Informate Informate MobileConsumerInsights

ForQualcomm

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Agenda

Introductions Whoweare? IndustryTrends Industry Trends Indiacomparedwiththedevelopedworld KeyactivitiesundertakenonMobile Key activities undertaken on Mobile Segmentsthatdriveusage DataandDataservicesusage Topapplicationsinstalledonphones FeaturePhonesvs.SmartPhones F Ph S Ph

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Tobecomethemosttrustedsourceformobilemetricsforthe globaltelecomindustry global telecom industry Vision

TrackingtheSmartPhoneindustrysince2009 PresenceinIndia&USA 5000+strongpanelstrengthacrossIndia&USA

CoreProducts Informate SmartMeter

MobileMeteringtechnologyforcapturingactual Mobile Metering technology for capturing actual behavioraldatafromSmartPhonesandTablets

Informate Quest
MeasuringtheworldsleadingOSs Android, BlackBerry,iPhone,Symbian,WindowsMobile Ondevicesurveyplatform forconductingsurveys throughthemobilephone

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IndustryTrends I d t T d

Indiacomparedwiththedeveloped world KeyactivitiesundertakenonMobile Segmentsthatdriveusage DataandDataservicesusage Top applications installed on phones Topapplicationsinstalledonphones FeaturePhonesvs.SmartPhones.

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Savvy Consumers Not so nascent market

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Closeto3hoursperdayspentonMobile
USA India
AllFigsrepresentActive Time(mins)

203mins/ day

161mins/ day

UsersintheUSspendabout40minutesmore ontheirmobileperdaythanusersinIndia on their mobile per day than users in India

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IndiaatparwithUSonapplicationsandservices accessedonMobile.
TopGenresbyReach USAvs.India
100 90 80 70 60 50 40 30 20 10 0

USA

India

Reach% Reach %

Categorieswhichshowsignificantdifferencesare Weather, InternetRadioandShopping

7
Copyright2011Informate. Source:InformateJan2011Track

HighesttimespentonBrowsing.
Smartphoneusage
Applications 10 Phone Management 7 Utility Apps 7%
Ph Features 2% Office 1%

TotalActiveTime:161minutes/day

Social Networking Browsing Sites 31 8% Search 4% Adult VAS 3% Portals 4% Rest 12%

Around2hours40mins isspentonthe phoneperday.OfwhichBrowsingthe mostimportantactivity contributing closetoathirdofthetotalActivetime.

Multimedia 22% Entertainment 25 Games 3%

Call C ll 11% Chat 3% Messaging 10% Emails 1% Communication 27

Source:InformateIndiaFeb2011Track

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Youth, Youth Smaller Towns, drive Towns consumption

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YouthandCircleCdriveusage
DriversofMobileUsage
AllFigsrepresentActive Time(mins)

AgeGroup

Telecircle Metros 157mins 157mins

1517yrs 1824yrs 2530yrs 3135yrs 3640yrs 41yrs+ 166 151 138 129

192 195

CircleB 155mins 155 155 mins

CircleC Circle C 184mins 184mins

CircleA 165mins 165 i 165 mins

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Source:InformateIndiaFeb2011Track

Day D part analysis t l i

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ThetimespentontheSmartphoneishighestatnight
Timespent Bydaypart
10pm 7pm 7am 10am 1pm 10am 7pm 7 pm 4pm 1pm 4pm
AllFigsrepresentActiveTime(mins perday)

10pm 7am 7 am

EarlyMorning

Morning

Afternoon

LateAfternoon

Evening

Night

43

23 18

26

25

27

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Content accessed differences between metro and smaller towns

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MetrosarecharacterizedbyhigherPageviews spentonBFSI
TopwebsitegenresbyPageViews Telecircles
AllFigsinpageviews%

CircleA
SocialNetworking Search VASPortal Portals AppStoresite

CircleB
SocialNetworking Search VASPortal AdultContent Adult Content Webmail

CircleC
SocialNetworking Search Sportssites VASPortals VAS Portals Webmail

Metros
SocialNetworking VASPortal Search BFSIandOnline BFSI and Online Trading Webmail

SocialNetworking,Search andVASPortalsfigureinthetop5genresacrossTelecircles.

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Source:InformateIndiaJan2011Track

Content accessed differences between prepaid and postpaid

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ActivetimespentonSmartphoneishigheramongthe Prepaiduserbase. AllFigsinpageviews%

Prepaid ActiveTime Postpaid

168mins 168mins
25.5 14.4 12.3

126mins 126mins
SocialNetworking Search Webmail AdultContent Portal AppStoresite Sportssite Video BFSIandOnlineTrading BFSI and Online Trading
25.1 10.6

ValueAddedServicesPortal 7
5.1 10.3 3.5 3.6 10.4 1.3 10

PageViews(%)

6.2 5.8 5.6 5.4 5.1 3 2.9

AmongstPrepaid subscribers

Socialnetworking,Searchand VASportals contributedtomore

thanhalfofthePageviews.
Copyright2011Informate.

IncaseofPostpaid subscribers,it wasSocialNetworkingalong withSportsandBFSIthat d contributedtoahighershareof PageViews

Source:InformateIndiaJan2011Track

Search, Social Networking, Vas g Portals are the key genres accessed

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CategoryadaptivenesshighestforSearch,SocialMediaand

VAS
HighReach HighDuration Search SocialNetworking Social Networking Chat VAS

HighReach LowDuration
Mail AppStore pp Video Map
Adult BFSI ContentSharing Portal News MobilePayment Blogging Entertainment&Fun

LowReach LowDuration

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Data Usage in India is 1/5th that of US

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DataUsage Indiavs.USA
Totaldatausageperuserperday (inMB) Total data sage per ser per da (in MB)

53MB
11MB

20
Copyright2011Informate. Source:InformateJan2011Track

Wi-fi Usage ( f g (India) is it ) significant?

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17%mobileusersarealsoWiFiusers
ProportionofWiFiusers OnlyMobile Internet
BothMobile Internet& WiFi

Contentaccessed KeyDifferences
Emails 31 42

83%

16%
1% OnlyWiFi

ContentSharing apps

18 25

VideoApps

17 19

DataUsage MobileInternetvs.Wifi Mobile WiFi

TVApps

12 26

10MB

13MB

BFSIApps
Mobile

10 15
Wi Fi WiFi

Higherusageofdataaswellasdata intensiveservices Higher usage of data as well as dataintensive services (TV,ContentSharing,Email)seenamongstuserswho accessinternetviaWifi
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Which apps are users downloading?

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Utilityapps andGames arethemostpopulargenresof

pp appdownloads.
TopAppgenresInstalled
AllFigsin%

UtilityApps 53% Games 34% Multimedia 32% Security 19% Chat 19%

Base:AmongstthosewhoinstalledanyApps

24

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Source:InformateIndiaFeb2011Track

Content Sharing (Uploads) on Phones what does i l k Ph h d it look like?

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ContentSharing

The Social Media revolution on SmartPhones has lead to openness in TheSocialMediarevolutiononSmartPhoneshasleadtoopennessin

sharingcontent.

17%
accessedacontentsharing g website

11%
facebook usersuploaded photos

3%
YouTubeusersuploadeda YouTube users uploaded a video

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Source:InformateIndiaJan2011Track

Video Usage trends - over the last g year

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ProliferationofVideoonMobile

VideosaccessedviaApps

Feb F b 2011 Feb2010

8.9%

17.6% 17 6%

97%

EitherwaysVideoaccessvia phoneshasshotupinthe phones has shot up in the last1year.

Videosaccessedviawebsites Videos accessed via websites

34.8%

Feb2011

50%
23.2%

Feb2010

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Source:InformateIndiaFeb2011Track

Usage difference between Feature phones and F h d SmartPhones

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SmartPhoneusersuse21%moredata thanFeaturePhoneusers

DeviceUsage
ActiveTime DataUsage %usingWifi

FeaturePhones 172mins

SmartPhones 155mins

9.6MB
9%

11.6MB
23%

30
Copyright2011Informate.

EarlyAdaptorsofSmartPhones 3640yrolds,Metros,

Postpaidusers
Telecircle Age
<18 1824yrs 2530yrs 3135yrs 36 40yrs 3640 yrs 40+yrs

Feature Phones A B C Metros 36% 40% 11% 13%

Smart Phones 35% 35% 12%

Feature Phones 4% 29% 23% 17% 11% 16%

Smart Phones 4% 22% 23% 18%

18%

16%
17%

ConnectionType Connection Type SmartPhones

7% 93% Feature Phones Smart Phones 21%

Postpaid Prepaid

79%

Usagebehavioramanifestationoftheprofile
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answers@informatemi.com @i f i

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