For the complete report, get in touch with us at : info@netscribes.com India houses 811.6 mn mobile subscribers. This huge subscriber base is split in 66:34 between rural and urban users respectively. With growing adoption of mobile devices across the varied levels of consumers, mobile as a medium for marketing and promotion provides the maximum reach in the country. Country where mobile penetration is higher than PC penetration, mobile as a digital media is most promising for marketing and promotion. India with the huge mobile subscriber base ensures better outcome with marketing activities. The report begins with ‘Introduction’ section covering overview of Mobile Marketing which provides basic idea of the technology and brief details regarding mobile marketing activities. The ‘Mobile Marketing Overview’ section elaborates global & domestic market state of mobile marketing. It is accompanied by a plethora of qualitative and statistical information regarding the state of mobile marketing in countries. The domestic overview section consists of information regarding market of mobile marketing and mobile advertising amongst others. The section discusses regarding the various mobile marketing elements, mobile marketing ecosystem and framework. The section ends with elaboration on mobile marketing benefits and value chain. It is followed by ‘Drivers & Challenges’ section elaborating the major furtherance & impediments for mobile marketing in India. Both the ‘drivers’ and ’challenges’ are equally stressed upon to provide clear idea regarding the probable obstacles and rewards in the line of business and help vendors take necessary measures. Demand for mobile contents from consumers is escalating in India. Youth from both urban and rural areas are comfortable with mobile technology, accelerating mobile revolution in the country. With domestic mobile manufacturers offering more smartphones at affordable price, the popularity and usage will further increase in the coming years. Next the recent developments and prominent trends in the market are illuminated under ‘Market Trends’ section. The report continues with ‘Market Opportunity’ section where potential verticals for mobile marketing in India are elaborated. In the section, specific verticals have been highlighted with information regarding each of their market state and opportunity areas for mobile marketing. The section also consists of information regarding specific opportunity areas relevant to mobile marketing. In the ‘Mobile Marketing Player Profiles’ section, the key mobile marketing service providers are profiled. It provides information such as corporate & business highlights covering operational & recent information regarding each company’s contact information, location, key product and service offerings and key contacts. It also provides financial performance for a period of time including revenue and profit,

1. Mobile Marketing in India
Mobile Marketing in India
June 2012

2. Executive Summary
 Domestic market of mobile marketing, which is largely dominated by segment1, is valued at
INR x1 bn in 20‐‐
Market  Market size of the segment2 in India was approximately INR x2 bn in 20‐‐ and it is predicted to
grow at a CAGR of x3%
grow at a CAGR of x3%
Drivers: Challenges:
 Rising Mobile Device Adoption and  Affordability of Next Generation
Drivers & Wireless Subscriber Base Mobile Networks
Challenges  Rising Usage of Mobile VAS Applications
Rising Usage of Mobile VAS, Applications  Low Smartphone & Tablet Penetration
Low Smartphone & Tablet Penetration
and Online Contents in Rural Areas
 High Affordability
 Introduction and Availability of Next
Generation Cellular Networks
 Trend1
Market Trends  Trend2
 Trend3
Major Players
Mobile
2ergo Group Affle Pte Gingersoft Media
Marketing
Player Profile InMobi Komli Media Vserv Digital Services
MOBILE MARKETING IN INDIA 2012.PPT 2

3. •Introduction
•Mobile Marketing Overview
M bil M k ti O i
•Drivers & Challenges
•Market Trends
•Market Opportunities
•Mobile Marketing Player Profiles
•Strategic Recommendations
Strategic Recommendations
•Appendix
MOBILE MARKETING IN INDIA 2012.PPT 3

4. Introduction
Mobile Marketing Overview
•Mobile marketing is the act of using mobile devices such as cellular phones & Tablet PCs as a medium to
deliver marketing and promotional messages
•With rising competition and growing need for customer acquisition, newer mediums & methods of
marketing 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 & relevant geological location
interests, demographical characteristics & relevant geological location
•With exponentially growing num3ber of active mobile devices and usage trends of mobile services &
Value Added Services (VAS), India is rapidly becoming one of the most attractive market for mobile
marketers & advertisers
Mobile Marketing Activities
Activity1
A ti it 1 Activity2
A ti it 2 Activity3
A ti it 3 Activity4
A ti it 4 Activity5
A ti it 5 Activity6
A ti it 6
MOBILE MARKETING IN INDIA 2012.PPT 4

5. Trend of allocating smaller amount of the overall marketing
budget to mobile media by marketers is rapidly changing
Market Overview – India
• Domestic market of mobile marketing, which is largely dominated by segment1, is valued at INR x1 bn in 20‐‐
• The trend of using other elements such as branding and promotion also exist but their contribution in overall mobile marketing
spending is negligible
spending is negligible
• Market size of the segment2 in India was approximately INR x2 bn in 20‐‐ and it is predicted to grow at a CAGR of x3%
• Total number of mobile subscribers in India has surpassed that of the Internet users making the cellular medium more
promising for marketing, advertising & promotional activities
 Present number of mobile phone subscribers in India is over x4 mn as
p
 Roughly x5 mn mobile subscribers use mobile internet in India which is the largest in the Asian sub‐continent
• Mobile marketing is slowly picking up pace in India with adoption of 3G, increasing penetration of mobile devices as
currently marketers allocate a very negligible part of the marketing budget for mobile campaigns
 With increasing awareness regarding the benefits and cost advantages over o, companies are inclining more towards mobile marketing
Mobile Marketing – Market Size Mobile Advertising – Market Size
INR bn y5 INR bn
Z1% y10
Z2%
y4
y9
y3 y8
y2 y
y7
y1 y6
20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐
MOBILE MARKETING IN INDIA 2012.PPT 5

6. Mobile Marketing Value Chain
Marketing Planning & Content Creation
Solution1
presentative
Element5
Solution2
Solution4
ient)
Element6
El t6
(Cli
Brand Rep
Element1 Element2
Solution3
Element3 Element4
Portable
Cellular Phone Tablet PC
Media Player
Target Consumer (Via Devices) Mobile Networks & Wi‐Fi Broadcast
MOBILE MARKETING IN INDIA 2012.PPT 6

7. Drivers & Challenges
Drivers
Rising Mobile Device Adoption and
g p
Wireless Subscriber Base Challenges
Rising Usage of Mobile VAS, Affordability of Next Generation
Applications & Online Contents Mobile Networks
High Affordability Low Smartphone & Tablet Penetration
L S h & T bl P i
in Rural Areas
Introduction and Availability of Next
Generation Cellular Networks
Increase in Disposable Income and
Economic Advancement
MOBILE MARKETING IN INDIA 2012.PPT 7

8. Market Trends
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MOBILE MARKETING IN INDIA 2012.PPT 8

9. Market Opportunity ‐ Verticals (‐/‐)
• Digital media is being embraced by marketers as an efficient tool for promoting goods and services across
the country with higher reach and ability to market product based on location and interest
• The major industries where mobile marketing hold immense opportunities are briefed below
• Sector1 consists of segmentx1, segmentx2, segmentx3, segmentx4 and segmentx5
• Market size of the sector can be presented in the combined form of INR x1 tr and x2 mn unit consumption per
Sector1 annum as of 20‐‐
• Mobile marketing can be implemented by processx1, benefitx1, usagex1 and applicationx1
• Sector1 consists of segmenty1, segmenty2, segmenty3, segmenty4 and segmenty5
• Market size of the sector can be presented in the combined form of INR y1 tr and y2 mn unit consumption per
Sector2
annum as of 20‐‐
• Mobile marketing can be implemented by processy1, benefity1, usagey1 and applicationy1
Mobile marketing can be implemented by processy1, benefity1, usagey1 and applicationy1
• Sector1 consists of segmentza1, segmentz2, segmentz3, segmentz4 and segmentz5
• Market size of the sector can be presented in the combined form of INR z1 tr and z mn unit consumption per
Sector3 annum as of 20‐‐
• Mobile marketing can be implemented by processz1, benefitz1, usagez1 and applicationz1
• Education sector consists of schooling, higher education (graduation, post‐graduation & PhD programs) and
vocational education (professional and specialized education)
Sector4 • It
Its market size can be presented in the combined form of INR 2.4 tr and 450 mn students/annum as in 2011
k t i b t d i th bi d f f INR 2 4 t d 450 t d t/ i 2011
• With increased usage of mobile devices amongst academics and aspiring candidates, mobile marketing can be
beneficial for educational products and services
MOBILE MARKETING IN INDIA 2012.PPT 9

10. Public: Domestic Company – Company1 (‐/‐)
Company Information Offices and Centres – India
Adress line1
Corporate Address Adress line2
City. Country
y y
Tel No. +91‐ ‐‐‐ ‐ ‐‐‐‐‐
City Name
Fax No. ++91‐ ‐‐‐ ‐ ‐‐‐‐‐
Website www.‐‐‐‐‐‐.com
Year of Incorporation 19‐‐
Ticker Symbol ‐‐‐‐‐‐
Stock Exchange Exchange1 Head Office
Products and Services
Products and Services
Category Products/Services
Key People
Name
N Designation
D i ti
• Mobile Advertising
Services
• Mobile Marketing Mr. X Chief Executive Officer
Mr. Y Chief Financial Officer
Mr. Z Chief Operating Officer
MOBILE MARKETING IN INDIA 2012.PPT 10

11. Public: Domestic Company – Company1 (‐/‐)
Financial Snapshot
i i lS h Key Ratios
K i
Revenue Total Income Net Profit/Loss Profit y‐o‐y change
Particulars 2011 2010 2009 2008
INR mn INR mn (2011‐10)
150
c4
8 Profitability Ratios
Operating Margin 2.23 0.74% ‐1.49% ‐9.59% ‐10.70%
c2 c3 6
100 Net Margin ‐34.74 ‐35.26% ‐0.51% 1.00% ‐37.12%
c1 4 Profit Before Tax Margin ‐53.05 ‐53.57% ‐0.51% ‐25.32% ‐12.44%
50 Return on Equity ‐10.93 ‐11.06% ‐0.14% 0.21% ‐5.79%
2
Return on Capital Employed 0.18 0.06% ‐0.12% ‐0.55% ‐0.48%
0 0
Return on Working Capital 78.72 77.98% ‐0.74% 0.18% ‐3.99%
20-- 20-- 20-- 20-- Return on Assets ‐2.26 ‐2.29% ‐0.04% 0.05% ‐1.56%
Return on Fixed Assets
Financial Summary ‐2.88 ‐2.94% ‐0.06% 0.09% ‐2.98%
Cost Ratios
• The company incurred a net profit of INR a1 mn in FY 20‐‐, as Operating costs (% of Sales) ‐2.95 99.22% 102.16% 112.14% 113.76%
compared to net profit of INR a2 mn in FY 20‐‐ Administration costs (% of
1.04 18.03% 17.00% 15.75% 18.00%
Sales)
• The company reported total income of INR a3 mn in FY 20‐‐,
Interest costs (% of Sales)
( ) 20.57 63.33% 42.77% 45.59% 29.69%
registering an increase of a4 per cent over FY 20‐‐
registering an increase of a4 per cent over FY 20
Liquidity Ratios
• The company earned an operating margin of a5 per cent in FY 20‐‐, Current Ratio ‐54.82% 0.82 1.81 4.42 7.13
an decrease of a6 percentage points over FY 20‐‐ Cash Ratio ‐96.41% 0.19 5.34 2.99 5.66
• The company reported debt to equity ratio of a7 in FY 20‐‐, an Leverage Ratios
increase of a8 per cent over FY 20‐‐ Debt to Equity Ratio 45.86% 3.82 2.62 2.92 2.72
Debt to Capital Ratio
D bt t C it l R ti 6.85%
6 85% 0.75
0 75 0.70
0 70 0.72
0 72 0.71
0 71
Key Financial Performance Indicators Interest Coverage Ratio 124.52% 0.01 ‐0.05 ‐0.27 ‐0.46
Indicators Value (‐‐/‐‐/20‐‐) Efficiency Ratios
Market Capitalization (INR mn) 10,985 Fixed Asset Turnover ‐9.25% 0.08 0.09 0.07 0.06
Asset Turnover 18.69% 0.06 0.05 0.04 0.03
Total Enterprise Value (INR mn) 87,544
Current Asset Turnover 5.19% 0.47 0.45 0.11 0.07
EPS (INR)
EPS (INR) 48.39 Working Capital Turnover ‐308.15% ‐2.08 1.00 0.14 0.08
PE Ratio (Absolute) 66.9 Capital Employed Turnover 58.09% 0.29 0.19 0.16 0.12
Improved Decline
MOBILE MARKETING IN INDIA 2012.PPT 11

12. Public: Domestic Company – Company1 (‐/‐)
Key Business Segments Key Geographic Segments
Product1 Product2 Product3 India Outside India
100% 100%
50% 50%
0% 0%
20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐ 20‐‐
Key Information
Description Details
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Overview • bbbbbbbbb
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• It provides advertising, merchant, and publisher programs to mobile phone users and advertisers
Extended Product
• The company also operates wireless community myGamma, an advertising network that serves ads on
Portfolio mobile publisher sites in the Americas, Europe, Asia, Africa, and the Middle East
MOBILE MARKETING IN INDIA 2012.PPT 12

13. Private: Domestic Company – Company1 (‐/‐)
Company Information Offices and Centres – India
Adress line1
Corporate Address Adress line2
City. Country
y y
Tel No. +91‐ ‐‐‐ ‐ ‐‐‐‐‐
City Name
Fax No. ++91‐ ‐‐‐ ‐ ‐‐‐‐‐
Website www.‐‐‐‐‐‐.com
Year of Incorporation 19‐‐
Ticker Symbol ‐‐‐‐‐‐
Stock Exchange Exchange1 Head Office
Products and Services
Products and Services
Category Products/Services
Key People
Name
N Designation
D i ti
• Mobile Advertising
Services
• Mobile Marketing Chief Executive Officer and Chief
Mr. X
Operations Officer
Mr. Y President of Sales and Marketing
MOBILE MARKETING IN INDIA 2012.PPT 13

14. Private: Domestic Company – Company2 (‐/‐)
Financial Snapshot
i i lS h Key Ratios
K i
y‐o‐y change
Particulars 2011 2010 2009 2008
Revenue (2010‐09)
Revenue Profit / Loss Profit
Profitability Ratios
INR mn INR mn Operating Margin ‐5.75 59.76% 65.51% 75.51% 84.64%
z2
z4 Net Margin ‐0.65 20.94% 21.58% 35.03% 43.42%
z3 Profit Before Tax Margin 4.60 27.02% 22.41% 37.00% 46.07%
Return on Equity ‐0.44 16.63% 17.07% 44.01% 30.53%
Return on Capital Employed ‐3.04 57.06% 60.09% 121.39% 108.12%
z1 Return on Working Capital ‐12.19 22.76% 34.95% 62.37% 51.28%
Return on Assets ‐0.41 16.59% 16.99% 43.60% 30.45%
Return on Fixed Assets 14.16 93.08% 78.92% 166.10% 98.92%
Cost Ratios
20‐‐ 20‐‐ 20‐‐ 20‐‐ Operating costs (% of Sales) 5.58 36.86% 31.28% 22.96% 11.18%
Administration costs (% of
‐3.68 14.87% 18.56% 18.79% 21.10%
Financial Summary Sales)
Interest costs (% of Sales)
Interest costs (% of Sales) ‐0.01
‐0 01 0.04%
0 04% 0.05%
0 05% 0.00%
0 00% 0.18%
0 18%
• The company incurred a net profit of INR x1 mn in FY 20‐‐ Liquidity Ratios
Current Ratio 19.05% 5.28 4.44 4.10 2.32
, as compared to net profit of INR x2 mn in FY 20‐‐
Cash Ratio ‐19.59% 2.29 2.85 1.75 1.04
• The company reported total income of INR x3 mn in FY Leverage Ratios
, g g p
20‐‐, registering an increase of x4 per cent over FY 20‐‐ Debt to Equity Ratio N.A. N.A. N.A. N.A. N.A.
Debt to Capital Ratio N.A. N.A. N.A. N.A. N.A.
• The company earned an operating margin of x5 per cent Interest Coverage Ratio 25.57% 1791.20 1426.42 #DIV/0! 488.03
in FY 20‐‐, a decrease of x6 percentage points over FY 20‐‐ Efficiency Ratios
Fixed Asset Turnover 20.70% 4.21 3.49 4.65 2.17
Asset Turnover ‐0.12% 0.75 0.75 1.22 0.67
Current Asset Turnover
Current Asset Turnover ‐30.24%
30.24% 0.83 1.20 1.32 0.64
Working Capital Turnover ‐33.35% 1.03 1.54 1.75 1.13
Capital Employed Turnover ‐0.31% 0.75 0.75 1.23 0.67
Improved Decline
MOBILE MARKETING IN INDIA 2012.PPT 14

15. Private: Domestic Company – Company2 (‐/‐)
Key Information
Description Details
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Overview • bbbbbbbbb
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• The company offers advertising formats and targeting capabilities for mobile Web,
applications and games, videos, and 3G video voice portals, as well as media mobile
applications and games videos and 3G video voice portals as well as media mobile
Extended Product campaigns
Portfolio
• Its application analytics provides real‐time accurate data to developers about how
consumers are using their mobile applications
MOBILE MARKETING IN INDIA 2012.PPT 15

16. Strategic Recommendations (‐/‐)
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Recommendation1
X Recommendation2
X
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Recommendation3
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MOBILE MARKETING IN INDIA 2012.PPT 16

17. Thank you for the attention
The Mobile Marketing – India 2012 report is a part of Netscribes’ Telecom & Consumer
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MOBILE MARKETING IN INDIA 2012.PPT 17