The summary is: 1) The number of phone launches in India reduced for the first time in three years in H1 2016, with the mid-range (Rs. 10k-20k) segment getting the most interest from users. 2) Xiaomi and Lenovo were the most popular brands, with the Redmi Note 3 and Lenovo K4 Note being the most popular devices. 3) Chinese brands doubled their share of the Indian mobile phone market in H1 2016 compared to H1 2015, mostly at the expense of other international brands.

1. Mobile phone landscape:
India H1 2016
Launch and search trends
The #1 Gadget Research Website in India
Nitansh Rastogi, Correspondent

2. Is the industry reaching
saturation point?
BIG
TRENDS

3. 3
The number of phone launches reduced for the first time in
three years
Number of phone launches
492
648
857
606
0
200
400
600
800
1000
H1 2013 H1 2014 H1 2015 H1 2016

4. 4
The number of brands competing in the market increased,
but only marginally
67 73
127 132
0
20
40
60
80
100
120
140
H1 2013 H1 2014 H1 2015 H1 2016
Number of brands operating in the market

5. 5
The mid-range segment (Rs 10k-20k) got the most eyeballs
Below Rs 5k
11%
Rs 5k-10k
31%
Rs 10k-20k
42%
Rs 20k-30k
8%
Above Rs 30k
7%
Most popular price segments as per user views in H1 2016

6. 6
Phone launches declined in all price ranges except the
above Rs 30k segment
605
169
51 17 15
425
102
50 12 17
0
100
200
300
400
500
600
700
Below Rs 5k Rs 5k-10k Rs 10k-20k Rs 20k-30k Above Rs 30k
H1 2015 H1 2016
Number of phone launches across price segments

7. 7
The entry-level (under Rs 5k) and mid-range (Rs 10-20k)
segments saw the most increase in user interest
4%
11%
46% 31%
33%
42%
12% 8%
5% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
H1 2015 H1 2016
Popularity of price segments as per user views (H1 2015 vs H1 2016)
Above Rs 30k
Rs 20k-30k
Rs 10k-20k
Rs 5k-10k
Below Rs 5k
67%
275%
127%
66%
140%

8. 8
The entry-level segment (under Rs 5k) has grown the fastest
First time buyers driving demand?
Below Rs
5k
11%
Above
Rs 5k
89%
Below Rs 5k
4%
Above
Rs 5k
96%
User views by price point (H1 2015) User views by price point (H1 2016)

9. 9
Popularity
Rank in 2016
Brand Change in the brand’s
rank from H1 2015
1 Samsung 0
2 Lenovo 2
3 Xiaomi 2
4 Micromax 2
5 HTC 2
6 ASUS 1
7 LeEco * New entrant
8 Intex 0
9 Coolpad New entrant
10 Gionee 1
Top 10 most popular phone brands in H1 2016
signs of shake-up in the traditional pecking order
Brand Rank in H1
2015
Sony 6
Nokia 8
Lava 10
Brands that exited from the
top 10 list
*LeEco is the only brand to make it to the top 10, in its debut year

10. 10
Share of voice of popular brands in H1’16 vs H1’15
most brands except the top 3 are facing the heat
Top brands in terms of user views in H1 2015 vs H1 2016
13.9%
7.3%
5.4%
9.5%
8.1%
4.8%
3.9% 4.0%
17.9%
11.6%
11.2%
7.7%
4.5%
3.3% 3.3% 3.1% 3.0% 2.6%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Samsung Lenovo Xiaomi Micromax HTC ASUS LeEco Intex Coolpad Gionee
H1 2015 H1 2016

11. 11
In the midst of increasing competition, the top 3 brands are
pulling away from the pack
Top 3
32%
Rest
68%
Share of user views for top 3
brands vs others
(H1 2015)
Top 3
41%
Rest
59%
Share of user views for top 3
brands vs others
(H1 2016)

12. 12
Fragmentation in the market reduces with increase in price
point, as fewer brands are able to compete
Split of user searches across price points (H1 2016)
45%
59% 55%
67%
81%
55%
41% 45%
33%
19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Below Rs 5k Rs 5k-10k Rs 10k-20k Rs 20k-30k Above Rs 30k
Share of top 5 brands in the segment Share of other brands

13. 13
Top 5 gainers: brands that grew most in popularity vs. last year
OPPO is the fastest growing brand
387%
217%
119%
73%
40%
0%
50%
100%
150%
200%
250%
300%
350%
400%
450%
OPPO vivo Xiaomi Motorola OnePlus
Note: Brands like LeEco and Coolpad were not present in the market in H1 2015, and hence
weren’t part of this analysis
% growth in user views in H1 2016 over H1 2015

14. 14
Top 5 brands that declined in popularity
Yesteryear’s popular brands are dying a slow death, while
Micromax’s YU has been unable to repeat its success this year
-87%
-60% -59%
-53%
-49%
-100%
-90%
-80%
-70%
-60%
-50%
-40%
-30%
-20%
-10%
0%
Nokia Blackberry Microsoft YU Karbonn
% fall in user views in H1 2016 over H1 2015

15. 15
The Chinese offensive: popularity share of Chinese-origin
brands doubled at the expense of others
Share of user views by brand origin
(H1 2015)
Indian
brands
20%
Chinese
brands
44%
Other
International
brands
36%
Share of user views by brand origin
(H1 2016)
Indian brands – brands originated from India such as Micromax, Intex and Lava
Chinese brands – brands originated from China such as Lenovo, Xiaomi and Gionee
Other International brands – brands apart from the above two such as Samsung, HTC and Sony
Indian
brands
28%
Chinese
brands
22%
Other
International
brands
50%

16. 16
Top 10 Chinese brands: Lenovo and Xiaomi dominate… for
now
Popularity Rank
among Chinese
brands
Brand % share of user
views among all
Chinese brands
1 Lenovo 27.6%
2 Xiaomi 26.6%
3 LeEco 7.9%
4 Coolpad 7.0%
5 Gionee 7.0%
6 OPPO 5.5%
7 Vivo 3.7%
8 OnePlus 2.7%
9 Honor 1.6%
10 Meizu 1.2%

17. 17
Change in distribution models: most online-only brands are
moving offline
S. No. Brand Distribution model in H1
2015
Distribution model in H1
2016
1 Xiaomi Online-only Started moving offline
2 ASUS Online-only Started moving offline
3 Motorola Online-only Started moving offline
4 YU Online-only Started moving offline
5 OnePlus Online-only Online-only
Top 5 online-only brands in H1 2015 and their distribution strategy
OnePlus is the only major brand holding firm to its online-only model

18. 18
Change in distribution models: traditional brands are joining
the online-only bandwagon
S. No. Brand Distribution model in H1
2015
Distribution model in H1
2016
1 Samsung Offline + Online
Traditional model, plus a few
online-only launches
2 Lenovo Offline + Online
Traditional model, plus a few
online-only launches
3 Micromax Offline + Online
Traditional model, plus a few
online-only launches
4 HTC Offline + Online Offline + Online
5 Intex Offline + Online Offline + Online

19. 19
The chart toppers – the top three most popular phones in
H1 2016
Xiaomi Redmi
Note 3
Price: Rs 11,999
Launched in:
Mar 2016
Lenovo K4 Note
Price: Rs 11,999
Launched in:
Jan 2016
#1
On the basis of popularity on 91mobiles.com
Samsung Galaxy J7
Price: Rs 14,999
Launched in:
Jul 2015
#2
#3

20. What the brands were up to in H1 2016 >
BRAND
EQUITY

21. 21
Top brands by number of phone launches in the sub-Rs 5k segment (in H1 2016)
Phone launches by brands in the entry-level segment
(below Rs 5k): Indian brands lead the charge
31
22
21
20
18
15
14 14
10
8
Intex Videocon Lava Micromax Zen
mobiles
Karbonn Sansui iBall Adcom Jivi
Indian brands International brands

22. 22
Top brands by number of phone launches between Rs 5,000 and 10,000 (in H1 2016)
Phone launches by brands in the budget (Rs 5k-10k)
segment: International brands are making their presence felt
11
10
8
5
4 4 4
3 3 3
Intex Lava Micromax Panasonic iBall Videocon InFocus Karbonn Gionee ASUS
Indian brands International brands

23. 23
Top brands by number of phone launches above Rs 10,000 (in H1 2016)
Phone launches by brands above Rs 10,000: international
brands dominate
8
6 6 6
4 4 4
3 3 3
Samsung HTC Lenovo Motorola Gionee LG LeEco OPPO vivo Zopo
Indian brands International brands

24. 24
Shift in strategy: Top-tier brands are focusing their might on
fewer device launches
0
1
2
2
4
1
5
7
2
6
0 2 4 6 8
Below Rs 5k
Rs 5k-10k
Rs 10k-20k
Rs 20k-30k
Above Rs 30k
0
1
6
0
0
0
6
2
0
0
0 2 4 6 8
20
8
2
0
0
27
9
4
0
0
0 10 20 30
H1 2015
H1 2016
Lenovo Micromax
No of phones launched by key brands in H1 2015 and H1 2016
Samsung

25. 25
Most popular brands in the entry-level segment (below Rs
5k)
Micromax
15%
Intex
10%
Karbonn
7%
Lava
6%
Samsung
6%
Others
55%
Top brands in the below Rs 5k segment (in terms of % of user searches)

26. 26
Most popular brands in the budget segment (Rs 5k-10k)
Samsung
20%
Micromax
14%
Xiaomi
9%
Coolpad
9%
Lenovo
7%
Others
41%
Top brands in the Rs 5k-10k segment (in terms of % of user searches)

27. 27
Most popular brands in the mid-range segment (Rs 10k-
20k)
Lenovo
21%
Xiaomi
19%
Samsung
14%LeEco
6%
ASUS
5%
Others
45%
Top brands in the Rs 10k-20k segment (in terms of % of user searches)

28. 28
Most popular brands in the premium segment (Rs 20k-30k)
Samsung
34%
HTC
16%
OnePlus
11%
Sony
10%
OPPO
6%
Others
33%
Top brands in the Rs 20k-30k segment (in terms of % of user searches)

29. 29
Most popular brands in the super-premium segment (above
Rs 30k): Samsung and Apple dominate
Samsung
34%
Apple
18%
LeEco
10%
HTC
10%
Sony
10%
Others
19%
Top brands above Rs 30k (in terms of % of user searches)

30. Find out which devices ruled the roost >
DEVICE
POPULARITY
CHARTS

31. 31
Top 10 devices in H1 2015: budget and mid-range
smartphones got the most eyeballs
Rank Mobile name Price band
Percentage
share among
top 10 devices
Launched in
1 Xiaomi Redmi Note 3 10-20k 28% Mar 2016
2 Lenovo K4 Note 10k-20k 15% Jan 2016
3 Samsung Galaxy J7 10k-20k 12% July 2015
4 LeEco Le 1s 10k-20k 9% Feb 2016
5 Xiaomi Redmi Note 3 16GB 5k-10k 7% Mar 2016
6 Samsung Galaxy On7 5k-10k 7% Nov 2015
7 Samsung Galaxy J5 5k-10k 6% July 2015
8 Lenovo K3 Note 10k-20k 6% June 2015
9 Coolpad Note 3 10k-20k 5% Oct 2015
10 Coolpad Note 3 lite 5k-10k 5% Jan 2016
Top 10 devices in H1 2016 in terms of user views
The Redmi Note 3 got more searches than the next two devices combined

32. 32
Most popular devices in the Rs 5-10k segment: Xiaomi
leads, but Coolpad is making a mark as well
Xiaomi Redmi
Note 3 16GB
Launched in:
Mar 2016
Samsung
Galaxy On7
Launched in:
Nov 2015
Coolpad
Note 3
Launched in:
Oct 2015
Coolpad
Note 3 Lite
Launched in:
Jan 2016
Samsung
Galaxy J2
Launched in:
Sept 2015
Top 5 most popular devices in the Rs 5,000 – 10,000 segment in H1 2016
#1
#2
#3
#4
#5

33. 33
Most popular devices in the Rs 10-20k segment: Xiaomi,
Lenovo & Samsung dominate
Samsung
Galaxy J5
Launched in:
Jul 2016
LeEco Le 1s
Launched in:
Jan 2016
Samsung
Galaxy J7
Launched in:
Jul 2015
Lenovo K4
Note
Launched in:
Jan 2016
Xiaomi Redmi
Note 3 32GB
Launched in:
Jan 2016
#4
#3
#2 #1
#5
Top 5 most popular devices in the Rs 10,000 – 20,000 segment in H1 2016

34. 34
#1
#2
#3
#4
#5
Most popular devices in the Rs 20-30k segment: Samsung
dominates
Samsung Galaxy
A5 (2016)
Launched in:
Feb 2016
Samsung
Galaxy A8
Launched in:
Aug 2015
Samsung
Galaxy A7
(2016)
Launched in:
Feb 2016
HTC Desire
826
Launched in:
Apr 2015
OnePlus 2
Launched in:
Aug 2015
Top 5 most popular devices in the Rs 20,000 – 30,000 segment in H1 2016

35. 35
#4
#3
#2 #1
#5
Most popular devices priced above Rs 30k: Samsung &
Apple dominate; LeEco makes a mark in its debut year
Apple iPhone
6
Launched in:
Oct 2014
LG G5
Launched in:
Jun 2016
Apple iPhone
6S
Launched in:
Oct 2015
LeEco Le Max
Launched in:
Feb 2016
Samsung
Galaxy S7
Launched in:
Mar 2016
Top 5 most popular devices above Rs. 30,000 in H1 2016