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India Android Smartphone Replacement Dynamics

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Report Summary:

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.    

Table of Contents

1. Executive Summary 3
2. Analysis 4
3. Conclusions 16

Figure 1: India Android Replacement by OEM 2H 2016    
Figure 2: India Android Replacement Survey Demographics 
Figure 3: India Android Survey Respondents by OEM – AppOptix August 2016 
Figure 4: India Top 10 Smartphone Vendors by Active SKU 
Figure 5: India Top 6 Smartphone Vendor Share Shipments Q1 2016 
Figure 6: India Android OEM Base by Operator 
Figure 7: India Android Smartphone Replacement by Operator 
Figure 8: India Android Replacement Drivers 2H 2016 
Figure 9: India Average Smartphone Battery Capacity 2013-2016 
Figure 10: India Average Smartphone Rear Camera Resolution 2013-2016 
Figure 11: Android Feature Priorities by OEM 
Figure 12:4G Smartphone Shelf Share India
Figure 13: Indian Smartphone Models by Generation 
Figure 14: India Android Replacement Preferred Channels by OEM 2H 2016 
Figure 15: Android Preferred Brands on Replacement 
Figure 16: Indian Android Smartphone Vendor Churn 

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