1. Tablet Ecosystem in India –
Current State, Potential and Outlook
November 9, 2011
Jayanth Kolla & Vijay Ramanathan

2. Preface
As a concept, tablets have been around for a while. So have touch screens on phones. It did take quite a while for a
true convergence of hardware, software, operating systems, usability and an application ecosystem to finally come
together (read as iPad) which has paved the way for a new generation of devices in the form of today’s tablets!
As this nascent market grows at a breakneck pace globally, economies of scale have started setting in already. While a
number of models are available in India from global brands and not so global ones there has been very little by way of
differentiation amidst all these products. While tablet adoption has largely been with consumers, uses for this device
in certain verticals such as education, retail, healthcare, corporates & aviation industries prove there is a large
potential for those verticals.
Why do a report on the Tablet Market for India? Tablets have the potential to grow exponentially if key players in
the Indian market can play to the right market forces. However, India is a complex market made more challenging
with a lack of structured, actionable data (the insights and analysis needed for business leaders). Hence this report.
What to expect from this report? This report will not only look at global trends, applications and use cases for
tablets but also the current state of Indian market, challenges and the outlook for the Indian tablet market. This
report will highlight the potential and opportunity in India which should serve as a strategic tool for category players.
The authors have reached out and interviewed business heads, product, marketing and sales managers, distributors
and retailers of leading global and local tablet OEMs and also some neutral parties such as technology journalists,
bloggers and reviewers. The authors wish to thank all the individuals who provided input for this report.
Who is Convergence Catalyst & how are they qualified? Convergence Catalyst is a young and nimble Telecom
Research and Advisory firm focusing on the Indian market. Convergence Catalyst (CC) principals bring decades of
relevant Telecom experience in the Indian Telecom Industry. Having been Technocrats, Product Marketeers, Analysts
and Business Consultants, they bring a keen insights into the Indian market dynamics. These insights will reflect on
this report to help industry players base their strategic, operational decisions on the emerging Tablet Market.

3. Contents
Key Players in The Value Chain
Overview of Global Tablets Market
Potential Applications and Use Cases of Tablets for Consumers
Status of Current Tablet Market in India
Factors Contributing to Tablet Consumer Value Proposition in India
Challenges For Growth of Tablets in India
Forecasts for Tablets Sales in India
Something to Think About…
Potential Scenarios That Could Drive Tablets Adoption in India
Convergence Catalyst Credentials
3

4. Tablets have become popular consumer devices with the launch of
Apple iPad in Q1 2010, followed by a number of models by other OEMs1
Sources: CC Estimates, Industry inputs Note 1: OEM – Original Equipment Manufacturer
• Although tablets as portable, basic connectivity and computing devices have existed for many years, launch of
Apple iPad heralded a new device segment
• iPad launch was followed by a number of tablet launches such as Samsung Galaxy Tab and Motorola Xoom on
Android, HP’s slate on WebOS and Blackberry’s Playbook on the QNX platform
• Although HP has recently announced the cancellation of Slate and WebOS development, the company is
rethinking its strategy
Apr ‘10 Sep ‘10 Jan ‘11 Feb‘11
Timelines of Key Tablets Launched Globally
Apr‘11
Samsung
Galaxy Tab
Apple iPad
Motorola
Xoom
Blackberry
Playbook
HP Slate
on Web OS
4

5. Tablet sales are expected to grow over four times in 2011, with majority
of sales coming from North America and Europe regions
Sources: CC Analysis, Morgan Stanley – Tablet Demand and Destruction Report – Feb 2011
• Globally, over 16 million have been sold in 2010, and the number is expected to grow approximately by 350%
to 70 million by the end of 2011
• Currently, tablets are being sold in developed markets on North America and Europe, while Asia (especially,
China) is soon catching up
• With global (adult) internet penetration expected to reach over 21% by 2014, tablets will help drive the internet
adoption among the unconnected, especially in the emerging markets
Total Global Tablets Sales by Year (in Mn)
Worldwide Tablets Sales split by region
(2011)
2010
2011E
16
70
Total Tablets
Sales
North
America
Europe
Asia
Rest of the
World
40%
36%
2%
22%
100%
5

6. Apple’s iOS leads the market with two-thirds share followed by Android
Sources: CC Analysis; Strategy Analytics – Global Tablet Shipments, Q3 2011 – Oct 2011; Nomura – Open Mobile Summit Report – Jun 2011
• Apple iOS leads the tablets operating
system market with two-thirds share
• Android’s share has increased from 2.3%
in Q3, 2010 to close to 27% in Q3, 2011
• Android is the platform of choice by many
OEMs (outside of Apple)
• As the tablet adoption increases in
emerging markets, the share of Android is
also expected to increase in the next few
quarters
• Among all the Android-based tablet
OEMs, Samsung leads the market with
approximately three million shipments in
Q3, 2011
Tablets Operating Systems Market Share
(Q3, 2011)
100%
26.9%
66.6%
1.2%
2.4%
2.9%
Total Tablets
Sales
iOS
Android
Windows
QNX
Others
6

7. The apps (available on each platform’s app store) play a key role in the
tablets ecosystem
• Apps form a critical part of tablets usability and experience as they continue to provide new feature sets and a
whole new dimension to postponability
• While Apple App Store has over 100K iPad optimized apps, the number of apps developed for tablets on
Android 3.x (Honeycomb) and other platforms are abysmally low
• While many of the existing Android smartphone apps do run on tablets, the platform SDK’s2 do not
automatically scale the fonts and graphics for the bigger tablet displays, thus providing poor user experience
Number of Active Applications by Operating
System App Store1 (‘000, Sep 2011)
Top Categories of Apple App Store Apps (‘000)
Apple App
Store
Android
Market
Blackberry
App World
Windows
Market Place
Games
Books
Entertainment
Education
Lifestyle
Sources: CC Analysis; Industry inputs Note 1: Includes both smartphone and tablet apps, 2: SDK – Software Development Kit
7

8. Along with web browsing and email, media consumption (consumers)
and presentations (enterprise customers) are the key tablet applications
• Tablets are primarily being adopted for consuming content, with accessing internet and checking emails being
the predominant activities both by retail and corporate consumers
• While retail consumers also use tablets predominantly for multimedia consumption and gaming, enterprise
consumers leverage the portability and the mobility of the device for remote access and client presentations
• Lack of end-user file management system and ergonomic design for prolonged creation of spreadsheets and
presentations does not yet make the tablet conducive for replacing PCs in enterprises
Percentage of Users Who Use Tablets
Regularly for Consuming Content
Enterprise Customers iPad Usage for
Different Activities
68%
62%
54%
54%
52%
52%
51%
73%
69%
67%
46%
45%
38%
Sources: CC Analysis; AlphaWise; Morgan Stanley – Tablet Demand and Destruction Report – Feb 2011
8

9. Tablets can also be adopted as primary devices in various industry
verticals for diverse uses and applications
• Healthcare industry in the West
(especially the US) has exploited
technology for a long time
• Commercial Consumer tablets are
coming in as cheaper alternatives
and as supplemental devices
Healthcare
Education
Aviation
Retail
• Universities and Schools
adopting Tablets in a big way
in the US for a variety of uses
• The FAA has allowed the use
of iPad for electronic flight
charts. Big airlines such as
United and Alaskan Airlines
have replaced their Flight
Manuals with digitzed copies
on the iPad
• While online catalogs will
aid sales, Retailers are
slowly turning to tablets
to enhance the in-store
purchase experience for
the consumer
Typical use cases of tablets in
the Healthcare industry include:
• Electronic Medical Records
• Speech Therapy
• Digital Imaging
• Patient Education
• Sign out
• Billing
Typical use cases of tablets
in the Education industry
include:
• Digitized Textbooks
• Annotate Notes &
Textbooks
• Interactive apps for
education
• Note Taking
• Streaming of educational
content
Typical use cases of tablets
in the Aviation industry
include:
• Flight Charts
• Access to Terminal
Approach & Procedures
Charts
• Airport/Facility Directory
• Weather Briefing
• Altitude Charts
Typical use cases of tablets
in the Retail industry
include:
• Point of Sale Terminals
• Customization
• Sales Assistant
• E-Commerce
• Digital Signages
• Online Catalogs
Sources: CC Analysis
Various Tablet Use Cases for Different Industry Verticals
9

10. While some industries are still in the pilot mode, education industry
across the world has gone ahead to adopt tablets full time
Sources: CC Analysis; iPad Pilots – K12 Learning
• While many industries are testing/piloting tablets as a potential replacement for their current devices,
education sector across the world has already started deploying these devices
• Various universities and colleges are providing tablets to faculty and students (sometimes as loaner devices for
the duration of the course) for downloading digital textbooks, podcasts, assignments, etc
• Various government departments such as Bureau of Land Management, City Councils, Police Force, Geological
Survey Dept, etc in US & UK are using tablets for documentation, instant database access, and as a part of their
paper reduction initiatives
Large Scale Tablets Deployment Across the World –
Share by Industry Vertical (July 2011)
Total Tablet Usage
Education
Public Services
Healthcare
Others
10%
64.6%
17.8%
7.3%
100%
10

11. Contents
Key Players in The Value Chain
Overview of Global Tablets Market
Potential Applications and Use Cases of Tablets for Consumers
Status of Current Tablet Market in India
Factors Contributing to Tablet Consumer Value Proposition in India
Challenges For Growth of Tablets in India
Tablet Projections in India
Something to Think About…
Potential Scenarios That Could Drive Tablets Adoption in India
Convergence Catalyst Credentials
11

12. The tablets supply side value chain includes both hardware & software
providers along with consumer interface such as carriers/retail channel
Chipset & Other
Component
Providers
Integrator
Operating
System
Providers
Carriers
Device
Makers/
OEMs
• Chipset vendors
develop various
processors used in
tablets such as CPU,
GPU, RF processor, etc
• Other key hardware
components such as
Touchscreen Display,
Memory, Battery, etc
are provided by various
component makers
• Operating System (OS)
providers not only
develop the OS for
devices, but they also
enable third party
application developers
to develop apps and
help grow the
ecosystem
• While companies such
as Apple & Blackberry
develop the OS for
their own products,
Google & Microsoft
partner with tablet
OEMs to license OSs
• Hardware and
software integrators
help enable finished
products for OEMs
• Device makers
develop and launch
tablets in various
global markets
either in partnership
with carriers and/or
through retail
channel
• Carriers provide the
requisite 2.5G/3G/
4G connectivity for
tablets to be used
on the go. In some
cases, carriers
partner with OEMs
to launch tablets
bundled with their
services
• Retail distribution
channel plays a key
role in tablets sales
and Go-To-Market
strategy of OEMs
Retail Channel
Source: CC Analysis
12

13. Of all the global tablet ecosystem players, Apple has managed to
integrate most elements of the value chain
Player
Role in the Value Chain
Analysis
Apple
• Apple has managed to integrate most elements of the tablets
value chain and provide end-to-end value proposition
• It is accredited with creating the tablets category, enabling the
paradigm shift to multi-touch and establishing prices for the
segment
Samsung
• Samsung is a key player in the ecosystem. It provides critical
hardware components such as displays, memory, etc and also
manufactures its own tablets under the sub-brand “Galaxy”
Google
• Leading Android development and making it accessible to all
OEMs and app developers, Google has opened up the tablet
ecosystem for a myriad of ecosystem players
• With acquisition of Motorola Mobility, Google has in-house
hardware capabilities for potentially building a device of its own
Microsoft
• With very few Windows 7 based tablets launched in the market
and with it’s tablet-optimized operating system (Windows 8) yet
to be commercially released, Microsoft is a late entrant into the
tablet ecosystem (not counting tablet PCs)
• However, partnering with over 55% of Android vendors gaining
royalty for Android use, Microsoft is ensuring revenues from
increased use of Android OS
Design
Houses in
China &
Taiwan
• The design houses and hardware manufacturers in Shenzen
(China) and Taiwan are enabling the OEMs to acquire and
market readily available devices, thus driving the low and mid
end tablet penetration in emerging markets
Sources: CC Analysis
13

14. Contents
Key Players in The Value Chain
Overview of Global Tablets Market
Potential Applications and Use Cases of Tablets for Consumers
Status of Current Tablet Market in India
Factors Contributing to Tablet Consumer Value Proposition in India
Challenges For Growth of Tablets in India
Forecasts for Tablets Sales in India
Something to Think About…
Potential Scenarios That Could Drive Tablets Adoption in India
Convergence Catalyst Credentials
14

15. Tablets offer multiple services and experiences (which were earlier
delivered on multiple platforms) on a single device
Key
Services
Use
Cases
Current
Delivery
Platform
Listen
Manage
Rip
Buy
View
Broadcast
Direct
Create
Play
Gamble
Guide
Maps
Navigate
Yellow
Pages
Browse
Directions
IM - Chat
Stay in Touch
Music
Video
Gaming
LBS
Email
Social Networking
Sources: CC Analysis
Reading
Books
15

16. Intuitive user interface, portability and instant access to digital content
makes Tablet an ideal consumption device
Ebooks
Multimedia
Key Functions
- Browse
- Email
- Office
Touch
Intuitive
Long Battery
Portable
Instant ON
Multifunctionality
Connectivity
- 2G, 3G, 4G
- WiFi
- Bluetooth
Push Notifications
Location Aware
Connectivity
Contextual
Relevance
App
Ecosystem
New Biz Models
App for everything
Developer friendly
Global Reach
App
Ecosystem
Usage
Hygiene
Sensory
Interface
Accelerometer
Gyrometer
Flip to turn
Pinch to Zoom
Interaction
User
Experience
Leading to Excitement,
Delight
Leading to Satisfaction,
Comfort
Sources: CC Analysis
16

17. Primarily being a consumption device, Tablet will co-exist with both
mobile phones and computers
Primary Communication Device
Basic Voice Communications to sophisticated Smartphones
Highly Portable, highly capable, but still short on Display sizes
Primary Computing/Creation Device
Basic creation to sophisticated computing
Highly capable but, primary interface is a keyboard for creating
Primary Consumption Device
Basic creation to heavy duty consumption
Highly portable, excellent via media for everyday tasks due to touch
interface, instant on, long battery life. Work + Entertainment for all situations
Sources: CC Analysis
17

18. Contents
Key Players in The Value Chain
Overview of Global Tablets Market
Potential Applications and Use Cases of Tablets for Consumers
Status of Current Tablet Market in India
Factors Contributing to Tablet Consumer Value Proposition in India
Challenges For Growth of Tablets in India
Forecasts for Tablets Sales in India
Something to Think About…
Potential Scenarios That Could Drive Tablets Adoption in India
Convergence Catalyst Credentials
18

19. • Tablets were introduced in the Indian market in October, 2010 with the launch of Samsung Galaxy Tab (7-inch)
and Olive Pad VT100, both Android-based devices
• Although Apple launched iPad 1 in India in January 2011, it could not garner significant sales as iPad 2 was
announced globally around the same time
• Reliance 3G Tab is the first tablet launched by a telecom carrier (Reliance), bundled with 3G services
Oct‘10 Jan ‘11 May‘11
Timelines of Key Tablets Launched in India
Aug‘11
Samsung
Galaxy Tab
Apple
iPad 1
Olive Pad
VT100
Reliance 3G Tab
Apple
iPad 2
In India, Tablets were introduced in Oct 2010 with the launch of
Samsung Tab and Olive Pad
Sources: CC Analysis; Industry Inputs
19

20. Until the launch of Apple’s iPad 2 in May 2011, Samsung Galaxy Tab was
the leading tablet sold in India
Sources: CC Estimates; Voice & Data; Industry inputs
• For the first two quarters of tablets availability in India, Samsung Galaxy Tab dominated the market
• With the launch of their globally successful iPad 2 at the end of April, and with decreased price of iPad 1 by
various retail chains, Apple has managed to lead the market since May 2011, catering to early adopters in India
• As per our estimates, the tablets market has also grown by 60% to 80% between May and Oct 2011, (post the
iPad 2 launch) as compared to Oct ‘10 to Apr ‘11 due to increased distribution and consumer awareness
100%
Total Tablet
Sales
Apple
Samsung
Olive
Others
10%
82%
6%
2%
Total Tablet
Sales
Apple
Samsung
Others1
100%
55% - 60%
25% - 30%
15% - 20%
Indian Tablets Market Share of OEMs
(Oct’10 to Apr’11)
Indian Tablets Market Share of OEMs
(May’11 to Sep’11)
Note 1: Others include Olive, Reliance, Spice, Beetel, Blackberry, HTC,
Motorola, Acer, etc
20

21. Apart from leading global brands such as Apple and Samsung, a number
of local Indian brands have also launched tablets in India
Dell Streak
Samsung Galaxy Tab –
7”, 8.9”, 10.1”
Olivepad VT100
Binatone
SmartTab
Infibeam Phi
Huawei S7
Apple iPad 1 & 2
HTC Flyer
Acer Iconia
Viewsonic Viewpad
7”, 10”
Motorola Xoom
Reliance Tab
HCL Me X1, AE7-
A1, AP-10 A1
Mercury MTab
Milagrow
TabTop
Spice MI-720
Beetel Magiq
MSI Windpad
7”, 10”
Blackberry
Playbook
Fly Vision
Lenovo Ideapad – 3
versions
NotionInk Adam
Sony S1
Sony S2
Amazon Kindle Fire
Cisco Cius
Asus EEE Pad
Transformer
Creative ZINIO 7,
10
Toshiba Thrive
Asus EEE Pad
Slider
Black Elemente
701, 707, 708
iBall Slide
Datawind Ubislate or the Govt. driven Akash
Program
Devices Announced, Yet to be Launched
Sources: CC Analysis
21

22. With Android being the choice of operating system by most of the OEMs
outside of Apple in India
Total Tablet
Sales
Android
iOS
Others1
100%
3% - 5%
Operating System Wise Share of Total Tablets
Sold in India (Oct’10 to Sep’11)
Note 1: Others include Blackberry QNX and Windows 7
• Of over 35 tablets launched in India so far, majority of them are on Android operating system
• Of all the Android based tablets, Samsung Galaxy Tab is the highest selling device
• Although there were only two models of iPads launched in India, six different versions of each model
(combination of Wi-Fi, 3G and memory size) offer choice to consumers at different price points and features
• Apple managed to garner significant share with iPad 1 & 2 despite the high number of Android tablets
availability in India
Number of Tablet Models Launched in India
Split by Operating System (Oct’11)
36
26
4
1
Android
2.x
Android
3.x
Total Tablet
Launched
3
2
Windows
iOS
QNX
Sources: CC Estimates; Industry Inputs
55% - 60%
38% - 42%
22

23. Operating Systems play a key role in delivering the experience for tablets
Features
Apple iOS5
Android 4.0
Microsoft WP 7.5
Blackberry QNX
Kernel
• OS X
• Linux
• Windows CE 7
• QNX Neutrino
RF Connectivity
• GSM, CDMA, 3G
• GSM, CDMA, 3G,
4G
• GSM, CDMA, 3G
• 3G, 4G
Multitasking
• Yes
• Yes
• Yes
• Yes
Social Media
Integration
• Twitter
• Facebook, Twitter
• Facebook, Twitter,
LinkedIn, Win Live
App Store
• iTunes – Music,
Videos, Games,
Books
• Android Market
• Windows Market
Place
• Blackberry App
World
Browser
• Safari
• Chrome based
• IE 9
• Yes
Flash Support
• No
• Yes
• No
• Yes
Home Screen
• Icon Centric
• Icons + Widgets
• Icons + Widgets
(Live Tiles)
• Icons
Productivity
• iWork
• Google Docs
• Office Mobile
• Docs To Go
Voice Recognition
• Yes
• Yes
• Yes
• No
Voice Assistant
• Siri
• No
• No
• No
WiFi Syncing
• Yes
• With 3rd party apps
• Yes
• Yes. Manual Sync.
Over the Air
Updates
• Yes
• Yes
• No
• Yes
Cloud Support
• iCloud
• Google Sync
• Sky Drive
Customization
• Limited (after
Jailbreaking)
• Deep
Customization
• None
• Limited
Wireless Cloud
Backup
• Yes, 5Gb Free
• No
• No
• No
Sources: CC Analysis; Industry Inputs
23

24. Sources: CC Estimates, Industry inputs, http://blog.o2.co.uk/home/2011/05/android-versions-whats-the-difference.html
Too many Android versions have lead to fragmentation
Android Cupcake – 1.5
Animated Window Transitions
Accelerometer
Improved Web Browser
New Virtual Keyboard
Integrated Voice Search
Home Screen Widgets
Live Folders
Android Donut – 1.6
New way to Search Bookmarks, Web
History, contacts & Web from Home
Screen
Unified Video & Photos in Gallery App
Select Multiple Photos for Deletion
See what apps are draining battery
Camera Speed Boodt (Google claims
up to 39%)
Android Éclair – 2.1
Support for multiple accounts & email
in a combined Inbox
Exchange Support
Ability to search through SMS & MMS
Camera Upgrades
Built-in Adobe Flash Support
Digital Camera Zoom
Scene modes, White Balance Controls
Color effects, Macro Focus Mode
Makeover to Virtual Keyboard for
faster typing
Android Froyo – 2.2
New Homescreen to configure
Shortcuts & Widgets
New Applications Launcher & Browser
Improved Security with option to set
PIN or password
Calendar support to Exchange
Calendars
Camera App added on-screen buttons
for Zoom, flash, white balance, geo-
taggings, focus & exposure
Camcorder got LED Flash support
Overall Speed boost
Android Gingerbread – 2.3
Designed for making Android simpler,
faster & easier
UI placed colorful elements on black
background
On screen keyboard overhauled for
improving typing accuracy
One touch selection with Copy & Paste
Improved Power Management with ability
to monitor & close active apps
Camera app support for multiple cameras
Android Honeycomb – 3.x
Built specifically for tablets
Overhaul to the OS with a 3D ‘esque path towards
multitasking, Notifications, home screen customization &
widgets
System bar is a constant fixture
Action bar changes depending on which app is being
used
Easy to switch between apps
Redesigned onscreen keyboard
Browser, camera, gallery, contacts & email apps
redesigned for big screen
Open Accessory Feature
Performance Tweaks to Animation Framework
Resize Home Screen Widgets
Apr 2009
2005
Sep 2009
Feb 2010
May 2010
May 2011
Dec 2010
24

25. Apart from OS, specific hardware features such as external memory, long
battery life & USB support are also key for success of tablets in India
Feature
Description and Analysis
Significance
• Extendable memory support is key for Indian consumers
• Many mass market consumers in India get their
multimedia content and apps loaded on to the memory
card by the retailers for consumption on their devices
and share the content with others by exchanging their
memory cards
• Some of the low & mid tier tablets with Wi-Fi only
connectivity enable users to plug in USB based data
modems for 3G connectivity. This and the ability to
connect other peripherals through the USB port is highly
desired by the Indian consumers
• Some retailers also position the USB port as easy to use
drag-and-drop content transfer mechanism. This is
favored by consumers who do not want to deal with
specialized software such as iTunes for content transfer
• Long battery life is a key hygiene factor for all devices in
India
• Mass market consumers in India expect their device
battery to last at least one full work day
• Consumption of multimedia on portable devices is
extremely high in India and also, sub-optimal networks
(3G & Wi-Fi) tend to drain the device power rapidly
Extendable
Memory Support
USB Support
Long Battery Life
Extremely Important
Highly Important
Important
Less Important
Insignificant
Sources: CC Analysis; Industry Inputs
25
Key Features to be Considered for Launching Tablets in India

26. Of all the retail channels that are currently selling tablets, Large Format
Retail stores sell the most
• Tablets sales in Large Format Retail stores such as Croma & Reliance Digital is high as they provide wide
range of devices on display, good device as well as retail experience and have well trained staff
• Some OEMs are confused whether to position the tablet as an IT product or a telecom product. They are
distributing 7-inch versions in the telecom channel and the 10-inch version in IT channel
• Telecom organized channel chains such as Univercell, The Mobile Store, etc who have recently started selling
tablets are struggling with sales, as they are unable to provide the necessary retail experience or educate the
customers
• IT Channel, which is more adept at solution-selling is able to educate the consumers on the value proposition
of tablets and are currently faring better than telecom channels for tablet sales
Total Tablets Sales
Large Format Retail
Concept Stores
IT Channel
Telecom -
Orgnanized Channel
Telecom - Multi
Brand Outlets
100%
60% - 65%
Current Tablets Sales in India Split by Type of Retail Channel (Sept 2011)
10% - 15%
15% - 20%
5% - 8%
1% - 2%
Sources: CC Estimates; Industry Inputs
26

27. iPad
Wi-Fi + 3G
Apple
iPad or
Other
Tablets
Others
Wi-Fi Only
Wi-Fi Only
Or
Wi-Fi + 3G
Purchase one of the
Wi-Fi Only iPads
Purchase one of the
Wi-Fi+3G iPads
Evaluate key parameters
(Price, Brand & Features)
Evaluate secondary
parameters (Product
Hygiene)
Purchase appropriate
model
The current tablet buyers (early adopters) in India consider device OS,
price, brand and the high level features for purchase
Key evaluation criteria for non-iPad models include:
• Price
− Low End – Sub USD1 250
− Mid End – Between USD 250 and USD 500
− High End – Over USD 500
• Brand – Samsung, Motorola, Acer, etc
• Key product features
− Display Size – 7” or >7”
− Operating System – Android 2.x vs 3.x or other
− Extendable memory support
− Onboard memory size
• Hygiene features such as long battery life, USB
support, multiple multimedia formats support,
type of inbox accessories, etc
Purchase Decision Making Process for the Current Tablet Buyers (Early Adopters)
in India
Sources: CC Analysis; Industry Inputs
Note1: 1 US Dollar = 50 Indian Rupees
27

28. The devices in India can be broadly classified into three different
categories based on their features and price point
Segmentation
Price Range
Key Features
• Up to USD 250
• 7 inch, 800 x 400 px, capacitive display (some OEMs
use resistive displays for ultra-low end tablets)
• Smartphone operating system (Android 2.x)
• Processor – Typically less than 1GHz
• Memory – 256MB RAM. Internal memory of 8GB or less,
with extendable memory support
• Connectivity – Typically Wi-Fi Only
• USD 250 to USD 500
• 7 inch or higher capacitive display
• Smartphone operating system (Android 2.x)
• Processor –1GHz
• Memory – 256 or 512MB RAM. Internal memory of 8GB
or less, with extendable memory support
• Connectivity – Typically Wi-Fi & 3G (in some cases)
• Over USD 500
• Typically over 7 inch, multi-touch capacitive displays
• Tablet optimized operating systems – Android 3.x,
Apple iOS, Blackberry QNX, etc
• 1GHz or higher, multi-core processors
• Memory – 512MB or 1GB RAM. Internal memory of 16GB
or higher
• Connectivity – Wi-Fi and 3G
Low Tier
Mid Tier
High Tier
Sources: CC Analysis; Industry Inputs
Segmentation of Tablets Currently Being Sold in India Based on Price
28

29. Different segments of consumers have different primary uses of tablets
ranging from portability and remote access to multimedia consumption
Consumer
Segment
Definition
Key Tablet Use Cases
Description
Corporate
Professionals
• Professionals spend
most of the day in
offices
• Connectivity is high
priority
• Portability
• Connectivity on the move
• E-mail & internet access
• Client presentations
• E-book reader
• Writing & annotation
• Corporate professionals use tablets
extensively as it provides
portability and the bigger display
(as compared to smartphones) is
conducive for extensive web
browsing, remote e-mail access
and reading
Tech Savvy/
Gadget Crazy
• Own latest device
• Early adopters
• Applications
• Connectivity on the move
• E-mail & internet access
• Multimedia
• Gaming
• Technology savvy early adopters
explore the latest applications and
games and are always-on the
internet while on the move
High End Youth
and Prosumers
• Aspirational Category
• May go beyond their
means to own better
gadgets
• Applications
• E-mail & internet access
• Multimedia
• E-book reader
• Gaming
• High end youth and prosumers
moderately use tablets for various
applications and services
• Their primary goal is to cater to the
aspirational value of the device
Mass Market
• May not be connected
to Internet but own a
communication device
• Multimedia on the go
• Basic internet and e-mail
access
• Mass market consumers in India
are expected to use the tablets
primarily for multimedia
consumption
Sources: CC Analysis
Various Indian Consumer Segments and Their Primary Tablet Use Cases
29

30. Contents
Key Players in The Value Chain
Overview of Global Tablets Market
Potential Applications and Use Cases of Tablets for Consumers
Status of Current Tablet Market in India
Factors Contributing to Tablet Consumer Value Proposition in India
Challenges For Growth of Tablets in India
Forecasts for Tablets Sales in India
Something to Think About…
Potential Scenarios That Could Drive Tablets Adoption in India
Convergence Catalyst Credentials
30

31. Apart from retail, tablets targeted at specialized verticals such as
education sector & enterprise users are also being launched in India
• Cisco has launched a 7” Tablet, Cius at USD 700
targeted for enterprise customers
• Cius is the first tablet based on Intel’s Moorestown
family of processors and is also compatible with a
docking station
• Cius is based on Android 2.2 and includes various
Cisco’s enterprise communication apps such as
− Unified Box (Phone, Chat, Email, Calendar, and Contacts
in a single app)
− TelePresence video conferencing system and
− WebEx web-conferencing app
• Access to Cisco’s AppHQ along with Android
Marketplace will enable companies access secure
mobile business-differentiated applications
• Tablets offering higher security and enabling
customized apps are preferred by enterprises over
retail consumer devices
Cius (Cisco) – Tablet for Enterprise Customers
• Aakash is an Android tablet jointly developed by the
London-based OEM, DataWind with the Indian Institute
of Technology and manufactured by the India-based
company Quad
• The seven-inch touch screen tablet features 256 MB
RAM, uses an ARM 11 processor with the Android 2.2
OS, has two USB ports and delivers HD-quality video.
Aakash has access to Getjar app store instead of
Android Market
• The device will be sold to the Government of India at
$50 and will be distributed to the students at a
subsidized price of $35
• The Aakash is designed to support various document,
image, audio & video formats
• The success will however depend on how well the
device is built and its usability
Aakash (Ubislate) – USD 35 Tablet for Students
Sources: CC Analysis
31

32. Educational institutes in India are also considering to deploy tablets
Digitized Board
Wi-Fi Router
Central Server
1
2
4
5
Students With
Tablets
• Authenticate
• Store and
disseminate
digitized
content
3:
• Read
• Annotate
• Consume
• Number of Courses Offered – 39
• Number of Students – Over 9,000
• Number of Faculty – Over 1,100
• Campus already enabled with Wi-Fi network
• Objective: : Digitization of all key study
elements
− Textbooks
− Daily notes distributed through a campus wide
Wi-Fi Network
− Automate class room attendance
• Solution:
− Deploy tablets to all students, enabling portability
and mobility
− Disseminate digitized textbooks and daily updates
of class notes to the tablet
− Deploy a location-based solution for automated
attendance marking in the classroom
• Currently in discussion with various tablet
OEMs and solution providers/system
integrators to source a complete solution
Process Flow for Classroom Notes Distribution
and Consumption on Tablets by Students
Case Study: Profile of a South Indian Engineering College considering tablets deployment
32

33. Telecom carriers, looking for higher data-based ARPUs have started
launching tablets bundled with their 3G services
Free Data Usage/Month
1GB
2GB
5GB
Advance Annual Rental (USD)
90
110
140
Discounted Monthly Rental (USD)
NA
12
16
Tariff Plans Prepaid & Postpaid
Key Device Features:
• Android 2.3 OS (Gingerbread)
• 7 inch Multi-touch Screen (480*800 pixels)
• 9 hours of talk time & 300 hours of standby time
• Extendable memory support
• Dual Camera (2 MP - Rear & VGA - Front )
• Fully featured mobile phone with FM radio
• Wi Fi Hotspot + Bluetooth and Live TV
• Reliance has started offering a mid-tier tablet bundled with its 3G services. It procures the device from ZTE
• The minimum cost of ownership for the consumer is USD 350 (device cost + 3G, annual 1GB plan)
• As per Convergence Catalyst estimates, Reliance has managed to sell 10K to 12K devices in the first 10 weeks of
its launch (as of end Oct’11), with majority of sales from Reliance’s existing enterprise customer base
• For new carriers such as Reliance, who have relatively uncongested 2G networks and are looking to attract high
ARPU subscribers on their 3G networks, tablet-bundled 3G services are a good option
Reliance Tab Proposition and Offerings
Device Cost – USD 260
Sources: CC Analysis; Industry Inputs
33

34. Going forward, with launch of 4G services in India, carriers could
potentially launch their services bundled with LTE enabled tablets
Apr ‘11
Jun ‘11
Jan ‘11
Sep ‘11
• Invitation to vendors for
appraisal on requirements
• Awarding network
contracts
• Technology evaluation
& standards definition
• RFP & vendor evaluation
Dec ‘11
• Test network setup &
ongoing network rollout
Apr ‘12
• Launch of commercial
services
Key Milestones for LTE Services Launch in India
• Going forward, as the LTE service are launched in India, Convergence Catalyst expects the carriers to offer
LTE enabled tablets, bundled with services
• The carriers can leverage higher data speeds of LTE technology to offer better connectivity and optimized
user experience to the consumers
• Although, currently the cost of LTE enabled tablets is high, pan-India LTE carriers such as Reliance-Infotel
can help drive the scale and decrease in devices cost
• Reliance-Infotel is reported to be in discussion with content providers such as Walt Disney, Extramarks Edu,
etc and tablet ODMs from Taiwan to source both content and devices and sell them at subsidized prices,
bundled with TD-LTE services
Sources: CC Analysis; Industry Inputs
34

35. Contents
Key Players in The Value Chain
Overview of Global Tablets Market
Potential Applications and Use Cases of Tablets for Consumers
Status of Current Tablet Market in India
Factors Contributing to Tablet Consumer Value Proposition in India
Challenges For Growth of Tablets in India
Forecasts for Tablets Sales in India
Something to Think About…
Potential Scenarios That Could Drive Tablets Adoption in India
Convergence Catalyst Credentials
35

36. A combination of Affordability, User Experience, Aspiration and Utility
will make Tablets a strong proposition for Indian consumers
Affordability
User
Experience
Tablet Value
Proposition
for Indian
Consumer
Aspiration
Utility
• Indian consumers are price-sensitive and the device
price needs to be in a ‘sweet spot’ for faster uptake
• The overall user experience of the tablet (including the
device user interface) is key to hold the users’ interest
• Tablet’s positioning should have strong aspirational
value, so that the consumers upgrade from their
existing devices
• Something for everyone makes tablet the ultimate All-
in-One device
Sources: CC Analysis
36

37. Most of the product categories in India witness steep uptake only after
the price becomes affordable to the mass market levels
• For a price-sensitive market such as
India, the cost of ownership (including
device and service cost) is a key factor
• For tablets to be adopted by the mass
market, the pricing of the device has
to be in the “sweet spot”
• The smartphones (adjacent product
category to tablets) sales in India have
increased significantly once the
average selling price of the device has
reached approximately USD 250
0
100
200
300
400
500
0
500
1,000
1,500
2,000
2,500
Q1'10
Q2'10
Q3'10
Q4'10
Q1'11
Q2'11
Q3'11
SmartphoneAverageSellingPrice
SmartphoneSales(inThousands)
‘000
USD
India Smartphone ASP Vs Sales Trend
(2010 – 2011)
Smartphone Sales Trend
Smartphone ASP Trend
Sources: CC Estimates; Industry Inputs
Affordability
37

38. +
+
A combination of fast data connectivity, slick user interface and relevant
content lend to the overall user experience on the tablets
Factors Lending to Overall Tablet User Experience
Slick Device
User Interface
Faster Data
Connectivity
Relevant
Content
• For an overall, optimized user experience on a tablet, along with the device user interface, availability
of fast data connectivity (3G/4G/Wi-Fi) and access to relevant and compelling content is necessary
• While the device user interface is a function of the software (OS and UI layer), hardware features (such as
processor, RAM and display), wireless data connectivity is provided by various telecom service providers
• Tablet OEMs and carriers should potentially partner with each other along with content developers and
application developers (for localized content and apps) to provide compelling user experience to the
consumers
User Experience
Sources: CC Analysis
38

39. Functional exposure breeds familiarity, which leads to aspiration of
devices upgradation among Indian consumers
Exposure
Wants
Needs
Aspires for More
Breeds Familiarity
Owns
Upgrades
Progresses to Other Categories
Flat Screen TVs
Notebooks
Smartphones
~12 mn
>20 mn
~20 mn
Current Installed Base of Product
Categories Adjacent to Tablets
Typical Indian Consumer’s Gadget
Ownership & Upgrade Cycle
• Typically Indian consumers aspire for their next device post exposure to functionality on an adjacent
category product
• This aspiration is also driven by device ownership by the peer group
• Tablets could potentially be positioned as the ‘cool, must-have’, device targeting the existing laptop and
smartphone owners who can supplement their current devices
Aspiration
Sources: CC Analysis; Industry Inputs
39

40. The tablets’ ability to be ‘something for everybody’ needs to be
optimally exploited by the players for Indian market
Computing
Consumption
Communication
Ultimate Convergence
• Understanding the key utility and
applications of a device is important
for consumers
• Multiple use cases such as book
reading, internet access, gaming,
email, music & video consumption,
video chat, etc for which different
segments of consumers use
different devices can be performed
by tablet
• The industry players can potentially
position the tablet as the ultimate
convergence device which caters to
the users’ various computing,
consumption and communication
needs
Utility
Sources: CC Analysis; Industry Inputs
40

41. While utility of tablets is extremely important to the tech savvy segment,
the high end youth and prosumers aspire the most
Consumer
Segment
Definition
Affordability
User
Experience
Aspiration
Utility
Corporate
Professionals
• Professionals who spend
most of the day in office
• Connectivity is high
priority
Tech Savvy/
Gadget Crazy
• Own latest device
• Early adopters
High End Youth
and Prosumers
• Aspirational Category
• May go beyond their
means to own better
gadgets
Mass Market
• May not be connected to
Internet but own a
communication device
Extremely Important
Highly Important
Important
Less Important
Insignificant
Key Tablets Value Proposition Factors Relevance for
Various Consumer Segments
Sources: CC Analysis
41

42. Contents
Key Players in The Value Chain
Overview of Global Tablets Market
Potential Applications and Use Cases of Tablets for Consumers
Status of Current Tablet Market in India
Factors Contributing to Tablet Consumer Value Proposition in India
Challenges For Growth of Tablets in India
Forecasts for Tablets Sales in India
Something to Think About…
Potential Scenarios That Could Drive Tablets Adoption in India
Convergence Catalyst Credentials
42

43. Sources: CC Analysis Note 1: ATL – Above The Line; 2: BTL – Below The Line
Indian consumers do not yet understand the core value proposition of
tablets
• While the average Indian consumer clearly understands the core value proposition of a Television, Mobile
Phone and a PC and is comfortable using them, lack of consumer education and established core value
proposition for a tablet is a major challenge in India currently
• Many Indian consumers, even in urban areas, are unable to understand the need to own a third personal
device (apart from their smartphone and laptop) and justify the purchase of a tablet, especially since the price
of desired models such as Apple iPad and Samsung Galaxy Tab are quite high
• The industry players need to educate the customer and the channel through both ATL1 and BTL2
communication channels to overcome this challenge
Television
Mobile Phone
Personal Computer
Tablet
43

44. Sources: CC Estimates, Industry inputs
Lack of ubiquitous 3G network coverage and faster data speeds will fail
to provide optimum user experience on tablets
Total Site Capacity: 40 Er
Total Capacity Available for Data Usage
Voice Usage for 1100 Subscribers @ 0.035
Er per sub
1 2 3
1
2
3
Total Site Capacity: 105 Er
Total Capacity Available for Data Usage
Voice Usage for 1100 Subscribers @ 0.059 Er
per sub (assuming higher usage for 3G sub)
1
2
3
Voice and Data Capacity for 2G Site (Erlangs)
Voice and Data Capacity for 3G Site (Erlangs)
1 2 3
• The 3G network coverage in India is still patchy and not ubiquitous
• Most of the 3G networks in India (especially those of incumbent carriers) are not yet optimized for data. In some
cases, the cell sites are configured for a maximum of 0.5 Mbps data rates, which are insufficient to provide
optimum experience on tablets
• Although Aircel has deployed about 50,000 Wi-Fi hot spots in areas with high, concentrated foot falls such as
malls and theaters in different cities, the usage and data traffic through these hot spots is significantly low
44

45. Prevalent piracy, low digital content sales and lack of alternate payment
models are other challenges for uptake of Tablets in India
• The increased number of defaults and the
clean-up of credit cards portfolio by the
banks has decreased the (already low)
number of credit cards between 2008 to
2010
• This is a hindrance for purchase of apps
from tablet platform various app stores
• Majority of Indian consumers (including
youth) do not pay for multimedia
content that they consume on their
mobile devices
• Such behavior of Indian consumers is
discouraging for ecosystem players
trying to monetize multimedia content
on tablets
22
29
18
0
10
20
30
40
2006
2008
2010
Total No. of Active Credit Card
Users in India (mn)
Various Modes of Mobile Music
Access for Indian Youth
Source: Nokia Mobile Music Youth Survey – Oct 2011; I-Cube 2009 & 2010 Report; FICCI Frames – PWC Report; RBI
Sharing With
Friends
Dwnld From
Pirated Sites
Paid Dwnld
From Carrier
91%
69%
<5%
Online Music Sales in India
(USD ‘000)
• Easy availability of free, pirated content
and high price of songs available from
DRM channels
• In India there is approximately 1 legal
download for every 50 illegal
downloads
40
220
0
50
100
150
200
250
2007
2010
45

46. Contents
Key Players in The Value Chain
Overview of Global Tablets Market
Potential Applications and Use Cases of Tablets for Consumers
Status of Current Tablet Market in India
Factors Contributing to Tablet Consumer Value Proposition in India
Challenges For Growth of Tablets in India
Forecasts for Tablets Sales in India
Something to Think About…
Potential Scenarios That Could Drive Tablets Adoption in India
Convergence Catalyst Credentials
46

47. TotalInstalledBaseofUnique
MobileDeviceUsers(2011)
Sources: CC Analysis, Industry inputs Note: ASP – Average Selling Price
Classification
of Mobile
Devices
Split of Each
Type by ASP
Segment
Growth of Mobile
Phones (2012-14)
by Type & ASP
Assumptions:
• All the Tablet owners will be existing owners of mobile phones for the forecast period. Tablets will coexist with mobile
phones and/or computers
• High and Medium ASP smartphone owners will have greater share of (high and mid ASP) tablets and also will be the early
adopters, followed by high ASP feature phone users, who are expected to primarily buy mid and low end tablets
• All the current and future computer (PC/Laptop/Netbook) owners will also own mobile phones (smartphone or feature phone)
Feature
Phones(FP)
Smartphones
(SP)
Low ASP
Medium
ASP
High ASP
Adoption by
Industry
Verticals
Carrier
Bundling
Adoption by
Unconnected
Segment
Potential Ecosystem
Enablers Driving
Tablets Adoption
Total Tablet Sales
by Year for
Different Scenarios
The tablets adoption in India has been projected basis the installed base
and growth of different mobile phones and other ecosystem enablers
- Input
- Output
Low ASP
Medium
ASP
High ASP
Total Unique
Mobile Device
Owners
Bullish
Base Case
Bearish
47

48. Tablets could potentially reach the sales of over 5.5 million in 2014
214
924
2,375
5,537
214
777
1,507
2,256
214
312
378
458
0
2,000
4,000
6,000
2011E
2012E
2013E
2014E
Forecasts for Tablets Sales in India by Year
(2011 – 2014, in Thousands)
‘000
Bullish
Base Case
Bearish
Feature Phone
• High ASP - $140 to $180
• Mid ASP - $80 to $140
• Low ASP - $40 to $80
Smartphone
• High ASP - > $400
• Mid ASP - $200 to $400
• Low ASP - <$200
Tablet
• High ASP - > $500
• Mid ASP - $250 to $500
• Low ASP - <$500
Sources: CC Estimates and Analysis
• Globally, tablets are following the adoption
path of smartphones, and not of netbooks. We
believe it will be a similar case in India as well
• In 2012, majority of the sales are expected to
come from the retail channels, and the
consumers (especially, mid-tier segment) will
choose to purchase either a smartphone or a
tablet but not both (at least within 6 to 9
months of purchase of the former)
• Significant adoption by verticals such as
education, retail, aviation, etc and also the
unconnected segment is not expected before
2013. By then we expect ecosystem to be
ready with mobile networks coverage, digitized
content, communicating the value proposition,
etc
48

49. Contents
Key Players in The Value Chain
Overview of Global Tablets Market
Potential Applications and Use Cases of Tablets for Consumers
Status of Current Tablet Market in India
Factors Contributing to Tablet Consumer Value Proposition in India
Challenges For Growth of Tablets in India
Forecasts for Tablets Sales in India
Something to Think About…
Potential Scenarios That Could Drive Tablets Adoption in India
Convergence Catalyst Credentials
49

50. There exist a number of potential drivers on the demand side…
Parameter
Key Statistic
• Number of active internet users in India
• ~97 Million
• Number of existing PC users in India
• Over 52 Million
• Number of active 3G subscribers in India
• Between 15 to 18
Million
• Number of TV Households in India
• ~ 141 Million
• Number of unique mobile device owners in India
• Over 540 Million
• Number of unique smartphone users in India
• Over 20 Million
• Number of IT and ITES workforce in India
• ~ 2.3 Million
• Number of Facebook users in India
• ~ 36 Million
Opportunities for Tablet ecosystem in India to explode (1/2)
Sources: CC Analysis; Industry Inputs, NASSCOM, TAM India, IAMAI, MAIT
50

51. Sources: CC Estimates and Analysis
Opportunities for Tablet ecosystem in India to explode (2/2)
Parameter
Key Statistic
• There is an App for everything
• NA
• Touch – The new paradigm
• NA
• Indian government’s ambition for the education sector
• USD 35 Tablet
• Number of global tablet sales in 2012 (projected)
• Over 110 Million
• China and Taiwan based ODMs driving economies of scale
• NA
…and, on the supply side
It is up to the ecosystem players to navigate through a highly fragmented retail
universe, diverse consumer segments, unique consumer expectations & complex
market dynamics and capitalize on the opportunity called INDIA!
51

52. Contents
Key Players in The Value Chain
Overview of Global Tablets Market
Potential Applications and Use Cases of Tablets for Consumers
Status of Current Tablet Market in India
Factors Contributing to Tablet Consumer Value Proposition in India
Challenges For Growth of Tablets in India
Forecasts for Tablets Sales in India
Something to Think About…
Potential Scenarios That Could Drive Tablets Adoption in India
Convergence Catalyst Credentials
52

53. Technology
Telecom
Media
Convergence Catalyst brings vast telecom industry & consultancy
experience to offer research and consulting services in the TMT domain
• Head, Product Marketing - Motorola
• Head, Product Management – MTS
• Senior Manager – Tata Teleservices
• Product Manager – Nokia
• Test Lead, RF – Qualcomm
• Network Planning & Optimization – ITI
• Senior Management Consultant –
Analysys Mason
Companies Worked For
Key Functional Roles Held
Telecom
Industry
Management
Consulting
Domain Experience
Telecom Industry and Management Consulting Experience of Key Convergence Catalyst Core Team Members
53

54. Convergence Catalyst services include market analysis, product offerings
consultancy, investment advisory and custom research
Market Analysis
Product Offerings
Consulting
Custom Research
Investment
Advisory
Leverage deep
understanding of
technology, regulation,
operations and
economics of TMT value
chain to come up with
reports and analyst
notes on the latest
industry developments
Leverage extensive
experience in end-to-end
mobile devices
development and launch
with both enterprise and
retail customers to offer
operations consulting to
various Indian and global
product companies
Understanding of
industry & key players
dynamics and investors
mindset provides a
unique advantage to CC
to offer both due
diligence services and
investor pitch-book
development
CC leverages its vast
contacts base in the
TMT domain to gather
key inputs on specific
industry and/or
company developments,
and offers custom
research reports, fact
packs, etc based on in-
depth analysis and
valuable insights
Focus Areas
• Market sizing
• Opportunity
assessment
• Key player strategies
Focus Areas
• Product portfolio &
roadmap development
• Technical marketing
• Business case development
& RoI estimation
• Pricing & positioning
strategies
• Placement plan
• Marketing plan
• Competitive analysis
Focus Areas
• Due diligence
• Investor pitch-book
development
Focus Areas
• Market assessment
• Forecasting analysis
• Key partner
identification
• Competitive
intelligence
54

55. About The Author – Vijay Ramanathan
Vijay Ramanathan brings over two decades of international industry experience with over 15 years in the
telecom industry. His expertise lies in Product Management & Marketing - from Strategy to Positioning &
Execution. He brings a keen insight on key Market Trends that can be converted into actionable plans.
Armed with firsthand knowledge of the India Telecom market & the Indian consumer, he has a deep
understanding of the hygiene & requirements needed to succeed in the market, having launched upwards of
50 handsets from the very low tier to the high tier segments. He witnessed & participated firsthand in the
explosive hockeystick growth in the Indian Telecom market for the last 10 years and has developed a well
rounded knowledge of the dynamics in the Operator, Handset, Infrastructure, Regulatory, Retail & Distribution
areas in the India Telecom market - keeping a keen eye on advancements in the Wireless/Internet/Gadget/
VAS/general technology areas globally.
Most recently, he headed Handset Marketing for MTS, a CDMA operator in India. Prior to that, he was Head,
Product Marketing at Motorola Mobile Devices between 2003-08, responsible for all handset product
launches & in reaching No.2 in India. He has also held Business & Product positions in Telecom Software,
Cellular Infrastructure & Auto Navigation industries in USA and India.
55

56. About The Author – Jayanth Kolla
Jayanth has close to ten years of experience in the Indian telecom industry, having worked as a technocrat
(core & access), product manager, marketer and strategy consultant. He has experience working with telecom
carriers, leading mobile device manufacturers and management consulting firms.
As a technocrat, Jayanth was involved in rolling out the first rural wireless telephone network in India for a
private carrier, implementation of S-HLR and testing of CDMA mobile devices. He has worked in multiple
capacities in technical marketing, program management, new product development & product marketing
launching a number of GSM & CDMA mobile devices in India, both through carrier and retail channels across
the portfolio. He has also led the ‘Open Market Handsets’ initiative for Tata Teleservices in 2010.
Jayanth has a strong understanding of various consumer segments, distribution channels, ATL & BTL
marketing elements & product positioning strategies both in B2B & B2C channels in the Indian telecom
market .
As a management consultant, Jayanth has worked extensively in research & analysis, market entry, business
growth strategy & investment advisory across various players in the telecom value chain including technology
& chipset companies, infrastructure vendors, device OEMs, carriers, VAS companies & PEs/VCs
Worked with Companies: Tata Teleservices, Kyocera, Motorola, Nokia and Analysys Mason
56

57. Thank You
Contact Us :
Vijay Ramanathan, vijayr@convergencecatalyst.com
Jayanth Kolla, jayanthk@convergencecatalyst.com
www.convergencecatalyst.com
Twitter: C_Catalyst