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It was no good political parade, but a "Nokia Blue Brigade rally", the introduction of the Finnish giant, a powerful weapon of dual SIM phones and conspicuous by its absence in the main handset from the arsenal of the India.
This systematic bombing of the country contributed to Nokia carpet remove something that was unthinkable a few years previously nowhere to come and claim a leading position in the mobile dual SIM market. The iconic brand in the process the fight the ground again the multinational rivals such as domestic Johnnie-come-Latelys lost.
"We had good, but we have redefined the game" has viral Oza, Director of marketing at Nokia India, which allows only in the first month of launch, the company treated approximately 1.7 points Nokia lakh.
Nokia has its first combined dual SIM-last June, two and a half years nachMicromax and Gfive created a sensation. But in less than a year.He replaced the movers in first. According to GfK, a market research company, led with a share of 23% in the segment of dual SIM Nokia-in January 2012.
Samsung, GFive and Micromax followed by 9.8%, 8.7% and 12.7% shares. GfK exchange rate of mobile phone dual-SIM-on market 7.5 million in January combines a total pie 13.4 million units.
Shipments of the multi-SIM devices amounted to $50 million in 2010, a little more than 30% of the shipments together after research and consulting combined company Frost & Sullivan are. This number is doubled in the past year with the contribution of the multi-SIM accounting for half of world supplies.



Various research houses have slightly diffvarious estimates of the size of the combined Indian market. IDC updated 183 million units in 2011 and the strategie Analytics 176,1 million units. These two companies have no Pause-Ups for the dual SIM segment. CyberMediaRecherche as the dual-SIM market is 57% of 183 million units.
According to CyberMedia, in 2011 in the global market for mobile phones India, Nokia retained position as market leader with a share of 31% of sales, followed by Samsung with 15% and Micromax not 3 to 5%.
It was a period of time or Nokia's second largest market in the world together, slipped as its share to more than half in 2011. It is a position of domination with a piece of 70% in 2005. Combined with the beleaguered manufacturer lost traction around the world because of the onslaught of mobile phones on Android from Samsung and Symbian FührteTion the decline in the popularity of his system of operation.
And as it has faced stiff competition India markets combined Chinese and local low-cost manufacturers.The delay in the introduction of dual SIM phones exclusively the problems from almost suicidal. But if the dual-SIM invasion occurred, it has not only helped Nokia off the slide in India, but also in Sesefforts of global relief.
CEO of Nokia, Stephen Elop on his second visit to India in last September, said that the success of dual-SIM in India has been content to penetrate other products. "We get these dual SIM devices and we see?" Not only dual-SIM arrow (distribution), but also other parts stand out, Elop said. "If you the Halo back in the positive direction."
Nokia went home all to prove that she has still the marketing to create significant impact chops. Even if his motorcycle generated enthusiasm in the small towns, Punjab, Rajasthan, Himachal Pradesh, Uttaranchal, put it on theatre Street and rallies of the flame in the night theConsumer engagement. For example, the company began a mass Nukkad Natak (Street Theatre) 575 of towns and villages in six States North Indian activity.




A group of performing artists can make a crowded market area aPlay the comedy, who cleverly wove the advantages of dual SIM phones in the script. This was followed by demonstrations of the product and the price for those who bought on the spot. "The operation was a massive response;" "We have more than three lakh people," said Oza, added that the company was able to sell more than 5 300 dual SIM phones on-site.


TheThe Nukkad Nataks in the local languages for dual-SIM brand had great listeners in local artists of Chhattisgarh, the Lok Kala Sanstha, to more than 36 cable, cell phones. Rural MaharashtHe continued ra awareness with meetings of the flame, with 75-100 participants.

A different strategy had cities such as Delhi, Jaipur, Lucknow and Bhopal, the Finnish company. He ran invitingly twins start C2-00 and X 1-01 dual SIM phone and digital radio campaigns and Ambassador of the Nokia mark for a day. The Festival "Nokia twins day out" saw in Delhi 63 pairsTwins meet June 4. Nokia claims in fact, the LiMCA records book for the largest gathering of twins in India in a single place entered.

Babita Baruah, Vice President and Director (d)Client services, JWT Delhi, explained: "Our biggest challenge was Nokia's position as a thought leader, especially after the delay in the introduction of dual-SIM-." Therefore, we have created a campaign around the slogan "without compromise". "The position reflected in all Nokia dual SIM TV commercials, spr"Oh all the features which had no rival Nokia, adds Baruah.

Nokia soon realized his disadvantage to act late, they are something beyond that existing players had on offer. He rope in a research agency consumers for a study of the market across the country on expectations of consumers of dual SIM phones. Vomited the study has some amazing facts. While some devices have no quality, others were crazyND features such as music and le style.

"Everyone put at risk by buying a dual-SIM phone," Oza said. "This has been a unique opportunity to make a differentiated offer us." Is relative helped raise even Nokia in features late in the day, which had made no other manufacturers available. For example placed its functionality easy exchange second SIM slot on the side of the phone, rather than under the battery. This allows usage ofren, to change a SIMs without removing the battery.

His recall SIMs settings up to five; Micromax and GFive combined can store a SIM settings. In addition its Ovi in life called Nokia, Nokia maps, services and its "touch-type" as value-functionality of additions to. "Mark Nokia like strong credibility, especially at the bottom," said Abhishek Chauhan, senior consultant, practical ICT, Frost & Sullivan, Asiain the South, Middle East.


A large distributithe network of more than 200 000 points of sale has enough insight about the portfolio and choose from, he added. Rahul Gupta, Senior Director (emerging markets) on the analytical strategy is agreed: "Nokia was always a player very hard in low-cost mobile phones".

Micromax, once as the Indian David was prepared to take and to overcome the MNC Goliath NOKIA, slipped through dissemination focuses on the dual-SIM phones and try, grab a piece of the Smartphone. "Like many other players, Micromax tries to be a successor to Smartphone and lost in other segments where it is competitive," said Chauhan.

Professional advertising as Prathap Suthan feel Indian manufacturer never focused on the strengthening of the mark. "This thing of Externali.""Using Chinese products was too good to last", he said. "A brand can be built only through the purchase of a product, Suthan, now adds Director creative by iYogi, a provider of online product support.".>
So exorziert a Nokia finally the spirit of Micromax? "Well," Oza said after a long pause. "The spirit has never really existed."








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