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Over 40% of Indian Android users are likely to replace their smartphone in the next 6 months. Half of LG and Micromax owners intend to replace their device.  Strategy Analytics tracks almost 800 active smartphone SKUs across 11 major carriers and retailers in India. Battery and camera quality dominate feature drivers but Indian smartphone models dramatically lag the global market in terms of 4G LTE SKUs and suffer from inferior battery life and camera resolutions.

Apple is the top preferred brand for the next smartphone even among our Android panel while Xiaomi is favored by 1 in 7. Only 6% of all owners list Micromax as a preferred vendor for their next smartphone which is a huge concern for the second placed vendor.

Intenders for Apple, LG and Huawei are primarily Samsung customers today. New customers for Intex and Lava Mobile are most likely to defect from Micromax.