Mobile market in general and India specifically has remained dynamic. Not a single day goes by when you do not hear about the mobile industry. New plans, offers, services and extension in coverage are daily headlines. The industry is predominantly governed by the service providers. Where one sees a paragraph about the service providers, a word about the vendor is also cited. But it seems, now the things are changing, at least in India, where you have a number of indigenous handset makers launching in the market.

Nobody can doubt the potential of the Indian market. Perhaps to give a feel, humongous is the right word. Big opportunity attracts larger crowds. First it encouraged many service providers (who opted from concentric diversification to lateral diversification), and now it is the turn of the handset manufacturers.

Again the same story and behaviour can be seen here. The opportunity is attracting any form of business to jump in. India’s domestic players are increasing sharply and they are pegging in to the battlefield to mark their footprints. First time mobile users are surely considering buying a “Made in India” mobile handset and others are able to experience several features at very competitive rates. Yet some are positioning for their super-jumbo power back-up; with some claiming 72 hours of battery back-up.

Voice service is something default that everybody expects from a mobile phone. Consumers now want to go beyond voice. They want to explore data services, browse Internet and remain as much as social. Mobile phones are helping them to “pocket the society.” So definitely, with data services becoming very affordable, everybody wants to empower the hand with as many features as possible. With at least, a years guarantee / warranty, one finds reliable value for money in buying these handsets.

These vendors fit in the middle of the handset manufacturer layer. On top we have the global players and at the base we have the grey market which comprises of China made handsets. This domestic handset market is spanning out in both ways and very soon we shall see this layer as the fattest of all. Mobile users from the top layer will switch to it for getting same features at lower costs and the people addicted to grey market get assurance by climbing up.

Market is already flooded with bundled services where an Indian made handset offers a sim as well. The next evolutionary step seems to be that the service providers will be launching their own handsets. They have two easy options to go by. Either acquire these upcoming handset manufacturers; remember, service providers are cash rich, or venture in to the handset manufacturing using Android like platform as OS. Android, by the way, recently hit 100,000 applications landmark in the Android Market.

With 3G services now expected to dominate the market, such handsets will remain in great demand and India has the potential and ability to fill up the supply side indigenously. No doubt, with the help of Chinese manufacturing.

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