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Internet Frontier changes from Male, Metro & Millenial to Vernacular, Video & Voice
● India is moving from 3M ( Male, Metro, Millenial) to 3V ( Vernacular, Video, Voice)
○ Hindi growing nearly 4.5x faster than English searches while other Indian languages are growing 1.8x times
faster.
○ 171% growth in watchtime for content related to TV on Youtube; 148% Growth in Searches for Video
streaming apps in 2017 vs 2016
Consumption ○ ~49% Video Consumption happening from non-Top 8 cities with Cities like Lucknow, Patna, Jaipur & Indore
○ Voice search queries contributing 28% to overall queries on Google App
○ 100% growth in watchtime for local language content. This was validated by a Consumer Survey where local
content emerged as one of the top feature on video consumption sought by 31% of respondents
● Penetration of internet highest amongst SEC A and lowest in SEC D/E
● Non users of internet predominantly female, SEC C/D/E, most < 15 or > 45 in age
● In rural areas 15-24 Years have highest penetration
Executive Summary 3/3
IOT set for massive growth
● IOT market in India to be $15 Bn by 2020, 5% of Global market;~200 Firms in India active in IOT space
● 1 Bn USD investment by GOI to build smart cities; Healthcare and Manufacturing leading IOT verticals
5G is shaping up
● India 5G launch by ~’20, South Korea is initiating its first 5G spectrum auction
● Many developing countries in Asia & Africa likely to skip 4G LTE deployments and focus on 5G
● 5G will enable use cases that require lower latency like VR/AR, cloud streaming, self driving cars etc.
4 frontiers of disruption for telcos to save cost and be agile
New &
● Managing networks with next-generation technologies like small cell deployment of street poles
Upcoming
● Using Analytics to Plan and Prioritize capital expenditures
● Use ML to adjust wireless networks automatically as demand changes
● Software defined networks to administer changes and upgrades remotely rather than in the field
Telcos beginning to diversify portfolio
● Indian Telcos taking cue from global telcos and taking 3 pronged approach to diversifying:
○ 1) OTT investments ( e.g Wynk, Jio Music)
○ 2) Investments in AdTech ( e.g Verizon - Yahoo)
○ 3) Tech/Content Investments ( For building content and creating loyalty e.g Singtel hungrygowhere acquisition)
Internet Penetration is highest for SEC A 15-24 across Rural & Urban users while lack of awareness is key reason for non-usage.
Claimed Internet User – By Education
Growth in variety of content is fuelling differentiated consumption
TV Food Health
Female viewers are 1.4x Female viewers are 2.4x Female viewers are 1.6x
more likely to be watching more likely to be watching more likely to be watching
TV related content Food related content Health & Wellness
content
Online channels now make 30% of total shipments
India smartphone shipments by channel Q4 2017
• Flipkart and Amazon account for most of the
online shipment sales in the country and drive
Vendor 50% of sales for Xiaomi.
5.7% 23.3% 70.7% 0.4% • 20% of sales for Xiaomi driven by their direct
online sales portal, Mi.com. Online retail
strategies (direct or indirect) of Samsung, Oppo
Distributor Service provider and Vivo remain underdeveloped in India.
Direct
• Mi.com accounts for about 20% of Xiaomi’s
total shipments to India and accounts for 98%
Retailer Reseller Service provider of all direct online sales in India. As a
comparison, Xiaomi’s online partners, such as
Flipkart and Amazon, make up close to 50% of
5.7% 93.6% 0.8% 0% its total shipments.
End user (offline: 70%, online: 30%) • Online retail strategies (direct or indirect) of
Samsung, Oppo and Vivo remain
underdeveloped in India.
Source: Canalys estimates, Smartphone Analysis, February 2018
As Telcos prepare for 5G, it’s use case will be bucketed under three categories.
• Massive machine-type
communications (mMTC):
Products/services requiring the ability
to support a massive number of low-
cost IoT connections with very long
battery
Health Monitoring Trusted 3rd party for providing Secure Data Offers operators an opportunity to
services via mobile apps, or saving, position themselves as a secure
storing and forwarding personal and trusted data-broker for data
health data to health companies stored on their cloud
Smart Cars Telematics is fastest growing Smart Meters Telcos have expertise in complex
segments of the cellular M2M. billing while utilities are challenged
Could be a valuable source of on same. Position as service
information and collaboration for providers or even compete with
telcos with car manufactures utilities and metering service
providers