On the way to comeback, Nokia really has to determine and target at a potential market to get back their crown. While US is a competitive market, Nokia seems to focus on Asia or Europe, where there are still a lot of their fans. India currently has 68 smartphone brands with the population 1.3 billion. This country is totally an easy pie as a Nokia Target Market.

Reasons why India will be the biggest Nokia Target market

 This country has over 700 million mobile users and Indians have a high demand for 4G smartphones with low price. This also helps explain the number of 4G LTE supporting smartphones sold last year, 30 000. Unlike other emerging markets, it seems that Apple has no affinity with India. The sales of the iPhone 6, 6S and even the low price Apple phone – iPhone SE – is very meager. Indians seems to focus on the commensurate between the value and the price. Nokia, on the other hand, is famous for their appropriate price and durable phones. 

India poses strong potential and the conditions to become a golden market. A population of over 1.3 billion people is expected to overtake China in 2028. India also has a developed economy. There is no suspicion why it is the 3rd largest smartphone market in the world. Moreover, there are many users who are upgrading from feature phones to smartphones. Of the 10 Indian people, only one person using smart phone and the other 9 people will soon get one for their own. This is actually a good sign for Nokia to return to smartphone segment here.

According to Bernstein, an investment research firm, India will consume about 650 million smartphones and 18.7 million tablets in 2020. A few years ago, most of carrier offered phones in India is Nokia or Samsung. Bernstein’s report said that in 2014, 42% of smartphones sold in India is priced under $100. This is actually good news for the Nokia, a brands with appropriate and affordable price while Apple or Samsung normally have higher cost.

This Nokia Target Market challenge

There is still a challenge for Nokia in this market. India’s Internet is surprisingly underdeveloped. Not only the Internet access rates the lowest among emerging markets, but also the online trade almost doesn’t develop in this country. Whereas, Nokia owns one of the most modern telecommunication technology, 5G. So let’s see if Nokia smartphones will be welcomed in India.