• About Us
• Capability Statement
• Marketing Consulting
• Insights
• Choose your options!
• Sports Licensing
• Contact Us!

Insights - The exploding mobile market in India.

Download a pdf of this Insight 

• From a mere 5 million subscribers just 9 years go, years ago, India is fast emerging as the fastest growing mobile subscriber market in the world. Arguably, India would overtake China in terms of mobile handset sales by the year 2015. This insight seeks to present an alternate viewpoint to one of the likely impediments to the continued growth of the mobile subscriber base.
• It is very clear that we "wear" our mobiles. The product category has quickly transcended the functionality of voice calls. Simultaneously, it is also clear that the plain vanilla mobile for voice calls is not going to be the most lucrative. The cosmetics of the mobile as also its enhanced functionality are both receiving increased attention from the handset manufacturers.
• 3 major "happenings" in the mobile space, herald the arrival of a new era."Number portability" is on the anvil, and if Europe and other nations are any indications, we expect that the 1st year churn in India could be to the order of 30-40% per month. Significantly,the churn is likely to include high value post paid customers.The scramble by new mobile service providers to obtain a national footrprint is a clear indication of opportunity that the new players see. The 2nd major "happening" in the mobile space is the imminent arrival of 3G.This will completely change the way that India uses cellphones. We see that in a very short period of time, there will be a huge influx of independent producers and the creation of short films/episodes in the 10 and 12 minute format that will offer us short entertainment while we commute, or wait in our endless queues. The 3rd major happening in the mobile space, will be the consolidation that is around the corner. With the liberalisation of MVNOs (Mobile virtual network operators), the choice of brands available to the customers will explode.Market shares will get fragmented across brands, and depth of usage will become the order of the day. We see the timing of these "happenings" making a deep and significant change in the mobile space.
• For the Indian market to explode into 800 or 900 million subscribers from the current, it is a certainty that women must be enlisted in large numbers and across age groups.
• Yet the predominant attire that women in India adopt, is the saree. And the large majority of them do not carry handbags.
• How will they carry their mobiles? Is there a major design opportunity to enable this?
• Will the mobile miniaturize itself and get incorporated into the earring or the watch?
• At nett10, we reflect. We think of possibilities. We enlarge the scope of our thinking beyond the "box", to bring "out of the box" ideas and concepts to our clients.