TavessSample1 Mobile Apps India

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Snapshot of the project:

‘Potential of mobile applications market in India’

1© Tavess Private & Confidential

http://tavess.com/index.php



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2

This chapter includes the market overview, leveraging quantitative and secondary analysis, and highlights the following topics:

Overview of mobile applications and its market size;

Historical growth in the mobile application space;

Growth forecasts.

1 Market overview

The section highlights the key trends prevailing in the mobile applications landscape categorized according to the followingsub-segments:

Mobile entertainment services such as video; gaming; music; and ring tones;

Informative services such as news;

Mobile browsing and mCommerce.

It also elaborates on the key drivers and challenges in the mobile applications market, and highlights the implications of thesetrends on mobile operators.

2 Key trends, drivers, and challenges

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3

This chapter includes information on the key mobile VAS players in the market and highlights the following:

Mobile VAS revenues of key players;

Mobile VAS subscriber base and growth rates;

Mobile VAS market share of key players.

3 Competitive landscape

Through a consumer survey, Tavess highlighted the mobile applications demanded by users segregated on the basis of thefollowing:

User demographics;

Gender;

Income groups;

Profession.

4 Consumer survey




4

After analysing all mobile applications in detail, this chapter brings to light the market opportunity and highlights the areaswhich can be of interest to the client. The analysis is based on number of factors, some of which are:

The market size of different mobile applications, growth forecasts, current level of adoption, and affordability;

The current competitive scenario prevailing in the mobile applications market.

5 Market opportunity

Tavess further analysed the global telecom market with respect to mobile applications launched and best practices adopted.This includes:

Mobile applications launched in similar emerging markets such as India and which applications saw maximum adoption;

Case studies of companies who ventured in the Indian market in the mobile applications space.

6 Best practices from global markets




5

Mobile Applications: Market Size and Growth

Circle sizedenotes Market Size

Mobile Applications Growth Forecasts CAGR (2011-15)

M o b i l e A p p l i c a t i o n s H i s t o r i c a l G r o w t h C A G R

( 2 0 0 6 - 1 0 )

Video

Gaming

News

mCommerce

Music

Ring tones

BrowsingMessaging

3%

7%

11%

15% 26% 37%




6

Current market size Future growth Affordability Usability for targetsegment

CompetitiveScenario

Video

Gaming

Informativeservices

Music and ringtones

Browsing

mCommerce

Strong Weak Key focus areas




Mobile music

Mobile music is the most demanded entertainment service by the Indian consumerswith ring back tones and ring tones being in high demand followed by single track musicdownloads.

Mobile gaming

Indian gaming companies are investing in launching mobile based gaming platforms

providing users access to multiple games while incorporating social networkingfunctionalities.

Mobile TV

Indian market is seeing a change in the mobile TV and video landscape with the launchof 3G services in 2011. These services are monetized through advertisements rather

than subscriptions.

Contentlocalization

Indian telecom operators have been focusing on localization of entertainment servicesby offering video, music, and gaming content in several regional languages. To marketits services in different Indian states, operators are offering mobile entertainment inlocal languages with the regional flavour.

These trends were further analyzed to study the implication of these trends on mobile operators




Conclusions

ABC’s Mobile VAS Subscribers (M) and Growth Rate

Competitive Landscape, Mobile VAS, 2010

• ABC’s market share has increased onlymarginally over the last few years

• Market growth is tapering out so ABC’s

subscriber base is growing at a decreasingrate

8

10

12

1415

23%

14%7%

0

2

4

6

8

10

12

14

16

31-Mar-07 31-Mar-08 31-Mar-09 31-Mar-10

0%

10%

20%

30%

40%

ABC subs Growth % yoy

16%18%

19% 18%

13%

9%8%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

31-Mar-07 31-Mar-08 31-Mar-09 31-Mar-10

0%

5%

10%

15%

20%

ABC share % Growth in market subs %

ABC

57%

XYZ

18%

DEF

25%


ABC’s Mobile VAS Subscriber Share and Market Growth



Mobile gaming users according to age (m) 2010

9

40

80

35

2420 18

12

0

10

20

30

40

50

60

70

80

90

0-18 18-21 22-29 30-39 40-49 50-59 60+

Total number of mobile gamers (m)

Age

Mobile gaming users according to profession (m) 2010

80

57

44

2318

7

0

10

20

30

40

50

60

70

80

90

Schoolstudents

Collegestudents

Salariedemployees

Selfemployed

Professionals Stay homemoms

Total number of mobile gamers (m)

Similar graphs were included for mobile gaming user base segregated according to genderand income levels.

This analysis was replicated for all major applications such as mobile video, mobile music,browsing, mcommerce, etc.




Players Mobile Applications launched Consumer adoption

Maxis Malaysia Maxis has partnered with Malaysia's LimkokwingUniversity of Creative Technology to deliver educationalmaterials through the iPhone. Starting February 2010,Limkokwing's courses of one year duration will

incorporate the iPhone 3GS and its connective capabilities

Medium

Telefonica Telefonica is partnering with Wikimedia to develop anddeploy a mobile version of the Wikipedia encyclopedia.The mobile version of this application is expected to berolled out across all the markets ofTelefonica.

Medium

Movistar South &Central America

Movistar is providing mobile financial services to itscustomers in South & Central America. The services willinclude mobile money transfer, mobile commerce, billpayment, and mobile banking.

High





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