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Mobile Convergence space is changing the way content is distributed. It is gradually transforming from a niche phenomenon to a mass phenomenon with technological evolutions.
Today, a mobile phone is an Internet accessed device which is used not just as a telephone but a multifunctional device with music, camera, imaging and so on. With the help of new application software services as we move forward, we see that the PCs, notebooks and mobile computer markets are getting closer to each other and the line of differentiation between them is becoming finer.
Smart devices
The manufacturers are shaping up a strategy to build smart devices and provide an all-round mobility solution to the customers. New trends are shaping up in this space with innovative devices such as notebooks, Netbooks and tablets. The tablet market is all set to become the next buzz in the mobility market.
According to the latest Gartner forecast, worldwide tablet sales will reach 63.6 million units last year – a 261.4 per cent increase from its 17.6 million sales in 2010. In that way, the possibility of a consumer to choose a device that suits his or her needs will increase.
Core audience
As most of the manufacturers define their core audience as ‘Youth', India is one of the biggest potential markets with more than 50 per cent of its population under the age bracket of 25 and 70 per cent under 35. Nielsen report states that the most popular age group using smart phones fall in the age group of 25-34 and 62 per cent of them own smartphones.
To understand the youth and its consumption pattern, it is important to remember that consumption cannot be separated from the social sphere in which it takes place: each society's values, cultural practices and rules shape consumer desires and aspirations. The consumption patterns of North India are distinct from the Southern counterparts. This variety in pattern is visible through the Tier I, II, III & IV cities as well. And this is exactly the opportunity staring at the mobile manufacturers who are constantly eyeing the Indian market and the youth and trying to understand their communication, connectivity and computing needs as a consumer.
The smartphone and tablet PC market is growing by leaps and bounds, consequently. As the boundaries between smartphones and tablets blur, the youth is looking for a one-stop device for all consumption needs. A device that would allow them to access the Internet for social networking, a music player, a camera phone, and gaming solutions and access of new age apps that define the ‘youth' today to a large extent.
From exchanging SMS and ringtones, to stay active on social networks, gaming, usage of apps, photos & video exchange (multimedia usage), the youth is looking for a device that would ‘do it all' and make them stay connected 24X7.
Those who use technology to display modernity and create a more individual identity are looking for more advanced features that enable them to precede the masses, such as memory card storage, HD camera quality, high-tech music players, and so on.
Convergence space
Today, the potential value that mobile devices can offer to both consumers and enterprises has intensified. The growing opportunity in the convergence space has led to stiff competition in operating systems, application systems and companies throughout the value chain.
Until now, the potential size of the mobile broadband device market has been uncertain, particularly the mid-market between handsets and laptops consisting of e-readers, tablets, notebooks and Netbooks.
In the convergence space a device plays a multi-functional role so the major area of concern for the manufacturers will be the services that a device provides along with the form factor. Simple mobility devices with rich user experience will be the key driver in this space.
The communication industry has travelled a long way from 2” screen to 10” screen today and is yet to witness the best innovations. The next phase of growth in the mobile convergent space lies in the form factor which is between a 2” and a 10” and fulfils both computing and connectivity needs of the consumers.
(The author is CEO of Micromax.)
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