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Mobile phone landscape: India 2013Launch and search trends
The #1 Gadget Research Website in India
Nitansh Rastogi, Correspondent
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91mobiles is a leading research andcomparison website for mobile phones in
India
The 91mobiles catalogue contains over
15,000 devices launched since the
websites inception in 2010; includespractically every mobile phone launched in
India over the last 2-3 years
Over 25 million people visited 91mobiles
in 2013 and browsed over 125 million
pages to research mobile phones & tablets
This report provides insights pertaining to mobile phone launches in 2013, theirspecifications, search trends seen on 91mobiles, and an outlook for 2014
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About 91mobiles and this report
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Mobile phone launch trends in 2013
A year that saw a high growth in phone launches, the growing role of Indian brands, andan upward shift in the value chain by users and vendors alike
Specifications we saw in 2013 in mobile phones
Devices evolved in (almost) all aspects, but some trends stood out. Indian brands
managed to catch-up with international brands in hardware specs, barring a few high-end
features
User choices revealed!
The most popular devices and brands based on user searches on 91mobiles.com
The tablet landscape in 2013
Thriving market, but only in some segments
Looking ahead to 2014
A sneak peek at the brands, trends, and technologies to look forward to in 2014
Methodology and disclaimers
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Report Outline
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A few surprising,and some not-so surprising findings >
PHONELAUNCHES
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957Total phonelaunches in
2013
68 brands in India
48 Indian brands | 20 International brands
85%growth
515Total phonelaunches in
2012
5
Phone launches nearly doubled in 2013 ascompared to 2012
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Relative share of mobile phones launched by Indian & international brands in 2012 and 2013
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013
Indian brands International brands
60%
40%
68%
32%
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Indian brands account for almost 70% of mobiledevices launched in 2013
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60%
40%
68%
32%
7
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013
Below Rs 2k Rs 2k-5k Rs 5k-15k Rs 15k-25k Above Rs 25k
Basic phones(below Rs 2k)
Feature phones(Rs 2k-5k)
Affordable phones(Rs 5k-15k)
Mid-range phones (15k-25k)
High-end phones (> Rs 25k)
Mobile phone launches by price segment in 2012 vs 2013
40%
29%
21%
5%5%
29%
22%
38%
6%5%
Affordable segment (Rs 5k-15k) saw the mostaction in 2013 in terms of phone launches
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60%
40%
68%
32%
8
17
212
146
207
1
49
90
151
0 50 100 150 200 250
Rs 15k-25k
Rs 5k-15k
Rs 2k-5k
Below Rs 2k
2012 2013
37% growth
62% growth
333% growth
1600% growth
Price-wise distribution of phone launches by Indian brands in 2012 vs 2013
Note: Data represented for 582 launches in 2013 and 291 launches in 2012 by Indian brands, for which pricing details are avai lable
Indian brands are shifting towards higher pricesegments in 2013
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60%
40%
68%
32%
9
15%
46%
19% 19%
36%39%
25%23%
0%
25%
33%
42%
69%
25%
6%
0%0%
10%
20%
30%
40%
50%
60%
70%
80%
< Rs 5k Rs 5k-15k Rs 15k-25k Above Rs 25k
Samsung Nokia Sony Micromax
Price-wise distribution of phone launches by key brands in 2013
Samsung - Present across segments, but large # of launchesin the popular Rs 5k-15k segment.
Nokia - Distributed across segments. Sony- All eggs in the premium basket. Micromax - Dominates the low-end, but moving upwards fast.
How key brands distribute their launches acrossprice categories differing focus areas
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Indian brands domination in total phone launches driven by large number of under Rs 2k devices, aswell as due to the fact that Android is a great leveller in the affordable smartphone segment
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Top 10 brands with highest number of launches in 2013
65 6563
5957
54
3634 33 33
INTEX KARBONN LAVA +XOLO
MICROMAX CELKON MAXX VIDEOCON LEMONMOBILES
SAMSUNG SPICE
Indian brands dominate in number of phone launches
- Samsung is the only international brand to find a spot in the top 10
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12
11
7
6 6 6
5
3 3 3
SAMSUNG HTC SONY LG NOKIA LENOVO APPLE BLACKBERRY GIONEE HUAWEI
Top 10 brands with highest number of launches above Rs 15,000 (In 2013)
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International brands are kings of the Rs 15,000+price band; no Indian brand in the top 10
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65
57
54
19
63
27
23
18
6
8
0 10 20 30 40 50 60 70
INTEX
CELKON
MAXX
LENOVO
LAVA + XOLO
2012 2013
Launches by brands in year 2012 vs 2013
Lava seems to be doing well with its dual brand strategy, with the mid-range segment under the XOLObrand, and feature phones under the Lava brand
12
Note: Graph features brands with highest % growth in launches from 2012 to 2013, among brands with at least 5 launches in 2012
Lava: 38, XOLO: 25
Lava: 6, XOLO: 2
Brands with the maximum growth in launches inthe year 2013: Lava is the biggest gainer
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24
9
1618
11
1
12
16
0
5
10
15
20
25
30
WYNCOMM AKAI SONY HTC
2012 2013
Launches by brands in year 2012 vs 2013
While fall in number of launches may be an indicator of competitive pressures, fewer launches from Sony maybe due to a conscious change in the companys strategy after breaking its partnership with Ericsson in 2012.
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Brands with fewer number of launches in 2013 ascompared to 2012
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Specs we saw in mobile phones in 2013 >
SPEC-TALK
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5
53
0
10
20
30
40
50
60
NUMBER OF DEVICES
2012 2013
0
5
24
9
9
6
0 5 10 15 20 25 30
ABOVE RS 25K
RS 15K-25K
BELOW RS 15K
International brands Indian brands
Phablet launches in 2012 vs 2013 Phablet launches by price segment, in 2013
>10xincrease
Interestingly, while Samsung kickstarted the large screen trend, Indian brands have taken them to themasses with a wider and more affordable range on offer
15
Age of giants 10x growth in phablet launches(We define Phablets as devices with screen sizes more than 5-inches and lower than 7-inches)
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Chinese companyMediaTeks
affordable quad-coreprocessor is leveling theplaying field and allowing
Indian brands to offerbudget quad-core
devices
Quad-core phone launches in 2012 vs 2013
Quad-core devices launched
7 in 2012 | 129 in 2013
16
69
60
7
0
0 20 40 60 80
INTERNATIONAL BRANDS
INDIAN BRANDS
2012 2013
Phones became more powerful thanks toquad-core processors
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43
166
158
5
43
61
0 20 40 60 80 100 120 140 160 180
13MP AND ABOVE
8-13MP
5-8MP
2012 2013
# of phone launches by camera resolution in 2012 vs 2013
> 4xgrowth
> 8xgrowth
Indian brands kept pace with International brands in the camera resolution department
> 2.5xgrowth
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Smartphone meets camera - the megapixel warscontinued and 8-13MP cameras became the norm
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298
438
64
96
0
100
200
300
400
500
600
2012 2013
Indian brands International brands
362
Dual-SIM devices in 2012 vs 2013
534
In 2012, 70% of devices launched were dual-SIM, vs. 55% in 2013
18
Dual-SIM phenomenon growing, but at a slowerpace; Indian brands continue to dominate
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39%
59%
61% 41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013
Indian brands International brands
3G-enabled devices launched in 2012 and 2013
In 2013, 40% of all the devices launched were 3G capable, up from 30% in the year 2012
Cheapest 3G devicein 2013
Micromax A30 Smarty3.0
(Rs 3,999)
Cheapest 3G devicein 2012
Celkon A95(Rs 5,999)
155 385
19
3G adoption on the rise: 3G device launchesincrease by 2.5x, lead by Indian brands
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36%
64%
33%
67%
Total - 39
39 smartphones with full HD resolution in 2013 vsonly one (HTC Butterfly) in 2012
24 smartphones with ultra-thin casings (8mm orless) in 2013, as against just four in 2012
Full HD devices launched in 2013 Thin devices launched in 2013
Total - 24
20
International
brands
Indian
brands
Internationalbrands
Indian
brands
International brands score high on innovation andpremium features: full HD displays & svelte design
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59%
39%
Mobile phone launches in 2013 segregated by OS
Others includes basic phones and feature phones (proprietary OS, Nokia Asha OS, Java platform, etc.)
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Android
Others
WindowsPhone
BlackBerryOS
iOS
Android still on warpath, being the only smartphone OS in
use by Indian brands
S il
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THINNEST SMARTPHONE6.18mm
Huawei Ascend P6
LARGEST DISPLAY6.44-inches
Sony Xperia Z Ultra
RAM 3GBSamsung Galaxy
Note 3
CAMERA41-megapixels
Nokia Lumia 1020
LARGEST BATTERY4,050mAh battery
Huawei Ascend Mate
PROCESSOR64-bit computingApple iPhone 5S
PROCESSOROcta-core ExynosSamsung Galaxy
S4 andNote 3
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Spec milestones:Devices that set new benchmarks
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MOTION SENSING
M7 co-processor Apple iPhone 5S
MULTIMEDIABoom Sound
HTC One MOTION SENSINGStep Counter
Google Nexus 5
SECURITYFingerprint sensor (Touch ID)
Apple iPhone 5S
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Feature milestones
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Based on over 125 million page views on91mobiles.com >
USERSCHOICES
2013
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Brand Total # of modelsin the market
% of page views in2013
SAMSUNG 160 20.9%
MICROMAX 170 12.0%
SONY 55 8.3%
NOKIA 120 8.0%
KARBONN 148 6.2%
APPLE 20 4.0%
LAVA 75 3.5%
Note: Popularity by page views in 2013 for all devices of a brand, including prior launches
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Most popular brands in 2013 the usual suspects
Th id / l f 5k 15k t
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7%
25%
50%
11%
4%
3%
Rs 5k-15k
> Rs 35k < Rs 2k
Rs 2k-5k
Rs 15k-25k
Rs 25- Rs 35k
Page views for devices based on different price segments
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The mid-range / value-for-money 5k-15k segmentmost popular with users
M t h d h i th b d t
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MicromaxA110SuperfoneCanvas 2
Launched in: Nov 2012
MicromaxA116Canvas HD
Launched in: Feb 2013
SamsungGalaxy SDuos
Launched in: Sept 2012
NokiaLumia 520
Launched in: Mar 2013
Samsung
GalaxyCore
Launched in: Jun 2013
#1#2
#3
#4#5
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Most searched phones in the budget range(Rs 5k-15k): Micromax and Samsung rule the segment
M t h d h i th id t
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SamsungGalaxy
Grand Duos
Launched in: Jan 2013
SonyXperia C
Launched in: Oct 2013 MicromaxCanvas 4
Launched in: July 2013
Sony
Xperia LLaunched in: May 2013
NokiaLumia 720
Launched in: Mar 2013
#1#2
#3
#4#5
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Most searched phones in the mid-range segment(Rs 15k-25k): a mixed lot spanning different brands
M t h d h i th hi h d t
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SonyXperia Z
Launched in: March 2013
SamsungGalaxyNote 2
Launched in: Sept 2012
SamsungGalaxy S3
Launched in: May 2012
NokiaLumia 920
Launched in: January 2013
BlackBerryZ10
Launched in: Feb 2013
Most devices in this list are former flagship devices that retained, or even further grew in popularity longafter their launch, by virtue of price drops
#2
#3 #4 #5
#1
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Most searched phones in the high-end segment(Rs 25k-35k): price reduction sweetened the deals
Most searched phones in the premium segment
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SamsungGalaxyS4
Launched in: Apr 2013
SamsungGalaxyNote 3
Launched in: Sept2013
AppleiPhone5S
Launched in: Nov 2013
AppleiPhone5C
Launched in: Nov 2013
HTC One
Launched in: Apr 2013
#1 #2
#3 #4 #5
30
Most searched phones in the premium segment(above Rs 35k): Samsung and Apple rule the roost
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Micromax A116 Canvas HDConsolidated Micromax's
stronghold in the above Rs. 10kprice band, and challenged higherpriced phones like the SamsungGalaxy Grand, by virtue of the
specs it packed.
Nokia Lumia 520With affordable pricing, the Lumia 520
became Nokias best bet against theonslaught of Android smartphones,making it the most popular windowsphone. It also bolstered Microsofts
WP8 market share.
31
Editors picks: the game changers
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Moto GSoon to be launched in
India, the Moto G isexpected to raise the barfor specs & quality
budget smartphones areexpected to offer
Google Nexus 5Continued the legacy of
providing superb hardware
and stock Android at anaffordable price tag. At Rs.28,999, the specs offered
in the device are onlymatched by the devices in
the Rs 35k price range
Gionee Elife E6The Gionee Elife E6
changed the negative
image of Chinesebrands. Reasonably highspecs and a distinctivedesign made it quite
noteworthy
32
Editors picks: the game changers
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Notable observations >
TABLETS:Still a lot ofground to cover
Tablet launches increased in 2013 but not at the
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61 brands in India
50 Indian brands | 11 International brands
194Total tabletlaunches in
2013
172Total tabletlaunches in
2012
34
13%growth
Tablet launches increased in 2013, but not at thesame pace as mobiles
Indian brands dominate in launches but not
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47
125
65
129
0
20
40
60
80
100
120
140
International brands Indian brands
2012 2013
Number of tablets launched in India in 2013 vs 2012
Greater movetowards phablets
also a possiblereason for therelative lack ofvibrancy in thetablets market.
35
Indian brands dominate in launches, but notgrowing as much as international brands
3% growth
Budget tablets occupy a large chunk of the overall
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58%20%
22%Rs 10k-20k
Above Rs 20k
Below Rs 10k
Tablet launches by price segment (2013)
0% 20% 40% 60% 80% 100%
Above Rs 20k
Rs 10k-20k
Below Rs 10k
Indian brands International brands
63%
68% 32%
100%
6%
Tablet launches in 2013
36
37%
94%
Budget tablets occupy a large chunk of the overalllaunches, with Indian brands dominating the segment
The small screen tablet segment is growing in
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124
48
151
43
0
20
40
60
80
100
120
140
160
Small screen size (7-8 inch) Large screen size (Above 8-inch)
2012 2013
Number of tablets launched, segregated by screen size
While there is anincrease in the
number of tablets
launched with 7-8inch screen size,
larger tabletsactually witnessednegative growth in
2013
37
The small-screen tablet segment is growing interms of launches
Limited diversity in high end tablets: Apple killed
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Sony XperiaTablet Z
Has sustained first-mover advantage. Better ecosystem for tablet-optimised
apps and accessories.
The iPad Air is thinner (7.5mm) andlighter (469g) compared to peers.
Apple has raised the bar very high
Limited Competition
Samsung GalaxyNote 10.1
38
Limited diversity in high-end tablets: Apple killedthe above Rs 20k segment
A look at the most popular tablets in 2013 in the
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SAMSUNG GALAXY
TAB 2 7.0Launched in April 2013
HCL ME U1Launched in Aug 2012
GOOGLE NEXUS 7Launched in Nov 2012
MICROMAXFUNBOOK TALKLaunched in Oct 2012
MICROMAXFUNBOOK INFINITY
Launched in Sept 2012
39
#1#3
#2
#4 #5
A look at the most popular tablets in 2013 in theunder Rs 15k segment
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What this year holds for us >
LOOKING
AHEAD TO2014
Deepak Dhingra, Editor
Mobile devices from 2013 that set the trend for
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Nokia Lumia 1020
SamsungGalaxyNote 3
AppleiPhone 5s
LG G Flex
SamsungGalaxy Gear
Vivo Xplay 3s
These device were launched in the year 2013, but have paved the way for devices of this year.Read more about what trends these devices have set.
High-resolutioncameras
Octa-coreprocessors
64-bit SoC
High-resolutiondisplays
Wearabledevices
Flexibledisplays
41
Mobile devices from 2013 that set the trend forwhats to come in 2014
The way you interact with your smartphone could
http://localhost/var/www/apps/conversion/tmp/scratch_4/Annual%20Report_2013.pptxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/Annual%20Report_2013.pptx -
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Gesture controls
Contextual computing
Fingerprint sensors
Voice commands
Touchscreens might become pass, as device manufacturers are devising innovative ways of interactingwith devices. Click here to know more.
42
The way you interact with your smartphone couldchange in 2014
http://www.91mobiles.com/blog/40084/The+way+you+interact+with+your+smartphone+could+change+in+2014.htmlhttp://www.91mobiles.com/blog/40084/The+way+you+interact+with+your+smartphone+could+change+in+2014.html -
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Read our take on these manufacturers.
Trailing numero uno brand Samsung, Micromax offers a wide range
of devices at affordable price points, and now the company is alsogoing global.
Within an year of its entry into the Indian market, the company haslaunched a slew of quality devices across different segments atattractive prices.
Oppo is planning to enter India soon and its devices are getting alot of praise for innovative features coupled with superbconfigurations.
Xolo never shies away from taking risks. From partnering with Intelto Nvidia and Broadcom, the manufacturer continues to innovate.
Xiaomi has confirmed that its planning to go global and its powerfuldevices and economical pricing will surely give it huge boost inprice-sensitive markets like India.
43
Top 5 mobile phone brands to look out for in 2014
Edi
http://www.91mobiles.com/blog/39691/Top+5+mobile+phone+brands+to+look+out+for+in+2014.htmlhttp://www.91mobiles.com/blog/39691/Top+5+mobile+phone+brands+to+look+out+for+in+2014.html -
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Curved displays andwearables
In the high-end segment,
innovations like curved / flexiblescreens, wearables and super
high-resolution displays will makenews
Redefining value for moneyUpcoming devices like Motorolas
Moto G, Nokias rumoured Android
phone (Normandy) and the Nexusseries may re-define value-for-
money in a price sensitive market
like India
44
Editors comments
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Rise of Windows
After Android, many Indianbrands (Micromax and XOLO)
are contemplating devices
running Microsofts Windows. Inthe mobile space, WindowsPhone 8 will cement its positionas a strong third alternative to
Android and iOS.
Octa-core processors will gomainstream
MediaTeks MT6592 SoC will be the
platform of choice for quite a fewbrands, especially those from Indiaand will help bring octa-core chips
to the masses.
45
Editors comments
Edit t
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Editors comments
Newer form factors, hybridsand dual-boot devices will
grow further
People prefer flexibility anddevices that can adapt todifferent situations & lifestyles,and the kind of devices well
see in 2014 will offer exactlythat.
Software as a means todifferentiate
Indian brands like alreadyoffering innovative software
features, and XOLO is alsoworking on a custom UI for itsdevices. Going forward, moreIndian brands will try and usesoftware to differentiate their
products.
Colour andcustomisation optionsMany brands now offer
their products in differentcolours, and with Apple
jumping on the bandwagonwith the iPhone 5c, morevendors will follow suit.
46
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Some ifs and buts >
METHODOLOGYAND DISCLAIMERS
M th d l d Di l i
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This report considers both feature phones and smartphones.
Source of data is 91mobiles database and user behavior on 91mobiles.com.
All devices made available for sale by an online store are considered as devices launched in the
Indian market, for the purpose of this report, and first available online price is used to determine
the price segment of the device
Different storage variants of the same device are considered as separate products for the purpose
of this report.
Popularity of devices with respect to page views on 91mobiles is indicative, may differ from other
platforms.
While we have tried to capture all mobile phone and tablet launches, a few may have been
missed; though this should not alter the overall trends identified in this report
48
Methodology and Disclaimers
Li t f h b d
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Akai K-Touch
Apple Lenovo
BlackBerry LG
Fly Motorola
Gfive Nokia
Gionee NUGen
Google Nexus Panasonic
HTC Samsung
Huawei Sony
Konka Yxtel
Adcom Hi-Tech Mobile Maxx Salora
Airtyme Iball Micromax Sansui
Arise Iberry Mitashi Smartnamo
Bsnl Icon Mts Spice
Byond Tech Idea Mvl Mobiles Swingtel
Celkon Intex Nxg Swipe
Champion Jivi Olive Tvc
Croma Josh Onida Videocon
Cubit Karbonn Optimasmart Wammy
Datawind Lava Penta Wynncom
Devante Lemon Mobiles Rage Zen Mobiles
Domo Magicon Reconnect Zync
Indian Brands International Brands48 20
49
List of phone brands
Li t f t bl t b d
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List of tablet brands
Acer Mobile
Amazon
Apple
Asus
Fly
Google Nexus
Huawei
Lenovo
Samsung
Sony
Yxtel
Adcom Fujezone Micromax Swingtel
Ainol Go Tech Milagrow Swipe
AirTyme HT Impex Mitashi Teracom
Arise HCL NXG Videocon
BaSlate Hi-Tech Mobile Olive VOX
BSNL iBall Optima Smart Wespro
Byond Tech IBerry Penta Wishtel
Celkon ICEX Reconnect Winknet
Champion Intex Reliance Xelectron
Colors Mobile Karbonn Redd Zebronics
Croma Lava Salora Zen Mobiles
Datawind Lemon Mobiles Scomp Zync
Devante Maxx Simmtronics
Domo Mercury Spice
Indian Brands International Brands50 11