Speech Recognition Technology Enabled Mobile Phone In Indian Summaryardubey

A Presentation by:Sumeet Rauniyar

Summer Trainee – Siemens Information Systems Limited.Pursuing MBA from Graduate School of Business &

Administration, Greater Noida

Objective of the topic.

Research methodology adopted

Mobile owner vs. Non mobile respondents, their

demographic comparison.

Effect of age, education & income on mobile ownership.

Emerging prospects

SRT enabled device and SRT-VAS tentative expenses.

SRT enabled device & SRT-VAS ratings and its impact on

decision making.

Conclusion and recommendations.

To study and analyze Indian mobile & VAS market

especially in rural area.

To know about the mobile interface and knowledge of the

rural as well as semi-rural Indian population.

To study how the SRT device & VAS will help Indian mass

in making mobile interface easier for them.

Can SRT enabled device be tool to induce non-mobile

rural Indian having less or no interface with mobile device.

Questionnaire Method: with open-ended and close-ended questions.

Sample to be collected from rural areas.

Direct interaction with rural population either own mobile or not.

Sample Size -200

Data under consideration of this study-190

Sample having mobile-91

Sample not having mobile-99

District Visited for data collection- Bulandshahar-Khurja, Varanasi and Azamgarh (12 villages in all)

Village excursion

for data collection

A DETAILED PROFILING OF BOTH TYPE OF

SAMPLES

MOBILE OWNER (48%) NON-MOBILE (52%)

80% population having mobile is

between 16-35 age group.

20% are above 35 year age.

The mean age is 28 year.

58% lie between 16-35 age

group.

42% non-mobile respondents are

above 35 year age.

Mean age is 35 year

AGE

DISTRIBU

TION

MOBILE OWNER NON-MOBILE

Majority of sample having own mobile

(55%) lie between 2001-5000 income groups.

16% mobile holder has income above INR

5000.

Mean income of whole sample is INR 3600

38% non-mobile population has income

below INR 2000.

Only 11% non-mobile respondent has

income above INR 5000.

Mean income of whole sample is INR

2600

INCOME

DISTRIBU

TION

MOBILE OWNER NON-MOBILE

48% sample is of

Farmer/Labor/Housewife/Unemployed.

Rest 52% is of

Shopkeeper/Servicemen/Student.

51% sample is of

Farmer/Labor/Housewife/Unemployed.

Rest 49% is of

Shopkeeper/Servicemen/Student.

OCCUPAT

ION

DISTRIBU

TION

MOBILE OWNER NON-MOBILE

Majority of sample (43%) have

education between 6-10th.

37% have education equal or above

Intermediate.

11% is illiterate or only knows to sign.

Majority of sample (45%) have

education between 6-10th.

Only 20% have education above

Intermediate or above.

35% have education below Class 5th.

EDUCATI

ON

DISTRIBU

TION

MOBILE OWNER NON-MOBILE

49% spend more than INR 200 per

month on communication.

Only 29% spend less than INR 100.

22% spend between INR 101-200.

Average amount spend by mobile is

INR 275 per month.

Majority of sample (60%) spend less

than INR 100 per month on

communication.

Only 20% spend above INR 200.

Average amount spend by non-mobile

is INR 135 per month.

EXPENSE

S

DISTRIBU

TION

EMERGING PROSPECTS AND

RECOMMENDATIONS

Blue line depicts as income of respondents increase correspondingly mobile

penetration is increasing.

Even respondents having income of INR 1500 have 35% mobile penetration, this

is due to 69% share of respondents below/equal 28 year of age.(Red line)

As the income is increases, the share of respondents having education below

High school decreases.(Green line)

Blue line depicts initially mobile penetration increases up to 30 year of age, then

starts declining rapidly as per the age increases.

Between age 20-30 year the respondents having education below high school is

above 50% but penetration is high, so they may be potential target segment.

As the age increases respondents income is also increasing till 40 year age so the

target segment 20-30 age group is backed by income too.

Blue line depicts as the education is increasing correspondingly the mobile

penetration is increasing.

Most of respondents having education above 6th are below 28 year (above

59%), the target segment 20-30 age group are educated too.

Almost 60% and above respondents have income above INR 2000.

AGE GROUP 16-35 EMERGING AS POTENTIAL

PROSPECTS

Target Segment 16-35 age group is backed by

income and they are spending handsome amount

on communication too.

Target Segment 16-35 years age group has

Television/Motorcycle/4-wheeler ownership above

70% & 50% mobile & non-mobile

respectively, this shows their purchasing power.

Since target segment: age group 16-35 has good

interface and understanding of different mobile

functions and features. As well they are habitual

of sending SMS and using other features.

A COMPARISON BETWEEN RATINGS/TENTATIVE

PRICE OF MOBILE OWNER & NON MOBILE

RESPONDENTS

Blue line depicts as the age increases the SRT device tentative price told by both

mobile & non-mobile respondents decreases.

The target segment 20-30 age group is still capable of paying higher than 30+ age

counterparts.

Blue line depicts as the age increases the tentative price told by them increases and almost

get stable in 40-50 year age group for mobile owners.

The tentative prices for SRT-VAS told by the respondents is decreasing 20 year onwards

and almost get stable 30 year onwards.

MOBILE OWNER NON-MOBILE

Only 86% of the non-mobile respondents gave the high rating for SRT

enabled features (Call/SMS) as compared to mobile owner which is 96%.

14 % of the non-mobile respondents gave low rating (bottom two), whereas

in mobile owner only 4% gave low rating.

MOBILE OWNER NON-MOBILE

Only 77% of the mobile owner gave the high rating to SRT-VAS as

compared to non-mobile respondents which are 87%.

22% of the mobile owner gave lowest ranking to the SRT-VAS, whereas in

non-mobile only 11% gave the lowest ranking.

The age group 16-35 are the key prospects, as they are more likely to accept the SRT enabled device as well as VAS.

Education too plays important role in new mobile technology acceptance.

Since the tentative price quoted by the respondents are speculative, so alone we can’t bank on them.

The rural population who still doesn’t own mobile are highly price-sensitive, so to enable them with mobile is tough task.

Once, the population get enabled with the device, they are more likely to use SRT-VAS correspondingly adding value to the revenue.

Nokia is market leader in rural area with approximately 69% share. Reasons being: battery back-up, easy availability of charger, brand goodwill.

Highly price-sensitive market, most of the respondents said that mobile is costly affair in long run.

Highly motivated by schemes and offers of different operators as well as mobile company.

Many of them are habitual of using VAS for entertainment purpose and spend hefty amount on this.

PCO owner charges them for receiving the calls, and they are doing good turn over through this, but this has also drawn them to go for their own mobile set.

Brand awareness as well as different products & features awareness is increasing in most of the youth.

Many of them are purchasing Chinese handsets.

Very few of them knows about touch screen feature, stylus text editor, voice tag and SMS dictation too.

Lost mobile security even after mobile switched off/SIM

destroyed.

Need water proof set as most of them commute by bicycle,

on foot and motorcycle for their work.

To track the location of the person on the other side.

Customized information through SRT-VAS i.e. educational

material & trade price of commodities they are dealing.

Information provided on SRT-VAS should be regional as

well as genuine too, to build goodwill in rural mass.

Battery back-up, so that dependency on electricity should

decrease.

Yours valuable suggestions & Questions