For the complete report, get in touch with us at : info@netscribes.com Mobile applications are rapidly gaining popularity due to huge number of mobile devise and newer device adoption such as Tablet PC. Mobile apps are mostly light-weight and economically viable solution for not only entertainment purpose but also for business and other productivity use. With more and more publishers including the mainstream software companies entering the market and projection of mobile device adoption to grow by manifold, mobile app market is expected to witness significant growth in India. The report begins with ‘Introduction’ section covering overview regarding mobile applications (apps) which provides basic idea regarding the mobile platform and app technology with some details regarding the various devices it caters to. The ‘Market Overview’ section elaborates global & domestic market state of mobile application. It also provides statistical information regarding global mobile app download, global revenue, number of mobile app stores and other related information. The section also elaborates details regarding mobile app store structure, top mobile app categories and growth and prospect of smartphones and featurephones in various regions. It also elaborates the value chain of mobile app from development to digital publishing. Statistical information such as mobile VAS revenue in India, mobile ad spending, various form of mobile ads associated with mobile apps are also discussed in the section. The section closes with advantage of mobile applications elaborating various reasons of sudden adoption and mass interest in the same and essential features of mobile apps where ideal features are discussed briefly. It is followed by ‘Scope in India’ section which discusses scope of mobile apps in verticals or sectors. Specific sectors have been highlighted with information regarding each of their market state and opportunity areas in the sectors for mobile apps. The report continues with ‘Drivers & Challenges’ section elaborating the major furtherance & impediments for mobile app adoption 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. In the ‘Major Application Players’ section the major mobile app vendor operating in India or serving India have been profiled. It provides information such as corporate & business highlights covering operational & recent information regarding mobile application solutions and offerings, related services & strategic moves regarding the same. It also provides financial performance for a period of time and key contacts for each of the players. Key business segment and key geographic segment for each player are provided as well to provide further clear idea regarding the companies. Also specific areas of opportunity for mobile application in

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Mobile Application Market in India
January 2012

2. Executive Summary
Mobile app market is estimated to be valued around INR x1-x2 bn in India as in Sep 20--
M-VAS currently valued at INR x3 bn in Mar 20--, is expected to reach INR x4 bn in 20--
Market Mobile advertising is another prospective area which can take advantage of the mobile
applications with features such as location and interest based in-app ads, fetching higher
revenue for mobile apps
Drivers: Challenges:
Burgeoning Mobile Device Adoption Lack of Awareness
Drivers & Increase in Disposable Income Lack of Regional Language Support
Challenges Colossal Wireless Subscriber Base Low Smartphone & Tablet Penetration
Introduction of 3G Network in Rural Areas
Growing Demand for Rich Mobile Contents
& Social Networking Trends
Trend 1
Trends &
Developments Trend 2
Trend 3
Major Mobile Application Players
Player 1 Player 2 Player 3
Competition
Player 4 Player 5 Player 6
MOBILE APPLICATION MARKET IN INDIA 2012.PPT 2

3. •Introduction
•Market Overview
•Scope in India
•Drivers & Challenges
•Mobile Application Players
•Vendor Opportunities
•Trends & Developments
•Strategic Recommendations
MOBILE APPLICATION MARKET IN INDIA 2012.PPT 3

4. Introduction
Mobile Application Overview
•Mobile applications or apps are the lighter version of computer applications meant for mobile devices
such as cellular phones, Tablet PC and portable media players
• Mobile apps cater to the various utility, productivity and entertainment needs of the mobile users
• Mobile applications has become an important aspect for consumers as a selection criteria for buying
mobile devices
• With the variety of mobile applications available for free and nominal price, mobile app market stands a
significant chance of adoption across varied consumer segments
• Mobile apps are not only catering to general consumers but also business and institutional users are
adopting mobile applications
Mobile Devices
Mobile Phone Tablet PC Portable Media Player
Mobile or cellular phones account for Tablet PCs are portable touch screen Mobile devices which are primarily
both featurephones and smartphones devices which is often used as an meant for mobile entertainment such
capable of multimedia contents alternative to Netbooks and laptops as audio, video & web
MOBILE APPLICATION MARKET IN INDIA 2012.PPT 4

5. Global mobile app revenue is rising rapidly with growing
numbers of element1 and availability of element2
Market Overview – Global
• Globally mobile application market is expected to reach INR a1 bn by 20-- from INR a2 bn in 20--
• Global mobile app downloads is projected to reach a3 bn in 20-- from a4 bn in 20-- with the CAGR of a5%
Mobile app downloads in Asia-Pacific region is expected to reach a6 bn in 20-- from a7 bn in 20--
• In terms of app downloads per capita country1, country2 and country3 leads followed by country4, country5, country6,
country7, country8, country9 & country10 respectively
• Number of mobile app stores rose from approximately b1 in 20-- to nearly b2 in Feb 20-- and rapidly growing
• Mobile networks such as 3G & LTE and wireless services such as Wi-Fi & WiMAX has lead to higher adoption of portable
devices with easy availability of data services and high-speed mobile broadband
• Average Selling Price (ASP) of mobile apps globally is expected to drop from INR b3 in Mar 20-- to INR b4~ in 20--
Mobile Application Download – Global Mobile App Revenue - Global
Volume bn INR bn
200 x6 3,000
150 Z1% y6
2,000 Z2%
x5 y5
100
x4 1,000 y4
50 x3 y2 y3
x1 x2 y1
0 0
2009 2010 2011 2012e 2013e 2014e 2009 2010 2011 2012e 2013e 2014e
MOBILE APPLICATION MARKET IN INDIA 2012.PPT 5

6. Globally featurephones and on-deck app stores are still
absorbing the majority of mobile app activities
Mobile App Store Top Mobile App Categories
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Global Market Share of Smartphone & Featurephone
100%
Featurephone
80%
x2 Smartphone
60% x1 x3 x4 x5
40%
20%
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MOBILE APPLICATION MARKET IN INDIA 2012.PPT 6

7. Mobile Applications Value Chain
Element 1
Element 4
Element 6
Feature Phone
Tablet PC
Element 2 Element 7
Element 5
Smartphone
Element 3 Element 8 Portable Media
Player
Element 10
Element 9
Where applicable
MOBILE APPLICATION MARKET IN INDIA 2012.PPT 7

8. Essential Features of Mobile Applications
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MOBILE APPLICATION MARKET IN INDIA 2012.PPT 8

9. Mobile ad generates a significant part of revenue for the mobile
app publishers
Mobile Application Ad
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MOBILE APPLICATION MARKET IN INDIA 2012.PPT 9

10. Advantages of Mobile Applications
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MOBILE APPLICATION MARKET IN INDIA 2012.PPT 10

11. Scope in India - Across Verticals (1/4)
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MOBILE APPLICATION MARKET IN INDIA 2012.PPT 11

12. Drivers & Challenges
Drivers
Burgeoning Mobile Device Adoption SAMPLE
Increase in Disposable Income
Challenges
Colossal Wireless Subscriber Base Lack of Awareness
Introduction of 3G Network
Lack of Regional Language Support
Growing Demand for Rich Mobile
Low Smartphone & Tablet Penetration
Contents & Social Networking Trends
in Rural Areas
Availability of Technology &
Manpower Supply
Rising Enterprise Mobility Needs
MOBILE APPLICATION MARKET IN INDIA 2012.PPT 12

13. Major Broadband Service Providers (-/-)
Company Snapshot: Company1 (1/2)
Corporate Information Business Highlights
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Financial Performance Key Contacts
Total Revenue Net Profit Name Designation
INR bn INR bn Mr. X Chairman and MD
6 0.6
x4
x2 x3 Mr. X Chief Managing Director
4 x1 0.4
2 0.2 Mr. X Director of Operations
0 0.0 Mr. X Executive Director of Finance
MOBILE APPLICATION MARKET IN INDIA 2012.PPT 13

14. Major Broadband Service Providers (-/-)
Company Snapshot: Company1 (2/2)
Key Business Segments Key Geographic Segments
Software Development and Related Activities India USA Middle East Singapore Others
100% Company filed revenue 100%
under single business
segment
50% 50%
0% 0%
2011 2008 2009 2010 2011
Recent Developments
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MOBILE APPLICATION MARKET IN INDIA 2012.PPT 14

15. Vendor Opportunities
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MOBILE APPLICATION MARKET IN INDIA 2012.PPT 15

16. Some recent developments & trends in mobile apps and
its popular application in the domestic market
Key Trends & Development
Trends & Developments Description
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MOBILE APPLICATION MARKET IN INDIA 2012.PPT 16

17. Strategic Recommendations (-/-)
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Strategic Recommendations1
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Strategic Recommendations2
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MOBILE APPLICATION MARKET IN INDIA 2012.PPT 17

18. Thank you for the attention
The Mobile Application Market in India report is a part of Research on India’s
Telecommunications Series. For more detailed information or customized research
requirements please contact:
Kalyan Banga Our other offerings in the Telecom Series:
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•3G Market in India 2011
•Telecom Market in China 2011
•Smartphone Market in India 2011
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