For the full report please write to info@netscribes.com

1. Mobile Application Market – India
June 2017
Insert Cover Image using Slide Master View
Do not change the aspect ratio or distort the image.

2. Mobile Application Market in India 2017
Executive Summary
Market Overview
Drivers and
Challenges
Competitive
Landscape
• Globally, mobile app market size in terms of value is projected to grow at a CAGR of xx% to reach INR xx bn by 2020 from INR xx bn in 2015
• Revenue-wise, iOS App Store will be the highest doubling from 2015 to reach INR xx bn in 2020, where as combined revenue from Google Play and
third-party Android stores is expected to grow at a CAGR of ~xx% to reach INR xx bn in 2020
• Indian mobile app market size in terms of value is projected to grow at a CAGR of xx% to reach INR xx bn by FY 2020 from INR xx bn in FY 2014
• Mobile app downloads is estimated to grow at a CAGR of xx% to reach xx bn downloads by FY 2020 from xx bn downloads in FY 2016
• With the introduction of 4G, and Reliance Jio having triggered a price war amongst the incumbent networks, the mobile internet market in India has
been revolutionized
• Different operating system used in app development are Android OS, IOS and Windows
• Some of the popular Android apps are SHARE it, Xender, UC Browser, Facebook, Whatsapp Messenger, Hotstar, Opera Browser and others
• Mobile app downloads is driven by increase of Indians owning affordable smartphones along with rising number of mobile internet users
• Majority of the apps are downloaded by the people aged between xx to xx years of age
Drivers
 Growth in Smartphone Market
 Increase in Mobile Internet Users
 Growth in E-Commerce Adoption
 Convenience in Using Apps
Challenges
 Security Concerns
 Linguistic Barriers
 Diversity of Handsets and Their Compatibility with The Operating Systems
Major Players
Company 1 Company 2 Company 3 Company 4
Company 5 Company 6 Company 7 Company 8
2

3. Socioeconomic Indicators
Market Overview
Market Influencers
Competitive Landscape
Recent Developments
Appendix
3
Socioeconomic Indicators

4. Mobile Application Market in India 2017
Socioeconomic Indicators
Total Population
4
Population Density
1,500
1,000
500
0
mn X%
2020
k
2019
j
2018
i
2017
h
2016
g
2015
f
2014
e
2013
d
2012
c
2011
b
2010
a
0
100
200
300
400
500
Persons per sq. km
e1
2013
d1
2012
c1
2011
b1
2010
a1
j1
2018
i1
2017
h1
2016
g1
2015
f1
2014
k1
2020
Y%
2019

5. Mobile Application Market in India 2017
Market Definition & Structure
5
Mobile Application
Web App xxxx
Market Definition
• A mobile app is a software application, developed specifically for use on small, wireless computing devices, such as smartphones and tablets, rather than desktop or laptop computers
• It comes preloaded on the handled device as well as can be downloaded by users from app stores or the internet
• There are three different category of mobile application: Web App, Native App and Hybrid App
• Mobile apps cater general consumers as well as institutional users
• The apps represent a variety of categories including social games, entertainment, shopping, music travel, travel, communication, business and more
• xx• xx • xx

6. Mobile Application Market in India 2017
App Characteristics – Based on Types
6
Features of Mobile Application – Based on Types
Native HTML5 / Web App Hybrid
App Features
Graphics xx xx xx
Performance xx xx xx
Native Look and Feel xx xx xx
Distribution xx xx xx
Device Access
Camera xx xx xx
Notifications xx xx xx
Contacts, calendar xx xx xx
Offline storage xx xx xx
Geolocation xx xx xx
Gestures
Swipe xx xx xx
Pinch, spread xx xx xx
Connectivity xx xx xx
Development Skills xx xx xx

7. Mobile Application Market in India 2017
Evolution of Mobile Applications Platform
7
• xx
 xx

8. Mobile Application Market in India 2017 8
• xx • xx • xx
Communication Games Multimedia
• xx • xx • xx
Productivity Travel Utilities
Mobile Applications – Based on Usage
Classification of Mobile Apps – Based on Usage
Note : The above list is not exhaustive

9. Mobile Application Market in India 2017 9
Convenient to Use
• Mobile users can download the mobile app in their mobile devices and use them whenever they want, helping them to save time
• xx
Accessibility
• Mobile apps provide mobile accessibility to software applications of various nature on portable devices regardless of location
• xx
Notifications
Advantages of Mobile Apps
Advantages of Mobile Application For Consumers
• Consumers receive instant notifications about special offers and promotions related to the app instantly which keeps them well informed about the app
whereabouts
• xx
Online Shopping
• There are different mobile apps for online shopping purpose
• xx
Personalization
• There is a huge amount of information, services and applications that is currently available on the Internet, and the relevance of information users receive is very
important
• xx

10. Mobile Application Market in India 2017 10
Social Integration
• Social integration is the current trend which comes in the form of social networking sites such as, Facebook, Twitter, LinkedIn and Whatsapp
• xx
Business
Communication
Advantages of Mobile Application For Business Entities
• Mobile apps not only impact internal members of a business organization, it also helps in communication between buyers and sellers
• xx
Advantages of Mobile Apps (Continued)

11. Mobile Application Market in India 2017
Market Overview – Global
11
Mobile App Market Size & Growth Forecast
0
100
200
300
bn
xx
xx
2015
xx
2016e
Xx%
2020e
• Globally, mobile app market size in terms of value is projected to grow at a CAGR of xx% to reach INR xx bn by 2020 from INR xx bn in 2015
 Total time spent in apps grew by xx% on Android phones from 2014 to 2015, because apps are increasingly becoming an important resource for communication, entertainment, shopping and
productivity
• Mobile app downloads is estimated to grow at a CAGR of xx% to reach xx bn by 2020, due to increase in smartphone penetration in emerging markets, such as India, Mexico, Brazil
and Indonesia
 Much of the growth will be a function of developers tapping inherent needs unique to each region
 China drives the most downloads and is expected to be the greatest contributor towards app downloads through 2020
• xx
Current Market Scenario
0
2,000
4,000
6,000
8,000
INR bn
2015
xx
xx
2016e
Xx%
2020e
xx
Value-wise Market Size & Growth Volume-wise Market Size & Growth
App DownloadsGross Revenue

12. Mobile Application Market in India 2017
Market Segmentation – Global
12
Apps Non Games and Games Forecast – Annual Download Wise (bn)
Apps Non Games and Games Forecast – Annual Gross Revenue Wise (INR bn)
• Non game app downloads are projected to grow at a CAGR of xx% exceeding xx bn in 2020
• Globally, the popularity of social media is driving mobile consumers to spend about 2 hours or
more per day on social and messaging apps
• Games are a significant driver for downloads, summing xx bn downloads and accounting for xx%
of overall downloads across app store
• xx
xx xx
Games
Apps (Non-Games)
xx xx
2015 2020e
• Revenue from non game apps is expected to grow xx times to INR xx bn in 2020
• In 2015, games generated ~xx% of the app market revenue, representing a total of INR xx bn
• It is expected that games category will grow to INR xx bn in 2016 and INR xx bn in 2020
• xx
xx
xx
Apps (Non-Games)
Games
xx
xx
2015 2020e

13. Mobile Application Market in India 2017
Market Overview – Indian
13
Mobile App Market Size & Growth Forecast
20.1
7.7
0
5
10
15
20
25
bn
Xx%
2020e2016e
• Indian mobile app market size in terms of value is projected to grow at a CAGR of xx% to reach INR xx bn by 2020 from INR xx bn in 2014
 Mobile app business is powered by three models – paid, in-app purchase and advertising
 With in-app purchase mobile app users can install an app for free and then later pay for additional functionality or to remove embedded app, thereby allowing app revenue to grow year after year
• Mobile app downloads is estimated to grow at a CAGR of xx% to reach xx bn downloads by 2020 from xx bn downloads in 2016
 Increase in the number of mobile internet users along with the increase in usage of smartphones is driving mobile app downloads
 The app economy is also driven by time spent by users on mobile apps
 xx
Current Market Scenario
0
50
100
150
200
xx
2016
xx
2015
xx
2014
xx
INR bn
Xx%
2020e2017e
xx
2018e
xx
xx
2019e
Value-wise Market Size & Growth
App Downloads
Volume-wise Market Size & Growth
Revenue from Paid Apps

14. Mobile Application Market in India 2017
Growth in Time Spent on App Downloads – India
14
Growth in App Usage – Category – Wise Segmentation (2016)
-50
0
50
100
150
200
-xx
% y-o-y Growth
xxxxxxxx
xx
xx
xx
xx
xx
Lifestyle & Shopping Personalisation
GamesNews & Magazines
Health & Fitness
Messaging & Social
Photography
Utilities & Productivity
Business & Finance
Music, Media & Entertainment
• The category that dominates app downloads in India is music, media and entertainment with xx% y-o-y increase in usage
 Growing phablet usage and better internet connectivity has triggered the usage of such category of apps
• Indians spent xx hours a day on apps in the first three months of 2017 which is higher than US, UK, Germany and France, where time spent on apps were xx-xx hours per day
 Time spent in apps globally increased to nearly xx tn hours in 2016 with an average usage of xx apps per day, where as Brazil, China and India led with over xx apps per day
• xx

15. Mobile Application Market in India 2017
Market Overview – Android Apps
15
Mobile Network Distribution When Downloading Apps in India
Xx% Xx%
Xx%
Xx%
3G2G 4GWifi
0
10
20
30
40
50
xx
xx
xx
xx
GamesAll Apps
• Despite slow internet connectivity and increasing penetration of 3G / 4G smartphones, majority of Android apps are still downloaded using 2G in India
• Android smartphones users in India have an average xx apps installed, which is much lesser than the global average of xx apps
• In India, xx% of the apps that are downloaded daily are gaming apps
• Indian app downloads from Google Play Store increased from xx bn in 2015 to xx bn in 2016
• xx
Preferred App Downloading Network Average Apps / Games Installed Daily
India Global

16. Mobile Application Market in India 2017 16
India’s Top 10 E -Commerce Apps (2015)
Applications App Downloads User Reviews Average Ratings
Flipkart xx – xx mn xx mn xx star
Myntra xx – xx mn xx xx star
Amazon xx – xx mn xx xx star
Snapdeal xx – xx mn xx xx star
PayTm xx – xx mn xx xx star
Ola xx – xx mn xx xx star
Uber xx – xx mn xx xx star
Jabong xx – xx mn xx xx star
Shopclues xx mn xx xx star
Meru xx – xx mn xx xx star
Popular E-Commerce Android Apps
Note: Based on Data from Google Inc.’s Play Store

17. Mobile Application Market in India 2017 17
India’s Top 25 Android Applications by Usage (Apr 2015)
Rank App Category
1 xx Tools
2 xx Tools
3 xx Communication
4 xx Multiple
5 xx Media and Video
6 xx Social
7 xx Communication
8 xx Communication
9 xx Tools
10 xx Entertainment
11 xx Business
12 xx Communication
13 xx Media and Video
Rank App Category
14 xx Lifestyle
15 xx Communication
16 xx Communication
17 xx Social
18 xx Social
19 xx Sports
20 xx Tools
21 xx Shopping
22 xx Productivity
23 xx Media and Vault
24 xx Communication
25 xx Shopping
Popular Android Apps – By Usage

18. Mobile Application Market in India 2017 18
India’s Top 25 Installed Android Applications (Apr 2015)
Rank App Category
1 xx Multiple
2 xx Communication
3 xx Media and Video
4 xx Communication
5 xx Media and Video
6 xx Social
7 xx Communication
8 xx Shopping
9 xx Communication
10 xx Entertainment
11 xx Tools
12 xx Shopping
13 xx Communication
Rank App Category
14 xx Communication
15 xx Communication
16 xx Tools
17 xx Shopping
18 xx Tools
19 xx News and Magazine
20 xx Shopping
21 xx Casual
22 xx Entertainment
23 xx Tools
24 xx Communication
25 xx Photography
Popular Android Apps – By Installation

19. Mobile Application Market in India 2017
Market Segmentation – Category-wise
19
Top Grossing Apps India by Category
Xx%
Xx%
Xx%
XX%
XX%
Xx%
Xx%
Xx%
Xx%Xx%
Xx%
Xx%
Xx%
Xx%
Xx%
Xx%
Xx%
Sports
Education
Entertainment
Book
Travel
Reference
Medical
News
Navigation
Utilities
Music
Productivity
Photo and Video
Lifestyle
Health and Fitness
Social Networking
Games
• Gaming apps are considered to be the most important driver for app downloads
as well as revenue generation
 Top xx popular and best Android games in India for 2017 are Subway Surfers, Clash of
Clans, Temple Run 2, Teen Patti, Candy Crush Saga, 8 Ball Pool, Pokemon Go, Hill
Climb Racing, Doodle Army 2 and Fruit Ninja
 In 2016, the phenomenal success of Niantic Inc.’s Pokémon GO further increased the
usage of gaming apps in the country
 Indian players have started to invest more time in gaming and paying for in-app
purchases, which will drive the gaming app market to grow at a CAGR of xx% to reach
~ INR xx bn in 2020
• xx

20. Mobile Application Market in India 2017
Market Segmentation – Free Vs. Paid App Downloads
20
Top Grossing Apps Free vs Paid Download in India
Xx%Xx%
Paid Apps
Free Apps Xx%
Xx%
Xx%
Xx%
Xx%
Xx%
xx% Xx%
Xx%
INR xx
INR xx
INR xx
INR xx
Others
INR xx
INR xx
INR xx
INR xx
Download Prices of the Top Grossing apps
“Others” represent all price points used by 1% of apps
• 17% of the overall apps downloaded are paid apps while xx% are freely downloaded
• Popular paid Android apps are ‘Nova Launcher Prime’, ‘Zooper Widget Pro’, ‘Talon for Twitter’, ‘Relay for Reddit’, ‘PocketCasts’, ‘Power Ramp’, ‘MX Player Pro Manual Camera’,
Photo Studio Pro, ‘Unified Remote Full’, ‘Tasker ‘, ‘Business Calender’, ‘Pushbullet’ and others
• Popular paid iPhone apps are ‘Alarmy Pro’, ‘Enlight’, ‘Facetune’, ‘Hot Schedules’, ‘Full Fitness’, ‘Tabs and Chords by Ultimate Guitar’, ‘LightX’ and others
• India’s most popular third-party app store, daily apps download have increased 16% in H1 2016 (Jan – Jun)
• xx

21. Mobile Application Market in India 2017
Market Segmentation – Gender-wise Distribution
21
Mobile App Download – Gender-wise Distribution
• In 2016, both in urban and rural India, the share of male internet users is considerably higher than female users
• As a result, the proportion of male users downloading mobile apps is also higher than female users both in case of existing users as well as new users
Xx%
Xx%
Xx%
Xx%
Xx%
Xx%
Male Female
Xx%
Xx%
Mobile App Download – Existing User (2015) Internet Users Share in Urban India (2016)
Mobile App Download – New User (2015) Internet Users Share in Rural India (2016)

22. Mobile Application Market in India 2017
Market Drivers
22
Market Size & Growth Forecast (Smartphone Shipment)
0
50
100
150
200
250
xx
Xx%
2015
mn units
+Xx%
2020e
xx
2019e
xx
2018e
xx
2017e
xx
2016e
xx
• Mobile application market is directly linked with the development of overall smartphone market and growth in internet users
• India has overtaken the U.S. to become the fastest growing smartphone market in the world, which indicates the fast pace of mobile app adoption in the country
• xx
Growth in Smartphone Market

23. Mobile Application Market in India 2017
Market Challenges
23
• Increase in the sales of smartphones has also led to a growth in the number of malicious practices
• With personal data being stored and shared across apps and devices, it has become important that performance and security testing of apps on cloud is given
serious attention
• xx
Security Concerns

24. Mobile Application Market in India 2017
Competition
24
List of Major Players
Name Website
Company 1
Company 2
Company 3
Company 4
Company 5
Company 6
Company 7
Company 8
Company 9
Company 10

25. Mobile Application Market in India 2017 25
Company Information
Products and Services
Category Products/Services
XX XX
Corporate Address
Tel No.
Fax No.
Website
Year of Incorporation
Stock Exchange : Ticker
Key People
Name Designation
Person 1 Chairman and Managing Director
Person 2 Chief Executive Officer
Person 3 Group President
Person 4 Chief Financial Officer
Business Description
• XX
Public: Domestic Company – Company 1

26. Mobile Application Market in India 2017 26
Key Ratios
Particulars 2013 2014 2015 2016
Profitability Ratios
Gross Margin %
Net Income Margin %
EBITDA Margin %
EBITA Margin %
EBIT Margin %
Return on Assets %
Return on Capital %
Return on Equity %
Return on Common Equity %
Liquidity Ratios
Current Ratio
Quick Ratio
Leverage Ratios
Total Debt/Equity
Total Debt/Capital
Interest Coverage
Efficiency Ratios
Total Asset Turnover
Fixed Asset Turnover
Accounts Receivable Turnover
Inventory Turnover
Financial Snapshot
Key Financial Performance Indicators
Indicators Value (13/02/2017)
Market Capitalization (INR mn)
Total Enterprise Value (INR mn)
EPS (INR)
PE Ratio (Absolute)
Net Profit / LossTotal Income
0
500
1,000
1,500
0
10
20
30
40
50
60
INR mnINR mn
FY 2016
XX
XX
FY 2015
XX
XX
FY 2014
XX
XX
FY 2013
XX
XX
Public: Domestic Company – Company 1 (Continued)

27. Mobile Application Market in India 2017 27
Key Business Segments Key Geographic Segments
0%
20%
40%
60%
80%
100%
FY 2016
XX%
FY 2015
XX%
FY 2014
XX%
XX%
XX%
FY 2013
Xx%
XX%
100%
80%
60%
40%
20%
0%
FY 2016
Xx%
Country 1Segment 4Segment 3Segment 2Segment 1
Public: Domestic Company – Company 1 (Continued)
Company 1 has been operating solely
in Country 1 over the last four years

28. Mobile Application Market in India 2017 28
Company Information
Corporate Address
Tel No.
Fax No.
Website
Year of Incorporation
Business Description
• XX
Private: Domestic Company – Company 2
Products and Services
Category Products/Services
XX XX
XX XX
XX XX
XX XX
XX XX
Key People
Name Designation
Person 1 Chief Executive Officer
Person 2 Chief Operating Officer
Person 3 Head – Operations
Person 4 Chief Marketing Officer

29. Mobile Application Market in India 2017
Recent Developments
29
Date Category Description Impact
Feb 22, 2017 Collaborations & Partnerships Low
Feb 01, 2017 Product Launch Low
Dec 19, 2016 Regulatory High
Dec 15, 2016 Regulatory Medium

30. About Netscribes, Inc.
Netscribes, Inc. 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, Inc. 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, “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.
Thank you for your attention
Phone: +91 33 4027 6243/6222; +91 33 4027 6200/6207; +91 22 4098 7600
E-Mail: researchonindia@netscribes.com
Mobile Application Market – India report is part of Netscribes’ Technology Series.
For any queries or customized research requirements, contact us at:
Research on India is a product of Netscribes (India) Pvt. Ltd. It is dedicated to disseminating information and providing quick insights on “hot”
industries in India and other emerging markets.
30