Mobile Age

There Are Nearly 7 Billion Mobile Subscriptions worldwide

Source: International Telecom Union

That’s Equivalent To 95% Population Of The World


On Average People Check Their Mobile Phones Atleast 150 Times In A Day


Asia Pacific region will remain the world's fastest growing mobile phone markets and is expected have 2.4 billion unique subscribers by 2020

Growing 5.5% annually, with the main markets being China, India, Japan and Indonesia

The region's mobile subscriber base accounted for half of the world's, which stood at 3.4 billion unique mobile subscribers at the end of 2013

Source: GSMA STUDY

India Has Second Largest Mobile User Base In The World

Source: Informa Telecoms & Media

India Has 904.1 Million Mobile Connections

Source: TRAI 2014 Data

58.9% Subscribers Are In Urban India


41.10% Subscribers Are In Rural India


Delhi

Tamil Nadu

Punjab

Himachal Pradesh

Kerala

Karnataka

Maharashtra

Gujarat

0 50 100 150 200 250

State With High Teledensity

Delhi Has The Highest Tele-density In Indian States


Bihar

Assam

Madhya Pradesh

Uttar Pradesh

Odisha

0 10 20 30 40 50 60 70

State With Low Teledensity

Bihar Has The Lowest Tele-density In Indian States


Smartphone sales showed strong growth worldwidewith 1 billion sold in 2013

Source: Gartner Report

In 2013, 78.6 percent of Smartphones sold, shipped with Google’s free Android OS. That is more than five times the number shipped with Apple’s iOS (15.2 percent)

Source: IDC Report

Overall Indian mobile handsets shipments in Q1, 2014 touch 58.9M units

The smartphone shipments crosses the 14.5 million units

Source: Techcircle.com

• Internet User Base In Our Country Is Projected To Touch 243 Million by June 2014

•IAMAI Expects Mobile Internet User To Touch 205 Million by June 2014

•Urban Internet Mobile Users Are Pegged At 85 Million Users

Source: IAMAI Report

Factors Contributing To Growth Of Mobile Internet

Progress and advancements in ICTs impact on speeds and

capacity. Wireless technologyy and mobile broadband

revolutionize the way in which consumers access the Internet

People under the age of 30 are the most technologically savvy, and their demands shape internet

development itself.

Rich Internet content is most popular and increasingly

consumers are going online to network, shop, engage and

inform themselves.

Adult literacy rates still impact on the Internet usage. The

number of Internet users in many emerging countries will rise

alongside with economic growth.

Source: ETC-Digital Study

Mobile User Demographic

As per demographic study in 2013 by Unicef 1 in 5 women own a mobile phone while 1 in 3 men own a mobile phone

On an average house hold income of mobile user household is 2.3 times more than the non

mobile user household

As per Nielsen report 2013 almost half of the mobile users in India are below age of 25

Source: Nielsen & UNICEF 2013

Mobile Internet Consumption

85 Million Urban

25 Million Rural

Total Mobile Internet Users 110 Million

Source: IAMAI Study

People Using Mobile Internet

45% For Text Messaging

26% For Social Networking

15% For Web Browsing

13% For Application

Source: IAMAI Study

Most Popular Content Surfed On Mobile

Firstly news media content is increasingly consumed online

The prevalence of shopping websites and portals drives the trend towards online shopping

Source: IAMAI Study

Smartphone Demographics

2013 huge surge in Smartphone users India

Smartphone have 20% penetration among males in under 18 age group as compared to women 11%

Source: Nielsen Informate Mobile Insight

Smartphone User Preference Indian love music apps and spend 8 mins on an average on music apps


Smartphone User Preference Indian Smartphone users spent a total of 33 minutes on entertainment daily in 2013, out of which 23 minutes (or 69 per cent) was spent on multimedia


Smartphone User Preference What’s app is the most popular app followed by Facebook In 2013


Mobile Phone Handset Ranking In MetrosSamsung the most preferred handset in Mumbai and Chennai

Source: Nielsen India Consumer Ranking

Government Using Mobile

• M-Education• M-Health• M-Information

Source: Unicef –Mobile Social Study

Mobile For EducationMobile for Education: Project Lets go to school by Radio Namaskar Location Konark

Odisha• Program for getting school drop out especially girls to school through a radio

program and a dedicated mobile number for listeners to get help.• 9040904904 special number was spread through radio• Radio team also started sending SMS to village Panchyat members and women self

help group leaders• The interaction on the special number was made part of the on-air radio show Other Projects • The IVRS based daily meal monitoring system in UP• BridgeIT India project powered by Nokia in Chennai• Mother and child health education in Maharashtra


Mobile For HealthMobile for Health: Project E-Mamta –Mother & Child Tracking System by State Rural

Health Mission –Gujarat • Mother & Child Tracking system designed to manage and help women to take care

of newly born. To bring down the Infant motility rate.• The application is supported by mobile SMS system which provides timely

valuable information. Other Projects• Maternal health care services in Kanpur• Nokia-Arogyam Diabetes-Nation wide• Mobile Kunji By BBC -Bihar


Mobile For InformationMobile for Information: Project Sakhi a women helpline in Kutch. • Helpline that engages at 3 levels, listening to there problems & counseling, refer

them to nearest counseling center, facilitate caller to engage for legal counseling and filling FIR

• Project uses mobile applications like portals, voice sms and conference call facility

Other Projects • Kisan Samachar-Interactive platform for farmers –Rohtak Haryana• Nano Ganesh –Farmer oriented irrigation alert system-Pune


Mobile Brand Campaign

Brands are engaging with customers through various modes of engagementwith mobile being the driving the campaigns.

•Miss call Campaigns •Interactive IVRS Campaigns•Out bound Calls to consumer base•Mobile Coupons • Mobile Contest

Mobile Brand Campaigns

Hindustan Unilever's Kan Khajura Tesan

Axe Boat Party

Red Label Tea Meet Sonakshi

MaggieGuess The

Taste

Indian Mobile Campaigns in recent time

Mobile And Social Media

•Monthly Active Users (MAUs) in India stood at 93 million at the end of December 2013, of which 75 million logged in through their mobile phones.

•2H-36M is the average time users spend on mobile internet

•57% of mobile users are engaged in social media apps

•12% of Smartphone users watch video content every day

Source: Avendas Report 2013

Smartphone & Mobile Content Consumption

49% Watch Video Clips

50% Watch UGC On Youtube

21% Watch Live Content

14% Full Length Movies


Mobile Shopping Trend

32%Consumer use mobile to browse or research Products once a month

15%Consumer complete transactions using mobile device

50%Transactions lead to purchases


Mobile Marketing Trends For 2014•Personalized Messaging : With advent of Apple iBeacon the mobile opportunity to target customer with personalized offer which fit their immediate demand will take lead

•Location Based Marketing: Targeting customers with relevant offers according to their location will make mobile marketing more relevant.

•Narrowcasting: Targeting fewer customer who are most likely to benefit out of the offer, instead of targeting a huge size of consumer base.

Source: CIO Mobile Study

Mobile Marketing Trends For 2014•Rich Media Messaging : The RMM is growing at 40% Y-O-Y as it adapts to specific device receiving the message . RMM also delivers exact demographics information which can be used for further marketing purpose.

•Even Shorter Content: Shorter content is attracting consumers, Vine a video looping app with maximum time of 6 second or Snap chat where photo lasts only a day are becoming a rage with Youth

•Gamification of Mobile Ads: People like competitive content and many mobile apps and brewers will use gamification as a hook to engage customers to their ads

Source: CIO Mobile Study

Created By: Priyanka AroraFeedback: [email protected]

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