Presented by :-

Rinky Sachdeva (146) Rohit Jain (147) Presented To: Prof. Shivani Bali Atul Mathur (149) Noufal Ahmed (150) Munish Mittal (151)

FLOW OF PRESENTATION
Introduction to Mobile World
Top Mobile Phone Brands and their Market Share in India Current Scenario of Mobile Market in India Brief Introduction to Mobile Applications

Categorization of Mobile Applications

INTRODUCTION TO MOBILE WORLD

A decade back, having mobile phone was considered a luxury but now its common product with increased utility over time. Mobile was first introduced by Motorola in India.

With advent of new technology and new market players, the price has reduced greatly.
Today, we have intense competition in mobile markets with different companies such as Nokia, Samsung, Sony, Htc, Lg , Micromax , Apple etc. Launched their products in India.

TOP MOBILE PHONE BRANDS AND THEIR MARKET SHARE IN INDIA

Rank Mobile Phone Company Market Share Revenue FY 2013 ( Cr.)

1 2 3 4 5

Samsung Nokia Micromax Karbonn Apple Inc

31.5% 27.2% 8.7% 6.4% 3.6%

11328 9780 3138 2297 1293

6
7 8 9 10

HTC
BlackBerry Lava LG Sony

3.3%
3.1% 2.8% 2.3% 2.2%

1180
1123 1001 819 797

CURRENT SCENARIO OF MOBILE MARKET IN INDIA

Population of India - 1.22 billion
No. of Mobile phone users in India - 861.66 million

No. of mobile phones as percentage of population 70.42%

Global ranking in number of mobile phone user - 2.

BRIEF INTRODUCTION TO MOBILE APPLICATIONS

Mobile Application is a software application designed to run on Smartphones, tablet computers and other mobile devices. Available through distribution platform which are operated by owner of operating system such Apples app store, Google play, Windows Phone Store ,Blackberry app world, Samsung Apps etc. Mobile Applications(or Mobile apps) were originally offered for general

information such as email, calendar, contacts, stopwatch etc. but with

developed technological tools there are numerous apps in various categories not limited to gaming, location based, travel, shopping and banking.

CATEGORIZATION OF MOBILE APPLICATIONS

Category Social Media apps Email Communication Banking apps News & Weather updates Travel &Shopping Location Information Job Alert Gaming Apps Applications Facebook, Google+, Viber, Whatsapp Yahoo! Mail 2.6, Gmail 4.5.2, Hotmail 7.8.2.8.47 iMobile, State Bank Freedom, HSBC Mobile Banking Pulse, Weather condition online 2.7, CNN app 1.3.0 Trip it, Trip case, Kayak, Makemytrip, GPS travelling Pro, Tracker, Phone Tracker, Google Maps Indeed, Monster Job, Naukri.com Job Search Modern Combat4, Fruit Slice, Temple Run

OBJECTIVE
To study the market share of leading Smartphone brands.

To study market segmentation of Smartphone brands

according to consumers Income.

To study market segmentation of Smartphone applications

according to consumers Income, Age and Profession.

To study difference in usage of Smartphone applications

according to consumers Income, Age and Profession.

RESEARCH CONDUCTED
We have used Convenience sampling technique where the

research is conducted in New Delhi.

Market research was conducted and the responses were

collected with help of the questionnaire.

Sample Size-170

The research outcome is limited as the sample is collected

from a particular region and hence it cannot be generalized for entire population.

FACTORS CONSIDERED FOR RESEARCH

Age
<18 years 18-25 years 26-35 years 36-45 years

Income
<2 lacs 2-5 lacs 5-8 lacs >8 lacs

Profession
Service Student Business

>45 years

CONSUMERS USING LEADING SMARTPHONES

50 45 40 35 30 25 20 15 10 5 0 44 40

16 8 8

Brands

10
6 2

12

SMARTPHONE BUYING BEHAVIOR ACCORDING TO DIFFERENT INCOME GROUPS

80 70 60 8 16 Sony Samsung Nokia Micromax LG Karbonn HTC BlackBerry Apple

50
40 30 20 10 0 4 4 < 2 lacs 2 8 12 2 2 2 2- 5 lacs

22
6 8 2 2 6 8 2 5- 8 lacs 12 6 4 2 2 4 > 8 lacs

USAGE FOR DIFFERENT CATEGORY OF APPLICATION

4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

Usage Frequency

CONTD...
Respondents were asked to rate their usage of different applications on a scale of 1 to 5 ,where usage of a particular application decreases from Most frequently used to Not at all used when we move from 1 to 5. It is clear from the graph that: Social media, E-mail and Gaming applications are frequently used. GPS, News & weather, Travel/Shopping and Job alert applications are least used.

USAGE OF MOBILE APPS ACCORDING TO FAMILY INCOME

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

< 2 Lacs 2-5 lacs 5- 8 Lacs >8 lacs

HOW MANY CONSUMERS ARE WILLING TO PAY FOR PAID APPLICATIONS

Willingness to pay for Paid Applications
5% 10% 14% 25%

Nil < Rs 100 Rs 100-200 Rs 200-400 > Rs 400

46%

ANALYSIS OF SMARTPHONE APPLICATIONS WITH AGE FACTOR USING ANOVA

Application used Social Media Location app (GPS) Difference in highest and lowest mean values 0.33 1.23 P- value 0.444 0.072

E- mail App. Banking

News and weather Travel and Shopping Games Job Alert

1.09 1.0
0.83 0.77 0.75 0.81

0.0 0.311
0.175 0.074 0.413 0.071

 Our study is to determine whether difference between highest and lowest mean values for each mobile application used is large enough to say that there exists a significant difference in the their usage among different age groups. Null Hypothesis Ho: 1=2=3=4= 5(Means of all age groups are equal) Alternative Hypothesis Ha : 12345 (Means of all age groups are unequal or means of any two groups are significantly different. ) Significance level taken = 5% For, E-mail Communication app,

Difference in the two extreme values of mean = 1.50

P- value from ANNOVA test = 0 P < .05

Therefore, Null Hypothesis must be rejected .

It means that there exists a significant difference in the preference of people towards the usage of E-mail communication app. in their smartphones among various age groups.

CONTD
In Homogeneity of Variance, Sig. Value=0.0 Since, Sig (p) value of 0.0 < 0.05(=.05) We conclude that there exists a significant difference in the groups variances. Games Howell Post Hoc method. We found the following groups to have a (p-value < =.05) and thus these groups differ in their usage behaviour of E mail communication application.

Age Groups 18-25 and 26-35 18-25 and 36-45

P value .015 0

18-25 and >45

0
E-mail Apps

ANALYSIS OF SMARTPHONE APPLICATIONS WITH INCOME FACTOR USING ANOVA

Application used Social Media Location app (GPS) E- mail App. Banking News and weather Travel and Shopping Games Job Alert

Difference in highest and lowest mean values 0.54

1.74 1.14 0.92 1.51 2.05 0.55 1.14

P- value

0.103 0.0 0.0 0.055 0.0 0.0 0.104 0.04

 Null Hypothesis Ho: 1=2=3=4= 5(Means of all Income groups are equal) Alternative Hypothesis Ha : 12345 (Means of all Income groups are unequal or means of any two groups are significantly different. )

Significance level taken = 5%

For, GPS app p-value from ANNOVA test =0.0 E-mail Communication app p-value from ANNOVA test =0.0

News and weather app p value from ANNOVA test =0.0

Travel & shopping app p-value from ANNOVA test =0.0 P < .05

Therefore, Null Hypothesis must be rejected .

It means that there exists a significant difference in the preference of people towards the usage of these applications in their smartphones among various income groups.

Travel /Shopping
Income Groups <2 lacs and 2-5 lacs <2 lacs and 5-8 lacs ,2 lacs and >8 lacs 5-8 lacs and >8 lacs P value .013 0.0 0.07 0.048

News and Weather

Income Groups <2 lacs and 2-5 lacs <2 lacs and 5-8 lacs 5-8 lacs and >8 lacs P value .013 0.0 0.048

E-mail Apps
Income Groups <2 lacs and >8 lacs 2-5 lacs and >8 lacs 5-8 lacs and >8 lacs P value .032 .01 0

GPS Apps
Income Groups P value

<2 lacs and 5-8 lacs

5-8 lacs and >8 lacs

.017
0.0

ANALYSIS OF SMARTPHONE APPLICATIONS WITH PROFESSION USING ANOVA

Application used Social Media Location app (GPS) E- mail App. Banking News and weather Travel and Shopping Games Job Alert

Difference in highest and lowest mean values 0.27

0.55 0.55 0.22 0.37 1.09 0.45 0.13

P- value 0.152
0.203 0.107 0.801 0.363 0.001 0.163 0.836

 Null Hypothesis Ho: 1=2=3(Means of all profession groups are equal) Alternative Hypothesis Ha : 123 (Means of all profession groups are unequal or means of any two groups are significantly different. ) Significance level taken = 5% For Travel & shopping app, Difference in the two extreme values of mean = 1.09 P- value from ANNOVA test = 0.001 P < .05 Therefore, Null Hypothesis must be rejected . It means that there exists a significant difference in the preference of people towards the usage of these applications in their smartphones among various income groups

Travel / Shopping
Profession Groups
Business and Service

P value
.026

KEY FINDINGS
Nokia, Samsung and Sony are the leading market smartphone brands with decreasing share.

Social media, E-mail and Gaming apps are frequently used while News & weather, Travel/Shopping, Job Alerts and GPS apps are least used.
Majority of the population prefer free apps over paid one.

A significant difference in usage of E-mail apps in age group18-25 & 26-35,1825 & 36-45 and18-25 & >45.
A significant difference in usage of Travel/Shopping apps in income group <2

lacs & 2-5 lacs,<2 lacs & 5-8 lacs,2 lacs & >8 lacs, and 5-8 lacs & >8 lacs.
A significant difference in usage of News/ weather apps in income group <2

lacs & 2-5 lacs,<2 lacs & 5-8 lacs,2 lacs and 5-8 lacs & >8 lacs.

CONTD
A significant difference in usage of E-mail apps in income group <2 lacs & >8 lacs, 2-5 lacs & >8 lacs, and 5-8 lacs & >8 lacs. A significant difference in usage of GPS apps in income group <2 lacs & 5-8 lacs, 5-8 lacs & >8 lacs. A significant difference in usage of Travel/Shopping apps between Business and Service class customers.

REFERENCES
http://www.voicendata.com/voice-data/analysis/194498/see-you-again http://www.cybermedia.co.in/corporate/media-room/194385/voice-datasurvey-indian-mobile-handsets-market-2012 http://en.wikipedia.org/wiki/Mobile_app