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MOBILE PHONE INDUSTRY

Submitted To: Submitted By:Dr. Meenakshi Negi Angad Deep Singh Roll No. 2947 B.A I

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Acknowledgement

I owe a great many thanks to a great many people who

helped and supported me during the project. My deepest

thanks to Asst. Profeesor, Dr. Meenakshi Negi the Guide of

the project for guiding and correcting various documents

of mine with attention and care. She has taken pain to go

through the project and make necessary correction as

and when needed. I express my thanks and appreciation to

the helpful people who cooperate with me and for their

support. I would also thank my Institution and my faculty

members without whom this project would have been a

distant reality. I also extend my heartfelt thanks to my

family and well wishers.

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Declaration

I hereby declare that the project work entitled “Mobile Phone

Industry” submitted to the Panjab University, Chandigarh, is a record

of an original work done by me under the guidance of Dr. Meenakshi

Negi, Faculty Member, G.G.D.S.D College, Chandigarh and this project work

has not performed the basis for the award of any Degree or diploma/

associate ship /fellowship and similar project if any.

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IndexChapter 1- Introduction

1.1- International Mixer Industry

1.2- Companies In India

1.3- Industry In Ambala

1.4- Advertising Budget

1.5- Methods to decide Advertising Budget

1.6- Research Objective

Chapter 2- Research Methodology

2.1- Scope Of Study

2.2- Sample Size

2.3- Project Data

2.4- Data Collection Tool

2.5- Data Analysis Tool

Chapter 3- Data Analysis

3.1- Company Retail Outlets

3.2- Networking And Word of Mouth Reliability

3.3- Substitute Of The Product

3.4- Effect Of Advertising On Business

3.5- Hired Any Advertising Agency

3.6- Type Of Advertisement You Prefer

3.7- Position Your Company After Advertisement

3.8- Advertise Only To Give Emphasis On Price

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3.9- Advertising Facility Are At The Level Of Satisfaction

Chapter 4- Findings

Chapter 5- Suggestions

Chapter 6- Promotion - Advertising: Introduction

Chapter 7- Advertising - Setting The Advertising Budget

Chapter 8- Marketing Planning - Setting Marketing Objectives

Chapter 9- Advertising- Media

Chapter 10- Conclusion

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Introduction

The following report details cell phone industry analysis, which deals with cell phone

manufacturers as well as cell phone services. This analysis includes the dominant economic

characteristics, Six Forces of Competition (Porter’s Five Forces of Competition), driving forces

of the cell phone industry, strategic mapping of company strengths, the ease entry and exit into

the cell phone industry, and the overall industry outlook.

Dominant Economic Indicators

1. Market Size:

The cell phone industry is one of the fastest growths besides the Internet. Cell phones

have gone through a huge change and its market has expanded globally. Since 1994, the cell

phone industry has increased from 24 million to about 182 million in wireless phone and related

devices operating in the United States with some 162-million mobile-phone users in the United

States alone.

The cell phone market is increasing very fast with today’s ever-emerging technology and

innovation in improving cell phones. Today, society is living with advance technology and

everyone wants to keep pace with the new technologies. Cell phone industry is growing larger

because it has become a necessity. Parents are getting mobile phones for their teens because

they want to communicate in case of an emergency and the wireless carriers have made it easy to

add users to their existing plans. And carriers are becoming successful in getting parents to

expand their plans to include their teens. This increases buyers and increases market size

worldwide.

2. Scope of Competitive Rivalry:

The cell phone industry has become increasingly larger within the last three years as a result

of more affordable cellular phones as well as lower service costs. Companies are competing in

an advance technology and communication sector in which success attracts customers to buy

their products and services. The market is very competitive because they offer the same products

and services, but has different physical attributes to the phones and different costs, which buyers

have choices to choose from. Companies want to provide the best products and services to attract

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buyers by lowering cost and improving products, which makes the cell phone industry very

competitive.

Here are the main factors of competitive rivalry:

Cell phone cost: Customers wants better services and products at a lower cost.

Bundle functions into just one cell phone: For example E-mail, text messaging, internet

New technology improvement: For example camera phones

Better landline services

3. Stage in Life Cycle:

The cell phone industry is in the Mature Life Cycle Stage, where nearly all-potential

customers are already users of the industry’s product. The cell phone industry’s growth and

profitability depends entirely on its ability to attract new customers. By increasing and

improving the cell phones and services, it will attract more potential buyers, because technology

alone will not attract buyers, instead companies want value-added services for mobile-phone

securities.

Cell Phone companies attract buyers in two ways during the Mature Life Cycle State:

Service: Making cell phone more affordable will attract buyers to buy more cell phones

and increase competition between companies to lower service fee.

Innovative Phone Style: The new designs and improvement in the physical appearance

of the cell phones, and more add-on features attracts customers to buy it at a higher rate.

4. Numbers of Companies in the Industry:

There are over 50 companies with only six top companies in the cell phone industry that

controls 80 percent of the market. Even though there are emerging new companies into the

market, they are relatively small. The six top companies are rank as follow as the largest to the

smallest cell phone company:

1. Verizon Wireless

2. Cingular Wireless

3. AT&T Wireless

4. Sprint Wireless

5. Nextel Wireless

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6. T-Mobile Wireless

Verizon is the number one largest company having 38.9 million U.S. customers. Some

companies have suffered low profitability for merging with another company, which resulted in

only four of the six companies that controls 80 percent of the market. The following companies

merged resulting in only four companies; Sprint merged with Nextel, and Cingular bought

AT&T.

Below are financial highlights showing how well the four cell phone service companies that

are occupying the market are faring.

Financial Highlights Sprint Verizon Cingular T-Mobile

Revenue (2005) 34680.00 M 27662.00 M 19436.00 M 9366.00 M

Revenue Growth (1 yr) 26.40% 23.00% 25.50% 12.10%

Employees (2005) 79,900 49,800 70,300 22,616

Employee growth (1 yr) 33.40% 13.40% 78.40% 5.10%

5. Customers:

Cell phones are attractive targets that are small, expensive, and useful. Today there are

approximately 162 million mobile-phone users in United States alone. With the list of features

and data applications available on mobile phones, which is continuing to grow and emerge; cell

phones are not only a luxury but also necessity. Cell phone users use cell phones for more than

just talking; the mobile services consumer wireless usage study found that 56 percent of

customers used their cell phones as cameras, clocks, calendars, music players, and other non-talk

functions. Also, most cell phone owners are between the ages of 18 to 34. However,

consumers’ dependency on cell phones can pose a threat that force users to be victims of paying

too much for cellular phone services.

There are numerous complaints about low quality service in the industry due to the

competition between companies. By lowering costs for the services, the company will lose

profits and reduce their shares. Customers today, typically complain about the high cost for the

services of having to stay on a contract for a long time and paying an early cancellation fee.

Also, with low service line, customers rather pay higher price for better services such as

receptions.

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Cell phone companies know that consumers dislike mobile-phone services. In fact, mobile

phone services were the second lowest-ranked industry. Mobile companies were also the

number two sector in complaints in 2005. Many companies claim that consumers love their cell

phones and that they’re very happy with the services, which is a half truth. Consumers complain

frequently about dropped calls, lousy customer service and exorbitant penalties from exiting a

contract.

A new option in cell phone usage has come into being, which lets subscribers keep their old

numbers when switching carriers. About 47 percent of all cell phone customers would switch or

consider switching cell phone service carriers just to get a lower rate and better service so they

do not have to pay an average fee of $170 to cancel their service contract.

With a poll during 2005, here are some key findings about consumers’ response to cell phone

services and early termination fees:

The fees for switching to a new cell phone company that provides lower rates and better

services discouraged 36 percent of cell phone customers from switching.

89 percent agrees that early termination fee is a penalty to discourage switching cell

phone companies.

Cell phone early termination fees costs consumers more than $4.6 billion from 2002 to

2004

47 percent of consumers would consider switching if early termination fees were

eliminated

Here are the primary conclusions regarding cell phones:

Cell phone companies’ early termination fees creates captive customers

The fees inhibit competition in the cell phone industry

Customers are well aware of the early termination fees as penalties rather than rates.

6. Technology/Innovation:

Technology and innovation are advanced every year making the industry even more competitive.

Cell phone companies that design and make evolutionary upgrades are emerging into the market

to be more competitive.

Here are some new technology and innovations on cell phones:

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Unlicensed Mobile Access (UMA) will help those who have high-speed Wi-Fi routers

overcome poor reception coverage in their houses or apartments. This is also a way for

mobile carriers to expand without spending a lot of money on new infrastructure. It

enables lots of users who use handsets to wirelessly download content at broadband

speeds while traveling.

Cell phone tour guides: Provides buyers with guides of places they want to see. For

example. Weaver’s and Stiller’s voices are used as narrators in Talking Street that shows

a series of cell-phone tours from Manhattan to the World Trade Center. The technology

is meant to be more vivid and more exciting than books or live tours. Some in the

industry believe that this new technology saves time and money. Also, not all mobile-

phone tour services charge a fee for using the service.

Motorola iTunes phone is basically a hundred-song iPod shuffle built into it. This is

killing the iPod mini because it is a value-added upgrade in which you get both the cell

phone and songs together.

Near Field Communication (NFC) technology lets wireless devices connect to other

devices nearby and transfer data, which ranges from payment information to digital

pictures. Building cell phones with embedded NFC chips could double when used as

debit cards or electronic IDs. For example, in Japan and Korea, users can charge their

phones with virtual cash; by waving their cell phones near an NFC-enabled machine to

buy anything from a soda to lunch. This means NFC devices from different

manufacturers must be interoperable and integrated to work with the credit card

infrastructure and also, it requires working with Visa to encourage support of the new

technology.

A new launch for SkypeIn and Skype Voicemail are built by the same company, which

makes the Skype software, and it allows internet users call one another for free anywhere

in the world. With SkypeIn built into the latest version of software, it allows users to get

regular phone numbers and can receive calls from landline or mobile phones without

having to pay roaming charges. Users can purchase up to three numbers in their home

country. Skype Voicemail allows users receive voicemail message for up to ten minutes

from any user or traditional phone. These two technologies enhance the basic free Skype

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and gives friends, family, and colleagues not connected to the internet an inexpensive and

convenient way to contact each other in their global base.

VOIP on mobile phones will help cut cell-phone bills most of all for international users

based on the assumption that if consumers are already paying for a data plan, will route

international calls over their phone’s data connection using VOIP and can save

considerable money. Mino Wireless offers VOIP calls at 2.2 cents a minute to 40

countries and is the first to introduce VOIP on mobile phones in the U.S. market. It

mainly targets travelers, immigrants, and students from overseas. Using Mino,

consumers should have services from Cingular, Nextel or T-Mobile, a data plan, and an

up-to-date phone that can run Java. The company claims to have 20,000 users since they

are launching their service in January. There is a lot of competition in VOIP as well

because cell phones carriers are interested in VOIP. VOIP can be implemented but the

common concern about implementing VOIP is voice quality and the ability to provide

value-added services such as voice mail.

7. Product Characteristics:

In the cell phone industry, the products and services are highly standardized. In the past, the

products differentiated in cell phones and services. Today, with more technology enhancement,

the products in different companies are essentially similar. Since this is a cell phone industry,

there is a maximum amount of products and services that consumers can choose from. Yet,

consumers do not want to purchase cell phones at a higher price value unless the companies are

able to make it attractive.

Camera cell phones:

The key factor consumers consider when choosing a device is their context. Phones with the

ability to take images, both still and video have captured about 40% of the wireless phone

market. But despite the product’s popularity, customer users want higher resolution, the ability

to use storage media, and many other state of the art features found in modern digital camera.

With consumers’ desire for high resolution digital camera, the market for camera and camcorder

phones will peak in 2007.

Nowadays camera phones are the rage in markets all around the globe because consumers are

attracted to the convenience of having an imaging device with them at all times. The business

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model is focused on users displaying and sending images wirelessly. As advanced 3G networks

are implemented in the coming years, the advance higher resolution camera phones will likewise

become very popular. There are three critical pieces to this type of phone:

1. The device (phone)

2. The application (picture taking)

3. The network (3G)

The introduction of 3G network will accelerate the adoption of the camera phones. Why?

Because the timing is right for digital imaging to become part of the cell phone industry,

especially in new cell phones and new networks. Camera phones would not work with older

phones and networks, because there are small monochrome displays and little storage, and the

speed to transmit a digital photo would take a long time. Just as important is improvement to

camera phones, new advanced third generation wireless network (3G) will enable the cost

effective transmission of these higher-resolution images. Purpose of migrating to 3G is to enable

users to spend more time using their multimedia phones every day by enjoying the world and

keeping in touch with their friends and families.

Here are characteristics of the 3G network on cell phones:

The 3G networks are able to transmit at 380 K bps.

There is also improvements on the image to 330,000 pixels

Internal storage grew so consumers could store a dozen photos on their phone

This means better pictures, better experience, and consumers bought them – by tens of millions

of cell phones around the world.

Consumers do not have to pay extra for the camera features; they will get the camera as part

of the phone. Although camera phones are great to take pictures, consumers use them as

wallpaper and screensavers instead of printing. This is how consumers change the way they

interact with digital technology. Today, camera phones are so popular that every cell phone

company or provider offers them. Features on all cell phones are similar. If consumers were to

just buy cell phones for their features, consumers can find a similar phone in other companies as

well. This makes the industry very competitive which drives companies to lower product cost

and service cost in order to bring large volumes of consumers.

Although camera phones are very popular, one factor that makes consumers dissatisfied is

the picture quality, which is limited when these images are printed or sent:

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Vast majority of users use high-resolution camera in addition to their camera phones.

3% of consumers use their phone as their only digital camera

Most consumers take fewer than 10 pictures with their camera phone each month

Fewer than 2% of consumers say they will consider a camera phone with less than one

mega pixel

50% of consumers say they would only consider a handset with more than two mega

pixels of resolution.

Downloadable Application:

Cell phones are programmed allowing users to download applications onto their cell phones.

Such common downloads are of games such as JAMDAT Bowling. Most applications are large,

between 40 KB to 550KB, and with applications ever growing-in-size and very-more-appealing,

better multimedia and larger memory in the phones, and better network capabilities for economic

high-speed data access.

Video (Streaming):

Video Streaming is when videos are sent over a wireless network to a cell phone. The Video

streaming with 3G helps in ways that is usable and cost effective by the consumer, and

economical viable for the wireless operator.

Internet Access via PC Card:

Wireless PC Cards in smaller form will be produced for handhelds. IT wants access through

the internet at the fastest data rates possible, and at the lowest costs. Operator wireless also

wants to keep consumers happy with internet access which will maximize revenues and reduce

their costs.

Here are some new cell phone models currently in market today:

Motorola RAZR:

Motorola Razr is the latest fashion cell phone of 2006. It is a flip clamshell design, quad

band cellular plus standard features in most GSM cell phones.

LG the V:

The new product is a smart clamshell design with small but useable QWERTY keyboard,

high resolution camera, MP3 player, and a mini SD (songs).

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8. Scale Economies:

There are two types of economies of scale pertaining to the cell phone industry. They are the

internal and external economies.

i. Internal

Internal economies of scale are economies made within a company as a result of mass

production. So as a company produces more and more products and services to consumers,

the average cost begins to fall so the companies should focus on the following six factors:

A technical economy: when the companies use its entire means to generate revenues

and increase profitability. This includes spending a large amount of money on capital

to start the company.

Managerial economies: when the company splits up managerial duties to meet

specific company goals and values. This in turns helps to complete specific tasks and

improve the company to better service consumers.

Financial economies: cell phone companies borrow lots of money to purchase capital

in order to create products for consumers.

Marketing economies: where cell phone companies spends a lot of money to advertise

their products and services on television and in newspapers everyday to reach

consumers across nations. Companies resorts to marketing in hope of attracting more

consumers to try their products and to generate higher profits and revenue.

Commercial economies: cell phone companies order their products and supplies in

bulk at a lower rate rather than buying them separately.

Research and development economies: the cell phone companies are continuously

developing new and advance technology cell phone to be in pace with the competitive

market.

ii. External

The external economies are made outside of the company as a result of its location. Most

cell phone companies have a corporate headquarter that concentrates on the following to

keep track of the company’s progress.

Cell phone companies have licensed franchises that operate to sell products and

services to consumers. They have a network that connects them to manufacturers,

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service carriers, and main corporate officer that is the backbone of the stores and

products it sells.

The cell phone companies works closely with service carriers to provide phone

service such as clear phone calls, not lost calls, and good receptions.

The companies work and communicate directly with manufacturers reputable for the

new phones enhancement, upgrades, and features.

9. Learning & Experience Effects:

The major complaint found in the cell phone industry was cost and services. So to improve

their service, the company has increased the training for customer service employees to 10 days a

year, and introduced a new plan to address common complaints; also tied executive

compensation to customer satisfaction.

There are more options that buyers can choose from, whether it be the actual phone itself or

the service plan. Companies are now giving customers a series of contract terms and costs as

well as giving them a sample of how their first bill will look like so they understand the contract

before signing it.

Service carrier is a very important factor to maintaining consumer satisfaction and to keep

consumers. With that, companies are all pushing new data services for business customers to

increase new revenue sources.

10. Capital Requirements:

The cell phone companies require large capital to enter and remain in the market

successfully. Companies require capital to create products that attracts consumers and for total

assets and revenues to enlist other products and services that are featured with cell phones. Cell

phone companies work with manufacturers to create new technological and innovative cell

phones in the market today to attract consumers. A valuable capital in the cell phone industry is

the consumers because revenue and profits depends on them who buy the companies’ cell

phones.

New products are introduced continually, technology evolves on a daily basis, and customers

are eager to become part of the future of a wireless society. This makes the market very

competitive and large companies that have big economies of scale provide a highly automated

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service to a large number of customers, and have the financial resources required in building and

maintaining a large network of communications devices. Smaller companies can also compete,

but only in small markets or by provide specialty services.

Total capital requirement to start a business in selling cell phones requires a capital

investment between $50,000 to $90,000, and liquid capital requirement of$40,000 to $50,000. In

addition, companies spend millions of dollars on developing brand name recognition, and

promoting and marketing their products. Companies also want to spread their companies out

through franchises, because more offices mean more visibility in drawing consumers in to

buying their products and services.

11. Industry Profitability:

The cell phone industry will remain a competitive market and will increase continuously with

a total of 1,200 wireless companies with total annual revenue of $100 billion. The profitability

of individual companies is driven mainly by their ability to develop new products, providing

better service, making their products affordable for consumers. Profitability of companies is

achieved also by taking advantage of marketing their products, have access to capital, and by

inquiring the expertise to improve the cell phones.

The profitability of the cell phone industry is dependent on the volume of consumer they can

attract. The profitability of companies has increased drastically since 2002 and will continue to

increase as new cell phones are improved. Since 2004, the financial markets of cell phone

companies seem to increase fast because of the new technologies and services that companies are

offering consumers, and at the same time they compete for customers. Although there are

complaints and dissatisfaction from consumers, cell phone and the service along with it has

become a necessity which companies use as an advantage by charging consumers higher price.

As in any industry, there are declining and inclining profits. The cell phone has experienced

a slight decline; worldwide shipments of cell phones rose 26 percent in the first quarter of 2006

compared with the same period last year. Currently today, the global market continues to thrive

on consumers replacing older phones with new purchases, a total of 226.7 million mobile

phones. For individual company profitability, Nokia is listed at the top, retaining a third of the

global market share and enjoying a 39.6 percent growth. Motorola also had a high increase of

60.6 gains and is controlling 20.3 percent of the market. Samsung has shipped over 29 million

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phones and is in third place with a decrease in sale to only 18.4 percent growth. LG came fourth

for market share with 6.9 percent and experienced an operating loss for the quarter due to

marketing expenses and fewer sales.

The cell phone industry looks strong and competitive between the companies and service

they provide. Even more as new options are in place, such as, allowing consumers to keep their

numbers while switching carriers.

Six Forces of Competition

When compared to the general environment, the industry environment often has a direct

effect on the firm’s strategic actions. Our textbook discusses Porter’s five forces of competition

in most industries. However, in analyzing the Cell Phone Industry, not only do we cover the

five forces model which includes (1) the threat of new entry, (2) the power of suppliers, (3) the

power of buyers, (4) product/service substitutes, and (5) the intensity of rivalry among

competitors, we are adding the sixth force of another stakeholder group – the Unions.

1. Threat of New Entrants

The cell phone industry is highly concentrated. Following the recent Sprint/Nextel merger,

only four firms actually control 80% of the current market.

Since start-up costs for a cell phone service provider are extremely high, the threat of new

entrants is low. A great sum of money must be invested to attain the economies of scale, and it is

difficult to enter the market with existing firms already operating on cost and differentiation

strategies.

2. Bargaining Power of Suppliers

Cell phone operators provide such high volume orders that suppliers have been cautious not

to temper with the relationship and ended up being in a low bargaining position. Already

dragging with the specter of gadget gridlock, carriers continuously seek for ever more features in

the handsets and threaten to increase the pressure on suppliers with the “reverse e-auction.”

T-Mobile is the first carrier, who has staged an online bidding war, asking six vendors to bid

against each other online for a contract to build cell phones for one handset segment. Christian

Dupont, director of Texas Instruments Inc. refers reverse e-auctions as “devastating for

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technology companies.” He comments that this trend hinders operators and handset vendors to

build trust and keep companies that thrive on innovation from “bringing value” to the industry.

3. Bargaining Power of Buyers

In August 2005, the Florida PIRG Education Fund Report revealed how cell phone early

termination fees hurt customers. Their research showed that half of cell phone users would

switch carriers if they did not have to pay contract termination penalties. Feeling locked in a

cell, most consumers resent the $150 - $240 penalties per phone, should they consider changing

to another carrier for lower rate or better service.

The report also indicated that $4.6 billion have been paid in the last 3 years due to

penalties – that’s $2.5 billion in actual penalties and $2.1 billion in lost services from consumers

who either cannot afford the penalty or didn’t think it’s worth paying. This clearly suggests that

buyers/consumers have little bargaining power in this end.

4. Threat of Substitute Products/Services

A lot of active research and development into mobile phone technology has been underway:

Operators are upgrading their networks to advanced wireless and other third-generation

(3G) services, many new entertainment and communications services are becoming

available, including new broadcast-type operations on spectrum formerly occupied by

Television channels 52-69. With downlink speeds close to that of wireline DSL, mobile

service can now provide music download and streaming video sharing. Services such as

MobiTV or Juice Caster are some applications that leverage these new networks.

Development in miniaturized hard disks and flash drives to solve the storage space issue

are already surfacing, therefore opening the possibility for phones to become portable

music libraries and players similar to an iPod.

Some cell phones already have GPS positioning. In the future, this may be coupled with

accelerometer positioning, to cover underground or indoor positioning. This would lead

to maps and help finding group members nearby, or identifying strangers. When coupled

with camera phone, the GPS technology may also allow users to take a picture or snap

the exact location and angle at which the picture was taken.

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5. Intensity of Rivalry among Competitors

The landscape of mobile wireless industry has changed much in recent years. Last year

perhaps is better described as the mating season for U.S. phone companies:

Sprint and Nextel Communications Inc. together created a leading carrier augmented by a

global IP network that offers consumer, business, and government customers’ broadband

wireless and integrated communications services.

The two companies combined as Sprint Nextel has a combined equity value of about $70

million and serve over 35 million wireless customers on their networks and 5 millions additional

customers through affiliates and partnership. The merger covers directly nearly 262 million

customers, more of U.S. population than any other carrier.

A little earlier, AT&T Inc., formed by SBC Communications’ purchase of AT&T Corp.

created the then largest wireless phone company. Cingular Wireless won that distinction in 2005

after its takeover of AT&T Wireless for $41 billion.

Mergers lead to concentrated pricing power in the hands of fewer companies. When one

phone company owns another phone company, the total savings to the company through the

“synergies” are substantial, but the potential for competition is undermined.

6. Unions

On April 24, 2006, Walt Disney Co. announced that it has reached a deal with the Hollywood

unions that will put the “mobisode” spin-off of the ABC hit series “Lost Video Diaries” back on

track. The series will air as mini-episodes on mobile phones, with distribution via Verizon,

Disney’s mobile partner, by the year-end.

The Screen Actors Guild (SAG), The Directors Guild of America (DGA) and the Writers

Guild of America (WGA) all submitted an agreement for establishing a template to ensure

compensation of future programming on new digital platforms. The agreement calls for residual

payments once the mobisode has been available for over 13 weeks on cell phones. The DGA

and WGA members will get a pay residual similar to the TV residual in their main contracts - it

works out to the 1.2 % license fee for use on cell phone.

As far as actors are concerned, the contract provides an escalating minimum wage that starts

at $425 per 8-hour day, dating back from April 1, and increases to $450 in a year. On the day

before the expiration, the rate quickly jumps to $759, enabling SAG to bargain further from the

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higher rate. The contract will expire the same time as SAG’s Television Agreement and

Codified Basic Agreement, potentially giving the union more leverage. As DGA president

Michael Apted expressed, “This deal marks the first of many to come and illustrates how by

working together with producers, we will achieve agreements that are mutually beneficial.” By

any measure, the cell phone industry is one huge success story of the digital age; who wouldn’t

want a piece of this rich pie?

Competitive Position of Major Mobile Phone Manufacturers

Net Income

Market Capital

3 B

3.5 B

4 B

4.5 B

Ericsson

Siemens

Motorola

Nokia

60 B 70 B 80 B 90 B

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The vertical axis represents the total amount of Net Income earned by each mobile phone

maker.

The horizontal axis represents the market capital each company has worldwide.

The circles represent the total assets each mobile phone maker has. The figure represents

financial position of each company.

Nokia Ericsson Motorola Industry

Market Capital 94.06B 56.82B 56.34B 179.33M

Employees 58,874 56,055 69,000 260

Qtrly Rev

Growth (yoy)

28.50% 15.80% 22.70% 15.90%

Revenue (ttm) 46.23B 20.78B 38.70B 81.02M

Gross Margin

(ttm)

34.34% 45.75% 31.48% 37.72%

Oper Margins

(ttm)

13.24% 20.21% 11.23% 1.69%

Net Income

(ttm)

4.80B 3.33B 4.59B 729.70K

EPS (ttm) 1.12 2.09 1.797 0.07

P/E (ttm) 20.54 17.14 12.54 27.85

PEG (5 yr

expected)

1.76 1.78 1.68 1.57

P/S (ttm) 2.03 2.77 1.44 1.99

Source: http://finance.yahoo.com/q/co?s=NOK

Among the four major cell phone makers, Nokia has the most market capital and net

income, which makes Nokia the largest cell phone maker in the world.

Motorola comes into second in net income.

Nokia has the best Price/Earning ratio, which means Nokia’s stock has the relative high

earning per share.

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Ericsson has the highest gross margin. Gross margin (gross profit / sales revenue) is a

measure of a company's efficiency in turning raw materials into income. In other words,

Ericsson is most efficiency in turning raw materials into income.

Competitor Analysis of Mobile Phone Manufacturers

Nokia

Nokia, a Finnish cell phone giant, has become the world's No.1 maker of cell phones,

ahead of rivals such as Motorola, Samsung and others. The company's products are divided

primarily between four divisions: mobile phones (wireless voice and data devices for personal

and business uses), multimedia (home satellite systems, and mobile gaming devices), networks

(wireless switching and transmission equipment used in carrier networks), and enterprise

solutions (wireless systems for businesses).

Nokia wants to be the leader in third-generation (3G) wireless network equipment. The

company has slowly becoming the supplier to half of the world's commercial 3G networks. By

doing so, Nokia swims to the top of the wireless network infrastructure market led by Ericsson.

To capture the international market, Nokia rolled out new business and consumer models with

color screens worldwide. The company also gained a piece of the Chinese market by delivering

a unit of models capable of English and Chinese text recognition to be sold by vendors in China.

Key Numbers

Company Type Public (NYSE: NOK; Helsinki: NOK1V)

Fiscal Year-End December

2005 Sales (mil.) $40,465.0

1-Year Sales Growth 2.1%

2005 Net Income (mil.) $4,280.0

1-Year Net Income Growth (1.5%)

2005 Employees 58,874

1-Year Employee Growth 6.1%

Source: Hoover’s Company Records. http://hoovers.com/nokia/--ID__41820--/free-co-

factsheet.xhtml

23

Key People

Chairman and CEO Jorma Ollila

President and COO Olli-Pekka Kallasvuo

EVP and Chief Strategy Officer Tero Ojanperä

SVP and CFO Richard A. Simonson

SVP, Corporate Relations and Responsibility Veli Sundbäck

Source: Hoover’s Company Records. http://hoovers.com/nokia/--ID__41820--/free-co-

factsheet.xhtml

Motorola

Motorola is the No. 2 manufacturer of wireless handsets after global leader Nokia. After

a previous reorganization, its remaining operations have been focused in four business segments:

connected home solutions; government and enterprise mobility solutions; mobile devices; and

networks. The company generates nearly 60% of sales through the manufacture and sales of

wireless handsets and related products.

Key Numbers

Company Type Public (NYSE: MOT)

Fiscal Year-End December

2005 Sales (mil.) $36,843.0

1-Year Sales Growth 17.6%

2005 Net Income (mil.) $4,578.0

1-Year Net Income Growth 198.8%

2004 Employees 68,000

1-Year Employee Growth (22.7%)

Source: Hoover’s Company Records. http://hoovers.com/motorola/--ID__11023--/free-co-

factsheet.xhtml

24

Key People

Chairman and CEO Edward J. (Ed) Zander

EVP and CFO David W. Devonshire

EVP and CTO Padmasree Warrior

SVP and CIO Patricia B. (Patty) Morrison

SVP and Director,

Global Government Relations Organization Michael D. (Mike) Kennedy

Source: Hoover’s Company Records. http://hoovers.com/motorola/--ID__11023--/free-co-

factsheet.xhtml

Ericsson

Ericsson, a company base in Stockholm, Sweden, is the world’s leading maker of

wireless telecom infrastructure equipment. Ericsson is also a top cell phone maker and seller

through its joint venture with Sony, Sony Ericsson. The company's other products include

corporate networking gear, cable, defense electronics, and software for mobile messaging and

commerce.

Key Numbers

Company Type Public (NASDAQ: ERICY [ADR];

Stockholm: ERIC)

Fiscal Year-End December

2005 Sales (mil.) $19,099.0

1-Year Sales Growth (4.3%)

2005 Net Income (mil.) $3,059.0

1-Year Net Income Growth 6.4%

2004 Employees 50,534

1-Year Employee Growth (2.0%)

Source: Hoover’s Company Records. http://hoovers.com/ericsson-inc./--ID__43838--/free-co-

factsheet.xhtml

Key People

25

Chairman Michael Treschow

EVP, CFO, and Head of Group Function Finance Carl-Henric Svanberg

EVP, Group Function Sales and Marketing Karl-Henrik Sundström

EVP, Group Function Sales and Marketing Bert Nordberg

SVP, CTO, and General Manager, Research

and Development Håkan Eriksson

Source: Hoover’s Company Records. http://hoovers.com/ericsson-inc./--ID__43838--/free-co-

factsheet.xhtml

Other Manufacturers:

LG

Founded in 1947 as Lucky Goldstar, LG Group consists of more than 30 affiliated

companies that operate through more than 300 offices around t he globe. LG Group's companies

operate in more than 120 countries. LG’s annual sales in 2004 have reached $798.8 million

(Hoovers). The Group and its former partner, GS Holdings, are headed towards a competitive

showdown in the fuel cell and rechargeable battery markets.

Samsung

Samsung Electronics Co., Ltd. is the world's top maker of dynamic random-access

memory (DRAM) and other memory chips, as well as all sorts of electronic gear including LCD

panels, DVD players, and cellular phones. The Korean company’s sales in 2004 have reached $

78,250.1 million (Hoovers), a number that worth a big celebration.

26

Competitive Position of Major Wireless Service Providers

The vertical axis represents the total amount of Net Income earned by each wireless

service provider.

The horizontal axis represents the market capital each company has.

The circles represent the total assets each wireless service provider has. The figure

represents financial position of each company.

Net Income

Market Capital

-700 M

2 B

4 B

6 B

Qwest

AT&T

Sprint Nextel

Verizon

20 B 50 B 80 B 110 B

27

Verizon AT&T Qwest Sprint Nextel Industry

Market Capital 93.05B 101.30B 12.17B 72.97B 350.37M

Employees 217,000 189,000 39,000 79,900 800

Qtrly Rev

Growth (yoy)25.10% 54.50% 0.80% 66.50% 2.90%

Revenue (ttm) 79.68B 49.45B 13.93B 39.29B 237.24M

Gross Margin

(ttm)64.74% 56.05% 58.23% 59.34% 55.19%

Oper Margins

(ttm)18.85% 16.19% 8.08% 10.05% 10.82%

Net Income

(ttm)7.31B 5.35B -726.00M 1.74B -318.91K

EPS (ttm) 2.571 1.519 -0.404 0.710 N/A

P/E (ttm) 12.41 17.19 N/A 34.63 15.02

PEG (5 yr

expected)4.74 1.57 48.15 1.03 4.07

P/S (ttm) 1.18 2.05 0.89 1.89 1.70

Source: http://finance.yahoo.com/q/co?s=VZ

Among the four competitors in wireless service market, Verizon take the lead, which it

has the most net income and second most market capital.

Whereas AT&T has the most market capital.

Sprint Nextel has the best Price/Earning ratio, which means Sprint Nextel’s stock has the

relative high earning per share.

Verizon has the highest gross margin. Gross margin (gross profit / sales revenue) is a

measure of a company's efficiency in turning raw materials into income. In other words,

Verizon is most efficiency in providing its service.

Competitor Analysis of Wireless Service Providers

Verizon

28

Verizon Communications was founded in 2000 when Bell Atlantic bought GTE. The

name is a combination of veritas, the Latin word for truth, and horizon. Verizon is a top US

telecom services provider base in New York, New York. The company operates nearly 49

million access lines in 28 states and Washington, DC.

Verizon operates in four business segments: Domestic Telecom, Domestic Wireless,

Information Services, and International. The Domestic Wireless unit offers wireless voice and

data services and equipment sales through the US. Its International segment has operations and

holdings mostly in the Americas and Europe.

Key Numbers

Company Type Public (NYSE: VZ)

Fiscal Year-End December

2005 Sales (mil.) $75,112.0

1-Year Sales Growth 5.4%

2005 Net Income (mil.) $7,397.0

1-Year Net Income Growth (5.5%)

2005 Employees 250,000

1-Year Employee Growth 19.0%

Key People

Chairman and CEO Ivan G. Seidenberg

Vice Chairman and President Lawrence T. Babbio Jr.

EVP and CFO Doreen A. Toben

EVP Public Affairs, Policy, and Communications Thomas J. (Tom) Tauke

EVP Strategy, Development, and Planning John W. Diercksen

Source: Hoover’s Company Records. http://hoovers.com/verizon/--ID__10197--/free-co-

factsheet.xhtml

AT&T

29

The company was founded in 1878 when a dozen customers signed up for the first

telephone exchange in St. Louis. SBC acquired AT&T Corp. in 2005 and took that company's

more well-known name as AT&T Inc. AT&T holds a 60% stake in Cingular Wireless, which

has acquired AT&T Wireless in a cash deal valued at $41 billion. The deal has created the

leading US wireless operator with 46 million customers in 49 states.

Some of the company’s selected subsidiaries and affiliates include:

AT&T Corp.

AT&T Communications of California, Inc.

AT&T Communications of Illinois, Inc.

AT&T Communications of NJ, LP

AT&T Communications of the Mountain States, Inc.

AT&T Communications of the Southern States, LLC

Teleport Communications New York

Cingular Wireless (60%, joint venture with BellSouth)

Illinois Bell Telephone Company (AT&T Illinois)

Key Numbers

Company Type Public (NYSE: T)

Fiscal Year-End December

2005 Sales (mil.) $43,862.0

1-Year Sales Growth 7.5%

2005 Net Income (mil.) $4,786.0

1-Year Net Income Growth (18.7%)

2004 Employees 162,000

1-Year Employee Growth (3.6%)

Key People

Chairman and CEO Edward E. (Ed) Whitacre Jr.

SEVP, Business Development James W. (Jim) Callaway

30

COO and Director Randall L. Stephenson

SEVP and CFO Richard G. (Rick) Lindner

SEVP and CTO John T. Stankey

Source: Hoover’s Company Records. http://hoovers.com/at&t/--ID__11379--/free-co-

factsheet.xhtml

Sprint Nextel

Sprint Nextel combines the best of two powerhouse wireless companies. The

combination of No.3 US wireless carrier Sprint with No.5 Nextel Communications has created a

wireless giant that aspires to take on the wireless units of bounding former Baby Bells Verizon

and AT&T Inc. Sprint Nextel has about 50 million subscribers to its nationwide digital wireless

network, puts the wireless carrier behind only Cingular and Verizon Wireless in number of

subscribers. The company's wireline business provides local-exchange phone services through

more than 7 million access lines in 18 states.

Key Numbers

Company Type Public (NYSE: S)

Fiscal Year-End December

2005 Sales (mil.) $34,680.0

1-Year Sales Growth 26.4%

2005 Net Income (mil.) $1,785.0

2004 Employees 59,900

1-Year Employee Growth (10.5%)

Key People

Executive Chairman Timothy M. (Tim) Donahue

President, CEO, and Director Gary D. Forsee

COO Len J. Lauer

CFO Paul N. Saleh

SVP, Corporate Strategy and Development Atish Gude

31

Source: Hoover’s Company Records. http://hoovers.com/sprint-nextel/--ID__103483--/free-co-

factsheet.xhtml

Industry Trends

Technology

There is currently a variety of wireless networking capabilities that are emerging, developing,

and integrating. The future of these technologies within the cell phone industry will create

better, higher-speed, and longer-distance capabilities. There are two basic and current wireless

systems that are already in place. One is Wi-Fi, a local wireless internet access point was limited

to buildings, business and college campuses. Wi-Fi is capable of being used within the cell

phone industry when the optimal technologies are created. The other is Worldwide

Interoperability for Microwave Access (WiMAX), is allowing you wireless access wherever you

go.

There are currently three providers for the digital wireless mobile phones service that create

the networks via satellite. Global Service for Mobile Communications (GSM) has

internationally appeal but is the network that Cingular and T-Mobile use for their service. Code

Division Multiple Access (CDMA), have better coverage in the United States and are mainly

utilized by Sprint and Verizon Wireless. Integrated Digital Enhanced Network (iDEN) is only

used by one carrier, Nextel. The other smaller and regional carriers such as Virgin Mobile, U.S.

Cellular, MetroPCS, and Alltel use CDMA.

The newest trends plan to integrate their technologies in the cell phone industry. Voice over

Internet Protocol (VoIP) allows you to make telephone calls using a computer network, or a data

network like the Internet. VoIP converts the voice signal from your telephone into a digital

signal that travels over the internet then converts it back at the other end so you can speak to

anyone with a regular phone number. This new network may also allow you to make a call

directly from a computer using a conventional telephone or even a microphone. Ultra-Wideband

(UWB) also work with the PC or laptop and offers a cost effective, easy way for consumers to

wirelessly transfer data, images or audio from their phone to another source, such as the laptop.

Global Positioning System (GPS), this service is already equipped in most motor vehicles, and

will soon be a feature provided by cell phone service providers enabling users to find the their

own location, or access a mapping service. Although the system currently uses satellites, it is

32

preparing to use existing TV antennas to send out signals. This service is set to hit the market by

June through Disney, so parents can electronically locate their children.

With all these emerging and current wireless systems in place, the wireless phone

companies are panicking in preparation for a major shift in the cell phone industry. They are

worried their customers may start using VoIP services like Skype, as Wi-Fi-enabled phones

become more common and are lining up behind Unlicensed Mobile Access (UMA). UMA would

allow calls to move seamlessly from the GSM cellular network to Wi-Fi networks. Most

important to the cell companies, it would let the operators retain control over the call and charge

the customer for the minutes used. But, with Skype and some other VoIP services, customers

would be able to call for free once their phone is connected to a Wi-Fi network. Some U.S. cities

are now proposing free citywide Wi-Fi services, which could mean billions in lost revenue for

the cell phone industry.

Phone Design

Cell phones will become much more powerful, and designs will continue to morph into ever

more complex, multi-purpose personal communication devices, including the growing use of the

cell phone as a financial transaction device (see Mobile Commerce below). Batteries for

wireless devices will begin to last much longer as well.

Mergers

AT&T and Cingular merged in 2004 and recently the merge of Nextel with Sprint also

created a larger company. Mergers negatively impact customer attitudes and perceptions with

their wireless service in the short term, creating a sense of confusion and uncertainty. Nextel and

Sprint actually experienced the largest 2005 declines compared to their overall satisfaction index

ratings in 2004, most likely due to the adverse affects of the merge.

Yet carriers not involved in mergers also experienced some decline in overall satisfaction,

with the gap between customer expectations and actual service experience widening. Evidence

of this can be seen in the 5% increase of intent to switch carriers in the coming year, which was a

reverse trend from the past two years, where future switching intent was stable.

33

Market Growth

Although cell phone markets are relatively mature in the U.S. and in major developed nations

everywhere, the number of subscribers nonetheless continues to grow in these countries. In the

U.S., new subscribers tend to be those on lower-cost plans and children. Already, 40% of 12- to

14-year-old Americans carry cell phones; the rest of them will be soon to follow. Meanwhile, $1

billion cell phone subscribers are expected to join the craze within less developed nations

worldwide. The largest nations include Sweden, the U.K, and the Netherlands followed by

China and India.

Security Issues

Security issues such as eavesdropping on Bluetooth conversations, hacking into Wi-Fi

networks and viruses spread among cell phones will require more attention and investment from

the technology and telecommunications sectors. The estimate is that the global market for mobile

phone security software will reach $1 billion by 2008.

Mobile Commerce (mCommerce)

Mobile Commerce, also known as mCommerce, will emerge and create mobile subscriptions

and advertising opportunities for companies ready to embrace mobile subscribers. Consumers in

nations such as Japan and South Korea have already shown that they are more than willing to

access quality mobile content and next generation services on a subscription basis, including

news, wireless TV, animation and filmed entertainment scripted and adapted for the small

mobile screen.

The cell phone can is also going to be considered a “digital wallet.” In Europe and Asia,

many people pay at the register by reaching for their cell phone instead of their wallets. The

phones facilitate transactions between the point of sale and the user's credit, bank, or cellular

account. Phones from Motorola and Nokia plan to implement the system over the next year.

Services will come via partnerships between local banks partnering with a service provider.

New Service Provider

34

There is always the potential for a newcomer to join the crowd to threaten the current

providers by combining the most current technologies, with faster service, and lower prices. Pre-

paid phones could become more prevalent with the right service provider that can cater to the

“pay-as-you-go” customers. The collaboration of Wi-Fi with the potential spread of longer-

range WiMAX, and the eager adoption of VoIP will threaten to turn the cell phone and landline

industries upside down.

Key Success Factors

There are factors that are necessary to attract customers, compete, and ultimately be

successful in the cell phone industry. For a company to be successful in the cell phone industry

they can create value by providing the basic features, technical features, and support to back up

those features.

Basic

These features are assumed to be included and expected in a basic cell phone package to satisfy

the simplest customers.

Caller ID Line Block

Call Forwarding

Call Hold

Call Waiting

Caller ID

No Answer Call Forwarding

Three-Way Calling

Voicemail

Technical

These features go beyond the basics and provide the technical features to attract the savviest

of cell phone subscribers.

Internet capabilities to receive billing, make payments, and download ringtones.

Detailed Billing either in paper form or downloadable from the internet.

High-Resolution Camera, most important feature among subscribers.

35

Text Messaging, 3 billion wireless text messages are sent each month.

Web Access to get stock quotes, sports scores, weather, and up to the minute news.

Insurance to protect yourself in case of malfunction.

E-mail Messaging can now be done from the palm of your hand

NO Domestic Long-Distance Charges, not available with landlines.

Ability to Download Ringtones, free is better.

Battery Power is the second most important feature among subscribers.

Bluetooth is wireless technology that communicates with a wireless hands-free headset.

Video capability at least 15 seconds of video is the standard.

Prepaid Minutes typically useful for an individual that requires minimal talk time.

Mp3 Capable, subscribers want to be able to use their iPod’s with their handsets.

Ability to Record Music and play it back or use as a ringtone.

FM Radio can now be transmitted through a handset.

FLASH Memory Cards can hold up to 100 songs and are removable.

Support

Every company can provide the basic and technical features but the ultimate test for success

or failure is decided by the support the cell phone company can provide to their subscribers.

Pricing Plans that provide a reasonable amount of minutes and coordinate with the basic

and technical features. A family plan allows the whole family to share their minutes on

one plan.

Wireless Service Satisfaction, a strong signal reception for a network is a must to provide

the subscriber with clear call quality minus the static/interference, voice distortion,

echoes, and dropped/disconnected calls.

Wireless Customer Care Performance, the customer service is as important as the basic

and technical features.

Wireless Retail Sales Locations can provide a physical location to get hands on

experience with a handset and face-to-face contact with a representative.

Wireless Phone Handset Satisfaction can offer multiple options from size, weight, design

(folding, swivel, rectangular, or sliding can affect the performance), and antenna.

36

Industry Prospects and Overall Attractiveness

Factors Making the Industry Attractive

As reported in USA Today, a Federal Communications Commission report stated that over

the past four years landline usage has decreased by 30 million users. There are great

opportunities right now to get a lower price or a lot more minutes on a cell phone. The cell phone

industry is offering unlimited plans in growing numbers. The word cell phone has become a

familiar usage across the globe, especially in developed countries.

The Cell Phone Service Providers have made provisions to allow users to access the Internet

through the cell phone, without taking the pain to log into their computers. Cell Phones now can

be used as planner, navigation system and for games. Also, Steve Jobs the owner of Apple has

enabled the innovative invention of the Motorola hybrid phone, which has an iPod with the cell

phone. The cell phone is one technology where people of different ages can use without any

hesitation. Cell phones are also used as fashion objects, since the styles have been changing

almost every year; for example, the credit card-size ‘Samsung SGH-P300’ or ‘Motorola Black

RAZR’. Also, now various ring tones of one’s choice can be downloaded to the cell phone. And

there is the camera phone, where a camera is attached to the cell phone, and the pictures taken

with a camera phone are of good quality that can be e-mailed or even printed.

The cell phone technology has infiltrated its way through the teenage population very fast.

The national network, Sprint is on the verge to launch cell phones that are custom handsets,

which contains phone contents such as Disney ring tones and games. This is a way where the cell

phone industry can open a whole new arena for attracting a market for children. Also, there is the

new culture of SMS (Short Message Service), which is a new way to send text messages. SMS is

quite popular among teenagers and college students, which helps everybody to keep in touch

with friends and family. Nowadays all cell phone manufactured supports SMS. In fact, the use of

Internet supports the option for instant messaging, such as with America Online’s Instant

Messenger.

Mergers are another factor that makes the cell phone industry attractive. For instance, among

the cell phone service providers, the Sprint and Nextel merger and again when Cingular and

AT&T Wireless merged. It facilitates both the companies to combine both their features and

produce attractive products, such as Sprint’s network and Nextel’s walkie-talkie option in the

cell phone.

37

Factors Making the Industry Unattractive

Mergers might be good for the cell phone service providers, however, if the nation’s leading

cell phone companies merge, there will be less competition in the market, causing prices to

increase than before. With large mergers like Cingular and AT&T, there is the risk of a

monopoly in the market, which can charge the highest possible prices to consumers. This will

definitely pose a threat to consumers, because the number of options of choosing one cell phone

service provider over another is reduced.

Special Industry Problems and Issues

As with new technology, health concerns have risen with the use of cell phones. There are

certain studies that show a few cases of tumors or cancer that develops as result of using cell

phone for long periods of time. According to the Food and Drug Administration, these health

problems are said to be caused due to the radiations emitted from cell phones. Also, these

radiations tend to cause birth defects due to genetic mutation.

In addition, many incidents of road hazards occur because of the use of cell phones. Many

accidents involving a driver being distracted by talking on a mobile phone have begun to be

prosecuted as negligence similar to driving while intoxicated. In US, many of the state

legislatures, about 40, have passed laws to ban the usage of cell phones while driving.

Cell phones have also been a major threat to security. There have been cases of identity theft,

and also where a third party can intercept in a network listen to conversations. Also the

bombings that occurred in 2004 at Madrid, was from a cell phone. So there are major security

concerns of the cell phone that has to be looked into.

Profit Outlook

The cell phone industry has been improving through recent years due to the fact that markets

have opened up to several consumers. Below are the profitability ratios (2005) of some of the

known cell phone manufacturers:

38

Earnings

Per Share

Profit

Margin

Return on

Shareholder’s

Equity

Return

On Assets

Nokia 1.12 10.38% 29.8% 16.2%

Motorola 1.812 12.43% 27.6% 12.8%

Ericsson 2.09 16.02% 22.1% 11.0%

Siemens 2.98 2.61% 9.5% 3.0%

Kyocera 3.30 5.90% 5.4% 3.6%

Now almost every individual thrives to own a cell, especially in developed countries. For

instance, according to “industry statistics (CTIA, The Wireless Association) reveal that the

number of cellular subscribers in the U.S. now total nearly 195 Million” (Goodstadt). Below is a

graphical presentation of a sample of households that are cell phone users in US.

Growing Percentage of Households with Multiple Cell Phones

46.00%

48.00%

50.00%

52.00%

54.00%

56.00%

58.00%

60.00%

62.00%

64.00%

q2 2002 q4 2002 q2 2003 q4 2003 q2 2004 q4 2004 Q2 2005 Q4 2005

(graph from http://www.icrsurvey.com)

According to reuters.com, “December 2005, the global cellular market had 2.14 billion

cellular subscribers, up from 2 billion in September 2005. Experts predict 3 billion subscribers

before the end of 2008.” Now cell phone manufacturers are making phones that are capable of

accessing VoIP (Voice Over IP), which is now a way to make phone calls free of charge, such as

with what exists now Skype and Vonage. Analysts predict that this new development will help

39

the cell phone industry profits rise, because of the newer technology; and nowadays consumers

are waiting to acquire the newest technology that can help them to be more efficient.

40

PROMOTION - ADVERTISING: INTRODUCTION

The Institute of Practitioners in Advertising (IPA), the body which represents advertising

agencies, defines advertising as:

"The means of providing the most persuasive possible selling message to the right

prospects at the lowest possible cost".

Kotler and Armstrong provide an alternative definition:

"Advertising is any paid form of non-personal presentation and promotion of ideas, goods

and services through mass media such as newspapers, magazines, television or radio by an

identified sponsor".

There are five main stages in a well-managed advertising campaign:

Stage 1: Set Advertising Objectives

An advertising objective is a specific communication task to be achieved with a specific target

audience during a specified period of time. Advertising objectives fall into three main categories:

(a) To inform - e.g. tell customers about a new product

(b) To persuade - e.g. encourage customers to switch to a different brand

(c) To remind - e.g. remind buyers where to find a product

Stage 2: Set the Advertising Budget

Marketers should remember that the role of advertising is to create demand for a product. The

amount spent on advertising should be relevant to the potential sales impact of the campaign.

This, in turn will reflect the characteristics of the product being advertised.

For example, new products tend to need a larger advertising budget to help build awareness and

to encourage consumers to trial the product. A product that is highly differentiated may also need

more advertising to help set it apart from the competition - emphasising the points of difference.

Setting the advertising budget is not easy - how can a business predict the right amount to spend.

Which parts of the advertising campaign will work best and which will have relatively little

effect? Often businesses use "rules-of-thumb" (e.g. advertising/sales ratio) as a guide to set the

budget.

41

Stage 3: Determine the key Advertising Messages

Spending a lot on advertising does not guarantee success (witness the infamous John Cleese

campaign for Sainsbury). Research suggests that the clarity of the advertising message is often

more important than the amount spent. The advertising message must be carefully targeted to

impact the target customer audience. A successful advertising message should have the

following characteristics:

(a) Meaningful - customers should find the message relevant

(b) Distinctive - capture the customer's attention

(c) Believable - a difficult task, since research suggests most consumers doubt the truth of

advertising in general

Stage 4: Decide which Advertising Media to Use

There are a variety of advertising media from which to chose. A campaign may use one or more

of the media alternatives. The key factors in choosing the right media include:

(a) Reach - what proportion of the target customers will be exposed to the advertising?

(b) Frequency - how many times will the target customer be exposed to the advertising

message?

(c) Media Impact - where, if the target customer sees the message - will it have most impact?

For example does an advert promoting holidays for elderly people have more impact on

Television (if so, when and which channels) or in a national newspaper or perhaps a magazine

focused on this segment of the population?

Another key decision in relation to advertising media relates to the timing of the campaign. Some

products are particularly suited to seasonal campaigns on television (e.g. Christmas hampers)

whereas for other products, a regular advertising campaign throughout the year in media such as

newspapers and specialist magazines (e.g. cottage holidays in the Lake District) is more

appropriate.

Stage 5: Evaluate the results of the Advertising Campaign

The evaluation of an advertising campaign should focus on two key areas:

(1) The Communication Effects - is the intended message being communicated effectively and

to the intended audience?

(2) The Sales Effects - has the campaign generated the intended sales growth. This second area

is much more difficult to measure.

42

ADVERTISING - SETTING THE ADVERTISING BUDGET

Introduction

A famous comment usually attributed to Lord Leverhulme goes:

“I know that half of my advertising budget is wasted, but I’m not sure which half”

It is notoriously difficult to measure the effect of advertising on a business’ sales. Advertising is

just one of the variables that might affect sales in a particular period. These include:

• Consumer and business confidence

• Levels of disposable income

• Availability of product (e.g. does the retailer actually have stock to sell?)

• Availability of competing products

• The weather (often blamed by retailers for poor sales!)

How can a business know whether a specific advertising campaign was effective?

As a percentage of sales, advertising expenditure varies enormously from business to business,

from market to market. For example, the leading pharmaceutical companies spend around 20%

of sales on advertising, whilst business such as Ford and Toyota spend less than 1%. An average

for fast-moving consumer goods markets (“FMCG”) is around 8-10% of sales.

In practice, the following approaches are used for setting the advertising budget:

Approaches to setting the advertising budget

Method (1) Fixed percentage of sales

In markets with a stable, predictable sales pattern, some companies set their advertising spend

consistently at a fixed percentage of sales. This policy has the advantage of avoiding an

“advertising war” which could be bad news for profits.

However, there are some disadvantages with this approach. This approach assumes that sales are

directly related to advertising. Clearly this will not entirely be the case, since other elements of

the promotional mix will also affect sales. If the rule is applied when sales are declining, the

result will be a reduction in advertising just when greater sales promotion is required!

Method (2) Same level as competitors

This approach has widespread use when products are well-established with predictable sales

patterns. It is based on the assumption that there is an “industry average” spend that works well

for all major players in a market.

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A major problem with this approach (in addition to the disadvantages set out for the example

above) is that it encourages businesses to ignore the effectiveness of their advertising spend – it

makes them “lazy”. It could also prevent a business with competitive advantages from increasing

market share by spending more than average.

Method (3) Task

The task approach involves setting marketing objectives based on the “tasks” that the advertising

has to complete.

These tasks could be financial in nature (e.g. achieve a certain increase in sales, profits) or

related to the marketing activity that is generated by the campaigns. For example:

• Numbers of enquiries received quoting the source code on the advertisement

• Increase in customer recognition / awareness of the product or brand (which can be measured)

• Number of viewers, listeners or readers reached by the campaign

Method (4) Residual

The residual approach, which is perhaps the worst of all, is to base the advertising budget on

what the business can afford – after all other expenditure. There is no attempt to associate

marketing objectives with levels of advertising. In a good year large amounts of money could be

wasted; in a bad year, the low advertising budget could guarantee a further low year for sales.

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Marketing Planning - Setting Marketing Objectives

Introduction

Objectives set out what the business is trying to achieve.

Objectives can be set at two levels:

(1) Corporate level

These are objectives that concern the business or organisation as a whole

Examples of “corporate objectives might include:

• We aim for a return on investment of at least 15%

• We aim to achieve an operating profit of over £10 million on sales of at least £100 million

• We aim to increase earnings per share by at least 10% every year for the foreseeable future

(2) Functional level

e.g. specific objectives for marketing activities

Examples of functional marketing objectives” might include:

• We aim to build customer database of at least 250,000 households within the next 12 months

• We aim to achieve a market share of 10%

• We aim to achieve 75% customer awareness of our brand in our target markets

Both corporate and functional objectives need to conform to the commonly used SMART

criteria.

The SMART criteria (an important concept which you should try to remember and apply in

exams) are summarised below:

Specific - the objective should state exactly what is to be achieved.

Measurable - an objective should be capable of measurement – so that it is possible to determine

whether (or how far) it has been achieved

Achievable - the objective should be realistic given the circumstances in which it is set and the

resources available to the business.

Relevant - objectives should be relevant to the people responsible for achieving them

Time Bound - objectives should be set with a time-frame in mind. These deadlines also need to

be realistic.

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Advertising- Media

Advertising media

There is a huge variety of media available through which a business can conduct an advertising

campaign. What are the main types of media and what considerations should a business make in

choosing between them?

The starting point in the selection of appropriate advertising media is a “media analysis”. This

can be defined as:

"An investigation into the relative effectiveness and the relative costs of using the various

advertising media in an advertising campaign"

Before committing an advertising budget it is necessary to carry out marketing research on:

- Potential customers

- Their reading habits, television-watching habits

- How many times the advertisers wish the potential customers to see an advertisement

- How great a percentage of the market they wish to reach, etc.

These elements all need to be considered and balanced to plan a campaign that will effectively

reach its target audience at a reasonable cost.

A useful distinction can be made between “published media” and “visual/aural media”.

Published media include:

• National daily newspapers

• Sunday newspapers

• Local and regional newspapers

• Consumer magazines

• Specialist magazines

• Trade and professional press

• Internet

Visual and aural media include:

• Television (terrestrial and digital)

• Radio

• Cinema

• Billboards

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• Transport

• Direct mailing

Mobile Industry, after the slump has shown signs of recovery and as per IDC India’s latest

report, India’s mobile handset market touched 100.9 million units in the year ended June 2009,

recording a growth of 6.7%* from 94.6 million units in the previous year ended June 2008.

In terms of units shipped, Nokia had the largest share (*) of 56.8%, followed by Samsung with a

7.7% share while LG stood third with a 5.4% share in the 12-month period ended June 2009

(source).

Entry of New Handset Vendors

The growth of mobile handset market can be gauged from the fact that 27 new handset vendors

entered India just in 1 quarter. India also witnessed the launch of high-end phones as well as

entry level phones and Indian mobile users bought nearly 700,000 high-end/smartphones in the

April-June quarter (2009).

Latest updates from the handset industry

- Recently, Mindtree announced the acquisition ($6mn all cash deal) of Kyocera’s captive unit in

Bangalore, where it would design and build ready-to-brand 3G handsets for telecom service

providers and original equipment manufacturers (OEMs).

Post this Kyocera acquisition, MindTree has set up a new business unit N!Mo or Next in

Mobility to address the complete product lifecycle from concept through delivery leading to

ready to brand products in wireless technologies for its customers.

- Hong-Kong stock exchange-listed China Wireless Technologies’ Indian subsidiary, Coolpad

Communications has announced partnership with Reliance for it’s dual sim phone, i.e. GSM and

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CDMA and is setting up it’s mobile handsets in the Indian market.

Coolpad is targeting Rs 800 crore revenue in the next five years from the Indian market.

* IDC uses the term “shipments” to describe the number of handsets leaving the factory premises

for OEM sales or stocking by distributors and retailers. In the case of handsets imported into the

country it represents the number leaving the first warehouse to OEMs, distributors and retailers.

Recommended Market Report:

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Conclusion

In recent years, cell phones have turned out to be a necessity rather than a status symbol.

Nowadays, cell phone manufacturers are producing different phones that fit different needs; and

also, service providers have different plans for customers to choose from. With the advance in

technology, consumers are able to experience the ease in communication. From 1994 onwards,

the cell phone industry has seen great success through the years, and analysts predict that this

growth is only going to increase with the advancement of technology.

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Research Objective : Advertising Budget For Mobile Phone Industry.

Advertising Budget for mixer Industry.

How old your company is?

1) 1-3 Years 2) 3-5 Years 3) 5-10 years 4) 10-25 Years 5) More than 25 years

What kind of products you offer?

1) Mobile 2) Smart Phones 3) Tabs 4) Laptops 5) Others

Since When you are advertising your product?

1) 0-1 Years 2) 1-3 Years 3) 3-5 Years 4) Others

Sales (per month)

1) Less than 5lakh 2) 5-10 lakh 3) 10-20 lakh 4) 20-50 lakh 5) 50 lakh & above

Do you have Co. owned retail outlets?

1) Yes 2) No

Do Networking and Word of mouth is reliable source for you?

1) Yes 2) No

Which kind of media you use for Advertising?

1) Press 2) Television 3) Radio 4) Cinema 5) Internet 6) Mobile

Stage in the Product life cycle?

1) Introduction 2) Growth 3) Maturity 4) Decline

Market Share and Consumer Base of the Company?

1)Very High 2)High 3) Moderate 4) Low 5) Very Low

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Competition among the existing Player?

1)Very High 2)High 3) Moderate 4) Low 5) Very Low

What is the frequency of your advertisement?

1)Very High 2)High 3) Moderate 4) Low 5) Very Low

Do you think there is any substitute of the Product?

1) Yes 2) No

What amount you spent for advertisement?

1) 1-3 Lakhs 2) 3-5 Lakhs 3) 5-10 Lakhs 4) 10-25 Lakhs 5) 25 Lakhs and above

Do you think there is any kind of effect on your business from advertisement?

1) Yes 2) No

How you decide your advertising Budget?

1) Fixed %age of sales 2) same as your competitors 3) Task 4) Residual

Do you hire advertising agency for your advertisement?

1) Yes 2) No

Which type of advertisement you generally prefer?

1) Central Route 2) Peripheral Route

How you position yourself through advertisement?

1) Same 2) Differentiated

Do you advertise only to give emphasis on price?

1) Yes 2) No

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Advertising facility are at the level of satisfaction?

1) yes 2) No

Name:

Gender: Male Female

Age: 1)0-25 2)26-40 3)41-60

Position:

I ensure that all the above information provided by you will be kept confidential.

All the information provided by you is just for a project to be submit in our college.