The total number of mobile phones in use, in India today is 26 million. There is no domestic player in the India mobile phone industry. The prominent brands in the Indian cellular phone industry are Nokia, Sony Ericsson, Motorola, and Samsung. Nokia has the single largest market share in India of 60%. I have focused my research on Nokia and also on one of its major competitor; Sony Ericsson since these are very prominent players in the Indian market. Nokia has saturated the urban market including the B and C class cities and is now targeting potentially untapped markets. Sony Ericsson on the other hand has chosen to focus its energies on the B and C class cities since which it had not ventured into so far. The customer analysis of this coursework highlighted that the upper segment of the population are the major consumers of mobile phones. Extensive research was conducted into the strategies being implemented for the rural market. The GSM market share outstrips that of the CDMA market. However, CDMA technology continues to grow but not as fast as GSM technology and thus, presents no significant threat. Nokia and Sony Ericsson segment the market on a similar basis. However, they have different interpretations of it.
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