NEW DELHI: Samsung has emerged as the most successful mobile brands in the first decade of smartphones in India, followed by Cupertino-major Apple and HTC, according to the CMR Mobile Industry Consumer Insight (MICI) Report.
Almost all respondents (97%) recalled Samsung when probed on the names of successful premium smartphone brands in the last decade. Apple and HTC secured 85% and 78% recall respectively, the findings revealed.
Sony, BlackBerry and Lenovo were the other top-recalled brands, according to the report.
Samsung’s success was attributed to its reliability and dependability (72%) and industry leadership (71%), according to findings.
Apple was ranked as highly innovative (78%), with good design and looks (76%) and a high dependability factor (72%).
HTC’s success, on the other hand, was largely attributed to its innovativeness (76%), design and looks (76%), and up-to-date technology (72%).
“In the last decade, numerous mobile handset players have entered the Indian market. However, only a few of them have been able to survive in this fiercely competitive market. There has been an evolution in the mindset of the Indian consumers. When it comes to buying new mobile phones, they have become more discerning and demanding,” Apalak Ghosh, Principal Analyst, Industry Consulting Group, CMR said in a statement.
The CMR report cites technological innovations, cutting-edge design, and branding as key factors that helped these premium smartphone brands achieve a leadership position. The agency said that it conducted a comprehensive quantitative study of premium smartphone users in metro cities of New Delhi, Mumbai, Kolkata and Bengaluru in the age bracket of 26-45 years.
Faisal Kawoosa, Principal Analyst, Industry Intelligence Group, CMR said that Indian customers with premium smartphones use multiple applications at the same time with the expectation that the applications perform seamlessly.
“To support the same, consumers today are looking for premium smartphones with higher RAM and processor for faster functioning and a longer battery life. To sustain their competitive position going forward, the mobile phone players must cater to the evolving needs of the smartphone users,” he added.
Kawoosa further added that for their future smartphone, consumers are expecting a lot of new features focused on utility as well as entertainment. “These include, among others, seamless voice control, virtual reality as well as in-built projectors.”