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Backdrop Problem Definition Primary Survey
Key Consumer Insights
The BIG Idea Strategies
Agenda
Market Roundup
WHAT?
3G Subscriptions in India
Source: Avendus Report 2013, Statista 2014
4634
6831
8780
10961
13259
15627
2010 2011 2012 2013 2014 2015
Mobile Data Revenue in
India (in mn $)
87%
146%
59%
Overall 3G 2G
Mobile Data Growth in India
Market Size
Market Roundup
WHAT? WHERE?
Mobile Data Mapping
• Mobile Data is increasingly being driven by Tier 2 & Tier 3 cities.
• High scope for mobile internet penetration in regions of Punjab,
Kerala, Haryana and UP (Circle B).
Circle Tiers
Population (in mn)
Contribution to mobile data
2G Data Growth
3G data Growth
Metros 11 21 % 24 % 81 %Category
A 35 36 % 46 % 70 %Category
B 40 36 % 55 % 87 %Category
C 14 7 % 107 % 70 %
Source: Komli Media Report
Market Roundup
WHAT?
WHO?
WHERE?
Demographics
20%
8%
6%
4%
SEC A
SEC B
SEC C
SEC D+E
• 75% of daily mobile internet users
fall in the age group of 15-34 years
• Potential for penetration of mobile
internet is high in Sec B and Sec C
Gender wise usageAge wise usage
SEC wise usage
Source: Avendus Report 2013,Nielsen Mobile Informate 2013
Market Roundup
WHAT?
HOW?
WHERE?
WHO?
Internet Access Pattern
Mobile only users - >50%
30% of new registrations are coming through mobile
70% of data users and 50% of traffic still comes from feature
phones
78%
10%
5%7%
Home
Mobile
Cyber café
Others
Gen Y Usage
Source: Avendus Report 2013
27%
60%
7%6%
Gen X Usage
Home
Mobile
Cyber café
Others
Market Roundup
WHAT? WHERE?
WHO?
HOW?
WHY?
Reason for Increased Internet Usage
Snowballing effect of low priced smartphones and low price
differentiation between 2G and 3G will continue to drive higher
mobile internet consumption
Backdrop Problem Definition Primary Survey
Key Consumer Insights
The BIG Idea Strategies
Agenda
Problem Definition
Increasing the number of customers accessing mobile data
Increasing data consumption per user
Backdrop Problem Definition Primary Survey
Key Consumer Insights
The BIG Idea Strategies
Agenda
Primary Research
Objectives
To determine the usage of mobile internet
by :
• Females
• Males above 40 yrs of age
Primary research using questionnaire and
interviews
• Sample size – 30
• Stratified sampling
Methodology
Sampling
Research Findings
43%
57%
Users Non users
Users of Internet Usage of Internet
82%
59%
29%
47%
12%
Social networking and…
Search/ information/ news
Videos and songs
Online shopping
Willingness to learn more about usage
76%
24%
Yes
No
•Most people use mobile internet for accessing social networking• People are willing to learn
about various uses of internet
Research Findings
31%
69%
46%
62%
15%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Cost Barrier
Unawareness about uses
Lack of knowledge
Use other platforms
Others
Barriers to usage
People are unaware about the various uses of internet and use alternate mediums
Research Findings
Who uses Internet at your home?
Mobile internet usage remains to be male driven
15%
15%
23%
69%
62%
0% 20% 40% 60% 80%
Nobody
Mother
Father
Kids
Husband
Backdrop Problem Definition Primary Survey
Key Consumer Insights
The BIG Idea Strategies
Agenda
Vox Pop
Key Consumer Insights
Females above 35 years of age are not using mobile internet.
Males above the age of 40 yrs want to use internet, but don’t know how to
use it and find it inconvenient
Key Consumer Insights
People are unaware about the various uses of internet
Key Consumer Insights
Other platforms like PCs, laptops
used for accessing internet
SEGMENTATION
TARGETING
POSITIONING
• Demographic – Age above 35 years
• Income – SEC A and SEC B
• Geographic – Tier 2 and tier 3 cities
• Behavioral – Non-users and regular users
• Females – Housewives and working women
• Males above the age of 40 years
• As a provider aiming for digital inclusion
• Making people’s lives easier and better
Suggested STP
Target Group
TG : 1 TG : 2
WomenPeople Above 40
years of age
FCB Grid
3Habit
FormationThe Doer
4Self
Satisfaction The Reactor
Thinking FeelingH
igh
in
volv
em
en
tLo
w
invo
lve
me
nt
FCB Grid
1InformativeThe Thinker
Women
2AffectiveThe Feeler
Elderly people
Backdrop Problem Definition Primary Survey
Key Consumer Insights
The BIG Idea Strategies
Agenda
The BIG Idea…!
Airtel internet empowers you to become ‘self-dependent’.
Airtel banae aapko aatm nirbhar
Competence
Backdrop Problem Definition Primary Survey
Key Consumer Insights
The BIG Idea Strategies
Agenda
Communication Strategy
Airtel Life
Airtel Friendship
Life Size Phone
Airtel Family
Minimum Starting Pack Rs.250
Communication Strategy
Airtel Friendship
Life Size Phone
Airtel Family
Airtel Life
• Targeted
communication towards
functionalities.
• Co- branding tie ups
with apps and services
like Youtube, Facebook,
Skype
• Act as the bridge
between the user and
the applications
Communication Strategy
Life Size Phone
Airtel Family
Airtel Life
Airtel Friendship
Communication Strategy
Life Size Phone
Learning
Airtel Friendship
Airtel Life
Airtel Family
Sizing the Market
SEGMENT SIZE MARKET TYPE SEC A SEC B POTENTIAL
Urban Rural 9.14% 15.90%
Housewives 203.5 61.1 142.5 5.6 9.7 15.4
Working Women 81.9 24.6 57.4 2.2 3.9 6.2
Male Age 40+ 133.4 40.0 93.4 3.7 6.3 10
Total untapped market in the segment is 28.2Mn
All Figures in MillionsConsidering penetration % in housewives - 2%, Working Women – 20%, Males above 40 – 20%
Seizing the Market with New Segment
Increment in ARPU – Rs 5.1 / yr
Segment size 28.2 mnApportioning segment size over 3 years 9.4 mn
Assuming market share - 25% 2.35 mnConsidering a 60-40 divide into 3G and 2G segment
3G base (2014) 2G base (2014)Number of subscribers 1.41 mn 0.94 mnData usage per user per month(2014) 434 mbs 115 mbsExpected additional MBs on the network 611.9 mn 108.1 mn 720 mnRealisation per MB @ Rs. 0.3 per MB Rs 183.5 mn Rs. 32.4 mn
Rs. 216 mn
Total Airtel Subscribers 42.35 mn
Brand Prism
Re
lati
on
ship C
ultu
re
Empowered and take charge
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