The company is all set to enter smaller Indian towns with iPhones, iPads and the other Apple paraphernalia and hence its erstwhile strategy of doing it with the operators or Apple stores will surely not work, hence it needs to quickly pull up its socks and fervently target the convergence-ready channel partners.
As the company looks forward to increase its base in India, Apple may soon be slugging it out in the trenches with Samsung and other smartphone rivals as India. This is the right time for the companyto look for a rapid increase in the pace of growth in India, a market that it has quite neglected and les cared for, up till now.
While the iPhone has always been an object of desire, Apple wasn’t able to make a big dent in India because of pricing issues peculiar to this country – even today here smartphones can be easily had for about Rs 5000. Until recently, this was taken to mean that Apple wasn’t really interested in pushing sales in the world’s largest mobile market after China, while companies such as Samsung. Micromax, Karbonn have pitched their products hard in India and have done quite well son far.
There is no doubt that channel partners and the overall strategy to hold big number of telecom and convergence-ready channel on their side has surely played a critical role in term of establishing the supremacy of India’s mobile biggies such as Micromax.
At present, Samsung leads the India smartphone market with a 36% volume share, according to market research firm Canalys, while Apple’s was 2% in the April-June quarter. However, Apple has taken different route to address this problem. The company has tried to work around pricingconstraint by offering iPhones and other devices on EMIs, tapping a considerable vein of pent-up demand in India.
As a result, today, a lot of market analysts and experts feel that Apple’s move to expand its distribution penetration into smaller towns is a sign that the Indian operation is being given greater autonomy and greater importance. Moving forward there is most likely to be a lot of action on the channel front. And that too channel partners which are convergence-ready so that the intake is done without much of handholding.