Sales_&_Marketing_Deep_Diagnostics_3

Page 1

Case Study and Sample Slides Smartphone Market Assessment

Disclaimer This document is the proprietary and exclusive property of Sutherland Global Services except as otherwise indicated. No part of this document, in whole or in part, may be reproduced, stored, transmitted, or used for design purposes without the prior written permission of Sutherland Global Services. The information contained in this document is subject to change without notice. The information in this document is for information purposes only. Sutherland Global Services® disclaims all warranties, express or limited, including, but not limited, to the implied warranties of merchantability and fitness for a particular purpose, except as provided for in a separate software license agreement. All confidential or proprietary information contained in Sutherland’s response shall at all times be and remain the sole and exclusive property of Sutherland Global Services, Inc.

©©2012 GlobalServices Services Inc., rights reserved. Privileged and confidential information of Sutherland Global 2010Sutherland Sutherland Global Inc., All All rights reserved. Privileged and confidential information of Sutherland Global Services Inc. Services Inc.

www.sutherlandglobal.com


Disclaimer Disclaimer

THE SAMPLE CONTAINS EXCERPTS FROM A STUDY CONDUCTED BY SUTHERLAND GLOBAL SERVICES FOR ITS CLIENT. THE SAMPLE MAY NOT CONTAIN ALL THE PAGES OF THE ORIGINAL DOCUMENT THIS SAMPLE HAS BEEN PREPARED BY SUTHERLAND GLOBAL SERVICES INC. OR ITS ASSOCIATES OR AFFILIATES (“SUTHERLAND GLOBAL SERVICES”) EXCLUSIVELY AS AN ILLUSTRATIVE SAMPLE ONLY AND IS SENT TO AUTHORISED RECIPIENTS SOLELY FOR THE PURPOSE OF EVALUATING SUTHERLAND GLOBAL SERVICES’S SUPPORT SERVICE CAPABILITIES. THIS SAMPLE SHOULD NOT BE CONSIDERED AS AN OFFER TO SELL, A SOLICITATION TO BUY, OR AN ENDORSEMENT OR RECOMMENDATION OF ANY COMPANY. SUTHERLAND GLOBAL SERVICES DOES NOT GUARANTY THE ACCURACY, COMPLETENESS OR OTHER CHARACTERISTICS OF THE DATA / INFORMATION OF THE REPORT.

This Sample may not be reproduced or distributed (in whole or in part) to any third party without the express prior permission of Sutherland Global Services. Sutherland Global Services may also have (or have had) arrangements with entities whereby Sutherland Global Services receives or is in receipt of information relating to the subject matter of this Sample that is confidential or proprietary to a third party, and thus may not be utilized. Accordingly, Sutherland Global Services may be in receipt of relevant information that is not reflected in this Sample.

© 2012 Sutherland Global Services Inc., All rights reserved. Privileged and confidential information of Sutherland Global Services Inc.

www.sutherlandglobal.com January 14, 2013

2


Global Smartphone Market Assessment Client •

The client is a leading investment bank in Canada dealing both in the domestic and international equity and debt capital markets

Project Scope •

The client mandated SGS to survey the leading mobile telecom operators across the globe in order to assess the smartphone market on the following issues: – Current and likely future trends in the smartphone market – Key drivers & inhibitors for adopting particular smartphones – Share of Smartphone brands, brands seeing high uptake vs. brands witnessing declining sales – Operators related initiatives to increase smartphone sales, data usage, etc.

Sutherland’s Solution •

50 telephonic surveys were conducted with top level marketing/ sales executives in order to assess the smartphone market. After every interview, the survey data was collated and compiled to facilitate data analysis. The data was analyzed using plain cross tabulations to derive graphs/statistical analysis. The analysis were presented across: – Popular smartphone brand – Region/ Country level

•Benefits to the Client •

The complete smartphone dynamics, both current and past was available to the client. It helped the client form an opinion on the leading smartphone brands, how each of them is perceived across different regions & countries, the brands that have increased/ decreased along with reasons, etc. Further, the client could forecast smartphone trends across regions based on the supply and demand dynamics inferred from the leading operators. Finally, the analysis was useful to the client to come up with an extensive report with coverage on leading smartphone brands for each major country

© 2012 Sutherland Global Services Inc., All rights reserved. Privileged and confidential information of Sutherland Global Services Inc.

www.sutherlandglobal.com January 14, 2013

3


Geographies Covered Argentina

Movistar Telephonica

Brazil

Oi (Brazil Telecom)

Mexico

Lusacell

Latin America 9%

Asia Pac 35%

Australia

Singtel Optus

Bangladesh

Grameenphone

Cambodia

Mobitel

China

China Telecom

Hong Kong

CSL Hong Kong

Celcom

Tata Tele

Telenor

Middle East 6% India

Israel

Orange- Partner

Morocco

Meditel

UAE

Etisalat

Belgium

Belgacom

France

Vodafone SFR

Germany

Vodafone

Italy

Telecom Italia

Portugal

T-Mobile KPN Vodafone TMN Portugal

Russia Spain Sweden Turkey UK Ukraine

Softbank Maxis

Idea Cellular

Malaysia

DiGi

Pakistan

Warid Telecom

Bharti Airtel

Ufone

Aircel India

Philippines

Globe Telecom

Indosat

Sri-Lanka

Dialog Telekom

Africa 15%

Europe 35%

Movistar

Netherlands

Indonesia

NTT DoCoMo Japan

Beeline

Algeria

Orascom telecom (Djezzy)

Egypt

Vodafone Egypt

Nigeria

Globacom

Euskaltel Spain Vodafone Spain Tele 2

MTN South Africa

Vodacom Cell C

Turkcell Vodafone BT Kyivstar GSM MTS Ukraine

• Every major market except the US and Canada has been considered in the sample • Major focus has been on large markets having mobile subscriber base above 25mn

Source: Sutherland Research

© 2012 Sutherland Global Services Inc., All rights reserved. Privileged and confidential information of Sutherland Global Services Inc.

www.sutherlandglobal.com January 14, 2013

4


Key Outcomes (2)

Cluster 1

Cluster 2

• Low smartphone penetration is typically accompanied by lower GDP per capita in case of Asian and African countries. The penetration for such countries lies in the range of 10%-20% as observed in the Cluster 1. Relatively lower 3G penetration & lower disposable income could be the major reasons for the lower smartphone penetration • Singapore is an exception, where smartphone penetration is quite higher accompanied by high GDP per capita • Cluster 2 comprises primarily American and European countries with higher GDP per capita and penetration in the range of 20%-40% Source: Sutherland Research

© 2012 Sutherland Global Services Inc., All rights reserved. Privileged and confidential information of Sutherland Global Services Inc.

www.sutherlandglobal.com January 14, 2013

5


Key Outcomes (2) Market Share

Smart Phones

iPhone

# Respondents indicating preference (from 1 to 5)

21

26%

Samsung

22%

9

Nokia

18%

8

BlackBerry

17%

10

Others

17%

1

2

3

5

6

4

5

5 3

13

12

1 indicates the most preferred smartphone and so on.. N=50

4 4

20

2 6

4

13

12

17

22

Countries indicating rank 1

5 21

11

8

2

Algeria, Brazil, France, Italy, Morocco, Philippines, South Korea

Egypt, Nokia, Kazakhstan, Malaysia, Portugal

Indonesia, Mexico, Nigeria, South Africa, Sri Lanka, Turkey, Chile

9

15

Australia, Belgium, Cambodia, Canada, Germany, Greece, Jap an, Kazakhstan, Netherlands, Singapore, Spain, Sweden, UK & the USA

1

Pakistan, China

• BlackBerry was the most preferred smartphone among all, primarily by the AsiaPac, Europe and North American operators • Samsung has been rated well by some of the Asian, African and European operators

Source: Sutherland Research

© 2012 Sutherland Global Services Inc., All rights reserved. Privileged and confidential information of Sutherland Global Services Inc.

www.sutherlandglobal.com January 14, 2013

6


Key Outcomes (3) Performance of the device: Response across Regions 8

18

5

Popular in enterprise segment

1

Good aesthetic appeal

1

Better features than i-Pad

1

7 16

5

7 3

4

3

2

3 2

2

2

2 1

Asia Pac

Europe

Africa

Early to Say

Poor

Not so Good (17) Small Screen Would be popular only with BB users Not a SIM based product & hence operators are… i-Pad more popular

Little expensive device Good for enterprise but not for consumer segment Asia Pac

Good (4)

Europe

Africa

1

Latin America

Not so Good

1

North America

Good

Early to Say (15)

1

Not available in domestic market, people purchase from…

2

Poor (10) Would not appeal to consumer…

1

Expensive device

1

Lacks applications as compared to…

1

1

1 1 1 Launch awaited

3

1

1 1 2 2

1

Recently launched

3

North America

5

3

11

1 Latin America

1

Asia Pac North America

Europe Latin America

Handicapped without BB phones as it…

Africa

3

Asia Pac North America

2

2

Europe Latin America

Africa

Source: Sutherland Research

© 2012 Sutherland Global Services Inc., All rights reserved. Privileged and confidential information of Sutherland Global Services Inc.

www.sutherlandglobal.com January 14, 2013

7


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.