17405921 Report on Mobile Handsets

7/28/2019 17405921 Report on Mobile Handsets

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RESEARCH PROJECT REPORT

ON

EMERGING OF A MOBILE ADVERTISING

Submitted in partial fulfillment of the requirement for

three yearBACHELOUROF BUSINESS ADMINISTRATION

(SCHOOL OF MANAGEMENT SCIENCES, VARANASI)

SUBMITED TO SUBMITED

BY

Mr. Anupam Kumar Anulom

jaiswal

Reader, SMS B/13/027

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Acknowledgement

In the successful completion of this project inspiration

and guidance of many people was involved. A mere form of

acknowledgement would be demeaning the status of this

whole effort which has had the blessings and supervision of

the eminent person around me.

First of all I would like to thank whole heartedly Mr.

Anupam Kumar who was there to guide me at every step

during the course of this project. She gave me tips for the

improvement in project whenever required. Special thanks to

Prof. Pinak Nath Jha, Director,SMS for providing eminent

direction. Apart from this I feel indebted to all faculty

members of SMS, especially who have helped, developed the

right kind of attitude and scholastic excellence in me. Last

but not the least; I am very thankful to my parents, friends

and all those persons who made this research project

possible, for their consistent guidance and constructive

criticism.

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Anulom

Jaiswal

B/13/27

Table of Contents

Chapter No. Particulars

1 Introduction

2 Review of Literature

3 Research Methodology

5 Results and Findings

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6 Conclusion and Summary

7 Bibliography

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INTRODUCTION

MOBILE WEB

The Mobile Web refers access to the world wide web, i.e.

the use ofbrowser-basedInternet services, from a handheld

mobile device, such as a smartphone, a feature phone or a

tablet computer, connected to a mobile network or other

wireless network.

Traditionally, access to the Web has been via fixed-line

services on large-screen laptops and desktop computers.

However, the Web is becoming more accessible by portable

and wireless devices and according to ITU (International

Telecommunication Union) with current growth rates, web

access by people on the move via laptops and smart

mobile devices is likely to exceed web access from desktop

computers within the next five years.[1] The shift to mobile

Web access has been accelerating with the rise since 2007

of larger multitouch smartphones, and of multitouch tablet

computers since 2010. Both platforms provide better

Internet access and browser- or application-based user Web

experiences than previous generations of mobile devices

have done.

The distinction between mobile Web applications and native

applications is anticipated to become increasingly blurred, as

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http://en.wikipedia.org/wiki/World_wide_webhttp://en.wikipedia.org/wiki/Browser-basedhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Mobile_devicehttp://en.wikipedia.org/wiki/Smartphonehttp://en.wikipedia.org/wiki/Feature_phonehttp://en.wikipedia.org/wiki/Tablet_computerhttp://en.wikipedia.org/wiki/Mobile_networkhttp://en.wikipedia.org/wiki/Wireless_networkhttp://en.wikipedia.org/wiki/Landlinehttp://en.wikipedia.org/wiki/ITUhttp://en.wikipedia.org/wiki/Mobile_Web#cite_note-0http://en.wikipedia.org/wiki/Multitouchhttp://en.wikipedia.org/wiki/Tablet_computerhttp://en.wikipedia.org/wiki/Tablet_computerhttp://en.wikipedia.org/wiki/Web_applicationshttp://en.wikipedia.org/wiki/Native_applicationshttp://en.wikipedia.org/wiki/Native_applicationshttp://en.wikipedia.org/wiki/World_wide_webhttp://en.wikipedia.org/wiki/Browser-basedhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Mobile_devicehttp://en.wikipedia.org/wiki/Smartphonehttp://en.wikipedia.org/wiki/Feature_phonehttp://en.wikipedia.org/wiki/Tablet_computerhttp://en.wikipedia.org/wiki/Mobile_networkhttp://en.wikipedia.org/wiki/Wireless_networkhttp://en.wikipedia.org/wiki/Landlinehttp://en.wikipedia.org/wiki/ITUhttp://en.wikipedia.org/wiki/Mobile_Web#cite_note-0http://en.wikipedia.org/wiki/Multitouchhttp://en.wikipedia.org/wiki/Tablet_computerhttp://en.wikipedia.org/wiki/Tablet_computerhttp://en.wikipedia.org/wiki/Web_applicationshttp://en.wikipedia.org/wiki/Native_applicationshttp://en.wikipedia.org/wiki/Native_applications


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mobile browsers gain direct access to the hardware of

mobile devices (including accelerometers and GPS chips),

and the speed and abilities of browser-based applications

improve. Persistent storage and access to sophisticated user

interface graphics functions may further reduce the need for

the development ofplatform-specific nativeapplications.

Mobile Web access today still suffers from interoperability

and usability problems. Interoperability issues stem from the

platform fragmentation of mobile devices, mobile operating

systems, and browsers. Usability problems are centered

around the small physical size of the mobile phone form

factors (limits on display resolution and user

input/operating). Despite these shortcomings, many mobile

developers choose to create apps using Mobile Web. A June

2011 research on mobile development found Mobile Web the

third most used platform, trailing Android and iOS.[2]

However, some of the leading VAS providers like Comviva,

Onmobile have come a long way in overcoming tese

shortcomings in their latest mobile data solutions offerings.

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http://en.wikipedia.org/wiki/Mobile_browserhttp://en.wikipedia.org/wiki/Accelerometerhttp://en.wikipedia.org/wiki/Global_Positioning_Systemhttp://en.wikipedia.org/wiki/Integrated_circuithttp://en.wikipedia.org/wiki/Persistent_storagehttp://en.wikipedia.org/wiki/User_interfacehttp://en.wikipedia.org/wiki/User_interfacehttp://en.wikipedia.org/wiki/Software_developmenthttp://en.wikipedia.org/wiki/Computer_platformhttp://en.wikipedia.org/wiki/Native_modehttp://en.wikipedia.org/wiki/Application_softwarehttp://en.wikipedia.org/wiki/Interoperabilityhttp://en.wikipedia.org/wiki/Usabilityhttp://en.wikipedia.org/wiki/Computing_platformhttp://en.wikipedia.org/wiki/Mobile_operating_systemhttp://en.wikipedia.org/wiki/Mobile_operating_systemhttp://en.wikipedia.org/wiki/Mobile_phone_form_factorshttp://en.wikipedia.org/wiki/Mobile_phone_form_factorshttp://en.wikipedia.org/wiki/Display_resolutionhttp://en.wikipedia.org/wiki/Input/outputhttp://en.wikipedia.org/wiki/Input/outputhttp://en.wikipedia.org/wiki/Mobile_Web#cite_note-1http://en.wikipedia.org/wiki/Mobile_browserhttp://en.wikipedia.org/wiki/Accelerometerhttp://en.wikipedia.org/wiki/Global_Positioning_Systemhttp://en.wikipedia.org/wiki/Integrated_circuithttp://en.wikipedia.org/wiki/Persistent_storagehttp://en.wikipedia.org/wiki/User_interfacehttp://en.wikipedia.org/wiki/User_interfacehttp://en.wikipedia.org/wiki/Software_developmenthttp://en.wikipedia.org/wiki/Computer_platformhttp://en.wikipedia.org/wiki/Native_modehttp://en.wikipedia.org/wiki/Application_softwarehttp://en.wikipedia.org/wiki/Interoperabilityhttp://en.wikipedia.org/wiki/Usabilityhttp://en.wikipedia.org/wiki/Computing_platformhttp://en.wikipedia.org/wiki/Mobile_operating_systemhttp://en.wikipedia.org/wiki/Mobile_operating_systemhttp://en.wikipedia.org/wiki/Mobile_phone_form_factorshttp://en.wikipedia.org/wiki/Mobile_phone_form_factorshttp://en.wikipedia.org/wiki/Display_resolutionhttp://en.wikipedia.org/wiki/Input/outputhttp://en.wikipedia.org/wiki/Input/outputhttp://en.wikipedia.org/wiki/Mobile_Web#cite_note-1


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MOBILE INTERNET

Further information: Mobile browser, Wireless broadband,

and Mobile Internet growth

'Mobile Internet' refers to access to the Internet from a

mobile device, such as a smartphone or laptop via

integrated abilities or via an independent device (such as a

USB modem or PCMCIA card).

Today USB modems are HSPA (3.5G) modems. Many users

"tether" their smartphones to their laptop or personal

computer with the wireless device providing access to the

Internet via 3G, GPRS or CSD.

According to BuzzCity, there's a 30 percent increase of

mobile internet in a quarter from Q1 to Q2 2011. The four

countries that have advertising impression in total more than

1 billion in one quarter were India, Indonesia, Vietnam and

United States.[3]

Standards

See also: List of mobile phone standards

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http://en.wikipedia.org/wiki/Mobile_browserhttp://en.wikipedia.org/wiki/Wireless_broadbandhttp://en.wikipedia.org/wiki/Mobile_Internet_growthhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Smartphonehttp://en.wikipedia.org/wiki/Laptophttp://en.wikipedia.org/wiki/USB_modemhttp://en.wikipedia.org/wiki/PCMCIA_cardhttp://en.wikipedia.org/wiki/High_Speed_Packet_Accesshttp://en.wikipedia.org/wiki/Tetherhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/3Ghttp://en.wikipedia.org/wiki/GPRShttp://en.wikipedia.org/wiki/CSDhttp://en.wikipedia.org/w/index.php?title=BuzzCity&action=edit&redlink=1http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Vietnamhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Mobile_Web#cite_note-2http://en.wikipedia.org/wiki/List_of_mobile_phone_standardshttp://en.wikipedia.org/wiki/Mobile_browserhttp://en.wikipedia.org/wiki/Wireless_broadbandhttp://en.wikipedia.org/wiki/Mobile_Internet_growthhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/Smartphonehttp://en.wikipedia.org/wiki/Laptophttp://en.wikipedia.org/wiki/USB_modemhttp://en.wikipedia.org/wiki/PCMCIA_cardhttp://en.wikipedia.org/wiki/High_Speed_Packet_Accesshttp://en.wikipedia.org/wiki/Tetherhttp://en.wikipedia.org/wiki/Internethttp://en.wikipedia.org/wiki/3Ghttp://en.wikipedia.org/wiki/GPRShttp://en.wikipedia.org/wiki/CSDhttp://en.wikipedia.org/w/index.php?title=BuzzCity&action=edit&redlink=1http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Vietnamhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Mobile_Web#cite_note-2http://en.wikipedia.org/wiki/List_of_mobile_phone_standards


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Total data consumed by Opera Mini users worldwide from

2006 to mid-2008 in TB

Standards improve the interoperability, usability, and

accessibility of mobile web usage.

The Mobile Web Initiative (MWI) was set up by the W3C to

develop best practices and technologies relevant to the

Mobile Web. The goal of the initiative is to make browsing

the Web from mobile devices more reliable and accessible.

The main aim is to evolve standards of data formats from

Internet providers that are tailored to the specifications of

particular mobile devices. The W3C has published guidelines

for mobile content, and is actively addressing the problem of

device diversity by establishing a technology to support arepository of device descriptions.

W3C is also developing a validating scheme to assess the

readiness of content for the mobile web, through its

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mobileOK Scheme, which will help content developers to

quickly determine if their content is web-ready. The W3C

guidelines and mobile OK approach have not been immune

from criticism. This puts the emphasis on Adaptation, which

is now seen as the key process in achieving the ubiquitous

web, when combined with a device description repository.

mTLD, the registry for .mobi, has released a free testing tool

called the MobiReady Report (see mobiForge) to analyze the

mobile readiness of website. It does a free page analysis and

gives a Mobi Ready score. This report tests the mobile-

readiness of the site using industry best practices and

standards.

Other standards for the mobile web are being documented

and explored for particular applications by interested

industry groups, such as the use of the mobile web for thepurpose of education and training.

Development

The first access to the mobile web was commercially offered

in Finland in 1996 on the Nokia 9000 Communicator phone

via the Sonera and Radiolinja networks. This was access tothe real internet. The first commercial launch of a mobile-

specific browser-based web service was in 1999 in Japan

when i-mode was launched by NTT DoCoMo.

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http://en.wikipedia.org/wiki/.mobihttp://en.wikipedia.org/wiki/Mobiforgehttp://en.wikipedia.org/wiki/Finlandhttp://en.wikipedia.org/wiki/Nokia_9000_Communicatorhttp://en.wikipedia.org/wiki/TeliaSonerahttp://en.wikipedia.org/wiki/Radiolinjahttp://en.wikipedia.org/wiki/I-modehttp://en.wikipedia.org/wiki/NTT_DoCoMohttp://en.wikipedia.org/wiki/.mobihttp://en.wikipedia.org/wiki/Mobiforgehttp://en.wikipedia.org/wiki/Finlandhttp://en.wikipedia.org/wiki/Nokia_9000_Communicatorhttp://en.wikipedia.org/wiki/TeliaSonerahttp://en.wikipedia.org/wiki/Radiolinjahttp://en.wikipedia.org/wiki/I-modehttp://en.wikipedia.org/wiki/NTT_DoCoMo


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Evolution of mobile web standards

The Mobile Web primarily utilises lightweight pages like this

one written in Extensible Hypertext Markup Language

(XHTML) or Wireless Markup Language (WML) to deliver

content to mobile devices. Many new mobile browsers are

moving beyond these limits by supporting a wider range of

Web formats, including variants of HTML commonly found on

the desktop Web.

Top-level domain

The .mobi sponsored top-level domain was launched

specifically for the mobile Internet by a consortium of

companies including Google, Microsoft, Nokia, Samsung, and

Vodafone. By forcing sites to comply with mobile web

standards, .mobi tries to ensure visitors a consistent and

optimized experience on their mobile device. However, thisdomain has been criticized by several big names, including

Tim Berners-Lee of the W3C, who claims that it breaks the

device independence of the web: 1

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http://en.m.wikipedia.org/wiki/Mobile_Webhttp://en.m.wikipedia.org/wiki/Mobile_Webhttp://en.wikipedia.org/wiki/XHTMLhttp://en.wikipedia.org/wiki/Wireless_Markup_Languagehttp://en.wikipedia.org/wiki/Mobile_browserhttp://en.wikipedia.org/wiki/.mobihttp://en.wikipedia.org/wiki/Sponsored_top-level_domainhttp://en.wikipedia.org/wiki/Tim_Berners-Leehttp://en.wikipedia.org/wiki/W3Chttp://en.wikipedia.org/wiki/File:Mobile_Web_Standards_Evolution_Vector.svghttp://en.wikipedia.org/wiki/File:Mobile_Web_Standards_Evolution_Vector.svghttp://en.m.wikipedia.org/wiki/Mobile_Webhttp://en.m.wikipedia.org/wiki/Mobile_Webhttp://en.wikipedia.org/wiki/XHTMLhttp://en.wikipedia.org/wiki/Wireless_Markup_Languagehttp://en.wikipedia.org/wiki/Mobile_browserhttp://en.wikipedia.org/wiki/.mobihttp://en.wikipedia.org/wiki/Sponsored_top-level_domainhttp://en.wikipedia.org/wiki/Tim_Berners-Leehttp://en.wikipedia.org/wiki/W3C


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It is fundamentally useful to be able to quote the URI for

some information and then look up that URI in an entirely

different context. For example, I may want to look up a

restaurant on my laptop, bookmark it, and then, when I only

have my phone, check the bookmark to have a look at the

evening menu. Or, my travel agent may send me a pointer

to my itinerary for a business trip. I may view the itinerary

from my office on a large screen and want to see the map,

or I may view it at the airport from my phone when all I want

is the gate number. Dividing the Web into informationdestined for different devices, or different classes of user, or

different classes of information, breaks the Web in a

fundamental way. I urge ICANN not to create the ".mobi" top

level domain.

The Seventh Mass Medium

Since the first ringing tone was sold on the mobile phone in

Finland in 1998, the mobile has emerged as the seventh of

the mass media. Today a wide range of paid media content

is consumed on mobile phones ranging from 9.3 billion

dollars of music and 5 billion dollars of videogaming to

horoscopes, virtual gifts, jokes, news, adult entertainment,etc. Also like on all other media, advertising appeared onto

mobile when a free news service launched in Finland

sponsored by ads in 2000.

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In 2005, The Crazy Frog ringtone became the first mobile

ringtone to cross over into the mainstream music charts,

beating Coldplay for the Number 1 spot on the UK charts.[4]

Advertising

Main article: Mobile advertising

Advertisers are increasingly using the mobile Web as

platform to reach consumers. The total value of advertising

on mobile was 2.2 billion dollars in 2007. A recent study by

the Online Publishers Association reports that about one-in-

ten mobile Web users said they have made a purchase

based on a mobile Web ad, while 23% said they have visited

a Web site, 13% said they have requested more information

about a product or service and 11% said they have gone to a

store to check out a product.

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Limits

Social network service mobile graphical user interface

(Facebook)

Though Internet access "on the go" provides advantages to

many, such as the ability to communicate by email with

others and obtain information anywhere, the web, accessed

from mobile devices, has many limits,[5] which may vary,

depending on the device. However, newer smartphones

overcome some of these restrictions. Some problems whichmay be encountered include:

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Small screen size This makes it difficult or

impossible to see text and graphics dependent on the

standard size of a desktop computer screen.

Lack of windows On a desktop computer, the ability

to open more than one window at a time allows for

multi-tasking and for easy revert to a previous page.

Historically on mobile web, only one page can be

displayed at a time, and pages can only be viewed in

the sequence they were originally accessed. However,

apps exist for example Oceanus, and browsers such asOpera Mini[6] for Java ME, allowing multiple windows,

but sometimes a limited number, and not multiple

windows in the same screen.

Navigation Most mobile devices do not use a

mouselike pointer, but rather simply an up and down

function for scrolling, thereby limiting the flexibility in

navigation.

Lack of JavaScript and cookies Most devices do

not support client-side scripting and storage of cookies

(smartphones excluded), which are now widely used in

most Web sites to enhance user experience, facilitating

the validation of data entered by the page visitor, etc.

This also results in web analytics tools being unable to

uniquely identify visitors using mobile devices.

Types of pages accessible Many sites that can be

accessed on a desktop cannot on a mobile device.

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Many devices cannot access pages with a secured

connection, Flash or other similar software, PDFs, or

video sites, although as of 2011, this has been

changing.

Speed On most mobile devices, the speed of service

is very slow, often slower than dial-up Internet access.

Broken pages On many devices, a single page as

viewed on a desktop is broken into segments, which are

each treated as a separate page. Paired with the slow

speed, navigation between these pages is slow. Compressed pages Many pages, in their conversion

to mobile format, are squeezed into an order different

from how they would customarily be viewed on a

desktop computer.

Size of messages Many devices have limits on the

number of characters that can be sent in an email

message.

Cost the access and bandwidth charges levied by

cellphone networks can be high if there is no flat fee

per month.

Location of mobile user:

o if advertisements reach phone users in private

locations, users find them more distressful

(Banerjee & Dholakia, 2008)

o if the user is abroad the flat fee per month usually

does not apply

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Situation in which ad reaches user When

advertisements reach users in work-related situations,

they may be considered more intrusive than in leisure

situations (Banerjee & Dholakia, 2008)

The inability of mobile web applications to access the local

capabilities on the mobile device can limit their ability to

provide the same features as native applications. The OMTP

BONDI activity is acting as a catalyst to enable a set of

JavaScript APIs which can access local capabilities in a

secure way on the mobile device. Specifications and a

reference implementation[7] have been produced. Security is

a key aspect in this provision in order to protect users from

malicious web applications and widgets.

In addition to the limits of the device, there are limits that

should be made known to users concerning the interferencethese devices cause in other electromagnetic technology.

The convergence of the Internet and phone, in particular has

caused hospitals to increase their mobile phone exclusion

zones. A study by Erik van Lieshout and colleagues

(Academic Medical Centre, University of Amsterdam) has

found that the General Packet Radio Service (GPRS) used in

modern phones can affect machines from up to 3 meters

away. The Universal Mobile Telecommunications System

(UMTS) signals, used in 3G networks, have a smaller

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exclusion zone of just a few centimeters. Not surprisingly,

the worst offenders in hospitals are the doctors.[8]

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GPS NAVIGATION DEVICE

Bicycle navigation with Gosmore, an open source routing

software, on a personal navigation assistant with free map

data from OpenStreetMap.

A GPS navigation device is any device that receives

Global Positioning System (GPS) signals for the purpose of

determining the device's current location on Earth. GPS

devices provide latitude and longitude information, and

some may also calculate altitude, although this is not

considered sufficiently accurate or continuously available

enough (due to the possibility of signal blockage and other

factors) to rely on exclusively to pilot aircraft. GPS devices

are used in military, aviation, marine and consumer product

applications.

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http://en.wikipedia.org/wiki/Gosmorehttp://en.wikipedia.org/wiki/Personal_navigation_assistanthttp://en.wikipedia.org/wiki/OpenStreetMaphttp://en.wikipedia.org/wiki/Global_Positioning_Systemhttp://en.wikipedia.org/wiki/Latitudehttp://en.wikipedia.org/wiki/Longitudehttp://en.wikipedia.org/wiki/Altitudehttp://en.wikipedia.org/wiki/File:Gosmore_in_berlin_with_winCE_on_transonic_6000.jpghttp://en.wikipedia.org/wiki/File:Gosmore_in_berlin_with_winCE_on_transonic_6000.jpghttp://en.wikipedia.org/wiki/Gosmorehttp://en.wikipedia.org/wiki/Personal_navigation_assistanthttp://en.wikipedia.org/wiki/OpenStreetMaphttp://en.wikipedia.org/wiki/Global_Positioning_Systemhttp://en.wikipedia.org/wiki/Latitudehttp://en.wikipedia.org/wiki/Longitudehttp://en.wikipedia.org/wiki/Altitude


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GPS devices may also have additional capabilities such as:

containing maps, which may be displayed in human

readable format via text or in a graphical format

providing suggested directions to a human in charge of

a vehicle or vessel via text or speech

providing directions directly to an autonomous vehicle

such as a robotic probe

providing information on traffic conditions (either via

historical or real time data) and suggesting alternative

directions

providing information on nearby amenities such as

restaurants, fueling stations, etc.

In other words, all GPS devices can answer the question

"Where am I?", and may also be able to answer:

Which roads or paths are available to me now?

Which roads or paths should I take in order to get to my

desired destination?

If some roads are usually busy at this time or are busy

right now, what would be a better route to take?

Where can I get something to eat nearby or where can I

get fuel for my vehicle?

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Nokia leads Indian mobile handset

market but emerging brands

are a challenge

New Delhi: Even though Nokia retained the leadership in theIndian mobile handset market, the emerging brands are a

real challenge for the market leader, says IDC.

According to the market intelligence firm's India Quarterly

Mobile Handsets Tracker, 3Q 2010, December 2010 release,

the Finnish handset maker had the largest share of 31.5

percent in terms of units shipped during 3Q 2010, while the

emerging vendors garnered a combined share of 41.2 per

cent of the total shipments for the first time during the July-

Sep 2010 quarter.

The growth of the emerging vendors is reflected in their

numbers as well. While there were only 5 new vendors

representing a 0.9 per cent combined share of units shipped

in the January-March 2008 quarter, now Indias burgeoning

mobile handsets market has 68 new vendors.

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Brand-wise, Chinese brand GFive emerged as No. 2 player in

terms of unit shipments market share and Korean handset

manufacturer Samsung stood at No. 3 in 3Q 2010, added

IDC.

The India mobile handsets market continued to grow in 3Q

2010 as well to record a quarter-on-quarter (3Q 2010 over

2Q 2010) growth of 3.6 percent to touch 40.08 million units

in the quarter, according to the analyst firm. The year 2010

is expected to end with total mobile handset sales of 155.9

million units.

EMERGING MICROMAX HANDSET

Gartner research estimates that Indian handset sales will

hit 138.6 million units during 2010 - 10% of global sales for

the year - an 18.5% increase on last year. And it's just the

beginning, sales are expected to hit 206 million in 2014.

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Challenger brands taking on Nokia

While Nokia still leads the way with market share of 52%,

evidence shows that cheaper domestic challengers are

making a dent in their business. The Finnish company saw

their slice of the action shrink by 11.8% in 2009-10.

Others are feeling the squeeze, Sony Ericsson's share is

down to 3%, from 6% and Motorola's has dropped 2.5%, to

1% market share.

Is low-cost enough?

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On the back of heavy celebrity led marketing, low cost

brands includingMicromax (endorsed by Akshay

Kumar), Lava, Spice, Karbonn and Lemonnow control 10% of

the market. But competition is intense - there are believed to

be 50 local brands fighting it out - and despite the size of the

market, not all can survive.

While low cost entrants have a toehold in the market, "low

cost" wont be enough alone, more Indian consumers are

trading up to smart-phones and 3G devices. Gartner

conclude that 16.7% of mobile devices sold in India this year

will support 3G, up from 9.2% last year, this figure will leap

to 69% of sales by 2014.

Nokia set to hit back

Nokia also plans to take them on at the value end of the

market. The brand currently doen't offer a low cost touch

screen handsest but this will change. D. Shivakumar, MD of

Nokia India believes that, "when Nokia fills in that (gap),

there is no reason why consumers will not choose it".

Casting further doubt on lower cost rivals he says, "hit and

run tactics don't win".

Future outlook

Those domestic brands that do survive will focus on

innovation in line with market demand. Jaideep Ghosh of

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KPMG believes, "research and development will play a major

factor in the sustainability of the Indian brands".

While domestic brands have created emotional attachment

through use of celebrity endorsements the real challenge is

whether they can create credible higher value smart-phone

services.

In addition, they need to protect their hard fought share at

the lower end of India's value pyramid.

Categories:Telecoms Brands Consumerism R&D &

Technology

Tagged: 3G licenses, Gartner, Micromax, Indian

consumer, Lemon, Indian mobile penetration, Max, Indian

mobile phone subscription, KPMG, Indian mobile phone

market,Jaideep Ghosh, Karbonn, Consumerism, Indian

mobile phone growth, 3G, D. Shivakumar,

Micromax, Others Get Indias Number

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AFP/Getty Images

A salesman arranges Micromax mobile handsets at a

shop in New Delhi. Low-cost mobile phones made up for

40% of handset sales between April and June this year.

Indias telecom market has been fertile ground for foreign

mobile phone makers like Nokia, Sony and Samsung since

the beginning of its telecom revolution circa 1998. In a

cost-conscious market like India, it was only a matter of

time before local and lesser known manufacturers jumped

onto the mobile phone bandwagon, too.

Going by an IDC report emerging vendors like

Micromax, Maxx Mobile, Lava, Rage Mobile, Spice Mobiles

and GFive are fast-establishing themselves on the

Indian scene.

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Indias mobile handsets sales in the second quarter of this

year saw the number of cell phones purchased reach a

whopping 38.63 million a 6.3% increase on the previous

quarter, according to the report released by the market

intelligence and advisory firm yesterday.

Most notably, the market share for handsets made by new

vendors saw a steep rise from below 1% in the first

quarter of 2008 to 33% in the quarter ending June 30,

2010. New vendors are described at those that have been

in the market less than three years.

Most local and low-cost cell phone manufacturers have

gained from customizing their products for the rural

market.

They have been very innovative in terms of loading their

phones with a lot of applications like FM radio and dual

SIM card function even as they have maintained a

pricing structure which is very attractive to the Indian

buyer, Vishaal Bhatnagar, IDC India spokesman said.

Between April and June this year, 40% of the handsets

purchased were priced at below $50, according to the

firm.

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AFP/Getty Images

A cobbler talks on his cell phone at his shop in

Mumbai.

With 70% of Indias population living in villages and the

teledensity in its urban centers like Delhi, Chennai andMumbai having reached saturation point, customizing

handsets for first-time buyers seems like a smart

strategy.

Vikas Jain, business director at Micromax Informatics Ltd.,

says the companys main customer base lies in rural

India. Six in every 10 handsets that it sells are sold in

Indias villages.

One of our biggest achievements is that we were the first

ones to develop a phone that has a 30-day stand-by

battery, Mr. Jain said. Our founder got the inspiration for

it from a group of villagers standing in the afternoon heat

waiting to get their cell phones charged from a car

battery that was mounted on a bicycle.

The X1i Plus, which costs 2,000 rupees, or about $40, is

one of Micromaxs hottest selling phones. The company

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presently has 34 models, costing between 1,500 rupees

and 13,000 rupees, in the market.

The teledensity in first time buyer, rural markets is

sparse at about 25%. But, it is the area where one can

generate growth, Mr. Bhatnagar said. So, a phone which

has a torchlight or a long battery life or one that runs on

solar electricity, is instantly a practical attraction in a

place where there is a scarcity of electricity.

Bharti Enterprises has been the newest entrant in the lowcost handset market. It launched a range of mobile

phones under the brand name Beetel on Sept. 19,

priced between 1,750 rupees and 7,000 rupees.

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EMERGING LAVA HANDSET

LAVA Mobile, one of the fastest growing brands in Indian

mobile industry, has unveiled its new touch screen phone

A10, backed with stylish look and great features. The line

Separates the men from the boys is apt for the phone

because the sharp edges and stylish gun metal body of Lava

A10 give it a masculine appeal. Unique features like IPS

screen, great multimedia make it a really power packed

device. With the introduction of A10, LAVA has made its

place in competitive touch phone market. Following the

success of A9, A10 builds on Lavas reputation of coming up

with phone which are high on aesthetics and features.

Technical specs of LAVA a 10 are:

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Lava A10 Review

A10 would be a unique phone in touch screen segment as it

comes with the latest IPS technology. The IPS screen

provides a superior display with clear sharp images both for

still and motion pictures. Besides the superior display, IPS

Screen allows pictures and videos to be viewed at wide

angle till 178 degree. The wide viewing angle is particularly

useful when a group of people are viewing the same screen

from different angles.

Commenting on the launch of A 10, Mr. SN Rai, Co Founder &

Director, LAVA International Ltd., said, LAVA has always

been a trend setter in the consumer insight driven

innovations. Introduction of the touch screen phone with IPS

Technology will carry the same trend forward. As screen is a

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very important element in a touch phone we have

introduced IPS in A10 to provide a premium display

experience to our customers.

He added, There is a segment of men who prefer metal and

metallic look over plastic and colorful look. The phone has

been specially designed to keep this segment in mind. The

emerging Indian youth yarns for power packed performance.

Lava A10 fulfills both the need.

The device features metal body giving it a stylish masculine

look. Beneath the IPS Screen display pane, it has all the

features which users clamor for. The bright 3.0 inch multi

touch screen, with user friendly interface aims at providing

amazing touch experience. The state of the art A10 has two

prominent features, which make it a perfect entertainment

device- the impressive 3.2MP digital camera with flash and

Yamaha PA System for great quality of Music sound. This

Phone comes along with expandable memory support Up to

16 GB, which ensures enough space for your multimedia

files.

The product gives the user a truly personal internet

experience as it has inbuilt applications which would allow

the social network freaks to be in touch with their buddies on

Facebook, Twitter etc. along with access to email accounts.

The surprises dont end up here, as A10 is pre loaded with

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applications like Maps by Map my India facilitating you to

check every nuke and corner of our country, Java embedded

games and many more. The phone provides a thrilling

gaming experience as the inbuilt Gravity Sensor allows the

use to maneuver while playing mobile games.

Information technology is "the study, design, development,

implementation, support or management of computer-based

information systems, particularly software applications and

computer hardware." Encompassing the computer andinformation systems industries, information technology is the

capability to electronically input, process, store, output,

transmit, and receive data and information, including text,

graphics, sound, and video, as well as the ability to control

machines of all kinds electronically.

Information technology is comprised of computers, networks,

satellite communications, robotics, videotext, cable

television, electronic mail ("e-mail"), electronic games, and

automated office equipment. The information industry

consists of all computer, communications, and electronics-

related organizations, including hardware, software, and

services. Completion of tasks using information technology

results in rapid processing and information mobility, as well

as improved reliability and integrity of processed

information. It is a convenient term for including both

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telephony and computer technology in the same word. It is

the technology that is driving what has often been called

"the information revolution". Nowadays it has become

popular to broaden the term to explictly include the field of

electronic communication so that people tend to use the

abbreviation ICT (Information and Communication

Technology).

"Electronic and information technology" is a term used in

the 1998 amendments to Section 508 of the Rehabilitation

Act. The term is used to define the scope of products

covered under Section 508. Section 508 requires that

electronic and information technology that is developed,

procured, maintained, or used by the federal government

be accessible.

Electronic and information technology includes computer

hardware and software, operating systems, web-based

information and applications, telephones and other

telecommunications products, video equipment and

multimedia products, information kiosks, and office

products such as photocopiers and fax machines

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1.2 History

Information technology dates back to 5000BC, when people

started using alphabets as a medium of communication.

However, its actual emergence started with the first ever use

of the computer. The real modern mechanical computer was

conceived in 1822 by Charles Babbage. Then came the

electromechanical age in 1840s with the discovery of

different ways to harness electricity and the information was

converted into electric impulses. This led to the beginning of

telecommunication and telegraphy in late 1800s. As the

loading coil and vacuum tube made possible the early

telephone network, the wireless revolution began only

after low cost microprocessors and digital switching became

available.

Since then, four generations of computers have evolved.Each generation represented a step that was characterized

by hardware of decreased size and increased capabilities.

The first generation used vacuum tubes, the second

transistors, and the third integrated circuits. The fourth (and

current) generation uses more complex systems such as

Very-large-scale integration or System-on-a-chip.

Mobile rigs were the beginning of mobile phones for use in

vehicles such as taxicab radios, two way radios in police

cruisers, and the like. A large community of mobile radio

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users, known as the mobileers, popularized the technology

that would eventually give way to the mobile phone. The

concept of using hexagonal cells for mobile phone base

stations was invented in 1947 by Bell Labs engineers at

AT&T and was further developed by Bell Labs during the

1960s.

One of the first truly successful public commercial mobile

phone networks was the ARP network in Finland, launched in

1971.The first hand held mobile phone to become

commercially available was the Motorola DynaTAC 8000X,which received approval in 1983. Until the late 1980s, most

mobile phones were too large to be carried in a jacket

pocket, so they were usually permanently installed in

vehicles as car phones. With the advance ofminiaturization

and smaller digital components, mobile phones got smaller

and lighter.

1.3 Current scenario

Mobile phones have gained a lot of popularity and are the

considered to be great multimedia tools. Mobile phones are

being used for entertainment purposes due the introductionof new features everyday. They have become more than just

call making and receiving devices. Mobile phone handsets

now have more business-friendly applications that can

enhance anybodys business. With emerging technology,

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mobile phones have become more than communication

devices; they are the tools to stay ahead of competitors and

peers in the present times. Soon mobile phones will evolve

from communication tools to integrated communication

devices, media terminals, credit cards, and remote controls.

1.4 Global mobile handset market

The phenomenal rise of the mobile phone has seen its imagechange from a yuppie status symbol to a daily essential.

Along the way, it has created thousands of jobs, changed the

way we do business, and made an awful lot of money for

investors. Today Key Handset technologies include GSM,

CDMA, and 1xEV-DO, WiFi VoIP, TDMA, 3G, 4G and Blue

Tooth. Worldwide mobile phone sales cruise to 990.8 million

units in 2006, up a hefty 21.3% from 2005s 816.6 million

units. The estimated growth figures are6.4% in 2007, 4.8%

in 2008 and 2.6% in 2009. Notwithstanding the gradual

decline in the growth figures, the annual handset sales are

predicted to reach more than US $ 3 Billion by 2009.The

total number of mobile phone subscribers in the world was

estimated at 2.14 billion in 2005.

Around 80% of world's population have mobile phone

coverage as of 2006. This figure is expected to increase to

90% by the year 2010. With the periodic introduction of new

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features and multimedia tools in the mobile handsets due to

technological advances, more and more people in the Asian

continent fancy buying them. There are many diversities and

complexities in the Asian mobile handset market due to

types of customers, government regulations,

regional/geographical wireless infrastructure, and the

purchasing power. Basically, the Asian market looks at the

mobile handsets as status symbols. The market is seen best

for the low-end phones, but there is a huge rise in the

demand for flashier and costlier phones. India, China, Korea,and Malaysia are fast evolving as the biggest markets for

mobile handsets and in coming years they will mainly carry

on the global handset sales.

1.5Major Global Players

Table 1.1: showing market share of major global

players of mobile phones in 2008

Company 2008 Market Share

(%)Nokia 39

Samsung 15.6

Motorola 12.7

Sony Ericcson 9.1

LG 7.7

BenQ Mobile 2.4

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Others 13.5

Total 100.0

Nokia Corporation is currently the world's largest

manufacturer of mobile telephones. It produces mobile

phones for every major market and protocol, including GSM,

CDMA, and W-CDMA (UMTS).The corporation also produces

telecommunications network equipment for applications

such as mobile and fixed-line voice telephony, ISDN,

broadband access, voice over IP, and wireless LAN.

Nokia's Mobile Phones division provides the general public

with mobile voice and data products across a wide range of

mobile devices. The division aims to target primarily high-

volume category sales of mobile phones and devices, with

consumers being the most important customer segment.

Nokia believes that design, brand, ease of use and price are

mainstream mobile phones' most important considerations

to customers. Nokia's product portfolio includes camera

phones with features such as megapixel cameras which

appeal to the mass market.

Motorola is an American multinational communications

company based in Schaumburg, Illinois, a Chicago

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suburb.Most of Motorola's products have been radio-related,

starting with a battery eliminator for radios, through the first

walkie-talkie in the world, defense electronics, cellular

infrastructure equipment, and mobile phone manufacturing.

Motorola has recently been regaining market share in the

cellular-phone business from Nokia, Samsung, and others

due to stylish new cellular phone designs.

Samsung Electronics is one of the world's largest IT

companies by revenue. The company also claims to be have

the highest brand value among consumer electronics

companies. Headquartered in Seoul, South Korea, it is part of

the Korean Samsung Group, operating in approximately over

100 countries.It is the number 1 mobile phone manufacturer

in Asia.

Sony Ericsson is ajoint venture established in 2001 by the

Japanese consumer electronics company Sony Corporation

and the Swedish telecommunications company Ericsson to

make mobile phones. Both companies have stopped making

their own mobile phones. The reason for this merger is to

combine Sony's consumer electronics expertise with

Ericsson's technological leadership in the communications

sector.The company's global management is based in

Hammersmith, London. It also has research & development

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teams in Sweden, Japan, China, Canada, the Netherlands,

the United States,India and the United Kingdom.

LG Electronics is one of the world's leading electronics

companies. It is part of the Korean LG Group, operating in

approximately 80 countries. Its mobil phones division

provides CDMA, GSM, 3G Handsets.

BenQ-Siemens is the mobile communications subsidiary of

Taiwanese BenQ Corp.. The division was formed out of

BenQ's acquisition of the struggling Siemens mobile group in

2005. The stated goal of the company is to pull together

BenQ's lifestyle experience, their renowned design team and

Siemens' engineering capabilities to create a new leader in

the mobile communications arena. The newly-formed

company won the most iF design awards in 2006, and also

won many design awards in Germany's reddot competition.

1.6 Mobile Handset Market in India

The cell phones industry has shown a remarkable growth inthe last decade. In 1989 the number of its subscribers was

zero in India. Indias love affair with cell phones started in

the mid-1990s, as the mobile revolution took hold and India

had just 10 million mobile and landline connections. Delhi

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was the first state to launch cell phones in India. Growth

then soared in the last four years due to regulatory change

and falling costs of calls and handsets. Indias wireless

market is a test bed for alternative infrastructure, handsets,

billing systems, business models and marketing strategies

that will likely prove applicable to other developing

countries.

On a numerical basis, India is the biggest growth market

adding about 6 million cell phones every month. CAGR formobile phones is 86% in India. It is one of the fastest

growing mobile markets in the world; in April 2006 mobile

subscriber base crossed 100 million mark. This has been

accomplished by rethinking handsets, network

infrastructure, enhanced services and content. More than

two-third of mobile subscriptions are with GSM operators and

rest with CDMA. India has one of the lowest mobile phone

tariffs in the world resulting in low Average Revenue per

User (ARPU) of 9.04 USD per year (CDMA 5.74 USD and GSM

8.89 USD).

Indian land area covered by mobile networks is approx 30%.

CAGR of Mobile Market Value for 2004- 2009 is 36.9%.With

156.31 million cell phones; teledensity in the country is still

low at 17.45%. Fewer than eight in every 100 Indians use

mobiles, compared with China's 30 per cent. In India, about

13 percent of people have cell phones which has increased

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from 8% in 2005 and is expected to reach 40 percent within

a few years. A lack of investment in the infrastructure

needed to support landline services means there are only 50

million fixed-line users in the country, leaving the stage set

for mobile operators. India is expected to have the third

largest mobile user base, behind China and the US, by the

year end and will become the second largest market of

mobile handsets by 2010. Indian cellular market would

account for 11% of the overall Asia Pacific and Japan market

by 2009 and is expected to reach 500 million subscribers byend of 2010 with CAGR of 33.7% for 2004- 2010.

Fig. 1.1 Indias mobile subscriber base

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1.7 Major players in India

The major players in the handsets segment in India include

Nokia, Motorola, Sony Ericsson, Samsung, LG, Philips,

Panasonic, Bird, Sagem and BenQ. Nokia has retained the

top slot in Indian market with 70 % share, while US giant

Motorola has 15 % share and Sony Ericsson has gained

around 8% share this year. Samsung has 5% share and LG

has 1.8% share.

Fig. 1.2 market share in percentage of the mobile

phone players in India

market share %

70

15

85 1.8 0.02

nokia motorola sony ericsson samsung LG others

1.8 Consumer Buying Behavior

Every body in the world is the consumer. Each of us buys

and sells or consumes goods and services in the life.

Consumer behavior is very complex and is determined to a

large extent by social and psychological factors. Consumer

behaviour can be defined as those acts of individuals directly

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involved in obtaining, using and disposing of economic goods

and services.

The relevance and importance of understanding consumer

behaviour is rooted in the modern marketing. The needs of

not even two consumers are the same. Therefore, they buy

only those products and services, which satisfy their wants

and desires. To survive in the market, a firm has to be

constantly innovating and understand the latest consumer

needs and tastes it will be extremely useful in exploiting

marketing opportunities and in meeting the challenges that

the Indian market offers. A study of consumer behaviour is

significant for regulating consumption of goods and thereby

maintaining economic stability. Within the broad framework

of marketing, the area that entices the most researchers is

the study why a consumer behaves in a particular way. The

complexity of the behavior, however, varies with the nature

of the product and the need, which it is required to satisfy.

The study of consumer behavior is the study of how

individuals make decisions to spend their available resources

on consumption of related items.

Consumer behavior is an applied discipline. Its application

exists at two different levels of analysis. One is at the micro

level perspective and other at the macro level perspective.

Micro level seeks application of the knowledge faced by the

individual, firm or an organization. The macro perspective

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applied knowledge of consumer includes the aggregate level

of problem faced by large groups or by society as a whole.

Consumer behavior provides a sound basis for identifying

and understanding consumer needs. It is the act of the

individuals directly involved in obtaining and using economic

goods and services.

The study of consumer behavior is an essential component

of marketing. The adoption of marketing concept by the

marketers provides the impetus for the study of consumerbehavior.

Incase of New Product Introduction in the market, there is a

risk of product failure. To increase the chances of success of

new products, better information of the consumer behavior

is required. Their desires, tastes and preferences are to be

taken care of. So from all these aspects the study of

consumer behavior is important.

1.9 About the Project

The importance of cell phones goes way beyond the ability

to make or receive phone calls. Today's technically

advanced cell phones can perform as many or even more

tasks than a home computer. They are capable of internet

access, sending and receiving photos and files, storing data,

to name just a few of the available options. So a question

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arises as to why different people choose different brands and

what are the features they look for while purchasing a

mobile handset.

Hence a study was undertaken in Varanasi city among the

mobile phones owners. Known as the "Manchester of India",

Varanasi is a major industrial and educational center of

northern India, and is the crossroads of many different

cultures.It provides a scope to understand the consumers

buying behavior towards the mobile hand sets. The

increasing importance of cell phones has made them almost

a necessity for most people. Mobile penetration is on rise. It

has even exceeded landline connections. Since various

brands of mobile phones are in the market for quite a long

time, their performance provides sufficient data for study.

The results of the study would give the mobile

manufacturing companies an insight about the preferences

of the consumers and also their expectations from the

mobile phones. This would help the companies to

understand the potential of the market and target the right

consumers.

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1.10 Objectives of the study are:

1. To examine the factors those influence the customer

choice while purchasing a mobile hand set.

2. To know which features in a particular brand are

preferred by the mobile phone users.

3. To find out what additional features are demanded by

consumers.

4. To study the satisfaction level of mobile phone users.

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2 Review of Literature

Business Today (May 3, 09) In India the number of

mobile subscribers will crooss 400 million ,making it the

worlds second largest markrt.next revolution, the

mobile phones has moved from being a simple

communication tool to an all round entertainment &

informmation devices. Services are being enabled

increasingly by more & more powerful processors

onboard mobile devices. 10% of the 1.2 billion handsetssold in 2008 as smartphones.

The Economics Times (Apr 2008) B K Modi

controlled Spice Mobiles today launched the first Indian

branded 3G and CDMA200 handsets in technological

collaboration with Qualcomm and said it is targeting

half a million of these handset sales in the current

fiscal. We aim to sell four million standard handsets in

the current fiscal and target half a million 3G handsets

sales separately", Spice Mobiles Vice President Dilip

Modi said. C-810 (the CDMA enabled handset) is priced

at Rs 6500 while the GSM 3G handset is priced at Rs

8500.

Informa Telecoms and Media (Mar. 09) predicts the

global mobile market is expected to add more than 1

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billion subscribers and reach almost 3 billion overall or

43 percent penetration by the year 2010. While Asia,

the Middle East and Africa will experience the highest

growth rates, Informa reports "several countries are

already reporting penetration rates of over 100% and

Western Europe's regional penetration is set to breach

100% in a couple of years."

Indian Cellular Association (March 09). says that a

record addition of 15 million new telecom subscribers inJanuary 2009 has cheered the mobile handset market.

After a lacklustre 2008 when the Indian cellphone

market saw near flat sales growth, the handset turf has

grown 10% in January, claims the apex national body of

handset vendors.

Strategy Analytics offered their thoughts on the

potential global mobile market, predicting the

"worldwide cellular user base will increase from 1.7

billion at the end of 2005 to 2.5 billion by the end of

2010, a 38 percent penetration rate."

Union Budget 2008-09 , Mobile phone users would

now have to shell out more money for buying new

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handsets, with the government proposing to levy one

per cent excise duty on them.

Phil Kendall at Strategy Analytics, commented,

"Voice usage will increase from 5.6 trillion minutes in

2005 to 12.6 trillion in 2010. GSM-based systems will

continue to dominate the cellular landscape, accounting

for 81 percent of subscribers and 76 percent of service

revenues in 2010, though CDMA's more rapid evolutionto 3G will see it dominate 3G subscriber volumes in the

medium term. "

Sony-Ericsson has emerged as the top company for

the second consecutive year in overall satisfaction by

mobile handset users, edging out market leader Nokiaand Motorola, according to a survey. Motorola is No 2

on overall satisfaction score, displacing Nokia to the

third place.

Source:

http://economictimes.indiatimes.com/articleshow/2827028

.cms

DoT to Telcos (Oct 08) Concerned over security

lapses in the use of cell phones without proper security

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codes, government has asked mobile operators to

strictly ensure that calls are not processed on such

handsets that cannot be tracked by sleuths. The

security code known as International Mobile Equipment

Identity (IMEI) is a 15-digit number unique to a mobile

handset and this can help in tracking or blocking of the

mobile phones.

Chapter 3

RESEARCH METHODOLOGY

This chapter describes the research methodology adopted to

achieve the objectives of the study. It includes the scope of

the study, research design, collection of data, analysis of

data and limitations of the study.

3.1 Scope of the study

The scope of the study is to get the first hand

knowledge about the buying behavior of consumers towards

different brands of mobile handsets in Varanasi city. The

scope is restricted to study the factors affecting the

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preference of consumers while choosing a mobile handset in

Varanasi city only. This is done to avoid perceptual bias and

for providing objectivity to the study.

3.2 Research Design

The research design constitutes the blueprint for the

collection, measurement and analysis of data. It is the

strategy for a study and the plan by which the strategy is to

be carried out.

The research design of the project is descriptive as it

describes data and characteristics associated with the

population using mobile phones. Descriptive research is used

to obtain information concerning the current status of the

phenomena to describe "what exists" with respect to

variables in a given situation.

3.3 Data Collection

3.3.1Primary Data

Primary data is that data which is collected for the first

time. It is original in nature in the shape of raw material. For

the purpose of collection of primary data, a well structuredquestionnaire was framed which was filled by the

respondents. The questionnaire comprises of close ended as

well as open ended questions. In close ended questions

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dichotomous, ranking, likerts scale, checklist questions and

multiple choice questions are used.

3.3.2Secondary Data

Secondary data is the data which is already

collected by someone. They are secondary in nature and are

in shape of finished product. Secondary data was collected

so as to have accurate results. Required data was collected

from various books, magazines, journals and internet.

3.4 Sampling Design

Sampling refers to selecting some of the elements in a

population by which one can draw conclusions about the

entire population.

3.4.1 Universe

Universe is the infinite number of elements which the

researcher is targeting in his study. Since the study is

restricted to Varanasi city the universe for the study consists

of all the mobile phone owners in Ludhaina.

3.4.2 Population

Population is finite number of elements which the researcher

is going to target in particular area. All the mobile phone

owners in Varanasi city form the population for the study.

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3.4.3 Sampling Unit

Sampling Unit is the single unit of the population. A single

individual who owns a mobile phone form the sampling unit

of the study.

3.4.4 Extent

Extent refers to the geographical area where there is a

scope of population. The extent of the study is Varanasi City.

3.4.5 Sampling Technique

The selection of the respondents was done on the basis of

convenience technique based on the non probability method

of sampling.

3.4.6 Sample size

Sample size is the size of sample drawn from the population

which is the true representative of the research.

The number of respondents included in the study was 100

for convenience in evaluating and analyzing the data and

because of time constraint.

Limitations of the study

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Sincere efforts have been made to collect authentic

and reliable information from respondents, however the

report is subject to following limitations:

i. Some respondents were reluctant to give the

information, so their responses may be biased.

ii. Time could be a major limitation as it may have

affected the inferences drawn in the study. Only 100

respondents have been contacted due to time

constraint.

iii. Sample may not be the true representative of the

universe.

iv. Study was conducted in Varanasi only. So the results of

the study may not be applicable in other areas.

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FINDINGS OF THE STUDY

1. Nokia is the most popular and widely used brand by the

people of Varanasi city.

2. Brands like Motorola and Sony Ericsson are also gaining

ground with regard to popularity but they are mostly liked

by the young generation.

3. 64% of the respondents used same brand earlier. It shows

that most of the population of Varanasi is brand loyal.

4. But on the other side 36% of response depicts the fact

that people constantly switch from one brand to another

on the dearth of new features and advance technology.

5. Mobile phone is no more a status symbol now for the

people of Varanasi city. It has increasingly become a

necessity to reduce communication gap and to maintain

mobility. It has also become an important tool for people

specially the working population to carry business

transactions easily and quickly.

6. It is clear from the above that people of Varanasi give

due importance to factors like features, appearance and

brand of mobile phones while making purchase decision.7. Price comes after the satisfaction of above factors and

easy to carry facility is least considered during purchase

decision.

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8. Its clear that people in Varanasi buy a particular brand of

mobile hand sets on the basis of the positive report about

their performance received from their friends and family

members who already own that brand.

9. Advertisements also play an important role in influencing

the buying decision of the people in Varanasi.

10. Besides receiving and makings calls and SMS people in

Varanasi are also using mobile for listening music and

camera.

11. Use of mobile for games has significantly reduced. Andstill people are not accustomed with the use of internet

on their mobile phones.

12. As far features of mobile phones are concerned its

clear from above that people in Varanasi give more

preference to the features of data storage and personal

information management. GPRS is the least preferred

feature in the mobile phones.

13. People in Varanasi city prefer to spend between Rs.

5000 and Rs. 15000 on a mobile phone. It again depicts

that mobile phones are no longer a status symbol now

and has become necessity.14. People of Varanasi city agree that factors like

repairability and availability of spare parts are important

to consider while making buying decision for a brand of

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mobile phone. But as far as promotional activities are

concerned they are neutral towards this factor.

15. Most of the population is satisfied with their existing

brands. The main problem faced otherwise is related to

the battery life of a mobile hand set.

16. People in Varanasi city require additional features of

Wi-Fi, Windows, TV and Video Conferencing in their

mobile phones. It depicts that people here are techno

savvy and want to use innovative features.

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CONCLUSION AND SUMMARY

The Mobile phone represents the convergence instrument of

the future.It have become a necessity for many people

throughout the world. The ability to keep in touch with

family, business associates, and storing data are only a few

of the reasons for the increasing importance of mobile

phones. Cell phone manufacturers have produced a wide

range of cell phones, which sell for prices that range from

very inexpensive to thousands of rupees.

The above findings and results reflected the preferences,

expectations and satisfaction level of mobile phones users in

Varanasi. The study would help the companies in

understanding the factors that influence the purchase

decision of the consumers and their expectations from the

mobile handsets. The results of the study indicate that

mobile phones are no longer the status symbol for the

people of Varanasi. Brand and features in a handset are

preferred over their prices. People here are techno savvy

and require new innovative features in mobile phones every

new day.

Since the study was restricted to the Varanasi city so the

there is need to study more in other cities to get the clear

view of the findings.

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BIBLIOGRAPHY

Next Mobile Revolution, Business Today, May 3,2009 page

42-57

Rural To The Rescue, Business Today ,Aprail 5, 2009, page

46-53

Research Methology by C. R. Kothari

Selveraj et al, Study on consumer behaviour towards cell

phone users in Thupookudi

City, Indian journal of marketing, Vol. xxxv, No. 5, May2005,Pg. 23-28

T3-tomororw technology today, Vol.1, Issue 2, Jan. 2007

http://www.wirelessdesignasia.com/article-

8488globalmobilehandsetshipmentgrew17yoy-Asia.html

http://www.forbes.com/feeds/businesswire/2009/04/24/busin

esswire123735951.html

T3-tomororw technology today, Vol.1, Issue 2, Jan. 2007

http://digital-lifestyles.info/2007/03/05/worldwide-mobile-

phone-sales-grow-21-in-2006/

http://www.gartner.com/it/page.jsp?id=501734

http://en.wikipedia.org/wiki/Mobile_phones

http://www.rncos.com/Report/COM02.htm

http://economictimes.indiatimes.com/News/News-By-

Industry/Telecom/Mobile-handset-sales-pick-up-after-

drought/rssarticleshow/4180130.cms- 40k- -Cached-

Similar Pages

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http://www.dailyindia.com/show/121503.php/India-to-be-

second-largest-mobile-market-by-2010:-Nokia

http://www.zinnov.com/presentation/Mobile_VAS.pdf
http://www.zinnov.com/presentation/Mobile_VAS.pdfhttp://www.zinnov.com/presentation/Mobile_VAS.pdf

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17405921 Report on Mobile Handsets