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Smartphones

Call drop: inside the slow, painful commoditisation of India’s mobile-phone business

No innovation and obsession with pricing is stifling the market once touted to be the promised land for manufacturers.
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soumyagupta
29 Jan 2019 6 Mins Read 0 comment
A man speaks on a mobile phone outside a shop advertising cellphone repair in Mumbai on July 14, 2015. Getty Images
A man speaks on a mobile phone outside a shop advertising cellphone repair in Mumbai on July 14, 2015.
Did Micromax — remember the name? — just pull off the rarest of feats in the mobile-phone business: coming back from the dead? After being knocked out of the top five phone makers’ list as per IDC data, Micromax made a surprise re-entry in the third quarter of FY18. It had captured 6.9% market share, with a hefty 77.3%
in the market compete on the same few features — larger screens, thinner bezels, number of cameras, and RAM. Lack of new features and innovations to sell phones on will turn Indian customers to pick a brand based on price and easy availability. Even rockstar launches may not be enough to change that. ( Graphics by Sadhana Saxena)
Did Micromax — remember the name? — just pull off the rarest of feats in the mobile-phone business: coming back from the dead? After being knocked out of the top five phone makers’ list as per IDC data, Micromax made a surprise re-entry in the third quarter of FY18. It had captured 6.9% market share, with a hefty 77.3% in the market compete on the same few features — larger screens, thinner bezels, number of cameras, and RAM. Lack of new features and innovations to sell phones on will turn Indian customers to pick a brand based on price and easy availability. Even rockstar launches may not be enough to change that. ( Graphics by Sadhana Saxena)

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