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Mobile Phones Market
is on fire
Mobile phone is set to emerge as a major consumer durable,
almost double the size of air-conditioned market and roughly the same
size as the CTV market about seven years ago.
Mobile phone majors Ericsson, Nokia & Motorola along with a couple
of aggressive new entrants like Samsung and Panasonic are gearing up
to grab a piece of the action in the Indian mobile phone market.
Segmentation Strategies
of big three -
Ericsson, Nokia & Motorola
Ericsson
Ericsson classifies users into three segments:
The 'A' segment phones are the entry level products which are easy to
use and is represented by the A-101.
Model aimed at this segment :
Ericsson T-1018s costs around Rs 8,500
The R-segment phones are feature rich and targeted at techies.
Model aimed at this segment :
Ericsson R-320s costs around RS 31,995
The third segment known as the T-segment is aimed to those
who want some class in their cell phones.
Model aimed at this segment :
Ericsson T-10s costs around RS 10,995
Ericsson T-28s costs around RS 22,000
Nokia
The first segment are the 'High Fliers', who are defined as
corporate executives aged between 25 & 45 using a cellular phone
to increase their productivity at work. They are looking for business
related features like Fax & Data and are willing to pay a premium.
Models aimed at this segment :
Nokia 6110
Nokia 9110
Nokia 7110
The next segment is called the 'Trendsetter' consisting of
people interested in technology - the type who are the first to access
the Internet from a mobile phone.
Models aimed at this segment :
Nokia 9110
Nokia 7110
Nokia 8210
The third segment is called the assured segment - people sure
to buy a cellular phone and consists of CEOs, top industrialists and
high net worth individuals.
Model aimed at this segment :
Nokia 8850 costliest model around Rs.40000
The fourth segment is classified as the social segment which
uses the mobile phone to stay in touch.
Model aimed at this segment :
Nokia 5110 costs around Rs.9500
Nokia 3210 costs around Rs.11,999
Authorised Distributors : HCL Infosystems for North &
South, Supreme for East & West.
Motorola
Motorola's segmentation model is quite similar to Nokia's
though the names of the segments naturally differ.The techie segment
is called the 'Acompli' segment the sort which would opt for WAP-enabled
phones. The largest segment, called 'Timeport', use mobile phones to
stay connected in a work situation in order to increase productivity.
Model aimed at this segment :
Motorola L-708
Segment number three is called the V segment, where the phone
is a extension of your personality. It's for those who need to stand
out in a crowd. This consists of executives in the 25 to 35 age group.
The fourth segment is similar to Nokia's social contact segment
is called the 'Talkabout' segment.
Motorola plans two new products, the V-8088 and the L-708
plus in Jul-August'2000.
Apart from the big three, Samsung & Panasonic also have
substantial marketshare, though almost all their sales are in grey market.
The Samsung SGH-600 and Panasonic GD-90 both cost under Rs.15000.
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