India stars in growth strategies of various companies as a giant emerging market in m-commerce firm Netsize’s recently published guide for 2009 called ‘Mobile Society and Me’, a 360 page report on the global mobile industry. India’s use of devotional chants as background tones and the ‘condom ringtone’ created by BBC World Service Trust to promote family planning in India make for interesting tidbits, but onto some excerpts from the report:

Nokia‘s Ovi will launch Ovi Life Tools that will help farmers in India check the prices of crops and access other agriculture information. Nokia’s move to group its Internet services into the Ovi brand has been called a market creating move in developed nations, but Ovi will hold relevance in emerging markets too, said Tori Ojanpera, executive vice president, entertainment and communities, Nokia. Ovi groups music, gaming, media, messaging and navigation under a single service.

Mobile game developers are fighting an uphill battle with publishers losing money as costs of development get steeper. PlayerX, the UK-based games aggregator that took over O2’s games portal, has opened a testing facility in India to beat the trend.

Digital entertainment player Zed plans to set up a facility in India, calling it a key market.

Singapore’s Buzz City has 3 million registered users on its online social network. It has set up its first ad network aimed at specific demographies in India by creating a proprietary IP-to-location database that detects where users are located.

Social networking on mobiles is expected to accelerate sharply based on increased acceptance from users in India, as well as Brazil, Russia and China, according to the report.

M-Coupon Forecast (2008-2013): By 2011, over 3 billion mobile coupons will be sent to handsets and discounts worth just under $7 billion will be redeemed.mcoupon

M-Payment Market (2008-2013): The total transaction value for digital and physical purchases using mobiles will exceed $300 billion by 2013.

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M-Internet: By 2011, 39 percent of respondents said they expect to increase Internet use on their mobile device by at least 40 percent. While US leads with 40 million mobile Internet users, UK comes in at second with 5.8 million. India is at level with Taiwan and New Zealand.

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Numbers:

The study puts India’s mobile teledensity at 26%, far below China’s 45.7%. With 320 million subscribers, India’s mobile telecommunications market is worth 1801.63 million Euros.

SMS revenues from India contributed 81.07 million Euros while data contributed 153.24 million Euros.

Netsize breaks down the telecom revenues into four primary contributors – music (55.49%), videos (5.98%), internet (31.37%) and mobileTV (0.51%). India’s total mobile music market, excluding mono and poly ringtones is 425.25 million Euros, contributing to over half (55.49%) of the total content revenues in the industry. India ranks fourth in the list of top mobile music markets, after China, USA and Japan. In mobile games, mobile TV and mobile video markets, India comes in at seventh position. It ranks eleventh as a mobile Internet market.

Mobile Operators Market Share:
Aircel – 4.59%
Bharti – 26.09%
BPL Mobile – 0.48%
BSNL – 12.98%
Idea Cellular – 11.97%
MTNL – 1.22%
Reliance Communications – 17.02%
Shyam Telelink – 0.02%
Tata Teleservices – 6.9%
Vodafone Essar – 18.29%

Soaring Growth: Idea Cellular posts the highest growth rate (from Q407 to Q408) at 45.25%, followed by Aircel at 36%, Shyam Telelink at 35.04%, Reliance at 34.74%, Bharti at 34.19% and Vodafone at 32.16%. Telecom PSUs BSNL and MTNL show far slower growth rates of 16.51% and 24.84% respectively.

Net Additions: Bharti took the roost with 8 million additions in 3Q08, followed by Vodafone with 5.4 million and Reliance with 4.68 million.

Blended ARPU (In Euros):

Aircel – 2.35
Bharti – 5.25
BPL Mobile – 4.18
BSNL – 2.98
Idea Cellular – 4.13
MTNL – 2.36
Reliance – 4.29
Shyam – 2.5
Tata Teleservices – 3.18
Vodafone – 4.55
Netsize surveyed over 800 respondents from 80 countries to document these results. Now, Netsize plans to study how companies are beginning to harness mobile phones by surveying how they use always-on multitasking devices with GPS, built-in payment channels and collation and transmission of real-time data on browsing and consumption at work.

Methodology: The company has drawn data from news, reports and conducted over 30 interviews to document the impact of mobile on various industries, including media, mobile content and services, social media, operators, marketing, retail, handset manufacturers, governments and industry business solutions. It commissioned research firm Informa Telecoms & Media to interview 876 executives and learn their plans to increase relevancy of mobiles. We advice readers to study the methodology before drawing any conclusions.