New Delhi: Budget smartphone maker Micromax leapfrogged Korean giant Samsung Electronics to become the leading supplier in India's smartphone market for the first time in the fourth quarter, research firm Canalys said.
According to the report, Micromax has ousted Samsung to become the first domestic vendor to take the top spot in the Indian smartphone market, the third largest in the world.
This performance is partly due to Micromax’s continuing appeal to mobile phone users upgrading to smart phones, the report said.
Its flagship line of products has also very effectively targeted Rs 9,000 to Rs 12,000 segment, with products such as the Canvas Nitro and Canvas Hue.
These segments have helped it take a 22% share of the total smart phone market in India, ahead of Samsung at 20%.
Canalys’ recently published estimates show that in Q4 2014 in India, 23% of shipments were of devices priced under Rs 6,000, while 41% were of devices in the Rs 6,000 to Rs 12,000.
‘Canalys believes catering to local market preferences will become increasingly important. Micromax has been quicker than its competitors to improve the appeal of devices, for example, by including a wide variety of local languages on its Unite phones,’ Canalys Analyst Rushabh Doshi said.
'Lava, another domestic vendor, has launched devices that cater to the preference for greater battery life – in this case a couple of days. But vital to success is selling these handsets at low price points to appeal to the bulging mid-level income market in India, he added.
Overall, the Indian market experienced strong annual growth of 90%, with 21.6 million units shipping in the quarter.
The other major local vendors continued to jostle for third and fourth places. The top four players in Q4 2014 in India by units shipped were Micromax, Samsung, Karbonn and Lava.
According to the research firm, Karbonn remained at the third spot in the country with 9% market share, down 1 percentage point in the quarter.
Lava, another domestic vendor, saw a drop of 3 percentage points in its smartphone market share to 7% during the quarter.