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Mobile phone landscape: India 2015Phone launch and popularity trends
The #1 gadget site in India
Nitansh Rastogi, Correspondent
How phone launches in different segments grew in 2015 >
PHONE LAUNCH
TRENDS
1
Phone launches grew at a substantially faster clip in 2015 than 2014 (43% vs 19%)
Number of phones launched from 2013 to 2015
957
1,137
1,622
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2013 2014 2015
Feature phone launches grew faster than smartphone launches!
- demonstrating that the scale in the market is under Rs. 5k
Number of feature phone
launches
391
446
727
0
100
200
300
400
500
600
700
800
2013 2014 2015
Nu
mb
er
of fe
atu
re p
ho
ne
s la
un
ch
ed
2
566
691
895
0
100
200
300
400
500
600
700
800
900
1000
2013 2014 2015
Nu
mb
er
of sm
art
ph
on
es la
un
ch
ed
Number of smartphone
launches
3
Within smartphones as well, growth in launches was only in
the entry-level segment (below Rs 5k)
215
405
0
50
100
150
200
250
300
350
400
450
2014 2015
Nu
mb
er
of sm
art
ph
on
es la
un
ch
ed 476 490
0
100
200
300
400
500
600
2014 2015
Nu
mb
er
of sm
art
ph
on
es la
un
ch
ed
Smartphones launched in
below Rs 5k segmentSmartphones launched in
above Rs 5k segment
Popularity of devices based on different price segments from 2013 to 2015
4
In terms of popularity, the budget segment dominated in 2015- while interest in the premium segment has eroded over the years
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2013 2014 2015
Pe
rce
nta
ge
of u
se
r se
arc
he
s
Below Rs 5k Rs 5k-10k Rs 10k-20k Rs 20k-30k Above Rs 30k
40%
34%
16%
6%
1%
26%
44%
12%
16%
26%
3%
36%
11%
23%
4%
Number of phone brands present in India increased 2.5x in the past two years
# of phone brands in India: 2013 to 2015
4864
10720
31
56
0
20
40
60
80
100
120
140
160
180
2013 2014 2015
Indian brands International brands
68
95
163
5
Relative share of smartphones launched by Indian & international brands
6
While Indian brands have always dominated in terms of launches, 2015 -16
could be the inflection point for international brands
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2013 2014 2015
Pe
rce
nta
ge
of u
se
r se
arc
he
s
Indian brands International brands
65%
35%
69%
31%
68%
32%
7
22
206
354
64
213
202
0 50 100 150 200 250 300 350 400
Rs 10k-20k
Rs 5k-10k
Below Rs 5k
2014 2015
75% growth
0.03% decline
65% decline
Price-wise distribution of smartphone launches by Indian brands in 2014 vs 2015
Indian brands focussed on the entry-level segment under 5k,
and reduced their launches in other segments
8
39
30
93
99
49
32
32
77
58
13
0 20 40 60 80 100 120
Above Rs 30k
Rs 20k-30k
Rs 10k-20k
Rs 5k-10k
Below Rs 5k
2014 2015
276% growth
Price-wise distribution of smartphone launches by International brands in 2014 vs 2015
International brands also woke up to the scale in the budget segments
(sub-Rs 10k), where they recorded the biggest growth- now looking to dent the stronghold of Indian brands
71% growth
21% growth
6% decline
22% growth
9
Top brands by number of smartphone launches in 2015
88
56
46
3630 28 27 26 25 22
Intex Micromax Karbonn Lava Samsung Spice ZenMobiles
Celkon iBall Videocon
Established Indian brands led the tables in terms of total smartphones launched
Top brands by number of smartphone launches above Rs 10,000 (in 2015)
10
The above Rs 10k range is dominated by international brands,
with a few new Chinese brands making an appearance
20
16
1312
8 8 87 7 7
Samsung HTC Sony ASUS Motorola Gionee Lenovo vivo OPPO LG
A look at the most popular brands of 2015, and how they fared in the year >
BRAND POPULARITY AND LAUNCH STRATEGIES
Popularity
Rank
Brand Change in the brand’s
rank from 2014
1 Samsung 0
2 Lenovo 15
3 Micromax 0
4 HTC 1
5 Xiaomi 2
6 ASUS 8
7 Sony 3
8 Motorola 0
9 YU Debutant
10 OnePlus Debutant
Most popular phone brands in 2015: quite a few debutants
11
Brand Rank in 2014
Nokia 2
Apple 6
Blackberry 9
Gionee 10
Brands that exited from the
top 10 list
Brands in red = new entrants in top 10
0
100
200
300
400
500
600
700
800
900
1000
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Use
r se
arc
he
s (
no
rma
lise
d to
10
0)
Lenovo Motorola YU Samsung Micromax Sony HTC Xiaomi
Growth in popularity of key brands in 2015: Lenovo gained the
most, Motorola followed, while Xiaomi ended where it started
12
Growth in user searches for key smartphone brands in 2015, relative to their starting points
Lenovo
~9x growth
Motorola
~5x growth
YU
~4x growth
Samsung
~4x growth
Micromax
~3.7x growth
Sony
~3.5x growth
HTC
~2x growth
Xiaomi
Flat-line
Tracing Samsung’s journey in 2015: gained popularity on
the back of its strong mid-range offerings
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
0
1
2
3
4
5
6
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
No
. o
f u
se
r se
arc
he
s (
in m
illio
ns)
Nu
mb
er
of p
ho
ne
s la
un
ch
ed
Number of launches User views
Galaxy S6, S6
edge launched
(in Mar)
Galaxy J5 and
J7 launched
(in July)
Galaxy On5 and
On7 launched
(in Nov)
Correlating phone launches by Samsung with its user views in 2015
13
Tracing HTC journey in 2015: no star devices
0
0.1
0.2
0.3
0.4
0.5
0.6
0
1
2
3
4
5
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
No. of user
searc
hes (
in m
illio
ns)
Nu
mb
er
of p
ho
ne
s la
un
ch
ed
Number of launches User views
14
Correlating phone launches by HTC with its user views in 2015
One M9 Plus
launched
(in Apr)
One E9 Plus
launched
(in Jun)
One A9, Desire
828 launched
(in Dec)
Tracing Sony’s journey in 2015: climbing steadily upwards
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0
1
2
3
4
5
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
No. of user
searc
hes (
in m
illio
ns)
Nu
mb
er
of p
ho
ne
s la
un
ch
ed
Number of launches User views
Xperia Z5
launched
(in Oct)
15
Correlating phone launches by Sony with its user views in 2015
Xperia M4
Aqua launched
(in May)
Xperia Z3 Plus
launched
(in Jun)
Tracing Microsoft journey in 2015: its budget offerings in
the beginning of the year were the only saviours
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0
1
2
3
4
5
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
No. of user
searc
hes (
in m
illio
ns)
Nu
mb
er
of p
ho
ne
s la
un
ch
ed
Number of launches User views
Lumia 435,
532
launched
(in Feb)
16
Correlating phone launches by Microsoft with its user views in 2015
Lumia 640,
640XL
launched
(in Apr)
Lumia 950,
950XL
launched
(in Nov)
Tracing Micromax’s journey in 2015: rode the popularity charts, but
unable to sustain the popularity towards the end
0
0.2
0.4
0.6
0.8
1
1.2
0
1
2
3
4
5
6
7
8
9
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
No. of user
searc
hes (
in m
illio
ns)
Nu
mb
er
of p
ho
ne
s la
un
ch
ed
Number of launches User views
Canvas Xpress
2 launched
(in Sept)
17
Correlating phone launches by Micromax with its user views in 2015
Canvas Selfie
launched
(in Feb)
Canvas Spark
launched
(in May)
Canvas 5
launched
(in Nov)
Tracing Lenovo’s journey in 2015: the K3 Note propelled its popularity single-handedly
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
0
1
2
3
4
5
6
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
No. of user
searc
hes (
in m
illio
ns)
Nu
mb
er
of p
ho
ne
s la
un
ch
ed
Number of launches User views
K3 Note
launched
(in Jun)
18
Correlating phone launches by Lenovo with its user views in 2015
A6000
launched
(in Jan)
A7000
launched
(in Apr)
Vibe S1
launched
(in Nov)
Tracing Motorola’s journey in 2015: the affordable Moto G did the magic for Motorola
0
0.1
0.2
0.3
0.4
0.5
0.6
0
1
2
3
4
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
No. of user
searc
hes (
in m
illio
ns)
Nu
mb
er
of p
ho
ne
s la
un
ch
ed
Number of launches User views
Moto G (3rd-gen)
launched
(in Jul)
19
Correlating phone launches by Motorola with its user views in 2015
Moto E (2rd-gen),
Turbo launched
(in Mar)
Moto X Play
launched
(in Oct)
Tracing Xiaomi ’s journey in 2015: was unable to sustain its stellar popularity growth from 2014
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5
0
1
2
3
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
No. of user
searc
hes (
in m
illio
ns)
Nu
mb
er
of p
ho
ne
s la
un
ch
ed
Number of launches User views
Mi 4
launched
(in Feb)
Redmi 2 Prime
launched
(in Aug)
20
Correlating phone launches by Xiaomi with its user views in 2015
Mi 4i
launched
(in Apr)
Redmi Note
Prime launched
(in Dec)
Tracing YU’s journey in 2015: an impressive debut with just five offerings
0
0.05
0.1
0.15
0.2
0.25
0.3
0
1
2
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
No. of user
searc
hes (
in m
illio
ns)
Num
ber
of
phones launched
Number of launches User views
Yureka
launched
(in Jan)
21
Correlating phone launches by YU with its user views in 2015
Yutopia
launched
(in Dec)
Yuphoria
launched
(in May)
Yunique
launched
(in Sept)
Yureka Plus
launched
(in Jul)
Users’ and experts’ choices >
MOST POPULAR PHONES OF 2015
22
Most popular phones in the budget range (Rs 5k-10k): Lenovo and YU dominate
Lenovo K3
NoteLaunched in:
Jun 2015
Lenovo A7000Launched in:
Jun 2015Yu Yuphoria
Launched in:
May 2015
Yu YurekaLaunched in:
Jan 2015
Xiaomi Redmi
Note 4GLaunched in:
Dec 2014
#1#2
#3 #4
#5
On the basis of popularity on 91mobiles.com
23
Most popular phones in the mid-range segment (Rs 10k-20k): Samsung leads the way
Motorola
MotoG (3rd Gen)Launched in:
Jul 2015
HTC Desire
620 GLaunched in:
Dec 2014
Lenovo P70Launched in:
Apr 2015
Samsung
Galaxy J5Launched in:
Jul 2015
Samsung
Galaxy J7Launched in:
Jul 2015
#1#2
#3#4
#5
On the basis of popularity on 91mobiles.com
24
Most popular phones in the high-end segment(Rs 20k-30k): affordable flagships spicing things up
On the basis of popularity on 91mobiles.com
ASUS
Zenfone2Launched in:
Apr 2015
OnePlus 2Launched in:
Aug 2015Samsung
Galaxy A7Launched in:
Feb 2015
HTC Desire
826Launched in:
Apr 2014
OnePlus One
64GBLaunched in:
Dec 2014
#1#2
#3#4
#5
25
Most searched phones in the premium segment (above Rs 30k): Samsung and Apple continue to rule the roost
On the basis of popularity on 91mobiles.com
Apple iPhone
5sLaunched in:
Nov 2013
Samsung
Galaxy Note 4Launched in:
Oct 2014
Samsung
Galaxy S6Launched in:
Apr 2015
Samsung
Galaxy A8Launched in:
Aug 2015
Apple iPhone
6Launched in:
Oct 2014
#1#2
#3#4
#5
91mobiles awards: best budget smartphone of the year
26
WINNER
Xiomi Redmi 2
Prime
(review)
Meizu m2
(review)
Motorola Moto E
2ndgen 4G
(review)
Lenovo A6000
Plus
(review)
Yu Yuphoria
(review)
NO
MIN
EE
S
Xiaomi Redmi 2 Prime
91mobiles awards: best value-for-money smartphone of the year
27
WINNER
Motorola Moto
G (3rd Gen)
(review)
Xiaomi Mi 4i
(review)
OnePlus 2
(review)
Coolpad
Note 3
(review)
Lenovo K3 Note
(review)
NO
MIN
EE
S
Motorola Moto G (3rd Gen)
91mobiles awards: best camera phone of the year
28
WINNER
Apple iPhone
6s Plus
(review)
Samsung
Galaxy Note 5
(review)
LG G4 Google Nexus
6P
(review)
Lenovo Vibe
Shot
(review)
NO
MIN
EE
S
Samsung Galaxy Note5
91mobiles awards: most innovative smartphone of the year
29
WINNER
Samsung Galaxy
S6 Edge
(review)
Honor 7
(review)
Sony Xperia Z5
Premium
Apple iPhone
6s/6s Plus
(review)
QiKU Q Terra
(review)
NO
MIN
EE
S
Apple iPhone 6s / 6s Plus
91mobiles awards: sexiest phone of the year
30
WINNER
Samsung Galaxy
S6 Edge
(review)
OnePlus X
(review)
HTC One A9 Apple iPhone 6s Lenovo Vibe S1
(review)
NO
MIN
EE
S
Samsung Galaxy S6 Edge
91mobiles awards: phone of the year
31
WINNER
OnePlus 2
(review)
LG G4 Samsung
Galaxy Note 5
(review)
Apple iPhone 6s
Plus
(review)
Google Nexus
6P
(review)
NO
MIN
EE
S
Samsung Galaxy Note 5
Some ifs and buts >
METHODOLOGYAND DISCLAIMERS
91mobiles is the leading information and
comparison website for mobile phones in
India
The 91mobiles catalog contains over
30,000 devices launched since the
website’s inception in 2010; includes
practically every mobile phone launched in
India over the last 3 to 4 years
Over 50 million people visited 91mobiles
in 2015 and browsed over 300 million
pages to research mobile phones, tablets
and other gadgets
About 91mobiles and this report
Source of the data is 91mobiles’ database and user behaviour on 91mobiles.com.
All devices made available for sale by an online store are considered as devices
‘launched’ in the Indian market for the purpose of this report
Different storage and SIM variants of the same device are considered as separate
products for the purpose of this report.
Popularity of devices with respect to searches on 91mobiles is indicative, may differ
from other platforms.
Methodology and Disclaimers
List of phone brands
A and K Epoch Kult Micromini Rage Trio Wynncom
Adcom Foce Lava MiGOLD Reach Tru Xccess
Aqua Mobile Gaba Lemon Mobiles Mitashi Reliance T-Series Xillion
Arise Gamexy Lianke Monix Rio Mobile UNI XOLO
Bingo GecQmsa Lima Mobiles M-Tech Rocktel UTouch Xolt
Bloom GlobalHello LTK MTS Salora Vedaee Yu
BLU-C GlobalSpace Mafe My Phone Semfio Vedas Zen Mobiles
Celkon GoHello Magicon Nikcron SeniorWorld Videocon Zodiac
Champion Good One Makviz Nosama SICT Virtue zync
Cheers Greenberry Matrixx Nuvo Sinocom Voco
Cubit Hi-Tech Mobile Maxcell Onida Speed VOX Mobile
Datawind HSL Maxfone Oorie Spice Wham
Earth I Kall Maxx OptimaSmart Swipe White Cherry
Emerin iBall Micromax Qcom Tecmax Wiio
107 Indian brands
List of phone brands
Acer Mobile Doogee LG Tata Docomo
Aiek Elephone Meizu TCL
Alcatel Explay Microsoft T-Max
AOC Fly Motorola Umi
Apple Forme Nexian Vell-com
Asus Gfive Nokia Verico
BlackBerry Gionee OnePlus Vivo
Blackview Google Mobile Oppo Xiaomi
BLU Haier Panasonic Yestel
BQ HTC Mobiles Phicomm Y-King
Calme Huawei Philips Yxtel
Chilli Inco Samsung Zgpax
Concord InFocus Sansui Zopo
Coolpad Lenovo Sony ZTE
56 international brands
