Understanding the Role of Feature Phones in a Smartphone-Dominated Market
Impact Summary: The study helped the client reposition feature phones with a focus on durability, value, and essential connectivity.
Client Challenge:
- The client wanted clarity on category relevance in a smartphone-dominated market.
- They needed insights into awareness, ownership, and usage motivations.
- They aimed to understand retailer sentiment toward stocking and selling feature phones.
LSE Approach:
- Conducted consumer and retailer interviews across 15 cities covering more than 600 respondents.
- Evaluated stocking patterns, brand engagement, and service expectations.
- Analysed positioning spaces such as affordability, reliability, and modernity.
Value Delivered:
- Provided a complete picture of the category’s current and future relevance.
- Identified opportunities for repositioning around durability and practicality.
- Delivered insights to improve trade engagement in tier-2 and tier-3 markets.
