Introduction Background For over a billion people worldwide, mobile phones have become an increasingly important device. The mobile phone industry is a long-range, portable electronic device used for mobile communication that uses a network of specialized base stations known as cell sites (Rebello, 2006). The economic recession caused a lack of motivation among mobile phone consumers in North America to replace existing devices. Indeed, across the mobile world, end-users with a mind to upgrade their devices appeared to be waiting for a greater selection of next-generation mobile terminals from which to choose (Pastore, 2006). The market is extremely tough and there is tremendous uncertainty over the new phones, features, and services. Figure 1-1: Total mobile phone subscribers and growth rate, United States (1997-2007). On the other hand, India’s mobile phone market is one of the most promising and fastest-growing in the world. India will soon become equal to China due to the country’s booming economy and rapid growth that will make its market for mobile handsets double between 2005 and 2010 (Internet Time, 2007). India emerged as the world’s sixth-largest market in 2005 in terms of mobile phone subscribers and will become the second-largest in 2010 (Rebello, 2006). David Taylor指出，“他們都是市場的主要推動力量”。India’s mobile-phone subscriber base grew 47% in 2005, reaching about 75.3 million subscribers by the end of the year, up from 48 million at the end of 2004. The monthly average was 6 million new users, the total number of mobile phones was 135 million and it is anticipated that the subscriber base in India will rise to 450 million in 2010, which will mean a cellular penetration rate of 23.9% of the nation’s population (Electronic Business, 2006). In particular, India is one of the current mobile phone markets in developing countries which was driven sales growth sharply. The country is equally important to recognize the opportunities within the country created by the increase in consumers suddenly loaded with disposable income. Purpose of the study With India’s competitiveness expanding, a huge barrier to global trade is falling. This provides a great opportunity for global mobile phone companies to tap into India’s market. Focusing on India’s market is one effective way for mobile phone companies to get more income. The purpose of this paper is to examine strategies of entrants that are interested in developing their businesses in India and to provide an overview of the strategies that successful mobile phone companies utilized in India’s market. Based on this research, entrants will have a better understanding of how to capitalize on India’s growing market. Also, this study will provide possible suggestions for marketing mobile phone products in India. Importance of the study India grew at a faster rate than China for the first time in new mobile phone connections and the country was set to expand more than three times as fast as China in 2007. The number of mobile connections in India more than doubled to 142.2 million and that figure is expected to expand 48% to roughly 211 million by the end of 2007 (Dusan, 2008). Furthermore, India’s mobile phone adoption is being boosted by the rising financial fortunes of a