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Mobile Accessories Market – India

July 2017
Executive Summary
• In India, the mobile accessories market is projected to grow at a CAGR of ~x % to reach INR x bn by FY 2026 from INR x bn in FY 2016
• Major mobile accessories include power banks, selfie sticks, headphone splitters, USB OTGs, Bluetooth speakers, Bluetooth headsets, external flashes,
and external zoom lenses
Market Overview • Increasing disposable income has transformed consumer buying and spending trends mainly in urban areas
• Constant innovation in the smartphone market has marked a huge shift in consumer behavior with wide ranging accessories, thereby creating a robust
demand for different types of trendy accessories

Drivers Challenges
• Rising Mobile Device Adoption and Colossal Wireless • Grey Market Offerings
Drivers and Subscriber Base • Low Smartphone and Tablet Penetration in Rural Areas
Challenges • Increase in Disposable Income and Economic Advancement
• Consumption Trend of Youth Demography
• Rise of E-Commerce Websites and Online Shopping

• Introduction of High-Capacity Batteries • Adoption of Navigation Accessories

• Increased Usage of External Batteries and Power Banks
• Increasing Demand for Compact Retractable Cables
Trends • Advanced Usage of Multi Task and Multi Device Cables
• Increasing Usage of HDMI and Other Multimedia Cables
• Awareness about Bluetooth and Hands-Free Devices
• Adoption of Designer Cases and Covers
• Improved In-Ear Headphones
• Increased Usage of Wireless Headsets and Earphones
• Usage of USB On-the-Go Host
• Introduction of Device Stands and Holders

Major Players
Competitive Eon Electric Ltd. Optiemus Infracom Ltd. Callmate (India) Pvt. Ltd. Moftware Infotech Pvt. Ltd.
Landscape
Samsung India Electronics Pvt.
Belkin India Pvt. Ltd. Case Mate India Pvt. Ltd. PNY Technologies Asia Pacific Ltd.
Ltd.

Mobile Accessories Market in India 2017 2

Socioeconomic Indicators

Market Overview

Trade Analysis

Market Influencers

Government Initiatives

Market Trends

Competitive Landscape

Recent Developments

Appendix

3
Socioeconomic Indicators

Total Population

mn
X%
1,500

1,000

500

0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Population Density

Persons per sq. km

X%
500
400
300
200
100
0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Mobile Accessories Market in India 2017 4

Market Definition & Structure
• Mobile accessories are essential auxiliary items that can be attached to or removed from a mobile phone without damaging it or the mobile phone to which it can be attached
 They are the additional products which complement compatible mobile devices or enhance their usages and features
 xx

Major Mobile Accessories

MobilexxBattery Mobile
xxCable xx

Case /xxCover Mobilexx

Charger xx

Mobilexx
Headset PortablexxSpeaker xx

Major Mobile Devices

xx xx xx xx

With the growing popularity of smartphones and other mobile devices, there is significant demand for mobile accessories from consumers across India

Focus of study

Mobile Accessories Market in India 2017 5

Market Definition & Structure

Most Used Mobile Accessories

Function
• xx

Examples - xx
Power Bank

Function
• xx

Examples - xx
Selfie Stick

Function
• xx

Examples– xx
Headphone Splitter

Mobile Accessories Market in India 2017 6

Market Definition & Structure

Mobile Accessories – Value Chain

• Distribution channels in India are quite traditional and unique
• The major channel components include retail network, wholesale network, and the logistics infrastructure
 xx

xx
xx xx
Mobile Accessory Company /

xx
Manufacturer

Consumers
xx xx

xx

xx xx
xx

xx
xx

Mobile Accessories Market in India 2017 7

Market Overview – Smartphones

Market Size & Growth Forecast (Smartphone Shipment)

mn units
250
200 +x%
150
100
50
0
2015 2016e 2017e 2018e 2019e 2020e

Current Market Scenario

• India has overtaken the US to become the fastest growing smartphone market in the world
• By 2020, smartphone shipments in India are expected to reach x mn units, growing at a CAGR of ~x% from 2016
• xx

Mobile Accessories Market in India 2017 8

Market Overview – Mobile Accessories

Market Size & Growth Forecast

INR bn
300
250
+x%
200
150
100
50
0
2014 2015 2016 2017e 2018e 2019e 2020e 2021e 2022e 2023e 2024e 2025e 2026e

Current Market Scenario

• In India, the mobile accessories market is projected to grow at a CAGR of ~x% to reach INR x bn by FY 2026 from INR x bn in FY 2016
• The Indian mobile phone accessories market has grown significantly in recent years with immense opportunities owing to substantial growth in the worldwide adoption of
smartphones and tablets
 xx

Mobile Accessories Market in India 2017 9

Market Overview – Protective Cases

Protective Cases
Market Definition
• Protective cases account for a relatively higher revenue share among the various mobile accessories product segments
• Mobile phone protective cases are high in demand
 xx

Market Size CAGR (FY 2016 - FY 2021)

FY 2016 FY 2026e
~ x%
INR x bn INR x bn

Mobile Accessories Market in India 2017 10

Market Overview – Wireless Headphones and Earphones

Wireless Headphones and Earphones

Market Definition
• Technological advancements are triggering an opportunity for sales of wireless headphones and earphones
• xx

Market Size CAGR (FY 2016 - FY 2021)

FY 2016 FY 2026e
~ x%
INR x bn INR x bn

Mobile Accessories Market in India 2017 11

Market Overview – Turbo Chargers

Turbo Chargers
Market Definition
• Turbo chargers are capable of charging mobile devices faster, and are being rapidly adopted by consumers in India
 Turbo chargers can be used to charge smartphones, power banks, Bluetooth speakers, and other mobile accessories
• xx

Market Size CAGR (FY 2016 - FY 2021)

FY 2016 FY 2026e
~ x%
INR x bn INR x bn

Mobile Accessories Market in India 2017 12

Market Overview – Memory Cards

Memory Cards
Market Definition
• Smartphones come with inbuilt memory space as well as have slots for inserting external memory cards
• Rise in demand for smartphones, tablets, and digital cameras has created a need for mass data storage devices
• xx

Market Size CAGR (FY 2016 - FY 2021)

FY 2016 FY 2026e
~ x%
INR x bn INR x bn

Mobile Accessories Market in India 2017 13

Porter’s Five Forces Analysis

Threat of New Bargaining Power

• xx Entrants of Buyers • xx

Competitive Rivalry
• xx

• xx • xx
Bargaining Power Threat of
of Suppliers Substitutes

Mobile Accessories Market in India 2017 14

Export : 85183000
SAMPLE Export (Value)

INR mn

300
X%
250
200
150
100
50
0
FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 (Apr-Nov)

Export (Volume)

mn Kgs

3.5 X%
3.0
2.5
2.0
1.5
1.0
0.5
0.0
FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 (Apr-Nov)

Mobile Accessories Market in India 2017 15

Export Segmentation: 85183000 – Country-Wise
Exports: Value-Wise Segmentation

Country 1 Country 1
Country 2 Country 2
Country 3 Country 3
Country 4 Country 4
Country 5 Country 5
Country 6 Country 6
Others Others

FY 2015 FY 2016

Exports: Volume-Wise Segmentation

Country 1 Country 1
Country 2 Country 2
Country 3 Country 3
Country 4 Country 4
Country 5 Country 5
Country 6 Country 6
Others Others

FY 2015 FY 2016

Mobile Accessories Market in India 2017 16

Market Drivers

Rising Mobile Device Adoption and Colossal Wireless Subscriber Base

• By 2020, smartphone shipment in India is expected to reach 210.53 mn units, growing at a CAGR of ~17.5% from 2016
 In 2016, India’s smartphone market saw shipments rising by 17% in the Apr-Jun quarter
 xx

Smartphone Shipment in India

mn units
250
200 +17.5%
150
100
50
0
2015 2016e 2017e 2018e 2019e 2020e

Mobile Accessories Market in India 2017 17

Market Challenges

Grey Market Offerings

• The mobile accessories market dynamics are largely driven by foreign imports currently
• Demand from brand-conscious Indians have led to the increase in sale of grey market products
• xx

Low Smartphone and Tablet Penetration in Rural Areas

• Smartphone and tablet PC adoption rate in rural India is still low largely due to budgetary constraints and low adaptability to complicated devices
• ~70% of India’s population resides in rural areas and majority of the wireless consumers there use basic phones and feature phones
 xx

Mobile Accessories Market in India 2017 18

Government Initiatives

Government of India’s Plan to Boost Electronic Industry in India

• Mobile accessory companies can leverage government policies by setting up manufacturing units in India
• Union Budget FY 2018 had proposed various measures for the electronics sector
 xx

Companies Benefitting from Government’s Decision

• India is an attractive hub for foreign investments in the manufacturing sector
 Companies offering various products such as mobile phones, luxury and automobile brands, among others, have set up or are looking to establish their manufacturing bases in the country
• xx

Mobile Accessories Market in India 2017 19

Market Trends

Major Mobile Accessories Market Trends

Influx of High Capacity Batteries Increased Usage of External Battery / Power Banks

• xx • xx

Increasing Demand for Compact Retractable Cables Advanced Usage of Multi-Task and Multi-Device Cables

• xx • xx

Mobile Accessories Market in India 2017 20

Competition

List of Major Players

Name Website

Company 1

Company 2

Company 3

Company 4

Company 5

Company 6

Company 7

Company 8

Company 9

Company 10

Mobile Accessories Market in India 2017 21

Public: Domestic Company – Company A

Company Information Business Description

• xx
Corporate Address

Tel No.

Fax No.

Website

Year of Incorporation

Products and Services Key People

Category Products/Services Name Designation

xx xx Person 1 Chief Executive Officer

xx xx Person 2 Chief Operating Officer

xx xx
Person 3 Head – Operations
xx xx
Person 4 Chief Marketing Officer

Mobile Accessories Market in India 2017 22

Public: Domestic Company – Company A (Contd.)

Financial Snapshot Key Ratios

Particulars 2013 2014 2015 2016
Total Income Net Profit / Loss
Profitability Ratios
a x
Gross Margin %
b y
Net Income Margin %
z
c EBITDA Margin %
x
d EBITA Margin %
c
e EBIT Margin %
d
Return on Assets %
f0 e
FY 2012 FY 2014 FY 2015 FY 2016 Return on Capital %
Return on Equity %
Return on Common Equity %
Liquidity Ratios
Current Ratio
Quick Ratio
Key Financial Performance Indicators
Leverage Ratios
Indicators Value Total Debt/Equity
Total Debt/Capital
Market Capitalization (INR mn)
Interest Coverage
Efficiency Ratios
Total Enterprise Value (INR mn)
Total Asset Turnover
EPS (INR) Fixed Asset Turnover
Accounts Receivable Turnover
PE Ratio (Absolute)
Inventory Turnover

Mobile Accessories Market in India 2017 23

Public: Domestic Company – Company A (Contd.)

Key Business Segments Key Geographic Segments

100%
100%
80%
80%
60% 60%
40% 40%
20% 20%
0% 0%
FY 2013 FY 2014 FY 2015 FY 2016 FY 2013 FY 2014 FY 2015 2016

Segment 1 Segment 2 Segment 3 Country 1 Country 2

Mobile Accessories Market in India 2017 24

Private: Domestic Company – Company B

Company Information Business Description

• xx
Corporate Address

Tel No.

Fax No.

Website

Year of Incorporation

Products and Services Key People

Category Products/Services Name Designation

xx xx Person 1 Chief Executive Officer

xx xx Person 2 Chief Operating Officer

xx xx
Person 3 Head – Operations
xx xx
Person 4 Chief Marketing Officer

Mobile Accessories Market in India 2017 25

Recent Developments

Date Category Description Impact

Feb 22, 2017 Collaborations & Partnerships Low

Feb 01, 2017 Product Launch Low

Dec 19, 2016 Regulatory High

Dec 15, 2016 Regulatory Medium

Mobile Accessories Market in India 2017 26

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