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Mobile phone landscape - India H1 2015

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With so many launches and new brands entering the rapidly-growing phone market in the subcontinent, it's important to take a step back and get a macroscopic look at the state of the Indian phone market. Our past reports have revealed some interesting insights about the launches, spec trends as well as consumers' ever-changing interests. The first six months of 2015 revealed many surprises as well, and our report takes a comprehensive look at those trends.

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Mobile phone landscape - India H1 2015

  1. 1. Mobile phone landscape: India H1 2015 Launch and search trends The #1 Gadget Research Website in India Nitansh Rastogi, Correspondent
  2. 2. A bevy of phones came our way in H1 2015 > MARKET WATCH
  3. 3. 1 Onwards and upwards: number of phone launches likely to increase by 50% in 2015 Number of phones launched in 2013, 2014 and H1 2015 957 1137 857 0 200 400 600 800 1000 1200 1400 1600 Projected launches in H2 2015 2013 2014 2015 1,700+ Actual launches in H1 2015
  4. 4. Top brands by number of smartphone launches in H1 2015 41 24 21 17 15 13 12 10 9 9 Intex Micromax Samsung Karbonn Lava XOLO HTC Spice Sony iBall Indian brands continued their domination in terms of smartphone launches 2 Note: To consider only smartphones, devices priced below Rs 3,000 have been removed
  5. 5. Top brands by number of smartphone launches above Rs 10,000 (in H1 2015) International brands dominate launches priced above Rs 10,000 15 9 7 6 4 4 3 3 3 2 Samsung HTC LG Sony Xiaomi Micromax vivo ZTE Asus Gionee 3
  6. 6. Samsung launched devices across all price bands, including the Rs 5- 10k band, unlike the previous year 4 1 5 7 2 6 4 3 4 0 1 2 3 4 5 6 7 8 Below 5k 5k-10k 10k-20k 20k-30k Above 30k H1 2014 H1 2015 Number of phones launched by Samsung in H1 2014 and H1 2015
  7. 7. HTC targeted the Rs 20k and below segments more than in the previous year 5 3 5 1 3 1 2 2 2 0 1 2 3 4 5 6 Below 5k 5k-10k 10k-20k 20k-30k Above 30k H1 2014 H1 2015 Number of phones launched by HTC in H1 2014 and H1 2015
  8. 8. Sony also shifted its focus from the high-end segment to budget offerings 6 Number of phones launched by Sony in H1 2014 and H1 2015 3 2 3 1 4 2 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 Below 5k 5k-10k 10k-20k 20k-30k Above 30k H1 2014 H1 2015
  9. 9. Micromax increased concentration of launches to the below Rs 5k range, while reducing launches above Rs 5k 7 Number of phones launched by Micromax in H1 2014 and H1 2015 27 9 4 16 20 9 0 5 10 15 20 25 30 Below 5k 5k-10k 10k-20k 20k-30k Above 30k H1 2014 H1 2015
  10. 10. Some interesting trends spotted in H1 2015 > BIG TRENDS
  11. 11. Devices priced between Rs 5k and 10k gained the most in user views, while high-end devices saw a sharp decline in popularity 2% 36% 33% 8% 18% 2% 45% 33% 11% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Below 5k 5k-10k 10k-20k 20k-30k 30k and above H1 2014 H1 2015 Popularity of devices by price-band (in terms of % of user searches) 8
  12. 12. The year of Chinese invasion – share of Chinese origin brands increased more than three-fold Indian brands 27% Chinese brands 7% Other International brands 66% Share of user views by brand origin (H1 2014) Indian brands 28% Chinese brands 22% Other International brands 50% Share of user views by brand origin (H1 2015) 9 Indian brands – brands originated from India such as Micromax, Intex and Lava Chinese brands – brands originated from China such as Lenovo, Xiaomi and Gionee Other International brands – brands apart from the above two such as Samsung, HTC and Sony
  13. 13. 17.9% 10.8% 4.8% 2.3% 0.0% 8.2% 0.0% 15.0% 1.4% 4.0% 13.9% 9.5% 8.1% 7.3% 5.4% 5.0% 4.8% 4.4% 3.9% 3.7% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Samsung Micromax HTC Lenovo Xiaomi Sony ASUS Nokia Intex Lava H1 2014 H1 2015 With increased competition, most of the top 10 brands declined in relative popularity, except HTC, Lenovo along with the new entrants Top brands in terms of user views in H1 2014 vs H1 2015 10 New Entrants Brands that were ousted from the list: • Karbonn • Apple • Gionee
  14. 14. The online-only trend grew further – Motorola marked the start of this concept last year, but it became mainstream this year Share of user views of devices selling exclusively online in 2014 and H1 2015 11 4% 7% 16% 20% 33% 0% 5% 10% 15% 20% 25% 30% 35% Q1 2014 Q2 2014 Q3 2014 Q4 2014 H1 2015
  15. 15. 5-inch is the new small: 9 out of 10 popular devices across all price bands sport 5-inch & above displays 2 2 3 5 1 1 5 5 9 7 0 1 2 3 4 5 6 7 8 9 10 5k-10k 10k-20k 20k-30k Above 30k Below 5-inches 5-inch Above 5-inches Top 10 devices based on user views in H1 2015, segregated on the basis of screen size 12
  16. 16. Popularity of devices based on user views on 91mobiles.com > H1 2015 REPORT CARD
  17. 17. The chart toppers – the top three most popular phones in H1 2015 ASUS ZenFone 2 Price: Rs 12,999 – Rs 22,999 (four variants) Launched in: Apr 2015 13 Samsung Galaxy Core Prime Price: ~Rs 8,000 Launched in: Dec 2014 YU Yureka Price: Rs 8,999 Launched in: Jan 2015 1 2 3
  18. 18. Top 10 devices in H1 2015: almost all priced below Rs 20k, no flagship devices make the cut Rank Mobile name Price band Launched in 1 Asus ZenFone 2 10-20k Apr 2015 2 YU Yureka 5k-10k Jan 2015 3 Samsung Galaxy Core Prime 5k-10k Oct 2014 4 HTC Desire 620G 10k-20k Dec 2014 5 Lenovo K3 Note* 5k-10k July 2015 6 Samsung Galaxy A7 20k-30k Feb 2015 7 Xiaomi Redmi Note 4G 5k-10k Dec 2014 8 Samsung Galaxy Core 2 Dual SIM 5k-10k Jul 2014 9 Xiaomi Mi 4 10k-20k Feb 2015 10 Micromax Canvas Nitro A311 5k-10k Sept 2014 14 *The Lenovo K3 Note became popular in terms of user searches even before its launch Top 10 devices in H1 2015 in terms of user views
  19. 19. 4G phablets rule the roost in the Rs 5k-10k segment in terms of user views 15 YU Yureka Launched in: Jan 2015 Samsung Galaxy Core Prime Launched in: Dec 2014 Lenovo K3 Note Launched in: Jul 2015 Xiaomi Redmi Note 4G Launched in: Dec 2014 Samsung Galaxy Core 2 Launched in: Jul 2014 #1 #2 #3 #4 #5 Top 5 devices basis user views priced between Rs 5,000 – 15,000 in H1 2015
  20. 20. HTC is the most popular brand in the Rs 10k-20k segment 16 HTC Desire 820 Launched in: Nov 2014 Lenovo P70 Launched in: May 2015 Xiaomi Mi 4 Launched in: Jan 2015 HTC Desire 620G Launched in: Nov 2014 ASUS ZenFone 2 Launched in: Apr 2015 #1 #2 #3 #4 #5 Top 5 devices basis user views priced between Rs 10,000 – 20,000 in H1 2015
  21. 21. Top devices in the Rs 20k-30k segment: an assorted mix of old flagships and new launches 17 Samsung Galaxy A7 Launched in: Jan 2015 Gionee Elife S7 Launched in: Apr 2015 HTC Desire 826 Launched in: Apr 2015 Sony Xperia Z Ultra Launched in: Jul 2013 Samsung Galaxy S5 Launched in: Apr 2014 #1 #2 #3 #4 #5 Top 5 devices basis user views priced between Rs 20,000 – 30,000 in H1 2015
  22. 22. Most popular devices priced above Rs 30k – the usual suspects 18 LG G4 Launched in: Jun 2015 Google Nexus 6 Launched in: Nov 2014 Samsung Galaxy S6 Launched in: Mar 2015 Samsung Galaxy Note 4 Launched in: Oct 2014 Apple iPhone 6 Launched in: Nov 2014 #1 #2 #3 #4 #5 Top 5 devices basis user views priced above Rs 30,000 in H1 2015

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