The latest figures in from industry analysts at Convergence Catalyst state sales of Android devices are now beating iPhone hands-down, with the open app operating system drawing in ever more low- and mid-budget smartphone users amongst the country’s booming business and youth markets.
Convergence Catalyst estimates Smartphone sales to grow by approximately 100% in 2012 to 18 to 20M devices, due to multiple factors – availability of devices across price points (including sub $100), and on multiple handset brands and models with a strong marketing push. Smartphones are expected to form 12% to 14% of total mobile handset sales in 2012. Samsung is expected to continue it’s strong global and India momentum into 2012 and is expected to be a dominant player in 2012.
With regards to OS wise share, 2012 is expected to be the year of Android dominating the India Smartphone scape. Share of Android is expected to grow significantly to over 50% of the Smartphone market, based on multiple devices being continually launched by both global and Indian handset OEMs. While the Symbian decline is expected to be far more drastic globally, Convergence expect it to still hold a respectable 23.3% share in 2012, based on the strong equity that Nokia has in India. While Symbian S60 devices will cover the low and mid end, Symbian Belle and Windows Phone based devices will cover the high end for Nokia. However, Convergence do not expect Windows Phone to be a major player in 2012 as it will not be available in the low and mid end price ranges, unlike Android.
Other Smartphones trends for 2012 in India:
- Emergence of multiple SIM Smartphones – Samsung has already launched Dual-SIM Smartphones such as Galaxy Pro Duos and Wave Y Duos and is expected to launch Dual-SIM capability on it’s more popular lineup such as Galaxy Y and S II. As more India OEMs launch Smartphones, we expect to see more Dual-SIM smartphones in the market through them.
- Global players to capitalize their strengths in India – While OEMs such as Nokia and Blackberry have traumatic global challenges, they are expected to continue to be significant in India given their strong brand presence, distribution network and consumer affinity in India.
- Carriers to continue experimenting with contracts for Smartphones – In 2011, MTS launched a Smartphone (HTC Pulse) on contract for the first time with moderate success. This initiative has opened up the potential for other players and we expect a few other carriers to experiment with this model on an opportunistic basis to improve their competitive edge.