Leadership In Mobile Phone Industry

By:Jay Sheth Shreenivas Yadkikar Liston Joseph Maprayil Harsh Mirpuri Sandesh Chavan

Agenda

Android OS Pure Android phones OS adaptation by:

Sony Corporation Micromax Samsung iPhones Jobs Leadership

Apple iOS

Android

A Linux-based operating system Designed primarily for touch screen mobile devices Acquired by Google on August 17, 2005 Unveiled in 2007 along with founding of Open Handset Alliance First Android-powered phone sold in October 2008 Is open source and code is released under the Apache License

Can be freely modified and distributed

Low-cost, customizable, light-weight operating system Additional applications on televisions, game consoles, digital cameras and other electronics

Each updated version is named in alphabetical order after a dessert or sugary treat Share in global smart phone market 64% 11868 different models, scores of screen sizes and 8 OS versions simultaneously in use Worlds most widely used smart phone platform

Approximately 700000 apps available for Android

48 billion apps installed from Google Play store Used by 71% of mobile developer population 1 billion Android devices activated

Flagship Phones & Nexus Devices

Google launched flagship phones under the Nexus series having pure Android OS The pure Android phone concept was very well received and was adapted by Samsung and HTC

SONY Corporation

Major player in electronics, entertainment industry Founders: Akio Morita and Masura Ibuka

Founded in 1946
Ranked 87th in fortune 500 list CEO: Kazuo Hirai

Leadership at SONY

Changing name
Tokyo SONY

Tsushin Kogyo (Totsuko)

Choice of Logo Employee hiring

Leadership of SONY

Products
Walkman TR TR

55 (Japan's first transistor radio)

63 (world's smallest transistor radio) first direct-view portable TV

World's

World's

first organic light emitting diode (OLED) TV

Face of Made in Japan products in US market

Changes in strategy

Media Business Electronics

SONY Bank, SONY life insurance

Television business XPERIA

Executive Summary
Micromax entered into handset market in 2008 and within 3 years it became the third largest handset manufacturer in India

In this period, it has focused mainly on rural market and has become a leader in the same

Now it started to expand its presence within India and on international level Micromax has presence in more than 560 districts through 125,000 retail outlets in India

INNOVATIONS

30 day battery standby phone-X1i GC700 was a dual sim device which enabled GSM & CDMA in one device with just a flip of the device

Universal Remote Control Phone-X235

A85was the first Gesture recognition phone in India, the phone functioned with gestures and needed no touch Q3 was the first qwerty keypad chat device under 100$ X360 was the first MTV phone with Yamaha chipset for better sound quality Canvas A250 Turbo was the first phone with Object Eraser app for the camera

Pricing Strategy:
Its

at the core of Micromax to serve the customers by providing them with lower cost, value for money products
Thus So

Micromax adopted penetration pricing

with a lower price they are providing with almost same functionality which in turn helped them in gaining a better share in the mobile market as consumer also wants lower price phones with higher functionalities

SWOT Analysis
Strengths: Innovative products and features- Marathon battery mobile phones with a 30-day battery life, phone which is programmable as a universal remote control, gravity phones are some of the features which have increased the popularity of the product. Low cost of production With its plants located in China, Micromax bears a low cost in production due to availability of labor at cheaper rates. Effective promotion campaigns- Micromax has been promoting its products through famous celebrities and has also had tie ups with MTV.

SWOT Analysis(contd.)
Weaknesses:

Weak brand image in urban areas- Micromax has still not been able to establish itself well in the urban market as its main concentration had been on the rural population.
Perception of low-quality Chinese brand- Micromax has a manufacturing unit set up in china which has strengthened this perception among people.

SWOT Analysis(contd.)
Opportunities:

Increase penetration in urban market- Since Micromax has started entering this market; it has a very huge opportunity to establish itself in this market.
Entry into international markets- Micromax has the potential to make its presence felt on global scale eventually as it establishes itself in the domestic market.

SWOT Analysis(contd.)
Threats:

Increasing competition from local and international players- With well established players like Nokia, Samsung, etc Micromax faces a tough competition from these players. Replication of business model by competitors- Micromaxs business model has been replicated by many new players which again pose a threat to Micromax.

Leadership by

About Samsung

Founded in 1938 Founder Lee Byung-chul

Headquarters Samsung Town, Seoul, South Korea

Chairman Lee Kun-hee CEO Dr. Oh-Hyun Kwon

Revenue US$ 268.8 billion (FY 2012)

Leadership history
2005

Ranked 27th in the Worlds Most Admired Company of Fortune Released the worlds first 7 mega pixel camera phone Developed the first-ever speech recognition phone Unveiled 10M pixel camera phone Took No. 1 spot in US cellphone market Built the worlds largest mobile phone as recorded in the Guinness Book of World Records

2006

2008

2009

Leadership history
2010

Brand value was ranked No. 19 in the world by Interbrands 2010 Best Global Brands Became the #1 global electronics company by sales Launched the Galaxy smartphone series with the Android OS

2012

Took 9th place among global top 100 brands with a brand value of USD 32.9 billion

2013

Launched Galaxy S4 in the global markets

Innovations
Galaxy Note

Smartphone-tablet hybrid with a giant screen Ability to run two apps at once in a split screen or separate window Stylus Voice assistant Google Now

Galaxy S4

Touch-less tech S Health

Galaxy Gear Galaxy Round

The Beginnings of Apple

Product line-up

Computers Cellular phones MP3 players Software Online Music Vendor Distributes third party computer Accessories Apple TV an online television adapter

Apple's innovations

Apple II Macintosh

iTunes
iPod Apple Store

iPhone
App Store iPad

Siri

IPhone

First full touch screen phone without physical keyboard IOS - Consumer friendly User Interface Upward line of technology

Touch ID - biometric fingerprint scanner

Siri - voice-guided digital assistant App Store

iTunes

App Store (iOS)

Digital distribution platform for mobile applications Application based Ecosystem for Mobile computing

More than 1.1 million applications available for iOS

More than 65 billion application downloaded till date Generated revenue of 10 billion dollars in year 2013

Operate on Revenue sharing model with 70% of revenue goes App developer while apple takes 30% of revenue generated
Developers have earned 14 billion dollars in total till now

Components of Job's leadership

Focus Passion

Risk taker
Innovation Involvement

Effective Communication

The leadership style of Steve Jobs Transformational leadership

Like a transformational leader, he focuses on " transforming " others to help each other to be encouraging and harmonious, and to look out for the organizations a whole . His leadership creates valuable and positive change in the followers In his leadership he enhances the motivation performance of his followers group , some people also categorize him as a charismatic leader Innovation distinguishes between the leader and the follower This quotation is the key to the leadership style of Steve Jobs; he has made innovations accessible to the customers so that they keep opening their wallets.

References

www.sony.net Annual report 2012-SONY Corp

http://robins.richmond.edu/documents/cases/Sony.pdf
Made in Japan: Akio Morita and SONY by Akio Morita

Thank you