pacific Institute of Management
41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
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57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
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- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
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60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
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BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
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41
Comparative Analysis of new launched 3G i-
phone with its major competitors in India
Parameters Apple
i-phone
Sony
XPERIA
Nokia
N96
Samsung
Innov8
Blackberry
Strom
HTC
Diamond
Synchronization
with Computer
Yes
Yes
Yes
Yes
Yes
Yes
Battery Life
Stand-by
Talk time
300 h
10 h
833 h
10 h
220 h
3h 40min
310 h
8h 30min
300 h
10 h
285 h
8h 30min
Camera
Resolution
2 MP
1600x1200
pixels
315 MP
2048x1536
pixels
autofocus
5 MP
2592x1944
pixels
autofocus
8 MP
3264x2448
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
315 MP
2048x1536
pixels
autofocus
Availability of
Bluetooth
Yes v20
headset support only
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
with A2DP
Yes v20
Yes v20
with A2DP
Screen Resolution
16M colors
320 x 480 pixels
65K colors
800 x 480 pixels
16M colors
240 x 320 pixels
16M colors
240 x 320 pixels
65K colors
360 x 480 pixels
65K colors
480 x 640 pixels
Touch Screen
Yes
Yes
No
No
Yes
Yes
Price
32000
41500
31000
42000
Storage Memory
816 GB
No Card slot
4 GB (ext
upto 16GB) microSD
Card slot
16 GB
microSD Card slot
816 GB
microSD Card slot
1 GB (ext
upto 16GB) microSD
Card slot
4 GB
No Card slot
Overall Look
Table D
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
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51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
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53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
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55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
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57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
42
Table D shows the features of different mobile handset on the basis of the attributes which the
customer feels are more important to them On analyzing these attributes of i-phone and its
major competitors in India I-phone provides a good battery life but itrsquos nearly half what
XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest
resolution in this category It also doesnrsquot have the facility of video recording autofocus etc
Coming to the 3rd
attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be
only be used to connect hands-free No data transfer can take place through Bluetooth It has a
good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC
Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its
pricing is not very high but the main problem is that you canrsquot changed your mobile service
provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The
overall look has fetched i-phone 35 points out of 5 which is very good
I-phone has many advantages but considering the perception of Indian customer this handset is
going to face very tough competition from well settled competitors like Nokia Sony Samsung
Blackberry and HTC in India
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
43
Conclusion
Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a
consumer base of over 120 million by 2008 making the telecommunication sector one of the
most lucrative markets for global mobile phone manufacturers amp cell phone providers The
mobile phone manufacturers need to be more specific about what features customer want in
their handsets The features such as
Synchronization with Computer
Battery Life (Talk Time amp Standby)
Camera Resolution
Availability of Bluetooth
Screen Resolution
Touch Screen
Overall Look
Storage Memory and
Price
According to the research customers consider the above mentioned features above the other
features of the phone and hence the manufactures should give more stress on making these
features better
In terms of choice it has never been so good for the consumer Last year saw several new
models being launched As per rough estimates Nokia launched 33 models Motorola launched
18 models and Sony Ericsson 17 models The remaining players launched close to 53 models
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
44
Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on
which the buying decision of Indian customer depends I can say that i-phone has to face a tough
competition to succeed in the Indian market especially due to the lack of some important
features like absence of video recording facility autofocus Bluetooth canrsquot be used for file
transfer absence of message forwarding facility etc and with its competitors coming up with
the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a
tough time for i-phone to survive in Indian market
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
45
Executive Summary
The report begins with the changing perception of mobile phone buyers Earlier mobile was
used mainly for voice communication but as the time progressed buyers started people started
using mobile phones for messaging purpose This time was known as the 1st generation of
mobile phone Time changed and the buyers where again looking for some more features in
their mobile phones and the manufactures too where busy in the their RampD to come out with
innovative features it was the beginning of 2nd
generation of mobile phone when mobile
phones with Camera and MP3 players were introduced And now we are in the 3rd
generation
of mobile phone were we can send Emails Pictures Video etc from one phone to other
This report mainly focuses on the 3rd
generation of mobile phone I have tried to analysis the
features which the customer gives more emphasis when heshe goes to buy the handset The
result what I got from this research was that customer nearly 80 of the customer look for the
features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera
Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look
was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to
have a Storage Memory and competitive Price There are other features also which is
considered by the customers but relative to the features mentioned above they are of less
importance
In the 2nd
half of the research I have tried to compare the feature of the most awaited phone in
the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
46
Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors
came into the market with the superior 3G phone to attract the customer After comparing the
features of these phones on the basis of the attributes that are consider more when a buyer
goes to buy a handset and also after going through different article about i-phone I came to
the conclusion that Apple iPhone is going to have really a tough time in Indian market as it
lacks the features which the Indian customer are very fond of
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
47
Bibliography
Magazines
Digit
Edition August 2008
PC Quest
Edition July 2008
Websites
wwwidcindiacom
wwwindia-cellularcom
wwwtraigovin
wwwwikipediaorg
wwwgsmarenacomhtc_touch_diamond-2368php
wwwgsmarenacomsony_ericsson_xperia_x1-2246php
wwwgsmarenacomapple_iphone_3g-2424php
wwwgsmarenacomsamsung_i8510_innov8-2471php
wwwgsmarenacomnokia_n96-2253php
wwwgsmarenacomblackberry_storm_9500-2534php
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
48
Questionnaire
Objective A research analysis to explore the perception of customer towards 3G mobile
handsets available in market
Dear Respondent
This questionnaire has been designed to study the factor that affects the customerrsquos
choice while selecting a 3G mobile handset
I will be highly thankful to you if you could spare your valuable time to respond to the
following questions Your views are valuable and the information disclosed will be kept
confidential and would be used only for the purpose of concerned study
Tick () your choice
1 Do you use a Mobile Phone
a) Yes ( ) b) No ( )
2 Which companyrsquos mobile handset do you use (You can choose more than one choice)
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
If any other please list the name__________________
3 For how long you have been using your mobile handset
a) Less than 1 year ( ) b) 1 ndash 2 years ( )
c) 2 ndash 3 years ( ) d) More than 3 years ( )
4 Rate the performance of your mobile handset
Very poor Poor Average Good Very Good
( ) ( ) ( ) ( ) ( )
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
49
5 Are you aware of availability of 3G mobile handsets in India
a) Yes ( ) b) No ( )
6 Do you have any plans of changing your mobile handset to a new 3G mobile handset
a) Yes ( ) b) No ( )
(If your answer is No Skip Question No 7)
7 Which of the following 3G handset would you like to go for
a) Nokia ( )
b) Sony Ericsson ( )
c) Samsung ( )
d) HTC ( )
e) Blackberry ( )
f) Motorola ( )
g) Apple ( )
If any other please list the name__________________
8 What can be your budget for a 3G mobile handset
a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )
c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )
e) More than Rs 50000 ( )
9 What will be one of the main drivers behind the selection of a 3G handset
a) Current Handset is outdated ( ) b) Poor Battery life ( )
c) Lack of Storage Memory ( ) d) Just For a Change ( )
If any other reason Please Mention ______________________________
10 How will you rate the attributes below that affect your decision for Choosing a particular
mobile Handset
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
50
(1 for least preferred 5 for most preferred)
a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )
11 Which type of Screen do you prefer
a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )
12 From where did you came to about the 3G mobile handsets
a) The internet ( ) b) Promotional Emails ( )
c) Marketing Events ( ) d) Sales Campaign ( )
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
51
PPeerrssoonnaall DDeettaaiillss
1 Name___________________________
2 Gender
a) Male ( ) b) Female
3 Occupation
a) Business ( ) b) Government Service ( )
c) Professional ( ) d) Student ( )
If any other Please Specify__________________________
4 Annual Income
a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )
c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )
5 Age
a) Less than 20 years ( ) b) 20 ndash 40 years ( )
c) 40 ndash 60 years ( ) d) More than 60 years ( )
6 Email Id _________________________________
TThhaannkk YYoouu
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
52
Important Data
Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1105 x 526 x 17 mm
Weight 145 g
DISPLAY Type TFT touchscreen 65K colors
Size 800 x 480 pixels 30 inches
- Full QWERTY keyboard
- Optical joystick navigation
RINGTONES Type Polyphonic MP3
Customization Composer download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot microSD (TransFlash)
- 400 MB internal memory
- 256MB RAM 512MB storage memory
- Qualcomm MSM7200 528MHz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Yes
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Push E-Mail IM
Browser WAP 20HTML (IE) RSS feeds
Games Yes + downloadable
Colors Solid Black Steel Silver
Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera
- Built-in GPS receiver
- A-GPS function
- Java MIDP 20 - FM radio with RDS
- MP3AACMPEG4 player
- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote
PDF viewer)
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
53
- TrackID music recognition
- Picture editorblogging - Organiser
- T9
- Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Po 1500 mAh (BST-41)
Stand-by Up to 833 h
Talk time Up to 10 h
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
54
Apple iPhone 3G
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1155 x 621 x 123 mm
Weight 133 g
DISPLAY Type Touchscreen 16M colors
Size 320 x 480 pixels 35 inches
- Multi-touch input method - Accelerometer sensor for auto-rotate
- Proximity sensor for auto turn-off
- Ambient light sensor
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records 100 received dialed and missed calls
Card slot No
- 816 GB shared memory
DATA GPRS Yes
HSCSD No
EDGE Yes
3G HSDPA
WLAN Wi-Fi 80211bg
Bluetooth Yes v20 headset support only
Infrared port No
USB Yes v20
FEATURES OS Mac OS X v10410
Messaging SMS Email
Browser HTML (Safari)
Games Downloadable
Colors Black(816 GB) White (16 GB)
Camera 2 MP 1600x1200 pixels
- Built-in GPS receiver
- A-GPS function - Google Maps
- iPod audiovideo player
- TV output
- Photo browsereditor - Voice memo
- Integrated handsfree
BATTERY Standard battery Li-Ion
Stand-by Up to 300 h
Talk time Up to 10 h
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
55
Samsung i8510 INNOV8
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 1065 x 539 x 172 mm
Weight 140 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
- Accelerometer sensor for auto-rotate
- Optical Mouse
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
- Stereo speakers
MEMORY Phonebook Practically unlimited entries and fields
Call records Practically unlimited
Card slot microSD (TransFlash) up to 8GB
- 816 GB internal memory
- 128 MB RAM
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg DLNA
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS v93 Series 60 rel 32
Messaging SMS MMS Email Push Email IM
Browser WAP 20xHTML HTML
Games FIFA 2008 Asphalt + downloadable order now
Colors Black
Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary
videocall camera
- Built-in GPS receiver - A-GPS function
- Camera geo-tagging auto-panorama shot face smile
and blink detection
- Business card scanner - DivXH263H264WMVMP4 player
- Video editing
- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack
- TV out functionality
- Java MIDP 20
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
56
- FM radio with RDS
- Organizer - Built-in handsfree
- Voice memodial
BATTERY Standard battery Li-Ion 1200 mAh
Stand-by Up to 310 h
Talk time Up to 8 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
57
Nokia N96
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 103 x 55 x 18 mm 92 cc
Weight 125 g
DISPLAY Type TFT 16M colors
Size 240 x 320 pixels 28 inches
RINGTONES Type Polyphonic (64 channels) Monophonic True Tones
MP3
Customization Download
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Detailed max 30 days
Card slot microSD (TransFlash) up to 8GB buy memory
- Accelerometer sensor for auto-rotate - 16 GB internal memory
- 128MB RAM 256MB storage memory
- Dual ARM 9 264 MHz CPU
DATA GPRS Class 32 107 642 kbps
HSCSD Yes
EDGE Class 32 296 kbps DTM Class 11 177 kbps
3G HSDPA 36 Mbps
WLAN Wi-Fi 80211 bg UPnP technology
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes v20 microUSB
FEATURES OS Symbian OS 93 S60 rel 32
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML RSS reader
Games Downloadable order now
Colors Black
Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall
camera
- Built-in GPS receiver
- A-GPS function - DVB-H TV broadcast receiver
- Dual slide design
- Java MIDP 20 - MP3AACAAC+eAAC+WMA player
- 35 mm audio output jack
- TV out
- Stereo FM Radio with RDS - Organizer
- Office document viewer
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
58
- T9
- Push to talk - Voice dialmemo
- Built-in handsfree
BATTERY Standard battery Li-Ion 950 mAh (BL-5F)
Stand-by Up to 220 h
Talk time Up to 3 h 40 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
59
BlackBerry Storm 9500
GENERAL 2G Network GSM 850 900 1800 1900
3G Network HSDPA 850 1900 2100
SIZE Dimensions 1125 x 622 x 139 mm
Weight
DISPLAY Type TFT touchscreen 65K colors
Size 360 x 480 pixels 33 inches
RINGTONES Type Polyphonic MP3
Customization Download
Vibration Yes
MEMORY Phonebook Yes Photocall
Call records Yes
Card slot microSD (TransFlash) microSDHC up to 8 GB
- 192 MB RAM
- 1 GB storage memory - 624 MHz CPU
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA
WLAN Wi-Fi 80211 abg
Bluetooth Yes v20
Infrared port No
USB Yes v20
FEATURES OS BlackBerry OS
Messaging SMS MMS Email Instant Messaging
Browser HTML
Games Yes + downloadable
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video flash
- Built-in GPS
- A-GPS function - BlackBerry maps
- DataViz document viewereditor
- Java
- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp
- Organizer
- Calculator - Voice dial
- Built-in handsfree
- Voice memo
BATTERY Standard battery Li-Ion 1400 mAh
Stand-by
Talk time
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
60
HTC Diamond 100 platforms
GENERAL 2G Network GSM 900 1800 1900
3G Network HSDPA 2100 900
SIZE Dimensions 102 x 51 x 115 mm
Weight 110 g
DISPLAY Type TFT touchscreen 65K colors
Size 480 x 640 pixels 28 inches
- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate
- Touch-sensitive navigation controls
- Handwriting recognition
RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA
Customization Download order now
Vibration Yes
MEMORY Phonebook Practically unlimited entries and fields Photocall
Call records Practically unlimited
Card slot No
- 4 GB user available memory
- 192 MB DDR SDRAM 256 MB ROM
- Qualcomm MSM7201A 528 Mhz processor
DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps
HSCSD No
EDGE Class 10 2368 kbps
3G HSDPA 72 Mbps
WLAN Wi-Fi 80211 bg
Bluetooth Yes v20 with A2DP
Infrared port No
USB Yes miniUSB
FEATURES OS Microsoft Windows Mobile 61 Professional
Messaging SMS MMS Email Instant Messaging
Browser WAP 20xHTML HTML
Games Yes order now
Colors Black
Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera
- Built-in GPS with A-GPS
- Stereo FM radio with RDS
- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)
- Java MIDP 20
- Voice memo - MP3 player
- Motion-based games
- Built-in handsfree
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min
Asia Pacific Institute of Management
61
BATTERY Standard battery Li-Ion 900 mAh
Stand-by Up to 285 h
Talk time Up to 5 h 30 min