The State of Pakistan’s Handset Market – An Analysis
Editor’s Note: Please join me in welcoming Shariq Syed. This post was originally published at Shariq’s blog: Artistry Of Branding.
Handset market has played the most pivotal role in the overall growth of Pakistan’s telecom industry. For me the handset market has played a kind of un-sung hero role in-comparison with the local Telco’s who have taken much of the limelight in the phenomenal growth of Pakistan’s telecom industry during these 6 years.The 1st H of 2008 was a difficult period for telecom industry in general with plenty of political uncertainty, negative economic indicators, ever rising inflation & unfavorable budget policies played their role in restraining the growth pattern of previous years.
The hardest hit area in this declining growth pattern has been the handset market of Pakistan. Till Dec, 2007, the growth of handset market was excellent with around 1 Million handsets were being sold on monthly basis. However in July, 2008 the figures came down to 600 K units per month (depicting 40% decline in volume during 6 months). While the picture looks grim, i am pretty sure that volume will start to pick once the clouds of uncertainty settles (positive indicators including decline in inflation & Pak rupee getting strong against $).
Handset Market - Current Scenario
Pakistan’s handset market is primarily a low-end market with majority of volume comes from low-end mobile phones. Another important aspect is that our handset market is extremely price sensitive just like any other handset market of a developing country.
To comprehend the local market dynamics, below is the price segmentation analysis along with the market share each price segment comprised upon.



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