The mobile phone landscape report looks at the phone launches in India in H1 2014, launch trends by various brands, popularity of brands & devices in various price ranges, and what to expect for the rest of the year. Powering it is 91mobiles' extensive catalogue, which covers all the mobile phone and tablets launched in the market since 2010. The search trends have been captured from more than 100 million page views on 91mobiles in the first half of 2014.

1. Mobile Phone Landscape: India H1 2014
Mobile phone launch and search trends
The #1 gadget research website in India
Nitansh Rastogi, Correspondent

2. 91mobiles is the leading gadget research website in India
This report provides insights pertaining to mobile phone launches in H1 2014, search trends seen on 91mobiles, and an outlook for the rest of the year including rise of new trends.
2
About 91mobiles and this report
The 91mobiles catalogue contains over 15,000 deviceslaunched since the website’s inception in 2010; includes practically every mobile phone launched in India over the last 3 years
Over 25 million people visited 91mobiles in 2014 H1 and browsed over 100 million pagesto research mobile phones & tablets

3. Mobile phone launch trends in 2014 H1
The first half of the year saw significant growth in the number of phone launches, the growing role of Indian brands, and a clear focus on the budget segment by users and vendors alike
User’s choices revealed
The most popular devices and brands based on user searches on 91mobiles.com
Looking ahead to the second half of 2014
A sneak peek at the brands and trends to look forward to, based on the signs we saw in H1 2014
Methodology and disclaimers
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1
2
3
4
Report outline

4. The phone segment in India has become a raging battlefield between incumbents and new entrants >
THELAUNCHPAD

5. Total phone launches
5
The number of phone launches grew more than twice in the first half of 2014
H1 2013
H1 2014
401
855
Total brands
56
Indian brands
International brands
27
2.13x

6. Launches in the mid-range segment (15k-25k) increased to ~3x, followed by the high-end segment (25k-35k) which grew 160%
6
10
13
55
228
549
9
5
17
142
228
0
100
200
300
400
500
600
Above Rs 35k
Rs 25k-35k
Rs 15k-25k
Rs 5k-15k
Below Rs 5k
H1 2013
H1 2014
Price-wise distribution of phone launches in H1 2013 vsH1 2014
140.7% growth
60.6% growth
223.5% growth
160% growth
11.1% growth

7. 60%
40%
68%
32%
7
20
178
508
0
96
191
0
100
200
300
400
500
600
Rs 15k-25k
Rs 5k-15k
Below Rs 5k
H1 2013
H1 2014
166% growth
85.41% growth
New segment for Indian brands withmajority of launches by Micromax (6), Karbonn(3) and Lava (2)
Price-wise distribution of phone launches by Indian brands in H1 2013 vs H1 2014
Indian brands stayed married to the entry-level segment (below 5k), but cast roving eyes upon the mid-range segment (15k to 25k)
In the ‘Rs15,000 to 25,000’ category, there wasn’t any offering by Indian brands in H1 2013.

8. 60%
40%
68%
32%
8
10
13
35
50
41
6
7
17
45
38
0
10
20
30
40
50
60
Above Rs 35k
Rs 25k-35k
Rs 15k-25k
Rs 5k-15k
Below Rs 5k
H1 2013
H1 2014
66.7% growth
Price-wise distribution of phone launches by international brands in H1 2013 vs H1 2014
International brands shifted focus to Rs15k+ segment, which grew by ~100 percent
85.7% growth
105.9% growth
7.9% growth
10% growth

9. Percentage breakup of phones launched by Indian & international brands in H1 2013 and H1 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
H1 2013
H1 2014
82.6%
9
Indian brands grew their share of total launches to above 80 percent in H1 2014
17.4%
71.8%
28.2%
Indian brands
International brands

10. 10
Top brands by number of launches in H1 2014
64
62
47
45
42
35
30
29
27
26
Intex
Karbonn
Micromax
Lava
Forme
Hi-Tech
Maxx
Celkon
Spice
iBall
Indian brands dominated when it came to the total number of phones launched in H1 2014
Indian brands
International brands

11. 11
Top brands by number of launches in H1 2014 in the budget segment
30
24
20
14
13
10
9
8
7
7
Lava
Micromax
Intex
Karbonn
IBall
Maxx
Nokia
Idea
OptimaSmart
Spice
Indian brands also ruled the ‘Rs 5,000 to Rs15,000’ segment in terms of number of launches
Indian brands
International brands

12. 12
The story takes a U-turn in the above Rs15,000 segment, with only Micromax able to find a spot
7
6
6
6
5
5
5
4
4
3
Samsung
Micromax
LG
Gionee
HTC
Sony
Oppo
Lenovo
Alcatel
Huawei
Indian brands
International brands
Top brands by number of launches in H1 2014 above Rs15,000

13. H1 2014 witnessed the debut and re-entry of quite a few brands
Many other brands like Alcatel and Panasonic also started heavy promotions for their products this year
13
No of devices launched in H1 2014 by new entrants
3
7
2
4
0
2
4
6
8
Motorola
Oppo
HP
Philips
5k –15k
15k –25k
25k –35k
Above 35k
Below 5k

14. Samsung focussedon the upper end of the market, with no launches below 15k in H1 2014
14
8
6
4
1
1
0
0
2
2
3
0
2
4
6
8
10
Below 5k
5k-15k
15k-25k
25k-35k
Above 35k
H1 2014
H1 2013
Price-wise distribution of phone launches by Samsung in H1 2013 vs H1 2014

15. Nokia, on the other hand, increased its focus on the lower-end segment, and launched only one device above 15k in H1 2014
15
7
2
1
1
1
8
9
1
0
0
0
2
4
6
8
10
Below 5k
5k-15k
15k-25k
25k-35k
Above 35k
H1 2014
H1 2013
Price-wise distribution of phone launches by Nokia in H1 2013 vs H1 2014
Post Microsoft acquisition, Nokia seems to be taking stock of the situation since it did introduce high-end devices in USA, but not in the Indian market in the H1 2014

16. Sony continued to be selective about its launch segments, while its focus increased on the mid-range segment (15k to 25k)
16
0
2
1
0
2
0
2
3
0
2
0
1
2
3
4
Below 5k
5k-15k
15k-25k
25k-35k
Above 35k
H1 2014
H1 2013
Price-wise distribution of phone launches by Sony in H1 2013 vs H1 2014

17. Launches by HTC were spread around, though it focussedmore on the budget (5k to 15k) and the mid-range segments (15k to 25k)
17
0
2
2
0
2
0
2
3
1
1
0
1
2
3
4
Below 5k
5k-15k
15k-25k
25k-35k
Above 35k
H1 2014
H1 2013
Price-wise distribution of phone launches by HTC in H1 2013 vs H1 2014

18. Micromaxmoving up the value chain; made its debut in the mid-range segment (15k -25k)
18
19
9
0
0
16
24
5
0
0
5
10
15
20
25
30
Below 5k
5k-15k
15k-25k
25k-35k
H1 2014
H1 2013
Price-wise distribution of phone launches by Micromaxin H1 2013 vs H1 2014

19. Based on over 100 million searches and product views on 91mobiles.com in H1 2014 >
Who topped
the popularity charts?

20. Rank
Brand
Changein rank compared to H1 2013
1
Samsung
Nochange
2
Nokia
+1
3
Micromax
-1
4
Sony
+1
5
HTC
+1
6
Motorola
Newentrant
7
Apple
+1
8
BlackBerry
No change
9
Gionee
+3
10
Panasonic
New entrant
The 10 most popular phone brands in H1 2014
Note: popularity of all devices from a brand in H1 2014, including prior launches
20
Karbonn-
Rank 3, H1 2013
XOLO–
Rank 7, H1 2013
BIGGEST LOSERS

21. Most popular brands across price segments: Motorola made a stunning comeback, while Samsung and Sony feature consistently in the top
Top 5 popular brands in different price segments in H1 2014 (Normalised)
SONY
100
71
47
41
32
HTC
Micromax
BlackBerry
100
46
44
29
24
Micromax
Samsung
Motorola
Sony
5k –15k
BUDGET
SEGMENT
15k –25k
MID-RANGE
SEGMENT
Above 35k
SUPER-PREMIUM
SEGMENT
25k –35k
HIGH-END
SEGMENT
21
Sony
APPLE
100
79
56
13
10
Samsung
LG
Nokia
Apple
Sony
Samsung
Apple
Sony
HTC
100
57
54
49
14
Nokia
Nokia
Samsung

22. Value-for-money brands like Micromax& Motorola topped the charts when it came to buying intent
13%
13%
13%
12%
11%
10%
10%
10%
9%
8%
0%
2%
4%
6%
8%
10%
12%
14%
Micromax
Motorola
Gionee
LG
Lenovo
Samsung
XOLO
Karbonn
Sony
Nokia
*percentage of people who browsed devices of a brand, and subsequently visited an online store
Percentage of users with buying intent* for brands
Indian Brands
International Brands
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Note: popularity of all devices from a brand in H1 2014, including prior launches

23. The 10 most popular smartphones launched in H1 2014
Rank
Name
OS
PriceBand
Launch Month
1
Nokia XL
Android
Rs5k-15k
May 2014
2
Samsung Galaxy S5
Android
> Rs35k
Apr 2014
3
Sony Xperia Z2
Android
> Rs35k
May 2014
4
Samsung Galaxy Grand 2
Android
Rs15k-25k
Jan 2014
5
Motorola Moto G
Android
Rs5k-15k
Feb 2014
6
Motorola Moto E
Android
Rs5k-15k
May 2014
7
Nokia Lumia525
WindowsPhone 8
Rs5k-15k
Jan 2014
8
Nokia Lumia630
Windows Phone 8.1
Rs5k-15k
May 2014
9
Nokia X
Android
Rs5k-15k
Mar 2014
10
HTC Desire 816
Android
Rs15k-25k
May 2014
Note: for the smartphones released in H1 2014
5k –15k
15k –25k
25k –35k
Above 35k
Below 5k
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24. Most popular devices in the budget segment (5k to 15k): Nokia & Motorola rule the roost
Nokia XL
Moto G
Moto E
Nokia Lumia525
Nokia Lumia630
#1
#2
#3
#4
#5
Android
Launched: May 2014
Windows Phone 8.1
Launched: May 2014
Android
Launched: May 2014
Android
Launched: Feb 2014
Windows Phone 8
Launched: Jan 2014
Note: for the smartphones released in H1 2014
24

25. Most popular devices in the mid-range segment (15k to 25k): Samsung enjoyed its ‘grand’ presence
Samsung Galaxy Grand 2
#1
Android
Launched: Jan 2014
Samsung Galaxy Grand Neo
Sony XperiaM2
MotoX
HTC Desire 816
#5
#4
#2
#3
Android
Launched: Feb 2014
Android
Launched: May 2014
Android
Launched: Apr 2014
Android
Launched: Mar 2014
Note: for the smartphones released in H1 2014
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26. Most popular devices in the high-end segment (25k to 35k): a mixed bag
GioneeElifeE7
Lenovo Vibe Z
Sony XperiaZ1 Compact
OppoFind 7a
OppoR1
#1
#2
#3
#4
#5
Android
Launched: Jan 2014
Android
Launched: Apr 2014
Android
Launched: Mar 2014
Android
Launched: Feb 2014
Android
Launched: Jun 2014
Note: for the smartphones released in H1 2014
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27. Most popular devices in the super-premium category (above 35k): Samsung is the ruler of the ‘galaxy’
Samsung Galaxy S5
Sony XperiaZ2
HTC One (M8)
OppoFind 7
Samsung Note 3 Neo
#1
#2
#3
#4
#5
Android
Launched: Apr 2014
Android
Launched: Feb 2014
Android
Launched: May 2014
Android
Launched: May 2014
Android
Launched: Jun 2014
Note: for the smartphones released in H1 2014
27

28. What the rest of the yearhold for us, based on the trends seen in the first half >
TREND-
SPOTTING

29. The dawn of the budget-performance category, thanks to devices like the Moto E
Manufacturer
Device(s)
Price range
Motorola
Moto E
Rs6,999
Micromax
Unite 2, Unite
Rs6,000 to Rs7,000
Lava/ XOLO
Iris X1, Q600s
Rs7,000 toRs8,000
Micromax, Karbonn, Spice
Upcoming AndroidOne devices
Below Rs10,000
Last year, smartphones with 1GB RAM were only available above Rs10,000
BUDGET
PERFORMANCE
RAM ≥ 1GB
Processor ≥ Dual-core
Price < Rs. 8,000
29

30. Motorola kick-started the trend of exclusive online sales
Motorola
Alcatel
Celkon
Karbonn
|
|
|
|
One Touch Idol X+
Moto E, Moto G, Moto X
A35K
Titanium Octane Plus
In partnership with
In partnership with
30

31. The wrist wars –the era of wearablesbegins in earnest
Samsung Gear
Price range: Rs15k-25k
Sony Smartband
Price: Rs.7,000
Alcatel BoomBand
Complimentary with the One Touch Idol X Plus
GOQiiBand
Price: Rs7,000
Compared to 2013, many brands are heavily investing on the smartwatches. The trend will continue with the advent of Android Wear as Samsung and LG have recently launched their offerings based on it.
31

32. Indian manufacturers jump on to the Windows Phone bandwagon, hitherto used exclusively by Nokia and a few others
Rs 5,000 to 15,000
Canvas Win W121, Canvas Win W092
Rs 10,000
Win Q900
Rs 5,000 to 15,000 (expected) Three devices (based on rumors)
Below Rs 10,000 (expected) One (based on rumours)
32

33. The market disrupters
H1 2014
H2 2014
Moto G
Redefined value for money
Moto E
Kickstartedthe budget performance segment
XiaomiMi 3Flagship specs at
budget pricing
Firefox smartphones(IntexCloud FX, Spice Fire One Mi – FX1)
A fully-capable smartphone under Rs2,500
XiaomiRedmi1s and Android One devices
Powerful smartphones for the masses
33

34. Will the mid-range segment gobble up everything else?
Obi
Price range: Rs 5,000 to Rs 15,000
Jolla
Price range: Around
Rs20,000
Xiaomi
Price range: Rs 5,000 to Rs 20,000
ASUS
Price range: Rs 5,000 to Rs 20,000
OnePlus
Price range: AroundRs 20,000
Upcoming influx of new brands with affordable offerings
34

35. 4G set to take off this year post Airtelrollout in major cities; many brands launched devices compatible with Indian 4G
35
LG G2 (4G)
LG F70
OPPO FIND 7a
OPPO FIND 7
HTC One
(M8)

36. Some ifs and buts >
METHODOLOGY
AND DISCLAIMERS

37. This report considers both feature phones and smartphones.
Source of data is the 91mobiles database and user behavior on 91mobiles.com.
All devices made available for sale by online stores are considered as devices ‘launched’ in the Indian market, for the purpose of this report
Different storage variants of the same device are considered as separate products for the purpose of this report.
This report captures data points from the first half of 2014, and therefore, the most recent trends and launches post June 2014 haven’t been covered
Popularity of devices with respect to searches and product views on 91mobiles is indicative, and may differ from other platforms.
While we have tried to capture information on all mobile phone and tablet launches, there may be a few we missed
Methodology and Disclaimers
37

38. Alcatel
Lenovo
Apple
LG
Blackberry
Mercury
BLU
Motorola
BQ
Nokia
Burg
Oppo
Digimac
Panasonic
Fly
Samsung
Gionee
Sansui
Haier
SICT
HP
Sony
HPL
ThL
HTC
ZTE
Huawei
Adcom
iBerry
MTS
Trio
Alpha
ICEX
Olive
TVC
Arise
Idea
Onida
Videocon
Atom
Intex
OptimaSmart
Viva
Bloom
i-smart
Penta
VOX
Byond
Jivi
Rage
Wham
Celkon
Josh
Reliance
Wynncom
Champion
Karbonn
RK
Xelectron
Cheers
Kenxinda
Rocker
Zears
Datawind
K-Touch
Salora
Zen
Devante
Lava
Simmtronics
Zync
Forme
Lemon
Sky
Gee
Maxx
Speed
Hi-Tech
Micromax
Spice
iBall
M-Tech
Swipe
Indian Brands
International Brands
48
27
List of phone brands
27
56
38