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With reference to the Indian operating environment, describe, discuss and apply some appropriate analytical frameworks that a mobile phone manufacturer might use to evaluate the potential of a new market. In your answer, you should identify any limitations of the analysis methods you select.
India is quite an attractive market for mobile phones. The country already experiences high mobile phones penetration. This diffusion has shown an auxiliary increase with the triumph of smartphones in the industry. Various kinds of smartphones are obtainable ranging in a variety of price segments, thus enabling the majority faction of population possess it. Since India is a country that can be called as youth-centric, recently, there has been a heave in ownership of Android smartphones (Mobile Phones in India, 2013)
The sales in India of mobile handset demonstrated a growth of 20.8 per cent which represents 221.6 million handset units in the year 2012. A lot of credit for this exponential growth goes to the handsets in the smartphone category. The sale of handset in India was at 183.4 million in year 2011, as advised after a study by CyberMedia Research (CMR).
The sale of featured phones sales demonstrated a growth of 19.9 per cent which brought the total number of units to 206.4 million in 2012 from 172.2 million in 2011. Even though,there is a lot of hype created about the sale and market for the smartphones, the Indian market for mobile handset still subjugated by feature phones shipments. Alternatively even the shipment of smartphones to India is showing rapid growth, as stated by CMR Lead Analyst (Telecoms Practice), Faisal Kawoosa.
All of this signifies that India, as of now is a 'new phone' market. In this type of market, the contribution of featured phones to the immensity of shipments is quite high as compared with the percentage of upgrades or replacements required.
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