Market Research Report :Mobile engagement and promotional services market in india 2013

Mobile Engagement and Promotional Services Market in
India
February 2013

Executive Summary
SAMPLE
 Mobile engagement market in India was valued over INR xx mn as on Oct 2012
Market  Mobile Ad market in India as on Sep 2012 was estimated at INR yy bn
Overview  Infotainment and mobile social media constitute the major types of m‐engagement activities
which the companies in India have been predominantly indulging over the recent years

Drivers: Challenges:
 Rise in Mobile Device Adoption  Low Smartphone & Tablet Penetration
Drivers &  Wireless Subscriber Base in Rural Areas
Challenges  Introduction and Availability of Next  Affordability of Next Generation
Generation Cellular Networks Mobile Networks
 Increased Usage of Mobile VAS,  Low Awareness Levels amongst
Applications & Online Contents Commercial Users

 Location Specific Consumer Engagement and Promotion
Market Trends  Interactive Platform
 Analytic Tools

Major Players

Player Profiles

MOBILE ENGAGEMENT AND PROMOTIONAL SERVICES MARKET IN INDIA 2013.PPT 2

•Introduction
•Market Overview
Ecosystems and Frameworks
•Drivers and Challenges
•Opportunities
•Market Trends
•Competitive Landscape
•Recent Developments
•Consumer Insights
•Case Studies
•Strategic Recommendations
•Appendix


Global Mobile Ad Servings
SAMPLE

Americas Europe Africa Asia Pacific
Region Ads Served Region Ads Served Region Ads Served Region Ads Served
United States UK South Africa India
Mexico France Kenya Indonesia
Xxx Xxx Xxx Xxx Xxx Xxx Xxx Xxx
Xxx Xxx Xxx Xxx Xxx Xxx Xxx Xxx
Total Xxx Xxx Xxx Xxx
Note: The demarcations of the regions on the map is indicative Data taken as on Nov 2012


India Mobile Ad Serving Scenario
Mobile Ad Serving India – Overview
SAMPLE Demographics – Age Distribution (2011)

Steady rise in mobile phone uptake and rise in demand
for mobile content has positioned India amongst top 7%
countries when it comes to mobile Ad servings 19%

India’s share in global Under xx
mobile Ad servings as Xx‐xx
on Nov 2012 74% Above xx

Mobile Ad Servings India – Key Drivers Demographics – Gender Split (2011)
Cap on SMS and USSD marketing by the
Government of India
15%
Falling data rates and increasing mobile internet
usage

Increased reach and better service delivery by Abc
85%
telecom operators Def


Mobile Ad Market in India
SAMPLE
Mobile Ad Market India – Size & Growth
INR bn
d
c
Xyz%
b
a
0
2011 2012* 2013e 2014e 2015e 2016e

Mobile Ad Type Share Split ‐ 2012 Mobile Ad Type Revenue Split ‐ 2012

0.0 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 1.8
6% INR bn
2012 X Y Z XYZ
22%
X Type X Type
72% Y Type Y Type
Z Type Z Type

*Data taken for the year 2012 are as on Sep, 2012


SAMPLE
Location Based Services Market in India

LBS Market India – Size & Growth
INR bn
C

B
Xyz %
A

0
2011 2012 2013e 2014e 2015e 2016e

Popular Location Based Services & Providers ‐ India
Services Service Providers
Information services BookMyShow, Getit, The Times of India app
Navigation, point of interest & city guide MapmyIndia, Localbeat for India, Sygic GPS Navigation
Public services Medical and police services
Charging services Canvas LES
Assets management Polaris Wireless LBS services
Traffic monitoring Sabka Traffic, Ericsson’s LBS services
Mobile yellow pages Justdial, Zomato
Location based advertising AdNear, LocationPoint


Mobile engagement market spending is expected to grow to
SAMPLE
more than 6 times its present value by 2016
M‐Engagement Market Overview ‐ India
• Mobile engagement or m‐engagement market in India was valued over INR xxx mn as in Oct 2012
• Share of m‐Engagement in the total mobile ad spending will be around yyy% in 2016, up from nearly zzz% in 2012

Market Potential of m‐Engagement – Market Spending

INR mn
f
e

d Xyz%

c
b

a
0
2012 2013e 2014e 2015e 2016e

• Nearly xxx% of the total internet users in India use mobile as primary device to access the World Wide Web
• Large mobile users’ base in the country and burgeoning adoption of the same in the rural areas make m‐
engagement more efficient than other channels of consumer engagement
• Infotainment is the prime m‐engagement category largely due to better user response


Nearly half of all the companies which discovered m‐
SAMPLE
engagement services found so via search engines
Sources of m‐Engagement Platform Selection (2011‐12)
%
e
Search Engine
d Telecalling
c Third‐Party Reference
Commercial SMS
b
Online Advertisement
a Commercial E‐mail
0 Others

Note: Base – Total number of companies which found m‐Engagement platform

• Enterprises of all form and size use multiple means or sources to discover m‐engagement services and its delivery
platforms
• Search engine has been the prime source of platform discovery and selection
• Although telephonic discovery stood second, over the years it has been falling steadily whereas usage trend of
email as a source of m‐engagement platform accelerated
• Other sources of m‐engagement platform discovery includes call center, business conference and promotional
offers or trial offers


Large number of users are discovering m‐engagement
SAMPLE
platforms via search engines and mobile devices
M‐Engagement Platform Discovery via Search Engine
Unique Users
b
Xyz%
a
0
Jan‐Mar 2011 Apr‐Jun 2011 Jul‐Sep 2011 Oct‐Dec 2011 Jan‐Mar 2012 Apr‐Jun 2012

M‐Engagement Platform Discovery via Mobile Devices
Unique Users
b

a Xyz%

0
Jan‐Mar 2011 Apr‐Jun 2011 Jul‐Sep 2011 Oct‐Dec 2011 Jan‐Mar 2012 Apr‐Jun 2012

• Unique users who found m‐engagement platform via search engine more than doubled between quarter‐
ending Mar 2011 and quarter‐ending Jun 2012
• Number of unique users who found m‐engagement platform via mobile devices increased to around four
times during the same time
• Quarterly addition of unique users discovering m‐engagement platform via mobile devices project growing
trend of awareness


Mobile applications are one of the most promising delivery

Mobile Application Usage ‐ India
SAMPLE
medium for interactive mobile contents and media in India
Smartphone App – Maximum Downloads
•Mobile application usage in India is witnessing 0 a b c d e f g h i
a speedy growth %
 Lower data subscription tariffs and increasing Music
awareness amongst people is boosting the market Social
Networking
•Some of the major trends in the Indian market
Business
 AA% of smartphone users feel that mobile Photo/
applications assist them in their lives Personalization
– A1% use it at home Games
– B4% use it during travel
– C0% use it at work Smartphone App – Highest Activity / Usage
 AA% of smartphone users in India have an
average 30 apps in their phone 0 a b c d e f g h
– A0% use most of the applications Social %
– B4% use all applications Networking
– C3% use non of the applications Music
 AA% users access the mobile apps often while Business
BB% of the users access the apps once in two or
three weeks Utilities
 AA% use mobile apps at home while BB% users Games`
access the apps while at work
 AA% of the app users download free apps from • Business‐focused apps like email and expense management apps
online stores such as the Ovi store, Google Play have rapidly gained popularity in India
and Apple App Store • 36% of all smartphone owners in India belong to the '18 to 29
years' age group, while 1A% fall in the '30 to 49 years' age group


SAMPLE
Social Media Domain – Brimming with Opportunities (2/2)

Social networking websites have become the one‐stop platform for players when it comes to targeting
end‐consumers across age groups in India

Average Time Spent on Social Networking Websites – Age wise (2011)
bn minutes
c

b

a

0
15‐24 25‐34 35‐44 45‐54 55+

39.2% 40.0%
60.8% 60.0%
38.5% 40.1% 41.9%
61.5% 59.9% 58.1%

abc def


Company Information
SAMPLE
Public: Domestic Company – Geodesic Ltd. (1/3)
Offices and Centres – India

Corporate Address

Tel No.
Fax No.
Website
Year of Incorporation
Ticker Symbol
Stock Exchange
Mumbai Head Office

Products and Services
Category Products/Services
Key People
Name Designation
Service

Note: The list of products and services is not exhaustive


Financial Snapshot
SAMPLE Key Ratios
Revenue Total Income Net Profit/Loss Profit Particulars
y‐o‐y change
2011 2010 2009 2008
INR mn INR mn (2011‐10)
Profitability Ratios
10000 6735.6 8927.4 3000
6490.4 Operating Margin ‐2.99 35.05% 38.03% 47.29% 49.95%

2000 Net Margin ‐3.81 30.66% 34.47% 39.25% 45.23%
3286.1
5000 Profit Before Tax Margin ‐2.07 31.01% 33.08% 38.38% 49.98%
1000 Return on Equity ‐0.50 23.82% 24.33% 38.05% 31.21%
Return on Capital Employed 1.34 17.73% 16.39% 23.84% 16.70%
0 0 Return on Working Capital 0.41 18.62% 18.21% 24.31% 19.18%
2008 2009 2010 2011 Return on Assets ‐0.53 12.87% 13.40% 18.29% 14.25%

Financial Summary Return on Fixed Assets 156.69 296.80% 140.10% 232.55% 173.54%

Cost Ratios
• The company incurred a net profit of INR 2,737.19 mn in FY 2011, as Operating costs (% of Sales) 7.62 17.84% 10.22% 16.89% 16.51%
compared to net profit of INR 2,237.01 mn in FY 2010 Administration costs (% of
‐1.24 11.68% 12.93% 8.55% 5.13%
• The company reported total income of INR 8,927.40 mn in FY 2011, Sales)
registering an increes of 37.55 per cent over FY 2010 Interest costs (% of Sales) ‐1.67 4.27% 5.93% 6.09% 2.32%
Liquidity Ratios
• The company earned an operating margin of 35.05 per cent in FY
Current Ratio ‐40.67% 5.05 8.52 10.97 13.98
2011, a decrease of 2.99 percentage points over FY 2010
Cash Ratio 1.02% 3.54 3.51 5.06 11.04
• The company reported debt to equity ratio of 0.85 in FY 2011, a Leverage Ratios
decrease of 4.39 per cent over FY 2010 Debt to Equity Ratio 4.39% 0.85 0.82 1.08 1.19
Debt to Capital Ratio
Key Financial Performance Indicators ‐10.53% 0.35 0.39 0.48 0.52
Interest Coverage Ratio 28.66% 8.40 6.53 8.02 22.36

Indicators Value (dd/mm/2013) Efficiency Ratios
Market Capitalization (INR bn) 2177.4 Fixed Asset Turnover 137.15% 9.47 3.99 5.74 3.69

Total Enterprise Value (INR bn) Asset Turnover 7.52% 0.41 0.38 0.45 0.30
1870.1
Current Asset Turnover 4.02% 0.48 0.46 0.55 0.38
EPS (INR) 16.82 Working Capital Turnover 14.45% 0.59 0.52 0.60 0.41
PE Ratio (Absolute) 1.33 Capital Employed Turnover 9.64% 0.76 0.69 0.94 0.66

Improved Decline


Key Business Segments
SAMPLE
Key Geographic Segments

abc abc xyz

100% Company filed revenue 100% 2% 2% 3%
4%
under single business
segment
50% 100% 50% 96% 98% 98% 97%

0% 0%
2011 2008 2009 2010 2011

Key Information

Description Details

Overview

Extended Product
Portfolio


Company Information
SAMPLE
Private: Domestic Company – ACL Mobile Ltd. (1/3)
Offices and Centres – India

Corporate Address

Tel No.
Fax No.
Website Noida
Year of
Incorporation

Head Office

Products and Services
Category Products/Services
Key People
Name Designation
Service


Financial Snapshot
SAMPLE
Key Ratios
y‐o‐y change
Revenue Profit Particulars 2010 2009 2008 2007
Revenue (2010‐09)
INR mn INR mn Profitability Ratios
Profit / Loss
684,310.5
700,000 80,000 Operating Margin ‐4.41 36.02% 40.43% 13.07% 42.09%
583,550.5
600,000 60,000 Net Margin ‐2.53 8.53% 11.06% ‐12.88% ‐8.32%

500,000 461,555.3 40,000 Profit Before Tax Margin ‐9.15 10.22% 19.37% ‐19.05% ‐6.58%

400,000 20,000 Return on Equity ‐5.45 10.56% 16.00% ‐12.64% ‐12.11%
290,525.1 Return on Capital Employed ‐22.22 60.59% 82.82% 17.97% 55.89%
300,000 0
Return on Working Capital ‐2.71 26.40% 29.11% ‐47.59% ‐31.94%
200,000 ‐20,000 Return on Assets ‐5.70 10.24% 15.94% ‐12.63% ‐8.36%
100,000 ‐40,000 Return on Fixed Assets ‐40.98 60.09% 101.07% ‐83.15% ‐45.35%
0 ‐60,000 Cost Ratios
2007 2008 2009 2010 Operating costs (% of Sales) 5.66 62.71% 57.05% 86.70% 57.88%
Administration costs (% of
6.96 28.30% 21.34% 31.10% 12.63%
Financial Summary Sales)
Interest costs (% of Sales) 0.00 0.11% 0.11% 0.82% 1.94%

• The company incurred a net profit of INR 49,770.5 mn in Liquidity Ratios
Current Ratio ‐17.28% 2.36 2.85 1.92 2.08
FY 2010, as compared to net profit of INR 75,668.5 mn in
Cash Ratio 50.15% 1.56 1.04 0.64 0.18
FY 2009 Leverage Ratios
Debt to Equity Ratio N.A. 0.01 N.A. N.A. 0.43
• The company reported total income of INR 583,550.5 mn
Debt to Capital Ratio 149.73% 0.01 N.A. N.A. 0.30
in FY 2010, registering a decrease of 14.7 per cent over FY Interest Coverage Ratio ‐12.44% 333.61 381.02 16.20 21.72
2009 Efficiency Ratios
Fixed Asset Turnover ‐20.90% 6.81 8.60 6.34 5.45
• The company earned an operating margin of 36.02 per
Asset Turnover ‐14.51% 1.16 1.36 0.96 1.00
cent in FY 2010, a decrease of 4.41 percentage points Current Asset Turnover 7.02% 1.72 1.61 1.74 1.99
over FY 2009 Working Capital Turnover 20.66% 2.99 2.48 3.63 3.84
Capital Employed Turnover ‐12.24% 1.20 1.36 0.96 1.45

Improved Decline


SAMPLE
Key Information

Description Details

Overview

Extended Product
Portfolio


Case Study xx

Client Organization
SAMPLE Industry

xxx yyy

Business Situation

• Re‐vamp lead generation process and effectively connect with target audience
• Mainly focus on urban India and leverage the high mobile density

Strategy Adopted

• xxx

Outcome

• xxx


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Market Research Report :Mobile engagement and promotional services market in india 2013

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Market Research Report :Mobile engagement and promotional services market in india 2013