Smartphone Industrial Analysis

Project
Smartphone Industry
What Is a SMARTPHONE?

Mobile phone with more advanced computing capability,

connectivity, advanced multimedia capabilities and the
ability to install third-party software than basic features
of phone.
Smart Phone and Feature Phone

SMARTPHONE FEATURE PHONES

Uses of smartphones?

• Text Messaging/SMS • Applications

• Email • Web Browsing
• Social Networking • Mobile Shopping
• Streaming Online Music • Barcode or QR Scan
• Video / Mobile TV • NFC/Mobile Wallet
• Mobile Banking • Games
• Location Based Services/GPS • News
 History

• 1995 The first smartphone, the IBM Simon

• 1996 Nokia launched Nokia 9000

• In early 2000, the Ericsson R380 was released by Ericsson

Mobile Communications, and was the first device marketed
as a "smartphone“

• The first catalyst of the expansion of the smart phone

market was the release of RIM’s Blackberry series in 2001.

• The impetus for the expansion of the smartphone market

was the release of Apple’s innovative iPhone in July. 2008.
 Major Events in History

• 1996 First Windows CE Handheld PC devices are introduced.

• 2000 Symbian becomes the first modern mobile OS on Ericsson R380.
• 2002 Microsoft's first Windows CE (Pocket PC) smartphones are introduced.
• 2007 Apple iPhone with iOS is introduced as an iPhone.
• 2008 OHA releases Android 1.0 with the HTC Dream
• 2009 Samsung announces the Bada OS with Samsung S8500.
• 2010 Windows Phone OS phones are released.
• 2013 BlackBerry released BlackBerry 10.
• 2013 Google release Android Kitkat.
• 2014 Microsoft release Windows Phone 8.1 in February 2014.
• 2014 Apple release iOS 8 in September 2014.
Classification of Smartphones

Lower End – Below 12k

Mid Range - 12K to 24 K
High End – Above 24 K

In terms of Money
 Trend in market

• Hardware Trend
RAM, MEMORY, SCREEN, BATTERY,
Shape, Size and type of Smartphones

• Software Trend
• Utility
• LTE – 2G – 3G – 4G
• Price
Major OS Platforms

Current software Discontinued software

New Emerging OS
platforms platforms

Android Symbian Firefox OS

iOS BADA Tizen OS

Windows Java Ubuntu Touch

Blackberry OS Sailfish OS
Major Companies
Smartphone market size and value
4.55 Billion Mobile Phones are there worldwide

SMARTPHONE
1.75 Billion
38.4%

FEATURE PHONES
2.8 Billion
61.6%

The global smartphones market is

estimated to reach $150.3 billion in
2014 from about $55.4 billion in 2009.
 Sales figures (in millions of units)

Android Windows
Year iOS (Apple)
(Google) (Microsoft)

2011 219.52 89.26 8.77

2012 451.62 130.13 16.94
2013 758.72 150.79 30.84
2014Q1 229 43.7 6.2
2014Q2 255 7.4
 According to Coda Research Consultancy:

Total sales volume is 234 m

units in 2010 and expected
to be 619 m units in 2015
Total volume are forecast
to reach 1.8 billion units in
2018.
A 12.7% CAGR for the 2013-
2018.
• Smartphones hold 10 % market share among India’s mobile
phone using population
• Below $200 smartphones accounts for 4/5 of total Indian
smartphone sales.
• In 2014, an astounding 450 million smartphones are likely to be
shipped in china alone .
• Smartphone shipments will double between now and 2018
within key emerging market including India, Indonesia, and Russia.
• Local companies are sacrificing profit margins to build market
share in India, which counts 914 million mobile users.
• India is now the quickest–expanding smartphone market
globally and 3rd-largest market after china and the U.S.
Smartphone shipment by OS
Factors for Market Growth

The Popular Wi-Fi configuration and 3G

telecommunications are considered the largest
components behind the optimistic growth forecast for
the smartphone market.
Advanced Operating systems with more computing like
activities.
Enabling users to seek information instantly.
Market dynamics

• Industry is a duopoly.
• High financial concentration in 1 company
• Samsung dominates the Android ecosystem.
• Established manufacturers are being squeezed.
• Smartphone designs have reached a plateau.
Current market analysis

The newly formed competitive structure of the

smartphone market can be divided into three market
segments:
(1) Hardware manufacturing
(2) Operating systems
(3) Content
 1. Smartphone manufacture hubs

Huawei
• Produces optical network transmission equipment in a plant in Chennai of South India
and manufactures wireless network equipments while\refraining from elaborating the
investment amount for the plant.
• Huawei also has started the building of self-developed research and development park
in Bangalore.
Lava
• U.P based mobile handset company.
• The company also has a manufacturing plant and intends to start end-to-end
manufacturing of mobile phones soon.
• Lava is also planning to set up a full-fledged R&D center in Bangalore soon.
Karbonn
• Mobile handset manufacturer based in Bangalore.
• Collaborated with leading semiconductor companies for their handsets.
• Exports its handsets to Africa, South Asia and Middle East countries.
Lemon
• Working with ODM and OEM partners.
• Innovation center in north India to design and develop handsets as per
trends in the Indian market.
LG
• Established in 1997, (South Korean Company).
• Market leader in consumer durables and recognized as a leading
technology innovator in IT and mobile communications business.
• Started in 2004, manufacturing unit in Haridwar in 2005.
• Presently Bringing handsets to India market from China under a
contractual manufacturing from a local vendor.

• Micromax manufacturing company located in Gurgaon.

• It has over 23 national and international offices.
• Micromax with a 19.1% share is the 2nd largest smartphone brand in terms
of shipments, closely following Samsung (25.3%).
Motorola
• US cellphone manufacturer Motorola has its handset manufacturing
facility at Sriperumbudur, Chennai.
• This includes GSM and CDMA mobile devices and networking equipment
such as base stations and system controllers.
Samsung
• Global leader in semiconductor, telecommunication, digital media and digital
convergence technologies.
• Leading producer of digital TVs, semiconductor chips, mobile phones and TFT-
LCDs.
• Has its mobile manufacturing unit in Noida (U.P) as sixth overseas manufacturing
unit in the world.
Spice
• Spice is one of the first Indian mobile device players.
• has multiple interests in the telecom, media and retail space.
• manufacture at its plant at Baddi, Himachal Pradesh.
ZEN MOBILE
• Aim- To provide quality products and services to customers in India,
• Started operations in 2009. It has tied up with a China based ODM, but it
designs phones locally.
• Actor Amitabh Bachchan is its brand ambassador.
• Local manufacturing is also one of its priorities and Zen is working
towards starting manufacturing locally.
2. Operating systems

Smartphone market has shifted from hardware to software:

Google, Apple, Blackberry, Microsoft have become the leaders in
this market for developing and providing operating systems to cell
phone manufacturers.
 iOS Vs Android

• Android devices have exceeded iOS,

continuously winning increasing market
share.
• Android users purchases lower cost
devices compared to Apple.
• Android might command the market,
but Apple has a grip over that smaller
part of the market share who is willing
to spend.
• Android might have the quantity, But
Apple has quality consumers.
3. Content

Content developers form another competitive axis because content is

provided to application stores.
Forecasts and analysis: Asia pacific

• Developed Asia–Pacific: 96% of handset

sales will be smartphones in
2018

• Emerging Asia–Pacific: 47% of connections

will be smartphones by
2018, and the market will continue to
grow steadily beyond the forecast
period
smartphone
non smartphone
Smartphone’s share
 Indian Smartphone Market Analysis

• Indian market is owned by

Samsung and Micromax.
• Market share of them combined is
52% of the Indian market .

• Micromax can be the leader in Indian market.

How Micromax become Indian market leader

• It launched his phone in every range.

• Despite manufacturing of smartphone by itself they relied on several
individual units worldwide like –
Borrow technology from SHENZHEN , CHINA.
• Sponsorship of cricket tournaments in asia pacific make it popular amongst
them .
• It attracts over 130000 outlets in india across 560 districts.
• Always rely on Free android for their phones
• Use pricing strategy of amazon in which price of final product is equivalent
to the individual components
- Large customer base - Low manufacturing Base
- Brand name - Focus on too many
- Technology products

- Competition
- Rising 3G uptake - Rapid change in technology
- Growing rural numbers - Saturated market in
- Growing tablet market Developed countries
Porter’s 5 forces Analysis

The threat of substitute products

3 Ts The threat of existing Rivals 3 Ts

The threat of new entrants

The bargaining power of customers

2 Bs 2 Bs

The bargaining power of suppliers

 Threat of Substitutes

• Low Buyer inclination to substitute

• High switching costs
• High price-performance ration (value)
Intensity of Existing Rivalry

• Fast Industry growth rate

• Low Product differentiation:
• High margins
• Brand identity
• High diversity of rivals
• Large industry size
• Exit barriers are low
Threat of New Competitors

• Strong distribution network required

• High capital requirements
• High sunk costs limit competition
• Strong brand names are important
• Advanced technologies are required
• Industry requires economies of scale
• Entry barriers are high
• High switching costs for customers
• Patents limit new competition
Bargaining Power of Suppliers

• Large number of substitute inputs

• High competition among suppliers
• Critical production inputs are similar
• Volume is critical to suppliers
Bargaining Power of Customers

• Increasing Buyer volume

• Increased price sensitivity
• Low threat of backward integration
• Low Product differentiation
• Low dependency on distributors
China Vs India
Majors in the market and their products
 contribution

The Indian mobile economy is growing rapidly and will contribute

approximately $400 Billion to India’s GDP.
Global GDP Contribution
Supply chain
Present Market share
 CONCLUSION : Smartphone Industry

o Tremendous technology has transformed the world.

o Exploded into market and became a part of popular culture.
o Revolutionized the communication between people.

o Instant access to information.

o Very popular due to its versatility.

(Advanced Photo sharing, Games, Internet services etc.)
o Parallel growth required so the product remains relevant.

o Constantly changing society will undoubtedly evolve

smartphones.

o Move with demands, otherwise entire industry will suffer.

o Endless opportunities.

o Applications give Smartphones an extra edge.

o Future is promising to the growth rate of industry.

Issues with Smartphone

• Battery Life
• Environmental
• Worker conditions
• Social
• Legal/Patent war
• Security
• Disturbing sleep
ORIGIN OF OTHER INDUSTRIES

• Accessories – Screen Guards, Phone Covers,

Earphone, Memory Cards etc.

• Speakers, Data Cables, Power Banks etc.

• Telecom Services (3G and 4G)

• Application Industry
 Employment status

Smartphone industry opens up so

many Jobs Domains and Helps in
the growth of Different
Industries and thus Creates a
huge margin of Jobs worldwide.
o In 2015, developed markets will almost complete their
transition to smartphones.

o Android remains the dominant operating system over the

forecast period.

o Smartphone market has become most competitive and

complex.

o Smartphone industry is dynamic.

o low margins for the majority.

Adverse effects of smartphones
THANK YOU