Smartphone Market in India
December 2018
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Smartphone Market in India 2018
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Executive summary
Market overview
Drivers and
challenges
Market trends
Competitive
landscape
• Globally, smartphone shipment is expected to reach a value of x Bn units by FY 2021, expanding at a compound annual growth rate (CAGR) of x%
between FY 2018 and FY 2021
• By FY 2023, smartphone shipment in India is expected to reach a value of x Mn units, expanding at a CAGR of ~x% from FY 2018
• xx
Drivers
 Increasing disposable income and economic advancement
 Changing demographics and consumer behavior
 Advanced features, applications, and digital content
 Constant reduction in the price of smartphones
Challenges
 Concerns regarding security and privacy
 Battery life of smartphones
 Low penetration of advanced mobile devices in rural areas
• Quad-core and octa-core processors are being installed in devices to provide superior user experience
• xx
Major players
Apple India Private Limited Intex Technologies (India) Limited Lenovo (India) Private Limited
Micromax Informatics Limited Oppo Mobiles India Private Limited Samsung India Electronics Private Limited
2

Socio-economic indicators
Market overview
Market influencers
Competitive landscape
Recent developments
Appendix
3
Trade analysis
Market trends
Government initiatives and investments
Market segmentation

Smartphone Market in India 2018
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Socio-economic indicators
Total population
4
Population density
1,500
1,000
0
500
Mn
2013201220112010 20192018 20202015
x%
2016 20172014
0
100
200
300
400
500
20112010 20152014
Person per sq. km
x%
20132012 2019 202020172016 2018

Smartphone Market in India 2018
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Market definition and structure
5
• A smartphone is a cellular phone with better, faster, and enhanced operating abilities and performance, which were earlier restricted to personal digital assistants (PDAs) and portable
computers
• xx
Mobile phones
Cellphones Feature phones Phablets Smartphones
• Conventional phones which
enable calls, and can be used
to send or receive text
messages
• xx
• Phones with limited
proprietary operating system
(OS) that does not allow third
party applications
• xx
• Mobile devices with a
combination of smartphones
and tablets
• xx
• Mobile devices with high-end
OS, third-party application
marketplace, and high
internet speed
• xx
Focus of Study

Smartphone Market in India 2018
SAMPLESmartphone operating systems
6
Major smartphone platforms
• The platform is designed with competent security features, and is compatible with iPhone, iPad, and iPod
• xx
Apple iOS
Google
Android
• The Android OS was primarily released for smartphones, and was eventually introduced to tablets, and other devices
• xx
Windows 10
Mobile
• This is Microsoft's mobile operating platform, having a similar user interface on their desktops, smartphones, and tablets
• xx
Blackberry
10 OS
• The Blackberry OS is the patented mobile platform, exclusively used by the Blackberry smartphones
• xx

Smartphone Market in India 2018
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Value chain analysis
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Mobile phone manufacturing value chain
R&D , IP
ownership
Design
services
Sourcing and
fabrication
Manufacture
or system
assembly
Configuration
and testing
Distribution
and repair
services
Marketing
and sales
• xx • xx • xx • xx • xx • xx • xx
• While high-end products are imported in the completely built unit (CBU) form, most of the manufacturing happens in the completely knock down/semi knock down (CKD/SKD) form with
some level of localization
• xx

Smartphone Market in India 2018
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Market size and growth forecast (based on shipment)
2.0
1.5
1.0
0.5
0.0
Bn units
x%
FY 2021eFY 2020eFY 2019eFY 2018eFY 2017FY 2016
Global smartphone vendor market share (2018)
Q2 2018 % Share
Global smartphone OS market share
60%
80%
100%
FY 2016 FY 2017 FY 2018e FY 2019e FY 2020e
Android iOS Others
Samsung
Huawei
Apple
Xiaomi
OPPO
Others
Market overview – global
• The global smartphone market is expected to expand at a CAGR of x% between FY 2018 and
FY 2021, to reach a value of x Bn units from its FY 2017 value of x Bn units
• Samsung continues to hold its position as the global leader in the smartphone market with
x% market share, closely followed by Huawei and Apple with x% and x%, respectively
• xx

Smartphone Market in India 2018
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Market overview – India
9
Market size and growth forecast (based on shipment)
• The smartphone market in India is expected to expand at a CAGR of ~x% between FY 2018 and FY 2023, to reach a value of x Mn units, from its FY 2017 value of x Mn units
• The Government of India’s ambitious ‘Make in India’ campaign is encouraging domestic and foreign companies to set up production facilities in the country
• xx
Current market scenario
0
50
100
150
200
250
300
FY 2016 FY 2021eFY 2017 FY 2020eFY 2018e FY 2019e FY 2022e FY 2023e
x%
Mn units

Smartphone Market in India 2018
Market segmentation
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Q1 2018Q2 2018
• Xiaomi leads the Indian smartphone market with ~x% market share, benefitting from its offline channel distribution, and launch of Redmi Note 5 and Redmi 5A in 2018
• Reliance Industries disrupted the feature phone market with its Jio Phone that grew more than x% in Q1 (January-April) 2018
It aggressively priced its starting data plan at INR 49, which acted as a catalyst for its expansion
• xx
Reliance Industries
Samsung
Transsion
Lava
Micromax
Others
Xiaomi
Samsung
Vivo
Oppo
Transsion
Others
Smartphone Feature phone
SAMPLE
Market share of top five Indian smartphone and feature phone companies (2018)

Smartphone Market in India 2018
Government initiatives and investments
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• The Government of India wants the Indian smartphone manufacturers like Karbonn, Micromax, and Lava to manufacture sub-INR 2,000 smartphones to give a
push to the cashless Indian economy, and enable more Indians to afford smartphones so as to accustom themselves with digital transaction procedures
• xx
Development of inexpensive smartphones
Technology platforms launched by the Government of India
• In order to enable cashless transactions across the country, several technology platforms have been launched by the government
• xx
• In 2018, ~x number of factories manufactured mobile phones and its components in India, including many major international smartphone brands
• xx
Make in India
SAMPLE

Smartphone Market in India 2018
SAMPLEExport : HS code
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Export (value)
0
5,000
10,000
15,000
FY 2018FY 2016
INR Mn
FY 2017FY 2015
x%
0
4,000
8,000
FY 2018FY 2016 FY 2017FY 2015
‘000 units
x%
Export (volume)

Television Market in India 2018
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Value-wise segmentation
FY 2017
Volume-wise segmentation
FY 2017
FY 2018
FY 2018
UAE
Hong Kong
Russia
Bhutan
Singapore
Nepal
Others
UAE
China
Hong Kong
Egypt
Bhutan
Saudi Arab
Others
UAE
Nepal
Hong Kong
Sri lanka
Vietnam
Bhutan
Others
UAE
Egypt
Nepal
Hong Kong
China
Bhutan
Others
Export segmentation based on country: HS code

Smartphone Market in India 2018
SAMPLE
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Import (value)
0
100,000
200,000
300,000
400,000
500,000
FY 2018FY 2016
INR Mn
FY 2017FY 2015
x%
0
50,000
100,000
150,000
200,000
FY 2018FY 2016 FY 2017FY 2015
‘000 units
x%
Import : HS code
Import (volume)

Television Market in India 2018
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Value-wise segmentation
FY 2017
FY 2017
FY 2018
FY 2018
UAE
Hong Kong
Russia
Bhutan
Singapore
Nepal
Others
UAE
China
Hong Kong
Egypt
Bhutan
Saudi Arab
Others
UAE
Nepal
Hong Kong
Sri lanka
Vietnam
Bhutan
Others
UAE
Egypt
Nepal
Hong Kong
China
Bhutan
Others
Import segmentation based on country: HS code
Volume-wise segmentation

Smartphone Market in India 2018
Market drivers
16
• Rise in disposable income and per capita
income has revolutionized consumers’
buying and spending patterns toward
mobile devices
• xx
Increasing disposable income and economic
advancement
• E-commerce platforms such as Amazon and
Flipkart, among others, accounted for x%
market share of the total smartphone
distribution sales in the country in 2017
• xx
Exclusive online distribution
• Continued entry of new companies in the
smartphone segment is forcing existing
players to lower their margins and make
phones available at affordable prices
• xx
Constant reduction in prices of smartphones

Smartphone Market in India 2018
Market challenges
17
• Threats like bluejacking, bluesnarfing,
snoopware, and pranking aimed at
smartphones allow cybercriminals to hack
into confidential data, which has developed
averseness among a segment of customers
toward smartphones
• xx
Security and privacy concern
• With increasing penetration of 4G enabled
smartphones in the Indian market,
dissatisfaction with battery life among
consumers is on a rise
• xx
Battery life of smartphones
• The rate of adoption of smartphones and
tablets in the rural parts of the country
(comprising of ~70% of the overall Indian
population) is low, largely due to budgetary
constraints, and poor adaptability rate of
such devices considered byzantine
• xx
Low penetration of advanced mobile devices
in rural areas

Smartphone Market in India 2018
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Market trends
18
Major smartphone market trends
• Smartphone manufacturers are focusing on enhancing the processing
power of smartphones, using quad-core and octa-core processors
• xx
Multi-core processor
• New devices belonging to the mid and high-end segments are being
launched with significant internal memory to provide users with the
flexibility of storing a huge collection of music, HD movies, and games
that require a considerable amount of space
• xx
High internal memory
• High-resolution big touch screen displays allow customers to enjoy
high-resolution videos and movies on their smartphones
• xx
High resolution touch screen display
• Smartphones with unique and attractive appearance, while retaining
quality is one of the prime focus nowadays, thereby leading
manufacturers to focus on its design
• xx
Design

Smartphone Market in India 2018
Porter’s five forces analysis
19
• xx
• xx
• xx
• xx
Competitive rivalry
• xx
Bargaining power
of suppliers
Threat of new
entrants
Bargaining power
of buyers
Threat of
substitutes
SAMPLE

Smartphone Market in India 2018 20
Company information
Corporate address xx
Tel No. xx
Fax No. xx
Website xx
Year of incorporation xx
Business description
• xx
Products and services
Category Products and services
Category 1 xx
Category 2 xx
Key people
Name Designation
Person 1 xx
Person 2 xx
Person 3 Xx
Person 4 xx
Private: domestic company – company A

Smartphone Market in India 2018
Recent developments
21
Date Category Description Impact
December 11, 2018 Product launch High
December 07, 2018 Product launch Medium
December 06, 2018 Product launch Medium
November 28, 2018 Product launch Low

Smartphone Market in India 2018 22
Research methodology
Secondary research
Print media
Annual reports
of companies
Leading
newspapers
Magazines and
journals
Open sources
Company
website
Premium
databases
Electronic
media
• Developed by an internal team of market analysts who track government statistics, consumer and trade association statistics, market research reports, annual company reports and
accounts, directories, press articles from around the world and online databases. The effect of macroeconomic and demographic factors influencing consumer spending patterns have
been considered while analyzing the current market dynamics and predicting growth forecasts.

Smartphone Market in India 2018 23