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Mobile phone landscape - India H1 2016
The summary is: 1) The number of phone launches in India reduced for the first time in three years in H1 2016, with the mid-range (Rs. 10k-20k) segment getting the most interest from users. 2) Xiaomi and Lenovo were the most popular brands, with the Redmi Note 3 and Lenovo K4 Note being the most popular devices. 3) Chinese brands doubled their share of the Indian mobile phone market in H1 2016 compared to H1 2015, mostly at the expense of other international brands.
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Mobile phone landscape - India H1 2016
- 1. Mobile phone landscape: IndiaH1 2016 Launch and search trends The #1 Gadget Research Website in India Nitansh Rastogi, Correspondent
- 2. Is the industryreaching saturation point? BIG TRENDS
- 3. 3 The number ofphone launches reduced for the first time in three years Number of phone launches 492 648 857 606 0 200 400 600 800 1000 H1 2013 H1 2014 H1 2015 H1 2016
- 4. 4 The number ofbrands competing in the market increased, but only marginally 67 73 127 132 0 20 40 60 80 100 120 140 H1 2013 H1 2014 H1 2015 H1 2016 Number of brands operating in the market
- 5. 5 The mid-range segment(Rs 10k-20k) got the most eyeballs Below Rs 5k 11% Rs 5k-10k 31% Rs 10k-20k 42% Rs 20k-30k 8% Above Rs 30k 7% Most popular price segments as per user views in H1 2016
- 6. 6 Phone launches declinedin all price ranges except the above Rs 30k segment 605 169 51 17 15 425 102 50 12 17 0 100 200 300 400 500 600 700 Below Rs 5k Rs 5k-10k Rs 10k-20k Rs 20k-30k Above Rs 30k H1 2015 H1 2016 Number of phone launches across price segments
- 7. 7 The entry-level (underRs 5k) and mid-range (Rs 10-20k) segments saw the most increase in user interest 4% 11% 46% 31% 33% 42% 12% 8% 5% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% H1 2015 H1 2016 Popularity of price segments as per user views (H1 2015 vs H1 2016) Above Rs 30k Rs 20k-30k Rs 10k-20k Rs 5k-10k Below Rs 5k 67% 275% 127% 66% 140%
- 8. 8 The entry-level segment(under Rs 5k) has grown the fastest First time buyers driving demand? Below Rs 5k 11% Above Rs 5k 89% Below Rs 5k 4% Above Rs 5k 96% User views by price point (H1 2015) User views by price point (H1 2016)
- 9. 9 Popularity Rank in 2016 BrandChange in the brand’s rank from H1 2015 1 Samsung 0 2 Lenovo 2 3 Xiaomi 2 4 Micromax 2 5 HTC 2 6 ASUS 1 7 LeEco * New entrant 8 Intex 0 9 Coolpad New entrant 10 Gionee 1 Top 10 most popular phone brands in H1 2016 signs of shake-up in the traditional pecking order Brand Rank in H1 2015 Sony 6 Nokia 8 Lava 10 Brands that exited from the top 10 list *LeEco is the only brand to make it to the top 10, in its debut year
- 10. 10 Share of voiceof popular brands in H1’16 vs H1’15 most brands except the top 3 are facing the heat Top brands in terms of user views in H1 2015 vs H1 2016 13.9% 7.3% 5.4% 9.5% 8.1% 4.8% 3.9% 4.0% 17.9% 11.6% 11.2% 7.7% 4.5% 3.3% 3.3% 3.1% 3.0% 2.6% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Samsung Lenovo Xiaomi Micromax HTC ASUS LeEco Intex Coolpad Gionee H1 2015 H1 2016
- 11. 11 In the midstof increasing competition, the top 3 brands are pulling away from the pack Top 3 32% Rest 68% Share of user views for top 3 brands vs others (H1 2015) Top 3 41% Rest 59% Share of user views for top 3 brands vs others (H1 2016)
- 12. 12 Fragmentation in themarket reduces with increase in price point, as fewer brands are able to compete Split of user searches across price points (H1 2016) 45% 59% 55% 67% 81% 55% 41% 45% 33% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Below Rs 5k Rs 5k-10k Rs 10k-20k Rs 20k-30k Above Rs 30k Share of top 5 brands in the segment Share of other brands
- 13. 13 Top 5 gainers:brands that grew most in popularity vs. last year OPPO is the fastest growing brand 387% 217% 119% 73% 40% 0% 50% 100% 150% 200% 250% 300% 350% 400% 450% OPPO vivo Xiaomi Motorola OnePlus Note: Brands like LeEco and Coolpad were not present in the market in H1 2015, and hence weren’t part of this analysis % growth in user views in H1 2016 over H1 2015
- 14. 14 Top 5 brandsthat declined in popularity Yesteryear’s popular brands are dying a slow death, while Micromax’s YU has been unable to repeat its success this year -87% -60% -59% -53% -49% -100% -90% -80% -70% -60% -50% -40% -30% -20% -10% 0% Nokia Blackberry Microsoft YU Karbonn % fall in user views in H1 2016 over H1 2015
- 15. 15 The Chinese offensive:popularity share of Chinese-origin brands doubled at the expense of others Share of user views by brand origin (H1 2015) Indian brands 20% Chinese brands 44% Other International brands 36% Share of user views by brand origin (H1 2016) 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 Indian brands 28% Chinese brands 22% Other International brands 50%
- 16. 16 Top 10 Chinesebrands: Lenovo and Xiaomi dominate… for now Popularity Rank among Chinese brands Brand % share of user views among all Chinese brands 1 Lenovo 27.6% 2 Xiaomi 26.6% 3 LeEco 7.9% 4 Coolpad 7.0% 5 Gionee 7.0% 6 OPPO 5.5% 7 Vivo 3.7% 8 OnePlus 2.7% 9 Honor 1.6% 10 Meizu 1.2%
- 17. 17 Change in distributionmodels: most online-only brands are moving offline S. No. Brand Distribution model in H1 2015 Distribution model in H1 2016 1 Xiaomi Online-only Started moving offline 2 ASUS Online-only Started moving offline 3 Motorola Online-only Started moving offline 4 YU Online-only Started moving offline 5 OnePlus Online-only Online-only Top 5 online-only brands in H1 2015 and their distribution strategy OnePlus is the only major brand holding firm to its online-only model
- 18. 18 Change in distributionmodels: traditional brands are joining the online-only bandwagon S. No. Brand Distribution model in H1 2015 Distribution model in H1 2016 1 Samsung Offline + Online Traditional model, plus a few online-only launches 2 Lenovo Offline + Online Traditional model, plus a few online-only launches 3 Micromax Offline + Online Traditional model, plus a few online-only launches 4 HTC Offline + Online Offline + Online 5 Intex Offline + Online Offline + Online
- 19. 19 The chart toppers– the top three most popular phones in H1 2016 Xiaomi Redmi Note 3 Price: Rs 11,999 Launched in: Mar 2016 Lenovo K4 Note Price: Rs 11,999 Launched in: Jan 2016 #1 On the basis of popularity on 91mobiles.com Samsung Galaxy J7 Price: Rs 14,999 Launched in: Jul 2015 #2 #3
- 20. What the brandswere up to in H1 2016 > BRAND EQUITY
- 21. 21 Top brands bynumber of phone launches in the sub-Rs 5k segment (in H1 2016) Phone launches by brands in the entry-level segment (below Rs 5k): Indian brands lead the charge 31 22 21 20 18 15 14 14 10 8 Intex Videocon Lava Micromax Zen mobiles Karbonn Sansui iBall Adcom Jivi Indian brands International brands
- 22. 22 Top brands bynumber of phone launches between Rs 5,000 and 10,000 (in H1 2016) Phone launches by brands in the budget (Rs 5k-10k) segment: International brands are making their presence felt 11 10 8 5 4 4 4 3 3 3 Intex Lava Micromax Panasonic iBall Videocon InFocus Karbonn Gionee ASUS Indian brands International brands
- 23. 23 Top brands bynumber of phone launches above Rs 10,000 (in H1 2016) Phone launches by brands above Rs 10,000: international brands dominate 8 6 6 6 4 4 4 3 3 3 Samsung HTC Lenovo Motorola Gionee LG LeEco OPPO vivo Zopo Indian brands International brands
- 24. 24 Shift in strategy:Top-tier brands are focusing their might on fewer device launches 0 1 2 2 4 1 5 7 2 6 0 2 4 6 8 Below Rs 5k Rs 5k-10k Rs 10k-20k Rs 20k-30k Above Rs 30k 0 1 6 0 0 0 6 2 0 0 0 2 4 6 8 20 8 2 0 0 27 9 4 0 0 0 10 20 30 H1 2015 H1 2016 Lenovo Micromax No of phones launched by key brands in H1 2015 and H1 2016 Samsung
- 25. 25 Most popular brandsin the entry-level segment (below Rs 5k) Micromax 15% Intex 10% Karbonn 7% Lava 6% Samsung 6% Others 55% Top brands in the below Rs 5k segment (in terms of % of user searches)
- 26. 26 Most popular brandsin the budget segment (Rs 5k-10k) Samsung 20% Micromax 14% Xiaomi 9% Coolpad 9% Lenovo 7% Others 41% Top brands in the Rs 5k-10k segment (in terms of % of user searches)
- 27. 27 Most popular brandsin the mid-range segment (Rs 10k- 20k) Lenovo 21% Xiaomi 19% Samsung 14%LeEco 6% ASUS 5% Others 45% Top brands in the Rs 10k-20k segment (in terms of % of user searches)
- 28. 28 Most popular brandsin the premium segment (Rs 20k-30k) Samsung 34% HTC 16% OnePlus 11% Sony 10% OPPO 6% Others 33% Top brands in the Rs 20k-30k segment (in terms of % of user searches)
- 29. 29 Most popular brandsin the super-premium segment (above Rs 30k): Samsung and Apple dominate Samsung 34% Apple 18% LeEco 10% HTC 10% Sony 10% Others 19% Top brands above Rs 30k (in terms of % of user searches)
- 30. Find out whichdevices ruled the roost > DEVICE POPULARITY CHARTS
- 31. 31 Top 10 devicesin H1 2015: budget and mid-range smartphones got the most eyeballs Rank Mobile name Price band Percentage share among top 10 devices Launched in 1 Xiaomi Redmi Note 3 10-20k 28% Mar 2016 2 Lenovo K4 Note 10k-20k 15% Jan 2016 3 Samsung Galaxy J7 10k-20k 12% July 2015 4 LeEco Le 1s 10k-20k 9% Feb 2016 5 Xiaomi Redmi Note 3 16GB 5k-10k 7% Mar 2016 6 Samsung Galaxy On7 5k-10k 7% Nov 2015 7 Samsung Galaxy J5 5k-10k 6% July 2015 8 Lenovo K3 Note 10k-20k 6% June 2015 9 Coolpad Note 3 10k-20k 5% Oct 2015 10 Coolpad Note 3 lite 5k-10k 5% Jan 2016 Top 10 devices in H1 2016 in terms of user views The Redmi Note 3 got more searches than the next two devices combined
- 32. 32 Most popular devicesin the Rs 5-10k segment: Xiaomi leads, but Coolpad is making a mark as well Xiaomi Redmi Note 3 16GB Launched in: Mar 2016 Samsung Galaxy On7 Launched in: Nov 2015 Coolpad Note 3 Launched in: Oct 2015 Coolpad Note 3 Lite Launched in: Jan 2016 Samsung Galaxy J2 Launched in: Sept 2015 Top 5 most popular devices in the Rs 5,000 – 10,000 segment in H1 2016 #1 #2 #3 #4 #5
- 33. 33 Most popular devicesin the Rs 10-20k segment: Xiaomi, Lenovo & Samsung dominate Samsung Galaxy J5 Launched in: Jul 2016 LeEco Le 1s Launched in: Jan 2016 Samsung Galaxy J7 Launched in: Jul 2015 Lenovo K4 Note Launched in: Jan 2016 Xiaomi Redmi Note 3 32GB Launched in: Jan 2016 #4 #3 #2 #1 #5 Top 5 most popular devices in the Rs 10,000 – 20,000 segment in H1 2016
- 34. 34 #1 #2 #3 #4 #5 Most popular devicesin the Rs 20-30k segment: Samsung dominates Samsung Galaxy A5 (2016) Launched in: Feb 2016 Samsung Galaxy A8 Launched in: Aug 2015 Samsung Galaxy A7 (2016) Launched in: Feb 2016 HTC Desire 826 Launched in: Apr 2015 OnePlus 2 Launched in: Aug 2015 Top 5 most popular devices in the Rs 20,000 – 30,000 segment in H1 2016
- 35. 35 #4 #3 #2 #1 #5 Most populardevices priced above Rs 30k: Samsung & Apple dominate; LeEco makes a mark in its debut year Apple iPhone 6 Launched in: Oct 2014 LG G5 Launched in: Jun 2016 Apple iPhone 6S Launched in: Oct 2015 LeEco Le Max Launched in: Feb 2016 Samsung Galaxy S7 Launched in: Mar 2016 Top 5 most popular devices above Rs. 30,000 in H1 2016