The Indian mobility market has always been growing and the same continued throughout 2016 as well. In the last quarter, smartphone market in India crossed the 30 million unit milestone and saw a double digit growth in the smartphone market with 11 percent year-on-year growth in Q3 2016. Primary reason for the spurt in shipments and sales was due to the just concluded festive season.
Another reason for the growth in smartphones is the increasing penetration of mobile internet in India. All the telecom companies are vying to reach out to the vast untapped population of India which do not have access to mobile internet. Once that population has internet access, it will not be long before smartphones also reach those regions.
The demand for smartphones has always been on the increase as there is a sizable chunk of Indian population (more than 60% of phone users) who still own a feature phone and aspire to own a smartphone. With just 277 million smartphone users in the country, there is still a huge opportunity for OEMs to establish themselves.
Feature phone users will always have an aspiration to use a smartphone and a smartphone user will have an aspiration to purchase a high end smartphone. This way the demand will always remain in the market.
The young India like brands that make life easier for them, not those that want a conversation. Convenience is highly valued and is what the majority like most about buying online. For most price remains the top priority when deciding. Young people want things that work with the technology they own.
As a brand we do examine the nature of our buyers and this is done region wise as buyers in every region has a different buying pattern. As a consumer electronics company we make sure before introducing any product we do our research on the consumer needs. Every product if targeted towards a certain type of audience. Looking at the price factor, the youth doesn’t believe in spending too much as their interest on a product is of very less duration. Therefore our range of smartphones start from Rs 3000 and goes to Rs 15,000. Design, durability and affordability is kept in mind when we introduce our products in the Indian market.
We have also associated with various E-commerce websites for selective products as the young Indian now prefers to buy products online.
Our smartphones are in the price range of 3000 INR to 15000 INR. The rural consumer only requires the basic smartphone features including 3G/4G facility which is present in all our affordable phones in the price range starting from 3000 till 7000 INR. Phones like T44 and T44 Lite are quite popular in those areas.
We have partnered with several e-commerce companies like Flipkart and Snapdeal for select range of our smartphones which in a way does promote cashless transactions and encourage people to go the digital way.
The market share of Panasonic smartphones has grown to 3-4% and the company is targeting for 6-7% market share by the end of this fiscal year with a targeted revenue of INR 2,500 Crore and expected sales of close to 4 million smartphones.
This fiscal the company plans to launch 35-36 smartphones out of which more than 20 phones smartphones have already been launched in 11 months. The retail outlets have increased from 8000 outlets to 20,000 retail outlets. The company is focused on online platforms while being aggressive in the traditional distribution channels. Panasonic has plans to increase the assembly lines to 9 from the current 6, along with 5 packaging lines to the current 4 to support the growth in the market and by the end of this year we are looking at business of 60% in India and 40% overseas.
Panasonic has smartphone manufacturing facilities in the Noida factory and manufactures 8 Lacs phones in a month. The investment in such facility has been over a 100 crore and we can say that more than 80% of our smartphones are locally assembled. We have also increased our focus to increase distribution channels in Tier2 & 3 cities as we foresee immense growth from those centres. Earlier, Panasonic had presence in 70-80 cities which has now increased to 500+ cities.
The company also exports in South Asia- Sri Lanka, Nepal and Bangladesh and will start soon in Myanmar, Middle East- Saudi Arabia and Africa.
The market share of Panasonic smartphones has grown to 3-4% and the company is targeting for 6-7% market share by the end of this fiscal year. Last fiscal year, mobility business contributed to 15% of overall Panasonic sales which has grown to a healthy 25% contribution to Panasonic India in overall sales
Panasonic smartphones offer state of the art technology at affordable prices. In fact, the price of our smartphones does not exceed 15,000 INR and most of the smartphone purchases in India are in the price bracket of 10,000 -15,000 INR only.
The Panasonic smartphones are in the range of 3,000 to 15,000 INR.
Our latest entry level product is T44 Lite powered with Android™ 6.0 (Marshmallow) OS and is priced at 3199 INR. The phone has done well in the non-metros and Tier II and III towns. Targeted at consumers who use their smartphone as the primary media and entertainment consumption device, the T44 lite comes along with 512 MB RAM plus 8GB internal memory, expandable up to 32 GB.
Most of our phones are in the mid-range category. The phones are from the stylish Eluga series like A2 and I2 priced at 9490 INR and 7490 INR respectively. The recent launches in the P series, specifically the P71 and P77 have also been received well by the users.
Our flagship product, the Eluga Note was launched earlier this year. Priced at a competitive 13,290 INR, the phone is a perfect combination of great design and state of the art features. The smartphone operates on Android 6.0 (Marshmallow) with the Panasonic FitHome user interface, engineered exclusively by Panasonic providing single thumb-flick access to applications on the home screen.
Panasonic smartphones have always been about the design and build quality of the phones. Apart from the latest specifications and features in our phones, design will always be unique.
Be it our flagship and high range smartphones like the Eluga Note and Eluga Arc to our mid-range phones like P series, the design will be of the highest build and quality. This has been done keeping in mind the target audience in mind.
10.Can you elaborate about your flagship Phone THE ELUGA Series and share with us the options available (product model) and their distinct features?
This year we launched a number of Eluga series smartphones:
Eluga Mark 2
Launch date – November, 2016
USP – The ELUGA Mark 2 comes with Android™ 6.0 (Marshmallow) with Android-For-Work functionality for enhanced security. The phone has a finger print sensor at back for enhanced security & exciting features like clicking selfies by just tapping the sensor. It also has an IR sensor which operates numerous infrared based electronic devices.
Launch Date – October, 2016
USP – The Eluga Tapp has a front fingerprint scanner which allows the user to unlock the phone quickly and securely, adding essential security to data. The phone comes with an add-on security feature ‘Android for Work’ that allows the user to segregate the business apps from personal apps and also protects user’s personal data.
Launch Date – July, 2016
USP – The flagship phone of Panasonic, the Eluga Note has 16 MP rear camera featuring F1.9 aperture for better low light photography & 6P Lens for ultra-fast auto focus with a 5MP front camera and a 3000mAh battery. It also has an inbuilt IR sensor which allows a user to give commands to IR based smart home appliances such as TVs, DVD players and ACs
Price – 13290 INR
Launch Date – May, 2016
USP – Innovative lightweight phone of 167 grams with an impressive battery of 4000mAh battery and 3GB RAM
Price – 9490 INR
Launch Date – April, 2016
USP – The first 2.5D curved display smartphone with additional security with a fingerprint sensor configured for 5 different fingerprints and commands, for one step screen unlocking, picking calls, launching applications, clicking selfies & can even lock individual apps for enhanced security of personal data
Price – 12490 INR
Eluga Arc 2
Launch Date – August, 2016
USP – 2.5D curved Asahi Dragontrail™ glass for an elegant look, and is scratch resistance with On-Cell Touch technology for a fluid touch experience
Price – 12290 INR
Launch Date – April, 2015
USP – Panasonic’s 4G VoLTE offering in the phablet category with a 13.97 cm (5.5) HD IPS display giving rich data experience by supporting India specific LTE band 3, 5 and 40
Price – 9290 INR
USP – The device supports 4G VoLTE and has a dual sim -4G/3G/2G configuration, direct WiFi and hotspot, Bluetooth and A-GPS
Price – 7990 INR for 2GB variant and 8990 INR for 3GB variant
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