Mobile phone landscape - India 2013
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Transcript of Mobile phone landscape - India 2013
Mobile phone landscape: India 2013Launch and search trends
The #1 Gadget Research Website in India
Nitansh Rastogi, Correspondent
91mobiles is a leading research and
comparison website for mobile phones in
India
The 91mobiles catalogue contains over
15,000 devices launched since the
website’s inception in 2010; includes
practically 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, their
specifications, search trends seen on 91mobiles, and an outlook for 2014
2
About 91mobiles and this report
Mobile phone launch trends in 2013
A year that saw a high growth in phone launches, the growing role of Indian brands, and
an 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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4
5
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Report Outline
A few surprising, and some not-so surprising findings >
PHONE
LAUNCHES
957Total phone
launches in
2013
68 brands in India
48 Indian brands | 20 International brands
85% growth
515Total phone
launches in
2012
5
Phone launches nearly doubled in 2013 as compared to 2012
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 mobile devices launched in 2013
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 most action in 2013 in terms of phone launches
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 price segments in 2013
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 launches
in 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 across price categories – differing focus areas
Indian brands’ domination in total phone launches driven by large number of under Rs 2k devices, as
well as due to the fact that Android is a great leveller in the affordable smartphone segment
10
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 LEMON MOBILES
SAMSUNG SPICE
Indian brands dominate in number of phone launches
- Samsung is the only international brand to find a spot in the top 10
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)
11
International brands are kings of the Rs 15,000+ price band; no Indian brand in the top 10
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 ‘XOLO’
brand, and feature phones under the Lava brand
12
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 in the year 2013: Lava is the biggest gainer
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 may
be due to a conscious change in the company’s strategy after breaking its partnership with Ericsson in 2012.
13
Brands with fewer number of launches in 2013 as compared to 2012
Specs we saw in mobile phones in 2013 >
SPEC-TALK
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
>10x
increase
Interestingly, while Samsung kickstarted the large screen trend, Indian brands have taken them to the
masses with a wider and more affordable range on offer
15
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)
Chinese company
MediaTek’s
affordable quad-core
processor is leveling the
playing field and allowing
Indian brands to offer
budget 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 to quad-core processors
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
> 4x
growth
> 8x
growth
Indian brands kept pace with International brands in the camera resolution department
> 2.5x
growth
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Smartphone meets camera - the megapixel wars continued and 8-13MP cameras became the norm
298
438
64
96
0
100
200
300
400
500
600
2012 2013
Indian brands International brands
362
Dual-SIM devices in 2012 vs 2013
534
In 2012, 70% of devices launched were dual-SIM, vs. 55% in 2013
18
Dual-SIM phenomenon growing, but at a slower pace; Indian brands continue to dominate
39%
59%
61% 41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013
Indian brands International brands
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 device
in 2013 –
Micromax A30 Smarty
3.0
(Rs 3,999)
Cheapest 3G device
in 2012 –
Celkon A95
(Rs 5,999)
155 385
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3G adoption on the rise: 3G device launches increase by 2.5x, lead by Indian brands
36%
64%
33%
67%
Total - 39
39 smartphones with full HD resolution in 2013 vs
only one (HTC Butterfly) in 2012
24 smartphones with ‘ultra-thin’ casings (8mm or
less) 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
International brands
Indian brands
International brands score high on innovation and premium features: full HD displays & svelte design
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
Windows
Phone
BlackBerry
OS
iOS
Android still on warpath, being the only smartphone OS in
use by Indian brands
THINNEST SMARTPHONE6.18mm
Huawei Ascend P6
LARGEST DISPLAY6.44-inches
Sony Xperia Z Ultra
RAM 3GB
Samsung Galaxy
Note 3
CAMERA41-megapixels
Nokia Lumia 1020
LARGEST BATTERY4,050mAh battery
Huawei Ascend Mate
PROCESSOR64-bit computing
Apple iPhone 5S
PROCESSOROcta-core Exynos
Samsung Galaxy
S4 and
Note 3
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Spec milestones: Devices that set new benchmarks
MOTION SENSINGM7 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
Based on over 125 million page views on
91mobiles.com >
USER’S
CHOICES
2013
Brand Total # of models
in the market
% of page views in
2013
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
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 segment most popular with users
Micromax
A110
Superfone
Canvas 2
Launched in: Nov 2012
Micromax
A116
Canvas HD
Launched in: Feb 2013
Samsung
Galaxy S
Duos
Launched in: Sept 2012
Nokia
Lumia 520
Launched in: Mar 2013
Samsung
Galaxy
Core
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
Samsung
Galaxy
Grand Duos
Launched in: Jan 2013
Sony
Xperia C
Launched in: Oct 2013Micromax
Canvas 4
Launched in: July 2013
Sony
Xperia L
Launched in: May 2013
Nokia
Lumia 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
Sony
Xperia Z
Launched in: March 2013
Samsung
Galaxy
Note 2
Launched in: Sept 2012
Samsung
Galaxy S3
Launched in: May 2012
Nokia
Lumia 920
Launched in: January 2013
BlackBerry
Z10
Launched in: Feb 2013
Most devices in this list are former flagship devices that retained, or even further grew in popularity long
after their launch, by virtue of price drops
#2
#3 #4 #5
#1
29
Most searched phones in the high-end segment(Rs 25k-35k): price reduction sweetened the deals
Samsung
Galaxy
S4
Launched in: Apr 2013
Samsung
Galaxy
Note 3
Launched in: Sept
2013
Apple
iPhone
5S
Launched in: Nov 2013
Apple
iPhone
5C
Launched in: Nov 2013
HTC One
Launched in: Apr 2013
#1 #2
#3 #4 #5
30
Most searched phones in the premium segment (above Rs 35k): Samsung and Apple rule the roost
Micromax A116 Canvas HDConsolidated Micromax's
stronghold in the above Rs. 10k
price band, and challenged higher
priced phones like the Samsung
Galaxy Grand, by virtue of the
specs it packed.
Nokia Lumia 520With affordable pricing, the Lumia 520
became Nokia’s best bet against the
onslaught of Android smartphones,
making it the most popular windows
phone. It also bolstered Microsoft’s
WP8 market share.
31
Editor’s picks: the game changers
Moto GSoon to be launched in
India, the Moto G is
expected to raise the bar
for specs & quality
budget smartphones are
expected to offer
Google Nexus 5Continued the legacy of
providing superb hardware
and stock Android at an
affordable price tag. At Rs.
28,999, the specs offered
in the device are only
matched by the devices in
the Rs 35k price range
Gionee Elife E6The Gionee Elife E6
changed the negative
image of Chinese
brands. Reasonably high
specs and a distinctive
design made it quite
noteworthy
32
Editor’s picks: the game changers
Notable observations >
TABLETS:Still a lot ofground to cover
61 brands in India
50 Indian brands | 11 International brands
194Total tablet
launches in
2013
172Total tablet
launches in
2012
34
13% growth
Tablet launches increased in 2013, but not at the same pace as mobiles
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 move
towards ‘phablets’
also a possible
reason for the
relative lack of
vibrancy in the
tablets market.
35
Indian brands dominate in launches, but not growing as much as international brands
3% growth
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
Indian brands International brands
63%
68% 32%
100%
6%
Tablet launches in 2013
36
37%
94%
Budget tablets occupy a large chunk of the overall launches, with Indian brands dominating the segment
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 an
increase in the
number of tablets
launched with 7-8
inch screen size,
larger tablets
actually witnessed
negative growth in
2013
37
The small-screen tablet segment is growing in terms of launches
Sony Xperia
Tablet Z
Has sustained first-mover advantage.
Better ecosystem for tablet-optimised
apps and accessories.
The iPad Air is thinner (7.5mm) and
lighter (469g) compared to peers.
Apple has raised the bar very high
Limited Competition
Samsung Galaxy
Note 10.1
38
Limited diversity in high-end tablets: Apple killed the above Rs 20k segment
SAMSUNG GALAXY
TAB 2 7.0Launched in April 2013
HCL ME U1Launched in Aug 2012
GOOGLE NEXUS 7Launched in Nov 2012
MICROMAX
FUNBOOK TALKLaunched in Oct 2012
MICROMAX
FUNBOOK INFINITYLaunched in Sept 2012
39
#1#3
#2
#4 #5
A look at the most popular tablets in 2013 in the under Rs 15k segment
What this year holds for us >
LOOKINGAHEAD TO2014
Deepak Dhingra, Editor
Nokia Lumia 1020
Samsung
Galaxy
Note 3
Apple
iPhone 5s
LG G Flex
Samsung
Galaxy 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-resolution
cameras
Octa-core
processors
64-bit SoC
High-resolution
displays
Wearable
devices
Flexible
displays
41
Mobile devices from 2013 that set the trend for what’s to come in 2014
Gesture controls
Contextual computing
Fingerprint sensors
Voice commands
Touchscreens might become passé, as device manufacturers are devising innovative ways of interacting
with devices. Click here to know more.
42
The way you interact with your smartphone could change in 2014
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 also
going global.
Within an year of its entry into the Indian market, the company has
launched a slew of quality devices across different segments at
attractive prices.
Oppo is planning to enter India soon and its devices are getting a
lot of praise for innovative features coupled with superb
configurations.
Xolo never shies away from taking risks. From partnering with Intel
to Nvidia and Broadcom, the manufacturer continues to innovate.
Xiaomi has confirmed that it’s planning to go global and its powerful
devices and economical pricing will surely give it huge boost in
price-sensitive markets like India.
43
Top 5 mobile phone brands to look out for in 2014
Curved displays and
wearables
In the high-end segment,
innovations like curved / flexible
screens, wearables and super
high-resolution displays will make
news
Redefining value for moneyUpcoming devices like Motorola’s
Moto G, Nokia’s rumoured Android
phone (Normandy) and the Nexus
series may re-define ‘value-for-
money’ in a price sensitive market
like India
44
Editor’s comments
Rise of Windows
After Android, many Indian
brands (Micromax and XOLO)
are contemplating devices
running Microsoft’s Windows. In
the mobile space, Windows
Phone 8 will cement its position
as a strong third alternative to
Android and iOS.
Octa-core processors will go
mainstreamMediaTek’s MT6592 SoC will be the
platform of choice for quite a few
brands, especially those from India
and will help bring octa-core chips
to the masses.
45
Editor’s comments
Editor’s comments
Newer form factors, hybrids
and dual-boot devices will
grow further
People prefer flexibility and
devices that can adapt to
different situations & lifestyles,
and the kind of devices we’ll
see in 2014 will offer exactly
that.
Software as a means to
differentiate
Indian brands like already
offering innovative software
features, and XOLO is also
working on a custom UI for its
devices. Going forward, more
Indian brands will try and use
software to differentiate their
products.
Colour and
customisation options
Many brands now offer
their products in different
colours, and with Apple
jumping on the bandwagon
with the iPhone 5c, more
vendors will follow suit.
46
Some ifs and buts >
METHODOLOGYAND DISCLAIMERS
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
48
Methodology and Disclaimers
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
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
50