Case Studies in Marketing

1

Marketing at NokiaWinning New Markets^∗

BACKGROUND

At the start of the new millennium, India was pretty much a telecom backwater. In May 1994, the delicensing of the telecom sector took place in India. The country was divided into different cellular circles. Open bidding was allowed. The country got fragmented in terms of different operators with different competitors in four cellular circles.

In the year 2009, India came a close second in the sale of mobile phones. China led the race of mobile handsets. The sales of handsets in China are the highest in the world, though India has recently achieved a higher growth rate. In India, however, the GSM phones rule over the CDMA handsets, the former commanding more than 80 per cent market share. ...