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Rise Of Compact Cameras In Smartphones!

It is the time to reshape your Product Portfolio strategy as well as Brand communication, and stay relevant in arguably one of the fastest-growing consumer economies in the world today.

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As the smartphone market continues to maintain its growth trajectory in India, fierce competition among key players is at its peak. Aggressively priced new products are being introduced into the market. Given this, it isn’t surprising to note that India is now the second largest smartphone market in terms of active unique smartphone users, with the total base crossing 330 million as per a new report from Counterpoint Research.

While this indicates the immense potential for the ever-growing smartphones market, it also means users now have become more discerning and are spoilt for choice.  From a consumer standpoint, devices that make their smartphone experience unique and possibly future proof, is more important than a vanilla comparison of features.

Indian consumers, especially post-millennials and Gen-Z have become extremely demanding. According to a recent survey by Cyber Media research (CMR) on Mobile Industry consumer insight, one of the key considerations for smartphone buyers continues to be  the Smartphone Camera. 

Therefore, when new smartphones are announced these days, details around its camera quality and related specs are one of the primary callouts. The ever-growing trend of clicking pictures on smartphones is true for markets across the globe and can also be validated by industry data.

Further talking about camera, in the past two years the industry has witnessed some dramatic improvements in the mobile camera. From introduction of new camera modes to capturing the minor details through Digital zoom to introduction of Artificial intelligence and in-built wide-angle camera to capture the best group selfie. In fact, those who thought the megapixel rat race was over for good, there are still many manufacturers who are playing this card. 

Another important camera trend that has been disrupting this market since the past two years is the mass adoption of dual camera technologies in most smartphone segments, across almost all manufacturers.

2019 has seen a whole new level of camera crazy. A lot of brands are introducing flagship as well as mid end devices with triple camera this year, featuring normal, wide, and telephoto cameras. This pairing has certainly delivered wildly different perspectives, giving consumers  enormous versatility for picture taking.

In the coming years, we will see brands investing heavily in research and development of smartphone cameras, particularly, to demonstrate value-ads to consumers. Also, while we have seen the revolutionary feature such as Triple camera in flagship smartphones, the consumers are looking forward to the availability of such feature in affordable smartphones. 

So, now is the time to reshape your Product Portfolio strategy as well as Brand communication, and stay relevant in arguably one of the fastest-growing consumer economies in the world today.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

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Advait Vaidya

The author is Business Head- Mobiles, LG India

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