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on Profiling of Mobile Internet users for offering data card

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Table of Contents

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Topic of research Research Objective Literature review Methodology References

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Topic of Research

An empirical study to profile mobile internet users for offering data card

Research Objectives

1. To identify the different use groups of mobile internet users on various factors. 2. To study the purchase preferences & buying intentions of mobile internet users for data card . 3. To explore the features of data card which consumer prefer when switch from mobile internet to data card. 4. To find most attractive data card user group among youth.

Literature review
India has the fastest growing telecom network in the world with its high population and development potential. Airtel , Idea, Reliance, BSNL, Aircel,Tata Indicom, Vodafone,MTNL, and Loop Mobile are other major operators in India. However, rural India still lacks strong infrastructure. India's public sector telecom company BSNLis the 7th largest telecom company in world. Telephony 4

introduced in India in 1882. Today the total number of telephone subscribers in the country crossed the 600 million mark in July 2010 and the total numbers of telephone subscribers have reached 688.38 million at the end of July 2010. The overall tele-density has increased to 58.17%% in July 2010. In the wireless segment, 16.92 million subscribers have been added in July 2010. The total wireless (GSM, CDMA & WLL (F)) subscribers base is 652.42 million as of July 2010 . The wire line segment subscriber base stood at 35.96 million .According to recent reports, India will overtake China to become the world's largest mobile telecommunications market by the year 2013. It is predicted that by then, the teledensity will shoot up to 75% and the total mobile subscriber base would be a staggering 1.159 billion. Number of Internet users in India is the 4th largest in the world. Internet population is expected to grow to 100 million users by 2015.Though the number of internet users is high, the penetration level is still lower than most countries across the globe.Broadband in India is defined as 256kbit/s and above by the government regulator. Total subscribers were 9.77 million (July 2010) Source: TRAI. Internet in India is growing rapidly since its introduction but primarily restricted usage of Internet from fixed points like homes, offices and cyber caf. While mobility for Internet exists, public access points such as cyber caf have dominated as point of access for low PC penetrated Indian Market. Internet usage on the move can be facilitated by the high speed data cards, public Wi-Fi hot spots and Internet access on mobile phone. Over the years, other access points such as Wi-Fi hot spots and Internet access on the mobile phone are gaining user acceptance with better convenience and mobility. Data card and Internet access on the mobile phone has shown the considerable increase in the India. There have been some movements in the area of public Wi-Fi hot spots however, the current costs of access limit frequent usage of any mobile Internet.

(Dr Subho Ray, on behalf of Internet and Mobile Association of India)

Mobile data revenues and subscriptions

India generated US$307.7 million in revenues from non-SMS data services in 3Q09, up 12.1% year-on-year. There were 53.49 million mobile Internet users in India in 2009, according to Informa market data, and that figure is expected to grow to 311.14 million in 2014.

Device trends
Nokia is the most popular handset manufacturer in India for mobile Internet use, according to several reports. Nokia manufactures the top 10 devices on which Opera Mini is used, according to data reported by the software vendor in January 2010 relating to December 2009. Nine of the top 10 devices ranked by ad requests to BuzzCitys server are Nokia devices, which account for 62.27% of all requests. Second-place Sony Ericssons devices account for just 13.89%. InMobi revealed in its November summary that October saw nine Nokia devices among its top 10 devices by ad requests in India, with a Samsung model the only non-Nokia device. Its therefore unsurprising that Symbian is the most popular operating system in India in terms of ad requests. Both BuzzCity and AdMob data report it as taking a majority share. AdMobs smartphone-only data places the iPhone in second place, with a share of 4%, but BuzzCity suggests that Sony Ericsson takes the second-biggest share of the OS market in India .(Informa Telecoms & Media UK Ltd) Opera revealed in January 2010 that the number of pages viewed on its browser in India grew 263.3% year-on-year in December 2009, while its unique-user numbers grew 244.8% in the same period (up from 208.4% year-on-year growth the previous month). Each India-based user views 339 pages, amounting to 7MB of compressed data per user (20KB of compressed data per page view). BuzzCity reported 311.2 million ad requests from mobile Web sites for September, and AdMob reported 668.3 million ad requests from Web sites and applications for the same month. Both Opera Mini and market-research company Informate, which conducts on-device metering of handset usage, have revealed top Web sites, the latter in terms of content categories (see figs. 1 and 2). ((Informa Telecoms & Media UK Ltd)) Fig. 1: Opera Mini, top 10 sites accessed on a mobile device by unique users, India, Dec-09 Rank 1 Site (rank in Nov-09) google.com (1)

2 3 4 5 6 7 8 9 10

orkut.com (2) facebook.com (4) wikipedia.org (5) yahoo.com (8) youtube.com (7) songs.pk (6) zedge.net (10) cricinfo.com () wap.in (9)

Source: Opera

Fig. 2: Informate, top sites accessed on mobile devices in India, Apr-Sep 09 BFSI/online trading ICICI Bank BSE NSE India Dating/matrimonial Shaadi Bharatmatrimony Jeevansaathi VAS storefront Getjar Ovi Ownskin Overall Internet media Social networking Search Webmail

Travel and tourism Indian Railways MakeMyTrip Yatra

Social networking Orkut Facebook My Gamma

Web communication Gmail Yahoo India Mail Rediff Mail

Search engines Google Yahoo Bing

Source: Informate Mobile Meter

Factors Enabling the Mobile Internet in India

India is second fastest growing telecom markets in the world. The wireless industry has seen the significant growth since its inception resulting in the wireless subscriber base surged at 392 million as on March 2009 (Source: TRAI). Similar growth patterns are not observed for the Internet growth in India which has resulted in Internet subscriber base to 57 million as on September 2008. This user base also includes the data card, public Wi-Fi hot spot and mobile phone users i.e. mobile Internet users. Emergence of Mobile as a point of access offers lot of opportunities for increasing the mobile Internet penetration for low PC and higher mobile phone penetrated Indian market. To facilitate this growth there is a need for efforts in the areas mentioned-technology, content and devices. Innovative devices, appropriate content and better technologies offered to the customers at cost effective rates will drive the mobile Internet growth in India. Emerging technologies will enable the users to experience Internet access with better speed and connectivity. The availability of appropriate content will drive this usage and help in increasing the frequency and number of hours of usage. It is of paramount importance to cater the content as per the varied need of the user. With the advent of the technology, devices have transitioned to the small screen with more personalized experience. Devices used for mobile Internet predominantly use relatively smaller screens compared to the traditional Internet. (Dr Subho Ray, on behalf of Internet and Mobile Association of India) The Indian telecom industry has witnessed significant growth with a subscriber base of 471 Mn as on September 2009 (Source: TRAI report). However, the number of subscribers capable of accessing Internet is just 27% of this penetration i.e. 127 Million. Of these 127 Million, we estimate that around 12 Million users have used Internet over their mobile. However, if we calculate the active users, i.e., the users who are using Internet over mobile phones at least once in a month, as per our current estimates, there are only about 2 million users accessing Internet through their mobile phones and other mobile devices on an active basis. Considering the 3G spectrum auctioning and reduction in the prices of 3G and GPRS enabled handsets in future, we estimate that there will be around 25 million mobile Internet users by 2012, and upto 50 million users by 2014.

(Dr Subho Ray, on behalf of Internet and Mobile Association of India)

Data Card Users in India

Low speed of access and higher prices are acting as the hindrances for the penetration of the data cards in India. With the launch of EVDO data card services, we expect the penetration to increase to 2.1 million by 2011. (Dr Subho Ray, on behalf of Internet and Mobile Association of India) The rise in the demand for the connectivity from the enterprises and consumers will lead to the connectivity among the various platforms. Ubiquitous connectivity designates a seamlessly integrated platform for interactions and collaboration across diverse and global communication environments. This will enable users to access and share the content over various platforms with complete mobility. The transformation of telecommunication technologies will enable the triple play service of voice, data, and video with the wireless service i.e. mobility. The implementation of this quadruple play services has restricted to the some of the countries of the world. With the improvement in the technologies, it has been expected that users will be able to access these uninterrupted services even on the move.

The research study will be started with even more thorough literature survey through various national and international Journals, magazines available in hard copies or in terms of data base like CMI data base.These sources provide basic knowledge about the industry, major issues, factors affecting data card market etc. Research Design So far research design is concern, the first phase will be performed as per the guidelines of exploratory research design as it is dealing with exploration. However other phases of the research work will follow Descriptive research design. Questionnaire Design The questionnaire will be based on the objective of research and will cover each research objective by all possible dimensions. The questionnaire will consisting of mainly closed ended questions in order to avoid any vague response from respondents. Sample design Non-probability methods of sampling will be used. Within the non-probability methods Judgmental sampling will be used. An appropriate sample size of respondents will be used. Design of Sample survey The respondents will be mostly from Delhi & NCR region with the pre-decided demographic profile (Age, Income, Gender occupation, etc.). Data Collection Primary data will be collected through structured self administered questionnaire by one to one interaction with the respondents. The secondary data will be collected from various possible sources. 1

Data Editing & Coding After data collection, a thorough checking will be done then coding of the questionnaire will be performed. Data analysis & Interpretation of the results The gathered data will be analyzed by using basic statistics (central tendency, frequency & percentage wherever needed. The data will be analyzed by using MS-Excel &SPSS-17. In the long run, on the basis of data analysis and hypothesis testing the results will be interpreted and suitable conclusions will be made.

AdMob, Mobile Metrics Report, November 2009 http://metrics.admob.com/2009/12/november-2009-mobile-metrics-report/ BuzzCity,BuzzCity Campaign Planner http://partner.buzzcity.com/campaignplanner.php Bytemobile, Mobile Minute Metrics, November 2009 www.bytemobile.com/news-events/thought_leadership.html (registration required) Comviva, Mobile Internet in Africa, June 2009 www.comviva.com/Resource%20Center/marketstudy/Comviva_MS_Mobile%20Internet_ Africa_V1.0_June09.pdf (registration required) Informate Mobile Intelligence, Mobile Usage in India, An Informate Mobile Intelligence Report, Trend Analysis: April to September 2009 www.informatemi.com InMobi, Network Summary, November 2009 http://inmobi.com/news/2009/11/25/inmobi-network-summary-4/ Millennial Media, SMART Report (US Scorecard for Mobile Advertising Reach and Targeting (SMARTTM) ), November 2009 www.millennialmedia.com/research/smart/ Novarra, Mobile Internet Experience Update, October 2009 www.novarra.com/contact/ (registration required) 1

Openwave, Mobile Web Insights, October 6, 2009 www.openwave.com/us/spotlight/mii.htm?doc=1009 (registration required) Opera, State of the Mobile Web, December 22, 2009 www.opera.com/smw/2009/11/ Quattro Wireless, The Mobile ROI Report for Brands, Results and Objectives Index for Mobile Advertising, October 2009 www.quattrowireless.com/images/uploads/Quattro_Wireless_Mobile_R.O_.I_._Summary_ October_2009_.pdf