The mobile devices segment of S Mobility* saw a significant increase in its losses (before tax) to Rs 17.93 crore for the quarter ended March 31, 2014, up from Rs 5.43 crore loss in the same quarter last year and Rs 1.47 crore loss in the previous quarter. The company says this was due to its decision to invest in brand building through increased media spends and better distribution infrastructure to grow its business. The branding expense for the quarter increased by 135.7% YoY (year-on-year) to Rs 21.71 crore from Rs 9.21 crore in the same quarter last year. On a quarterly basis, it increased by 43% from Rs 15.18 crore in the previous quarter. The segment reported total revenues of Rs 421.6 crore for the quarter, up from Rs 335.4 crore in the same quarter last year. In the previous quarter, the segment had reported revenues of Rs 517.34 crore, but remember that it was the holiday quarter where the devices sales tends to be the strongest. Mobile devices currently represent around 89.9% of S Mobility's revenues for the quarter which was at Rs 468.99 crore, up 18.9% YoY. This brand building investment also impacted the company's total profitability, with S Mobility reporting a net loss of Rs 18.67 crore for the quarter, as compared to Rs 2.24 crore profit in the same quarter last year and Rs 1.02 crore profit in the previous quarter. This was the first loss making quarter for S Mobility after five straight profit quarters. It had last…
