The value conscious Indian buyer will seek devices which meets their requirement of best-in-class technology/innovative products, which will enable them to access multimedia content, play games, browse the internet and also act as their style statement/quotient. And with this surge in aspirations of youth in small towns and tier II cities, who clearly understand their mobile device needs, will lead to a greater number of first time smart phones buyers. In fact the estimates say about 100-150 million Indians can interact in English, but beyond them, usage of smart devices in local languages will hold the key to future growth. And as Samsung already has an upperhand and is uniquely poised to leverage these opportunities in India.
Being a full range player, Samsung has extensive product portfolio across categories and price points. It offers value to consumers through unique services like Club Samsung, Vernacular support in 12 languages. Also, Samsung has one of the largest retail and distribution network in consumer electronics industry with more than 1.5lakh retail outlets and 2,800 service touch points. And all this makes it the No.1 smartphone and mobile manufacturer in India. In fact, According to Asim Warsi, Vice President, Marketing, Mobile business, Samsung India Electronics Pvt. Ltd. – “In the entire year 2014, we continued to lead the market with innovative and exciting offerings. Our volume market share in the smartphone market in the year was 35.7%, which is more than double than that of the next player, while our value share was 40.2%, which is more than four times the next player. The GfK data is based on actual retail sales in 50,000-plus population cities.”
And just yesterday International Data Corporation (IDC) India Smart Phone market observed shipment contraction in Q4 for the first time ever (quarter on quarter basis). This was largely owing to a high channel inventory at the beginning of the quarter amongst general trade which in turn was caused by the surge witnessed in online sales during festive season. Samsung maintained its leadership position in Q4 2014.