tavesssample1 mobile apps india
TRANSCRIPT
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Snapshot of the project:
‘Potential of mobile applications market in India’
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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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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
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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
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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%
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Current market size Future growth Affordability Usability for targetsegment
CompetitiveScenario
Video
Gaming
Informativeservices
Music and ringtones
Browsing
mCommerce
Strong Weak Key focus areas
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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
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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%
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ABC’s Mobile VAS Subscriber Share and Market Growth
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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.
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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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