How exactly do people use their mobile phones? Which applications do they spend time on? This report is based on actual usage data captured using an opt-in research panel and mobile metering technology.

1. Mobile Usage in India “an Informate Mobile Intelligence Report”

3. Quota plan based on tele-circle (representative cities within each circle), age range, gender spread, handset price range & available service operator

4. On successful registration & installation of the SmartMeter, his/her profile data is collected

5. The meter starts tracking the usage and Actual usage data of every panelist is captured and is transferred through GPRS to the server, on a daily basis

6. Captured actual usage of applications/ features etc., are analyzed at the aggregate level to understand behavior and track usage patternsMobile User Completes Registration Agrees to be a part of the meter panel Operator Installs meter application on device Informate Oparticipating in the brands survey. Click http://test.mobileinformate.com/Ol.aspx?t=e31f1fedf288190 to continuen behalf of DB5, thank you for How Informate works? Active Time Communication Entertainment Browsing Ph. Mgmt Other Apps Others Receives an SMS with a WAP link to the application Option s Menu Call Games Download Phone Navigation Call Apps Chat Multimedia Surfing Security Productivity Suites Application transfers usage data to Online Servers on a daily basis Connectivity Phone Feature e-mail Phone Utility Online access to view periodic reports What is captured by the SmartMeter? Messaging Voice Mail Other Communication 2

7. 3 Moving to 3G With 3G access we are heading towards a significant scenario change– time spent on Traditional communication activity [call and Messaging ] on mobile would be overshadowed by Entertainment and Internet browsing. Mobile active time [ out of 24 hours ] Core activity split of the active time [ 2hr 14 mins] [ 43 mins ] [ 38 mins ] [ 30 mins ] [ 15 mins ] [ 8 mins] Source: Informate Mobile Meter © Copyright 2009 Informate. Overall Base: 845 What is Active Time? ”Active Time” is the time spent on mobile phones doing deliberate activities. For example, calling a contact, playing games or listening to music are accounted to "Active Time" Informate’sMobile Usage Tracker reveals that the active time spent on the phone is over 2 hours a day. Of the total active time spent on phone, 43 minutes are spent on Communication (Call,messaging,chat). Interestingly Entertainment & Browsing together form a significant portion of the active time spent – over an hour daily!!

8. 4 Mobile Marketing Currently almost a third of the total time spent on communication involves Messaging … We believe SMS marketing is still at a nascent stage, but is extremely attractive for targeting the young (Age group 18-24 years) who are most active on SMS What constitutes Communication (43 minutes of usage/ day) SMS Traffic Direction [ 26 mins ] [ 14 mins ] [ 2 mins ] [ 1 min ] © Copyright 2009 Informate. Source:Informate Mobile Meter Overall Base: 845 Volume of incoming messages is higher than outgoing: 1 SMS sent for every 2 SMS received . Messaging more active amongst the younger age groups.

9. Mobile Marketing Overall, 2/3rd of the consumers are positively disposed to at least some advertisements on their mobile phones Adjectives associated with Mobile Ads. Source:Informate Mobile Survey © Copyright 2009 Informate. Overall Base: 982 Discussion on appropriateness and content of advertisements continues with Mobile ads. … - While Helpful, Useful, Entertaining and Innovative are some of the positive adjectives used to associate Mobile ads – negative associations such as Irritating, Unnecessary , Unpleasant and Interfering delivers a caution on use. 5

10. Mobile Marketing Amongst the different mobile ads that consumers would like to receive, “Discount coupons” are perceived to be most enticing Mobile Ads that consumers have responded to in the Past Mobile Ads that consumers would like to receive © Copyright 2009 Informate. Source: Informate Mobile Survey Overall Base: 982 Receiving Mobile Advertising: Respondents having positive association with mobile ads would prefer to receive ads via SMS (84%) and as tickers on an idle screen (24%). 6

12. Orkut (29%) is the most accessed site under social networking category followed by Frenzo (20%) & Facebook (17%).

13. Search is clearly dominated by Google with a 92% share© Copyright 2009 Informate. Overall Base: 561 Source: Informate Mobile Meter

14. 8 Mobile Entertainment Multimedia activities which include playing songs, listening to music and viewing pictures form a major chunk of time spent on entertainment activities. Share of total entertainment time (38 minutes/ day) Multimedia split- Time spent [ 32 mins ] [ 2 mins ] [ 14 mins ] [ 6 mins ] [ 6 mins ] [ 9 mins ] Source: Informate Mobile Meter © Copyright 2009 Informate. Overall Base: 845 Time spent on Multimedia activities is over 5 times as compared to total time spent on Games. Around 32 minutes is spent on Multimedia activities daily – of which radio and camera usage account for a quarter of the share. Overall Base: 845

15. 9 Mobile Entertainment- Applications Installed Users moving up from using only native applications - Potential for third party applications Chat Applications installed Call Applications installed Source:Informate Mobile Meter © Copyright 2009 Informate.

16. 10 Mobile Phone – Active Game Time Spent Mobile Gaming still at a nascent stage ……. Native games contribute to a large share of actual game usage Game activity Game Categories [ 10 mins ] [ 124 mins ] Source:Informate Mobile Meter © Copyright 2009 Informate. Overall Base: 564 Gamers? ”Gamers” are those people playing games on their phones at least once a month. The mobile meter data shows that the average time spent by a “Gamer” is 10 minutes from a total of over 2 hours of active time. Card category is the most favorite amongst gamers

17. 11 Questions? If you are interested in purchasing research reports or other Informate services or if you have a question about our research please contact: Deepak Dasila deepak.d@informatemi.com answers@informatemi.com Phone: +91 22 4068 2894 Registered Office:Informate Mobile Intelligence Pvt. Ltd.517, Palm Spring, 5th Floor, New Link Road, Malad (W),Mumbai - 400064, India.Ph: 022-40682822