1. at
S Mobility Ltd.
(Formerly Spice Mobiles Ltd.)
Under the Supervision of, Under the Guidance of,
Mr Naveen Bajaj Dr. Amit Gautam
Dy. Gen. Manager- Intl. Sales Asst. Professor
S Mobility Limited Faculty of Management Studies
Noida Banaras Hindu University
By,
Saurabh Pathak
Roll Number: 45
MBA (IB) 3rd Semester
Faculty of Management Studies
Banaras Hindu University

2. Flow of Presentation

Company Profile
Introduction to the Project
Objectives
Data Analysis
Findings
Suggestions
Implications
Limitations

3. Introduction

 Brands: Spice, Hotspot, Saholic.
 Customer base: 15 million.
 Annual volume: 6 million devices.
 Market share: 4.5% of the Indian mobile devices
market.
 'Golden Peacock Innovation' Award in 2010.
 'Product of the Year Innovation' Award in 2010.

4. Innovations

 The first company to launch cellular telephone
services in India.
 India’s first GSM operator to launch a handset
bundled offer for less than Rs.1000.
 First Indian company to launch a Dual Mode phone
in India.
 Launched India's first 3D phone.
 Launched India’s first Dual SIM Android Phone.
 First company in India to introduce a 12 mega pixel
camera phone with optical zoom.

5. International Presence


6. Key People

 Dr. Bhupendra Kumar Modi, Chairman
 Mr. Dilip Modi, Director
 Ms. Preeti Malhotra , Executive Director
 Mr. Kunal Ahooja, Global Head- Devices
 Mr. Rajiv Makhni , Independent Director
 Mr. Kashi Nath Memani , Independent Director
 Mr. Krishan Lal Chugh , Independent Director
 Mr. Subroto Chattopadhyay , Independent Director
 Mr. D.R. Mehta, Independent Director

7. Introduction to the Project

 Entry in Bangladesh Market.
 Distribution Channel Collaboration.
 Distribution Partner is Unitas Distribution
Ltd., Bangladesh.

8. Objectives

 To determine which segment of the market to
target, who is the primary customer and what is the
appeal.
 To determine the products, from company’s current
portfolio, which suit the Bangladeshi market.
 To design customized solutions for Bangladeshi
consumers according to their requirements.

9. Data Analysis

 The data was provided by Distribution partner in
Bangladesh (Unitas Distribution Ltd.).
Continued..

10. Current Mobile Phone User
Base

Mobile Phone Users out of a total population of
around 158 million
People who use
Mobile Phone
43%
People who don't
57%
currently use Mobile
Phone

11. Market Segmentation

Price Ranges Above
$81 - $150 $151
17% 3%
$41 - $80 Sub $40
30% 50%

12. Smartphone Presence

Non-Smartphones Smartphones
17%
83%

13. Mobile Internet Users

Mobile-Internet users out of total Mobile Phone
user base of around 89 million
3%
Mobile Subscribers
who use Mobile-
Internet
Mobile Subscribers
97% who do not use
Mobile-Internet

14. Literacy Rate

Literacy Rate out of a total population of around
158 million
Illiterate
44%
Literate
56%

15. Color Preference

Others Colors
3%
Black
97%
* White Color is not preferred.

16. Form-factor Preference

Slider Form-Factors Clamshell
3% 2%
QWERTY
15%
Bar
50%
Touch
30%

17. Religious Distribution

Religions
Islam Hinduism Others
1%
9%
90%

18. Official Language

 Bengali
* Most of the Phones in Bangladeshi Market come with inbuilt support
for Bangla language and Bangla Keypad.

19. Key Trends

 Music
 Football (*Also the favorite sport)
 Cricket

20. Findings

 Majority of market is dominated by low-price
multimedia handsets.
 Market share of smartphones is less.
 High-end Phones have a very less space in market.
 Bar phones are most preferred, followed by touch-
screen and QWERTY respectively.
 Around 44% of the population still don’t own a
Mobile-Phone.

21. Findings
Contd..

 Low literacy rate is reflected in form of very low
mobile internet usage.
 Around 90% of total population is Muslim.
 Music is a major key-trend prevailing in the
country.
 Football and Cricket are the sports followed by a
majority of people.

22. Suggestions

 To target low-cost multimedia phone market
segment.
 To refrain, initially, from entering into smartphone
segment.
 To refrain from launching Clamshell and Slider
Phones.
 Concentrate mainly on Bar and Touch Phones, as
bar Phones are considered as most reliable and touch
is the trend of the day.

23. Suggestions
Contd..

 Main aspects that should be considered are:
Affordability
User-Friendliness
Music Features
Style
Continued..

24. Suggestions
Contd..

 To provide Bangla language and keypad support in
all phones.
 To provide Islamic Calendar in all phones.
 To provide Islamic Prayers in some phones.
 To provide FM Radio feature in all phones.
 To provide Voice Recording feature in all phones.
 To launch some Music centred phones, in starting
phase itself.
 To provide one-touch apps for Football and Cricket
Match Scores.
 To provide Football and Cricket games.

25. Handsets finally
Launched

26. Spice M-5115
Price: $15


27. Spice Samba M-5560
Price: $22


28. Spice M-5565
Price: $31


29. Spice Flo M-5460
Price: $36


30. Limitations

 Due to technological limitations, company was unable to make
QWERTY keypad with Bangla language.

31. Limitations
Contd..

 A handset ‘Spice Flo-TV’ has done good in Indian Market and
was a great hit in Nepal Market as well, but currently it is
available in only White colour. Hence, it was not launched in
Bangladesh initially.

32. Limitations
Contd..

 Time Constraint.

33. Queries??