Value Creation of Mobile Usage amongst Generation Z in Delhi and Pune

Value Creation of Mobile Usage amongst Generation Z in Delhi and Pune

Dr Shruti Gill

Introduction:

A mobile gadget in hand is no more merely a simple device used for communication today but it has become an extension of every individual personality and lifestyle. These wireless gadgets have multi-purpose use such as for telephonic interactions, for expressing ones opinions, beliefs, emotions, for self-entertainment, for online shopping, for online banking transactions, travel bookings etc. Mobile phones are not merely a fad but its transforming the way millions of people do business or use it as a tool to enhance their market reach.

As per Indian Brand Equity Foundation Report (IBEF), the Indian Telecom Industry with total 110.01 million connections is the fifth largest in the world and is growing rapidly. Metropolitan areas constitute major share of the telecom subscriptions at 60 percent and the balance being at the rural level. Whether population is living in rural or urban settlements, educated or not educated, demographics across varied age groups are reliant on mobile phones and cannot seek their existence without the same. With the government fair and proactive regulatory framework, low – priced handsets, aggressive marketing strategies, telecom services have been made available to the masses at much reasonable prices. Telecom Industry is the highest employment generator in the country. Penetration of these wireless broadband services has further extended the reach of the internet across geographical boundaries. India is experiencing a transition from desktop internet access to an “on-the-go” experience. The emerging wave in the Indian Telecom Industry is the Third Generation and Fourth Generation technology. The technology is intended for Smartphones which is a multimedia phone handset with a high density screen resolution that is an upgrade over the computer with plentiful features and applications that are driving the mobile industry such as camera, audio – video, internet surfing, voice calls, messaging, emails, microsoft office and other mobile applications. The name ”Smartphone” refers to  improvements in the speed, ease and convenience in data transfer over the Internet, portability and wireless connectivity that has led to the popularity of such portable hand devices.

According to The Statistics Portal (2019), the market size of smart wireless gadgets is around 300 million (2017) and is likely to reach 382 million by year 2018 in India. It is further predicted to rise by 33.3 per cent from the present subscribers by the year 2021. Based on Nielsen Informate Report (2019), people use this technology mostly for social networking, socialising, entertainment, and other online shopping and banking transactions. Hence, as per Mackenzie (2006), today most of the activities have a smartphone application for it be it online shopping for grocery, food, clothing etc.

With India being the evolving superpower, the smartphone market has evolved from conventional mobile phones to smartphone/ multimedia devices. Nevertheless, the trend of smartphone is catching up especially among the younger generation and is now being considered as an essential part of human personal and business life. It is considered as an extension of an individual’s personality. A significant chunk of student’s population carries smartphones along with them. Mobile phones usage is not merely only for socialising but for being on the social platform twenty four hours a day, for entertainment, for shopping online, for travel plans etc. Marketers are also targeting the Indian youth by creating cool ring tones, games, screen savers, notifications etc.