India Mobile 2009

Table of content
INTRODUCTION............................................................ 1 METHODOLOGY ........................................................... 3
Overview ........................................................................... 3 The Scope and Sampling - Land Survey ....................................... 4 Sample Achievement............................................................. 4 The Scope and Sampling Consumer Panel Profile ......................... 6 The Scope and Sampling Combining the Two Sample Sets ............... 6 The Scope and Sampling In-Depth Mobile Usage Behavior and Brand Preferences........................................................................ 9 Questionnaire Designing and Reporting ......................................10

EXECUTIVE SUMMARY ................................................... 12 KEY FINDINGS ............................................................ 16

The MCMU Market Overview ...................................................16 The MCMU Demographics and Socio-Economic Status .....................19 Mobile Handset Usage...........................................................22 Mobile Handset Brand Preferences ...........................................26 Mobile Service Usage............................................................28 Mobile Service Brand Preferences ............................................33 Landline Phone Ownerships and Usage.......................................36

INDEX: CHARTS.......................................................... 108 INDEX: TABLES .......................................................... 110

India Mobile 2009

Methodology
Overview
For estimating the size, demographic and socio-economic profiling of all urban mobile users in India, 76,502 sample responses were collected from a baseline land survey which was conducted by Juxt in Dec 2008 Jan 2009. In the urban areas, the survey covered 16,317 urban households encompassing all socio-economic classes in 40 cities covering town classes of all population sizes spread across all the four regions of the country. A structured questionnaire was used for this purpose. The focus of the baseline survey was on classifying the sampled household on their household characteristics - capturing the basic demographic profile of each member in the household, including whether they used a mobile phone or not, assess the socio-economic status of the household and capture their physical and financial assets ownership and liabilities. For the respondent members who used a mobile phone, their phone number and connection technology type was also captured. Another 76,638 sample were taken from Juxts own consumer panel (www.getcounted.net). The samples were accumulated between December 2008 and July 2009. Here again an almost similar structured questionnaire was used for the purpose (differing only in the phrasing of questions to make it more suitable for a self-administered format). Exactly the same basic level demographic information of each member of the household was captured, including mobile phone usage status, in an online profiling of these consumers as was done in the land survey. The same other household details to assess the socio-economic status of the household as captured in the land survey were also captured here. The responses collected from the two methods (offline survey and online consumer panel profiling) were then combined into a common sample database of 153,140. The data was then cleaned, processed and tabulated to derive the size of urban mobile phone users and their demographic and socio-economic profile. Before analyzing the data, it was made representative for all urban Indians by applying 6 distinct demographic representation weights urban district type, region, SEC, gender, age and preferred language of reading. The representation weights were derived from the highly authentic Govt. Of India population data (NSSO/Census/RGI). Further, three additional mobile usage related representation weights - telecom circle, mobile service provider used and mobile phone connection technology used (GSM or CDMA) - were also applied to bring in the usage representation of all the urban mobile users at the circle and service provider level. These representation weights were again

Multiple Connection Mobile Users

derived from the highly authentic telecom industry association and regulatory authority data (TRAI/COAI/AUSPI). Lastly, the in-depth mobile usage behavior, including the no. of mobile connections per person, no. of mobile users per household, the service and handset usage details and brand preferences was done through an online survey conducted by Juxt within its consumer panel. This online survey was conducted between June July 2009 among 12,500 panel members from various socio-economic backgrounds and coming from various types of town classes. Again, a self-administrable and structured questionnaire was used for this purpose.

The Scope and Sampling - Land Survey

The household level sample base in the land survey for urban areas was 16,317, with coverage of 40 individual cities of various population sizes. The per city sample sizes for the top most populous cities (30 lakh+ population cities) was kept at 800, for the next level of populous towns (between 5 lakhs-30 lakhs) it was kept at 400, and for the third group of least populous towns (below 5 lakhs) it was kept at 300 1. The relatively higher sample base for the larger population towns were chosen essentially to do a more extensive and deeper sampling within these towns. The distribution of these 40 cities was done ensuring a good spread across the 4 regions of the country and covering all urban town classes as defined in the Census (right down to 5,000-20,000 population size towns, the smallest town class in India as defined by the Census). The list of the 40 selected towns and their regional and town class distribution, along with reporting sample sizes, is displayed in Table 1. Further, to adequately capture households and family profiles of all types of socio-economic classes (SEC) in urban India, including their mobile usage levels, we allocated equal sample quota among the 5 broad urban socio-economic classes A, B, C, D and E across various zones within a town, and then across the town classes and regions. To correct for and put back the real representation of the socio-economic classes (and not equal representation), during the data processing stage we incorporated the appropriate SEC weights derived from the actual urban population statistics from authentic govt. Sources (National Sample Survey Organization and Census of India) 2. Within a city, geographical locations from each of the 4 zones (north, south, east and west) were chosen. From each zone and location within a city an equal number of households from the five socio-economic classes A, B, C, D, and E were surveyed.

Sample Achievement
The 40 cities where the land survey for urban areas was conducted and the size of the sample data collected/achieved from each of these cities is as follows:

1 2

See Table 1 for detailed city-wise sample break ups of the land survey * NSSO/Census data projected for year 2009 by Indicus Analytics

India Mobile 2009

Table 1: Detailed City-Wise Sample Base Distribution of the Land Survey (Achieved) Household Level
Region City Delhi Kanpur (UP) Ludhiana (Pun) Allahabad (UP) Ajmer (Raj) Bhadohi (UP) North Muradnagar Sohna (Har) Phillaur (Pun) Kishangarh Mumbai (Mah) Ahmedabad Pune (Mah) Rajkot (Guj) West Dewas (MP) Hinganghat Mhowgaon (MP) Katol (Mah) Ghogha (Guj) Bhaurasa (MP) Kolkata (WB) Patna (Bih) Guwahati (Ass) Bhubneshwar East Raniganj (WB) Bhatapara Dimapur (Nag) Champa (Chat) Baliari (Jha) Khusrupur (Bih) Chennai (TN) Bangalore (Kar) Hyderabad (AP) Vizag (AP) South Mysore (Kar) Kozhikode (Ker) Nellore (AP) Cheruvannur Edapaddi (TN) Pallavakam (TN) Total Urban District Class (by population size) 10 lakh + 10 lakh + 10 lakh + 5 lakh 10 lakh 1 lakh 5 lakh 50 K 1 lakh 50 K 1 lakh 20 K 50 K 20 K 50 K 5 K 20 K 10 lakh + 10 lakh + 10 lakh + 5 lakh 10 lakh 1 lakh 5 lakh 50 K 1 lakh 20 K 50 K 20 K 50 K 5 K 20 K 5 K 20 K 10 lakh + 10 lakh + 5 lakh 10 lakh 5 lakh 10 lakh 1 lakh 5 lakh 50 K 1 lakh 50 K 1 lakh 20 K 50 K 5 K 20 K 5 K 20 K 10 lakh + 10 lakh + 10 lakh + 10 lakh + 5 lakh 10 lakh 1 lakh 5 lakh 1 lakh 5 lakh 50 K 1 lakh 20 K 50 K 5 K 20 K Households Individuals Urban Sample Size (Households) 798 398 399 400 299 299 300 302 310 299 800 802 400 402 239 302 299 225 299 307 799 400 399 400 300 299 300 300 300 300 787 814 779 409 391 374 286 208 298 295 16,317 76,502 Urban District Class 10 lakh+ (12) 10 lakh+ (12) 10 lakh+ (12) 10 lakh+ (12) 10 lakh+ (12) 10 lakh+ (12) 10 lakh+ (12) 10 lakh+ (12) 5 lakh-10 lakh 5 lakh-10 lakh 5 lakh-10 lakh 5 lakh-10 lakh 5 lakh-10 lakh 5 lakh-10 lakh 5 lakh-10 lakh 1 lakh-5 lakh (5) 1 lakh-5 lakh (5) 1 lakh-5 lakh (5) 1 lakh-5 lakh (5) 1 lakh-5 lakh (5) 1 lakh-5 lakh (5) 1 lakh-5 lakh (5) 50 K-1 lakh (6) 50 K-1 lakh (6) 50 K-1 lakh (6) 50 K-1 lakh (6) 50 K-1 lakh (6) 50 K-1 lakh (6) 50 K-1 lakh (6) 20 K50 K (6) 20 K50 K (6) 20 K50 K (6) 20 K50 K (6) 20 K50 K (6) 20 K50 K (6) 20 K50 K (6) 5 K 20 K (6) 5 K 20 K (6) 5 K 20 K (6) 5 K 20 K (6) Total (40) -

Multiple Connection Mobile Users

The Scope and Sampling Consumer Panel Profile

76,638 samples from the total study sample of 153,140 for sizing and profiling the urban mobile users on their demographic and socioeconomic parameters were taken from Juxts own consumer panel (www.getcounted.net) as accumulated between December 2008 and July 2009. Here profile data of only those panel members who have been active in the panel in last 6 months and had either uploaded or updated their profile in or after December 2008 were included. The Juxt Consumer Panel members, though enlisted online, are profiled on demographic and household parameters applicable for any consumer per se. Though capturing these consumers online does bring in selective sampling bias (as consumers of certain demographic profile, or combination of profiles, are more likely to use internet in India, and therefore, more likely to be members of such a panel). However, despite these biases we could use the panel data in the study as in any case we were to finally apply appropriate representation weights as derived from the authentic govt. Population statistics and telecom industry associations to make the final results representative of the entire mobile using urban population in India (and not just of those sampled, whether through land survey, or through online panel enlistment/profiling). In principle, this approach is almost akin to our methodology of making our land survey also eventually representative of the urban mobile user population. The only difference is that while using our land survey sampled data we removed the equal quota sampling bias by applying population and usage representative weights, in the online panel profiling sampled data we removed the selective sampling bias by applying the population and usage representative weights. The net result is the same. In either case, by applying the population and usage representation weights we corrected and neutralized the incumbent sampling biases that came in as a result of the medium used for the research. Since we have used the same demographic, household profiling and mobile usage status parameters in our panel enrolment as in our annual baseline land survey, it was possible and easy for us to map and integrate the two data sets.

The Scope and Sampling Combining the Two Sample Sets

After adding the samples of both the mediums, we not only had a much larger sample size per se (153,140 individuals), but also had a more robust and richer depth of sampling than what would have been possible using only a single medium of research: Coverage of as many as 3,175 towns in India - making it probably one of the widest coverage sample studies on urban mobile users in India Reporting sample size of more than 500 from 46 distinct towns Reporting sample size of more than 200 from 87 distinct towns

India Mobile 2009

Reporting sample size of more than 100 from 154 distinct towns Reporting sample size of more than 50 from 270 distinct towns Table 2: Detailed City-Wise Sample Base Distribution of Urban Mobile Users at the Combined Offline and Online Sampling (Achieved) (87 Cities with More Than 200 Reporting Sample Listed Here)
City Delhi Mumbai Bangalore Chennai Hyderabad Kolkata Pune Secunderabad Ahmedabad Bhubaneswar Guwahati Lucknow Dimapur Surat Gurgaon Mhowgaon Jaipur Ghaziabad Visakhapatnam Chandigarh Vadodara Coimbatore Indore Bhatapara Thane Faridabad Bhaurasa Dewas Noida Bhopal Vijayawada Anekal Nagpur Kanpur Champa Trivandrum Mysore Ludhiana Patna Kochi Kalyan-Dombivali Population Size 50L+ 50L+ 30L to 50L 30L to 50L 30L to 50L 30L to 50L 10L to 30L 1L to 5L 30L to 50L 5L to 10L 5L to 10L 10L to 30L 1L to 5L 10L to 30L 1L to 5L 20K to 50K 10L to 30L 5L to 10L 5L to 10L 5L to 10L 10L to 30L 5L to 10L 10L to 30L 50K to 1L 10L to 30L 10L to 30L 1L to 5L 1L to 5L 1L to 5L 10L to 30L 5L to 10L 20K to 50K 10L to 30L 10L to 30L 20K to 50K 5L to 10L 5L to 10L 10L to 30L 10L to 30L 5L to 10L 10L to 30L Circle Metros Metros A' Circle Metros A' Circle Metros A' Circle A' Circle A' Circle C' Circle C' Circle B' Circle C' Circle A' Circle B' Circle B' Circle B' Circle B' Circle A' Circle B' Circle A' Circle A' Circle B' Circle C' Circle A' Circle B' Circle B' Circle B' Circle B' Circle B' Circle A' Circle A' Circle A' Circle B' Circle C' Circle B' Circle A' Circle B' Circle C' Circle B' Circle A' Circle Sample 11,450 9,413 8,935 7,559 5,155 3,535 3,013 2,677 2,523 1,962 1,675 1,379 1,303 1,108 1,074 1,071 1,056 1,041 1,013 945 940 934 902 874 870 848 831 803 768 746 737 722 710 710 695 676 645 640 631 620 582

Multiple Connection Mobile Users

Rajkot Madurai Pallavaram Edappadi Pimpri Chinchwad Nashik Tiruchirappalli Guntur Mira-Bhayandar Warangal Agra Mangalore Meerut Allahabad Ranchi Salem Raipur Tirupati Pondicherry Hubli-Dharwad Jalandhar Jodhpur Cuttack Jamshedpur Amritsar Dehradun Gwalior Jabalpur Ambarnath Aurangabad Kozhikode Srinagar Varanasi Tiruppur Alandi Nellore Erode Jammu Raurkela Bilaspur Belgaum Alwal Patiala Udaipur Vasai Kurnool 5L to 10L 5L to 10L 1L to 5L 20K to 50K 10L to 30L 10L to 30L 5L to 10L 5L to 10L 5L to 10L 5L to 10L 10L to 30L 1L to 5L 10L to 30L 5L to 10L 5L to 10L 5L to 10L 5L to 10L 1L to 5L 1L to 5L 1L to 5L 5L to 10L 5L to 10L 5L to 10L 5L to 10L 5L to 10L 1L to 5L 5L to 10L 5L to 10L 1L to 5L 5L to 10L 1L to 5L 5L to 10L 10L to 30L 1L to 5L 1L to 5L 1L to 5L 1L to 5L 1L to 5L 1L to 5L 1L to 5L 1L to 5L 1L to 5L 1L to 5L 1L to 5L 20K to 50K 1L to 5L A' Circle A' Circle A' Circle A' Circle A' Circle A' Circle A' Circle A' Circle A' Circle A' Circle B' Circle A' Circle B' Circle B' Circle C' Circle A' Circle B' Circle A' Circle C' Circle A' Circle B' Circle B' Circle C' Circle C' Circle B' Circle B' Circle B' Circle B' Circle A' Circle B' Circle B' Circle C' Circle B' Circle A' Circle A' Circle A' Circle A' Circle C' Circle C' Circle C' Circle A' Circle A' Circle B' Circle B' Circle A' Circle A' Circle 544 522 513 509 504 456 402 400 388 363 347 344 340 336 327 318 317 315 313 301 300 300 293 293 291 284 283 275 273 271 266 265 261 260 257 253 245 245 227 226 224 210 209 207 201 201

India Mobile 2009

The Scope and Sampling In-Depth Mobile Usage Behavior and Brand Preferences
The information on usage behavior on both mobile service and handset, along with the brand preferences for them, was done through an online survey conducted by Juxt within its consumer panel. This online survey was conducted between June 2009July 2009 among 12,500 mobile using active panel members from various socio-economic backgrounds and coming from various types of town classes. The objective of the online survey was to collect in-depth information on service usage as well as handset usage among these mobile users. 10,833 finally usable responses from this survey were finally reported. The key service usage information captured were no. of phone connections per person, total no. of phone users in the household, mobile service provider names, type of connection technology (GSM/CDMA), connection plan (prepaid/postpaid), features subscribed with the service provider, typical usage durations on weekdays and weekends, usage satisfaction/dissatisfaction, short code awareness & usage, willingness & preference for receiving ads on mobile and so on. Brand preference related questions included capturing top of the mind brand recall of service providers, multiple brand usage (for multiple connections), most used service provider, consideration set and most preferred service brand for next connection, likely reasons of switching/change connection, etc. The key handset usage information captured were no. of mobile handset owned and used, brand and model used, tenure of usage, approximate price of currently used handset, features used on the handset, accessories used, usage satisfaction/dissatisfaction, preferred set of features considered before buying a new handset and so on. Brand preference related questions included capturing top of the mind brand recalls for handset, multiple handset brand usage, most used handset brand, consideration set and most preferred handset brand for next purchase, likely reasons of switching/changing handset, etc. Here again, the data collected online did not necessarily had to be representative of all types of urban mobile users in itself - as the individual level demographic and usage multipliers from the population and industry statistics were to be applied to make the data representative of the entire mobile using urban population in India anyways. However, to be methodologically correct, while doing such an online sampling we needed to ensure (and we did to the extent possible) that enough samples were collected from the online panel covering all the 6 relevant demographic combinations and the 3 relevant usage parameter combinations on which the multipliers derived from the population and industry data were to be applied. Eventually, in the online survey highly adequate samples were achieved (10,833 reporting sample overall) on all the demographic parameters as well as usage parameters for most telecom circles and service operators for a high level statistical validity and robustness of the findings.

Multiple Connection Mobile Users

Questionnaire Designing and Reporting

While the land survey questionnaires were administered in English or the vernacular language in which the respondent was more comfortable in understanding and responding, the online profiling forms and questionnaires were only in English. The questionnaires were structured and designed to reduce the level of respondent fatigue to an extent that was practically possible. Accordingly, before administering them on the field, the questionnaires were pre-tested and timed to take approximately 15-20 minutes for a respondent to complete depending on the speed of comprehension and answering of the questions. Wherever relevant, it was also possible for a respondent to answer/choose the options none or any other. In the land survey, to test the accuracy and authenticity of the responses during and after the field work, 30% back checks were conducted by the field agency and 10% separate back checks were done by Juxt staff. On the online panel, GetCounted panel members are enlisted and activated only through a double opt-in process, where they can login to the panel post registration only using a genuine email id (only after they click on the link sent to them by email on their registered email id). The double opt-in registration process is one of the most widely used and accepted methods worldwide by research companies that offer consume panels online to ensure authenticity of the enlisted panel members. In addition to the double opt-in, Juxt panel management staff also conducts continuous and on-going random telephonic back checks among its newly enrolled panel members on a monthly basis. Eventually, all the usable responses thus collected from the sample sets of both the survey mediums (offline and online) were taken up for data cleaning, after which they were collated, crosschecked and processed for tabulation and analysis. Finally, the appropriate demographic and mobile usage weights or multipliers were incorporated into the usable survey responses. This ensured that the survey findings were now representative of the entire mobile using urban Indian population and not just of those who participated in the two surveys/profiling exercises. The net result was the compilation of the latest, highly authentic and representative findings on the sizing, profiling and mobile usage behavior of both all urban mobile users (AUMU) as well as the multiple connection mobile users (MCMU). While the demographic and socioeconomic profile findings of the study are representative of all the 155 million urban mobile users as of May 2009, the mobile usage behavior findings of the study are representative of 130 million urban mobile users (approx. 85% of all urban mobile users). This database was then used for making insightful analysis and conclusions as presented in this report about the multiple connection

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India Mobile 2009

mobile users in urban India, both in their profile and mobile service and handset usage as well as in the similarities and distinctions they show vis--vis the single connection mobile users.

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Multiple Connection Mobile Users

Index: Charts
Chart 1: Number of Mobile Connections Owned Individually ..... Chart 2: Region-Wise Break-Ups .......................................... Chart 3: Age Group Distribution .......................................... Chart 4: Gender Breakup ................................................... Chart 5: Monthly Household Income..................................... Chart 6: Most Expensive Vehicle Owned by the Household ....... Chart 7: Place of Purchase of Mobile Phone Handset .............. Chart 8: Most Used Mobile Handset Brand (Cumulative)........... Chart 9: Most Used Mobile Handset Brand (Preferred Basis) ..... Chart 10: Usage Period of Most Used Mobile Phone Connection . Chart 11: Average Talk Time in a Day Using Your Most Used Mobile Phone Connection .................................................. Chart 12: Most Used Service Provider of Your Mobile Phone (Cumulative) ................................................................... Chart 13: Most Used Service Provider of Your Mobile Phone (Preferred) ..................................................................... Chart 14: Number of Landline Connections in HH ................... Chart 15: Number of Mobile Connections Owned Individually ... Chart 16: Number of Mobile Connections in HH ...................... Chart 17: Region-Wise Break-Ups ........................................ Chart 18: Type of Connection Technology ............................. Chart 19: Age Group Distribution ........................................ Chart 20: Gender Breakup ................................................. Chart 21: Highest Educational Qualification .......................... Chart 22: Head of the Household ........................................ Chart 23: Monthly Household Income ................................... Chart 24: Most Expensive Vehicle Owned by the Household ..... Chart 25: Ownership of Credit Cards (Individually) ................. Chart 26: Period of Usage of Most Used Mobile Phone Handset . Chart 27: Mode of Acquisition of Mobile Phone Handset .......... Chart 28: Mode of Purchase/Payment of Mobile Phone Handset Chart 29: Place of Purchase of Mobile Phone Handset ............. Chart 30: Mobile Phone Handset Accessories Used .................. Chart 31: Overall Satisfaction with Mobile Phone Handset ....... Chart 32: Likeliness to Continue with Existing Mobile Phone Handset.......................................................................... Chart 33: Most Used Mobile Handset Brand (Cumulative) ......... Chart 34: Most Used Mobile Handset Brand (Preferred Basis) .... Chart 35: Type of Mobile Connection Plan ............................ Chart 36: Usage Period of Most Used Mobile Phone Connection . Chart 37: Status of DND (Do Not Disturb) Registration on Your Most Used Mobile Phone Connection ....................................
17 18 19 20 21 21 23 27 27 29 30 34 35 36 39 40 41 44 45 46 49 51 52 53 54 55 56 58 60 62 65 66 71 72 75 76 77

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India Mobile 2009 Chart 38: Reason for Non-Registration with DND .................... 78 Chart 39: Frequency of Incoming SMS Ads/Calls Etc Post Registration with DND ....................................................... 79 Chart 40: Average Talk Time in a Day Using Your Most Used Mobile Phone Connection .................................................. 81 Chart 41: Place of Purchase of Mobile Phone Connection ......... 84 Chart 42: Degree of Openness/Receptiveness to Mobile Advertisements................................................................ 87 Chart 43: Have You Ever Sent Short Codes from Your Mobile Phone ............................................................................ 89 Chart 44: Overall Satisfaction with Mobile Phone Connection ... 91 Chart 45: Likeliness to Recommendation of Your Mobile Phone Connection ..................................................................... 92 Chart 46: Likeliness to Continue with Existing Mobile Phone Connection ..................................................................... 93 Chart 47: Most Used Service Provider of Your Mobile Phone (Cumulative) ................................................................... 98 Chart 48: Most Used Service Provider of Your Mobile Phone (Preferred) ..................................................................... 99 Chart 49: Number of Landline Connections in HH .................. 102 Chart 50: Most Used Service Provider of Landline .................. 103 Chart 51: Internet Connectivity Speed on Landline Phone ....... 105

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Index: Tables
Table 1: Detailed City-Wise Sample Base Distribution of the Land Survey (Achieved) Household Level.................................. 5 Table 2: Detailed City-Wise Sample Base Distribution of Urban Mobile Users at the Combined Offline and Online Sampling (Achieved) (87 Cities with More Than 200 Reporting Sample Listed Here) ............................................................... 7 Table 3: Cities ...........................................................18 Table 4: Mobile Circle ..................................................19 Table 5: Socio Economic Classification ..............................20 Table 6: Approximate Price of Mobile Phone Handset ............22 Table 7: Features in Your Mobile Phone Handset ..................24 Table 8: Satisfying Aspects of Your Mobile Phone Handset .......25 Table 9: Dissatisfying Aspects of Your Mobile Phone Handset....25 Table 10: Top of Mind Mobile Handset Brand .......................26 Table 11: Consideration Set of Mobile Phone Handset Brands for Future Purchase .........................................................28 Table 12: Most Likely Future Purchase of Mobile Phone Handset28 Table 13: Features Activated in Most Used Mobile Phone Connection ...............................................................29 Table 14: Average Monthly Expenditure of Mobile Phone Connection ...............................................................31 Table 15: Satisfying Aspects of Your Mobile Phone Connection..31 Table 16: Reasons for Changing the Mobile Service Provider ....32 Table 17: Top of Mind Service Provider..............................34 Table 18: Service Providers Considered for Future Purchase ....35 Table 19: Most Likely Mobile Phone Connection to Be Used in Future .....................................................................36 Table 20: Features of Most Used Landline Phone ..................37 Table 21: Cities ..........................................................42 Table 22: Mobile Circle .................................................43 Table 23: Preferred Language of Reading ...........................47 Table 24: Socio Economic Classification .............................48 Table 25: Occupation ...................................................50 Table 26: Person Who Gifted Mobile Phone Handset ..............57 Table 27: Approximate Price of Mobile Phone Handset ...........59 Table 28: Features in Your Mobile Phone Handset .................61 Table 29: Satisfying Aspects of Your Mobile Phone Handset .....63 Table 30: Dissatisfying Aspects of Your Mobile Phone Handset ..64 Table 31: Reasons for Changing the Existing Mobile Phone Handset ...................................................................67 Table 32: Most Important Feature of mobile phone handset considered prior to purchase ..........................................68 Table 33: Features to Be Considered Prior to Purchase of Mobile Handset (Cumulative)...................................................69 Table 34: Top of Mind Mobile Handset Brand .......................70 Table 35: Consideration Set of Mobile Phone Handset Brands for Future Purchase .........................................................73 Table 36: Most Likely Future Purchase of Mobile Phone Handset74 Table 37: Features Activated in Most Used Mobile Phone Connection ...............................................................80

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India Mobile 2009 Table 38: Average Monthly Expenditure of Mobile Phone Connection ...............................................................82 Table 39: Preferred Mode of Payment ...............................83 Table 40: Satisfying Aspects of Your Mobile Phone Connection..85 Table 41: Dissatisfying Aspects of Your Mobile Phone Connection .............................................................................86 Table 42: Types of Ads Received on Mobile Phone.................88 Table 43: Reasons of Sending Short Codes from Your Mobile Phone ......................................................................90 Table 44: Reasons for Changing the Mobile Service Provider ....94 Table 45: Features of Mobile Phone Connection to Be Considered (Cumulative) .............................................................95 Table 46: Most Important Feature of Mobile Phone Connection Considered Prior to Purchase..........................................96 Table 47: Top of Mind Service Provider..............................97 Table 48: Service Providers Considered for Future Purchase .. 100 Table 49: Most Likely Mobile Phone Connection to Be Used in Future ................................................................... 101 Table 50: Features of Most Used Landline Phone ................ 104 Table 51: Average Monthly Landline Bill........................... 106

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