Shifting Sands Of Time: Innovation, Consumer Behaviour Are Changing The Way 'Greater Bharat' Views Smartphone
Arijeet Talapatra, CEO, Transsion India, 0
Who would have thought that a handheld device meant for making wireless calls will change lives of the way people interact, engage, and connect?
Democratic technology, accessible internet and affordable smartphones – three critical elements that put India on the global map as the second largest smartphone market in the world. A mobile-first market, India’s hinterland to urban centres are all now connected in more ways than one.
India’s appetite for smartphones has witnessed a paradigm shift. Digital India has been a catalyst in ensuring awareness, access and education of digitizing and connecting India. And with this emerged ‘Greater Bharat’, that has shaped the aspirations of the people. And this change is directly contributing to the demand, and more importantly, the evolution of smartphone consumption in the country.
Now, the social integration facilitated by financial inclusion has exposed the citizens of the Greater Bharat to connectedness to a world beyond. Smartphone companies have worked towards providing them with meaningful experiences at an affordable price points, spawning an ecosystem of innovation.
Moreover, an unprecedented lockdown due to COVID-19 outbreak, has led to work from home take precedence and is poised to become an integral part of the ‘New Normal’. This is precipitating an environment of enabling smartphones that are becoming an intrinsic part of people’s everyday life.
With the proliferation and penetration of digital
technologies like broadband and 4G, the physical world, which has fallen silent in the wake of COVID-19, is being replaced by a more vibrant virtual life. People are depending on their smartphones for entertainment, education, news consumption, fitness and work.
This trend has created immense opportunities for people, small and large businesses, marketers and educators. And this growth has reached the Tier II, III markets and beyond –transforming, progressive Greater Bharat. Today, rural India has more number internet users than urban areas. Consumers buying mobiles now look at top-tier segment specs such as bigger screens, sharp displays, better cameras, futuristic designs, bigger RAM size, and long battery life to sustain their experiences.
Initially it was the youth who predominantly were the natural adopters of the internet and all things digital. Past few years has seen internet penetration and consumption grow and mature across demographics and geography.
A dynamic and ever-evolving digital ecosystem has further pushed smartphone companies to innovate and bring better experiences. In fact, as a result of the overwhelming response to the trends that have emerged, the Rs.5,000 to 15,000 category is now expected to deliver maximum contribution to smartphone sales in 2020 and beyond. And though temporarily muted by the pandemic, it is still expected that the entry level and mid-budget smartphone segments will see new launches and more offering. To be able to do more, and achieve more in our everyday lives, that focus has been on top-notch displays and performance, powerful batteries, unbeatable design, and best-in-class cameras.
Today, digital adoption continues to be propelled by rural India; figures from a recent Kantar report show that rural India is expected to have 304 million monthly active internet users by the year end as compared to the current 264 million. This is again reflective of how smartphone is fuelling the aspirations of those living in the urban-rural divide.
Finally, with the advent of 5G, the disruption in the smartphone industry will reach its pinnacle. The advancing economy will attune the people of ‘Greater Bharat’ to the idea of a seamlessly connected ecosystem of communication and entertainment. And this will propel smartphone players to rely on innovation to bring in the latest technologies to give shape to customised experience that will cater to each individual’s sense and sensibility.
This trend has created immense opportunities for people, small and large businesses, marketers and educators. And this growth has reached the Tier II, III markets and beyond –transforming, progressive Greater Bharat. Today, rural India has more number internet users than urban areas. Consumers buying mobiles now look at top-tier segment specs such as bigger screens, sharp displays, better cameras, futuristic designs, bigger RAM size, and long battery life to sustain their experiences.
Initially it was the youth who predominantly were the natural adopters of the internet and all things digital. Past few years has seen internet penetration and consumption grow and mature across demographics and geography.
A dynamic and ever-evolving digital ecosystem has further pushed smartphone companies to innovate and bring better experiences. In fact, as a result of the overwhelming response to the trends that have emerged, the Rs.5,000 to 15,000 category is now expected to deliver maximum contribution to smartphone sales in 2020 and beyond. And though temporarily muted by the pandemic, it is still expected that the entry level and mid-budget smartphone segments will see new launches and more offering. To be able to do more, and achieve more in our everyday lives, that focus has been on top-notch displays and performance, powerful batteries, unbeatable design, and best-in-class cameras.
Today, digital adoption continues to be propelled by rural India; figures from a recent Kantar report show that rural India is expected to have 304 million monthly active internet users by the year end as compared to the current 264 million. This is again reflective of how smartphone is fuelling the aspirations of those living in the urban-rural divide.
Finally, with the advent of 5G, the disruption in the smartphone industry will reach its pinnacle. The advancing economy will attune the people of ‘Greater Bharat’ to the idea of a seamlessly connected ecosystem of communication and entertainment. And this will propel smartphone players to rely on innovation to bring in the latest technologies to give shape to customised experience that will cater to each individual’s sense and sensibility.