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In India, Chinese Vendors Most Closely Characterize the Ideal Smartphone Brand (based on survey from Strategy Analytics AppOptix Android panel)

This comes as good news for Chinese brands as the smartphone battlefield shifts to the vast Indian market as their window to the US market slams shut.

How are Chinese OEMs set to dominate? 

• Xiaomi shows the most promise from consumer purchasing perspective (from intent and consideration metrics)
• OnePlus has surprisingly impressive consideration and purchase intent despite a tiny installed base
• Motorola, Micromax, and Samsung are at high risk, with current customers willing to churn from these brands
• LG, Sony and Huawei are all struggling with current offers and brand positioning

What Indian Mobile Consumers want from their smartphone vendors?

• Ideal brand elements include “trusted”, “secure”, “innovative”, “modern” and “unique”
• The most sought brand characteristics are value for money and having the latest technology
• Most users have relatively high loyalty to their current brand but 1-in-3 are in play during replacement
• The brand associations that exist today and how a vendor shifts them to positive territory will be critical
• Device vendors are over-spending on features like Imaging, when the single most important feature in the purchase decision is Battery

Executive Summary

Survey Methodology

India Smartphone/Featurephone Vendor Share

Android Brand Metrics

Android Smartphone Purchase Intention

Android Smartphone Device Feature Priorities

Android Smartphone Brand Image & Characteristics

Conclusions

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