India – Key

SmartPhone Metrics

©Copyright 2010 Informate

Time spent on Browsing &

Entertainment has increased

significantly over the last 1 year

3

Share of time spent per day (in mins) on Key Mobile Activities

41.3

42.8

42.7

15.2

9.4

0.9

Browsing

Communication

Entertainment

Phone management

Productivity

Others

75.7

49.5

64.4

14.9

17.1

2.2

Browsing

Communication

Entertainment

Phone Management

Productivity

Others

May’09152.3 minutes/day

May’10223.8 minutes/day

Active Time: 223.9 mins/day

Time spent on Browsing & Entertainment has increased significantly over the last 1 year

Overall Active time spent on mobile has increased by 47% since May’09

Source: Informate India track

May ‘09

Source: Informate India track

May ‘10

App genres on the rise

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50% Application Genres Reach (%)

May 09 May 10

4

Maps (GPS), Social Networking apps, Content sharing apps, Search apps and App stores have shown significant growth in the last year.

Base: Informate India track

© Copyright 2010 Informate. © Copyright 2010 Informate.

Behavioral Segmentation

Identifying distinct user groups based on

actual handset behavior

©Copyright 2010 Informate

Based on cluster analysis of actual

usage data, 4 distinct usage-

based segments emerge:

Segment 1 – Heavy Browsers

Segment 2 - Entertainment Enthusiasts

Segment 3 – Active Communicators

Segment 4 – Active Application Users

Heavy Browsers, 27%

Active Communicators,

20%Entertainment

Enthusiasts, 25%

Active Application Users, 28%

Understanding of these clusters would lead to

better targeting and focused product development

Heavy Browsers

1

Size of Segment : 27%

Demographics

Circle C skew

Businessmen and student group

Key browsing genres:

Social networking

Chat

Search

Dating and Matrimonial

Video

Fun

Entertainment Enthusiasts

1

Size of Segment : 25%

Demographics

Younger segment

Prepaid skew

Across telecircles

Key content consumed

Heavy users of media player for songs/ videos

Radio

Camera

TV

Active Communicators

1

Size of Segment : 19%

Demographics

Older segment

Metro and Circle A skew

Postpaid users

Lighter users

Content consumption

Most of the time spent on call and SMS

Not much on email

Active Application Users

1

Size of Segment : 28%

Demos :

Older segment

Self employed/ business skew

Telecircle B skew

Content consumption driven by apps of various types

Chat

Social networking

Sports

Radio

News

Maps

Office

Email/ Webmail

App store

Payment

Search

BFSI

About Informate

1

Informate is a Telecom Research agency that

captures actual mobile behavior using automated

mobile metering technology

Informate maintains an opt-in panel whose

members agree to their actual usage being

monitored using an application that is installed on

their handset

Thus Informate is able to measure activities and

content consumption on handsets better than

survey based methodologies

Thank You!