Local smartphone brands challenge major brands in Emerging Markets
Emerging Markets like India, Pakistan, Bangladesh, Sri Lanka etc have long been dominated by established handset vendors like Nokia, Samsung etc. In the last few years, local handset vendors like Micromax in India and Sri Lanka, Qmobile in Pakistan and few other handset vendors like Karbonn, Spice etc have given foreign vendors run for their money. The local vendors would have completely routed them out of the market, had the foreign vendors not slashed the prices of their products especially the low-end and mid-end mobile devices.
The local handset vendors attacked the rural areas and B & C class cities. In rural areas, all handset vendors have a more-level playing field as most of the people in rural areas are illiterate. This simply means rural consumers are less influenced by press coverage or printed adverts from rich multinationals. Also the emerging markets consumers are culturally keen to buy feature-rich models at the lowest possible price-points.
Local players have undoubtedly made major dent in foreign vendors market share, but still lot needs to be done by the former to become the brand to reckon with.
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