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Micromax A110 Canvas 2 the show stopper of 2013: The Mobile Indian Survey

As per our Annual Handset Hotlist of 2013, eight handsets each were from Micromax and Samsung; four were from Nokia; two from Karbonn, and one each from, Apple, Xolo and Karbonn.

In 2013, over 357 mobile phones and tablets were launched in India which includes 60 odd devices from handset giants like Samsung, Nokia, and Sony. But curiously, Micromax A110 Canvas 2 was the most searched smartphone in the country last year, as per the data collected by The Mobile Indian.

Canvas 4, another handset of Micromax, was the second most hunted handset last year, the data collected by a study of online preferences of over one million people who visited the website (www.themobileindian.com) every month in 2013 revealed.
The Mobile Indian Survey
As per our Annual Handset Hotlist of 2013, eight handsets each were from Micromax and Samsung; four were from Nokia; two from Karbonn, and one each from, Apple, Xolo and Karbonn (see the chart below).

Top 25 Handset Hotlist for January-2014
Rank 2013 Model Relative score Price (in Rs.) OS Screen Size (in inches) Camera Front (in MP)
1 Micromax A110 Canvas 2 100 10,999 Android v4.0.4 5.0 8
2 Micromax Canvas 4 97 16,990 Android v4.2.1 5.0 13
3 Samsung Galaxy S Duos 78 9,500 Android v4.0 4.0 5
4 Samsung Galaxy Grand Duos I9082 75 21,000 Android v4.1.2 5.0 8
5 Micromax Canvas HD A116 65 16,000 Android v4.1.2 5.0 8
6 Nokia Lumia 520 62 8,599 Windows Phone 8 4.0 5
7 Sony Xperia M 62 12,499 Android v4.1 5.0 4
8 Samsung Galaxy Mega 5.8 55 23,400 Android v4.2.2 5.8 8
9 Apple iPhone 5 54 45,000 iOS 6 4.0 8
10 Samsung Galaxy Young 50 7,599 Android v4.1.2 3.27 3.15
11 Karbonn Titanium S5 50 10,699 Android v4.1 5.0 8
12 Micromax Canvas 3D A115 49 9,000 Android v4.1.2 5.0 5
13 Samsung Galaxy Mega 6.3 48 27,999 Android v4.2.2 6.3 8
14 Micromax Canvas Doodle A111 47 9,999 Android v4.1.2 5.3 8
15 Samsung Galaxy Core 45 12,900 Android v4.1.2 4.3 5
16 Samsung Galaxy S4 45 35,699 Android v4.2.2 5.0 13
17 Nokia Asha 501 36 4,999 Asha OS 1.0 3.0 3.2
18 Micromax Canvas Viva A72 33 6,299 Android v2.3.6 5.0 3
19 Nokia Lumia 925 33 28,590 Windows 8 4.2 8
20 Xolo A500S 32 6,499 Android v4.2 4.0 5
21 Nokia Lumia 620 32 14,399 Windows 8 3.8 5
22 Samsung Galaxy S4 Zoom 31 26,999 Android v4.2.2 4.3 16
23 Micromax A88 Canvas Music 31 8,699 Android v4.1.1 4.5 5
24 Sony Xperia J 29 13,990 Android v4.0.4 4.0 5
25 Micromax A110Q Canvas 2 Plus 27 11,000 Android v4.2 5.0 8

Operating system:

As the Handset Hotlist shows, in 2013, Android operating system based devices were the most sought after. Out of the top 25 most searched handsets on www.themobileindian.com last year, 20 devices had Android operating system, while three were based on Windows Phones, and one each on the iOS and Asha platforms.

As the above graph suggests, is it quite evident that Android based handsets are available in different price brackets and that is one of the most important parameters on which most Indian consumers make a buying decision.

Interestingly, of the three Windows Phones operating system (OS) based devices that made it to the top 25, one is available for less than Rs 10,000, while another is available between Rs 10,000 and Rs 20,000. The third smartphone was available for more than Rs 20,000. In the above mentioned price segments as compared to one device from Windows Phone OS in each segment Android had seven, eight and five devices respectively (in the Handset Hotlist).
The Mobile Indian Survey
Camera:

Not long ago consumers used to invest money in buying a standalone point and shoot camera but now phones have been made them redundant. This is also reflected in the Annual Hotlist as all the top 25 phones that made it to the list had cameras. 10 mobile phones had an 8 megapixel resolution based rear camera, nine had 4- 5 megapixel resolution, three had 3 megapixel and the remaining three handsets had 13 megapixel or more resolution.

Average price of nine handsets, excluding iPhone 5, that were having 8 megapixel camera resolutions was around Rs 17,000. On the other hand average price of nine handsets that were having around 5 megapixel camera was around Rs 10,000. This clearly shows a good camera was one of the important parameters that a buyer in India is looking for in a handset.
The Mobile Indian Survey
Relative Index:

As far as Relative Score, a metric that helps determine a phone’s overall score in relation to its competitors, is concerned, in 2013 there was a close competition between two handsets of Micromax for slot No 1 and 2. After that there was again close competition between two handsets from Samsung for slot No 3 and 4.

The gap between two consecutive models, from No 5-16, was between 2 to 5 per cent and after that there was sudden drop of 10 per cent. Position No 17 onward the competition was quite close and difference was between 1 to 4 per cent between consecutive handsets.
The Mobile Indian Survey
If we look at the table above it is evident that Indian brands, on an average, were launching five handsets every month for an average price of around Rs 8,500, which was perhaps their success mantra.

On the other hand, MNC brands were also launching five devices every month but the average price of their handsets was around Rs 27,000. The result is slightly skewed due the average price of Apple devices. If we strike out the Apple phones from the list, then the average price was around Rs 17,000. This shows that the average price of handsets launched by MNC players was more than double than what Indian players are offering.

As far as the display size is concerned, except Nokia, everyone else were offering display screen size of 4-inch and above on an average. It should be recalled that last year, out of 22 devices that Nokia had launched, 8 were feature phones and Asha series of phone which came with smaller screen sizes.

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