MUMBAI/NEW DELHI: Smartphone brands will have to push their limits when it comes to marketing their 5G devices because the proposition of the new generation telecom technology alone will not be enough to stand out in the real crowd that is the Indian smartphone market, brand and marketing experts said.
They added that the proposition must be “5G++” if a brand hopes to make a dent in the market and strengthen its position.
“5G has become a hygiene thing above a certain price point. It’s now an unspoken comparison feature, and you can’t live without it in the market,” said Navkendar Singh, senior research director at IDC India.
He stressed that 5G is no longer a standout or standout feature and that brands “cannot sell a phone over Rs 20,000 without 5G support”.
Prachir Singh, senior analyst, Counterpoint Research, added that just supporting 5G is now not a differentiator as any brand can implement 5G basebands. “But differentiation will come in the cameras, user interface, etc. Brand messaging will focus on things that then differentiate themselves from others.”
The biggest draw in this case will be video.
“5G is all about video. Faster downloads, no buffering and better sound and picture. So, handset makers will need to ensure that their products give the customer access to these benefits of: 5G technology”, said brand advisor Harish Bijoor.
Aside from bringing these features to market, handset manufacturers will have to up the game when it comes to their content partnerships and bundling, he added. “I see foldable devices and features like screen size, good projection of phones becoming more and more popular.”
The marketing of handsets that offer 5G support will also lead to some kind of creative competition. Posts aside, the creative of the ads has to cut through clutter.
While mobile phone manufacturers in India seem to have withdrawn celebrity support for the time being, one could see a re-emergence of the trend. Or mascots could make a comeback in the industry, with each brand pushing its proposition through its own mascot to create differentiation and further remember.
Another possibility is the return of smartphone brands as key players in the game of sports sponsorship. Although experts believe that Chinese brands may not go for in-your-face marketing given the research they are currently undergoing.
Sandeep Goyal, director of Rediffusion, noted that it’s everyone’s game when it comes to 5G for handsets. “Every generation has seen a new hero emerge. Before 2G it was Nokia, and 3G had Micromax, Lava, Karbonn etc. When it came to 4G you saw the market conquered by Apple and Samsung on the one hand, and the Chinese brands on the other.”
The readiness of handset brands to provide 5G support in a market like India is also important. For example, Prachir Singh noted, “Right now, only Samsung is talking about 5G in their posts as they support a wider range of 5G bands in their phones”.
It also depends on the range of chips available to handset manufacturers. “The supply of 4G chipsets is much less, and 5G chips is more, because China and other markets have gone 5G,” said Navkendar Singh.
Bijoor added that with the rollout of 5G and the ensuing adoption of the technology, the handset market could see the emergence of a clear branded cabinet system. The mass market brands will focus on pricing while the premium brands will focus on features. While this trend is also visible at the moment, “it will only get stronger in the future”.