Launching Low Cost Cell Phones into India

Paper Summary:

This paper discusses the international business venture of introducing low-cost and ultra-low cost mobile phones into India. It discusses the market potential for low-cost and ultra-low cost mobile phones throughout India and looks at the rationale for choosing India as the market for choice for the launch. The paper then discusses the strategy that will be employed to launch the cell phones after creating a series of partnerships with providers throughout the country. Several tables and figures are included with the paper.

Table of Contents:
Executive Summary
Indian Market Potential: Rationale for Choosing This Country
Strategy for Launching Into India
Competitive Landscape and Analysis
Organizational Structure at Launch

From the Paper:

"Figures 2 and 3 illustrate that the Indian telecommunications market is maturing rapidly and the beginnings of consolidation are beginning to occur. In many industries consolidation is considered a precursor to pricing being used as the unique value proposition, yet in this case the consolidation of service providers forms the foundation of a reduction in risk. As Figure 2 shows, there is ample room for Joint Ventures (JV), a strategy that can significantly reduce the risk of launching the new company into an unfamiliar and untested market. As part of the risk mitigation strategy this will be the course of action the company takes going forward. Figure 4, Multimedia Cellular Devices Roadmap, shows the progression of services over the first four years of the venture's development. It is critical for the development of the Joint Venture partner with a technology provider capable of fulfilling the requirements of this product roadmap as well."

Sample of Sources Used:

• AMR Research Study. Research Alert on Cellular Phone Costing and Forecast Alert. August 2005. Boston, MA. ABI/INFORM Trade & Industry. ProQuest. 15 May. 2008
• Mike Clendenin. "Tale of two cell phone markets: INDIA and CHINA. " Electronic Engineering Times 4 Jun 2007: 33-34. ABI/INFORM Trade & Industry. ProQuest. 12 May. 2008
• Nibedita Das. "Technology, efficiency and sustainability of competition in the Indian telecommunications sector. " Information Economics and Policy 12.2 (2000): 133-154. ABI/INFORM Global. ProQuest. 6 May. 2008
• Anjan Dasgupta. Competition Policy in Telecommunications - A Case Study of India. 2005. ABI/INFORM Global. ProQuest. 8 May. 2008
• Rob Frieden. "ITU World Telecom 2007 report. " Info : the Journal of Policy, Regulation and Strategy for Telecommunications, Information and Media 9.4 (2007): 81-83. ABI/INFORM Global. ProQuest. 17 May. 2008

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