Cricket superstars driving smartphone market share battle

It is a battle for market share between two rival mobile phone brands. Both are not the top brands in the country but would definitely want their place in the sun.

One is endorsed by former Indian captain Mahendra Singh Dhoni while the other has just roped in Virat Kohli as their brand ambassador.

Virat Kohli tweeted the picture announcing his association with Gionee while number of Dhoni’s television commercials with Lava has already been aired. A new commercial is being shot and actress Alia Bhatt could be seen with the Indian captain too.

According to media reports, Gionee is looking for aggressive growth in 2017 and is looking to touch 500 retail stores during the calendar year. During the IPL, it had started a new branding campaign with IPL franchise Kolkata Knight Riders.

There is another thing that is common between both the brands – given their market share, both are not among the contenders for the top position and that is why they need marquee brand ambassadors, who can add some fizz to the brand.

The smartphone market hit a figure of 30 million for the first time between July and September of 2016, according to IDC mobile phone tracker. During the quarter, smartphone sales touched 32.3 million units, with Samsung continuing to be the clear leader, comfortably perched at 23 per cent market share.

Lenovo, along with Motorola, is the second largest company with a 9.6 per cent market share. Lenovo’s K5 has been flying off the shelves and both Dhoni and Kohli’s magic will have to work to wrest some market share from such brands.

Micromax, with 7.5 per cent market share, has slipped to third place in the Indian market, with relentless pressure from low cost sub-$100 phones manufactured by local vendors.

Chinese brand Xiaomi at fourth (7.4%) and Reliance Lyf (7%) are the other two who make up the top five smartphone brands in India. Others brands together make up 45.5 per cent of the market.

Smartphone market share

Smartphone Q3 2016 (%)
Samsung 23
Lenovo Group 9.6
Micromax 7.5
Xiaomi 7.4
Reliance 7
Others 45.5

Source: IDC

Credit: Twitter, YouTube

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