Brand Track Study: Emailing April 2007 Prepared by: JuxtConsult, New Delhi

Presentation flow Methodology Toplines Email Usage Status Email User Profiles Email Usage Behavior Email User’s Media Habits Brand Salience & Perceptions Brand Shares Brand Performance Track

Methodology

Toplines

Email Usage Status

Email User Profiles

Email Usage Behavior

Email User’s Media Habits

Brand Salience & Perceptions

Brand Shares

Brand Performance Track

Methodology Online Survey between 14 th to 24 th March 2007 Survey run using Google AdSense (Gmail was excluded from the campaign) Total Sample Collected: 2,304 Total Sample Used: 2,046 India Online 2006 multipliers used to make data representative of total online urban population (multiplier on SEC and town class)* * Note - SEC ‘D’ and ‘E’ responses were not included in the used sample because of insufficient representation.

Online Survey between 14 th to 24 th March 2007

Survey run using Google AdSense (Gmail was excluded from the campaign)

Total Sample Collected: 2,304

Total Sample Used: 2,046

India Online 2006 multipliers used to make data representative of total online urban population (multiplier on SEC and town class)*

Online survey campaign example

Definitions of terms used New Email User: Net users who have been using email for less than 1 year at the time of the survey Evolving Email User: Net users who have been using email for more than 1 year but less than 3 years at the time of the survey Experienced Email User: Net users who have been using email for more than 3 years at the time of the survey Light Email users: Net users accessing email for up to 2 hours per usage day from all places of access put together Medium Email users: Net users accessing email for between 2 and 5 hours per usage day from all places of access put together Heavy Email users: Net users accessing email for more than 5 hours per usage day from all places of access put together

New Email User: Net users who have been using email for less than 1 year at the time of the survey

Evolving Email User: Net users who have been using email for more than 1 year but less than 3 years at the time of the survey

Experienced Email User: Net users who have been using email for more than 3 years at the time of the survey

Light Email users: Net users accessing email for up to 2 hours per usage day from all places of access put together

Medium Email users: Net users accessing email for between 2 and 5 hours per usage day from all places of access put together

Heavy Email users: Net users accessing email for more than 5 hours per usage day from all places of access put together

Definitions of terms used Active Email Accounts: Only those email accounts that have been used in the last 3 months Head of the household (Chief wage earner): Member of the household who contributes maximum to the household income SEC: Socio Economic Classification basis education and occupation of the chief wage earner of the household Aided Brand Recall: brand recall prompted with a displayed list of brand names. All other forms of brand recall are unprompted recalls Cumulative Consumer Share: ‘All’ brands used in the last 3 months (active accounts) Primary Consumer Share: The ‘most preferred’ brand among all the brands used in the last 3 months (active accounts)

Active Email Accounts: Only those email accounts that have been used in the last 3 months

Head of the household (Chief wage earner): Member of the household who contributes maximum to the household income

SEC: Socio Economic Classification basis education and occupation of the chief wage earner of the household

Aided Brand Recall: brand recall prompted with a displayed list of brand names. All other forms of brand recall are unprompted recalls

Cumulative Consumer Share: ‘All’ brands used in the last 3 months (active accounts)

Primary Consumer Share: The ‘most preferred’ brand among all the brands used in the last 3 months (active accounts)

Definitions of terms used Brand Sustenance: Ratio of ‘top of mind brand recall’ to ‘top of mind ad recall’ Brand Persuasion: Ratio of ‘brand likely to use’ to ‘spontaneous brand recall’ Switch-in and Switch-out: Difference between the ‘intended buying’ of a brand and the ‘current ownership’ of the brand at individual level (likelihood of moving ‘into’ or ‘out of’ a brand) Brand Loyalty: Similarity between the ‘intended buying’ of a brand and the ‘current ownership’ of the brand at individual level (likelihood of continuing with the brand) Brand Pull: The ‘net switch’ into the brand (i.e., total switch-ins minus total switch-outs of the brand) as a ratio of its ‘current primary consumers’ Brand Momentux ™: A calculated index of a brand’s ‘current mass’ (current primary consumer share of the brand) multiplied by its ‘speed accelerators’ (arithmetic mean of mindshare factors like brand persuasion, brand pull and brand loyalty)

Brand Sustenance: Ratio of ‘top of mind brand recall’ to ‘top of mind ad recall’

Brand Persuasion: Ratio of ‘brand likely to use’ to ‘spontaneous brand recall’

Switch-in and Switch-out: Difference between the ‘intended buying’ of a brand and the ‘current ownership’ of the brand at individual level (likelihood of moving ‘into’ or ‘out of’ a brand)

Brand Loyalty: Similarity between the ‘intended buying’ of a brand and the ‘current ownership’ of the brand at individual level (likelihood of continuing with the brand)

Brand Pull: The ‘net switch’ into the brand (i.e., total switch-ins minus total switch-outs of the brand) as a ratio of its ‘current primary consumers’

Brand Momentux ™: A calculated index of a brand’s ‘current mass’ (current primary consumer share of the brand) multiplied by its ‘speed accelerators’ (arithmetic mean of mindshare factors like brand persuasion, brand pull and brand loyalty)

Toplines

Usage Track 88% of all internet users were using email in the last 3 months An almost ‘zero growth’ in email user base in the last quarter New email users form only 10% of the current email user base. Proportion of the ‘experienced’ email users goes up to 71% (+16% points) Proportion of ‘heavy’ email users also goes up to 24% (+13% points) Almost all the email users (95%) emailed for personal reasons. Three out of 4 (76%) also emailed for work reasons. This makes about 1 in 4 email user (27%) only a ‘personal email’ user

88% of all internet users were using email in the last 3 months

An almost ‘zero growth’ in email user base in the last quarter

New email users form only 10% of the current email user base. Proportion of the ‘experienced’ email users goes up to 71% (+16% points)

Proportion of ‘heavy’ email users also goes up to 24% (+13% points)

Almost all the email users (95%) emailed for personal reasons. Three out of 4 (76%) also emailed for work reasons. This makes about 1 in 4 email user (27%) only a ‘personal email’ user

Usage Track 78% email users accessed it from home (+20% points), 75% from office (+5% points) and 50% from cyber cafes (-7% points) Average email usage time has gone up from all the places of access, the most from cyber café (+117 min.) Those accessing email using only an ‘email application’ goes up to 16% (+6% points) Average email account ownership went down to 3 (-0.4 points). However, average number of ‘active accounts’ stayed at 2 At 29%, mid-to-senior executives emerged as the biggest chunk of email users (+11% points)

78% email users accessed it from home (+20% points), 75% from office (+5% points) and 50% from cyber cafes (-7% points)

Average email usage time has gone up from all the places of access, the most from cyber café (+117 min.)

Those accessing email using only an ‘email application’ goes up to 16% (+6% points)

Average email account ownership went down to 3 (-0.4 points). However, average number of ‘active accounts’ stayed at 2

At 29%, mid-to-senior executives emerged as the biggest chunk of email users (+11% points)

Brand Track Yahoo continues to dominate the top of mind ad and brand recall for the category (56% and 50% respectively) While Hotmail gains both ‘top of mind’ and ‘spontaneous’ brand recall (+6% and +10%), Gmail gains in terms of spontaneous brand recall (+10%) Only Hotmail improved its TOM to total brand recall ratio (+7% points) In terms of actual usage, Yahoo and Hotmail gain ‘secondary’ consumer share (+6% and +4% respectively). Gmail’s share declined by 3% points. Yahoo and Hotmail also gained ‘primary’ consumer share (+3% each). Gmail’s share declined by 5% points Only Hotmail improved its ‘secondary-to-primary’ user share conversion ratio (+8% points). Gmail’s ratio declined by 8% points

Yahoo continues to dominate the top of mind ad and brand recall for the category (56% and 50% respectively)

While Hotmail gains both ‘top of mind’ and ‘spontaneous’ brand recall (+6% and +10%), Gmail gains in terms of spontaneous brand recall (+10%)

Only Hotmail improved its TOM to total brand recall ratio (+7% points)

In terms of actual usage, Yahoo and Hotmail gain ‘secondary’ consumer share (+6% and +4% respectively). Gmail’s share declined by 3% points. Yahoo and Hotmail also gained ‘primary’ consumer share (+3% each). Gmail’s share declined by 5% points

Only Hotmail improved its ‘secondary-to-primary’ user share conversion ratio (+8% points). Gmail’s ratio declined by 8% points

Brand Track Yahoo continues to lead brand “associations” on most category attributes Yahoo also shows the best brand momentum currently. It is the only brand that gained in all momentum factors (mass, persuasion, pull and loyalty) Yahoo’s ‘acceleration’ in this quarter seems to have neutralized its slowdown from the previous quarter. It is likely to maintain the primary consumer share it has achieved in this quarter (46%) Gmail ‘decelerated’ compared to the last quarter (declined in mass, persuasion and pull factors). However, Gmail still has significant momentum going for it and is also likely to gain primary share further The other brands show either constant or declining brand momentums

Yahoo continues to lead brand “associations” on most category attributes

Yahoo also shows the best brand momentum currently. It is the only brand that gained in all momentum factors (mass, persuasion, pull and loyalty)

Yahoo’s ‘acceleration’ in this quarter seems to have neutralized its slowdown from the previous quarter. It is likely to maintain the primary consumer share it has achieved in this quarter (46%)

Gmail ‘decelerated’ compared to the last quarter (declined in mass, persuasion and pull factors). However, Gmail still has significant momentum going for it and is also likely to gain primary share further

The other brands show either constant or declining brand momentums

Usage Status

Email Usage – Current Status All internet users 100% Intention to use (next 3 months) 7% No intention to use (next 3 months) 0% Active (last 3 months) 88% Inactive (last 3 months) 5% Email non-users 7% Email users (ever) 93% Though 93% of all internet users are email users, 88% actually undertook emailing in the last 3 months

Though 93% of all internet users are email users, 88% actually undertook emailing in the last 3 months

Usage by Experience New email users form only 10% of the user base in last 3 months (down 10% points compared to last quarter’s 20%) Proportion of experienced users went up 16%. Indicates slowdown in growth compared to the previous quarter

New email users form only 10% of the user base in last 3 months (down 10% points compared to last quarter’s 20%)

Proportion of experienced users went up 16%. Indicates slowdown in growth compared to the previous quarter

Usage by Experience Almost zero growth in new users in the last 3 months. Accordingly, only the proportion of the most experienced users (5 years plus) grew

Almost zero growth in new users in the last 3 months.

Accordingly, only the proportion of the most experienced users (5 years plus) grew

Usage by Time Spent Proportion of heavy email users went up by 13% points In line with the fact that almost no new users (mostly light users) got added in the last 3 months

Proportion of heavy email users went up by 13% points

In line with the fact that almost no new users (mostly light users) got added in the last 3 months

Usage by Purpose 96% of all email users used it for ‘personal’ reasons in the last 3 months (+2% over last quarter) The increase is largely among the ‘personal’ email users only (+9%) In comparison, proportion of users for ‘work’ reasons went down by 8% points 4% (-2%) 27% (+9%) 70% (-6%) Work – 74% (-8%) Personal – 96% (+2%)

96% of all email users used it for ‘personal’ reasons in the last 3 months (+2% over last quarter)

The increase is largely among the ‘personal’ email users only (+9%)

In comparison, proportion of users for ‘work’ reasons went down by 8% points

Usage by Place of Access Proportion of email users from home has gone up noticeably (+20%) to reach 78% However, proportion of email users from cyber café fell 7% to touch 50% Office Only 7% (-7%) Home Only 12% (-) Cyber café Only 4% (-6%) 30% (+13%) 27%, (+10%) 9% (+1%) 10% (+1%) Office – 75% (+5%) Home – 78% (+20%) Cyber café – 50% (-7%)

Proportion of email users from home has gone up noticeably (+20%) to reach 78%

However, proportion of email users from cyber café fell 7% to touch 50%

Usage Window Users of pure email application windows increased by 6% in this quarter The increase is mainly a result of shift in 5% of ‘both’ users to only email application users 59% (-1%) 16% (+6%) 25% (-5%) Email web browser 84% (-6%) Email application 41% (+1%)

Users of pure email application windows increased by 6% in this quarter

The increase is mainly a result of shift in 5% of ‘both’ users to only email application users

Email User Profiles

Demographic distribution Gender Proportion of females among the evolving and experienced email users has gone up by 3% and 4% respectively

Proportion of females among the evolving and experienced email users has gone up by 3% and 4% respectively

Demographic distribution Age More young adults (+10%) joined as the new users Whereas the proportion of the older ones (36 years plus) went up by 26% points among the evolving email users

More young adults (+10%) joined as the new users

Whereas the proportion of the older ones (36 years plus) went up by 26% points among the evolving email users

Demographic distribution Marital Status Proportion of email users who are married and have children gained significantly (21%) among the evolving users

Proportion of email users who are married and have children gained significantly (21%) among the evolving users

Demographic distribution Education Proportion of professionally qualified email users gained among new as well as evolving users (+5% and +9%) However, on the whole it is only ‘general stream’ email users who showed significant increase (+15%)

Proportion of professionally qualified email users gained among new as well as evolving users (+5% and +9%)

However, on the whole it is only ‘general stream’ email users who showed significant increase (+15%)

Demographic distribution Occupation Higher proportion of students joined in the new users category (+18%) However, on the whole it is ‘senior’ executives who showed the most significant increase (+11%)

Higher proportion of students joined in the new users category (+18%)

However, on the whole it is ‘senior’ executives who showed the most significant increase (+11%)

Geographic distribution City type Proportion of email users from metros went up significantly among both new users and evolving users However, on the whole their proportion went up only marginally (+2%)

Proportion of email users from metros went up significantly among both new users and evolving users

However, on the whole their proportion went up only marginally (+2%)

Geographic distribution Top 10 Cities Proportion of email users from Mumbai went up marginally (+2%) But the proportion of ones from Bangalore went down noticeably (-7%) (0%) 2% Coimbatore - 2% Kochi (+1%) 3% Ahmadabad (-1%) 4% Pune (0%) 4% Kolkata (-1%) 7% Hyderabad (+1%) 9% Chennai (-7%) 9% Bangalore (0%) 10% Delhi (+2%) 14% Mumbai 2,046 Sample Base – All users Change from PQ Current Quarter City

Proportion of email users from Mumbai went up marginally (+2%)

But the proportion of ones from Bangalore went down noticeably (-7%)

Geographic distribution Region Proportion of new email users from west and east went up (+7% each) On the whole, proportion of email users from west went up (+6%) and south came down (-7%)

Proportion of new email users from west and east went up (+7% each)

On the whole, proportion of email users from west went up (+6%) and south came down (-7%)

Socio economic distribution SEC classification Proportion of users from SEC ‘A’ went up noticeably among new users (+6%) and marginally among evolving users (+3%)

Proportion of users from SEC ‘A’ went up noticeably among new users (+6%) and marginally among evolving users (+3%)

Socio economic distribution Head of the Household Proportion of CWE went up among all email users noticeably (+9%) to reach 51% Proportion of CWE email users went up across all type of users, though most among the new users (+17%) CWE – Chief Wage Earner

Proportion of CWE went up among all email users noticeably (+9%) to reach 51%

Proportion of CWE email users went up across all type of users, though most among the new users (+17%)

Economic distribution Monthly household income (MHI) Proportion of Rs.30-50K MHI households gained among the new users (+7%) and the evolving users (+11%) Among experienced email users proportion of Rs.30-50K MHI households declined (-9%)

Proportion of Rs.30-50K MHI households gained among the new users (+7%) and the evolving users (+11%)

Among experienced email users proportion of Rs.30-50K MHI households declined (-9%)

Economic distribution Most expensive vehicle owned Though proportion of no-vehicle owners went up among all the three segment, overall the change is insignificant

Though proportion of no-vehicle owners went up among all the three segment, overall the change is insignificant

Economic distribution Credit card ownership Proportion of single credit card owners went up among new users (+10%) as well as overall (+5%)

Proportion of single credit card owners went up among new users (+10%) as well as overall (+5%)

Economic distribution Mobile phone ownership Proportion of email users owning a personal mobile phone declined noticeably among the evolving users On the whole, proportion of only company provided mobile phone email users went up marginally (+2%)

Proportion of email users owning a personal mobile phone declined noticeably among the evolving users

On the whole, proportion of only company provided mobile phone email users went up marginally (+2%)

Email Usage Behavior

Primary purpose of emailing Proportion of those emailing for ‘personal’ reasons only went up across all type of email users (+8% overall)

Proportion of those emailing for ‘personal’ reasons only went up across all type of email users (+8% overall)

Place of email access Proportion of email users from ‘home’ went up significantly among all types of email users (+21%) Those using email from ‘place of work’ also went up (+9%) Overall the email usage is almost equal from both home and place of work (79%) each

Proportion of email users from ‘home’ went up significantly among all types of email users (+21%)

Those using email from ‘place of work’ also went up (+9%)

Overall the email usage is almost equal from both home and place of work (79%) each

Frequency of email access - Home No significant change in frequency of emailing from home in this quarter, though daily access has gone down (-5%)

No significant change in frequency of emailing from home in this quarter, though daily access has gone down (-5%)

Frequency of email access – Place of work Frequency of emailing from place of work went up noticeably in this quarter, especially daily access (+9%) The increase is proportion of daily usage from place of work is most significant among the new users (+43%)

Frequency of emailing from place of work went up noticeably in this quarter, especially daily access (+9%)

The increase is proportion of daily usage from place of work is most significant among the new users (+43%)

Frequency of email access – Cyber cafe Frequency of emailing from cyber cafe went down noticeably in this quarter; daily access went down -6% The decline in frequency of usage from cyber cafe is the most significant among evolving email users

Frequency of emailing from cyber cafe went down noticeably in this quarter; daily access went down -6%

The decline in frequency of usage from cyber cafe is the most significant among evolving email users

Time spent on emailing per usage day – Home From home, proportion of light email users went up somewhat (+5%) This increase in proportion of light users is more prominent among the new email users

From home, proportion of light email users went up somewhat (+5%)

This increase in proportion of light users is more prominent among the new email users

Time spent on emailing per usage day – Place of work From place of work, proportion of medium email users went up noticeably (+8%) This increase in proportion of medium users is seen across the place of work email user segments However among the new users, the increase is more prominent for light users than medium users

From place of work, proportion of medium email users went up noticeably (+8%)

This increase in proportion of medium users is seen across the place of work email user segments

However among the new users, the increase is more prominent for light users than medium users

Time spent on emailing per usage day – Cyber cafe From cyber cafe, again proportion of light email users went up noticeably (+7%) This increase in proportion of light users is especially among the cyber café email users

From cyber cafe, again proportion of light email users went up noticeably (+7%)

This increase in proportion of light users is especially among the cyber café email users

Average emailing minutes spent per usage day Average emailing usage time has gone up from all the places of access, the most from cyber café (+117 min.) Average usage time from home has gone up across all the email users segments From place of work and cyber cafes , the average email usage time has declined for news users (-57 and -27 min.)

Average emailing usage time has gone up from all the places of access, the most from cyber café (+117 min.)

Average usage time from home has gone up across all the email users segments

From place of work and cyber cafes , the average email usage time has declined for news users (-57 and -27 min.)

Average number of email accounts On the whole, the average email accounts held per person has declined somewhat in this quarter (-0.36) The decline is sharpest among the experienced email users (almost by half an email account at -0.52) It is only among the evolving users that both average email accounts held as well as active email accounts go up

On the whole, the average email accounts held per person has declined somewhat in this quarter (-0.36)

The decline is sharpest among the experienced email users (almost by half an email account at -0.52)

It is only among the evolving users that both average email accounts held as well as active email accounts go up

Management of Emails Proportion of users of ‘email application’ went up significantly among the evolving email users (+17%) Proportion of users of ‘email application’ also goes up somewhat at the overall level (+6%)

Proportion of users of ‘email application’ went up significantly among the evolving email users (+17%)

Proportion of users of ‘email application’ also goes up somewhat at the overall level (+6%)

Features Used -10% -13% +2% +3% -6% -5% -9% 0% -14% -17% -6% -15% -21% +1% -10% +7% 19% 25% 26% 17% 8% 45% 45% 27% 64% 38% 48% 36% 52% 64% 65% 97% Evolving users -2% +2% -1% -1% -1% +12% -2% +15% +10% +11% +11% -6% +4% +1% -19% 0% 39% 30% 41% 20% 23% 46% 62% 26% 63% 36% 48% 68% 55% 77% 92% 98% Experienced Users +2% 32% +3% 10% Archiving of emails -2% 28% -3% 14% Attachment search +2% 36% 0% 21% Email id search -1% 18% -2% 13% Business / visiting card +3% 18% +4% 2% Out of office/vacation auto response +3% 42% -2% 13% Signatures -2% 55% -5% 22% Auto save email addresses +6% 24% +1% 5% Preview pane +3% 59% +1% 27% Virus Scan of emails +2% 34% 0% 14% Calendar +1% 45% -3% 23% Filters +2% 57% +3% 20% Create / manage folders -3% 52% -4% 26% Email receipt confirmation +6% 72% +5% 53% Save drafts -2% 84% +3% 63% Attach files with mails +1% 98% -1% 99% Send / receive mails All Users New users Email Feature

Features Used -11% -5% -6% -3% -10% -18% -18% -4% -5% -6% -6% -4% -11% 15% 1% 16% 43% 27% 55% 20% 13% 9% 11% 28% 14% 24% Evolving users +5% -2% +4% +24% +13% +14% -3% +9% +3% +5% -8% +2% -4% 17% 3% 16% 40% 12% 50% 19% 24% 21% 18% 43% 31% 42% Experienced users -3% 15% -6% 5% Related Links -5% 2% -6% 1% RSS Feeds 0% 16% -1% 15% Personalized email id (e.g., "you@your-name.com") +12% 38% +8% 9% Enhanced storage space -1% 14% -4% 7% Voice mail +4% 48% +3% 25% Picture sharing -5% 18% -4% 9% Get SMS alerts of email +8% 20% +7% 2% Configure POP3 for multiple email id usage +2% 18% +1% 7% Configure advanced security settings 0% 16% -3% 4% Configure customized folder views -3% 38% -4% 21% Contact group listings +4% 25% +3% 7% Export and Import address book -1% 35% -1% 9% View attachment as HTML All Users New users Email Feature

Downloading emails using a mobile phone A marginal 4% point increase in email users who download emails on their mobile phones on a regular basis This is a result of marginal increase in such users across all the 3 types of email user segments At the same time, the proportion of email users not having access to a mobile phone also went up 9%

A marginal 4% point increase in email users who download emails on their mobile phones on a regular basis

This is a result of marginal increase in such users across all the 3 types of email user segments

At the same time, the proportion of email users not having access to a mobile phone also went up 9%

Other communications services used Audio and video conferencing shows noticeably increase in usage by new and evolving email users Experienced email users do not show any significant increase in usage of any of the ‘other online communication’ activities +3% 26% -1% 27% +10% 31% +5% 13% Video conferencing webcam +6% -6% -3% 0% -4% -3% -1% 14% 30% 2% 11% 51% 70% 60% Evolving users +5% +19% +1% -1% +4% +5% -3% 13% 22% 6% 20% 55% 68% 64% Experienced users +4% 14% +5% 24% None of the above +5% 22% +1% 4% Audio conferencing +1% 5% +1% 1% Calling cards -1% 17% -3% 7% Net telephony +1% 51% -2% 21% E-greetings -2% 67% -6% 54% Chatting -3% 62% -5% 50% Instant messaging All Users New users Email Feature

Audio and video conferencing shows noticeably increase in usage by new and evolving email users

Experienced email users do not show any significant increase in usage of any of the ‘other online

communication’ activities

Media Preferences

Most watched TV channel – Top 10 - 2% (-11%) 2% (+10%) 16% Sun TV 1% 6% 2% 20% 6% 2% 5% 9% 18% - (-1%) (+6%) (-1%) (+1%) (-2%) (+2%) (-4%) (+7%) 0% 0% 13% 0% 1% 4% 9% 1% 16% New Users (Current Quarter) (+1%) (+6%) - (+20%) (+6%) (-4%) (-11%) (+2%) (+12%) Evolving users (Current Quarter) 4% 4% 3% 1% 5% 8% 10% 12% 17% Experienced users (Current Quarter) (+4%) (+3%) (-2%) - (+5%) (+3%) - - (+7%) Times Now Zee News Aajtak Sab TV CNN-IBN Discovery Star Plus NDTV CNBC TV Channels

Most read newspaper – Top 10 - 2% (-3%) 1% (+2%) 3% The Telegraph 1% 5% 0% 4% 0% 2% 4% 34% 32% (-8%) (-2%) - (+4%) - (-4%) (+1%) (+5%) (+7%) 1% 2% 2% 5% 1% 1% 4% 22% 28% New Users (Current Quarter) (-7%) (-1%) (-3%) (+3%) - (-1%) (+1%) (+22%) - Evolving users (Current Quarter) 2% 2% 3% 2% 4% 5% 10% 15% 41% Experienced users (Current Quarter) (-1%) - (+3%) (+2%) (+3%) (-2%) (+3%) (+2%) (-5%) Deccan Chronicle Indian Express The Tribune Business Line Dainik Bhaskar Hindustan Times The Economic Times The Hindu The Times of India TV Channels

Most read magazine – Top 10 (+1%) 2% (-1%) 0% (+6%) 6% Outlook Money 0% 1% 3% 1% 21% 2% 12% 3% 25% (+5%) (-1%) (-1%) (+6%) (-2%) (+11%) (-5%) (+8%) (-14%) 8% 0% 0% 6% 0% 13% 4% 12% 17% New Users (Current Quarter) (-3%) - (+2%) - (+20%) (-6%) (-3%) (-1%) (+1%) Evolving users (Current Quarter) 2% 4% 4% 5% 0% 5% 4% 9% 28% Experienced users (Current Quarter) - (+1%) (+1%) (+3%) - (-4%) (-2%) (+2%) (-1%) Digit Business Today Business World Business India Star Dust Reader's Digest The Week Outlook India Today TV Channels

Most listened radio channel – Top 10 (-1%) 2% (-1%) 1% (-1%) 0% Radio One 0% 1% 6% 3% 7% 6% 5% 14% 36% - (+16%) (-2%) (+1%) (-1%) (+2%) (+8%) (+25%) (-38%) 0% 16% 6% 2% 4% 8% 15% 28% 12% New Users (Current Quarter) - (-3%) (-8%) (+1%) (-2%) (-2%) (-9%) (+10%) (+7%) Evolving users (Current Quarter) 1% 3% 5% 5% 7% 10% 11% 16% 31% Experienced users (Current Quarter) (+1%) - (+2%) (+3%) (-2%) (-1%) - (+13%) (-10%) Power FM Air FM Rainbow Suryan FM Big FM BBC Red FM Radio City Air FM Gold Radio Mirchi TV Channels

Most used website (other than emailing) – Top 10 (0%) 1% (-7%) 3% (-4%) 3% sify 1% 3% 2% 5% 5% 23% 11% 15% 18% (+1%) (+3%) (-4%) (+2%) (-3%) (+4%) (-3%) (+2%) (+20%) 1% 4% 1% 6% 1% 6% 22% 6% 25% New Users (Current Quarter) (0%) (+3%) (+1%) (-3%) (-7%) (+19%) (-8%) (+11%) (+14%) Evolving users (Current Quarter) 2% 1% 4% 2% 5% 5% 7% 20% 32% Experienced users (Current Quarter) (+1%) (0%) (+1%) (-2%) (-2%) (-3%) (-2%) (+10%) (+28%) icicidirect contest2win hotmail indiatimes rediff orkut yahoo moneycontrol google TV Channels

Most used website for Online News – Top 10 (+2%) 3% (-3%) 1% (+1%) 5% hinduonline 4% 10% 1% 8% 6% 10% 5% 5% 30% (-1%) (+4%) (+4%) (+3%) (-11%) (-24%) (+10%) (+1%) (+5%) 9% 7% 4% 10% 1% 7% 17% 2% 9% New Users (Current Quarter) - (-4%) (+1%) (+5%) (-2%) (-9%) (-8%) (+3%) (+18%) Evolving users (Current Quarter) 3% 5% 6% 6% 8% 9% 11% 14% 14% Experienced users (Current Quarter) (-3%) (-7%) (+6%) (+4%) (+1%) (+3%) (-7%) (+6%) (+1%) sify indiatimes MSN moneycontrol google yahoo rediff ibnlive NDTV TV Channels

Brand Salience and Perceptions

Top of mind ad recall Yahoo dominates the TOM ad recall for the emailing category across all the 3 email user segments (56% overall) However, compared to previous quarter Yahoo’s ad recall went down among new users (-6%) and evolving users (-11%) Rediff and Hotmail gained ad recall among these 2 user segments

Yahoo dominates the TOM ad recall for the emailing category across all the 3 email user segments (56% overall)

However, compared to previous quarter Yahoo’s ad recall went down among new users (-6%) and evolving users (-11%)

Rediff and Hotmail gained ad recall among these 2 user segments

Source of ad awareness * Sample size for Sify and Indiatimes low for statistical significance 7% 6% 19% 32% 4% 9% 13% 67% Rediff 9% 2% 38% 52% 2% 14% 12% 28% Hotmail 10% 3% 56% 3% 0% 7% 14% 31% Sify* 7% 9% 31% 48% 11% 19% 22% 39% Yahoo 8% 1% 43% 48% 3% 10% 18% 10% Gmail Base: All Users 1% Can't recall where I saw the ad 14% Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 8% Internet - Text link ad on a website 78% Internet - Banner on a website 0% Radio 15% Magazine/Newsletter 19% Newspaper 18% Television Indiatimes* Source of awareness

Yahoo TOM ad awareness: 56% 7% 9% 31% 48% 11% 19% 22% 39% Current Quarter +2% -1% +3% +6% +10% +7% +13% -7% Change from Previous Quarter Base: All Can't recall where I saw the ad Outdoor (hoarding, kiosk, bus panel, exhibition, etc) Internet - Text link ad on a website Internet - Banner on a website Radio Magazine/Newsletter Newspaper Television Source of awareness

Gmail TOM ad awareness: 11% 8% 1% 43% 48% 3% 10% 18% 10% Current Quarter +1% -2% -6% -10% +1% +5% +12% +5% Change from Previous Quarter Base: All Can't recall where I saw the ad Outdoor (hoarding, kiosk, bus panel, exhibition, etc) Internet - Text link ad on a website Internet - Banner on a website Radio Magazine/Newsletter Newspaper Television Source of awareness

Rediff TOM ad awareness: 21% 7% 6% 19% 32% 4% 9% 13% 67% Current Quarter +2% -1% -5% -11% +3% -9% -7% +15% Change from Previous Quarter Base: All Can't recall where I saw the ad Outdoor (hoarding, kiosk, bus panel, exhibition, etc) Internet - Text link ad on a website Internet - Banner on a website Radio Magazine/Newsletter Newspaper Television Source of awareness

Hotmail TOM ad awareness: 7% 9% 2% 38% 52% 2% 14% 12% 28% Current Quarter - -4% -2% -1% -1% -11% -12% +18% Change from Previous Quarter Base: All Can't recall where I saw the ad Outdoor (hoarding, kiosk, bus panel, exhibition, etc) Internet - Text link ad on a website Internet - Banner on a website Radio Magazine/Newsletter Newspaper Television Source of awareness

Sify TOM ad awareness: 2% * Sample size for Sify and Indiatimes low for statistical significance 10% 3% 56% 3% 0% 7% 14% 31% Current Quarter +10% - +20% -48% - -15% +6% -9% Change from Previous Quarter Base: All Can't recall where I saw the ad Outdoor (hoarding, kiosk, bus panel, exhibition, etc) Internet - Text link ad on a website Internet - Banner on a website Radio Magazine/Newsletter Newspaper Television Source of awareness

Indiatimes TOM ad awareness: 1% * Sample size for Sify and Indiatimes low for statistical significance 0% 14% 8% 78% 0% 15% 19% 18% Current Quarter 0% +14% 0% +51% 0% -35% +14% +1% Change from Previous Quarter Base: All Can't recall where I saw the ad Outdoor (hoarding, kiosk, bus panel, exhibition, etc) Internet - Text link ad on a website Internet - Banner on a website Radio Magazine/Newsletter Newspaper Television Source of awareness

Top of mind brand recall Yahoo dominates the TOM brand recall for the category among all the 3 segments of email users (overall 50%) However, Yahoo’s brand recall dipped significantly among the new email users (-29%) Rediff gained brand recall among both new and evolving email users to emerge no. 2 brand among them However, despite a dip in TOM recall of 5% overall, Gmail stays no. 2 (also among the experienced email users)

Yahoo dominates the TOM brand recall for the category among all the 3 segments of email users (overall 50%)

However, Yahoo’s brand recall dipped significantly among the new email users (-29%)

Rediff gained brand recall among both new and evolving email users to emerge no. 2 brand among them

However, despite a dip in TOM recall of 5% overall, Gmail stays no. 2 (also among the experienced email users)

Source of TOM brand recall * Sample size for Sify and Indiatimes low for statistical significance 13% 1% 20% 5% 6% 38% 7% 20% Rediff 17% 0% 20% 16% 3% 31% 7% 14% Hotmail 0% 0% 25% 15% 0% 59% 3% 19% Sify* 10% 1% 27% 12% 8% 46% 5% 21% Yahoo 6% 0% 19% 13% 4% 51% 13% 20% Gmail Base: All 0% Don't remember 0% From an exhibition/event 28% From a link on another website 4% While searching for info using a search engine 41% From a direct mailer/newsletter/sales call 41% From a relative/friend/colleague 17% From a news story/article/feature 44% From an advertisement Indiatimes* Source of awareness

Yahoo 10% 1% 27% 12% 8% 46% 5% 21% Current Quarter -3% - +1% -5% +5% +8% +3% -1% Change from Previous Quarter Base: All Don't remember From an exhibition/event From a link on another website While searching for info using a search engine From a direct mailer/newsletter/sales call From a relative/friend/colleague From a news story/article/feature From an advertisement Source of awareness

Gmail 6% 0% 19% 13% 4% 51% 13% 20% Current Quarter +5% - -3% -2% +1% +1% +7% -3% Change from Previous Quarter Base: All Don't remember From an exhibition/event From a link on another website While searching for info using a search engine From a direct mailer/newsletter/sales call From a relative/friend/colleague From a news story/article/feature From an advertisement Source of awareness

Rediff 13% 1% 20% 5% 6% 38% 7% 20% Current Quarter +6% - -4% -12% +3% +11% +1% -4% Change from Previous Quarter Base: All Don't remember From an exhibition/event From a link on another website While searching for info using a search engine From a direct mailer/newsletter/sales call From a relative/friend/colleague From a news story/article/feature From an advertisement Source of awareness

Hotmail 17% 0% 20% 16% 3% 31% 7% 14% Current Quarter +7% -7% -9% -4% -1% +6% +3% -4% Change from Previous Quarter Base: All Don't remember From an exhibition/event From a link on another website While searching for info using a search engine From a direct mailer/newsletter/sales call From a relative/friend/colleague From a news story/article/feature From an advertisement Source of awareness

Sify * Sample size for Sify and Indiatimes low for statistical significance 25% 15% 59% 3% 19% Current Quarter -4% -3% +44% -14% +4% Change from Previous Quarter Base: All From a link on another website While searching for info using a search engine From a direct mailer/newsletter/sales call From a relative/friend/colleague From an advertisement Source of awareness

Indiatimes * Sample size for Sify and Indiatimes low for statistical significance 0% 0% 28% 4% 41% 41% 17% 44% Current Quarter -3% 0% -7% -45% +40% +38% +16% +2% Change from Previous Quarter Base: All Don't remember From an exhibition/event From a link on another website While searching for info using a search engine From a direct mailer/newsletter/sales call From a relative/friend/colleague From a news story/article/feature From an advertisement Source of awareness

Yahoo dominates the spontaneous brand recall for the category also among all the 3 user segments (overall 91%) While Yahoo lost some recall among new and evolving users (-7% and -14%), it gained among experienced users (+7%) Gmail and Hotmail improved their spontaneous recall among both new and evolving email users Spontaneous brand recall*

Yahoo dominates the spontaneous brand recall for the category also among all the 3 user segments (overall 91%)

While Yahoo lost some recall among new and evolving users (-7% and -14%), it gained among experienced users (+7%)

Gmail and Hotmail improved their spontaneous recall among both new and evolving email users

Aided brand awareness of Yahoo and Gmail grows among all segments; Gmail gets significant gain of 9% overall Among the experienced users the aided awareness dips noticeably for Sify, Indiatimes, VSNL and BSNL Aided brand awareness All Users Experienced Users Evolving Users New Users -1% 64% -9% 71% +7% 53% -6% 44% indiatimes -2% 68% -10% 67% +15% 75% -10% 51% sify +6% 87% +4% 92% +14% 87% -13% 59% hotmail +9% 89% +2% 93% +16% 83% +1% 69% gmail 20% 40% 31% 38% 95% 100% CQ +13% +14% -2% +9% -5% +6% Change from PQ 28% 32% 22% 40% 83% 100% CQ +2% 34% -3% +3% 24% AOL 21% 36% 42% 90% 99% CQ - +6% -9% -12% +4% Change from PQ 13% 25% 23% 76% 100% CQ Change from PQ Change from PQ Brand +2% +1% yahoo - -6% lycos +4% -9% BSNL - -13% VSNL -2% -1% rediff

Aided brand awareness of Yahoo and Gmail grows among all segments; Gmail gets significant gain of 9% overall

Among the experienced users the aided awareness dips noticeably for Sify, Indiatimes, VSNL and BSNL

Brand recall summary – All email users 50% of Yahoo’s total brand recall continues to be top of mind For Gmail the ratio fell from 35% in the previous quarter to 25% in the current quarter Compared to previous quarter only Hotmail has improved its TOM to total recall ratio noticeably (+7%) * Sample size for Sify and Indiatimes low for statistical significance 0.01 0.02 0.14 0.14 0.25 0.50 Ratio of Top of mind brand recall to Aided brand awareness (-2%) (-10%) (+9%) (-6%) (+9%) (+1%) 64% 68% 87% 90% 89% 99% Aided brand awareness (-2%) (-2%) (+7%) - (-10%) (-1%) 1% 1% 12% 12% 23% 50% Top of mind brand recall (-1%) (-2%) (+6%) (-1%) (-5%) (+1%) 55% (-2%) Rediff 42% (+6%) Hotmail 61% (+9%) Gmail 91% (+2%) Yahoo 7% (-2%) Sify* 8% (-1%) Indiatimes* Spontaneous brand recall Recall Levels

50% of Yahoo’s total brand recall continues to be top of mind

For Gmail the ratio fell from 35% in the previous quarter to 25% in the current quarter

Compared to previous quarter only Hotmail has improved its TOM to total recall ratio noticeably (+7%)

Share of word of mouth* * website most likely to recommend Yahoo has the best word of mouth share among the new email users at 46% It also improves its share among experienced users (+7%) to reach 41% and lead marginally over Gmail at 38% (-6%)

Yahoo has the best word of mouth share among the new email users at 46%

It also improves its share among experienced users (+7%) to reach 41% and lead marginally over Gmail at 38% (-6%)

Brand Perceptions

Brand associations – by attributes Yahoo continues to be the most highly associated brand with all the key category attributes Gmail follows as a distant second on most attributes (except ‘dynamic in bringing new features’) * Numbers in red represent the ‘change’ compared to the previous quarter +4% 26 29 28 28 29 -2% 25 -7% 33 9 10 13 9 11 11 7 14 12 9 7 10 11 10 1 0 1 1 0 2 1 47 45 40 44 42 44 41 - 5 10 15 20 25 30 35 40 45 50 Most easy to manage mails Best variety of relevant features Best security/spam/filter features Complete online communication solutions Most dependable service Email id with best brand image Most dynamic in bringing new features gmail hotmail rediff sify yahoo -4% -4% -7% -2% 0% +5% +4% +3% +6% -3% -3% +4% +6% -5% -3% -4% +1% +1%

Yahoo continues to be the most highly associated brand with all the key category attributes

Gmail follows as a distant second on most attributes (except ‘dynamic in bringing new features’)

Brand associations – Yahoo Brand .6 .4 .2 -.0 -.2 -.4 -.6 .6 .4 .2 0.0 -.2 -.4 Most dynamic in bringing new features Email id with best brand image Most dependable service Complete online communication solutions Best security/spam/filter features Best variety of relevant features Most easy to manage Yahoo Attribute * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes

Brand associations – Rediff Brand .6 .4 .2 -.0 -.2 -.4 -.6 .6 .4 .2 0.0 -.2 -.4 Most dynamic in bringing new features Email id with best brand image Most dependable service Complete online communication solutions Best security/spam/filter features Best variety of relevant features Most easy to manage Rediff Attribute * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes

Brand associations – Gmail Brand .6 .4 .2 -.0 -.2 -.4 -.6 .6 .4 .2 0.0 -.2 -.4 Most dynamic in bringing new features Email id with best brand image Most dependable service Complete online communication solutions Best security/spam/filter features Best variety of relevant features Most easy to manage Gmail Attribute * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes

Brand associations – Sify Brand .6 .4 .2 -.0 -.2 -.4 -.6 .6 .4 .2 0.0 -.2 -.4 Most dynamic in bringing new features Email id with best brand image Most dependable service Complete online communication solutions Best security/spam/filter features Best variety of relevant features Most easy to manage Sify Attribute * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes

Brand associations – Hotmail Brand .6 .4 .2 -.0 -.2 -.4 -.6 .6 .4 .2 0.0 -.2 -.4 Most dynamic in bringing new features Email id with best brand image Most dependable service Complete online communication solutions Best security/spam/filter features Best variety of relevant features Most easy to manage Hotmail Attribute * The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes

Brand associations – overall perceptions Brand .6 .4 .2 -.0 -.2 -.4 -.6 Attribute .6 .4 .2 0.0 -.2 -.4 Most dynamic in bringing new features Email id with best brand image Most dependable service Complete online communication solutions Best security/spam/filter features Best variety of relevant features Most easy to manage Yahoo Sify Rediff Hotmail Gmail Yahoo Gmail Rediff Hotmail

Brand Shares

Share of total email account universe* * All websites with whom they have email accounts currently. Adds up to more than 100% in usage Only Yahoo improves its email account universe marginally (+1%) to reach 91% of all email users Gmail’s account universe dips among experienced users (-9%), but it maintains it 2 nd position overall with 61% reach

Only Yahoo improves its email account universe marginally (+1%) to reach 91% of all email users

Gmail’s account universe dips among experienced users (-9%), but it maintains it 2 nd position overall with 61% reach

Secondary (cumulative) consumer share* Yahoo gains significant active usage among experienced users (+12%) to dominate overall secondary consumer share at 75% Despite losing active usage across all type of email users Gmail retains its no. 2 position with 44% secondary consumer share * All email accounts used in the last 3 months (i.e., active accounts only), Adds up to more than 100% in usage

Yahoo gains significant active usage among experienced users (+12%) to dominate overall secondary consumer share at 75%

Despite losing active usage across all type of email users Gmail retains its no. 2 position with 44% secondary consumer share

Primary (preferred) consumer share* * Most preferred emailing account among those used in last 3 months (active accounts). Adds up to 100% in usage Yahoo gains significant preferred usage among experienced users (+13%) to improve its primary consumer share at 46% Gmail loses significant preferred usage across all type of email users. Overall its primary share drops 5% points to 28%

Yahoo gains significant preferred usage among experienced users (+13%) to improve its primary consumer share at 46%

Gmail loses significant preferred usage across all type of email users. Overall its primary share drops 5% points to 28%

Primary Consumer Shares Yahoo gains 3% primary share over the previous quarter to reach 46% Gmail loses 5% primary share over the previous quarter to fall to 28%. However, it maintains its no. 2 slot Hotmail also gains a noticeable 3% share to take its primary consumer share up to 12% 0.2% 0.6% +0.4 BSNL 2% 1% -1% Indiatimes 0.6% 1% 9% 12% 28% 46% Current Quarter (Actual share) 3% -2% Sify 13% -1% Rediff 43% +3% Yahoo 0.2% +0.4 VSNL Previous Quarter (Actual share) Change Brand 6% +3% Hotmail 33% -5% Gmail

Yahoo gains 3% primary share over the previous quarter to reach 46%

Gmail loses 5% primary share over the previous quarter to fall to 28%. However, it maintains its no. 2 slot

Hotmail also gains a noticeable 3% share to take its primary consumer share up to 12%

Secondary-Primary consumer share ratio Yahoo almost maintains its secondary to primary share conversion ratio of previous quarter at around 61% Gmail’s conversion ratio goes down noticeably from 71% to 63% (-8%) Hotmail is the only brand that improved its conversion ratio over the previous quarter (+8%) * Sample size for Sify and Indiatimes low for statistical significance

Yahoo almost maintains its secondary to primary share conversion ratio of previous quarter at around 61%

Gmail’s conversion ratio goes down noticeably from 71% to 63% (-8%)

Hotmail is the only brand that improved its conversion ratio over the previous quarter (+8%)

Reason for brand preference * Sample size low for statistical significance 68% 44% 60% 66% 81% 56% More email storage space 40% 33% 38% 34% 31% 43% Highly appealing website design 50% 31% 60% 45% 57% 40% Better junk mail/ad filtering 7% 56% 1% 42% 29% 36% 25% 50% Rediff 4% 56% 2% 60% 33% 36% 42% 64% Hotmail 13% 45% 2% 48% 48% 38% 17% 25% Sify* 10% 49% 1% 53% 35% 29% 43% 47% Yahoo 4% 31% 1% 61% 33% 42% 46% 58% Gmail Base: Those who mentioned it as most preferred brand 0% Nothing 57% Don’t want to change this email id as have already circulated 0% Others 21% Better security features 68% Better image association of the email id 18% Less error prone with fewer delivery failures 77% Better value added features 50% Better mail organizing capability Indiatimes* Reason for preference

Yahoo – reason for preference Used in the last 3 months 75% Preferred the most 46% -5% 49% Don’t want to change this email id as have already circulated -1% 1% Others +1% 53% Better security features 35% 29% 43% 47% 40% 56% 43% Current Quarter -6% -13% -1% -1% -6% -4% -11% Change from Previous Quarter Base: Those who mentioned it as most preferred brand Better image association of the email id Less error prone with fewer delivery failures Better value added features Better mail organizing capability Better junk mail/ad filtering More email storage space Highly appealing website design Reason

Gmail – reason for preference Used in the last 3 months 44% Preferred the most 28% 0% 31% Don’t want to change this email id as have already circulated +3% 4% Nothing -6% 1% Others -2% 61% Better security features 33% 42% 46% 58% 57% 81% 31% Current Quarter -10% -4% +5% -10% -2% -4% -8% Change from Previous Quarter Base: Those who mentioned it as most preferred brand Better image association of the email id Less error prone with fewer delivery failures Better value added features Better mail organizing capability Better junk mail/ad filtering More email storage space Highly appealing website design Reason

Rediff – reason for preference Used in the last 3 months 33% Preferred the most 12% +19% 56% Don’t want to change this email id as have already circulated -4% 7% Nothing -3% 1% Others +3% 42% Better security features 29% 36% 25% 50% 45% 66% 34% Current Quarter -8% -2% +2% +9% +2% +13% -1% Change from Previous Quarter Base: Those who mentioned it as most preferred brand Better image association of the email id Less error prone with fewer delivery failures Better value added features Better mail organizing capability Better junk mail/ad filtering More email storage space Highly appealing website design Reason

Hotmail – reason for preference Used in the last 3 months 26% Preferred the most 9% -10% 56% Don’t want to change this email id as have already circulated -5% 2% Others +9% 60% Better security features 33% 36% 42% 64% 60% 60% 38% Current Quarter -3% -12% +18% +10% +7% -3% -2% Change from Previous Quarter Base: Those who mentioned it as most preferred brand Better image association of the email id Less error prone with fewer delivery failures Better value added features Better mail organizing capability Better junk mail/ad filtering More email storage space Highly appealing website design Reason

Usage Satisfaction* (among preferred users) Compared to previous quarter, proportion of very satisfied users has gone down for all brands except Sify (+8%) The decline in satisfaction levels is the lowest for Gmail (-3%) and highest for Indiatimes (-20%) At a generic level (for the whole category), satisfaction level have gone down over previous quarter level (-7%) * Those who are very satisfied with overall usage experience * Sample size for Sify and Indiatimes low for statistical significance

Compared to previous quarter, proportion of very satisfied users has gone down for all brands except Sify (+8%)

The decline in satisfaction levels is the lowest for Gmail (-3%) and highest for Indiatimes (-20%)

At a generic level (for the whole category), satisfaction level have gone down over previous quarter level (-7%)

Future Intentions - preferred brand usage Preferred usage of Yahoo is likely to go up among both new users (+4%) and experienced users (+9%) In contrast, preferred usage of Gmail is likely to go down among all types of email users (-6% overall)

Preferred usage of Yahoo is likely to go up among both new users (+4%) and experienced users (+9%)

In contrast, preferred usage of Gmail is likely to go down among all types of email users (-6% overall)

Brand Performance Track

Brand Sustenance Brand Sustenance Ratio of TOM Brand Recall TOM Ad Recall How much can your brand transcend the ad Ratio of 1 represents average efficiency

Brand Sustenance Index Gmail’s sustenance index falls noticeably in the current quarter (-1.05). It still leads the pack on brand sustenance Hotmail and Yahoo show an increase in brand sustenance index over the previous quarter (+0.94 and +0.24) * Other brands not included for insufficiency of sample size. Sample size for Sify and Indiatimes low for statistical significance 88% 1.95 28% 0.99 -0.97 Sify* Previous Quarter Current Quarter Change 1.02 1.45 1.24 1.74 4.52 Actual Index 0.97 1.06 1.48 2.69 3.47 Actual Index -0.05 -0.40 +0.24 +0.94 -1.05 Relative Index Relative Index Brand 100% 100% Gmail 38% 28% Rediff 63% 30% Indiatimes* 50% 43% Yahoo 75% 77% Hotmail

Gmail’s sustenance index falls noticeably in the current quarter (-1.05). It still leads the pack on brand sustenance

Hotmail and Yahoo show an increase in brand sustenance index over the previous quarter (+0.94 and +0.24)

Brand Sustenance Map Logarithmic scale

Brand Persuasion Ratio of 1 represents very high efficiency Brand Persuasion How persuasive is your brand story Ratio of Intention to Use Brand Spontaneous Brand Recall

Brand Persuasion Index Despite a noticeable fall in brand persuasion index (-0.19), Gmail still leads on brand persuasion in this quarter Yahoo and Rediff show gain in their persuasion index as compared to the previous quarter (+0.07 and +0.03) * Other brands not included for insufficiency of sample size. Sample size for Sify and Indiatimes low for statistical significance 45% 0.31 35% 0.18 -0.13 Sify* 33% 0.23 42% 0.21 -0.02 Hotmail Previous Quarter Current Quarter Change 0.09 0.20 0.41 0.69 Actual Index 0.15 0.23 0.48 0.50 Actual Index +0.06 +0.03 +0.07 -0.19 Relative Index Relative Index Brand 13% 29% Indiatimes* 29% 45% Rediff 59% 95% Yahoo 100% 100% Gmail

Despite a noticeable fall in brand persuasion index (-0.19), Gmail still leads on brand persuasion in this quarter

Yahoo and Rediff show gain in their persuasion index as compared to the previous quarter (+0.07 and +0.03)

Brand Persuasion Map Logarithmic scale

Brand Pull A positive ratio represents a growing brand Brand Pull Ability of the brand to attract news consumers or consumers of competitive brands Ratio of (Switch ins to the brand) – (Switch outs from the brand) Current primary consumer share of the brand

Brand Pull Index Yahoo shows a noticeable gain in brand pull index in the current quarter (+0.45) However, it is Gmail which still leads the pack in terms of brand pull at 0.08 index value Hotmail shows a noticeable decline in the brand pull index compared to the previous quarter (-0.28) * Other brands not included for insufficiency of sample size. Sample size for Sify and Indiatimes low for statistical significance -51% -0.51 -81% -0.06 +0.45 Yahoo Previous Quarter Current Quarter Change 0.96 0.27 -0.07 -0.14 0.07 Actual Index -0.15 -0.01 0.01 0.05 0.08 Actual Index -1.11 -0.28 +0.08 +0.19 +0.01 Relative Index Relative Index Brand 100% -196% Sify* 28% -9% Hotmail -7% 14% Rediff -14% 67% Indiatimes* 7% 100% Gmail

Yahoo shows a noticeable gain in brand pull index in the current quarter (+0.45)

However, it is Gmail which still leads the pack in terms of brand pull at 0.08 index value

Hotmail shows a noticeable decline in the brand pull index compared to the previous quarter (-0.28)

Brand Pull Map Logarithmic scale

Brand Loyalty Ratio of 1 represents maximum efficiency Brand Loyalty How much is your brand retaining its existing consumers Ratio of Likely to Continue with the Brand Total Current Primary Users of the Brand

Brand Loyalty Index Despite a fall in its brand loyalty index in the current quarter (-0.05), Gmail leads the pack in brand loyalty Rediff shows the most significant increase in brand loyalty compared to the last quarter (+0.15) * Other brands not included for insufficiency of sample size. Sample size for Sify and Indiatimes low for statistical significance 94% 0.87 64% 0.60 -0.27 Sify* Previous Quarter Current Quarter Change 0.91 0.80 0.70 0.92 0.27 Actual Index 0.84 0.84 0.85 0.87 0.95 Actual Index -0.07 +0.04 +0.15 -0.05 +0.68 Relative Index Relative Index Brand 29% 100% Indiatimes* 98% 89% Hotmail 87% 89% Yahoo 76% 89% Rediff 100% 92% Gmail

Despite a fall in its brand loyalty index in the current quarter (-0.05), Gmail leads the pack in brand loyalty

Rediff shows the most significant increase in brand loyalty compared to the last quarter (+0.15)

Brand Loyalty Map

Brand Momentux™ It is an index. The higher the better Brand Momentux TM Your future market potential based on your current performance Brand X Brand Speed Mass Accelerators Current X Brand Persuasion factor, Users Brand Pull factor, Brand Loyalty factor

Brand Momentux™ Yahoo is the only brand showing an ‘accelerating’ momentum in the current quarter (+0.04). It leads the pack with the highest current brand momentum index of 0.19, followed by Gmail with 0.14 Gmail shows a decelerating momentum (-0.05), Rediff and Hotmail show no change in their brand momentum * Other brands not included for insufficiency of sample size. Sample size for Sify and Indiatimes low for statistical significance 10% 0.02 2% 0.00 -0.02 Sify* Previous Quarter Current Quarter Change 0.00 0.03 0.04 0.19 0.15 Actual Index 0.00 0.03 0.04 0.14 0.19 Actual Index - - - -0.05 +0.04 Relative Index Relative Index Brand 83% 100% Yahoo 1% 2% Indiatimes* 14% 16% Hotmail 19% 23% Rediff 100% 70% Gmail

Yahoo is the only brand showing an ‘accelerating’ momentum in the current quarter (+0.04).

It leads the pack with the highest current brand momentum index of 0.19, followed by Gmail with 0.14

Gmail shows a decelerating momentum (-0.05), Rediff and Hotmail show no change in their brand momentum

Brand Momentux™ Map Logarithmic scale

Brand Momentux™ Summary Improved Deteriorated No Change Indiatimes* Sify* Hotmail Rediff Gmail Yahoo Brand Brand Momentux Brand Loyalty Brand Pull Brand Persuasion Brand Mass Current Quarter vis-à-vis Previous Quarter

Estimated Primary Consumer Shares Yahoo’s ‘acceleration’ in this quarter seems to have neutralized its slowdown in the previous quarter. It is therefore likely to maintain its primary consumer share it has achieved in this quarter (46%) Though ‘decelerating’ compared to last quarter, Gmail still has significant momentum going for it and is likely to gain some primary share in the next quarter as well * Other brands not included for insufficiency of sample size. Sample size for Sify and Indiatimes low for statistical significance -0.3% 0.3% 0.6% BSNL - 1% 1% Indiatimes 0.4% 1% 7% 10% 32% 46% Next Quarter Estimated Share - 1% Sify -2% 12% Rediff - 46% Yahoo -0.2% 0.6% VSNL Expected Change Current Quarter Actual Share Brand -2% 9% Hotmail +4% 28% Gmail

Yahoo’s ‘acceleration’ in this quarter seems to have neutralized its slowdown in the previous quarter. It is

therefore likely to maintain its primary consumer share it has achieved in this quarter (46%)

Though ‘decelerating’ compared to last quarter, Gmail still has significant momentum going for it and is

likely to gain some primary share in the next quarter as well

Thank You!