Tuesday, 4 October 2011

Apple versus Blackberry in the world's cheapest market

So Apple manages 2.5% of the Indian smartphone market, BB does 15%, Nokia 45% (data picked up from the ET of 4 Oct, 11).

Should Apple be worried?

Nope. But Apple should not get greedy. Its a very expensive phone and it relies on high speed networks to show its prowess. Both money and high speed networks are hard to come by in India. In fact, Apple should not allow more than a few hundred units to be sold each month as the netowrk in the country builds up. Or, play at the lower price point with a phone that can dazzle on 2g (like the BB).

BB has reinvented itself like no other recent brand in the Indian market. From a corporate device, it has positioned itself as the device to have in the youth market.Its messenger is a cool application and the new touch and type is an innovation which is just right in the market.

At a sub 10k price point, its well positioned on price. While the local manufacturers (Micromax, Lava etc) are more aggressive on price and features where i have found them lacking is durability of device.

But BB in India has gained my respect - in understanding the youth and offering them a great product. Whether BB will continue its domination on the corporate front- i cant say. In the long run will it become the brand of choice for the youth? I cant say.

The youngest markets in the world are in Africa and India and BB has not yet got a design centre in these places. The day it does, i will buy some BB stock. BB has doen in India what it has not in most markets of the world. That should give it some confidence to go much further.

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