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The mobile phone landscape report looks at the phone launches in India in H1 2014, launch trends by various brands, popularity of brands & devices in various price ranges, and what to expect for the rest of the year. Powering it is 91mobiles' extensive catalogue, which covers all the mobile phone and tablets launched in the market since 2010. The search trends have been captured from more than 100 million page views on 91mobiles in the first half of 2014.
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Mobile Phone Landscape:
India H1 2014
Mobile phone launch and
search trends
The #1 gadget research website in India
Nitansh Rastogi, Correspondent
91mobiles is the leading gadget research website in India
This report provides insights pertaining to mobile phone launches in H1 2014, search trends seen on 91mobiles,
and an outlook for the rest of the year including rise of new trends.
2
About 91mobiles and this report
The 91mobiles catalogue contains
over 15,000 devices launched
since the website’s inception in
2010; includes practically every
mobile phone launched in India
over the last 3 years
Over 25 million people visited
91mobiles in 2014 H1 and
browsed over 100 million pages
to research mobile phones &
tablets
Mobile phone launch trends in 2014 H1
The first half of the year saw significant growth in the number of phone launches,
the growing role of Indian brands, and a clear focus on the budget segment by users
and vendors alike
User’s choices revealed
The most popular devices and brands based on user searches on 91mobiles.com
Looking ahead to the second half of 2014
A sneak peek at the brands and trends to look forward to, based on the signs we
saw in H1 2014
Methodology and disclaimers
3
1
2
3
4
Report outline
The phone segment in India has become a raging battlefield between incumbents and new entrants >
THE
LAUNCHPAD
Total phone launches
5
The number of phone launches grew more than twice in the
first half of 2014
H1 2013
H1 2014
401
855
Total brands
56Indian brands
International brands
27
2.13x
Launches in the mid-range segment (15k-25k) increased to ~3x,
followed by the high-end segment (25k-35k) which grew 160%
6
10
13
55
228
549
9
5
17
142
228
0 100 200 300 400 500 600
Above Rs 35k
Rs 25k-35k
Rs 15k-25k
Rs 5k-15k
Below Rs 5k
H1 2013 H1 2014
Price-wise distribution of phone launches in H1 2013 vs H1 2014
140.7% growth
60.6% growth
223.5% growth
160% growth
11.1% growth
60%
40%
68%
32%
7
20
178
508
0
96
191
0 100 200 300 400 500 600
Rs 15k-25k
Rs 5k-15k
Below Rs 5k
H1 2013 H1 2014
166% growth
85.41% growth
New segment for Indian brands with majority of
launches by Micromax (6), Karbonn (3) and Lava (2)
Price-wise distribution of phone launches by Indian brands in H1 2013 vs H1 2014
Indian brands stayed married to the entry-level segment (below 5k), but
cast roving eyes upon the mid-range segment (15k to 25k)
In the ‘Rs 15,000 to 25,000’ category, there wasn’t any offering by Indian brands in H1 2013.
60%
40%
68%
32%
8
10
13
35
50
41
6
7
17
45
38
0 10 20 30 40 50 60
Above Rs 35k
Rs 25k-35k
Rs 15k-25k
Rs 5k-15k
Below Rs 5k
H1 2013 H1 2014
66.7% growth
Price-wise distribution of phone launches by international brands in H1 2013 vs H1 2014
International brands shifted focus to Rs 15k+ segment,
which grew by ~100 percent
85.7% growth
105.9% growth
7.9% growth
10% growth
Percentage breakup of phones launched by Indian & international brands in H1 2013
and H1 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
H1 2013 H1 2014
82.6%
9
Indian brands grew their share of total launches to above
80 percent in H1 2014
17.4%
71.8%
28.2%
Indian brands International brands
10
Top brands by number of launches in H1 2014
6462
4745
42
35
30 2927 26
Intex Karbonn Micromax Lava Forme Hi-Tech Maxx Celkon Spice iBall
Indian brands dominated when it came to the total number
of phones launched in H1 2014
Indian brands International brands
11
Top brands by number of launches in H1 2014 in the budget segment
30
24
20
1413
109
87 7
Lava Micromax Intex Karbonn IBall Maxx Nokia Idea OptimaSmart Spice
Indian brands also ruled the ‘Rs 5,000 to Rs 15,000’
segment in terms of number of launches
Indian brands International brands
12
The story takes a U-turn in the above Rs 15,000 segment,
with only Micromax able to find a spot
7
6 6 6
5 5 5
4 4
3
Samsung Micromax LG Gionee HTC Sony Oppo Lenovo Alcatel Huawei
Indian brands International brands
Top brands by number of launches in H1 2014 above Rs 15,000
H1 2014 witnessed the debut and re-entry of quite a few
brands
Many other brands like Alcatel and Panasonic also started heavy promotions for their products this year
13
No of devices launched in H1 2014 by new entrants
3
7
2
4
0 2 4 6 8
Motorola
Oppo
HP
Philips
5k – 15k
15k – 25k
25k – 35k
Above 35k
Below 5k
Samsung focussed on the upper end of the market, with no launches
below 15k in H1 2014
14
8
6
4
1
1
0
0
2
2
3
0 2 4 6 8 10
Below 5k
5k-15k
15k-25k
25k-35k
Above 35k
H1 2014
H1 2013
Price-wise distribution of phone launches by Samsung in H1 2013 vs H1 2014
Nokia, on the other hand, increased its focus on the lower-end
segment, and launched only one device above 15k in H1 2014
15
7
2
1
1
1
8
9
1
0
0
0 2 4 6 8 10
Below 5k
5k-15k
15k-25k
25k-35k
Above 35k
H1 2014
H1 2013
Price-wise distribution of phone launches by Nokia in H1 2013 vs H1 2014
Post Microsoft acquisition, Nokia seems to be taking stock of the situation since it did introduce high-end devices
in USA, but not in the Indian market in the H1 2014
Sony continued to be selective about its launch segments, while its
focus increased on the mid-range segment (15k to 25k)
16
0
2
1
0
2
0
2
3
0
2
0 1 2 3 4
Below 5k
5k-15k
15k-25k
25k-35k
Above 35k
H1 2014
H1 2013
Price-wise distribution of phone launches by Sony in H1 2013 vs H1 2014
Launches by HTC were spread around, though it focussed more on the
budget (5k to 15k) and the mid-range segments (15k to 25k)
17
0
2
2
0
2
0
2
3
1
1
0 1 2 3 4
Below 5k
5k-15k
15k-25k
25k-35k
Above 35k
H1 2014
H1 2013
Price-wise distribution of phone launches by HTC in H1 2013 vs H1 2014
Micromax moving up the value chain; made its debut in the mid-range
segment (15k - 25k)
18
19
9
0
0
16
24
5
0
0 5 10 15 20 25 30
Below 5k
5k-15k
15k-25k
25k-35k
H1 2014
H1 2013
Price-wise distribution of phone launches by Micromax in H1 2013 vs H1 2014
Based on over 100 million searches and
product views on 91mobiles.com in H1 2014 >
Who topped
the popularity
charts?
Rank BrandChange in rank
compared to H1 2013
1 Samsung No change
2 Nokia +1
3 Micromax -1
4 Sony +1
5 HTC +1
6 Motorola New entrant
7 Apple +1
8 BlackBerry No change
9 Gionee +3
10 Panasonic New entrant
The 10 most popular phone brands in H1 2014
Note: popularity of all devices from a brand in H1 2014, including prior launches
20
Karbonn -
Rank 3, H1 2013
XOLO –
Rank 7, H1 2013
BIG
GEST LO
SERS
Most popular brands across price segments: Motorola made a stunning
comeback, while Samsung and Sony feature consistently in the top
Top 5 popular brands in different price segments in H1 2014 (Normalised)
SONY
100
71
47
41
32
HTC
Micromax
BlackBerry
100
46
44
29
24
Micromax
Samsung
Motorola
Sony
5k – 15kBUDGET
SEGMENT15k – 25k
MID-RANGE
SEGMENT
Above 35k
SUPER-PREMIUM
SEGMENT25k – 35k
HIGH-END
SEGMENT
21
Sony
APPLE
100
79
56
13
10
Samsung
LG
Nokia
Apple
Sony
Samsung
Apple
Sony
HTC
100
57
54
49
14Nokia
Nokia Samsung
Value-for-money brands like Micromax & Motorola topped
the charts when it came to buying intent
13% 13% 13%
12%
11%
10% 10% 10%
9%
8%
0%
2%
4%
6%
8%
10%
12%
14%
Micromax Motorola Gionee LG Lenovo Samsung XOLO Karbonn Sony Nokia
*percentage of people who browsed devices of a brand, and subsequently visited an online store
Percentage of users with buying intent* for brands
Indian Brands International Brands
22Note: popularity of all devices from a brand in H1 2014, including prior launches
The 10 most popular smartphones launched in H1 2014
Rank Name OSPrice
Band
Launch
Month
1 Nokia XL Android Rs 5k-15k May 2014
2 Samsung Galaxy S5 Android > Rs 35k Apr 2014
3 Sony Xperia Z2 Android > Rs 35k May 2014
4 Samsung Galaxy Grand 2 Android Rs 15k-25k Jan 2014
5 Motorola Moto G Android Rs 5k-15k Feb 2014
6 Motorola Moto E Android Rs 5k-15k May 2014
7 Nokia Lumia 525 Windows Phone 8 Rs 5k-15k Jan 2014
8 Nokia Lumia 630 Windows Phone 8.1 Rs 5k-15k May 2014
9 Nokia X Android Rs 5k-15k Mar 2014
10 HTC Desire 816 Android Rs 15k-25k May 2014
Note: for the smartphones released in H1 2014
5k – 15k
15k – 25k
25k – 35k
Above 35k
Below 5k
23
Most popular devices in the budget segment (5k to 15k):
Nokia & Motorola rule the roost
Nokia XL
Moto G Moto ENokia
Lumia 525
Nokia
Lumia 630
#1
#2
#3
#4
#5
AndroidLaunched: May 2014
Windows Phone 8.1Launched: May 2014
AndroidLaunched: May 2014Android
Launched: Feb 2014Windows Phone 8
Launched: Jan 2014
Note: for the smartphones released in H1 2014
24
Most popular devices in the mid-range segment (15k to 25k):
Samsung enjoyed its ‘grand’ presence
Samsung
Galaxy Grand 2
#1
AndroidLaunched: Jan 2014
Samsung Galaxy
Grand Neo
Sony
Xperia M2
MotoX
HTC Desire
816
#5
#4#2
#3
AndroidLaunched: Feb 2014
AndroidLaunched: May 2014
AndroidLaunched: Apr 2014
AndroidLaunched: Mar 2014
Note: for the smartphones released in H1 2014
25
Most popular devices in the high-end segment (25k to 35k): a
mixed bag
Gionee Elife E7
Lenovo Vibe Z
Sony Xperia Z1
Compact
Oppo Find
7a
Oppo R1
#1
#2
#3
#4
#5
AndroidLaunched: Jan 2014 Android
Launched: Apr 2014
AndroidLaunched: Mar 2014Android
Launched: Feb 2014
AndroidLaunched: Jun 2014
Note: for the smartphones released in H1 2014
26
Most popular devices in the super-premium category
(above 35k): Samsung is the ruler of the ‘galaxy’
Samsung
Galaxy S5
Sony Xperia Z2
HTC One (M8)
Oppo Find 7
Samsung Note 3 Neo
#1
#2
#3
#4
#5
AndroidLaunched: Apr 2014 Android
Launched: Feb 2014
AndroidLaunched: May 2014Android
Launched: May 2014Android
Launched: Jun 2014
Note: for the smartphones released in H1 2014
27
What the rest of the yearhold for us, based on the trends seen in the first half >
TREND-SPOTTING
The dawn of the budget-performance category, thanks to
devices like the Moto E
Manufacturer Device(s) Price range
Motorola Moto E Rs 6,999
MicromaxUnite 2,
UniteRs 6,000 to Rs 7,000
Lava/ XOLOIris X1,
Q600sRs 7,000 to Rs 8,000
Micromax,
Karbonn,
Spice
Upcoming
Android One
devices
Below Rs 10,000
Last year, smartphones with 1GB RAM were only available above Rs 10,000
BUDGET
PERFORMANCE
RAM ≥ 1GB
Processor ≥ Dual-core
Price < Rs. 8,000
29
Motorola kick-started the trend of exclusive online sales
Motorola
Alcatel
Celkon
Karbonn
|
|
|
|
One Touch
Idol X+
Moto E, Moto G,
Moto X
A35K
Titanium
Octane Plus
In partnership with
In partnership with
30
The wrist wars – the era of wearables begins in earnest
Samsung Gear
Price range: Rs 15k-25k Sony Smartband
Price: Rs. 7,000
Alcatel BoomBandComplimentary with the One
Touch Idol X Plus
GOQii Band
Price: Rs 7,000
Compared to 2013, many brands are heavily investing on the smartwatches. The trend will continue with the
advent of Android Wear as Samsung and LG have recently launched their offerings based on it.
31
Indian manufacturers jump on to the Windows Phone
bandwagon, hitherto used exclusively by Nokia and a few others
Rs 5,000 to 15,000Canvas Win W121, Canvas Win W092
Rs 10,000Win Q900
Rs 5,000 to 15,000 (expected)
Three devices (based on rumors)
Below Rs 10,000 (expected)One (based on rumours)
32
The market disrupters
H1 2014
H2 2014
Moto GRedefined value
for money
Moto EKickstarted the budget
performance segment
Xiaomi Mi 3Flagship specs at
budget pricing
Firefox
smartphones(Intex Cloud FX,
Spice Fire One Mi –FX1)
A fully-capable
smartphone under
Rs 2,500
Xiaomi Redmi 1s and
Android One devices
Powerful smartphones for
the masses
33
Will the mid-range segment gobble up everything else?
ObiPrice range:
Rs 5,000 to
Rs 15,000
JollaPrice range:
Around
Rs 20,000
XiaomiPrice range:
Rs 5,000 to
Rs 20,000
ASUSPrice range:
Rs 5,000 to
Rs 20,000
OnePlusPrice range:
Around
Rs 20,000
Upcoming influx of new brands with affordable offerings
34
4G set to take off this year post Airtel rollout in major cities; many
brands launched devices compatible with Indian 4G
35
LG G2 (4G)LG F70
OPPO
FIND 7a
OPPO
FIND 7
HTC One
(M8)
Some ifs and buts >
METHODOLOGYAND DISCLAIMERS
This report considers both feature phones and smartphones.
Source of data is the 91mobiles database and user behavior on 91mobiles.com.
All devices made available for sale by online stores are considered as devices ‘launched’ in the
Indian market, for the purpose of this report
Different storage variants of the same device are considered as separate products for the purpose
of this report.
This report captures data points from the first half of 2014, and therefore, the most recent trends
and launches post June 2014 haven’t been covered
Popularity of devices with respect to searches and product views on 91mobiles is indicative, and
may differ from other platforms.
While we have tried to capture information on all mobile phone and tablet launches, there may be
a few we missed
Methodology and Disclaimers
37
Alcatel Lenovo
Apple LG
Blackberry Mercury
BLU Motorola
BQ Nokia
Burg Oppo
Digimac Panasonic
Fly Samsung
Gionee Sansui
Haier SICT
HP Sony
HPL ThL
HTC ZTE
Huawei
Adcom iBerry MTS Trio
Alpha ICEX Olive TVC
Arise Idea Onida Videocon
Atom Intex OptimaSmart Viva
Bloom i-smart Penta VOX
Byond Jivi Rage Wham
Celkon Josh Reliance Wynncom
Champion Karbonn RK Xelectron
Cheers Kenxinda Rocker Zears
Datawind K-Touch Salora Zen
Devante Lava Simmtronics Zync
Forme Lemon Sky
Gee Maxx Speed
Hi-Tech Micromax Spice
iBall M-Tech Swipe
Indian Brands International Brands48 27
List of phone brands
2756
38