Client

A major player in the smartphone industry sought to expand its footprint in the foldable smartphone segment amid rising mobile tech trends and emerging tech demand.

Objective

Traditionally recognized for offering camera-rich and budget-friendly smartphones, the brand aimed to compete with premium brands like Samsung and OnePlus, which dominate the foldable phone category. The goal was to bridge the perception gap and reposition itself as an innovation-led and premium brand in the foldables space, aligning with growing consumer needs for high-performance lifestyle devices.

The study was commissioned with the following goals:

• Understand Consumer Preferences
  To identify emotional and functional motivators for purchasing foldable smartphones - such as aesthetics, usability, and feature expectations - grounded in a consumer behavior analysis.

• Discover Pain Points
  To uncover challenges users face with current foldable devices - including foldable screen issues, performance concerns, and brand dissatisfaction.

• Evaluate Brand Perception
  To conduct a brand perception study by assessing how the brand’s foldable offerings are perceived by users of Samsung and OnePlus and understanding brand image shift barriers.

• Inform Product and Marketing Strategy
  To develop a data-backed roadmap for smartphone brand strategy, product design, and innovation-led branding campaigns.

Methodology

Research Approach:

Qualitative deep-dive via In-Depth Interviews (IDIs)

Sample Size: 16 respondents selected based on device usage and lifestyle profiling

Target Audience:

• Males aged 25–45 years

• Professionals and entrepreneurs

• Decision-makers for phone purchases

• Current users of Samsung Fold, OnePlus Open, or the client’s foldable smartphone

Geographies Covered: Delhi, Bangalore, and Mumbai
Interview Duration: 45 - 60 minutes per session

Themes Covered:

• Product satisfaction and dissatisfaction

• Emotional connection with devices

• Real-life use cases (personal, professional, entertainment)

• Perception of client’s brand

Key Findings

1. User Personas & Purchase Motivations

• Samsung Fold Users:

Wealthier, status-conscious users drawn to premium smartphone features such as superior cameras and brand value.

Show digital device loyalty but open to switching for groundbreaking upgrades.

• OnePlus Open Users:

Pragmatic professionals valuing mobile innovation and multitasking.

Price-sensitive but willing to explore alternatives if performance expectation is met.

• Client’s Fold Users:

Budget-conscious consumers attracted by camera specs and familiar branding.

Show skepticism toward premium positioning, calling for stronger mobile value perception.

2. Common Use Cases

• Multitasking: Split-screen usage for professional apps - Excel, Teams, WhatsApp, YouTube - highlighting multi-use device behavior.

• Photography: Capturing events and travel, driving demand for better product design feedback in camera modules.

• Professional Use: Use for conferencing, document handling, and work communication.

• Entertainment: Heavy OTT, gaming, and vlogging usage, underlining tech-savvy consumer trends.

3. Pain Points Identified

• Durability Issues: Weak hinges, visible folds, and screen protection issues create mistrust in product reliability.

• Bulkiness: Devices considered heavy, affecting compact phone usability.

• Camera Gaps: Lags in low-light and wide-angle performance.

• App Optimization Gaps: Banking and social apps lack UI adaptability—posing significant app optimization research concerns.

• Accessory Challenges: Covers and screen guards are scarce or costly—indicating foldable accessory demand.

• Brand Perception Barrier: The brand still resonates as budget-tier despite premium intentions.

Business Implications

1. Product Innovation Strategy

• Design Upgrades: Focus on creating sleek, lightweight, and ergonomically designed foldable smartphones that offer better grip and ease of use.

• Durability Enhancements: Strengthen hinge mechanisms, incorporate scratch-resistant glass, and improve the overall build quality to ensure long-term reliability.

• AI and Performance Features: Integrate intelligent photo enhancement capabilities, stylus support for improved productivity, fast-charging technology, and seamless virtual assistant functionality to elevate the user experience.

2. Market Positioning & Brand Recalibration

• Client must reposition itself from a mass-market brand to a premium foldable innovator

• Create campaigns around real-life use cases showcasing creativity, productivity, and lifestyle appeal to drive consumer needs research

• Utilize influencer marketing and endorsements from tech reviewers and aspirational figures to reframe brand’s image in the competitive brand mapping landscape.

3. Sales Enablement & Post-Sales Support

• Expand accessory availability to address consumer frustration

• Improve after-sales service to rival Samsung and OnePlus’ premium support models

• Offer bundled packages with accessories, stylus, and extended warranty to drive adoption and gather brand loyalty insights

Conclusion

This study equipped the client with a strategic blueprint for smartphone buyer insights, and not only redesign its foldable smartphone but also reposition its brand image in the highly competitive Indian premium smartphone market. By deeply understanding consumer behaviour, consumer personas, practical use cases, and unmet expectations, the client can now develop a foldable device that delivers both emotional appeal and functional superiority.

The client intends to leverage insights for product refinement and UX enhancements, align brand campaigns that tap into tech-adoption behaviour and test and validate prototypes with real users to ensure market resonance before launch.

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