Youth Revolution in Mobile Handset Industry in India

“The most prolific period of pessimism comes at twenty-one, or thereabouts, when the first attempt is

made to translate dreams into reality.”

Youth …… here we go ….

Youth Revolution in Mobile Handset Industry

Presented by,

Shripal GandhiVice President – Sales and Marketing

BYOND Mobiles

Introduction

Journey of CommunicationA mobile handset has graduated from the fundamental role of voice communications and has emerged as a convergence and lifestyle support device.

Evolution of Communication

Changing Trends

Trunk Calls STD Booth Changes within Service Providers Involvement of Youth into Communication Extremely subsidized Tariff

Youth in India Youth Population

Total Youth Population contributes 40-50% and looking at the current population by 2020 the average age in India will be of 29 years

Spending power9 billion per day is spent on the communication devices in India. Due to that bulk of mobile

devices n service providers are emerging their businesses.

Rural Youth

Village Head (Sarpanch)

Opinion Makers Direct InfluencePostmen

MEDIA

DEALERS

(B2B)

END CUSTOMERS

(B2C)

DISTRIBUTORS

(B2B)

TARGETTARGET GROUPSGROUPS

Factors For choosing mobile Phone

Factors for choosing Mobile Phone

MOBILE PHONES: Own:

Yes

MOBILE PHONES: Plan to

buy: You

MOBILE PHONES: Plan to

buy: Someone else in the family

Advertising 8.48% 8.38% 6.82%Company reputation 16% 13% 12%Sound / Picture Clarity 41% 30% 33%Personal experience 13% 12% 11%Reception 3.01% 3.30% 1.98%Recommendation 2.57% 2.32% 2.27%Special offers / schemes 9.14% 6.80% 7.61%Costs 7.62% 5.18% 6.61%Customer service including complain handling 4.49% 3.07% 4.12%Image/Brand 3.64% 2.70% 2.96%

Market – north & east Source : TGI

Features in Mobile Phone

Features in mobile phone: Have Total %

MOBILE PHONES: Own: Yes

MOBILE PHONES: Plan to buy: You

MOBILE PHONES: Plan to buy: Someone else

in the family

Internet/WAP 6.57% 10% 9.42% 8.31%E-mail 9.81% 15% 13% 13%Games 46% 72% 52% 57%Text Messages 31% 48% 33% 38%Voice mail/Answer phone 8.51% 13% 11% 10%Camera (Still pictures) 9.45% 15% 13% 11%Video Camera 8.41% 13% 12% 10%Voice Activation 4.25% 6.64% 6.14% 4.68%MMS/Picture Messaging 11% 17% 14% 12%Triband 1.45% 2.26% 2.23% 2.00%Get SMS Text 44% 69% 54% 55%Information Services 4.69% 7.33% 5.18% 5.19%Radio 13% 21% 18% 18%MP3 Player 7.44% 12% 10% 8.80%Downloading/Watching Videos 3.95% 6.17% 5.39% 4.45%Bluetooth 5.81% 9.08% 7.66% 7.28%Google Maps 1.21% 1.90% 1.83% 1.57%GPS-Geographic Positioning System 1.28% 2.01% 2.14% 1.41%3G (Third generation Technology) 0.67% 1.05% 1.22% 0.59%Others 3.10% 4.85% 3.25% 5.31%

Youth & Mobiles

Affordability Falling prices due to competition Aspirational Value – Fully loaded features with elegant look

SMS/MMS/INTERNET – QWERTY Keypad Expression of self and Extension of Self - like chatting, dating, gaming,

voice SMS. As an example, voice MSM simplifies the communication.

Youth & Connectivity

Life Without Mobiles

Battery – 3000 mAh (First time in India)

Battery TV Commercial

Youth & Personality

Physical Appearance & Handsets Manufacturer started focusing on ID designs

The Bond – Track pad, 3.2 MP Camera, Java Support,

2000 mAh battery, High music quality, Auto answering machine

Moonraker-The James Bond Campaign

Youth & Gaming

Gaming Mania

Youth & Music

Musicgiri 75% users prefers music phones vs. Mp3 Player

Poly tones Music Gallery Wireless FM Yamaha Chipset Vibra Speaker

Our Music Phone Campaign

Youth & Social Networking

Facebook, Twitter, etc

2G – 3G ManiaApplications such as web browsing, mobile banking, mobile games, videos, conferencing, e-commerce and access to other data services will be ease of use to general consumers and will reach across boundaries.

Facts Of Mobile Internet

Facts & Figures Applications downloads: As stated by Gartner, revenue worth $4.2 bn was produced by the app stores, which are expected to grow further to $29.5 bn by 2013.

Youth & Photography

Capture Your Memories VGA to 12 MP camera Face to face chatting Dual Conferencing Video Conferencing

Youth & Multimedia

Youth & Touch Screen

1. Physical appearance of a petite and slender

2. TFT Display for color depth virtual QWERTY keypad and handwriting recognition to simplify navigation and typing messages.

Youth & Dual Sim

Youth & Data Storage

Conclusion

Various facets have transformed the youth and in turn causing the change in mobile handset industry in India like, connectivity, social networking, photography, 2G/3G, Data Storage, Gaming, Touch Screen

Sound and Picture Quality of phones plays a very vital role in selecting a mobile handset by youth

Mobile Handset has become a lifestyle support device rather than a communication device

Thank You

Shripal GandhiVice President – Sales and Marketing, BYOND Mobiles

Cell : +91 9370218899Email : [email protected]

Credits Indian Brand Equity Foundation – www.ibef.org http://voicendata.ciol.com http://news.bbc.co.uk www.siaargroupblogspot.com www.istock.com Market Research by TGI (north and east)