Market Research Report : Mobile marketing in India 2012


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India houses 811.6 mn mobile subscribers. This huge subscriber base is split in 66:34 between rural and urban users respectively. With growing adoption of mobile devices across the varied levels of consumers, mobile as a medium for marketing and promotion provides the maximum reach in the country. Country where mobile penetration is higher than PC penetration, mobile as a digital media is most promising for marketing and promotion. India with the huge mobile subscriber base ensures better outcome with marketing activities.

The report begins with ‘Introduction’ section covering overview of Mobile Marketing which provides basic idea of the technology and brief details regarding mobile marketing activities.

The ‘Mobile Marketing Overview’ section elaborates global & domestic market state of mobile marketing. It is accompanied by a plethora of qualitative and statistical information regarding the state of mobile marketing in countries. The domestic overview section consists of information regarding market of mobile marketing and mobile advertising amongst others. The section discusses regarding the various mobile marketing elements, mobile marketing ecosystem and framework. The section ends with elaboration on mobile marketing benefits and value chain.

It is followed by ‘Drivers & Challenges’ section elaborating the major furtherance & impediments for mobile marketing in India. Both the ‘drivers’ and ’challenges’ are equally stressed upon to provide clear idea regarding the probable obstacles and rewards in the line of business and help vendors take necessary measures. Demand for mobile contents from consumers is escalating in India. Youth from both urban and rural areas are comfortable with mobile technology, accelerating mobile revolution in the country. With domestic mobile manufacturers offering more smartphones at affordable price, the popularity and usage will further increase in the coming years.

Next the recent developments and prominent trends in the market are illuminated under ‘Market Trends’ section.

The report continues with ‘Market Opportunity’ section where potential verticals for mobile marketing in India are elaborated. In the section, specific verticals have been highlighted with information regarding each of their market state and opportunity areas for mobile marketing. The section also consists of information regarding specific opportunity areas relevant to mobile marketing.

In the ‘Mobile Marketing Player Profiles’ section, the key mobile marketing service providers are profiled. It provides information such as corporate & business highlights covering operational & recent information regarding each company’s contact information, location, key product and service offerings and key contacts. It also provides financial performance for a period of time including revenue and profit,

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Market Research Report : Mobile marketing in India 2012

  1. 1. Mobile Marketing in IndiaMobile Marketing in IndiaJune 2012
  2. 2. Executive Summary  Domestic market of mobile marketing, which is largely dominated by segment1, is valued at  INR x1 bn in 20‐‐ Market  Market size of the segment2 in India was approximately INR x2 bn in 20‐‐ and it is predicted to  grow at a CAGR of x3% grow at a CAGR of x3% Drivers: Challenges:  Rising Mobile Device Adoption and   Affordability of Next Generation  Drivers &  Wireless Subscriber Base Mobile Networks Challenges  Rising Usage of Mobile VAS Applications Rising Usage of Mobile VAS, Applications   Low Smartphone & Tablet Penetration Low Smartphone & Tablet Penetration  and Online Contents in Rural Areas  High Affordability  Introduction and Availability of Next  Generation Cellular Networks  Trend1Market Trends  Trend2  Trend3 Major Players Mobile  2ergo Group Affle Pte Gingersoft Media Marketing Player Profile InMobi Komli Media Vserv Digital Services MOBILE MARKETING IN INDIA 2012.PPT 2
  3. 3. •Introduction•Mobile Marketing Overview M bil M k ti O i•Drivers & Challenges•Market Trends•Market Opportunities•Mobile Marketing Player Profiles•Strategic Recommendations Strategic Recommendations•Appendix MOBILE MARKETING IN INDIA 2012.PPT 3
  4. 4. IntroductionMobile Marketing Overview•Mobile marketing is the act of using mobile devices such as cellular phones & Tablet PCs as a medium to  deliver marketing and promotional messages•With rising competition and growing need for customer acquisition, newer mediums & methods of  marketing and promotion are becoming very crucial•The overall aim is to reach the target consumer with the effectual product promotion in terms of  interests, demographical characteristics & relevant geological location interests, demographical characteristics & relevant geological location•With exponentially growing num3ber of active mobile devices and usage trends of mobile services &  Value Added Services (VAS), India is rapidly becoming one of the most attractive market for mobile  marketers & advertisers Mobile Marketing Activities Activity1 A ti it 1 Activity2 A ti it 2 Activity3 A ti it 3 Activity4 A ti it 4 Activity5 A ti it 5 Activity6 A ti it 6 MOBILE MARKETING IN INDIA 2012.PPT 4
  5. 5. Trend of allocating smaller amount of the overall marketing budget to mobile media by marketers is rapidly changingMarket Overview – India• Domestic market of mobile marketing, which is largely dominated by segment1, is valued at INR x1 bn in 20‐‐ • The trend of using other elements such as branding and promotion also exist but their contribution in overall mobile marketing  spending is negligible spending is negligible• Market size of the segment2 in India was approximately INR x2 bn in 20‐‐ and it is predicted to grow at a CAGR of x3%• Total number of mobile subscribers in India has surpassed that of the Internet users making the cellular medium more  promising for marketing, advertising & promotional activities  Present number of mobile phone subscribers in India is over x4 mn as p  Roughly x5 mn mobile subscribers use mobile internet in India which is the largest in the Asian sub‐continent• Mobile marketing is slowly picking up pace in India with adoption of 3G, increasing penetration of mobile devices as  currently marketers allocate a very negligible part of the marketing budget for mobile campaigns  With increasing awareness regarding the benefits and cost advantages over o, companies are inclining more towards mobile marketing Mobile Marketing – Market Size Mobile Advertising – Market SizeINR bn y5 INR bn Z1% y10 Z2% y4 y9 y3 y8 y2 y y7 y1 y6 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ MOBILE MARKETING IN INDIA 2012.PPT 5
  6. 6. Mobile Marketing Value Chain Marketing Planning & Content Creation Solution1 presentative Element5 Solution2 Solution4 ient) Element6 El t6 (CliBrand Rep Element1 Element2 Solution3 Element3 Element4 Portable Cellular Phone Tablet PC Media Player Target Consumer (Via Devices) Mobile Networks & Wi‐Fi Broadcast MOBILE MARKETING IN INDIA 2012.PPT 6
  7. 7. Drivers & Challenges Drivers Rising Mobile Device Adoption and  g p Wireless Subscriber Base Challenges Rising Usage of Mobile VAS,  Affordability of Next Generation  Applications & Online Contents Mobile Networks High Affordability Low Smartphone & Tablet Penetration  L S h & T bl P i in Rural Areas Introduction and Availability of Next  Generation Cellular Networks Increase in Disposable Income and  Economic Advancement  MOBILE MARKETING IN INDIA 2012.PPT 7
  8. 8. Market Trends • aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa Trend1 • bbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbb • ccccccccccccccccccccccccccccccccccccccccccccccccccccc • aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa Trend2 • bbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbb • ccccccccccccccccccccccccccccccccccccccccccccccccccccc • aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa Trend3 • bbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbb • ccccccccccccccccccccccccccccccccccccccccccccccccccccc • aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa Trend3 • bbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbb • ccccccccccccccccccccccccccccccccccccccccccccccccccccc MOBILE MARKETING IN INDIA 2012.PPT 8
  9. 9. Market Opportunity ‐ Verticals (‐/‐) • Digital media is being embraced by marketers as an efficient tool for promoting goods and services across  the country with higher reach and ability to market product based on location and interest • The major industries where mobile marketing hold immense opportunities are briefed below • Sector1 consists of segmentx1, segmentx2, segmentx3, segmentx4 and segmentx5 • Market size of the sector can be presented in the combined form of INR x1 tr and x2 mn unit consumption per  Sector1 annum as of 20‐‐ • Mobile marketing can be implemented by processx1, benefitx1, usagex1 and applicationx1 • Sector1 consists of segmenty1, segmenty2, segmenty3, segmenty4 and segmenty5 • Market size of the sector can be presented in the combined form of INR y1 tr and y2 mn unit consumption per  Sector2 annum as of 20‐‐ • Mobile marketing can be implemented by processy1, benefity1, usagey1 and applicationy1 Mobile marketing can be implemented by processy1, benefity1, usagey1 and applicationy1 • Sector1 consists of segmentza1, segmentz2, segmentz3, segmentz4 and segmentz5 • Market size of the sector can be presented in the combined form of INR z1 tr and z mn unit consumption per  Sector3 annum as of 20‐‐ • Mobile marketing can be implemented by processz1, benefitz1, usagez1 and applicationz1 • Education sector consists of schooling, higher education (graduation, post‐graduation & PhD programs) and  vocational education (professional and specialized education) Sector4 • It Its market size can be presented in the combined form of INR 2.4 tr and 450 mn students/annum as in 2011 k t i b t d i th bi d f f INR 2 4 t d 450 t d t/ i 2011 • With increased usage of mobile devices amongst academics and aspiring candidates, mobile marketing can be  beneficial for educational products and services MOBILE MARKETING IN INDIA 2012.PPT 9
  10. 10. Public: Domestic Company – Company1 (‐/‐)Company Information Offices and Centres – India  Adress line1Corporate Address Adress line2 City. Country y yTel No. +91‐ ‐‐‐ ‐ ‐‐‐‐‐ City NameFax No. ++91‐ ‐‐‐ ‐ ‐‐‐‐‐Website www.‐‐‐‐‐‐.comYear of Incorporation 19‐‐Ticker Symbol ‐‐‐‐‐‐Stock Exchange Exchange1 Head OfficeProducts and ServicesProducts and ServicesCategory Products/Services Key People Name N Designation D i ti • Mobile AdvertisingServices • Mobile Marketing Mr. X Chief Executive Officer Mr. Y Chief Financial Officer Mr. Z Chief Operating Officer MOBILE MARKETING IN INDIA 2012.PPT 10
  11. 11. Public: Domestic Company – Company1 (‐/‐)Financial Snapshot i i lS h Key Ratios K i Revenue Total Income Net Profit/Loss Profit y‐o‐y change  Particulars  2011 2010 2009 2008 INR mn INR mn (2011‐10) 150 c4 8 Profitability Ratios Operating Margin 2.23 0.74% ‐1.49% ‐9.59% ‐10.70% c2 c3 6 100 Net Margin ‐34.74 ‐35.26% ‐0.51% 1.00% ‐37.12% c1 4 Profit Before Tax Margin ‐53.05 ‐53.57% ‐0.51% ‐25.32% ‐12.44% 50 Return on Equity ‐10.93 ‐11.06% ‐0.14% 0.21% ‐5.79% 2 Return on Capital Employed 0.18 0.06% ‐0.12% ‐0.55% ‐0.48% 0 0 Return on Working Capital 78.72 77.98% ‐0.74% 0.18% ‐3.99% 20-- 20-- 20-- 20-- Return on Assets ‐2.26 ‐2.29% ‐0.04% 0.05% ‐1.56% Return on Fixed AssetsFinancial Summary  ‐2.88 ‐2.94% ‐0.06% 0.09% ‐2.98% Cost Ratios• The company incurred a net profit of INR a1 mn in FY 20‐‐, as  Operating costs (% of Sales) ‐2.95 99.22% 102.16% 112.14% 113.76% compared to net profit of INR a2 mn in FY 20‐‐ Administration costs (% of  1.04 18.03% 17.00% 15.75% 18.00% Sales)• The company reported total income of  INR a3 mn in FY 20‐‐,  Interest costs (% of Sales) ( ) 20.57 63.33% 42.77% 45.59% 29.69% registering an increase of a4 per cent over FY 20‐‐ registering an increase of a4 per cent over FY 20 Liquidity Ratios• The company earned an operating margin of a5 per cent in FY 20‐‐,  Current Ratio ‐54.82% 0.82 1.81 4.42 7.13 an decrease of a6 percentage points over FY 20‐‐ Cash Ratio ‐96.41% 0.19 5.34 2.99 5.66• The company reported debt to equity ratio of a7 in FY 20‐‐, an  Leverage Ratios increase of a8 per cent over FY 20‐‐ Debt to Equity Ratio 45.86% 3.82 2.62 2.92 2.72 Debt to Capital Ratio D bt t C it l R ti 6.85% 6 85% 0.75 0 75 0.70 0 70 0.72 0 72 0.71 0 71Key Financial Performance Indicators Interest Coverage Ratio 124.52% 0.01 ‐0.05 ‐0.27 ‐0.46 Indicators Value (‐‐/‐‐/20‐‐) Efficiency RatiosMarket Capitalization (INR mn) 10,985 Fixed Asset Turnover ‐9.25% 0.08 0.09 0.07 0.06 Asset Turnover 18.69% 0.06 0.05 0.04 0.03Total Enterprise Value (INR mn) 87,544 Current Asset Turnover 5.19% 0.47 0.45 0.11 0.07EPS (INR)EPS (INR) 48.39 Working Capital Turnover ‐308.15% ‐2.08 1.00 0.14 0.08PE Ratio (Absolute) 66.9 Capital Employed Turnover 58.09% 0.29 0.19 0.16 0.12 Improved Decline MOBILE MARKETING IN INDIA 2012.PPT 11
  12. 12. Public: Domestic Company – Company1 (‐/‐)Key Business Segments Key Geographic Segments Product1 Product2 Product3 India Outside India100% 100%50% 50% 0% 0% 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐Key InformationDescription  Details • aaaaaaaaaaOverview • bbbbbbbbb • ccccccccccc • It provides advertising, merchant, and publisher programs to mobile phone users and advertisersExtended Product  • The company also operates wireless community myGamma, an advertising network that serves ads on Portfolio mobile publisher sites in the Americas, Europe, Asia, Africa, and the Middle East MOBILE MARKETING IN INDIA 2012.PPT 12
  13. 13. Private: Domestic Company – Company1 (‐/‐)Company Information Offices and Centres – India  Adress line1Corporate Address Adress line2 City. Country y yTel No. +91‐ ‐‐‐ ‐ ‐‐‐‐‐ City NameFax No. ++91‐ ‐‐‐ ‐ ‐‐‐‐‐Website www.‐‐‐‐‐‐.comYear of Incorporation 19‐‐Ticker Symbol ‐‐‐‐‐‐Stock Exchange Exchange1 Head OfficeProducts and ServicesProducts and ServicesCategory Products/Services Key People Name N Designation D i ti • Mobile AdvertisingServices • Mobile Marketing Chief Executive Officer and Chief  Mr. X Operations Officer Mr. Y President of Sales and Marketing MOBILE MARKETING IN INDIA 2012.PPT 13
  14. 14. Private: Domestic Company – Company2 (‐/‐)Financial Snapshot i i lS h Key Ratios K i y‐o‐y change  Particulars  2011 2010 2009 2008 Revenue (2010‐09) Revenue Profit / Loss Profit Profitability Ratios INR mn INR mn  Operating Margin ‐5.75 59.76% 65.51% 75.51% 84.64% z2 z4 Net Margin ‐0.65 20.94% 21.58% 35.03% 43.42% z3 Profit Before Tax Margin 4.60 27.02% 22.41% 37.00% 46.07% Return on Equity ‐0.44 16.63% 17.07% 44.01% 30.53% Return on Capital Employed ‐3.04 57.06% 60.09% 121.39% 108.12% z1 Return on Working Capital ‐12.19 22.76% 34.95% 62.37% 51.28% Return on Assets ‐0.41 16.59% 16.99% 43.60% 30.45% Return on Fixed Assets 14.16 93.08% 78.92% 166.10% 98.92% Cost Ratios 20‐‐ 20‐‐ 20‐‐ 20‐‐ Operating costs (% of Sales) 5.58 36.86% 31.28% 22.96% 11.18% Administration costs (% of  ‐3.68 14.87% 18.56% 18.79% 21.10%Financial Summary  Sales) Interest costs (% of Sales) Interest costs (% of Sales) ‐0.01 ‐0 01 0.04% 0 04% 0.05% 0 05% 0.00% 0 00% 0.18% 0 18%• The company incurred a net profit of INR x1 mn in FY 20‐‐ Liquidity Ratios Current Ratio 19.05% 5.28 4.44 4.10 2.32 , as compared to net profit of INR x2 mn in FY 20‐‐ Cash Ratio ‐19.59% 2.29 2.85 1.75 1.04• The company reported total income of  INR x3 mn in FY  Leverage Ratios , g g p 20‐‐, registering an increase of x4 per cent over FY 20‐‐ Debt to Equity Ratio N.A. N.A. N.A. N.A. N.A. Debt to Capital Ratio N.A. N.A. N.A. N.A. N.A.• The company earned an operating margin of x5 per cent  Interest Coverage Ratio 25.57% 1791.20 1426.42 #DIV/0! 488.03 in FY 20‐‐, a decrease of x6 percentage points over FY 20‐‐ Efficiency Ratios Fixed Asset Turnover 20.70% 4.21 3.49 4.65 2.17 Asset Turnover ‐0.12% 0.75 0.75 1.22 0.67 Current Asset Turnover Current Asset Turnover ‐30.24% 30.24% 0.83 1.20 1.32 0.64 Working Capital Turnover ‐33.35% 1.03 1.54 1.75 1.13 Capital Employed Turnover ‐0.31% 0.75 0.75 1.23 0.67 Improved Decline MOBILE MARKETING IN INDIA 2012.PPT 14
  15. 15. Private: Domestic Company – Company2 (‐/‐)Key InformationDescription  Details • aaaaaaaaaaOverview • bbbbbbbbb • ccccccccccc • The company offers advertising formats and targeting capabilities for mobile Web,  applications and games, videos, and 3G video voice portals, as well as media mobile  applications and games videos and 3G video voice portals as well as media mobileExtended Product  campaignsPortfolio • Its application analytics provides real‐time accurate data to developers about how  consumers are using their mobile applications MOBILE MARKETING IN INDIA 2012.PPT 15
  16. 16. Strategic Recommendations (‐/‐) • aaaaaaaaaaaaa • bbbbbbbbbbbbbbbbbbbbbbbbbbbbb Recommendation1 X Recommendation2 X• aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa • aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa• bbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbb • bbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbb• ccccccccccccccccccccccccccccccccccccccccccccccccccccc • ccccccccccccccccccccccccccccccccccccccccccccccccccccc Recommendation3 • aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa • bbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbb • ccccccccccccccccccccccccccccccccccccccccccccccccccccc MOBILE MARKETING IN INDIA 2012.PPT 16
  17. 17. Thank you for the attentionThe Mobile Marketing – India 2012 report is a part of Netscribes’ Telecom & Consumer Electronics Series.For more detailed information or customized research requirements please contact:Phone: +91 33 4064 6214E‐Mail: sales@netscribes.comFollow us on:About NetscribesNetscribes is a knowledge‐consulting and solutions firm with clientele across the globe. The company’s expertise spans areas of investment & business research, business & corporate intelligence, content‐management services, and knowledge‐software services. At its core lies a true value proposition that draws upon a vast knowledge base. Netscribes is a one‐stop shop designed to fulfil clients’ profitability and growth objectives.Disclaimer: This report is published for general information only. Although high standards have been used in the preparation of this report,Netscribes is not responsible for any loss or damage arising from use of this document. This document is the sole property of Netscribes. and Netscribes is not responsible for any loss or damage arising from use of this document This document is the sole property of Netscribes andprior permission is required for guidelines on reproduction. MOBILE MARKETING IN INDIA 2012.PPT 17