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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
5
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_applications7/28/2019 17405921 Report on Mobile Handsets
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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-17/28/2019 17405921 Report on Mobile Handsets
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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_standards7/28/2019 17405921 Report on Mobile Handsets
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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_DoCoMo7/28/2019 17405921 Report on Mobile Handsets
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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/W3C7/28/2019 17405921 Report on Mobile Handsets
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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/Altitude7/28/2019 17405921 Report on Mobile Handsets
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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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