Музыка, фильмы, игры

NEW DELHI: Caught between a market leader busy ramping up its offerings and a bunch of domestic players making long strides in the marketplace, mobile handset makers such as Samsung, LG and Sony Ericsson are betting on services and free apps to boost sales.

Samsung Electronics, the world’s second largest mobile handset maker after Nokia, will soon roll out smartphones based on a new in-house operating system platform, BADA, which will enable users to download music, maps, games and access interactive features online.

LG Electronics, the country’s largest consumer electronics firm, and Sony Ericsson too are ramping up applications, music and games available on their online stores as services fast become a key differentiator in the handset market that has of late seen a slew of domestic firms such as Micromax, Karbonn and Intex making large inroads and new established brands like Videocon and Onida entering the field.

“The integration of mobile handsets with services is really the future of telephony in India. Consumers, both rural and urban, expect more than just a handset from marketers and they are responding to what consumers expect,” says Shravani Sen, head and director, qualitative division, at market research firm Synovate India.

Already about 10% of the 525 million mobile subscribers in the country (December 2009) uses online services provided by handset makers, according to industry experts. And the number is galloping as curiosity makes consumers try out online services.

Also, about 12% of the service providers' revenues come from mobile value-added services (MVAS) and data services such as ringtones, music and navigation.

“We have been focusing more on open operating system mobiles since many key characteristics of smart phones are becoming more important now,” says Ranjit Yadav , director, mobile and IT, at Samsung India. “Mobile internet, messaging features, strong third party applications and flexibility for customisation are areas we are looking at developing.”

The company already has phones that operate on Microsoft Windows Mobile and Google’s Android platforms that offer online services. But Samsung is entering the market with own system as well to open a new revenue stream. It’s also spurred by the initial response to Nokia’s Ovi store that’s seeing more than one million downloads a day.

“We have seen a marked shift in consumer behaviour with the handset emerging much beyond a voice device to become the consumers’ information/commerce/multimedia tool,” says Viral Oza, head, activation, media and online marketing, at Nokia India. The company on Monday announced the world’s first money transfer platform through mobile phones in India.

Nokia had last month announced free satellite navigation system to its smartphone users to take on Google’s Android platform as well as to catch up with Apple iPhone and RIM’s BlackBerry in the smartphone market. More than three million Ovi Maps have been downloaded to date.

“It is more important now than ever to give consumers a complete offering, the right mix of software and handset hardware,” says Sudhin Mathur, business group head, mobile communication, at LG India, which has 1,400 applications on business, healthcare, games and utilities available for download in its online applications store.

Sony Ericsson’s playnow online application store offers music and game downloads including latest launches like Satio, Aino, Yari and Naite.

While most handset players offer most of their offerings free online, ultimately they want to replicate Apple’s iTune store that has attracted millions of users globally and has become a big alternate revenue stream for the American handset company.

The mobile phone market in India is worth 130 million handsets annually. While the big boys like Nokia, Samsung, LG, Motorola and Sony Ericsson make up for 70% share, the market has of late seen a slew of domestic firms such as Micromax, Karbonn and Intex making large inroads and new established brands like Videocon and Onida entering the field.

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