Ranjit Yadav, Country Head, Mobile & IT, Samsung India, talks about the reasons for the success of its smartphones and the strategy for the future
Issue Date - 30/09/2012
B&E: Samsung has had a meteoric growth in India in the smartphone segment. What are you doing to create more traction for your products in the future?
Ranjit Yadav (RY): Samsung is a full range player in India offering products for all kinds of consumers, with products starting at Rs.1200 for a basic phone and going up to around Rs.40,000 for some of our latest smartphones and tablets. We are a fully committed player in the Indian market and have over 2500 service centres all over the country. All our products have a simple DNA of innovation, differentiation and quality. Design too is one of our key product differentiations. Look at the design and ergonomics in the S3, which (we say) is ‘designed for humans, inspired by nature’.
B&E: What’s in the S3 that is different from other smartphones?
RY: It offers a great user experience and is probably the best smartphone around. It goes much beyond simple performance and specifications; it’s about simplicity in technology. It’s intuitive, and very easy to use.
B&E: What’s your marketing strategy for smartphones?
RY: It’s based on creating the right consumer experience. We will be very strong in digital and experience-based marketing. Like for our S3 range, you can experience the product in-store and outside as well, to demonstrate what the product can do for you. We believe consumers are available across the country for our higher range phones and not just in the metros. So we will take our marketing campaign across the country, rather than limit it only to top cities.
B&E: What has been the impact of the current economic slowdown on your smartphone business?
RY: Slowdown is a risk that we all have to face. In the mobile phone industry sales are flat and volumes are not growing any more. Going forward there’s a risk of growth dropping off. Though, we have been growing even during the current slump, the key is to differentiate and we are good at that.
B&E: What is Samsung’s share of the smartphone market in India?
RY: I can’t give you an exact number but we are already over 26% in volume sales in the overall handset market, and above 40% share in the smartphone segment. We dominate the smartphone market. Today the mobile division contributes more than 50% of Samsung India’s annual revenue.
Issue Date - 30/09/2012
B&E: Samsung has had a meteoric growth in India in the smartphone segment. What are you doing to create more traction for your products in the future?
Ranjit Yadav (RY): Samsung is a full range player in India offering products for all kinds of consumers, with products starting at Rs.1200 for a basic phone and going up to around Rs.40,000 for some of our latest smartphones and tablets. We are a fully committed player in the Indian market and have over 2500 service centres all over the country. All our products have a simple DNA of innovation, differentiation and quality. Design too is one of our key product differentiations. Look at the design and ergonomics in the S3, which (we say) is ‘designed for humans, inspired by nature’.
B&E: What’s in the S3 that is different from other smartphones?
RY: It offers a great user experience and is probably the best smartphone around. It goes much beyond simple performance and specifications; it’s about simplicity in technology. It’s intuitive, and very easy to use.
B&E: What’s your marketing strategy for smartphones?
RY: It’s based on creating the right consumer experience. We will be very strong in digital and experience-based marketing. Like for our S3 range, you can experience the product in-store and outside as well, to demonstrate what the product can do for you. We believe consumers are available across the country for our higher range phones and not just in the metros. So we will take our marketing campaign across the country, rather than limit it only to top cities.
B&E: What has been the impact of the current economic slowdown on your smartphone business?
RY: Slowdown is a risk that we all have to face. In the mobile phone industry sales are flat and volumes are not growing any more. Going forward there’s a risk of growth dropping off. Though, we have been growing even during the current slump, the key is to differentiate and we are good at that.
B&E: What is Samsung’s share of the smartphone market in India?
RY: I can’t give you an exact number but we are already over 26% in volume sales in the overall handset market, and above 40% share in the smartphone segment. We dominate the smartphone market. Today the mobile division contributes more than 50% of Samsung India’s annual revenue.
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