Towards Insights Driven Approach To Marketing Smartphones

Remember the discussion about, 1, 2, 3 or 4 screens?

- Nikhil Mathur

Well, let’s fast track to a market which is ahead of the curve, India. the global smartphone industry has been steadily developing and growing in penetration. the growth has opened up volumes, but in selected markets, it has opened up in competition. Whereas the initial stages were in high equipment markets such as North America and Europe, the boost and manufacturers’ focus now chiefly turned to other markets for alternate avenues for growth. With smartphone penetration maturing in many developed markets, continued growth in the world’s third largest smartphone market makes India an attractive market to device manufacturers.

Smartphones in India occupy a very unique marketing niche. From the initial meeting gambit, where it is not rare to see people opening up by stacking 2 or even 3 smartphones, to a not-so-unusual practise of having a “live” feature phone for usage and a “display” smartphone for show, your phone is at the heart of the individual presentation and representation.

Strong branding is key, as shows the relentless hammering of smartphone brands during major sports events such as the ICC, IPL cricket matches, or the colorful shop branding. beside the technology itself, what is also pushed are focused usage model such as selfies, video streaming, all of it underpinned with attractive pricing of course.

Don’t expect India to be a cheap market; it is a value for money market. the consumer is extremely aware of what he can get at what price point, and his choice will be made on all component of the “package”. Your pricing will be your image.