Mobile Phone market survey

8/13/2019 Mobile Phone market survey

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Mobile phone landscape: India 2013Launch and search trends

The #1 Gadget Research Website in India

Nitansh Rastogi, Correspondent


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91mobiles is a leading research andcomparison website for mobile phones in

India

The 91mobiles catalogue contains over

15,000 devices launched since the

websites inception in 2010; includespractically every mobile phone launched in

India over the last 2-3 years

Over 25 million people visited 91mobiles

in 2013 and browsed over 125 million

pages to research mobile phones & tablets

This report provides insights pertaining to mobile phone launches in 2013, theirspecifications, search trends seen on 91mobiles, and an outlook for 2014

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About 91mobiles and this report


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Mobile phone launch trends in 2013

A year that saw a high growth in phone launches, the growing role of Indian brands, andan upward shift in the value chain by users and vendors alike

Specifications we saw in 2013 in mobile phones

Devices evolved in (almost) all aspects, but some trends stood out. Indian brands

managed to catch-up with international brands in hardware specs, barring a few high-end

features

User choices revealed!

The most popular devices and brands based on user searches on 91mobiles.com

The tablet landscape in 2013

Thriving market, but only in some segments

Looking ahead to 2014

A sneak peek at the brands, trends, and technologies to look forward to in 2014

Methodology and disclaimers

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1

2

3

4

5

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Report Outline


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A few surprising,and some not-so surprising findings >

PHONELAUNCHES


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957Total phonelaunches in

2013

68 brands in India

48 Indian brands | 20 International brands

85%growth

515Total phonelaunches in

2012

5

Phone launches nearly doubled in 2013 ascompared to 2012


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Relative share of mobile phones launched by Indian & international brands in 2012 and 2013

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2012 2013

Indian brands International brands

60%

40%

68%

32%

6

Indian brands account for almost 70% of mobiledevices launched in 2013


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60%

40%

68%

32%

7

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2012 2013

Below Rs 2k Rs 2k-5k Rs 5k-15k Rs 15k-25k Above Rs 25k

Basic phones(below Rs 2k)

Feature phones(Rs 2k-5k)

Affordable phones(Rs 5k-15k)

Mid-range phones (15k-25k)

High-end phones (> Rs 25k)

Mobile phone launches by price segment in 2012 vs 2013

40%

29%

21%

5%5%

29%

22%

38%

6%5%

Affordable segment (Rs 5k-15k) saw the mostaction in 2013 in terms of phone launches


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60%

40%

68%

32%

8

17

212

146

207

1

49

90

151

0 50 100 150 200 250

Rs 15k-25k

Rs 5k-15k

Rs 2k-5k

Below Rs 2k

2012 2013

37% growth

62% growth

333% growth

1600% growth

Price-wise distribution of phone launches by Indian brands in 2012 vs 2013

Note: Data represented for 582 launches in 2013 and 291 launches in 2012 by Indian brands, for which pricing details are avai lable

Indian brands are shifting towards higher pricesegments in 2013


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60%

40%

68%

32%

9

15%

46%

19% 19%

36%39%

25%23%

0%

25%

33%

42%

69%

25%

6%

0%0%

10%

20%

30%

40%

50%

60%

70%

80%

< Rs 5k Rs 5k-15k Rs 15k-25k Above Rs 25k

Samsung Nokia Sony Micromax

Price-wise distribution of phone launches by key brands in 2013

Samsung - Present across segments, but large # of launchesin the popular Rs 5k-15k segment.

Nokia - Distributed across segments. Sony- All eggs in the premium basket. Micromax - Dominates the low-end, but moving upwards fast.

How key brands distribute their launches acrossprice categories differing focus areas


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Indian brands domination in total phone launches driven by large number of under Rs 2k devices, aswell as due to the fact that Android is a great leveller in the affordable smartphone segment

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Top 10 brands with highest number of launches in 2013

65 6563

5957

54

3634 33 33

INTEX KARBONN LAVA +XOLO

MICROMAX CELKON MAXX VIDEOCON LEMONMOBILES

SAMSUNG SPICE

Indian brands dominate in number of phone launches

- Samsung is the only international brand to find a spot in the top 10


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12

11

7

6 6 6

5

3 3 3

SAMSUNG HTC SONY LG NOKIA LENOVO APPLE BLACKBERRY GIONEE HUAWEI

Top 10 brands with highest number of launches above Rs 15,000 (In 2013)

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International brands are kings of the Rs 15,000+price band; no Indian brand in the top 10


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65

57

54

19

63

27

23

18

6

8

0 10 20 30 40 50 60 70

INTEX

CELKON

MAXX

LENOVO

LAVA + XOLO

2012 2013

Launches by brands in year 2012 vs 2013

Lava seems to be doing well with its dual brand strategy, with the mid-range segment under the XOLObrand, and feature phones under the Lava brand

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Note: Graph features brands with highest % growth in launches from 2012 to 2013, among brands with at least 5 launches in 2012

Lava: 38, XOLO: 25

Lava: 6, XOLO: 2

Brands with the maximum growth in launches inthe year 2013: Lava is the biggest gainer


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24

9

1618

11

1

12

16

0

5

10

15

20

25

30

WYNCOMM AKAI SONY HTC

2012 2013

Launches by brands in year 2012 vs 2013

While fall in number of launches may be an indicator of competitive pressures, fewer launches from Sony maybe due to a conscious change in the companys strategy after breaking its partnership with Ericsson in 2012.

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Brands with fewer number of launches in 2013 ascompared to 2012


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Specs we saw in mobile phones in 2013 >

SPEC-TALK


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5

53

0

10

20

30

40

50

60

NUMBER OF DEVICES

2012 2013

0

5

24

9

9

6

0 5 10 15 20 25 30

ABOVE RS 25K

RS 15K-25K

BELOW RS 15K

International brands Indian brands

Phablet launches in 2012 vs 2013 Phablet launches by price segment, in 2013

>10xincrease

Interestingly, while Samsung kickstarted the large screen trend, Indian brands have taken them to themasses with a wider and more affordable range on offer

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Age of giants 10x growth in phablet launches(We define Phablets as devices with screen sizes more than 5-inches and lower than 7-inches)


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Chinese companyMediaTeks

affordable quad-coreprocessor is leveling theplaying field and allowing

Indian brands to offerbudget quad-core

devices

Quad-core phone launches in 2012 vs 2013

Quad-core devices launched

7 in 2012 | 129 in 2013

16

69

60

7

0

0 20 40 60 80

INTERNATIONAL BRANDS

INDIAN BRANDS

2012 2013

Phones became more powerful thanks toquad-core processors


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43

166

158

5

43

61

0 20 40 60 80 100 120 140 160 180

13MP AND ABOVE

8-13MP

5-8MP

2012 2013

# of phone launches by camera resolution in 2012 vs 2013

> 4xgrowth

> 8xgrowth

Indian brands kept pace with International brands in the camera resolution department

> 2.5xgrowth

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Smartphone meets camera - the megapixel warscontinued and 8-13MP cameras became the norm


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298

438

64

96

0

100

200

300

400

500

600

2012 2013


362

Dual-SIM devices in 2012 vs 2013

534

In 2012, 70% of devices launched were dual-SIM, vs. 55% in 2013

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Dual-SIM phenomenon growing, but at a slowerpace; Indian brands continue to dominate


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39%

59%

61% 41%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2012 2013


3G-enabled devices launched in 2012 and 2013

In 2013, 40% of all the devices launched were 3G capable, up from 30% in the year 2012

Cheapest 3G devicein 2013

Micromax A30 Smarty3.0

(Rs 3,999)

Cheapest 3G devicein 2012

Celkon A95(Rs 5,999)

155 385

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3G adoption on the rise: 3G device launchesincrease by 2.5x, lead by Indian brands


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36%

64%

33%

67%

Total - 39

39 smartphones with full HD resolution in 2013 vsonly one (HTC Butterfly) in 2012

24 smartphones with ultra-thin casings (8mm orless) in 2013, as against just four in 2012

Full HD devices launched in 2013 Thin devices launched in 2013

Total - 24

20

International

brands

Indian

brands

Internationalbrands

Indian

brands

International brands score high on innovation andpremium features: full HD displays & svelte design


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59%

39%

Mobile phone launches in 2013 segregated by OS

Others includes basic phones and feature phones (proprietary OS, Nokia Asha OS, Java platform, etc.)

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Android

Others

WindowsPhone

BlackBerryOS

iOS

Android still on warpath, being the only smartphone OS in

use by Indian brands

S il


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THINNEST SMARTPHONE6.18mm

Huawei Ascend P6

LARGEST DISPLAY6.44-inches

Sony Xperia Z Ultra

RAM 3GBSamsung Galaxy

Note 3

CAMERA41-megapixels

Nokia Lumia 1020

LARGEST BATTERY4,050mAh battery

Huawei Ascend Mate

PROCESSOR64-bit computingApple iPhone 5S

PROCESSOROcta-core ExynosSamsung Galaxy

S4 andNote 3

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Spec milestones:Devices that set new benchmarks


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MOTION SENSING

M7 co-processor Apple iPhone 5S

MULTIMEDIABoom Sound

HTC One MOTION SENSINGStep Counter

Google Nexus 5

SECURITYFingerprint sensor (Touch ID)

Apple iPhone 5S

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Feature milestones


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Based on over 125 million page views on91mobiles.com >

USERSCHOICES

2013


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Brand Total # of modelsin the market

% of page views in2013

SAMSUNG 160 20.9%

MICROMAX 170 12.0%

SONY 55 8.3%

NOKIA 120 8.0%

KARBONN 148 6.2%

APPLE 20 4.0%

LAVA 75 3.5%

Note: Popularity by page views in 2013 for all devices of a brand, including prior launches

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Most popular brands in 2013 the usual suspects

Th id / l f 5k 15k t


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7%

25%

50%

11%

4%

3%

Rs 5k-15k

> Rs 35k < Rs 2k

Rs 2k-5k

Rs 15k-25k

Rs 25- Rs 35k

Page views for devices based on different price segments

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The mid-range / value-for-money 5k-15k segmentmost popular with users

M t h d h i th b d t


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MicromaxA110SuperfoneCanvas 2

Launched in: Nov 2012

MicromaxA116Canvas HD

Launched in: Feb 2013

SamsungGalaxy SDuos

Launched in: Sept 2012

NokiaLumia 520

Launched in: Mar 2013

Samsung

GalaxyCore

Launched in: Jun 2013

#1#2

#3

#4#5

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Most searched phones in the budget range(Rs 5k-15k): Micromax and Samsung rule the segment

M t h d h i th id t


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SamsungGalaxy

Grand Duos

Launched in: Jan 2013

SonyXperia C

Launched in: Oct 2013 MicromaxCanvas 4

Launched in: July 2013

Sony

Xperia LLaunched in: May 2013

NokiaLumia 720

Launched in: Mar 2013

#1#2

#3

#4#5

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Most searched phones in the mid-range segment(Rs 15k-25k): a mixed lot spanning different brands

M t h d h i th hi h d t


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SonyXperia Z

Launched in: March 2013

SamsungGalaxyNote 2

Launched in: Sept 2012

SamsungGalaxy S3

Launched in: May 2012

NokiaLumia 920

Launched in: January 2013

BlackBerryZ10

Launched in: Feb 2013

Most devices in this list are former flagship devices that retained, or even further grew in popularity longafter their launch, by virtue of price drops

#2

#3 #4 #5

#1

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Most searched phones in the high-end segment(Rs 25k-35k): price reduction sweetened the deals

Most searched phones in the premium segment


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SamsungGalaxyS4

Launched in: Apr 2013

SamsungGalaxyNote 3

Launched in: Sept2013

AppleiPhone5S


AppleiPhone5C


HTC One

Launched in: Apr 2013

#1 #2

#3 #4 #5

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Most searched phones in the premium segment(above Rs 35k): Samsung and Apple rule the roost


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Micromax A116 Canvas HDConsolidated Micromax's

stronghold in the above Rs. 10kprice band, and challenged higherpriced phones like the SamsungGalaxy Grand, by virtue of the

specs it packed.

Nokia Lumia 520With affordable pricing, the Lumia 520

became Nokias best bet against theonslaught of Android smartphones,making it the most popular windowsphone. It also bolstered Microsofts

WP8 market share.

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Editors picks: the game changers


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Moto GSoon to be launched in

India, the Moto G isexpected to raise the barfor specs & quality

budget smartphones areexpected to offer

Google Nexus 5Continued the legacy of

providing superb hardware

and stock Android at anaffordable price tag. At Rs.28,999, the specs offered

in the device are onlymatched by the devices in

the Rs 35k price range

Gionee Elife E6The Gionee Elife E6

changed the negative

image of Chinesebrands. Reasonably highspecs and a distinctivedesign made it quite

noteworthy

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Editors picks: the game changers


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Notable observations >

TABLETS:Still a lot ofground to cover

Tablet launches increased in 2013 but not at the


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61 brands in India

50 Indian brands | 11 International brands

194Total tabletlaunches in

2013

172Total tabletlaunches in

2012

34

13%growth

Tablet launches increased in 2013, but not at thesame pace as mobiles

Indian brands dominate in launches but not


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47

125

65

129

0

20

40

60

80

100

120

140

International brands Indian brands

2012 2013

Number of tablets launched in India in 2013 vs 2012

Greater movetowards phablets

also a possiblereason for therelative lack ofvibrancy in thetablets market.

35

Indian brands dominate in launches, but notgrowing as much as international brands

3% growth

Budget tablets occupy a large chunk of the overall


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58%20%

22%Rs 10k-20k

Above Rs 20k

Below Rs 10k

Tablet launches by price segment (2013)

0% 20% 40% 60% 80% 100%

Above Rs 20k

Rs 10k-20k

Below Rs 10k


63%

68% 32%

100%

6%

Tablet launches in 2013

36

37%

94%

Budget tablets occupy a large chunk of the overalllaunches, with Indian brands dominating the segment

The small screen tablet segment is growing in


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124

48

151

43

0

20

40

60

80

100

120

140

160

Small screen size (7-8 inch) Large screen size (Above 8-inch)

2012 2013

Number of tablets launched, segregated by screen size

While there is anincrease in the

number of tablets

launched with 7-8inch screen size,

larger tabletsactually witnessednegative growth in

2013

37

The small-screen tablet segment is growing interms of launches

Limited diversity in high end tablets: Apple killed


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Sony XperiaTablet Z

Has sustained first-mover advantage. Better ecosystem for tablet-optimised

apps and accessories.

The iPad Air is thinner (7.5mm) andlighter (469g) compared to peers.

Apple has raised the bar very high

Limited Competition

Samsung GalaxyNote 10.1

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Limited diversity in high-end tablets: Apple killedthe above Rs 20k segment

A look at the most popular tablets in 2013 in the


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SAMSUNG GALAXY

TAB 2 7.0Launched in April 2013

HCL ME U1Launched in Aug 2012

GOOGLE NEXUS 7Launched in Nov 2012

MICROMAXFUNBOOK TALKLaunched in Oct 2012

MICROMAXFUNBOOK INFINITY

Launched in Sept 2012

39

#1#3

#2

#4 #5

A look at the most popular tablets in 2013 in theunder Rs 15k segment


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What this year holds for us >

LOOKING

AHEAD TO2014

Deepak Dhingra, Editor

Mobile devices from 2013 that set the trend for


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Nokia Lumia 1020

SamsungGalaxyNote 3

AppleiPhone 5s

LG G Flex

SamsungGalaxy Gear

Vivo Xplay 3s

These device were launched in the year 2013, but have paved the way for devices of this year.Read more about what trends these devices have set.

High-resolutioncameras

Octa-coreprocessors

64-bit SoC

High-resolutiondisplays

Wearabledevices

Flexibledisplays

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Mobile devices from 2013 that set the trend forwhats to come in 2014

The way you interact with your smartphone could
http://localhost/var/www/apps/conversion/tmp/scratch_4/Annual%20Report_2013.pptxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Annual%20Report_2013.pptx


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Gesture controls

Contextual computing

Fingerprint sensors

Voice commands

Touchscreens might become pass, as device manufacturers are devising innovative ways of interactingwith devices. Click here to know more.

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The way you interact with your smartphone couldchange in 2014
http://www.91mobiles.com/blog/40084/The+way+you+interact+with+your+smartphone+could+change+in+2014.htmlhttp://www.91mobiles.com/blog/40084/The+way+you+interact+with+your+smartphone+could+change+in+2014.html


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Read our take on these manufacturers.

Trailing numero uno brand Samsung, Micromax offers a wide range

of devices at affordable price points, and now the company is alsogoing global.

Within an year of its entry into the Indian market, the company haslaunched a slew of quality devices across different segments atattractive prices.

Oppo is planning to enter India soon and its devices are getting alot of praise for innovative features coupled with superbconfigurations.

Xolo never shies away from taking risks. From partnering with Intelto Nvidia and Broadcom, the manufacturer continues to innovate.

Xiaomi has confirmed that its planning to go global and its powerfuldevices and economical pricing will surely give it huge boost inprice-sensitive markets like India.

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Top 5 mobile phone brands to look out for in 2014

Edi
http://www.91mobiles.com/blog/39691/Top+5+mobile+phone+brands+to+look+out+for+in+2014.htmlhttp://www.91mobiles.com/blog/39691/Top+5+mobile+phone+brands+to+look+out+for+in+2014.html


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Curved displays andwearables

In the high-end segment,

innovations like curved / flexiblescreens, wearables and super

high-resolution displays will makenews

Redefining value for moneyUpcoming devices like Motorolas

Moto G, Nokias rumoured Android

phone (Normandy) and the Nexusseries may re-define value-for-

money in a price sensitive market

like India

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Editors comments

Edit t


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Rise of Windows

After Android, many Indianbrands (Micromax and XOLO)

are contemplating devices

running Microsofts Windows. Inthe mobile space, WindowsPhone 8 will cement its positionas a strong third alternative to

Android and iOS.

Octa-core processors will gomainstream

MediaTeks MT6592 SoC will be the

platform of choice for quite a fewbrands, especially those from Indiaand will help bring octa-core chips

to the masses.

45

Editors comments

Edit t


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Editors comments

Newer form factors, hybridsand dual-boot devices will

grow further

People prefer flexibility anddevices that can adapt todifferent situations & lifestyles,and the kind of devices well

see in 2014 will offer exactlythat.

Software as a means todifferentiate

Indian brands like alreadyoffering innovative software

features, and XOLO is alsoworking on a custom UI for itsdevices. Going forward, moreIndian brands will try and usesoftware to differentiate their

products.

Colour andcustomisation optionsMany brands now offer

their products in differentcolours, and with Apple

jumping on the bandwagonwith the iPhone 5c, morevendors will follow suit.

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Some ifs and buts >

METHODOLOGYAND DISCLAIMERS

M th d l d Di l i


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This report considers both feature phones and smartphones.

Source of data is 91mobiles database and user behavior on 91mobiles.com.

All devices made available for sale by an online store are considered as devices launched in the

Indian market, for the purpose of this report, and first available online price is used to determine

the price segment of the device

Different storage variants of the same device are considered as separate products for the purpose

of this report.

Popularity of devices with respect to page views on 91mobiles is indicative, may differ from other

platforms.

While we have tried to capture all mobile phone and tablet launches, a few may have been

missed; though this should not alter the overall trends identified in this report

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Methodology and Disclaimers

Li t f h b d


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Akai K-Touch

Apple Lenovo

BlackBerry LG

Fly Motorola

Gfive Nokia

Gionee NUGen

Google Nexus Panasonic

HTC Samsung

Huawei Sony

Konka Yxtel

Adcom Hi-Tech Mobile Maxx Salora

Airtyme Iball Micromax Sansui

Arise Iberry Mitashi Smartnamo

Bsnl Icon Mts Spice

Byond Tech Idea Mvl Mobiles Swingtel

Celkon Intex Nxg Swipe

Champion Jivi Olive Tvc

Croma Josh Onida Videocon

Cubit Karbonn Optimasmart Wammy

Datawind Lava Penta Wynncom

Devante Lemon Mobiles Rage Zen Mobiles

Domo Magicon Reconnect Zync

Indian Brands International Brands48 20

49

List of phone brands

Li t f t bl t b d


50/50

List of tablet brands

Acer Mobile

Amazon

Apple

Asus

Fly

Google Nexus

Huawei

Lenovo

Samsung

Sony

Yxtel

Adcom Fujezone Micromax Swingtel

Ainol Go Tech Milagrow Swipe

AirTyme HT Impex Mitashi Teracom

Arise HCL NXG Videocon

BaSlate Hi-Tech Mobile Olive VOX

BSNL iBall Optima Smart Wespro

Byond Tech IBerry Penta Wishtel

Celkon ICEX Reconnect Winknet

Champion Intex Reliance Xelectron

Colors Mobile Karbonn Redd Zebronics

Croma Lava Salora Zen Mobiles

Datawind Lemon Mobiles Scomp Zync

Devante Maxx Simmtronics

Domo Mercury Spice

Indian Brands International Brands50 11

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