Overview CELLULAR PHONE Industry India Marketing Essay

The mobile services were commercially launched in India in August 1995. In the initial 5-6 years the cellular phone companies had to visit a bad time as there have been not many people comfortable in using mobile phones scheduled to expensive mobiles and sky high calling rates. Owing a mobile in the beginning of the unveiling of the cell phones use to be always a luxury in the Indian market. In the original days of the starting of the cell phones in India in the middle 90's, the grey market summed up to 80 % of the cellular phone sales due to major difference in the expense of lawfully and illegally imported cell phones.

Noticing this huge loss to the cellular phone manufacturers, the Indian government slashed the obligations on importing mobile phones, and on the other palm the mobile phone companies also steadily decreased the costs of the mobile phones so as the clients may start buying mobile phones from genuine showrooms. As of today the grey market is hardly remaining with any ratio.

When mobile phones were launched in India, the market had a dominance of US structured Motorola, Sweden founded Ericsson and Finland centered Nokia. Over the years the story has transformed to a great amount. Today players like Samsung, LG, Haier, Carbon, Apple, Virgin, HTC, Reliance etc have became a member of the contest too. Other than these branded telephones, there is also a lot of competition from unbranded China made phone. These to have virtually all the top features of that of any branded mobile phone, but are not even half the cost. They are special picks of lower level income people.


By critically analysing Porters 5 make model, that how all the 5 makes affect the mobile industry in India, and by discovering the strength and direction of all the forces, we can easily assess the effectiveness of the positioning and the ability to make sustainable profit in throughout the industry

The diagram below gives a fair idea of the model

1). Competitive rivalry within the industry: High

The competition among the various mobile phone companies is high in the Indian market segments. In the entire year 2009, the progress of the industry was only 7 per cent approximately, in comparison to 12 % in 2008. The major key players are limited, namely Nokia, Samsung and Sony so the situation is targeted and balanced. Your day to day technology change and the huge competition ends up with almost similar kind of mobiles being proposed by all the companies. The margins are a mere 4% credited to which there is a chop throat competition on the list of players on the market. There's a whole lot of pressure from used sales of mobiles rendering it even worse.

2). Bargaining electricity of the clients: High

Customers have comparative information about all the mobile handsets in terms of price and features on the market and a buyer would always demand a larger variety at lower prices. There's a very meagre degree of differentiation in similar generation handsets and a fresh technology created is quickly designed by all the mobile manufacturers. The customer knows that there surely is hardly any switching cost in jumping from one make of mobile to the other, so they dominate the mobile companies and are stronger than them.

3). Bargaining vitality of suppliers: Moderate

For an industry like mobile industry, there are a big variety of suppliers for non critical components. For the different parts of critical category, suppliers work meticulously with the mobile companies, as they involve joint development of speciality inputs and subsystems. Hence mobile companies can change suppliers for the non critical components, however they generally stick to the suppliers who supply critical components to them. But as on the annals says, the suppliers do not pose any serious risk of ahead integration even though they can be outsourced.

4). Risks from alternative products and services: Low

There appears to be a very limited menace from the substitutes. The latest 3rd generation mobiles are arriving fully outfitted with such applications that one experienced never thought. Absent are the times when the cell phones were used for calling and texting. Within this latest time of technology, they are really arriving with a camera of 14 mega pixels, equal to that of a latest digital camers. You can become familiar with the ways and routes in virtually any area of the world using GPS. You can have a full music library, like this associated with an I-pod. Internet is obtainable at simple of the hand. Being fully packed with all the features that anyone ever before thought a phone can have, I think rather than having dangers from the substitutes, the latest cell phones themselves are becoming a threat for his or her substitutes.

5). Risks of new entrants: Low

All folks now know the magnitude of competition one of the mobile manufacturers in India. The technology and designs of few big companies are well covered by patents. So in cases like this the chances of entrance of a new player in the Indian market aren't feasible in any way. The brand personality is one of the major explanations why people buy pretty mobile handsets. The existing set up players have created a powerful brand identity more than a period of time which is not easy to be tampered. I a business like mobile phone manufacturing, you need large capital commitments for research and development and scientific development. If in spite of that when there is a new access, the prevailing mobile companies have financial clout to deter them.


1). Politics Factors:

In the case of the mobile industry, as the marketplaces are deregulated, both providers as well as manufacturers are absolve to act individually of government treatment.

In countries like India and China where partial regulations exists, authorities intervention does is accessible. The export import policies, government costs and Foreign direct investment regulations play a major role in this.

2). Economic Factors:

India, as most of us know has one of the most powerful economies on earth. If the overall economy is increasing, people earn much more. Gaining more means more disposable income. Out of the study done by Nokia, India is the biggest revenue generator on their behalf in conditions of expensive mobile phones. High spending capacity permits customers to be more selective with their choice of cell phones, looking to more other factors somewhat than just messaging and getting in touch with from the mobile.

3). Friendly Factors:

A cellular phone is the best medium of connections. People use mobiles not only to maintain social romantic relationship also for work and business purposes. The climb of the information modern culture has made telecommunications increasingly more important to consumers, both in conditions of work and leisure. Users tend to be more alert to mobile handset choice and advancements anticipated to increase availability of information.

4). Technological Factors:

Technology is the main element in the mobile industry. It really is supposedly the backbone of the industry. All of the advancement in the field of mobile industry depends on the technological innovations. There were many global advancements in technology such as WAP, GSM, GPRS, Gps unit, 3G, EDGE etc. The Asian markets are more technologically advanced than their Western counterparts. The new technology is well used and loved here.

5). Environmental Factors:

This is one of the primary threat to the mobile industry at present. The mobile handsets that people use are suppose to emit some harmful waves which can in fact cause a threat to the fitness of the average person. These waves could harm the eardrums to an extent of getting deaf.

A second environmental issue is the used and discarded mobile are disposed of that are non bio-degradable and hence are responsible of fabricating whole lot of pollution.

6). Legal Factors:

As reviewed above, there are a great number of mobile players in India. Technology and designs are copied when they can be released. It's very difficult to receive the cell phones designs patented. Because of this technology infringement, a lot of legalities are caused.


Increase in throw-away income and spending capacity:

India is one of the most growing economies of the world. People are generating more and henceforth their capacity to invest is also increasing. With large sums of disposable income, people would like to shift to purchasing expensive gadgets like cell phones.

With the capability to spend, they will have more options to decide and buy the latest decades high technology phones. In cases like this the mobile market is certainly going to flourish.

Technological Improvement:

Technology is the biggest supporter to the cellular phone industry. The technological progression have been in a way that a latest generation mobile phone comes with such features that no person had ever before thought that a cellular phone can have. Whether a camera, fully accessible web browser, navigation system etc.

With such technology in a mobile phone, people in India would want to buy such cell phones which will take the place of other gizmos. People would prefer buying a mobile phone fully packed than buying two or three different devices.

Growth in human population:

India as of now is the next most populated country in the world. It also therefore has the second maximum human population of youth between the get older of 18 - 28. The brand new technology and latest devices marketplace this age group only.

The youth through this age bracket would be more aware and inclined to buy mobiles and would want to stick to the latest technology. Increase in the population in times to come will hence lead to increasingly more cell phones being found in India.


The mobile phone industry in India is at its maturity life cycle stage, where almost all customers are already users of the industry's product. This stage employs the growth stage. Once the industry grows to this stage then the further expansion and success of the industry solely depends after its capacity for attracting clients.

Technology is not the only thing required to draw in new customers. The other critical indicators that are essential by the mobile phone company to do are

Innovative styling of the phone. The appearance plays an extremely vital role in the clients decision to buy the cellphone. The applications that are inside are only known once the customer starts using the cellular phone.

Service provided by the cellular phone company. Giving the perfect phones on a lower comparative rates will lure the clients to buy more telephones.

The after sales service also is a very important factor to keep carefully the customer devoted to a particular brand of mobile phone. The customer would always buy and recommend to buy phones from a store or an organization gives the best after sales service as well.

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