For the complete report, get in touch with us at: info@netscribes.com Abstract : Netscribes’ latest market research report titled Mobile Advertising Market in India 2015 illuminates the dynamics in the mobile ad market in India. Smartphone adoption in India is the fastest in Asia-Pacific region. Thanks to the constantly falling prices, Smartphones are fast replacing featurephones in the country to become the most personal device. Traditional ad delivery technology such as text message and telemarketing is being replaced by attractive, interactive, location-based, measurable ad campaigns through mobile apps, display, and search, amongst other mediums. Capabilities provided by mobile platforms further enhance mobile advertisers’ ability to reach target audience with relevant ads, in varied formats. Better visibility, measurability, time to market, and control over ads makes it furthermore attractive and effective. Availability of advance cellular network and faster data services widens the opportunity for mobile ad companies in India significantly. Table of Contents : Slide 1: Executive Summary Macroeconomic Indicators Slide 2: GDP at Factor Cost: Quarterly (2011-12 – 2014-15), Inflation Rate: Monthly (Jul 2013 – Dec 2013) Slide 3: Gross Fiscal Deficit: Monthly (Feb 2013 – Jul 2013), Exchange Rate: Half Yearly (Apr 2014 – Sep 2014) Slide 4: Lending Rate: Annual (2011-12 – 2014-15), Trade Balance: Annual (2010-11 – 2013-14), FDI: Annual (2009-10 – 2012-13) Introduction Slide 5: Mobile Advertising (Ad) – Overview Slide 6: Mobile Marketing Ecosystem Slide 7: Mobile Marketing Value Chain Slide 8: Mobile Advertising Benefits Slide 9: Mobile Advertising Frameworks Slide 10-12: Mobile Advertisement Formats Market Overview Slide 13-16: Market Overview – Global, Market Overview – India Drivers & Challenges Slide 17: Drivers and Challenges – Summary Slide 18-22: Drivers Slide 23: Challenges Recent Developments Slide 24-25: Key Recent Developments – Biometric Solutions Competitive Landscape Slide 26: Porter’s Five Forces Analysis Slide 27-30: Competitive Benchmarking Slide 31-58: Major Private Players Market Opportunities Slide 59-61: Market Opportunity – Potential Verticals Slide 62-63: Market Opportunity – Specific Areas Slide 64: Other Opportunity Areas – Prominent Trends in Foreign Markets Strategic Recommendations Slide 65-66: Recommendations Appendix Slide 67: Key Ratios Description Slide 68: Sources of Information

1. Mobile Advertising Market - India
February 2015

2. 2MOBILE ADVERTISING MARKET IN INDIA 2015.PPT
Executive Summary
Drivers:
Market
Overview
Drivers &
Challenges
Recent
Developments
Competitive
Landscape
 Global market size of mobile advertising stood at INR a1 bn in 20--, growing at a CAGR of a2%
from the previous year
 Market size of mobile advertising in 20-- and 20-- was around INR a3 bn and INR a4 bn
respectively in India
 It is in state1 which are statement1 across the country at element1
Development1
Development2
Development3
Challenges:
 Affordability of Next Generation
Mobile Networks
 Low Smartphone and Tablet
Penetration in Rural Areas
 Rising Mobile Device Adoption and
Colossal Wireless Subscriber Base
 Growing Demand for Rich Digital Contents
 High Affordability
 Introduction and Availability of Next
Generation Cellular Networks
Key Players
InMobi Technology Services Pvt.
Ltd.
Komli Media India Pvt.
Ltd.
Ozone Media Solutions Pvt. Ltd.
PK Online Ventures Pvt. Ltd. SVG Media Pvt. Ltd. AdMob Google Inc.

3. 3MOBILE ADVERTISING MARKET IN INDIA 2015.PPT
•Macroeconomic Indicators
•Introduction
•Market Overview
•Drivers and Challenges
•Recent Development
•Competitive Landscape
•Strategic Recommendations
•Appendix

4. 4
Economic Indicators (-/-)
MOBILE ADVERTISING MARKET IN INDIA 2015.PPT
GDP at Factor Cost: Quarterly
Inflation Rate: Monthly
11
12
13
14
15
INR tn
Q4
c4
d2
c2
b2
a2
Q1
d1
b4
a4
Q3
c3
b3
a3
Q2
c1
b1
a1
2013-142012-132011-122010-11
0.0
0.5
1.0
1.5
2.0
%
Oct 2013 - Nov 2013
t
Sep 2013 - Oct 2013
s
Aug 2013 - Sep 2013
r
Jul 2013 - Aug 2013
q
Jun 2013 - Jul 2013
p

5. 5
Introduction
Mobile Advertising (Ad) Overview
MOBILE ADVERTISING MARKET IN INDIA 2015.PPT
• Mobile advertising is the act of using mobile devices such as cellular phones and Tablet PCs as a medium to deliver
promotional messages
 Mobile advertising is a subset of mobile marketing but it is often used interchangeably
Mobile Marketing Activities
Mobile Website
of Company
Mobile
Advertising
Mobile
Application of
the Company
Mobile Version
of e-mail
Newsletters
Location Based
Services
Mobile
Marketing Voice
Communication
• With rising competition and growing need for customer acquisition, newer mediums and methods of advertising and
promotion are becoming very crucial
 The overall aim is to reach the target consumer with the effectual product promotion in terms of interests, demographical
characteristics and relevant geological location
• With exponentially growing number of active mobile devices and usage trends of mobile services and Value Added
Services (VAS), India is rapidly becoming one of the most attractive market for mobile marketers and advertisers

6. 6MOBILE ADVERTISING MARKET IN INDIA 2015.PPT
Revenue from mobile advertising stood at INR in 20--, growing at a CAGR of from
the previous year
Market size of mobile advertising in 20-- and 20-- was around INR and INR respectively
Solution1 and solution2 are the most popular services in India
mobile advertising – Market Size & Growth
Market Overview – India (1/2)
• Text text text text text text text text text text text text text text text text text text text text text text text text text
• Text text text text text text text text text text text text text text text text text text text text text
• mobile advertising market is in condition1 and it is still at a nascent stage in India
• It is in state1 which are statement1 across the country at element1
a2
20--
a1
a3
20--
INR bn
a6
+y%
20-- 20--
a5
20--
a4
20--

7. 7MOBILE ADVERTISING MARKET IN INDIA 2015.PPT
Drivers and Challenges – Summary
Drivers
Rising Mobile Device Adoption and
Colossal Wireless Subscriber Base
Growing Demand for Rich Digital
Contents
High Affordability
Introduction and Availability of Next
Generation Cellular Networks
Challenges
Affordability of Next Generation
Mobile Networks
Low Smartphone and Tablet
Penetration in Rural Areas

8. 8MOBILE ADVERTISING MARKET IN INDIA 2015.PPT
Recent Developments (-/-)
• text text text text text text text text text text text text text text text text text text text
• text text text text text text text text text text text text text text text text text text text
text text text text text text text text text text text
Development1
• text text text text text text text text text text text text text text text text text text text
text text text text text text text text text text text
• text text text text text text text text text text text text text text text text text text text
Development2
• text text text text text text text text text text text text text text text text text text text
text text text text text text text text text text text
• text text text text text text text text text text text text text text text text text text text
Development3
• text text text text text text text text text text text text text text text text text text text
text text text text text text text text text text text
• text text text text text text text text text text text text text text text text text text text
Development4

9. 9MOBILE ADVERTISING MARKET IN INDIA 2015.PPT
SAMPLEPorter’s Five Forces Analysis
Bargaining Power of Buyers
• Text text text text text text text
text text text text text text text
text text text text text text text
text text text text
Impact
High
Threat of New Entrants
• Text text text text text text text
text text text text text text text
text text text text text text text
text text text text
Impact
Medium
Bargaining Power of Suppliers
• Text text text text text text text
text text text text text text text
text text text text text text text
text text text text
Impact
Medium
Threat of Substitutes
• Text text text text text text text
text text text text text text text
text text text text text text text
text text text text
Impact
Low
Competitive Rivalry
• Text text text text text text text text
text text text text text text text text
text text text text text text text text
text text text text text text text text
text
Impact
Medium

10. 10
SAMPLEKey Ratios of Top 4 Companies – Operational Basis (FY 2013) (1/3)
Competitive Benchmarking (-/-)
0
%
company4
d2
d1
company3
c2
c1
company2
b2
b1
company1
a2
a1
Net MarginOperating Margin
• Company1 recorded operating margin of -%, higher than that of company2, company3 and company4 which recorded
operating margin of -%, - and -% respectively
• Thermax however recorded the highest net margin of -% higher than that of Ion Exchange, SPML and Va Tech Wabag
which recorded net margins of -%, -% and -% respectively
MOBILE ADVERTISING MARKET IN INDIA 2015.PPT

11. 11
SAMPLE
Public: Domestic Company – Company 1
(1/4)
Key People
Products and Services
Company Information Offices and Centres – India
Corporate Address
Tel No.
Fax No.
Website
Year of
Incorporation
Ticker Symbol
Stock Exchange
Category Products/Services
Sectors (EPC)
Name Designation
Head Office
MOBILE ADVERTISING MARKET IN INDIA 2015.PPT

12. 12
SAMPLEFinancial Snapshot Key Ratios
Financial Summary
• The company incurred a net loss of INR - bn in FY 2013, as compared to net
profit of INR - bn in FY 2012
• The company reported total income of INR - bn in FY 2013, registering a
decrease of -% over FY 2012
• The company earned an operating margin of -% in FY 2013, a decrease of -
percentage points over FY 2012
• The company reported debt to equity ratio of - in FY 2013, an increase of -
% over FY 2012
Key Financial Performance Indicators
Indicators Value (17/01/2014)
Market Capitalization (INR mn)
Total Enterprise Value (INR mn)
EPS (INR)
PE Ratio (Absolute)
Particulars
y-o-y change
(2013-12)
2013 2012 2011 2010
Profitability Ratios
Operating Margin
Net Margin
Profit Before Tax Margin
Return on Equity
Return on Capital Employed
Return on Working Capital
Return on Assets
Return on Fixed Assets
Cost Ratios
Operating costs (% of Sales)
Administration costs (% of
Sales)
Interest costs (% of Sales)
Liquidity Ratios
Current Ratio
Cash Ratio
Leverage Ratios
Debt to Equity Ratio
Debt to Capital Ratio
Interest Coverage Ratio
Efficiency Ratios
Fixed Asset Turnover
Asset Turnover
Current Asset Turnover
Working Capital Turnover
Capital Employed Turnover
Improved Decline
Net Profit/LossTotal Income
0
2010
s1
t1
INR bnINR bn
2013
t4
s4
2012
s3
t3
2011
s2
t2
Public: Domestic Company – Company 1
(2/4)
MOBILE ADVERTISING MARKET IN INDIA 2015.PPT

13. 13
SAMPLEKey Business Segments Key Geographic Segments
Business Highlights
Description News
Overview
• Text text text text text text text text text text text text text text text text text text text text text text text
text text text text text text text text text text text text text text
• Text text text text text text text text text text text text text text text text text text text text text text text
text text text text text text text text text text text text text text
Extensive Product
Portfolio
• Text text text text text text text text text text text text text text text text text text text text text text text
text text text text text text text text text text text text text text
0%
g1
2013
Construction and Engineering
0%
2013
f4
e4
2012
f3
e3
2011
f2
e2
2010
f1
e1
OverseasIndia
Public: Domestic Company – Company 1
(3/4)
MOBILE ADVERTISING MARKET IN INDIA 2015.PPT

14. 14
SAMPLEPublic: Domestic Company – Company 1 (4/4)
TO
WS
MOBILE ADVERTISING MARKET IN INDIA 2015.PPT

15. 15
SAMPLEPrivate: Domestic Company – Company 2 (1/5)
Key People
Products and Services
Company Information Offices and Centres – India
Category Products/Services
Products
Name Designation
Ahmedabad
Corporate Address
Tel No.
Fax No.
Website
Year of Incorporation
Head Office
MOBILE ADVERTISING MARKET IN INDIA 2015.PPT

16. 16
SAMPLEShareholders of the Company as on 28.09.2012 Ownership Structure
Name No. of Shares held
X
X
Total
30%
70%
Corporate Bodies Foreign holdings
Private: Domestic Company – Company 2 (2/5)
MOBILE ADVERTISING MARKET IN INDIA 2015.PPT

17. 17
SAMPLEFinancial Snapshot Key Ratios
Improved Decline
Financial Summary
• The company earned a net profit of INR - mn in FY 2013, as
compared to net loss of INR - mn in FY 2012
• The company reported total income of INR - mn in FY 2013,
registering an increase of -% over FY 2012
• The company earned an operating margin of -% in FY 2013, an
increase of - percentage points over FY 2012
• The company reported debt to equity ratio of - in FY 2013, a
decrease of -% over FY 2012
Net Profit/LossTotal Income
0
v3
u3
2011 2013
v4
u4
2012
INR mnINR mn
v2
2010
u1
v1
u2
Private: Domestic Company – Company 2 (3/5)
Particulars
y-o-y change
(2013-12)
2013 2012 2011 2010
Profitability Ratios
Operating Margin
Net Margin
Profit Before Tax Margin
Return on Equity
Return on Capital Employed
Return on Working Capital
Return on Assets
Return on Fixed Assets
Cost Ratios
Operating costs (% of Sales)
Administration costs (% of
Sales)
Interest costs (% of Sales)
Liquidity Ratios
Current Ratio
Cash Ratio
Leverage Ratios
Debt to Equity Ratio
Debt to Capital Ratio
Interest Coverage Ratio
Efficiency Ratios
Fixed Asset Turnover
Asset Turnover
Current Asset Turnover
Working Capital Turnover
Capital Employed Turnover
MOBILE ADVERTISING MARKET IN INDIA 2015.PPT

18. 18
SAMPLEBusiness Highlights
Description News
Overview
• Text text text text text text text text text text text text text text text text text text text text text text text
text text text text text text text text text text text text text text
• Text text text text text text text text text text text text text text text text text text text text text text text
text text text text text text text text text text text text text text
Extensive Product
Portfolio
• Text text text text text text text text text text text text text text text text text text text text text text text
text text text text text text text text text text text text text text
Private: Domestic Company – Company 2 (4/5)
MOBILE ADVERTISING MARKET IN INDIA 2015.PPT

19. 19
SAMPLE
Private: Domestic Company – Company 2 – SWOT Analysis
(5/5)
TO
WS
MOBILE ADVERTISING MARKET IN INDIA 2015.PPT

20. 20MOBILE ADVERTISING MARKET IN INDIA 2015.PPT
Consumer Insights – Survey on mobile advertising (-/-)
Mobile Devices Possession
mobile advertising Usage and Preferences – Introduction & Methodology
Sample Size x1
Sample Sources
Social Media Websites and
Technology Forums
Survey Duration
z1 Weeks (Month1 – Month2 20--
)
Quantitative
Representation Used
Percentage
Response Options:
1) R1
2) R2
3) R3
4) R4
5) R5
6) R6
7) R7
Q: What type of mobile device(s) do you own?
• Survey on mobile advertising usage and preferences was
conducted across multiple social media websites and forums
• The survey has been kept close ended to capture specific
information from the respondents
• It has been conducted among a small group of people comprising
home users, students, salaried professionals and other segments
of the workforce
• The respondents mostly head from various urban and suburban
areas of the country
Note: Base is total no. of respondents
0
20
40
60
80
R3R2R1 R4 R5

21. 21MOBILE ADVERTISING MARKET IN INDIA 2015.PPT
Strategic Recommendations (-/-)
•Text text text text text text text text text text text text text text text text text
•Text text text text text text text text text text text text text text text text text
•Text text text text text text text text text text text
text text text text text text
•Text text text text text text text text text text text
text text text text
•Text text text text text text text text text text text
text text text text text text text text text text text
text text text text text text text text
•Text text text text text text text text text text text
text
•Text text text text text text text text text text text
text text text text text text
•Text text text text text text text text text text text
text text text text
•Text text text text text text text text text text text
text text text text text text text text text text text
text text text text text text text text
•Text text text text text text text text text text text
text
Recommendation1 Recommendation2

22. 22MOBILE ADVERTISING MARKET IN INDIA 2015.PPT
Appendix
Ratio Calculations
Operating Margin
(Operating
Income/Revenues)*100
Net Margin (Net Profit / Revenues) *100
Profit Before Tax Margin
(Income Before Tax / Revenues
*100
Return on Equity (ROE)
(Net Income / Shareholders
Equity)*100
Return on Capital (ROCE)
EBIT / (Total Assets – Current
Liabilities)*100
Return on Working Capital (EBIT / Working Capital) *100
Return on Assets (EBIT / Total Assets)*100
Return on Fixed Assets (EBIT / Fixed Assets) *100
Operating Costs (% of Sales)
(Operating Expenses / Sales)
*100
Administration Costs (% of
Sales)
(Administrative Expenses / Sales)
*100
Interest Costs (% of Sales) (Interest Expenses / Sales) *100
Ratio Calculations
Current Ratio
Current Assets / Current
Liabilities
Cash Ratio
{(Cash & Bank Balance +
Marketable Securities) / Current
Liabilities)}
Debt to Equity
Total Liabilities / Shareholders
Equity
Debt to Capital Ratio
{Total Debt / (Shareholders
Equity + Total Debt)}
Interest Coverage Ratio EBIT / Interest Expense
Fixed Asset Turnover Sales / Fixed Assets
Asset Turnover Sales / Total Assets
Current Asset Turnover Sales / Current Assets
Working Capital Turnover Sales / Working Capital
Capital Employed Turnover
Sales / (Shareholders Equity +
Total Debt)

23. 23MOBILE ADVERTISING MARKET IN INDIA 2015.PPT
Sources of Information
Secondary Research
Print Medium
Leading Newspapers
Telecom and Technology Journals / Magazines
Business Magazines
Electronic Medium
Company Websites
Government Websites / Resources
Online Telecom Magazines
Online Technology and Gadget Journals / Articles
Premium Databases
Primary Research
Interviews
Leading Industry Vendors
Industry Stakeholders
Industry Experts
General Consumers
Online Social Media

24. 24
Thank you for the attention
The Mobile Advertising – India 2015 report is a part of Netscribes’ Technology Series.
For more detailed information or customized research requirements please contact:
About Netscribes
Netscribes is a knowledge-consulting and solutions firm with clientele across the globe. The company’s expertise spans areas of investment &
business research, business & corporate intelligence, content-management services, and knowledge-software services. At its core lies a true
value proposition that draws upon a vast knowledge base. Netscribes is a one-stop shop designed to fulfil clients’ profitability and growth
objectives.
Disclaimer: This report is published for general information only. Although high standards have been used in the preparation of this report,
Netscribes is not responsible for any loss or damage arising from use of this document. This document is the sole property of Netscribes. and
prior permission is required for guidelines on reproduction.
Phone: +91 22 4098 7600
E-Mail: info@netscribes.com
MOBILE ADVERTISING MARKET IN INDIA 2015.PPT