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Mobile phone landscape: India 2013 Launch and search trends The #1 Gadget Research Website in India Nitansh Rastogi, Correspondent

Mobile phone landscape - India 2013

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Did you know that there are 68 different brands in India currently selling mobile phones? Of those, nearly 48 are homegrown, and they account for 70 percent of all mobile phones launched in the country. How about the fact that there were a total of 957 mobile phone launches in India in the year 2013, and this number is up a whopping 85 percent as compared to the previous year? Or that the so-called ‘phablet’ segment saw a 10x increase in 2013 when compared to 2012? These are just a few of the highlights from our comprehensive report on the state of the mobile industry in India. Powered by 91mobiles’ extensive catalogue that lists all launches in the mobile segment, including handsets and tablets, and using research data derived from 125 million page views on 91mobiles.com by over 25 million people, this report encapsulates and charts how this industry in moving in India.

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Page 1: Mobile phone landscape - India 2013

Mobile phone landscape: India 2013Launch and search trends

The #1 Gadget Research Website in India

Nitansh Rastogi, Correspondent

Page 2: Mobile phone landscape - India 2013

91mobiles is a leading research and

comparison website for mobile phones in

India

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 2-3 years

Over 25 million people visited 91mobiles

in 2013 and browsed over 125 million

pages to research mobile phones & tablets

This report provides insights pertaining to mobile phone launches in 2013, their

specifications, search trends seen on 91mobiles, and an outlook for 2014

2

About 91mobiles and this report

Page 3: Mobile phone landscape - India 2013

Mobile phone launch trends in 2013

A year that saw a high growth in phone launches, the growing role of Indian brands, and

an upward shift in the value chain by users and vendors alike

Specifications we saw in 2013 in mobile phones

Devices evolved in (almost) all aspects, but some trends stood out. Indian brands

managed to catch-up with international brands in hardware specs, barring a few high-end

features

User choices revealed!

The most popular devices and brands based on user searches on 91mobiles.com

The tablet landscape in 2013

Thriving market, but only in some segments

Looking ahead to 2014

A sneak peek at the brands, trends, and technologies to look forward to in 2014

Methodology and disclaimers

3

1

2

3

4

5

6

Report Outline

Page 4: Mobile phone landscape - India 2013

A few surprising, and some not-so surprising findings >

PHONE

LAUNCHES

Page 5: Mobile phone landscape - India 2013

957Total phone

launches in

2013

68 brands in India

48 Indian brands | 20 International brands

85% growth

515Total phone

launches in

2012

5

Phone launches nearly doubled in 2013 as compared to 2012

Page 6: Mobile phone landscape - India 2013

Relative share of mobile phones launched by Indian & international brands in 2012 and 2013

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2012 2013

Indian brands International brands

60%

40%

68%

32%

6

Indian brands account for almost 70% of mobile devices launched in 2013

Page 7: Mobile phone landscape - India 2013

60%

40%

68%

32%

7

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2012 2013

Below Rs 2k Rs 2k-5k Rs 5k-15k Rs 15k-25k Above Rs 25k

Basic phones

(below Rs 2k)

Feature phones

(Rs 2k-5k)

Affordable phones

(Rs 5k-15k)

Mid-range phones (15k-25k)

High-end phones (> Rs 25k)

Mobile phone launches by price segment in 2012 vs 2013

40%

29%

21%

5%5%

29%

22%

38%

6%

5%

Affordable segment (Rs 5k-15k) saw the most action in 2013 in terms of phone launches

Page 8: Mobile phone landscape - India 2013

60%

40%

68%

32%

8

17

212

146

207

1

49

90

151

0 50 100 150 200 250

Rs 15k-25k

Rs 5k-15k

Rs 2k-5k

Below Rs 2k

2012 2013

37% growth

62% growth

333% growth

1600% growth

Price-wise distribution of phone launches by Indian brands in 2012 vs 2013

Note: Data represented for 582 launches in 2013 and 291 launches in 2012 by Indian brands, for which pricing details are avai lable

Indian brands are shifting towards higher price segments in 2013

Page 9: Mobile phone landscape - India 2013

60%

40%

68%

32%

9

15%

46%

19% 19%

36%39%

25%23%

0%

25%

33%

42%

69%

25%

6%

0%0%

10%

20%

30%

40%

50%

60%

70%

80%

< Rs 5k Rs 5k-15k Rs 15k-25k Above Rs 25k

Samsung Nokia Sony Micromax

Price-wise distribution of phone launches by key brands in 2013

• Samsung - Present across segments, but large # of launches

in the popular Rs 5k-15k segment.

• Nokia - Distributed across segments.

• Sony- All eggs in the premium basket.

• Micromax - Dominates the low-end, but moving upwards fast.

How key brands distribute their launches across price categories – differing focus areas

Page 10: Mobile phone landscape - India 2013

Indian brands’ domination in total phone launches driven by large number of under Rs 2k devices, as

well as due to the fact that Android is a great leveller in the affordable smartphone segment

10

Top 10 brands with highest number of launches in 2013

65 6563

5957

54

3634 33 33

INTEX KARBONN LAVA + XOLO

MICROMAX CELKON MAXX VIDEOCON LEMON MOBILES

SAMSUNG SPICE

Indian brands dominate in number of phone launches

- Samsung is the only international brand to find a spot in the top 10

Page 11: Mobile phone landscape - India 2013

12

11

7

6 6 6

5

3 3 3

SAMSUNG HTC SONY LG NOKIA LENOVO APPLE BLACKBERRY GIONEE HUAWEI

Top 10 brands with highest number of launches above Rs 15,000 (In 2013)

11

International brands are kings of the Rs 15,000+ price band; no Indian brand in the top 10

Page 12: Mobile phone landscape - India 2013

65

57

54

19

63

27

23

18

6

8

0 10 20 30 40 50 60 70

INTEX

CELKON

MAXX

LENOVO

LAVA + XOLO

2012 2013

Launches by brands in year 2012 vs 2013

Lava seems to be doing well with its dual brand strategy, with the mid-range segment under the ‘XOLO’

brand, and feature phones under the Lava brand

12

Note: Graph features brands with highest % growth in launches from 2012 to 2013, among brands with at least 5 launches in 2012

Lava: 38, XOLO: 25

Lava: 6, XOLO: 2

Brands with the maximum growth in launches in the year 2013: Lava is the biggest gainer

Page 13: Mobile phone landscape - India 2013

24

9

1618

11

1

12

16

0

5

10

15

20

25

30

WYNCOMM AKAI SONY HTC

2012 2013

Launches by brands in year 2012 vs 2013

While fall in number of launches may be an indicator of competitive pressures, fewer launches from Sony may

be due to a conscious change in the company’s strategy after breaking its partnership with Ericsson in 2012.

13

Brands with fewer number of launches in 2013 as compared to 2012

Page 14: Mobile phone landscape - India 2013

Specs we saw in mobile phones in 2013 >

SPEC-TALK

Page 15: Mobile phone landscape - India 2013

5

53

0

10

20

30

40

50

60

NUMBER OF DEVICES

2012 2013

0

5

24

9

9

6

0 5 10 15 20 25 30

ABOVE RS 25K

RS 15K-25K

BELOW RS 15K

International brands Indian brands

Phablet launches in 2012 vs 2013 Phablet launches by price segment, in 2013

>10x

increase

Interestingly, while Samsung kickstarted the large screen trend, Indian brands have taken them to the

masses with a wider and more affordable range on offer

15

Age of giants – 10x growth in phablet launches(We define ‘Phablets’ as devices with screen sizes more than 5-inches and lower than 7-inches)

Page 16: Mobile phone landscape - India 2013

Chinese company

MediaTek’s

affordable quad-core

processor is leveling the

playing field and allowing

Indian brands to offer

budget quad-core

devices

Quad-core phone launches in 2012 vs 2013

Quad-core devices launched

7 in 2012 | 129 in 2013

16

69

60

7

0

0 20 40 60 80

INTERNATIONAL BRANDS

INDIAN BRANDS

2012 2013

Phones became more powerful thanks to quad-core processors

Page 17: Mobile phone landscape - India 2013

43

166

158

5

43

61

0 20 40 60 80 100 120 140 160 180

13MP AND ABOVE

8-13MP

5-8MP

2012 2013

# of phone launches by camera resolution in 2012 vs 2013

> 4x

growth

> 8x

growth

Indian brands kept pace with International brands in the camera resolution department

> 2.5x

growth

17

Smartphone meets camera - the megapixel wars continued and 8-13MP cameras became the norm

Page 18: Mobile phone landscape - India 2013

298

438

64

96

0

100

200

300

400

500

600

2012 2013

Indian brands International brands

362

Dual-SIM devices in 2012 vs 2013

534

In 2012, 70% of devices launched were dual-SIM, vs. 55% in 2013

18

Dual-SIM phenomenon growing, but at a slower pace; Indian brands continue to dominate

Page 19: Mobile phone landscape - India 2013

39%

59%

61% 41%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2012 2013

Indian brands International brands

3G-enabled devices launched in 2012 and 2013

In 2013, 40% of all the devices launched were 3G capable, up from 30% in the year 2012

Cheapest 3G device

in 2013 –

Micromax A30 Smarty

3.0

(Rs 3,999)

Cheapest 3G device

in 2012 –

Celkon A95

(Rs 5,999)

155 385

19

3G adoption on the rise: 3G device launches increase by 2.5x, lead by Indian brands

Page 20: Mobile phone landscape - India 2013

36%

64%

33%

67%

Total - 39

39 smartphones with full HD resolution in 2013 vs

only one (HTC Butterfly) in 2012

24 smartphones with ‘ultra-thin’ casings (8mm or

less) in 2013, as against just four in 2012

Full HD devices launched in 2013 ‘Thin’ devices launched in 2013

Total - 24

20

International brands

Indian brands

International brands

Indian brands

International brands score high on innovation and premium features: full HD displays & svelte design

Page 21: Mobile phone landscape - India 2013

59%

39%

Mobile phone launches in 2013 segregated by OS

‘Others’ includes basic phones and feature phones (proprietary OS, Nokia Asha OS, Java platform, etc.)

21

Android

Others

Windows

Phone

BlackBerry

OS

iOS

Android still on warpath, being the only smartphone OS in

use by Indian brands

Page 22: Mobile phone landscape - India 2013

THINNEST SMARTPHONE6.18mm

Huawei Ascend P6

LARGEST DISPLAY6.44-inches

Sony Xperia Z Ultra

RAM 3GB

Samsung Galaxy

Note 3

CAMERA41-megapixels

Nokia Lumia 1020

LARGEST BATTERY4,050mAh battery

Huawei Ascend Mate

PROCESSOR64-bit computing

Apple iPhone 5S

PROCESSOROcta-core Exynos

Samsung Galaxy

S4 and

Note 3

22

Spec milestones: Devices that set new benchmarks

Page 23: Mobile phone landscape - India 2013

MOTION SENSINGM7 co-processor Apple iPhone 5S

MULTIMEDIABoom Sound

HTC One MOTION SENSINGStep Counter

Google Nexus 5

SECURITYFingerprint sensor (Touch ID)

Apple iPhone 5S

23

Feature milestones

Page 24: Mobile phone landscape - India 2013

Based on over 125 million page views on

91mobiles.com >

USER’S

CHOICES

2013

Page 25: Mobile phone landscape - India 2013

Brand Total # of models

in the market

% of page views in

2013

SAMSUNG 160 20.9%

MICROMAX 170 12.0%

SONY 55 8.3%

NOKIA 120 8.0%

KARBONN 148 6.2%

APPLE 20 4.0%

LAVA 75 3.5%

Note: Popularity by page views in 2013 for all devices of a brand, including prior launches

25

Most popular brands in 2013 – the usual suspects

Page 26: Mobile phone landscape - India 2013

7%

25%

50%

11%

4%

3%

Rs 5k-15k

> Rs 35k < Rs 2k

Rs 2k-5k

Rs 15k-25k

Rs 25- Rs 35k

Page views for devices based on different price segments

26

The mid-range / value-for-money 5k-15k segment most popular with users

Page 27: Mobile phone landscape - India 2013

Micromax

A110

Superfone

Canvas 2

Launched in: Nov 2012

Micromax

A116

Canvas HD

Launched in: Feb 2013

Samsung

Galaxy S

Duos

Launched in: Sept 2012

Nokia

Lumia 520

Launched in: Mar 2013

Samsung

Galaxy

Core

Launched in: Jun 2013

#1#2

#3

#4#5

27

Most searched phones in the budget range (Rs 5k-15k): Micromax and Samsung rule the segment

Page 28: Mobile phone landscape - India 2013

Samsung

Galaxy

Grand Duos

Launched in: Jan 2013

Sony

Xperia C

Launched in: Oct 2013Micromax

Canvas 4

Launched in: July 2013

Sony

Xperia L

Launched in: May 2013

Nokia

Lumia 720

Launched in: Mar 2013

#1

#2

#3

#4#5

28

Most searched phones in the mid-range segment (Rs 15k-25k): a mixed lot spanning different brands

Page 29: Mobile phone landscape - India 2013

Sony

Xperia Z

Launched in: March 2013

Samsung

Galaxy

Note 2

Launched in: Sept 2012

Samsung

Galaxy S3

Launched in: May 2012

Nokia

Lumia 920

Launched in: January 2013

BlackBerry

Z10

Launched in: Feb 2013

Most devices in this list are former flagship devices that retained, or even further grew in popularity long

after their launch, by virtue of price drops

#2

#3 #4 #5

#1

29

Most searched phones in the high-end segment(Rs 25k-35k): price reduction sweetened the deals

Page 30: Mobile phone landscape - India 2013

Samsung

Galaxy

S4

Launched in: Apr 2013

Samsung

Galaxy

Note 3

Launched in: Sept

2013

Apple

iPhone

5S

Launched in: Nov 2013

Apple

iPhone

5C

Launched in: Nov 2013

HTC One

Launched in: Apr 2013

#1 #2

#3 #4 #5

30

Most searched phones in the premium segment (above Rs 35k): Samsung and Apple rule the roost

Page 31: Mobile phone landscape - India 2013

Micromax A116 Canvas HDConsolidated Micromax's

stronghold in the above Rs. 10k

price band, and challenged higher

priced phones like the Samsung

Galaxy Grand, by virtue of the

specs it packed.

Nokia Lumia 520With affordable pricing, the Lumia 520

became Nokia’s best bet against the

onslaught of Android smartphones,

making it the most popular windows

phone. It also bolstered Microsoft’s

WP8 market share.

31

Editor’s picks: the game changers

Page 32: Mobile phone landscape - India 2013

Moto GSoon to be launched in

India, the Moto G is

expected to raise the bar

for specs & quality

budget smartphones are

expected to offer

Google Nexus 5Continued the legacy of

providing superb hardware

and stock Android at an

affordable price tag. At Rs.

28,999, the specs offered

in the device are only

matched by the devices in

the Rs 35k price range

Gionee Elife E6The Gionee Elife E6

changed the negative

image of Chinese

brands. Reasonably high

specs and a distinctive

design made it quite

noteworthy

32

Editor’s picks: the game changers

Page 33: Mobile phone landscape - India 2013

Notable observations >

TABLETS:Still a lot ofground to cover

Page 34: Mobile phone landscape - India 2013

61 brands in India

50 Indian brands | 11 International brands

194Total tablet

launches in

2013

172Total tablet

launches in

2012

34

13% growth

Tablet launches increased in 2013, but not at the same pace as mobiles

Page 35: Mobile phone landscape - India 2013

47

125

65

129

0

20

40

60

80

100

120

140

International brands Indian brands

2012 2013

Number of tablets launched in India in 2013 vs 2012

Greater move

towards ‘phablets’

also a possible

reason for the

relative lack of

vibrancy in the

tablets market.

35

Indian brands dominate in launches, but not growing as much as international brands

3% growth

Page 36: Mobile phone landscape - India 2013

58%20%

22%Rs 10k-20k

Above Rs 20k

Below Rs 10k

Tablet launches by price segment (2013)

0% 20% 40% 60% 80% 100%

Above Rs 20k

Rs 10k-20k

Below Rs 10k

Indian brands International brands

63%

68% 32%

100%

6%

Tablet launches in 2013

36

37%

94%

Budget tablets occupy a large chunk of the overall launches, with Indian brands dominating the segment

Page 37: Mobile phone landscape - India 2013

124

48

151

43

0

20

40

60

80

100

120

140

160

Small screen size (7-8 inch) Large screen size (Above 8-inch)

2012 2013

Number of tablets launched, segregated by screen size

While there is an

increase in the

number of tablets

launched with 7-8

inch screen size,

larger tablets

actually witnessed

negative growth in

2013

37

The small-screen tablet segment is growing in terms of launches

Page 38: Mobile phone landscape - India 2013

Sony Xperia

Tablet Z

Has sustained first-mover advantage.

Better ecosystem for tablet-optimised

apps and accessories.

The iPad Air is thinner (7.5mm) and

lighter (469g) compared to peers.

Apple has raised the bar very high

Limited Competition

Samsung Galaxy

Note 10.1

38

Limited diversity in high-end tablets: Apple killed the above Rs 20k segment

Page 39: Mobile phone landscape - India 2013

SAMSUNG GALAXY

TAB 2 7.0Launched in April 2013

HCL ME U1Launched in Aug 2012

GOOGLE NEXUS 7Launched in Nov 2012

MICROMAX

FUNBOOK TALKLaunched in Oct 2012

MICROMAX

FUNBOOK INFINITYLaunched in Sept 2012

39

#1#3

#2

#4 #5

A look at the most popular tablets in 2013 in the under Rs 15k segment

Page 40: Mobile phone landscape - India 2013

What this year holds for us >

LOOKINGAHEAD TO2014

Deepak Dhingra, Editor

Page 41: Mobile phone landscape - India 2013

Nokia Lumia 1020

Samsung

Galaxy

Note 3

Apple

iPhone 5s

LG G Flex

Samsung

Galaxy Gear

Vivo Xplay 3s

These device were launched in the year 2013, but have paved the way for devices of this year.

Read more about what trends these devices have set.

High-resolution

cameras

Octa-core

processors

64-bit SoC

High-resolution

displays

Wearable

devices

Flexible

displays

41

Mobile devices from 2013 that set the trend for what’s to come in 2014

Page 42: Mobile phone landscape - India 2013

Gesture controls

Contextual computing

Fingerprint sensors

Voice commands

Touchscreens might become passé, as device manufacturers are devising innovative ways of interacting

with devices. Click here to know more.

42

The way you interact with your smartphone could change in 2014

Page 43: Mobile phone landscape - India 2013

Read our take on these manufacturers.

Trailing numero uno brand Samsung, Micromax offers a wide range

of devices at affordable price points, and now the company is also

going global.

Within an year of its entry into the Indian market, the company has

launched a slew of quality devices across different segments at

attractive prices.

Oppo is planning to enter India soon and its devices are getting a

lot of praise for innovative features coupled with superb

configurations.

Xolo never shies away from taking risks. From partnering with Intel

to Nvidia and Broadcom, the manufacturer continues to innovate.

Xiaomi has confirmed that it’s planning to go global and its powerful

devices and economical pricing will surely give it huge boost in

price-sensitive markets like India.

43

Top 5 mobile phone brands to look out for in 2014

Page 44: Mobile phone landscape - India 2013

Curved displays and

wearables

In the high-end segment,

innovations like curved / flexible

screens, wearables and super

high-resolution displays will make

news

Redefining value for moneyUpcoming devices like Motorola’s

Moto G, Nokia’s rumoured Android

phone (Normandy) and the Nexus

series may re-define ‘value-for-

money’ in a price sensitive market

like India

44

Editor’s comments

Page 45: Mobile phone landscape - India 2013

Rise of Windows

After Android, many Indian

brands (Micromax and XOLO)

are contemplating devices

running Microsoft’s Windows. In

the mobile space, Windows

Phone 8 will cement its position

as a strong third alternative to

Android and iOS.

Octa-core processors will go

mainstreamMediaTek’s MT6592 SoC will be the

platform of choice for quite a few

brands, especially those from India

and will help bring octa-core chips

to the masses.

45

Editor’s comments

Page 46: Mobile phone landscape - India 2013

Editor’s comments

Newer form factors, hybrids

and dual-boot devices will

grow further

People prefer flexibility and

devices that can adapt to

different situations & lifestyles,

and the kind of devices we’ll

see in 2014 will offer exactly

that.

Software as a means to

differentiate

Indian brands like already

offering innovative software

features, and XOLO is also

working on a custom UI for its

devices. Going forward, more

Indian brands will try and use

software to differentiate their

products.

Colour and

customisation options

Many brands now offer

their products in different

colours, and with Apple

jumping on the bandwagon

with the iPhone 5c, more

vendors will follow suit.

46

Page 47: Mobile phone landscape - India 2013

Some ifs and buts >

METHODOLOGYAND DISCLAIMERS

Page 48: Mobile phone landscape - India 2013

This report considers both feature phones and smartphones.

Source of data is 91mobiles’ database and user behavior 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, and first available online price is used to determine

the ‘price segment’ of the device

Different storage variants of the same device are considered as separate products for the purpose

of this report.

Popularity of devices with respect to page views on 91mobiles is indicative, may differ from other

platforms.

While we have tried to capture all mobile phone and tablet launches, a few may have been

missed; though this should not alter the overall trends identified in this report

48

Methodology and Disclaimers

Page 49: Mobile phone landscape - India 2013

Akai K-Touch

Apple Lenovo

BlackBerry LG

Fly Motorola

Gfive Nokia

Gionee NUGen

Google Nexus Panasonic

HTC Samsung

Huawei Sony

Konka Yxtel

Adcom Hi-Tech Mobile Maxx Salora

Airtyme Iball Micromax Sansui

Arise Iberry Mitashi Smartnamo

Bsnl Icon Mts Spice

Byond Tech Idea Mvl Mobiles Swingtel

Celkon Intex Nxg Swipe

Champion Jivi Olive Tvc

Croma Josh Onida Videocon

Cubit Karbonn Optimasmart Wammy

Datawind Lava Penta Wynncom

Devante Lemon Mobiles Rage Zen Mobiles

Domo Magicon Reconnect Zync

Indian Brands International Brands48 20

49

List of phone brands

Page 50: Mobile phone landscape - India 2013

List of tablet brands

Acer Mobile

Amazon

Apple

Asus

Fly

Google Nexus

Huawei

Lenovo

Samsung

Sony

Yxtel

Adcom Fujezone Micromax Swingtel

Ainol Go Tech Milagrow Swipe

AirTyme HT Impex Mitashi Teracom

Arise HCL NXG Videocon

BaSlate Hi-Tech Mobile Olive VOX

BSNL iBall Optima Smart Wespro

Byond Tech IBerry Penta Wishtel

Celkon ICEX Reconnect Winknet

Champion Intex Reliance Xelectron

Colors Mobile Karbonn Redd Zebronics

Croma Lava Salora Zen Mobiles

Datawind Lemon Mobiles Scomp Zync

Devante Maxx Simmtronics

Domo Mercury Spice

Indian Brands International Brands50 11

50