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CHAPTER-1-INTRODUCTION OVERVIEW OF INDUSTRY AS A WHOLE In today's world, most people communicate through the use cellular phones. It's hard to believe that fifteen years ago cell phones were a rarity. B e l o w i s a h i s t o r y chronicling the dawn of the cell phone to its current state. 1843-Faraday exposed his great advances of nineteenth-century science and technology and his discoveries have had an incalculable effect on technical development to w a r d c e l l u l a r p h o n e developme
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  CHAPTER-1-INTRODUCTION   OVERVIEW OF INDUSTRY AS A WHOLE In today's world, most people communicate through the use cellularphones. It's hard to believe that fifteen years ago cell phones were ararity. Below is a history chronicling the dawn of the cell phone toits current state.1843-Faraday exposed his great advances of nineteenth-century scienceand technology and his discoveries havehad an incalculable effect on technical development toward cellular phonedevelopment. 1865- Dr. Mahlon Loomis of Virginia, a dentist, may have been the firstperson tocommunicate through wireless via the atmosphere. Between1866 and 1873 hetransmitted telegraphic messages at a distance of 18 miles between the tops of Coshocton and Beorse DeerMountains, Virginia.  1973- Dr Martin Cooper is considered the inventor of the first portablehandset. Dr.Cooper, former general manager for the systems division atMotorola, and the first person to make a call on a portable cellular phone.  1973 - Dr. Cooper set up a base station in New York with the first workingprototypeof a cellular telephone, the Motorola Dynastic. Mr. Cooper andMotorola took the phone technology to New York to show the public.  1977 - Cell phones go public. Public cell phone testing began. The city of Chicagowas here the first trials began with 2000 customers andeventually other cell phonetrials appeared in the WashingtonD.C. and Baltimore area. Japan began testingcellular phone service in1979.  1988- This year changed many of the technologies that had become typical inthe past. The Cellular Technology Industry Association (CTIA) was developed tolaydown practical goals for cellular phone providers. According to the Cellular Telecommunications Industry Association, today thereare more than 60 million c ustomers with cellular phones, even though wirelessservice was just invented nearly50 years ago. The cellular business wasa $3 million market 25 years ago and hasgrown increasingly to close toa $30 billion per year industry    About the Industry The cell phone industry has evolved greatly in the past 10 years. 10 years ago onlythe rich could afford cell phones, and they looked like boxes more thansomething that could fit in your pocket. “Today, more people have cell phones than fixed telephone lines, both in the United States andinternationally. There are more than one billion cell phone usersworldwide. Cell phones have now become a part of everyday life.Without cell phones we would be lost in our high tech world.Americans spend 7hours a month on cell phones. The effects of newtechnology have had positive effects in school, too. Cell phone use isgetting more and popular. Some 85 million U.S.residents  —  30percent of the population  —  have joined the mobile-phone revolution.”There are already 1 billion cell phone users worldwide.Between 2010 and 2020 it will be hard to find a person without a cell phone.They are now bought for the fact that they are used in emergency situations. “Nearly156 , 000 wireless emergency service calls were madeevery day  —  about 108 calls per minute.” Parents are now buying them fortheir children so they know where they are all the time.Every company has their different Marketing Strategies. Now I am goingto discuss the Marketing strategies of Nokia. India’s Tele-density in January 2008 neared 12% with the subscriber base nearingthe130mn mark. During January 2008, record 5mn subscriberswere added as against4.92mn subscribers in December 2007. Thisstrong growth could be attributed to lifetime validity cards launched byalmost all operators. During the first 10 months of FY06, 31.41mn subscribershave been added. In the fixed segment, a total of 0.28mnsubscriberswere added during January 2008, taking the subscriber base of fixed lineservices to 49.21mn. In the mobile segment, total additions during the monthsummed up to 4.69mn with highest ever GSM additions of 3.52mn andCDMA additions of 1.17mn. During the first 10 months of FY08, 28.39mnsubscribers have been added Telecom Industry in India     Nokia 60%Motorola 10%Siemens 02%Sony Ericson 03%Samsung 10%Philips 10%Others 05% 1.2 . PROFILE OF THE ORGANIZATION Company Profile Nokia's history starts in 1865, Due to the European industrialization andthe growing consumption of paper and cardboard Nokia soon becamesuccessful. Nokia’s   cable work’s electronics department started to conduct
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