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Contents
Topic of research Research Objective Literature review Methodology References
Page No.
Topic of Research
An empirical study to profile mobile internet users for offering data card
Research Objectives
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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.
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
Methodology
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.
References
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