人獸大戰？印度第二大智慧機品牌Micromaxe最近任命Hugh Jackman為品牌大使，HTC強攻印度市場，勢成鋼鐵人PK金鋼狼。



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Canalys數據顯示，印度智慧機市場一年約3500~400萬支，上季成長率為129%，而中國與全球的市場成長各約108%跟50%！合計三分之一市占的當地兩大品牌Micromax、Karbonn的多數產品售價低於20,000盧比（約NT$9,500）。






Source: Counterpoint Market Monitor Q3 2013

Micromax是印度當地第二大智慧機與第三大手機品牌，擁有各14%跟12%的市占。

The key to success for Micromax and other domestic brands have been aggressive go-to-market strategy with focus on distribution and heavy marketing expenditure. Micromax started with tier- 2 and tier-3 towns targeting low-income rural consumers with low-cost feature phones and moving up to the tier-1 suburban and urban towns.

Micromax over last three years has spent millions of dollars in brand building activities (e.g. TV Spots, Retail branding, hero spots, etc) with hundreds of millions of dollars in getting brand ambassadors from popular Indian sportsperson, Bollywood actors to now even Hollywood actors (e.g. Hugh Jackman) to support international expansion. They have also spent huge dollars on sponsoring big sports events (e.g. Cricket) in India, UAE & other SAARC Countries such as Sri Lanka, Nepal & Bangladesh.

據Counterpoint數據，Micomaxt超越HTC、Motorola、Blackberry, 躍居全球第11大智慧機出貨商，其前為中國Coolpad。

Micromax from India surpassed HTC, Motorola and Blackberry to become the 11th largest mobile phone brand globally for the first time positioned behind tenth ranked Coolpad in Q3 2013.


在這個人口僅次於大陸的國度，覬覦新興市場的中國品牌Lenovo、huawei、Gionee、、Oppo、Xiaomi自不輕縱。

India was one of the sweet spots for Android smartphone maker Xiaomi, as the equation of quality and affordability worked well in the world’s second-most-populous country and the third-largest smartphone market. Our company’s model, with which it beat Apple in China, will help it garner volume market share in India, too.
- Hugo Barra, who recently came from Android to join as Xiaomi’s vice-president in charge of the company’s products and operations in all markets outside of mainland China

現在小米網路商店已開放印度銷售，以Paypal線上付款，國際快遞送貨。當地電商91mobiles與olx也跟小米進貨

Xiaomi might take the general retail route to push products here, apart from selling online.
It would develop some India-specific low-cost models to take on Indian smartphone manufacturers.