A curious spectre has started to haunt India and other emerging markets. A spectre of uncertainty that keeps the top executives of leading smartphone makers awake at night, tossing and turning as they try to predict the future of the Indian market.
The unsettling truth that companies such as Apple, Samsung, and Micromax are starting to wake up to is that nobody quite knows whether India and other emerging countries will reject the carrier-subsidy model that set off the smartphone revolution in western markets.
An apple a day..
A combination of crumbling infrastructure, slow Internet speeds, and a propensity for dual-SIM phones have kept away the subsidy model so far. Many executives may pooh-pooh the idea that this may change. But after looking at recent events such as the growing popularity of data bundling and the so-called RCom iPhone subsidy offer, they will at least do it less noisily.
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