“The problem is that no one of the founders of Micromax Spare Parts is a product person. They have expertise in marketing and distribution. “Said the executive. But just as the search for the right product leader started, something else came into view: the smartphone.
By late 2010 and early 2011, market demand was turning to smartphones. That changed everything. For one thing, it puts most Indian companies in a level playing field with the international giants of the time: they are all trying to find the secret to conquering smartphones. But at the same time, according to people familiar with the matter, investors from Micromax and other Indian companies are continuing to call on them to invest in research and development.
As it enters the smartphone world, Indian brands have launched a feature that will set the tone for the industry in the next few years: double CARDS. At the time, India’s traffic and telephone costs were much more expensive than it is now, and SIM CARDS were often replaced to save money. According to Counterpoint, in 2017, more than 90 percent of smartphone shipments in India are equipped with dual-card dual-use functions.
Micromax and other Indian companies have further used their relationship with China’s ODM to start offering low-cost smartphones locally. The Micromax Spare Parts is quite popular, because a lot of India’s people want to get their first smartphone, but looks no different from the equipment, hardware configuration and software functions are very similar.
India’s smartphone makers are benefiting from a surge in demand for low-cost phones. Between late 2010 and mid-2011, these companies had a combined market share of less than 10% in the smartphone market, and by 2015 that figure climbed to more than 50%. Thus, they are finally in good business. Then came the turning point.
After years of continuous growth, China’s smartphone market has become saturated, and huawei, jin li, xiaomi and other local companies have struggled to keep pace. As a result, many of these companies are starting to look at foreign markets: India, Indonesia and other parts of the world have quickly become the focus of their markets.
India is a natural choice for a number of Chinese companies, especially vivo, OPPO and jin li, because they have previously been the ODM partners of Micromax and many other Indian companies. “They are very clear about what types of smartphones Indian consumers want. With years of experience in China, the world’s largest smartphone market, they already know which development strategy to implement. Cora of Converence Catalyst points out.
In the first few months, Indian smartphone makers have shown little concern about rising competition in their home market. In fact, at the Rise conference last year, the co-founder of Micromax, Vikas Jain, announced plans to enter China in a bid to compete head-on with Chinese manufacturers.
But soon, as more smartphone makers, such as xiaomi, moved into India, they began to land in the country, and local manufacturers became alarmed. They are finally starting to bring in professionals from other companies. Micromax, for example, has brought in Vineet Taneja, a former senior executive at samsung and Airtel.
The operating conditions of those companies should have improved, but they did not. Executives like Mr Takenaga do not have much to do. The executives’ power has been limited, according to several executives and insiders who asked not to be named.
“The roles of those executives, or the direction of the company, or the way in which they are professionally managed, have never been justified.” “Said one of the sources. In the end, they say, the founders have the final say, even the little things. According to sources, Micromax should change that culture in order to succeed in the future when India’s first Micromax Spare Parts manufacturer’s culture is “deviant”.