Mobile phone landscape: India H1 2016

“A comprehensive look at all the happenings in the Indian mobile phone industry in H1 2016”

The mobile industry in India seems to be growing prodigiously. That’s evident from our mobile phone landscape reports as well, since the number of phones being launched in the country has increased year-on-year. Up until now, that is. The year 2016, so far, seems to be defying the trend as the number of launches declined for the first time in three years. Not just that, the first half of the year was quite different as compared to previous years, be it in terms of shifting consumer preferences for price segments, or Chinese brands giving stiff competition to indigenous and established multinational manufacturers.

The report embedded above has all the details, but if you are crunched on time, then here are a few highlights:
  • The number of phone launches in India reduced by 29 percent in H1 2016, in comparison to H1 2015
  • Consumers are moving up the value chain, as the mid-range smartphone segment between Rs 10,000 to Rs 20,000 gained the most eyeballs instead of the budget range (phones between Rs 5,000 to Rs 10,000)
  • However, first-time buyers are opting for the entry-level segment below Rs 5,000, as it grew almost threefold
  • While Samsung continues to be at the top in terms of popularity, Micromax and HTC have been displaced by Lenovo and Xiaomi respectively
  • OPPO is the fastest growing brand in H1 2016, followed by vivo
  • Yesteryear’s popular brands like Nokia and BlackBerry are dying a slow death, while Micromax’s YU has been unable to repeat its success this year
  • Chinese brands have doubled their share of user views in H1 2016, in comparison to H1 2015
  • Online-only brands are shifting gears and changing their distribution models, while offline brands are increasingly opting for exclusive online offerings
  • The Xiaomi Redmi Note 3 is the most popular phone of H1 2016
  • In terms of number of launches, Indian brands lead the charge below Rs 10,000, while above that price, international brands dominate
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