India’s mobile device market grew to more than 100 million unit shipments in 2009, and is poised to grow by 10-12% in 2010. Competition is intense, with several local Indian brands joining the fray and gaining share from the major OEMs. Their aggressive marketing and focus on locally popular features such as dual-SIM have changed the competitive dynamic in India and increased the need for more localized strategies. Ovum expects the volume mix to shift to the mid- and high-tier segments as the replacement cycle shortens and users upgrade their phones. This trend, combined with 3G launches, will drive sales of smartphones and high-end feature phones.
