INTRODUCTION - 4D INTERNATIONAL JOURNAL4dinternationaljournal.com/wp...Rise-of-Smart-Phone... · 05.05.2017 · to buy 7 inch tablets more and the operating system preferred by them

4DIJMS-VOL.8-Issue-1-2017 ISSN No: 2250-0669

4DIJMS-Vol-8,Issue-1-2017 Page 20

4D International Journal of Management and Science

ISSN No: 2250-0669

@4D Crossconnect.com, Inc, 2012

www.4dinternationaljournal.com

Vol. 8, Issue1, 2017

RISE OF SMART PHONES IN INDIA

* PRAVEEN ARORA ** DR. TARUNA SAXENA

ABSTRACT

INTRODUCTION

Smart phone is one of the significant inventions among various latest technological

inventions. The days for keyboard PCs, Laptops are gone because of the problem of

mobility of these devices. Today, so many brands like Apple, Samsung, Blackberry,

HTC, etc, are launching different models of Touch tablets. The market shares of

these touch tablets are increasing at a rapid speed in India, majorly in the tier1

cities. Every information can be accessed on phone. The vast E- commerce business

is moving at a faster rate with the users of Smart phone .Connectivity has come to a

new dimension and usefulness has multiplied manifolds.

Key Words: Smart Phone,E Commerce, Connectivity

*Research Scholar-Shri Vekateshwara University ** Prof. & Director

INTRODUCTION

The touch tablet can be carried around everywhere because of its light weight. It also

offers long battery life when compared to the laptop PCs. This touch tablet PC

supports a wide range of operating systems (Apple IOS, Android, Windows, Linux

etc,). The touch screen makes the navigation easier. For example, the tasks like image

editing, digital painting, etc, can be done much easier with the help of the touch



screen. Wi-Fi connectivity and Bluetooth connectivity are the most important

significant factors in the touch tablet PCs.

The reasons behind the popularity of Tablet computers:

Ease of Use

One of the main reasons behind the popularity of slate computers is ease of use.

Computer operation is mainly based on software and Operating Systems. If you are

unfamiliar with a particular program, using it can prove virtually impossible. This is

especially true for elderly folk who are not as tech savvy as their youthful

counterparts.

Tablet computers on the other hand are as easy as they come. You can learn to

navigate through the direct features and applications within hours. The email and

browsing facilities on these devices are also simpler to manoeuvre than the typical PC

web browser.

Apps Vs Software

There is a fine distinction between apps and software. Despite the fact that the two

facilities perform almost similar functions, the latter requires more skills and

experience than the former. You need to install software in your PC and take time to

learn how to use it. With apps, the process is much simpler. You simply click on

widgets and stuff begins to happen. Although software is the ultimate power behind

both the PC and Slate gadgets, most of it has been relegated to the workplace.

Speed

Ten years ago, your laptop was the epitome of speed and convenience; nowadays it is

your tablet PC. With a laptop computer, you have to find a secure hot spot, log in then

conduct your online business. With a Slate device on the other hand, you can pay

bills, transfer money, check emails and still listen to some music while you are at it

from any location. Basically, a tablet computer combines the hustle and bustle of your

PC or Laptop, and brings functionality closer to your fingertips.

Personalization



Another factor that contributes to the rising popularity of tablet devices is their

personal nature. A touch screen gadget or Smartphone is certainly more personal than

a desktop PC. You can store both work related and personal content in your hand-held

device. As such, you can be able to work from any location with or without your PC.

There has been an increase in the popularity of tablet computers and Smart phones in

the past few years. In the same period there has been a slow down in the sale of laptop

computers and Desktop PCs. Nonetheless, PCs and laptops are not facing the prospect

of total annihilation since they form the backbone of most industries and offices.

However, the proliferation of tablet devices and Smart phones in the market raises

significant questions about the future of PCs and laptop computers in residential

areas, schools and colleges.

Current tablet market trend in India:

The first tablet computer was launched in India in November 2010. Since then, the

market saw a slew of launches from both MNC and Indian players. While models like

Cisco's Cius and RIM’s Blackberry Playbook tablets are focused on the enterprise

user segment, the Samsung Galaxy Tab and Reliance 3G Tab are focused on the

consumer segment. (Reliance 3G Tab manufactured by ZTE, retails at Rs. 12,999 per

unit).

CyberMedia Research expects tablets to become the new battleground as major MNC

and India vendors and operators race to capture a share of this emerging market.

"As telecom carriers started offering 3G services in India since early 2011, the

enhanced connect speeds are expected to boost usage of data services by subscribers.

For tablets to become a common man's device, the data usage tariffs for 3G services

need to be brought down even further.” Anirban stated.

Despite being the topper in the world tablet market, Apple has been left behind by

Samsung in the Indian tablet market.

According to a research report of CyberMedia, Samsung commands 45.8 per cent

market share in the 158,000 strong Indian tablet market. The Samsung tablet, Galaxy



Tab 7 was launched in India back in October 2010, whereas Apple entered the Indian

market late in January.

Apple enjoys only 18.4 per cent market share whereas even BlackBerry PlayBook is

reported to have 21 per cent market share in India, according to the CyberMedia

report. But the figure of 21 per cent is probably more about the number of tablets with

the distributors rather than the number of tablets bought by the end users.

Market Shares of different tablet companies in India

Company Marker Share

Samsung 45.8

Apple 18.4

Others 14.8

There are 27 tablet models available in India from 10 manufacturers. The well-known

tablets available in India include Samsung Galaxy Tab, Motorola Xoom, Apple iPad

2, and BlackBerry PlayBook.

Table: 1.2 India Tablets Market FY 2011-12: New Brands Launched in April-June

2011

Premium MNC Brands Mass Market Brands

Acer Accord

Asus Beetel

Dell Binatone

HTC Creative

Motorola HCL

RIM(BlackBerry) Infibaem

Viewsonic Jetking

MSI

Reliance

Spice

Wespro Digital



In the report, it was estimated that there will be major influx of cheaper tablets within

the segment of Rs 7,000 to Rs 15,000 soon. The report notes the Indians users prefer

to buy 7 inch tablets more and the operating system preferred by them is Android

Froyo 2.2. Another surprise, Indian tablet users prefer the 3G tablets more than the

WiFi ones, which means they are not price conscious after all.

The Samsung Galaxy Tab 10.1 was launched in India in August this year whereas the

8.9 inch tablet is expected soon. It is interesting to note that Apple has not filed legal

action against Samsung in India, whereas it has done so in almost all other major

markets. Probably, that is because Apple does not see India as a major market for

itself. Even otherwise, Samsung has been the only company which has posed a

credible threat to Apple's iPad and that's probably the reason the company has faced

numerous lawsuits from Apple as well. The apprehension proves itself in India. Just

like the Apple flagship stores in the US and other major markets, Samsung has also

opened its flagship stores in India.

Recently, Samsung had opened its smartphone cafe in Bangalore where users can

experience the devices and not dummies, just like the Apple's retail stores abroad.

The idea of experience zones, however, is not new in India. Many companies such as

Research In Motion, Dell, Nokia and even Lava have their own experience zones in

India. Nokia calls its experience zones Concept Stores. Several carriers in India such

as Aircel, Airtel and Vodafone have also set up their experience zones in India.

REVIEW OF LITERATURE

Ozok, A. Ant (2008), their survey is a comparative study between Tablet and Laptop

PCs: User Satisfaction and Preferences. The major goal of this research study is to

determine the main differences in user preferences and satisfaction between Tablet

PCs, laptop PCs pen-and-paper environments. This is one of the first empirical

scientific studies on usability issues of Tablet PCs and is potentially useful in

understanding the hands-on user issues concerning this emerging medium. The

differences among the task-specific satisfaction and preference points are discussed

among the three media. This research aimed at empirically testing user preference and

satisfaction issues concerning Tablet PC use from a comparative perspective, with the



comparison being executed between Tablet PCs and two other computing/storage

media that are most commonly used. The findings of this study indicate that the

Tablet PC is a medium that shows promise for the future of mobile computing. In

their survey they found out that computing capabilities and portability of Tablet PCs

were impressive but majority did not prefer Tablet PCs to laptop PCs to meet their

everyday computing needs.

Morgan Stanley (2011), this research paper is all about the demand and disruption of

Touch Tablet. The impact of touch tablet adoption on the PC market and traditional

PC vendors has been studied well in this research paper. It also tells that the Tablet

Cannibalization reduced PC Market Growth. Through this research paper, it is found

that computing will increasingly migrate towards mobile devices, including tablets

and Smart phones over time. The comparative study among different brands of tablets

has been done in this research paper. A comparative study among different operating

systems that are being used in tablets has also been done in this research. One of the

important finding is that the Tablet users are spending less time on existing PCs. It

also studied the key characteristics of different operating systems. Different

applications used by the users of laptops and mobile internet devices have been

studied in this research paper.

Strauss & Will (2008), this research paper,” Mobile Internet Devices on the horizon”,

had a deep insight on the technical aspects of the mobile internet devices. This paper

helps in analyzing the technical requirements of tablet PC in India. The article offers

information on the technological significance and performance of innovative

communications devices. Initially, it provides an overview on the evolution of

technologies and the advantages of its introduction in the continuity and efficiency of

communication. The author regards two forms of communications devices that earn

attention in the market, the Ultra-Mobile personal computers (UMPCs) and the

Mobile Internet Devices (MIDs). Specifically, UMPs are relatively inexpensive mini-

notebooks that feature smaller screens and smaller keyboards. On the other hand,

MIDs are considered inexpensive pocketable communications-centric devices with

very long battery life with full wireless Internet access. Further features and

innovative abilities of these two devices are included.



Allied Business Intelligence (2008), this research article, has given out an estimation

that the tablet industry along with the Mobile internet Devices. Mobile Internet

device, a category of consumer electronics device is expected to appeal to a wide

variety of consumers, according to the study. The report predicts the always-

connected devices will grow from less than 3.5 million units shipped worldwide in

2008 to nearly 90 million shipped by 2012. ABI said existing consumer electronics

manufacturers will likely lead the market. ABI predicts eight classes of consumers be

interested in MIDs, including multimedia enthusiasts, Gen Y Social Networkers,

Younger Garners, Soccer Moms, Lifestyle Boomers, Adventurers, Frugal Generalists

and Business Application Users. The firm noted health-conscious Baby Boomers with

aging parents, young children or medical issues might be interested in a MID that

provides medical monitoring or tracking

British Educational Communications and Technology Agency (2004), this research

paper “Tablet PCs in schools” tells that the potential benefits of Tablet PCs

depended on the purpose and context of their use. Factors such as schools’

infrastructure, technical support and curriculum issues had a significant impact. This

paper mainly discusses about the benefits of Tablet PCs to the children in schools.

The major benefits are Promoting curriculum access, improved communication and

improved motivation. The following examples were noted in a wide sample of

schools but were not found universally. Most of the schools we contacted perceived

Tablet PCs as highly versatile, ‘child friendly’ and having advantages over standard

laptops. The schools attributed the benefits of the Tablet PCs to the combination of its

pen input and handwriting recognition, its shape and small size, and wireless

networking capabilities

Moskowitz & A Robert (1998), this research paper, “Laptop losing weight gaining

Strength”, has provided with important information that the people are interested in

laptops even when the desktops are offering better performances.

(Bucklin, Gradham, and Webster, 1997; Christensen, 1997 With the restructuring

of the business procedures using technology and integrating the business internal

resources and contacts with customers or suppliers, businesses can improve their

efficiency and service quality (Peppard, 2000). In the channel integration, the

Internet, digital TV, multifunction credit cards and GSM mobile phones have



thoroughly changed the marketing channels of the banking service industry.

Companies can offer various products and services through different transaction

media. For the general consumers, they do not need to purchase products and services

through different channels. Information technology leads to the increase in the amount

and speed of processed data while at the same time breaks away from the limitation of

single time and location towards a diverse integration of channels. For example,

integrating the business internal resources and contacts with customers or suppliers

via the Internet enables businesses to improve their efficiency and service quality

(Bucklin, Gradham, and Webster, 1997; Christensen, 1997). The customer service

in relationship marketing proposed by (Winer 2001) is similar to the process

improvement and channel integration in the CRM concept for the banking service

industry by (Peppard 2000). They aim to achieve the enhancement and improvement

of internal efficiency. Hence, the authors express the concepts of process

improvement and channel integration as a process and channel function. In customer

segmentation, value analysis and customized service,

Bergeron Jasmin & Roy Jasmin, 2008: They studied on the topic “Pleasantly

surprising clients: a tactic in relationship marketing for building competitive

advantage in the financial services sector”. They studied about the turbulent

environment in which financial institutions evolve motivates strategic thinking aimed

at competitive advantage. Drawing from the literature on relationship marketing, one

potentially successful strategy at the level of front line service is for financial advisors

to behave in a pleasantly surprising way toward their clients (e.g., acknowledging a

family member's birthday; covering a parking expense; giving tickets to an

entertainment venue). We examine both antecedents and consequences of clients'

perceptions of their advisors behaving in a pleasantly surprising way toward them.

Antecedents included advisors' customer orientation, knowledge of client, and sense

of humor. Consequences included clients' trust, satisfaction, purchase intentions, and

word-of-mouth intentions. Several strategic recommendations and research avenues

following from these findings are offered.

Yoon Doyle, Choi Sejung Marina & Sohn Dongyoung, 2008: They studied on the

topic “Building customer relationships in an electronic age: The role of interactivity

of E-commerce Web sites” This study examines the role of perceived interactivity and



other marketing tactics in relationship building with customers in the online retail

environment by applying a relationship investment model adapted from De Wulf,

Odekerken-Schröder, and Iacobucci (2001). A proposed structure model was tested

with data collected from an online survey of 571 respondents. In the model, three sub

dimensions of perceived interactivity and three marketing tactic variables were

incorporated as the antecedents of perceived relationship investment that subsequently

influenced perceived relationship quality and behavioral loyalty. Results suggest that

two marketing tactics - direct mail (e-mail) and tangible rewards - and two

dimensions of perceived interactivity - synchronicity and two-way communication -

play as significant antecedents for the relationship building process of online retail

brands

Clottey Toyin A., A. Collier David & Stodnick Michael 200): They studied on the

topic “Drivers of Customer Loyalty in a Retail Store Environment” The determinants

of customer loyalty are identified for a large U.S. retailer based on a survey of 972

customers. An ordered logistic regression is used to estimate the proportion of a

retailer’s customers who are willing to recommend the retailers products to others

based on survey results. Statistical results document that service quality, product

quality and brand image drive customer loyalty as measured by a customer’s

willingness to recommend the retailer’s products to other people. Service

management managers can improve these drivers of customer loyalty by better

training, recognition and reward programs, day-to-day store operations, and job,

product, process and store design. Given the general research objective of defining a

universal model of what drives customer loyalty in a diverse set of industries, this

research provides additional statistical evidence to support the theory that brand

image, product quality, and service quality determine customer loyalty.

Madhwavaih C. Krishnamacharyulu C S G & Akhtar P, 2008: They studied on the

topic “Service Quality and Customer Behavioral Intentions In fixed Telephone

Services: A Case Study Of BSNL” They concluded that the SERVQUAL dimensions-

tangibles, reliability, responsiveness, assurance and empathy- have influence on

behavioral intensions. The service gap in the five dimensions is considerable, though

there is a agreement that perceived quality of BSNL on the five dimension is good.

They suggested to BSNL to improve its service quality and thereby customer



patronage. The suggestions pertain to reliability and responsiveness in which the

scores are below 3.5 indicating less quality. BSNL has to show sincere interest in

solving problems of customers and perform the service right to the first time. They

also suggest that BSNL has to make the employees always be willing to help the

customers and make its employees to never say too busy to respond to customer’

requests.

Eswaran R (2008): He studied on the topic “A Study on Customer Satisfaction

towards Cell Phone with Special Reference to Nokia at Namakkal District” He

studied about to increase our current understanding of the mobile phone market in

general and analyze consumers’ decision making in particular. The study attempted

to cast light on the brand preference of customers. His study has necessitated the

Nokia Company must introduce more features which will be comparatively cheaper

than their competitors. Nokia must attract the consumers by providing many

promotional strategies to maintain a long run market for their product. Nokia must

persuade and convince the customers by putting forth a confidence that their brand is

non-problematic

Mittal Anuraag (2008) in “Relationship Marketing- Emergence, Drivers and the

Bottlenecks” He discuss the evolutionary background of relationship marketing and

attempts to emphasize upon the significance of this approach in today’s highly

competitive world. The significant drivers of relationship marketing approach have

been discussed, while the thoughts of various management thinkers on relationship

marketing approach have been also incorporated along with its few definitions. In the

present marketing scenario, the bottlenecks ahead of relationship marketing have

paved out the path of strict vigilance to be walked by the modern marketers.

Antón Carmen, Camarero Carmen & Carrero Mirtha (2007): They studied on “The

mediating effect of satisfaction on consumers' switching intention” Most previous

research on consumers' switching intention has focused on individual variables that

have immediate effects on consumers' intentions or behaviors, rather than analyzing it

as a complex phenomenon. This article provides evidence that some service provider

behaviors precipitate relationship dissolution, whereas other behaviors create a

predisposition to switch. This different effect is observed through the mediating effect

of customer satisfaction. While poor service quality and low firm commitment



undermine consumer satisfaction and have only an indirect effect on switching

intentions, price unfairness and anger incidents have a strong effect on switching, both

directly and indirectly through satisfaction. Implications are discussed for customer

relationship management.

Tiwari Rajnish, Buse Stephan & Herstatt Cornelius (2006) in “Mobile Banking As

Business Strategy: Impact Of Mobile Technologies On Customer Behaviour And Its

Implications For Banks” They have done an empirical survey of customer acceptance

conducted within the frame of our research clearly reveals a major, growing interest in

Mobile Banking. However, since the degree of interest and the willingness to pay

vary for individual services, it seems to be necessary to design specific services taking

the needs and wishes of relevant target groups into consideration. Banks ought to

therefore employ mobile channels with a clear business-focus. They examines the

opportunities for banks to generate revenues by offering value-added, innovative

mobile financial services while retaining and even extending their base of technology-

savvy customers.

CONCLUSION

Imagining a day without smart phones may choke our routines. Indeed, it is true. One

hardly can be a part of tech-dominated society without connectivity. In India, the

smart phone users soon cross the 200 million user base predicts a report. Therefore, it

is imperative for the enterprises to reach the smart devices. Owing to the development

of smartphone market enterprises look smart phones to be the cost effective yet an

efficient means of reach.According to the latest infographic released by VMware,

smart phones have emerged as the main driving force behind the growth

of Enterprise Mobility Solutions, which is predicted to grow from US$22 billion in

2015 to US$26.7 billion by 2017 in APAC countries excluding Japan.The Indian

enterprise mobility market is driven by the three major factors: smart phones shipped

in the Q2 2015, growth of smart phone market, and India’s position at the global

smart phone market. The enterprise mobility industry in India is expected to grow

from $1.7 billion in 2015 to $2.3 billion in 2017.

http://dazeinfo.com/2014/12/18/worldwide-smartphone-users-2014-2018-forecast-india-china-usa-report/



BIBLIOGRAPHY

Ozok, A. Ant, Benson, Dana, Chakraborty, Joyram & Anthony F (2008, March).

Comparative Study between Tablet and Laptop PCs: User Satisfaction and

Preferences. International Journal of Human-Computer Interaction, Vol. 24 Issue 3,

p329

Morgan S Tanley Blue Paper (February 2004). Tablets Demand and Disruption

Strauss & Will (2008, September). Mobile Internet Devices on the Horizon: Portable

Design, Vol. 14, Issue 9, p10-11, 2p

Allied Business Applications, RCR Wireless News; 3/3/2008, Vol. 27 Issue 5, p26-26,

1/8p

British Educational Communications and Technology Agency (2004) Tablet

PCs in schools

Moskowitz, Robert A (1990, April). Laptops Losing weight and gaining strength

Journal of Accountancy, Vol. 169 Issue 4, p30-44.

References

(1) Indian Journal of Marketing

Vol : XL, October 2010

(2) Business Research (An International Business Magazine)

INDJ- 03783

(3) Global Journal of Emerging

Market Economics – INDJ- 05305

Business Wire (OCT – 4-2010

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INTRODUCTION - 4D INTERNATIONAL JOURNAL4dinternationaljournal.com/wp...Rise-of-Smart-Phone... · 05.05.2017 · to buy 7 inch tablets more and the operating system preferred by them