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 …

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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  • 1. The #1 Gadget Research Website in India Mobile phone landscape: India 2013 Launch and search trends Nitansh Rastogi, Correspondent
  • 2. About 91mobiles and this report 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
  • 3. Report Outline 1 2 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 3 User choices revealed! The most popular devices and brands based on user searches on 91mobiles.com 4 The tablet landscape in 2013 Thriving market, but only in some segments 5 Looking ahead to 2014 A sneak peek at the brands, trends, and technologies to look forward to in 2014 6 3 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 Methodology and disclaimers
  • 4. PHONE LAUNCHES A few surprising, and some not-so surprising findings >
  • 5. Phone launches nearly doubled in 2013 as compared to 2012 957 85% Total phone launches in 2013 growth 515 Total phone launches in 2012 68 brands in India 48 Indian brands 5 | 20 International brands
  • 6. Indian brands account for almost 70% of mobile devices launched in 2013 Relative share of mobile phones launched by Indian & international brands in 2012 and 2013 100% 90% 40% 32% 60% 68% 2012 80% 2013 70% 60% 50% 40% 30% 20% 10% 0% Indian brands 6 International brands
  • 7. Affordable segment (Rs 5k-15k) saw the most action in 2013 in terms of phone launches Mobile phone launches by price segment in 2012 vs 2013 100% 90% 5% 5% 80% 21% High-end phones (> Rs 25k) Mid-range phones (15k-25k) 40% 70% 5% 6% 32% Affordable phones (Rs 5k-15k) 38% 60% 50% 29% 60% Feature phones (Rs 2k-5k) 68% 22% 40% 30% 20% 40% Basic phones (below Rs 2k) 29% 10% 0% 2012 Below Rs 2k 7 2013 Rs 2k-5k Rs 5k-15k Rs 15k-25k Above Rs 25k
  • 8. Indian brands are shifting towards higher price segments in 2013 Price-wise distribution of phone launches by Indian brands in 2012 vs 2013 151 Below Rs 2k 207 40% 32% 90 Rs 2k-5k 62% growth 146 60% 49 Rs 5k-15k 68% 212 1 17 Rs 15k-25k 0 37% growth 333% growth 1600% growth 50 100 2012 150 200 250 2013 Note: Data represented for 582 launches in 2013 and 291 launches in 2012 by Indian brands, for which pricing details are avai lable 8
  • 9. How key brands distribute their launches across price categories – differing focus areas Price-wise distribution of phone launches by key brands in 2013 80% • 69% 70% 60% 50% • 40% • • 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. 32% Micromax - Dominates the low-end, but moving upwards fast. 46% 42% 40% 39% 60% 36% 68% 33% 30% 20% 25% 25% 25% 19% 15% 10% 0% 6% 0% < Rs 5k 0% Rs 5k-15k Samsung 9 23% 19% Nokia Rs 15k-25k Sony Micromax Above Rs 25k
  • 10. Indian brands dominate in number of phone launches - Samsung is the only international brand to find a spot in the top 10 Top 10 brands with highest number of launches in 2013 65 65 63 59 57 54 36 INTEX KARBONN LAVA + XOLO MICROMAX CELKON MAXX VIDEOCON 34 33 33 LEMON MOBILES SAMSUNG SPICE 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
  • 11. International brands are kings of the Rs 15,000+ price band; no Indian brand in the top 10 Top 10 brands with highest number of launches above Rs 15,000 (In 2013) 12 11 7 6 6 6 5 3 SAMSUNG 11 HTC SONY LG NOKIA LENOVO 3 APPLE BLACKBERRY GIONEE 3 HUAWEI
  • 12. Brands with the maximum growth in launches in the year 2013: Lava is the biggest gainer Launches by brands in year 2012 vs 2013 8 LAVA + XOLO Lava: 6, XOLO: 2 63 Lava: 38, XOLO: 25 6 LENOVO 19 18 MAXX 54 23 CELKON 57 27 INTEX 65 0 10 20 30 2012 40 50 60 70 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 Note: Graph features brands with highest % growth in launches from 2012 to 2013, among brands with at least 5 launches in 2012 12
  • 13. Brands with fewer number of launches in 2013 as compared to 2012 Launches by brands in year 2012 vs 2013 30 25 24 20 18 16 16 15 12 11 9 10 5 1 0 WYNCOMM AKAI SONY 2012 HTC 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
  • 14. SPEC-TALK Specs we saw in mobile phones in 2013 >
  • 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) Phablet launches in 2012 vs 2013 Phablet launches by price segment, in 2013 60 53 6 BELOW RS 15K 50 24 40 9 30 >10x increase RS 15K-25K 5 20 9 10 ABOVE RS 25K 5 0 0 NUMBER OF DEVICES 2012 2013 0 5 10 International brands 15 20 25 30 Indian brands 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
  • 16. Phones became more powerful thanks to quad-core processors Quad-core devices launched 7 in 2012 | 129 in 2013 Quad-core phone launches in 2012 vs 2013 0 INDIAN BRANDS 60 7 INTERNATIONAL BRANDS 69 0 2012 16 20 2013 40 60 80 Chinese company MediaTek’s affordable quad-core processor is leveling the playing field and allowing Indian brands to offer budget quad-core devices
  • 17. Smartphone meets camera - the megapixel wars continued and 8-13MP cameras became the norm # of phone launches by camera resolution in 2012 vs 2013 61 > 2.5x growth 5-8MP 158 43 8-13MP 166 5 13MP AND ABOVE 43 0 20 40 > 4x growth > 8x growth 60 80 2012 100 120 140 160 180 2013 Indian brands kept pace with International brands in the camera resolution department 17
  • 18. Dual-SIM phenomenon growing, but at a slower pace; Indian brands continue to dominate Dual-SIM devices in 2012 vs 2013 600 534 500 400 300 96 362 64 438 200 298 100 0 2012 Indian brands 2013 International brands In 2012, 70% of devices launched were dual-SIM, vs. 55% in 2013 18
  • 19. 3G adoption on the rise: 3G device launches increase by 2.5x, lead by Indian brands 3G-enabled devices launched in 2012 and 2013 155 385 61% 41% 100% 90% 80% 70% 60% 59% 50% 40% 30% Cheapest 3G device in 2013 – Micromax A30 Smarty 3.0 (Rs 3,999) Cheapest 3G device in 2012 – 39% 20% Celkon A95 (Rs 5,999) 10% 0% 2012 Indian brands 2013 International brands In 2013, 40% of all the devices launched were 3G capable, up from 30% in the year 2012 19
  • 20. International brands score high on innovation and premium features: full HD displays & svelte design Full HD devices launched in 2013 ‘Thin’ devices launched in 2013 Indian brands Indian brands 36% 33% International brands 64% Total - 39 39 smartphones with full HD resolution in 2013 vs only one (HTC Butterfly) in 2012 20 International brands 67% Total - 24 24 smartphones with ‘ultra-thin’ casings (8mm or less) in 2013, as against just four in 2012
  • 21. Android still on warpath, being the only smartphone OS in use by Indian brands Mobile phone launches in 2013 segregated by OS 39% Others 59% Android Windows Phone iOS BlackBerry OS ‘Others’ includes basic phones and feature phones (proprietary OS, Nokia Asha OS, Java platform, etc.) 21
  • 22. Spec milestones: Devices that set new benchmarks RAM 3GB Samsung Galaxy Note 3 LARGEST DISPLAY THINNEST SMARTPHONE 6.44-inches Sony Xperia Z Ultra 6.18mm Huawei Ascend P6 LARGEST BATTERY 4,050mAh battery Huawei Ascend Mate PROCESSOR Octa-core Exynos Samsung Galaxy S4 and Note 3 PROCESSOR 64-bit computing Apple iPhone 5S CAMERA 41-megapixels Nokia Lumia 1020 22
  • 23. Feature milestones MOTION SENSING M7 co-processor Apple iPhone 5S SECURITY Fingerprint sensor (Touch ID) Apple iPhone 5S MULTIMEDIA Boom Sound HTC One MOTION SENSING Step Counter Google Nexus 5 23
  • 24. USER’S CHOICES 2013 Based on over 125 million page views on 91mobiles.com >
  • 25. Most popular brands in 2013 – the usual suspects 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
  • 26. The mid-range / value-for-money 5k-15k segment most popular with users Page views for devices based on different price segments > Rs 35k Rs 25- Rs 35k < Rs 2k 3% 7% 4% Rs 2k-5k 11% Rs 15k-25k 50% Rs 5k-15k 26 25%
  • 27. Most searched phones in the budget range (Rs 5k-15k): Micromax and Samsung rule the segment #1 #2 Samsung Galaxy S Duos Launched in: Sept 2012 Micromax A110 Superfone Canvas 2 Launched in: Nov 2012 #4 Launched in: Mar 2013 Samsung Galaxy Core Launched in: Jun 2013 27 Micromax A116 Canvas HD Launched in: Feb 2013 #5 Nokia Lumia 520 #3
  • 28. Most searched phones in the mid-range segment (Rs 15k-25k): a mixed lot spanning different brands #1 #2 Samsung Galaxy Grand Duos Launched in: Jan 2013 #3 Sony Xperia C Launched in: Oct 2013 Micromax Canvas 4 Launched in: July 2013 #4 Sony Xperia L Launched in: May 2013 #5 Nokia Lumia 720 Launched in: Mar 2013 28
  • 29. Most searched phones in the high-end segment (Rs 25k-35k): price reduction sweetened the deals #1 #2 Samsung Galaxy Note 2 Sony Xperia Z Launched in: March 2013 #3 Samsung Galaxy S3 Launched in: May 2012 Launched in: Sept 2012 #4 Nokia Lumia 920 Launched in: January 2013 #5 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 29
  • 30. Most searched phones in the premium segment (above Rs 35k): Samsung and Apple rule the roost #1 #2 Samsung Galaxy S4 Launched in: Apr 2013 #3 Apple iPhone 5S Launched in: Nov 2013 30 Samsung Galaxy Note 3 Launched in: Sept 2013 #4 #5 Apple iPhone 5C HTC One Launched in: Nov 2013 Launched in: Apr 2013
  • 31. Editor’s picks: the game changers Micromax A116 Canvas HD Consolidated 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. 31 Nokia Lumia 520 With 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.
  • 32. Editor’s picks: the game changers Google Nexus 5 Moto G Soon to be launched in India, the Moto G is expected to raise the bar for specs & quality budget smartphones are expected to offer 32 Continued 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 E6 The Gionee Elife E6 changed the negative image of Chinese brands. Reasonably high specs and a distinctive design made it quite noteworthy
  • 33. TABLETS: Still a lot of ground to cover Notable observations >
  • 34. Tablet launches increased in 2013, but not at the same pace as mobiles 194 172 Total tablet launches in 2013 13% growth Total tablet launches in 2012 61 brands in India 50 Indian brands 34 | 11 International brands
  • 35. Indian brands dominate in launches, but not growing as much as international brands Number of tablets launched in India in 2013 vs 2012 3% growth 140 120 125 129 100 Greater move towards ‘phablets’ also a possible reason for the relative lack of vibrancy in the tablets market. 80 60 40 65 47 20 0 International brands 2012 35 Indian brands 2013
  • 36. Budget tablets occupy a large chunk of the overall launches, with Indian brands dominating the segment Tablet launches by price segment (2013) Tablet launches in 2013 6% Below Rs 10k 94% 22% Rs 10k-20k 58% 20% Rs 10k-20k 63% Below Rs 10k Above Rs 20k 68% 32% 100% Above Rs 20k 0% 20% Indian brands 36 37% 40% 60% 80% 100% International brands
  • 37. The small-screen tablet segment is growing in terms of launches Number of tablets launched, segregated by screen size 160 140 151 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 120 124 100 80 60 40 48 43 20 0 Small screen size (7-8 inch) 2012 37 Large screen size (Above 8-inch) 2013
  • 38. Limited diversity in high-end tablets: Apple killed the above Rs 20k segment Apple has raised the bar very high  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. Limited Competition Samsung Galaxy Note 10.1 38 Sony Xperia Tablet Z
  • 39. A look at the most popular tablets in 2013 in the under Rs 15k segment SAMSUNG GALAXY TAB 2 7.0 Launched in April 2013 GOOGLE NEXUS 7 Launched in Nov 2012 #1 #3 HCL ME U1 #2 Launched in Aug 2012 MICROMAX FUNBOOK TALK Launched in Oct 2012 39 #4 #5 MICROMAX FUNBOOK INFINITY Launched in Sept 2012
  • 40. LOOKING AHEAD TO 2014 What this year holds for us > Deepak Dhingra, Editor
  • 41. Mobile devices from 2013 that set the trend for what’s to come in 2014 Octa-core processors High-resolution cameras Nokia Lumia 1020 Samsung Galaxy Note 3 Apple iPhone 5s 64-bit SoC Samsung Galaxy Gear Flexible displays LG G Flex Wearable devices High-resolution displays 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. 41
  • 42. The way you interact with your smartphone could change in 2014 Gesture controls Voice commands Contextual computing Fingerprint sensors Touchscreens might become passé, as device manufacturers are devising innovative ways of interacting with devices. Click here to know more. 42
  • 43. Top 5 mobile phone brands to look out for in 2014 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. Read our take on these manufacturers. 43
  • 44. Editor’s comments Curved displays and wearables In the high-end segment, innovations like curved / flexible screens, wearables and super high-resolution displays will make news 44 Redefining value for money Upcoming devices like Motorola’s Moto G, Nokia’s rumoured Android phone (Normandy) and the Nexus series may re-define ‘value-formoney’ in a price sensitive market like India
  • 45. Editor’s comments 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. 45 Octa-core processors will go mainstream MediaTek’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.
  • 46. 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. 46 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.
  • 47. METHODOLOGY AND DISCLAIMERS Some ifs and buts >
  • 48. Methodology and Disclaimers 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
  • 49. List of phone brands 48 Indian Brands 20 International Brands Adcom Maxx Salora Akai K-Touch Airtyme Iball Micromax Sansui Apple Lenovo Arise Iberry Mitashi Smartnamo BlackBerry LG Bsnl Icon Mts Spice Fly Motorola Byond Tech Idea Mvl Mobiles Swingtel Gfive Nokia Celkon Intex Nxg Swipe Gionee NUGen Champion Jivi Olive Tvc Google Nexus Panasonic Croma Josh Onida Videocon HTC Samsung Cubit Karbonn Optimasmart Wammy Huawei Sony Datawind Lava Penta Wynncom Konka Yxtel Devante Lemon Mobiles Rage Zen Mobiles Domo 49 Hi-Tech Mobile Magicon Zync Reconnect
  • 50. List of tablet brands 50 11 International Brands Indian Brands Adcom Micromax Swingtel Ainol Go Tech Milagrow Swipe Acer Mobile AirTyme HT Impex Mitashi Teracom Amazon Arise HCL NXG Videocon Apple BaSlate Hi-Tech Mobile Olive VOX Asus BSNL iBall Optima Smart Wespro Fly Byond Tech IBerry Penta Wishtel Google Nexus Celkon ICEX Reconnect Winknet Huawei Champion Intex Reliance Xelectron Lenovo Colors Mobile Karbonn Redd Zebronics Samsung Croma Lava Salora Zen Mobiles Sony Datawind Lemon Mobiles Scomp Zync Yxtel Devante Maxx Simmtronics Domo 50 Fujezone Mercury Spice