Micromax takes the lead in India’s booming smartphone market pushing South Korean giant Samsung behind for the first time in the fourth quarter of 2014, says research firm Canalys.
According to the research, Micromax accounts for 22 percent of smartphone shipments in India in the October-December quarter, up 1 percent from the previous quarter whereas Samsung’s market share fell 2 percent point sequentially to 20 percent in the fourth quarter.
However, Samsung has denied the report, and said it is still the No.1 smartphone player in India.
A statement from Samsung says, “As per GfK data, which is based on actual sales, Samsung’s volume market share in the October-December 2014 quarter was 34.3 percent and the value market share was 35.8 percent.”
In the press statement from Samsung, Asim Warsi, VP, Marketing, Mobile business, Samsung India, stated, “Our volume market share in the smartphone market in the year was 35.7 percent, which is more than double than that of the next player, while our value share was 40.2 percent, which is more than four times the next player. The GfK data is based on actual retail sales in 50,000-plus population cities.”
Micromax has succeeded in capturing the market pulse with the latest range of products. The tough competition Micromax giving to Samsung reveals the growing acceptance of domestic products in the highly competitive Indian smartphone market dominated by mid-range phones.
Micromax has also succeeded in keeping a balance between quality and the price. They have effectively targeted $150 to $200 (Rs 9,000 to Rs 12,000) segment, with products such as the Canvas Nitro and Canvas Hue, says Canalys.
Karbonn is ranked three with 9 percent market share, down 1 percentage point in the quarter. Lava’s share was dropped by 3 percent to 7 percent during the quarter.
Motorola and Xiaomi managed to increase their market shares by 2 percentage points each to 7 percent and 4 percent, respectively while Lenovo remained at 2 percent.
Altogether, 21.6 million smartphones were shipped in India in the period, up from 18.9 million in the third quarter, 90 percent surge from the year before.
The report also shows that 23 percent of shipments were of devices priced under Rs 6,000, while 41 percent were of devices in the range Rs 6,000 to Rs 12,000.