Indian telecommunication Industry is one of the fastest growing telecom markets in the world. India is set to surpass US to become the second largest wireless network in the world with a subscriber base of over 300 million by April, according to the Telecom Regulatory Authority of India (Trai). The month of April 2008 will see India' wireless subscriber base that currently stands at 250.93 million surpassing that of the US to become the second wireless network in the world.
Achievements of Indian telecom industry:
•World's lowest call rates (2-3 US cents).
•Fastest growth in the number of subscribers.
•The world's cheapest mobile handset (US$ 17.2).
•The world's most affordable colour phone (US$ 27.42).
•Largest sale of mobile handsets
Investment in this industry worth about US$ 24 billion by 2010, going by industry estimates owing to the growing number of mobile subscribers, which is estimated to increase to 60 billion by 2012, according to Standard Chartered Bank, implying a mobile in the hands of every second person in the country.
TABLE 1: GSM AND CDMA SUBSCRIPTION AND ANNUAL INFO
YEARGSM SUBSCRIBERS (MILLIONS)GSM ANNUAL GROWTHCDMA SUBSCRIBERS (MILLIONS)CDMA ANNUAL GROWTH 20003.194%----
TABLE 1 : http://www.thebanyantree.co.in/default.htm
The entire primary research study was done in Bangalore and a quantitative protocol was used. This protocol involved data collection through opinion questionnaire. It gives us comparative opinions on issues ranging from choice of handset, brand association, triggers and apprehensions in relation to use of cellular phones.
The technique used for data collection was One-On-One interviews. The instrument for data collection, in the form of a ‘Structured Questionnaire’. The questionnaire had a mix of open ended and closed ended question in it. The open ended questions, which gave an added ‘qualitative feel’ to the instrument, provided the logic or rationale for the behavioural patterns and thus helped, generate insights.
The sample of the survey respondents comprised of teenagers and youths in the age group of 20-35 years, respondents, chosen on a random convenience sampling basis, were interviewed. The importance of identifying the target groups in terms of age or sex is self-evident for the analysis purpose.
In addition, to the primary research, secondary data was collated from articles published in magazines and also from World Wide Web.
To study the attitude of teenagers and youth, age groups 20-35 years, towards cellular phones.
Enumerate the usage patterns and arrive at peculiarities, gender-wise or age-wise.
Examine the way young people relate to the functionality of mobile phones.
Identify the different associations with cellular phones.
Investigate their awareness with regards to the recent launches of mobile handsets in the market.
THE CELL PHONE
The word mobile was in association with the Latin phrase ‘mobile vulgus’ i.e., excited crowd. Today’s mobile phones live up to these origins. Cell phone technology introduces new senses of speed and connectivity to social life. Today, a cell phone is transforming the way millions of people do business in a country where even landlines were a luxury barely a decade ago.
2.1 MARKET SHARE OF DIFFERENT COMPANY MOBILE PHONES
In the first quarter of 2010, 314.7 million handset were sold (worldwide) out of smart phones constituted 54.3 million units.
2.2 KEY INSIGHT FROM A REPORT BY GARTNER
Smartphone sales to end users reached 54.3 million units, an increase of 48.7% from the first quarter of...