Leadership In Mobile Phone Industry

By:-Jay ShethShreenivas YadkikarListon Joseph MaprayilHarsh MirpuriSandesh Chavan

Agenda

Android OS

Pure Android phones

OS adaptation by: Sony Corporation

Micromax

Samsung

Apple iOS iPhones

Jobs’ Leadership

Android

A Linux-based operating system

Designed primarily for touch screen mobile devices

Acquired by Google on August 17, 2005

Unveiled in 2007 along with founding of Open Handset Alliance

First Android-powered phone sold in October 2008

Is open source and code is released under the Apache License

Can be freely modified and distributed

Low-cost, customizable, light-weight operating system

Additional applications on televisions, game consoles, digital cameras and other electronics

Each updated version is named in alphabetical order after a dessert or sugary treat

Share in global smart phone market – 64%

11868 different models, scores of screen sizes and 8 OS versions simultaneously in use

World’s most widely used smart phone platform

Approximately 700000 apps available for Android

48 billion apps installed from Google Play store

Used by 71% of mobile developer population

1 billion Android devices activated

Flagship Phones & Nexus Devices

Google launched flagship phones under the Nexus series having pure Android OS

The pure Android phone concept was very well received and was adapted by Samsung and HTC

SONY Corporation

Major player in electronics, entertainment industry Founders: Akio Morita and Masura Ibuka Founded in 1946 Ranked 87th in fortune 500 list CEO: Kazuo Hirai

Leadership at SONY

Changing name Tokyo Tsushin Kogyo (Totsuko) SONY

Choice of Logo Employee hiring

Leadership of SONY

Products Walkman TR 55 (Japan's first transistor radio) TR 63 (world's smallest transistor radio) World's first direct-view portable TV World's first organic light emitting diode (OLED) TV

Face of Made in Japan products in US market

Changes in strategy

Media Business Electronics SONY Bank, SONY life insurance Television business XPERIA

Executive Summary

Micromax entered into handset market in 2008 and within 3 years it became the third largest handset manufacturer in India In this period, it has focused mainly on rural market and has become a leader in the same Now it started to expand its presence within India and on international level Micromax has presence in more than 560 districts through 125,000 retail outlets in India

INNOVATIONS

30 day battery standby phone-X1i

GC700 was a dual sim device which enabled GSM & CDMA in one device with just a flip of the device

Universal Remote Control Phone-X235

A85was the first Gesture recognition phone in India, the phone functioned with gestures and needed no touch

Q3 was the first qwerty keypad chat device under 100$

X360 was the first MTV phone with Yamaha chipset for better sound quality

Canvas A250 Turbo was the first phone with Object Eraser app for the camera

Pricing Strategy:

It’s at the core of Micromax to serve the customers by providing them with lower cost, value for money productsThus Micromax adopted penetration pricingSo with a lower price they are providing with almost same functionality which in turn helped them in gaining a better share in the mobile market as consumer also wants lower price phones with higher functionalities

SWOT Analysis

Strengths:

Innovative products and features- Marathon battery mobile phones with a 30-day battery life, phone which is programmable as a universal remote control, gravity phones are some of the features which have increased the popularity of the product.

Low cost of production– With its plants located in China, Micromax bears a low cost in production due to availability of labor at cheaper rates.

Effective promotion campaigns- Micromax has been promoting its products through famous celebrities and has also had tie ups with MTV.

SWOT Analysis(contd.)

Weaknesses:

Weak brand image in urban areas- Micromax has still not been able to establish itself well in the urban market as its main concentration had been on the rural population.

Perception of low-quality Chinese brand- Micromax has a manufacturing unit set up in china which has strengthened this perception among people.

SWOT Analysis(contd.)

Opportunities:

Increase penetration in urban market- Since Micromax has started entering this market; it has a very huge opportunity to establish itself in this market.

Entry into international markets- Micromax has the potential to make its presence felt on global scale eventually as it establishes itself in the domestic market.

SWOT Analysis(contd.)

Threats:

Increasing competition from local and international players- With well established players like Nokia, Samsung, etc Micromax faces a tough competition from these players.

Replication of business model by competitors- Micromax’s business model has been replicated by many new players which again pose a threat to Micromax.

Leadership by

About Samsung

Founded in 1938 Founder – Lee Byung-chul Headquarters – Samsung Town, Seoul, South Korea Chairman – Lee Kun-hee CEO – Dr. Oh-Hyun Kwon Revenue – US$ 268.8 billion (FY 2012)

Leadership history

2005

Ranked 27th in ‘the World’s Most Admired Company’ of Fortune

Released the world’s first 7 mega pixel camera phone

Developed the first-ever speech recognition phone

2006

Unveiled 10M pixel camera phone

2008

Took No. 1 spot in US cellphone market

2009

Built the world’s largest mobile phone as recorded in the Guinness Book of World Records

Leadership history

2010

Brand value was ranked No. 19 in the world by Interbrand’s 2010 Best Global Brands

Became the #1 global electronics company by sales

Launched the Galaxy smartphone series with the Android OS

2012

Took 9th place among global top 100 brands with a brand value of USD 32.9 billion

2013

Launched Galaxy S4 in the global markets

Innovations

Galaxy Note

Smartphone-tablet hybrid with a giant screen

Ability to run two apps at once in a split screen or separate window

Stylus

Voice assistant Google Now

Galaxy S4

Touch-less tech

S Health

Galaxy Gear

Galaxy Round

The Beginnings of Apple Born on April 1st, 1976

Formerly Apple Computer, Inc., is a multinational corporation that creates consumer electronics, computer software, and commercial servers.

Apple's core product lines are the iPad , iPhone, iPod music player, and Macintosh computer line-up.

After spending time in India in 1974, Jobs returned to America

He visited with Wozniak the homebrew computer club, but was not content with just the creation of electronics.

Jobs convinced Wozniak to help him create a personal computer, the Apple I

Jobs, with marketing help from a friend, had the vision of creating a computer company that would make and sell pc’s.

Product line-up

Computers Cellular phones MP3 players Software Online Music Vendor Distributes third party computer

Accessories “Apple TV” an online television

adapter

Apple's innovations

Apple II Macintosh iTunes iPod Apple Store iPhone App Store iPad Siri

IPhone

First full touch screen phone without physical keyboard

IOS - Consumer friendly User Interface Upward line of technology Touch ID - biometric fingerprint scanner Siri - voice-guided digital assistant App Store iTunes

App Store (iOS)

Digital distribution platform for mobile applications Application based Ecosystem for Mobile computing More than 1.1 million applications available for iOS More than 65 billion application downloaded till date Generated revenue of 10 billion dollars in year 2013 Operate on Revenue sharing model with 70% of revenue

goes App developer while apple takes 30% of revenue generated

Developers have earned 14 billion dollars in total till now

Components of Job's leadership

Focus Passion Risk taker Innovation Involvement Effective Communication

The leadership style of Steve JobsTransformational leadership

Like a transformational leader, he focuses on " transforming " others to help each other to be encouraging and harmonious, and to look out for the organizations a whole .

His leadership creates valuable and positive change in the followers In his leadership he enhances the motivation performance of his

followers group , some people also categorize him as a charismatic leader

’Innovation distinguishes between the leader and the follower’ This quotation is the key to the leadership style of Steve Jobs; he has

made innovations accessible to the customers so that they keep opening their wallets.

References

www.sony.net Annual report 2012-SONY Corp http://robins.richmond.edu/documents/cases/Sony.pdf Made in Japan: Akio Morita and SONY by Akio Morita

Thank you