Der indische Smartphone Markt: Die entscheidende Schlacht mit ganz ungewohnten Strategien.


Indien ist nach den USA und China bereits der drittgrößte Markt für Smartphones und – was noch bemerkenswerter ist – der am schnellsten Wachsende. Im abgelaufenen Jahr gingen über 40 Millionen neue mobile Endgeräte über die indischen Ladentische, was einer Verdopplung im Vergleich zu 2012 entspricht. Zum ersten Mal war die Zahl der verkauften Smartphones höher als so genannte “Feature Phones”. Heuer sollen mindestens 60 bis 70 Millionen Smartphones verkauft werden. Auf Grund der Marktgröße und Dynamik kann sich kein internationaler Player leisten auf den indischen Markt zu verzichten.

Während vor fünf Jahren Nokia in Indien noch eine Weltmacht (teilweise drei Viertel aller Handys) und RIM (Blackberry) eine Regionalmacht war, übernahm mittlerweile Samsung in quasi allen Preissegmenten eindeutig die Führungsrolle. Aber auch indische Unternehmen wie Micromax, Lava und Karbonn verkaufen extrem erfolgreich speziell für die indischen Kunden zugeschnittene Endgeräte.

In den letzten Wochen häuften sich die Schlagzeilen, die darauf hindeuten, dass nun alle internationalen Player händeringend versuchen sich Marktanteile in Indien zu sichern; mit beträchtlichem Einsatz und jede Menge innovativen Ansätzen bei Strategie, Marketing und Vertrieb. Hier ein Überblick zur Schlacht um Indien:

Nokia probiert es nochmals – skurriler-weise in Kooperation mit Erzfeind Android

Nokia hat im Februar auf dem Mobile World Congress in Barcelona das Android-Smartphone Nokia X vorgestellt. Die neue Smartphone-Serie ist für Einsteiger gedacht und dockt an Googles App-Ökosystem, ohne Google-Services zu nutzen – also voll im Windows Look-and-Feel. Diese Woche wurde das Nokia X in Indien zum ersten Mal gelauncht und ist um umgerechnet 100 Euro am Markt. Weitere Schwellenländer sollen folgen. Ob Nokias neues Smartphone die Konsumenten auf dem schnell-wachsenden Markt Indien tatsächlich überzeugen kann, ist angesichts der gut aufgestellten Wettbewerber fraglich. Die Android Geräte der heimischen Hersteller Micromax, Karbonn und Lava sind demnach nicht nur günstiger, sondern bieten ihren Kunden auch mehr.

Apple will ältere Modelle verkaufen

Das iPhone war in Indien lange nur der statusorientierten Oberschicht vorbehalten. Der typische Inder zahlt nichts für Design, wenn er die gleiche Funktionalität (als Samsung Galaxy) deutlich billiger bekommt. Erschwerend kam dazu, dass bis vor kurzer Zeit die Geräte nur ohne Vertrag – und damit ohne Ratenzahlung und ohne Subventionierung des Telcos – zu haben waren.
Um ein breiteres Publikum anzusprechen setzt Apple in Indien nun auf neue Verkaufsstrategien. Neben dem Vertrieb in Kooperation mit ausgewählten Mobilfunkern (mit Vertrag und Bindung) sollen Vertriebspartner vor Ort kleine Läden eröffnen

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. Vermarktet werden dort hauptsächlich ältere Geräte, die sich mehr Menschen leisten können. Ob diese Strategie aufgeht, ist anzuzweifeln. Apple kann nämlich auch mit dem alten iPhone 4 preislich nicht mit den Angeboten Samsungs oder chinesischer Hersteller mithalten. Den Produktlebenszyklus in Indien zu verlängern ist eine Strategie, die in Indien heute (meist) nicht mehr funktioniert.

Microsoft verschenkt Betriebssystem um in Indien Fuß zu fassen

Auch Microsoft setzt auf den Wachstumsmarkt Indien. Um Android Marktanteile abzujagen dürfen die zwei indischen Smartphone-Hersteller Lava und Karbonn Microsofts mobiles Betriebssystem einem heutigen Bericht der „Times of India“ zufolge nutzen, ohne Lizenzkosten zu bezahlen. Um die beiden Hersteller für sich zu gewinnen, habe Microsoft auf die Lizenzeinnahmen verzichten müssen. Nicht einmal dem wichtigsten Partner Nokia hatte Microsoft bei Beginn der Zusammenarbeit vor drei Jahren ein solches Angebot gemacht. Für Microsoft ist die Lizenzierung seines Betriebssystems das Kerngeschäft. Aber der harte indische Markt verlangt seine Opfer.

HP steigt in Indien wieder ins Geschäft ein

Mit zwei großen Anroid-Geräten will HP wieder in das Smartphone-Geschäft einsteigen. Seit ein paar Wochen sind Slate 6 und Slate 7 VoiceTab in Indien verfügbar
. Der Wiedereinstieg von HP in das Smartphone-Geschäft ist spannend. In der Vergangenheit verliefen die Bemühungen des Unternehmens auf diesem Sektor wenig erfolgreich. 2011 zog sich HP mit der Schließung von webOS aus der Smartphone-Sparte zurück. Nun soll HP seine Smartphones ausgerechnet in Indien launchen, wo die Konkurrenz im Bereich der “Phablets” (Mischungen aus Smartphone und Tablet) hoch ist. Vor allem die chinesischen Unternehmen Lenovo und Huawei sind bereits mit übergroßen Smartphones in Indien vertreten.

Ex-Apple-CEO startet Smartphone-Firma in Indien

Der frühere Apple-CEO John Sculley bereitet laut Boy Genius Report den Start einer Smartphone-Reihe in Indien vor. Der Markenname ist dem Bericht zufolge noch nicht bekannt. Das Projekt soll aber Ajay Sharma als Geschäftsführer leiten, der aktuelle Chef der Smartphone-Abteilung des indischen Herstellers Micromax und vorher Chef von HTC India. Der Mann versteht offensichtlich sein Geschäft und den Markt. Wir dürfen gespannt sein, was da kommt.

Online-Händler bringt eigenes Smartphone heraus

Indiens größtes e-Commerce Unternehmen Flipkart will laut Medienberichten sein eigenes Flipkart-gebrandetes Smartphone auf dem Markt bringen und auch am Hardware-Kuchen mit naschen. Produziert werden die OEM Geräte wohl in China. Der Vertriebskanal steht in diesem Fall zumindest schon.

An diesen Meldungen kann man schon recht gut erkennen, dass es für viele Unternehmen in Indien um alles oder nichts geht.

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About the author

Wolfgang Bergthaler

Wolfgang Bergthaler ist seit 2004 mit Indien beruflich und privat eng verbunden. Als Entrepreneur, Berater und Blogger hat er Land und Wirtschaft von den spannendsten Perspektiven kennen gelernt.
Auf "Indische Wirtschaft" teilt er seine Erfahrungen, insbesondere zu den Themen IT Outsourcing, Tech Startups, Marketing und Vertrieb.