Mobile phone landscape - India H1 2016

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  • Mobile phone landscape: India H1 2016 Launch and search trends The #1 Gadget Research Website in India Nitansh Rastogi, Correspondent
  • Is the industry reaching saturation point? BIG TRENDS
  • 3 The number of phone launches reduced for the first time in three years Number of phone launches 492 648 857 606 0 200 400 600 800 1000 H1 2013 H1 2014 H1 2015 H1 2016
  • 4 The number of brands competing in the market increased, but only marginally 67 73 127 132 0 20 40 60 80 100 120 140 H1 2013 H1 2014 H1 2015 H1 2016 Number of brands operating in the market
  • 5 The mid-range segment (Rs 10k-20k) got the most eyeballs Below Rs 5k 11% Rs 5k-10k 31% Rs 10k-20k 42% Rs 20k-30k 8% Above Rs 30k 7% Most popular price segments as per user views in H1 2016
  • 6 Phone launches declined in all price ranges except the above Rs 30k segment 605 169 51 17 15 425 102 50 12 17 0 100 200 300 400 500 600 700 Below Rs 5k Rs 5k-10k Rs 10k-20k Rs 20k-30k Above Rs 30k H1 2015 H1 2016 Number of phone launches across price segments
  • 7 The entry-level (under Rs 5k) and mid-range (Rs 10-20k) segments saw the most increase in user interest 4% 11% 46% 31% 33% 42% 12% 8% 5% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% H1 2015 H1 2016 Popularity of price segments as per user views (H1 2015 vs H1 2016) Above Rs 30k Rs 20k-30k Rs 10k-20k Rs 5k-10k Below Rs 5k 67% 275% 127% 66% 140%
  • 8 The entry-level segment (under Rs 5k) has grown the fastest First time buyers driving demand? Below Rs 5k 11% Above Rs 5k 89% Below Rs 5k 4% Above Rs 5k 96% User views by price point (H1 2015) User views by price point (H1 2016)
  • 9 Popularity Rank in 2016 Brand Change in the brand’s rank from H1 2015 1 Samsung 0 2 Lenovo 2 3 Xiaomi 2 4 Micromax 2 5 HTC 2 6 ASUS 1 7 LeEco * New entrant 8 Intex 0 9 Coolpad New entrant 10 Gionee 1 Top 10 most popular phone brands in H1 2016 signs of shake-up in the traditional pecking order Brand Rank in H1 2015 Sony 6 Nokia 8 Lava 10 Brands that exited from the top 10 list *LeEco is the only brand to make it to the top 10, in its debut year
  • 10 Share of voice of popular brands in H1’16 vs H1’15 most brands except the top 3 are facing the heat Top brands in terms of user views in H1 2015 vs H1 2016 13.9% 7.3% 5.4% 9.5% 8.1% 4.8% 3.9% 4.0% 17.9% 11.6% 11.2% 7.7% 4.5% 3.3% 3.3% 3.1% 3.0% 2.6% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Samsung Lenovo Xiaomi Micromax HTC ASUS LeEco Intex Coolpad Gionee H1 2015 H1 2016
  • 11 In the midst of increasing competition, the top 3 brands are pulling away from the pack Top 3 32% Rest 68% Share of user views for top 3 brands vs others (H1 2015) Top 3 41% Rest 59% Share of user views for top 3 brands vs others (H1 2016)
  • 12 Fragmentation in the market reduces with increase in price point, as fewer brands are able to compete Split of user searches across price points (H1 2016) 45% 59% 55% 67% 81% 55% 41% 45% 33% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Below Rs 5k Rs 5k-10k Rs 10k-20k Rs 20k-30k Above Rs 30k Share of top 5 brands in the segment Share of other brands
  • 13 Top 5 gainers: brands that grew most in popularity vs. last year OPPO is the fastest growing brand 387% 217% 119% 73% 40% 0% 50% 100% 150% 200% 250% 300% 350% 400% 450% OPPO vivo Xiaomi Motorola OnePlus Note: Brands like LeEco and Coolpad were not present in the market in H1 2015, and hence weren’t part of this analysis % growth in user views in H1 2016 over H1 2015
  • 14 Top 5 brands that declined in popularity Yesteryear’s popular brands are dying a slow death, while Micromax’s YU has been unable to repeat its success this year -87% -60% -59% -53% -49% -100% -90% -80% -70% -60% -50% -40% -30% -20% -10% 0% Nokia Blackberry Microsoft YU Karbonn % fall in user views in H1 2016 over H1 2015
  • 15 The Chinese offensive: popularity share of Chinese-origin brands doubled at the expense of others Share of user views by brand origin (H1 2015) Indian brands 20% Chinese brands 44% Other International brands 36% Share of user views by brand origin (H1 2016) Indian brands – brands originated from India such as Micromax, Intex and Lava Chinese brands – brands originated from China such as Lenovo, Xiaomi and Gionee Other International brands – brands apart from the above two such as Samsung, HTC and Sony Indian brands 28% Chinese brands 22% Other International brands 50%
  • 16 Top 10 Chinese brands: Lenovo and Xiaomi dominate… for now Popularity Rank among Chinese brands Brand % share of user views among all Chinese brands 1 Lenovo 27.6% 2 Xiaomi 26.6% 3 LeEco 7.9% 4 Coolpad 7.0% 5 Gionee 7.0% 6 OPPO 5.5% 7 Vivo 3.7% 8 OnePlus 2.7% 9 Honor 1.6% 10 Meizu 1.2%
  • 17 Change in distribution models: most online-only brands are moving offline S. No. Brand Distribution model in H1 2015 Distribution model in H1 2016 1 Xiaomi Online-only Started moving offline 2 ASUS Online-only Started moving offline 3 Motorola Online-only Started moving offline 4 YU Online-only Started moving offline 5 OnePlus Online-only Online-only Top 5 online-only brands in H1 2015 and their distribution strategy OnePlus is the only major brand holding firm to its online-only model
  • 18 Change in distribution models: traditional brands are joining the online-only bandwagon S. No. Brand Distribution model in H1 2015 Distribution model in H1 2016 1 Samsung Offline + Online Traditional model, plus a few online-only launches 2 Lenovo Offline + Online Traditional model, plus a few online-only launches 3 Micromax Offline + Online Traditional model, plus a few online-only launches 4 HTC Offline + Online Offline + Online 5 Intex Offline + Online Offline + Online
  • 19 The chart toppers – the top three most popular phones in H1 2016 Xiaomi Redmi Note 3 Price: Rs 11,999 Launched in: Mar 2016 Lenovo K4 Note Price: Rs 11,999 Launched in: Jan 2016 #1 On the basis of popularity on 91mobiles.com Samsung Galaxy J7 Price: Rs 14,999 Launched in: Jul 2015 #2 #3
  • What the brands were up to in H1 2016 > BRAND EQUITY
  • 21 Top brands by number of phone launches in the sub-Rs 5k segment (in H1 2016) Phone launches by brands in the entry-level segment (below Rs 5k): Indian brands lead the charge 31 22 21 20 18 15 14 14 10 8 Intex Videocon Lava Micromax Zen mobiles Karbonn Sansui iBall Adcom Jivi Indian brands International brands
  • 22 Top brands by number of phone launches between Rs 5,000 and 10,000 (in H1 2016) Phone launches by brands in the budget (Rs 5k-10k) segment: International brands are making their presence felt 11 10 8 5 4 4 4 3 3 3 Intex Lava Micromax Panasonic iBall Videocon InFocus Karbonn Gionee ASUS Indian brands International brands
  • 23 Top brands by number of phone launches above Rs 10,000 (in H1 2016) Phone launches by brands above Rs 10,000: international brands dominate 8 6 6 6 4 4 4 3 3 3 Samsung HTC Lenovo Motorola Gionee LG LeEco OPPO vivo Zopo Indian brands International brands
  • 24 Shift in strategy: Top-tier brands are focusing their might on fewer device launches 0 1 2 2 4 1 5 7 2 6 0 2 4 6 8 Below Rs 5k Rs 5k-10k Rs 10k-20k Rs 20k-30k Above Rs 30k 0 1 6 0 0 0 6 2 0 0 0 2 4 6 8 20 8 2 0 0 27 9 4 0 0 0 10 20 30 H1 2015 H1 2016 Lenovo Micromax No of phones launched by key brands in H1 2015 and H1 2016 Samsung
  • 25 Most popular brands in the entry-level segment (below Rs 5k) Micromax 15% Intex 10% Karbonn 7% Lava 6% Samsung 6% Others 55% Top brands in the below Rs 5k segment (in terms of % of user searches)
  • 26 Most popular brands in the budget segment (Rs 5k-10k) Samsung 20% Micromax 14% Xiaomi 9% Coolpad 9% Lenovo 7% Others 41% Top brands in the Rs 5k-10k segment (in terms of % of user searches)
  • 27 Most popular brands in the mid-range segment (Rs 10k- 20k) Lenovo 21% Xiaomi 19% Samsung 14%LeEco 6% ASUS 5% Others 45% Top brands in the Rs 10k-20k segment (in terms of % of user searches)
  • 28 Most popular brands in the premium segment (Rs 20k-30k) Samsung 34% HTC 16% OnePlus 11% Sony 10% OPPO 6% Others 33% Top brands in the Rs 20k-30k segment (in terms of % of user searches)
  • 29 Most popular brands in the super-premium segment (above Rs 30k): Samsung and Apple dominate Samsung 34% Apple 18% LeEco 10% HTC 10% Sony 10% Others 19% Top brands above Rs 30k (in terms of % of user searches)
  • Find out which devices ruled the roost > DEVICE POPULARITY CHARTS
  • 31 Top 10 devices in H1 2015: budget and mid-range smartphones got the most eyeballs Rank Mobile name Price band Percentage share among top 10 devices Launched in 1 Xiaomi Redmi Note 3 10-20k 28% Mar 2016 2 Lenovo K4 Note 10k-20k 15% Jan 2016 3 Samsung Galaxy J7 10k-20k 12% July 2015 4 LeEco Le 1s 10k-20k 9% Feb 2016 5 Xiaomi Redmi Note 3 16GB 5k-10k 7% Mar 2016 6 Samsung Galaxy On7 5k-10k 7% Nov 2015 7 Samsung Galaxy J5 5k-10k 6% July 2015 8 Lenovo K3 Note 10k-20k 6% June 2015 9 Coolpad Note 3 10k-20k 5% Oct 2015 10 Coolpad Note 3 lite 5k-10k 5% Jan 2016 Top 10 devices in H1 2016 in terms of user views The Redmi Note 3 got more searches than the next two devices combined
  • 32 Most popular devices in the Rs 5-10k segment: Xiaomi leads, but Coolpad is making a mark as well Xiaomi Redmi Note 3 16GB Launched in: Mar 2016 Samsung Galaxy On7 Launched in: Nov 2015 Coolpad Note 3 Launched in: Oct 2015 Coolpad Note 3 Lite Launched in: Jan 2016 Samsung Galaxy J2 Launched in: Sept 2015 Top 5 most popular devices in the Rs 5,000 – 10,000 segment in H1 2016 #1 #2 #3 #4 #5
  • 33 Most popular devices in the Rs 10-20k segment: Xiaomi, Lenovo & Samsung dominate Samsung Galaxy J5 Launched in: Jul 2016 LeEco Le 1s Launched in: Jan 2016 Samsung Galaxy J7 Launched in: Jul 2015 Lenovo K4 Note Launched in: Jan 2016 Xiaomi Redmi Note 3 32GB Launched in: Jan 2016 #4 #3 #2 #1 #5 Top 5 most popular devices in the Rs 10,000 – 20,000 segment in H1 2016
  • 34 #1 #2 #3 #4 #5 Most popular devices in the Rs 20-30k segment: Samsung dominates Samsung Galaxy A5 (2016) Launched in: Feb 2016 Samsung Galaxy A8 Launched in: Aug 2015 Samsung Galaxy A7 (2016) Launched in: Feb 2016 HTC Desire 826 Launched in: Apr 2015 OnePlus 2 Launched in: Aug 2015 Top 5 most popular devices in the Rs 20,000 – 30,000 segment in H1 2016
  • 35 #4 #3 #2 #1 #5 Most popular devices priced above Rs 30k: Samsung & Apple dominate; LeEco makes a mark in its debut year Apple iPhone 6 Launched in: Oct 2014 LG G5 Launched in: Jun 2016 Apple iPhone 6S Launched in: Oct 2015 LeEco Le Max Launched in: Feb 2016 Samsung Galaxy S7 Launched in: Mar 2016 Top 5 most popular devices above Rs. 30,000 in H1 2016
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