India Media and Entertainment Industry; Digital Media Outlook 2013

  • April 2013
  • -
  • East West Relations Limited
  • -
  • 63 pages

This is the most in-depth report on the Indian Digital Media and Entertainment Industry currently available prepared by Indian researchers who know the market inside and out.
If you're a media owner looking to enter the Indian market or need to keep abreast of key changes and developments, this is the report you need to keep you up-to-date in this fast moving, lucrative market.
This report looks at Internet consumption, digital advertising, Mobile adoption, social networks and additional information on the digital landscape in India. The report outlines who the important foreign and domestic players are which will show you what competitors are doing and also identify potential partners (see companies covered for more detail). This report presents the current market conditions and growth forecasts out to 2016 and in some cases 2025; useful in helping you ascertain which areas represent most opportunity.

Topics covered:

- Macro-Economic Overview; Composition of Consumption Expenditure across Segments
- Major Player coverage across digital
- The Internet Infrastructure in India; India Internet Consumption & Behaviour
- Mobile Telephony 2G, 3G, Mobile Value Added Services (MVAS)
- Mobile advertising, Mobile Applications, Smartphones, Tablets
- Growth of India's Top Social networking Sites
- Detail on Digital Advertising
- Surveys including Internet & Mobile Association of India survey (IAMAI)
Many media companies have bought reports from East West Information Services to help with market entry strategy and due diligence in the Indian media market.

Executive Summary

Whilst traditional media like Television and Print presently dominate the Indian Media & Entertainment Sector, worth more than USD 7 Bn and still accounting for three-fourths of the sector size, as in Western economies it is digital media which is showing the most spectacular growth, albeit from a relatively low base in India.
As in other sectors, the digital and mobile sector needs to be viewed in terms of two very separate revolutions happening across India:
One is the explosion in reach and usage among the population at large, with relatively simple and very low cost technology. India boasts the extraordinary figure of 950m mobile phone subscriber accounts – probably about 750m of which are active. A high proportion of the phones (currently 95%) will remain simple technology on very low subscriber tariffs for some years. The major growth in revenues, here, will be associated with SMS, music downloads and simple social networking not requiring internet access. The content opportunities for international players are likely to be modest.
The second revolution is in internet connectivity among the higher SEC groups. ‘White collar’ workers increasingly have internet access at work, some have access at home and a growing number have smart phones (and as yet a tiny number, tablet devices) - albeit using Wi-Fi rather than 3G for connectivity. Collectively, about 100m Indians are using the internet. Those who are connected are rapid adopters of social media. Facebook has recently surpassed 50m users in India and is by far the largest of the social networks at present.

Indians are culturally still hesitant about online/mobile purchases owing to fears of fraud, misrepresentation, identity theft and prefer Cash on Delivery payment modes. The Corporate segment too has been realtively slow to advertise on-line, still less than 5 per cent of their overall advertising budget. A large majority of Indian companies have been hesitant to align their marketing strategies with the digital media. But consumer behavior is starting to change and marketing will rapidly follow.

Continued growth in internet penetration and mobile device access is expected to drive consumption. This will further drive adoption by advertisers and developments in the payment ecosystem to facilitate better monetization, and hence revenue growth. It is a certainty that the growth of internet activity in India will be via mobile devices. Low cost tablets (not Apple i-pads) and budget smart phones will become the devices of choice. It is also a certainty that low-cost connectivity will be necessary, if volumes are to grow rapidly. And innovative pricing models for digital content will be critical for the industry’s long term success.

Table Of Contents

1. Executive Summary 04
a) The Macro-Economic Outlook 04 People and Demographics - Growing Middle Classes
b) The Media Economy 05
2. Macro-Economic Overview 08
a) Overview 08
b) The Indian Consumer Landscape 13
Share of Average Household Consumption
Four Key Segments
Composition of Consumption Expenditure Across Segments
Future Outlook
3. The Indian Digital Media Industry 24
a) Executive Summary 24
b) The Internet Infrastructure in India 25
Key Drivers
Mobile Telephony
c) Consumer profile and behavior 34
India Internet Consumption and Behavior
d) Digital market sub sectors summary 42
Commerce and Transaction
Mobile advertising
Mobile Applications
Factors driving growth in mobile apps
Overall digital prospects and development
Key Challenges
e) Key verticals and major players 52
Consumer Digital - Segmentation Utilities
Growth of India’s Top Social networking Sites
Usage of India’s Top Social networking Sites
Content andEntertainment
f) Appendix - Detail on Digital Advertising 60

Companies mentioned

Bharti Airtel
Tata Docomo Reliance, Airtel, Idea and Vodafone. State owned MTNL and BSNL
Tata Teleservices (TTSL)
Sistema Shyam Teleservices (MTS India)
Bharat Sanchar Nigam Limited (BSNL)
Qualcomm India
Reliance Industries (RIL)
Alcatel Lucent, Ericsson and Huawei
UTV Software
Augere Wireless
France Telecom
Tikona Wireless
Micromax, Karbonn, Lava
HCL, Karbonn, Micromax, iBall, Micromax
Bharat Sanchar Nigam Limited (BSNL)
Pantel Technologies
DataWind Technologies
DataWind Ltd
IIT Bombay
Human Resources and Development ministry
Axis Bank
Multi Screen Media (Sony Entertainment Television),
TV Today Network
Oberthur Technologies
Ascra technologies
Icreon technologies
U2opia Mobile
Zee Entertainment Enterprises
Flipkrt, OLX
Gemini New Media Ventures
Northgate Technology
Reliance Entertainment
The Times of India
HT Media Ltd
IBN Live
QLX Inc.
TripAdvisor Media Group
Expedia Inc.

Products mentioned

Virgin vFlash
MTS MBlaze
Reliance Netconnect+
Tata Docomo Photon+
Tata Photon+
MTS Ultra
USSD technology.
MacBook Air
Google Maps
Blackberry Messenger
Ditto TV
Android 2.2 OS
Android 4.0 Operating system
Aakash 2
iOS from Apple
Android from Google
Blackberry OS
Symbian OS
Windows OS
Micromax OS
Lava OS
Times Internet
Network 18
ASK Network
Rediff India
Indian Railways
CBS Interactive
OMG from Yahoo
Yahoo Movies
Yahoo sites
Microsoft sites
Google sites
Federated Media Publisher
Yahoo-ABC News Network
Yahoo! Sports
Wikimedia Foundation Sites
Yahoo! Answers
eHow sites
My Yahoo!
Yatra Online
TripAdvisor Media Group
WEGO Sites
Expedia Inc.

List of Schemes:

National Broadband policy
National Mission on Education through Information and Communication Technology (NME-ICT)
National Telecom Policy targets
National Council for Applied Economic Research (NCAER)

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