The mobile devices business of Spice Mobility* (previously S Mobility) posted total revenues of Rs 498.02 crore for the quarter ended June 30, 2014, registering a 30.1% growth from Rs 382.9 crore revenues in the same quarter last year. The segment had posted revenues of Rs 421.6 crore in the previous quarter. The company however posted a loss before tax of Rs 3.34 crore as compared to a profit of Rs 9.30 crore in the same quarter last year. In the previous quarter, it had posted a loss of Rs 17.93 crore. Mobile devices continue to dominate Spice Mobility's revenues, representing 91.7% of the company's revenues for the quarter that was at Rs 541.3 crore for the quarter. In comparison, mobile devices segment accounted for 85.7% of the company's revenues in the same quarter last year and 89.9% in the previous quarter. For the financial year ended June 30, 2014, the segment posted revenues of Rs 1,919.7 crore, registering a 17.7% increase from Rs 1,631.2 crore in FY13. The net loss before tax however increased to Rs 15.91 crore for the fiscal as compared to Rs 0.44 crore loss in FY13. Increased brand building expenses: Spice Mobility mentions that it continues to invest in brand building through increased media spends and better distribution infrastructure to grow its business. This has resulted in branding expense for the quarter increasing by 114.3% year-on-year (YoY) to Rs 24.47 crore from Rs 11.42 crore in the same quarter last year. On a quarterly basis, it increased by 12.7% from Rs 21.71 crore in the previous quarter. This brand building investment…
