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Preface
The first real insight of an organization for a management comes only during his
or her vocational summer training period. The training synthesizes the theoretical
concepts learnt in the Lecture rooms and its practical orientation in any organization. As
an essential part of the MBA program students are expected to undergo summer training
for a period of eight to ten weeks with a company for real life working environment and
market intricacies after the completion of first year.
It is very important for a M.B.A. student. It gives practical knowledge to
student. esearch study is the !ack!one of any management program. A management
graduate has to fre"uently do research work during his entire course span. esearch for
summer training is the first step which the trainee takes towards the long #ourney ahead. I
was fortunate enough to have undergone my summer training at $veready co. Ltd.%
Lucknow.
The pro#ect is carried out to translate the theoretical knowledge of su!#ect into
the practical field work. This pro#ect is too carried out in partial fulfillment of MBA Third
&emester 'ourse from (Technical $ducation ) esearch Institute* +hazipur.
'ustomer satisfaction is still one of the single strongest predictors of customer retention.
It,s considera!le more expensive to attract new customers than it is to keep old ones
happy. In a climate of decreasing !rand loyalties% understanding customer service and
measuring customer satisfaction are very crucial.
There is o!viously a strong link !etween customer satisfaction and customer
retention. 'ustomer,s perception of &ervice and -uality of product will determine the
success of the product or service in the market.
.
/ith !etter understanding of customers, perceptions% companies can determine
the actions re"uired to meet the customers, needs. They can identify their own strengths
and weaknesses% where they stand in comparison to their competitors% chart out path
future progress and improvement. 'ustomer satisfaction measurement helps to promote
an increased focus on customer outcomes and stimulate improvements in the work
practices and processes used within the company.
'ustomer expectations are the customer0defined attri!utes of your product or
service you must meet or exceed to achieve customer satisfaction.
There are many reasons why customer expectations are likely to change over time.
1rocess improvements% advent of new technology% changes in customer,s priorities%
improved "uality of service provided !y competitors are #ust a few examples.
This survey has !een conducted to get an overview of the “A Study on
Consumer Preference for Eveready Battery”. The main purpose of the study is to
know the expectations of those customers who use $veready !atteries and the satisfaction
levels of customers with the services provided !y the $veready 'ompany. The o!#ectives
are predefined and the task is to accomplish them.
The study was confined geographically to Lucknow. The potential respondents are
the consumers% who have use for the $lectronic product. The whole process during the
report is well planned2 the primary data collection is done from the respondents.
The summer training report is divided in to 3 chapters. The first chapter includes the
introduction to the organization% organizational structure. The second chapter includes the
products and services offered !y the company and challenges for the company. The third
chapter includes the o!#ective of the study% importance of the study and scope of the
study. The fourth chapter includes the research methodology. In this report descriptive
4
kind of research is done. The fifth chapter includes the data analysis ) interpretation. The
sixth chapter includes the findings and recommendation. The seventh chapter includes the
conclusions ) limitations% !i!liography ) references and annexure.
5
Acknowledgement
&ometimes words fall short to show gratitude% the same happened with me during
this pro#ect. The immense help and support received from Eveready Pvt. Ltd. Company
overwhelmed me during the pro#ect. I take this opportunity to express my gratitude to all
the people who have guided and helped me directly or indirectly in the course of
completion of my pro#ect.
I feel immense pleasure to express a deep sense of gratitude to my !eloved 6ead
of 7epartment Mr. a!ul Anand S"ng! and Training ) 1lacement In charge #r. $eetu
S"ng! 8Technical $ducation ) esearch Institute 1ost +raduate 'ollege% +hazipur9 who
has given me an opportunity to do my &ummer Training in $veready 1vt. Ltd.'o.
I would like to thanks Eveready Pvt. Ltd. Company for giving me an
opportunity to do my internship in their esteemed organization. My special appreciation
extends to Mr. Am"t S"ng!% Eveready Pvt. Ltd. Company Lucknow for his constant
encouragement throughout this period.
My special thanks to my friends who !eing a part of the same internship%
supported me throughout my internship and with whose help I could complete my work
efficiently and effectively. Their consistent help kept me motivated and going.
PAS&A$' ()MA S*$+&
:
*$',#)C'*,$
• .. Ta!let $cosystem in India ; 'urrent &tate% 1otential and <utlook =ovem!er >%
4?.. @ayanth Aolla ) Bi#ay amanathan
• 4. 1refaceAs a concept% ta!lets have !een around for a while. &o have touch
screens on phones. It did take "uite a while for atrue convergence of hardware%
software% operating systems% usa!ility and an application ecosystem to Cnally
cometogether 8read as i1ad9 which has paved the way for a new generation of
devices in the form of today,s ta!letsD As this nascent market grows at a
!reakneck pace glo!ally% economies of scale have started setting in already. /hile
anum!er of models are availa!le in India from glo!al !rands and not so glo!al
ones there has !een very little !y way ofdifferentiation amidst all these products.
/hile ta!let adoption has largely !een with consumers% uses for this devicein
certain verticals such as education% retail% healthcare% corporates ) aviation
industries prove there is a largepotential for those verticals. /hy do a report on
the Ta!let Market for IndiaE Ta!lets have the potential to grow exponentially if
key players inthe Indian market can play to the right market forces. 6owever%
India is a complex market made more challengingwith a lack of structured%
actiona!le data 8the insights and analysis needed for !usiness leaders9. 6ence this
report./hat to expect from this reportE This report will not only look at glo!al
trends% applications and use cases forta!lets !ut also the current state of Indian
market% challenges and the outlook for the Indian ta!let market. Thisreport will
highlight the potential and opportunity in India which should serve as a strategic
tool for category players.The authors have reached out and interviewed !usiness
heads% product% marketing and sales managers% distri!utorsand retailers of leading
glo!al and local ta!let <$Ms and also some neutral parties such as technology
#ournalists%!loggers and reviewers. The authors wish to thank all the individuals
who provided input for this report./ho is 'onvergence 'atalyst ) how are they
"ualiCedE 'onvergence 'atalyst is a young and nim!le Telecomesearch and
Advisory Crm focusing on the Indian market. 'onvergence 'atalyst 8''9
principals !ring decades ofrelevant Telecom experience in the Indian Telecom
Industry. 6aving !een Technocrats% 1roduct Marketeers% Analystsand Business
'onsultants% they !ring a keen insights into the Indian market dynamics. These
insights will reFect onthis report to help industry players !ase their strategic%
operational decisions on the emerging Ta!let Market.
• 5. 'ontents <verview of +lo!al Ta!lets Market Aey 1layers in The Balue 'hain
1otential Applications and Gse 'ases of Ta!lets for 'onsumers &tatus of 'urrent
Ta!let Market in India 1otential &cenarios That 'ould 7rive Ta!lets Adoption in
India Hactors 'ontri!uting to Ta!let 'onsumer Balue 1roposition in India
'hallenges Hor +rowth of Ta!lets in India Horecasts for Ta!lets &ales in India
&omething to Think A!outI 'onvergence 'atalyst 'redentials 5
• :. Ta!lets have !ecome popular consumer devices with the launch ofApple i1ad
in -. 4?.?% followed !y a num!er of models !y other <$Ms. Timelines of Aey
Ta!lets Launched +lo!ally &amsung Motorola 61 &late Black!erry Apple i1ad
+alaxy Ta! Joom on /e! <& 1lay!ook Apr K.? &ep K.? @an K.. He!K.. AprK..L
M
Although ta!lets as porta!le% !asic connectivity and computing devices have
existed for many years% launch of Apple i1ad heralded a new device segmentL
i1ad launch was followed !y a num!er of ta!let launches such as &amsung +alaxy
Ta! and Motorola Joom on Android% 61,s slate on /e!<& and Black!erry,s
1lay!ook on the -=J platformL Although 61 has recently announced the
cancellation of &late and /e!<& development% the company is rethinking its
strategy : &ourcesN '' $stimates% Industry inputs =ote .N <$M ; <riginal
$"uipment Manufacturer
• M. Ta!let sales are expected to grow over four times in 4?..% with ma#orityof sales
coming from =orth America and $urope regions Total +lo!al Ta!lets &ales !y
Oear 8in Mn9 /orldwide Ta!lets &ales split !y region 84?..9 3? :?P .??P 5QP
.Q 44P 4P 4?.? 4?..$ Total Ta!lets =orth est of the $urope Asia &ales
America /orld L +lo!ally% over .Q million have !een sold in 4?.?% and the
num!er is expected to grow approximately !y 5M?P to 3? million !y the end of
4?.. L 'urrently% ta!lets are !eing sold in developed markets on =orth America
and $urope% while Asia 8especially% 'hina9 is soon catching up L /ith glo!al
8adult9 internet penetration expected to reach over 4.P !y 4?.:% ta!lets will help
drive the internet adoption among the unconnected% especially in the emerging
markets M &ourcesN '' Analysis% Morgan &tanley ; Ta!let 7emand and
7estruction eport ; He! 4?..
• Q. Apple,s i<& leads the market with two0thirds share followed !y Android L
Apple i<& leads the ta!lets operating Ta!lets <perating &ystems Market &hare
system market with two0thirds share 8-5% 4?..9 L Android,s share has increased
from 4.5P in -5% 4?.? to close to 43P in -5% 4?.. L Android is the platform of
choice !y many <$Ms 8outside of Apple9 QQ.QP L As the ta!let adoption
increases in .??P emerging markets% the share of Android is also expected to
increase in the next few 4Q.>P 4.:P ..4P "uarters 4.>PTotal Ta!lets i<&
Android /indows -=J <thers L Among all the Android0!ased ta!let &ales
<$Ms% &amsung leads the market with approximately three million shipments in
-5% 4?.. Q &ourcesN '' Analysis2 &trategy Analytics ; +lo!al Ta!let &hipments%
-5 4?.. ; <ct 4?..2 =omura ; <pen Mo!ile &ummit eport ; @un 4?..
• 3. The apps 8availa!le on each platform,s app store9 play a key role in theta!lets
ecosystem =um!er of Active Applications !y <perating Top 'ategories of Apple
App &tore Apps 8K???9 &ystem App &tore. 8K???% &ep 4?..9Apple App Android
Black!erry /indows +ames Books $ntertainment $ducation Lifestyle &tore
Market App /orld Market 1laceL Apps form a critical part of ta!lets usa!ility
and experience as they continue to provide new feature sets and a whole new
dimension to postpona!ilityL /hile Apple App &tore has over .??A i1ad
optimized apps% the num!er of apps developed for ta!lets on Android 5.x
86oneycom!9 and other platforms are a!ysmally lowL /hile many of the existing
Android smartphone apps do run on ta!lets% the platform &7A,s4 do not
automatically scale the fonts and graphics for the !igger ta!let displays% thus
providing poor user experience 3 &ourcesN '' Analysis2 Industry inputs =ote .N
Includes !oth smartphone and ta!let apps% 4N &7A ; &oftware 7evelopment Ait
• R. Along with we! !rowsing and email% media consumption 8consumers9and
presentations 8enterprise customers9 are the key ta!let applications 1ercentage of
Gsers /ho Gse Ta!lets $nterprise 'ustomers i1ad Gsage for egularly for
'onsuming 'ontent 7ifferent Activities QRP 35P Q>P Q3P Q4P M:P M:P M4P
M4P M.P :QP :MP 5RPL Ta!lets are primarily !eing adopted for consuming
content% with accessing internet and checking emails !eing the predominant
Q
activities !oth !y retail and corporate consumersL /hile retail consumers also use
ta!lets predominantly for multimedia consumption and gaming% enterprise
consumers leverage the porta!ility and the mo!ility of the device for remote
access and client presentationsL Lack of end0user Cle management system and
ergonomic design for prolonged creation of spreadsheets and presentations does
not yet make the ta!let conducive for replacing 1's in enterprises R &ourcesN ''
Analysis2 Alpha/ise2 Morgan &tanley ; Ta!let 7emand and 7estruction eport ;
He! 4?..
• >. Ta!lets can also !e adopted as primary devices in various industry verticals for
diverse uses and applications Barious Ta!let Gse 'ases for 7ifferent Industry
Berticals 6ealthcare $ducation Aviation etailTypical use cases of ta!lets in
Typical use cases of ta!lets Typical use cases of ta!lets Typical use cases of
ta!letsthe 6ealthcare industry includeN in the $ducation industry in the Aviation
industry in the etail industryL $lectronic Medical ecords includeN includeN
includeNL &peech Therapy L 7igitized Text!ooks L Hlight 'harts L 1oint of &ale
TerminalsL 7igital Imaging L Annotate =otes ) L Access to Terminal L
'ustomization Text!ooks Approach ) 1rocedures L &ales AssistantL 1atient
$ducation 'harts L Interactive apps forL &ign out L $0'ommerce education L
AirportSHacility 7irectoryL Billing L 7igital &ignages L =ote Taking L /eather
BrieCng L <nline 'atalogs L &treaming of educational L Altitude 'harts contentL
6ealthcare industry in the /est L Gniversities and &chools L The HAA has
allowed the use L /hile online catalogs will 8especially the G&9 has exploited
adopting Ta!lets in a !ig way of i1ad for electronic Fight aid sales% etailers are
technology for a long time in the G& for a variety of uses charts. Big airlines such
as slowly turning to ta!lets Gnited and Alaskan Airlines to enhance the in0storeL
'ommercial 'onsumer ta!lets are have replaced their Hlight purchase experience
for coming in as cheaper alternatives Manuals with digitzed copies the consumer
and as supplemental devices on the i1ad > &ourcesN '' Analysis
• .?. /hile some industries are still in the pilot mode% education industryacross the
world has gone ahead to adopt ta!lets full time Large &cale Ta!lets 7eployment
Across the /orld ; &hare !y Industry Bertical 8@uly 4?..9 Q:.QP .??P .?P
3.5P .3.RP Total Ta!let Gsage $ducation 1u!lic &ervices 6ealthcare <thers L
/hile many industries are testingSpiloting ta!lets as a potential replacement for
their current devices% education sector across the world has already started
deploying these devices L Barious universities and colleges are providing ta!lets
to faculty and students 8sometimes as loaner devices for the duration of the
course9 for downloading digital text!ooks% podcasts% assignments% etc L Barious
government departments such as Bureau of Land Management% 'ity 'ouncils%
1olice Horce% +eological &urvey 7ept% etc in G& ) GA are using ta!lets for
documentation% instant data!ase access% and as a part of their paper reduction
initiatives .? &ourcesN '' Analysis2 i1ad 1ilots ; A.4 Learning
• ... 'ontents <verview of +lo!al Ta!lets Market Aey 1layers in The Balue 'hain
1otential Applications and Gse 'ases of Ta!lets for 'onsumers &tatus of 'urrent
Ta!let Market in India 1otential &cenarios That 'ould 7rive Ta!lets Adoption in
India Hactors 'ontri!uting to Ta!let 'onsumer Balue 1roposition in India
'hallenges Hor +rowth of Ta!lets in India Ta!let 1ro#ections in India &omething
to Think A!outI 'onvergence 'atalyst 'redentials ..
• .4. The ta!lets supply side value chain includes !oth hardware ) software
providers along with consumer interface such as carriersSretail channel 'hipset )
<ther <perating 7evice 'arriers 'omponent &ystem Integrator MakersS 1roviders
3
1roviders <$Ms etail 'hannelL 'hipset vendors L <perating &ystem 8<&9 L
6ardware and L 7evice makers L 'arriers provide the develop various providers
not only software integrators develop and launch re"uisite 4.M+S5+S processors
used in develop the <& for help ena!le Cnished ta!lets in various :+ connectivity
for ta!lets such as '1G% devices% !ut they also products for <$Ms glo!al markets
ta!lets to !e used +1G% H processor% etc ena!le third party either in partnership
on the go. In some application developers with carriers andSor cases% carriersL
<ther key hardware to develop apps and through retail partner with <$Ms
components such as help grow the channel to launch ta!lets Touchscreen 7isplay%
ecosystem !undled with their Memory% Battery% etc services are provided !y
various L /hile companies such component makers as Apple ) Black!erry L
etail distri!ution develop the <& for channel plays a key their own products% role
in ta!lets sales +oogle ) Microsoft and +o0To0Market partner with ta!let strategy
of <$Ms <$Ms to license <&s .4 &ourceN '' Analysis
• .5. <f all the glo!al ta!let ecosystem players% Apple has managed tointegrate
most elements of the value chain 1layer ole in the Balue 'hain Analysis L Apple
has managed to integrate most elements of the ta!lets value chain and provide
end0to0end value proposition Apple L It is accredited with creating the ta!lets
category% ena!ling the paradigm shift to multi0touch and esta!lishing prices for the
segment L &amsung is a key player in the ecosystem. It provides critical &amsung
hardware components such as displays% memory% etc and also manufactures its
own ta!lets under the su!0!rand (+alaxy* L Leading Android development and
making it accessi!le to all <$Ms and app developers% +oogle has opened up the
ta!let +oogle ecosystem for a myriad of ecosystem players L /ith ac"uisition of
Motorola Mo!ility% +oogle has in0house hardware capa!ilities for potentially
!uilding a device of its own L /ith very few /indows 3 !ased ta!lets launched in
the market and with it,s ta!let0optimized operating system 8/indows R9 yet to !e
commercially released% Microsoft is a late entrant into the Microsoft ta!let
ecosystem 8not counting ta!let 1's9 L 6owever% partnering with over MMP of
Android vendors gaining royalty for Android use% Microsoft is ensuring revenues
from increased use of Android <& 7esign L The design houses and hardware
manufacturers in &henzen 6ouses in 8'hina9 and Taiwan are ena!ling the <$Ms
to ac"uire and 'hina ) market readily availa!le devices% thus driving the low and
mid Taiwan end ta!let penetration in emerging markets .5 &ourcesN '' Analysis
• .:. 'ontents <verview of +lo!al Ta!lets Market Aey 1layers in The Balue 'hain
1otential Applications and Gse 'ases of Ta!lets for 'onsumers &tatus of 'urrent
Ta!let Market in India 1otential &cenarios That 'ould 7rive Ta!lets Adoption in
India Hactors 'ontri!uting to Ta!let 'onsumer Balue 1roposition in India
'hallenges Hor +rowth of Ta!lets in India Horecasts for Ta!lets &ales in India
&omething to Think A!outI 'onvergence 'atalyst 'redentials .:
• .M. Ta!lets offer multiple services and experiences 8which were earlier delivered
on multiple platforms9 on a single device Aey&ervices Music Bideo +aming
Books LB& $mail &ocial =etworking Oellow Browse IM 0 'hat Listen Manage
Biew 7irect eading 1ages 7irections Gse 1lay 'ases &tay in Touch ip Buy
Broadcast +uide 'reate +am!le =avigate Maps'urrent7elivery1latform .M
&ourcesN '' Analysis
• .Q. Intuitive user interface% porta!ility and instant access to digital contentmakes
Ta!let an ideal consumption device Gser $xperienceMultifunctionality
'onnectivity Interaction$!ooks 'onnectivity &ensoryMultimedia 0 4+% 5+% :+
InterfaceAey Hunctions 0 /iHi Accelerometer0 Browse 0 Bluetooth +yrometer0
R
$mail Hlip to turn0 <ffice 1inch to Toom Leading to $xcitement% 7elight
'ontextual Gsage elevance 6ygiene Touch1ush =otiCcations IntuitiveLocation
Aware App $cosystem Long Battery =ew Biz Models 1orta!le App for
everything Instant <= 7eveloper friendly +lo!al each Leading to &atisfaction%
'omfort App .Q &ourcesN '' Analysis $cosystem
• .3. 1rimarily !eing a consumption device% Ta!let will co0exist with !othmo!ile
phones and computers 1rimary 'ommunication 7evice Basic Boice
'ommunications to sophisticated &martphones 6ighly 1orta!le% highly capa!le%
!ut still short on 7isplay sizes 1rimary 'omputingS'reation 7evice Basic creation
to sophisticated computing 6ighly capa!le !ut% primary interface is a key!oard for
creating 1rimary 'onsumption 7evice Basic creation to heavy duty consumption
6ighly porta!le% excellent via media for everyday tasks due to touch interface%
instant on% long !attery life. /ork U $ntertainment for all situations .3 &ourcesN
'' Analysis
• .R. 'ontents <verview of +lo!al Ta!lets Market Aey 1layers in The Balue 'hain
1otential Applications and Gse 'ases of Ta!lets for 'onsumers &tatus of 'urrent
Ta!let Market in India 1otential &cenarios That 'ould 7rive Ta!lets Adoption in
India Hactors 'ontri!uting to Ta!let 'onsumer Balue 1roposition in India
'hallenges Hor +rowth of Ta!lets in India Horecasts for Ta!lets &ales in India
&omething to Think A!outI 'onvergence 'atalyst 'redentials .R
• .>. In India% Ta!lets were introduced in <ct 4?.? with the launch of&amsung Ta!
and <live 1ad Timelines of Aey Ta!lets Launched in India &amsung <live 1ad
Apple Apple +alaxy Ta! i1ad . i1ad 4 eliance 5+ Ta! BT.?? <ctK.? @an K..
MayK.. AugK..L Ta!lets were introduced in the Indian market in <cto!er% 4?.?
with the launch of &amsung +alaxy Ta! 830inch9 and <live 1ad BT.??% !oth
Android0!ased devicesL Although Apple launched i1ad . in India in @anuary
4?..% it could not garner signiCcant sales as i1ad 4 was announced glo!ally
around the same timeL eliance 5+ Ta! is the Crst ta!let launched !y a telecom
carrier 8eliance9% !undled with 5+ services .> &ourcesN '' Analysis2 Industry
Inputs
• 4?. Gntil the launch of Apple,s i1ad 4 in May 4?..% &amsung +alaxy Ta! wasthe
leading ta!let sold in India Indian Ta!lets Market &hare of <$Ms Indian Ta!lets
Market &hare of <$Ms 8<ct,.? to Apr,..9 8May,.. to &ep,..9 .??P .?P .??P
MMP 0 Q?P R4P 4MP 0 5?P .MP 0 4?P QP 4PTotal Ta!let <thers Total Ta!let
<thers. Apple &amsung <live Apple &amsung &ales &ales =ote .N <thers include
<live% eliance% &pice% Beetel% Black!erry% 6T'% Motorola% Acer% etcL Hor the
Crst two "uarters of ta!lets availa!ility in India% &amsung +alaxy Ta! dominated
the marketL /ith the launch of their glo!ally successful i1ad 4 at the end of April%
and with decreased price of i1ad . !y various retail chains% Apple has managed to
lead the market since May 4?..% catering to early adopters in IndiaL As per our
estimates% the ta!lets market has also grown !y Q?P to R?P !etween May and <ct
4?..% 8post the i1ad 4 launch9 as compared to <ct K.? to Apr K.. due to increased
distri!ution and consumer awareness 4? &ourcesN '' $stimates2 Boice ) 7ata2
Industry inputs
• 4.. Apart from leading glo!al !rands such as Apple and &amsung% a num!er of
local Indian !rands have also launched ta!lets in India &amsung +alaxy Ta! ;
Apple i1ad . ) 4 7ell &treak Motorola Joom 3*% R.>*% .?..* Asus $$$ 1ad
'reative TI=I< 3% Black $lemente iBall &lide Transformer .? 3?.% 3?3% 3?R
7evices Announced% Oet to !e Launched 6T' Hlyer Acer Iconia Biewsonic
Biewpad <livepad BT.?? 7atawind G!islate or the +ovt. driven Akash 3*% .?*
>
1rogram Milagrow eliance Ta! 6'L Me J.% A$30 Mercury MTa! Ta!Top A.%
A10.? A. 6uawei &3 Binatone &martTa! &pice MI034? &ony &. &ony &4 Beetel
Magi" M&I /indpad InC!eam 1hi Black!erry 3*% .?* 1lay!ook Lenovo Ideapad
; 5 Hly Bision versions =otionInk Adam 'isco 'ius Amazon Aindle Hire Asus
$$$ 1ad Toshi!a Thrive &lider 4. &ourcesN '' Analysis
• 44. /ith Android !eing the choice of operating system !y most of the <$Ms
outside of Apple in India =um!er of Ta!let Models Launched in India <perating
&ystem /ise &hare of Total Ta!lets &plit !y <perating &ystem 8<ct,..9 &old in
India 8<ct,.? to &ep,..9 5Q 4Q .??P MMP 0 Q?P 5RP 0 :4P : 5 4 . 5P 0
MPTotal Ta!let Android Android Total Ta!let <thers. Android i<& /indows
i<& -=J &ales Launched 4.x 5.x =ote .N <thers include Black!erry -=J and
/indows 3 L <f over 5M ta!lets launched in India so far% ma#ority of them are on
Android operating system L <f all the Android !ased ta!lets% &amsung +alaxy
Ta! is the highest selling device L Although there were only two models of i1ads
launched in India% six different versions of each model 8com!ination of /i0Hi% 5+
and memory size9 offer choice to consumers at different price points and features
L Apple managed to garner signiCcant share with i1ad . ) 4 despite the high
num!er of Android ta!lets availa!ility in India 44 &ourcesN '' $stimates2
Industry Inputs
• 45. <perating &ystems play a key role in delivering the experience for ta!lets
Heatures Apple i<&M Android :.? Microsoft /1 3.M Black!erry -=J Aernel L
<& J L Linux L /indows '$ 3 L -=J =eutrino L +&M% '7MA% 5+% H
'onnectivity L +&M% '7MA% 5+ L +&M% '7MA% 5+ L 5+% :+ :+ Multitasking
L Oes L Oes L Oes L Oes &ocial Media L Hace!ook% Twitter% L Twitter L
Hace!ook% Twitter Integration LinkedIn% /in Live L iTunes ; Music% L /indows
Market L Black!erry App App &tore Bideos% +ames% L Android Market 1lace
/orld Books Browser L &afari L 'hrome !ased L I$ > L Oes Hlash &upport L =o
L Oes L =o L Oes L Icons U /idgets 6ome &creen L Icon 'entric L Icons U
/idgets L Icons 8Live Tiles9 1roductivity L i/ork L +oogle 7ocs L <ffice
Mo!ile L 7ocs To +o Boice ecognition L Oes L Oes L Oes L =o Boice
Assistant L &iri L =o L =o L =o /iHi &yncing L Oes L /ith 5rd party apps L Oes
L Oes. Manual &ync. <ver the Air L Oes L Oes L =o L Oes Gpdates 'loud
&upport L i'loud L +oogle &ync L &ky 7rive L Limited 8after L 7eep
'ustomization L =one L Limited @ail!reaking9 'ustomization /ireless 'loud L
Oes% M+! Hree L =o L =o L =o Backup 45 &ourcesN '' Analysis2 Industry Inputs
• 4:. Too many Android versions have lead to fragmentation 4??M Apr 4??> &ep
4??> He! 4?.? Android 7onut ; ..Q Android Vclair ; 4.. Android 'upcake ; ..M
&upport for multiple accounts ) email Animated /indow Transitions =ew way
to &earch Bookmarks% /e! 6istory% contacts ) /e! from 6ome in a com!ined
In!ox Accelerometer $xchange &upport Improved /e! Browser &creen GniCed
Bideo ) 1hotos in +allery App A!ility to search through &M& ) MM& =ew
Birtual Aey!oard 'amera Gpgrades Integrated Boice &earch &elect Multiple
1hotos for 7eletion &ee what apps are draining !attery Built0in Ado!e Hlash
&upport 6ome &creen /idgets 7igital 'amera Toom Live Holders 'amera &peed
Boodt 8+oogle claims up to 5>P9 &cene modes% /hite Balance 'ontrols 'olor
effects% Macro Hocus Mode Makeover to Birtual Aey!oard for faster typing May
4?.? 7ec 4?.? May 4?.. Android Hroyo ; 4.4 Android +inger!read ; 4.5=ew
6omescreen to conCgure 7esigned for making Android simpler%&hortcuts )
/idgets faster ) easier Android 6oneycom! ; 5.x Built speciCcally for
ta!lets=ew Applications Launcher ) Browser GI placed colorful elements on
.?
!lack <verhaul to the <& with a 57 Kes"ue path towardsImproved &ecurity with
option to set !ackground multitasking% =otiCcations% home screen customization
)1I= or password <n screen key!oard overhauled for widgets &ystem !ar is a
constant Cxture'alendar support to $xchange improving typing accuracy Action
!ar changes depending on which app is !eing'alendars <ne touch selection with
'opy ) 1aste used'amera App added on0screen !uttons Improved 1ower
Management with a!ility $asy to switch !etween appsfor Toom% Fash% white
!alance% geo0 to monitor ) close active apps edesigned onscreen key!oard
Browser% camera% gallery% contacts ) email appstaggings% focus ) exposure
'amera app support for multiple cameras redesigned for !ig screen'amcorder got
L$7 Hlash support <pen Accessory Heature<verall &peed !oost 1erformance
Tweaks to Animation Hramework esize 6ome &creen /idgets 4: &ourcesN ''
$stimates% Industry inputs% httpNSS!log.o4.co.ukShomeS4?..S?MSandroid0versions0
whats0the0difference.html
• 4M. Apart from <&% speciCc hardware features such as external memory%
long!attery life ) G&B support are also key for success of ta!lets in India Aey
Heatures to !e 'onsidered for Launching Ta!lets in India Heature 7escription and
Analysis &igniCcance L $xtenda!le memory support is key for Indian consumers
L Many mass market consumers in India get their $xtenda!le multimedia content
and apps loaded on to the memory Memory &upport card !y the retailers for
consumption on their devices and share the content with others !y exchanging
their memory cards L &ome of the low ) mid tier ta!lets with /i0Hi only
connectivity ena!le users to plug in G&B !ased data modems for 5+ connectivity.
This and the a!ility to connect other peripherals through the G&B port is highly
G&B &upport desired !y the Indian consumers L &ome retailers also position the
G&B port as easy to use drag0and0drop content transfer mechanism. This is
favored !y consumers who do not want to deal with specialized software such as
iTunes for content transfer L Long !attery life is a key hygiene factor for all
devices in India L Mass market consumers in India expect their device Long
Battery Life !attery to last at least one full work day L 'onsumption of
multimedia on porta!le devices is extremely high in India and also% su!0optimal
networks 85+ ) /i0Hi9 tend to drain the device power rapidly $xtremely
Important 6ighly Important Important Less Important InsigniCcant 4M &ourcesN
'' Analysis2 Industry Inputs
• 4Q. <f all the retail channels that are currently selling ta!lets% Large Hormatetail
stores sell the most 'urrent Ta!lets &ales in India &plit !y Type of etail 'hannel
8&ept 4?..9 .??P Q?P 0 QMP .?P 0 .MP .MP 0 4?P MP 0 RP .P 0 4P Total
Ta!lets &ales Large Hormat etail 'oncept &tores IT 'hannel Telecom 0 Telecom
0 Multi <rgnanized 'hannel Brand <utlets L Ta!lets sales in Large Hormat etail
stores such as 'roma ) eliance 7igital is high as they provide wide range of
devices on display% good device as well as retail experience and have well trained
staff L &ome <$Ms are confused whether to position the ta!let as an IT product or
a telecom product. They are distri!uting 30inch versions in the telecom channel
and the .?0inch version in IT channel L Telecom organized channel chains such as
Gnivercell% The Mo!ile &tore% etc who have recently started selling ta!lets are
struggling with sales% as they are una!le to provide the necessary retail experience
or educate the customers L IT 'hannel% which is more adept at solution0selling is
a!le to educate the consumers on the value proposition of ta!lets and are currently
faring !etter than telecom channels for ta!let sales 4Q &ourcesN '' $stimates2
Industry Inputs
..
• 43. The current ta!let !uyers 8early adopters9 in India consider device <&%price%
!rand and the high level features for purchase1urchase 7ecision Making 1rocess
for the 'urrent Ta!let Buyers 8$arly Adopters9 in India Apple i1ad /i0Hi <nly
/i0Hi U 5+ i1ad or <r <ther /i0Hi U 5+ Ta!lets /i0Hi <nly <thers 1urchase one
of the 1urchase one of the /i0Hi <nly i1ads /i0HiU5+ i1ads $valuate key
parameters Aey evaluation criteria for non0i1ad models includeN 81rice% Brand )
Heatures9 L 1rice W Low $nd ; &u! G&7. 4M? W Mid $nd ; Between G&7 4M?
and G&7 M?? W 6igh $nd ; <ver G&7 M?? L Brand ; &amsung% Motorola% Acer%
etc $valuate secondary L Aey product features parameters 81roduct W 7isplay
&ize ; 3* or X3* 6ygiene9 W <perating &ystem ; Android 4.x vs 5.x or other W
$xtenda!le memory support W <n!oard memory size L 6ygiene features such as
long !attery life% G&B 1urchase appropriate support% multiple multimedia formats
support% model type of in!ox accessories% etc 43 &ourcesN '' Analysis2 Industry
Inputs =ote.N . G& 7ollar Y M? Indian upees
• 4R. The devices in India can !e !roadly classiCed into three differentcategories
!ased on their features and price point &egmentation of Ta!lets 'urrently Being
&old in India Based on 1rice &egmentation 1rice ange Aey Heatures L 3 inch%
R?? x :?? px% capacitive display 8some <$Ms use resistive displays for ultra0low
end ta!lets9 L &martphone operating system 8Android 4.x9 Low Tier L Gp to G&7
4M? L 1rocessor ; Typically less than .+6z L Memory ; 4MQMB AM. Internal
memory of R+B or less% with extenda!le memory support L 'onnectivity ;
Typically /i0Hi <nly L 3 inch or higher capacitive display L &martphone
operating system 8Android 4.x9 Mid Tier L 1rocessor ;.+6z L G&7 4M? to G&7
M?? L Memory ; 4MQ or M.4MB AM. Internal memory of R+B or less% with
extenda!le memory support L 'onnectivity ; Typically /i0Hi ) 5+ 8in some
cases9 L Typically over 3 inch% multi0touch capacitive displays L Ta!let optimized
operating systems ; Android 5.x% 6igh Tier Apple i<&% Black!erry -=J% etc L
<ver G&7 M?? L .+6z or higher% multi0core processors L Memory ; M.4MB or
.+B AM. Internal memory of .Q+B or higher L 'onnectivity ; /i0Hi and 5+
4R &ourcesN '' Analysis2 Industry Inputs
• 4>. 7ifferent segments of consumers have different primary uses of ta!letsranging
from porta!ility and remote access to multimedia consumption Barious Indian
'onsumer &egments and Their 1rimary Ta!let Gse 'ases 'onsumer 7eCnition
Aey Ta!let Gse 'ases 7escription &egment L 1orta!ility L 'orporate
professionals use ta!lets L 1rofessionals spend L 'onnectivity on the move
extensively as it provides most of the day in L $0mail ) internet access porta!ility
and the !igger display 'orporate offices 8as compared to smartphones9 is
1rofessionals L 'lient presentations L 'onnectivity is high conducive for
extensive we! priority L $0!ook reader !rowsing% remote e0mail access L /riting
) annotation and reading L Applications L 'onnectivity on the move L
Technology savvy early adopters Tech &avvyS L <wn latest device explore the
latest applications and L $0mail ) internet access +adget 'razy L $arly adopters
games and are always0on the L Multimedia internet while on the move L +aming
L Applications L 6igh end youth and prosumers L Aspirational 'ategory L $0mail
) internet access moderately use ta!lets for various6igh $nd Oouth L May go
!eyond their applications and services L Multimediaand 1rosumers means to own
!etter gadgets L $0!ook reader L Their primary goal is to cater to the L +aming
aspirational value of the device L Multimedia on the go L Mass market consumers
in India L May not !e connected are expected to use the ta!lets Mass Market to
.4
Internet !ut own a L Basic internet and e0mail primarily for multimedia
communication device access consumption 4> &ourcesN '' Analysis
• 5?. 'ontents <verview of +lo!al Ta!lets Market Aey 1layers in The Balue 'hain
1otential Applications and Gse 'ases of Ta!lets for 'onsumers &tatus of 'urrent
Ta!let Market in India 1otential &cenarios That 'ould 7rive Ta!lets Adoption in
India Hactors 'ontri!uting to Ta!let 'onsumer Balue 1roposition in India
'hallenges Hor +rowth of Ta!lets in India Horecasts for Ta!lets &ales in India
&omething to Think A!outI 'onvergence 'atalyst 'redentials 5?
• 5.. Apart from retail% ta!lets targeted at specialized verticals such as education
sector ) enterprise users are also !eing launched in India Aakash 8G!islate9 ;
G&7 5M Ta!let for &tudents 'ius 8'isco9 ; Ta!let for $nterprise 'ustomersL
Aakash is an Android ta!let #ointly developed !y the L 'isco has launched a 3*
Ta!let% 'ius at G&7 3?? London0!ased <$M% 7ata/ind with the Indian Institute
targeted for enterprise customers of Technology and manufactured !y the India0
!ased L 'ius is the Crst ta!let !ased on Intel,s Moorestown company -uad family
of processors and is also compati!le with aL The seven0inch touch screen ta!let
features 4MQ MB docking station AM% uses an AM .. processor with the
Android 4.4 L 'ius is !ased on Android 4.4 and includes various <&% has two
G&B ports and delivers 670"uality video. 'isco,s enterprise communication apps
such as Aakash has access to +et#ar app store instead of W GniCed Box 81hone%
'hat% $mail% 'alendar% and 'ontacts Android Market in a single app9L The device
will !e sold to the +overnment of India at W Tele1resence video conferencing
system and ZM? and will !e distri!uted to the students at a W /e!$x we!0
conferencing app su!sidized price of Z5M L Access to 'isco,s App6- along with
AndroidL The Aakash is designed to support various document% Marketplace will
ena!le companies access secure image% audio ) video formats mo!ile !usiness0
differentiated applicationsL The success will however depend on how well the L
Ta!lets offering higher security and ena!ling device is !uilt and its usa!ility
customized apps are preferred !y enterprises over retail consumer devices 5.
&ourcesN '' Analysis
• 54. $ducational institutes in India are also considering to deploy ta!lets 'ase
&tudyN 1roCle of a &outh Indian $ngineering 'ollege considering ta!lets
deployment1rocess Hlow for 'lassroom =otes 7istri!ution and 'onsumption on
Ta!lets !y &tudents L =um!er of 'ourses <ffered ; 5> L =um!er of &tudents ;
<ver >%??? 'entral &erver L =um!er of Haculty ; <ver .%.?? /i0Hi outer L
'ampus already ena!led with /i0Hi network 7igitized Board 4 L <!#ectiveN N
7igitization of all key study . elements W Text!ooks W 7aily notes distri!uted
through a campus wide : /i0Hi =etwork 5N W Automate class room attendance M
L Authenticate L &tore and L &olutionN disseminate W 7eploy ta!lets to all
students% ena!ling porta!ility digitized and mo!ility content W 7isseminate
digitized text!ooks and daily updates L ead of class notes to the ta!let L
Annotate L 'onsume W 7eploy a location0!ased solution for automated
attendance marking in the classroom &tudents /ith L 'urrently in discussion with
various ta!let Ta!lets <$Ms and solution providersSsystem integrators to source a
complete solution 54
• 55. Telecom carriers% looking for higher data0!ased A1Gs have startedlaunching
ta!lets !undled with their 5+ services eliance Ta! 1roposition and <fferings
Aey 7evice HeaturesN L Android 4.5 <& 8+inger!read9 L 3 inch Multi0touch
&creen 8:R?[R?? pixels9 L > hours of talk time ) 5?? hours of stand!y time L
$xtenda!le memory support L 7ual 'amera 84 M1 0 ear ) B+A 0 Hront 9 L
.5
Hully featured mo!ile phone with HM radio L /i Hi 6otspot U Bluetooth and Live
TB Tariff 1lans 1repaid ) 1ostpaid Hree 7ata GsageSMonth .+B 4+B M+B
Advance Annual ental 8G&79 >? ..? .:? 7evice 'ost ; G&7 4Q? 7iscounted
Monthly ental 8G&79 =A .4 .QL eliance has started offering a mid0tier ta!let
!undled with its 5+ services. It procures the device from TT$L The minimum
cost of ownership for the consumer is G&7 5M? 8device cost U 5+% annual .+B
plan9L As per 'onvergence 'atalyst estimates% eliance has managed to sell .?A
to .4A devices in the Crst .? weeks of its launch 8as of end <ct,..9% with ma#ority
of sales from eliance,s existing enterprise customer !aseL Hor new carriers such
as eliance% who have relatively uncongested 4+ networks and are looking to
attract high A1G su!scri!ers on their 5+ networks% ta!let0!undled 5+ services
are a good option 55 &ourcesN '' Analysis2 Industry Inputs
• 5:. +oing forward% with launch of :+ services in India% carriers couldpotentially
launch their services !undled with LT$ ena!led ta!lets Aey Milestones for LT$
&ervices Launch in India L Invitation to vendors for L Awarding network L
Launch of commercial appraisal on re"uirements contracts services @an K.. Apr
K.. @un K.. &ep K.. 7ec K.. Apr K.4 L Technology evaluation L Test network
setup ) L H1 ) vendor evaluation ) standards deCnition ongoing network
rollout L +oing forward% as the LT$ service are launched in India% 'onvergence
'atalyst expects the carriers to offer LT$ ena!led ta!lets% !undled with services L
The carriers can leverage higher data speeds of LT$ technology to offer !etter
connectivity and optimized user experience to the consumers L Although%
currently the cost of LT$ ena!led ta!lets is high% pan0India LT$ carriers such as
eliance0Infotel can help drive the scale and decrease in devices cost L eliance0
Infotel is reported to !e in discussion with content providers such as /alt 7isney%
$xtramarks $du% etc and ta!let <7Ms from Taiwan to source !oth content and
devices and sell them at su!sidized prices% !undled with T70LT$ services 5:
&ourcesN '' Analysis2 Industry Inputs
• 5M. 'ontents <verview of +lo!al Ta!lets Market Aey 1layers in The Balue 'hain
1otential Applications and Gse 'ases of Ta!lets for 'onsumers &tatus of 'urrent
Ta!let Market in India 1otential &cenarios That 'ould 7rive Ta!lets Adoption in
India Hactors 'ontri!uting to Ta!let 'onsumer Balue 1roposition in India
'hallenges Hor +rowth of Ta!lets in India Horecasts for Ta!lets &ales in India
&omething to Think A!outI 'onvergence 'atalyst 'redentials 5M
• 5Q. A com!ination of Afforda!ility% Gser $xperience% Aspiration and Gtilitywill
make Ta!lets a strong proposition for Indian consumers L Indian consumers are
price0sensitive and the device Afforda!ility price needs to !e in a Ksweet spot, for
faster uptake Gser L The overall user experience of the ta!let 8including the
$xperience device user interface9 is key to hold the users, interest Ta!let Balue
1roposition for Indian 'onsumer L Ta!let,s positioning should have strong
aspirational Aspiration value% so that the consumers upgrade from their existing
devices L &omething for everyone makes ta!let the ultimate All0 Gtility in0<ne
device 5Q &ourcesN '' Analysis
• 53. Most of the product categories in India witness steep uptake only after the
price !ecomes afforda!le to the mass market levels Afforda!ility India
&martphone A&1 Bs &ales Trend 84?.? ; 4?..9 K??? G&7 4%M?? M?? L Hor a
price0sensitive market such as 4%??? :?? India% the cost of ownership 8including
&martphone Average &elling 1rice&martphone &ales 8in Thousands9 device and
service cost9 is a key factor L Hor ta!lets to !e adopted !y the mass .%M?? 5??
market% the pricing of the device has to !e in the (sweet spot* L The smartphones
.:
8ad#acent product .%??? 4?? category to ta!lets9 sales in India have increased
signiCcantly once the average selling price of the device has M?? .?? reached
approximately G&7 4M? ? ? -..? -4.? -5.? -:.? -... -4.. -5..
&martphone &ales Trend &martphone A&1 Trend 53 &ourcesN '' $stimates2
Industry Inputs
• 5R. A com!ination of fast data connectivity% slick user interface and
relevantcontent lend to the overall user experience on the ta!lets Gser $xperience
Hactors Lending to <verall Ta!let Gser $xperience U U Haster 7ata &lick 7evice
elevant 'onnectivity Gser Interface 'ontent L Hor an overall% optimized user
experience on a ta!let% along with the device user interface% availa!ility of fast
data connectivity 85+S:+S/i0Hi9 and access to relevant and compelling content is
necessary L /hile the device user interface is a function of the software 8<& and
GI layer9% hardware features 8such as processor% AM and display9% wireless data
connectivity is provided !y various telecom service providers L Ta!let <$Ms and
carriers should potentially partner with each other along with content developers
and application developers 8for localized content and apps9 to provide compelling
user experience to the consumers 5R &ourcesN '' Analysis
• 5>. Hunctional exposure !reeds familiarity% which leads to aspiration of devices
upgradation among Indian consumers Aspiration Typical Indian 'onsumer,s
+adget 'urrent Installed Base of 1roduct <wnership ) Gpgrade 'ycle 'ategories
Ad#acent to Ta!lets X4? mn \4? mn $xposure /ants =eeds \.4 mnAspires for
More Breeds Hamiliarity <wns Gpgrades 1rogresses to <ther 'ategories Hlat
&creen TBs =ote!ooks &martphones L Typically Indian consumers aspire for their
next device post exposure to functionality on an ad#acent category product L This
aspiration is also driven !y device ownership !y the peer group L Ta!lets could
potentially !e positioned as the Kcool% must0have,% device targeting the existing
laptop and smartphone owners who can supplement their current devices 5>
&ourcesN '' Analysis2 Industry Inputs
• :?. The ta!lets, a!ility to !e Ksomething for every!ody, needs to !eoptimally
exploited !y the players for Indian market Gltimate 'onvergence Gtility
'omputing L Gnderstanding the key utility and applications of a device is
important for consumers L Multiple use cases such as !ook reading% internet
access% gaming% 'onsumption email% music ) video consumption% video chat% etc
for which different segments of consumers use different devices can !e performed
!y ta!let L The industry players can potentially position the ta!let as the ultimate
'ommunication convergence device which caters to the users, various computing%
consumption and communication needs :? &ourcesN '' Analysis2 Industry Inputs
• :.. /hile utility of ta!lets is extremely important to the tech savvy segment%the
high end youth and prosumers aspire the most Aey Ta!lets Balue 1roposition
Hactors elevance for Barious 'onsumer &egments 'onsumer Gser 7eCnition
Afforda!ility Aspiration Gtility &egment $xperience L 1rofessionals who spend
'orporate most of the day in office 1rofessionals L 'onnectivity is high priority
Tech &avvyS L <wn latest device +adget 'razy L $arly adopters L Aspirational
'ategory6igh $nd Oouth L May go !eyond theirand 1rosumers means to own
!etter gadgets L May not !e connected to Mass Market Internet !ut own a
communication device $xtremely Important 6ighly Important Important Less
Important InsigniCcant :. &ourcesN '' Analysis
• :4. 'ontents <verview of +lo!al Ta!lets Market Aey 1layers in The Balue 'hain
1otential Applications and Gse 'ases of Ta!lets for 'onsumers &tatus of 'urrent
Ta!let Market in India 1otential &cenarios That 'ould 7rive Ta!lets Adoption in
.M
India Hactors 'ontri!uting to Ta!let 'onsumer Balue 1roposition in India
'hallenges Hor +rowth of Ta!lets in India Horecasts for Ta!lets &ales in India
&omething to Think A!outI 'onvergence 'atalyst 'redentials :4
• :5. Indian consumers do not yet understand the core value proposition ofta!lets
Television Mo!ile 1hone 1ersonal 'omputer Ta!letL /hile the average Indian
consumer clearly understands the core value proposition of a Television% Mo!ile
1hone and a 1' and is comforta!le using them% lack of consumer education and
esta!lished core value proposition for a ta!let is a ma#or challenge in India
currentlyL Many Indian consumers% even in ur!an areas% are una!le to understand
the need to own a third personal device 8apart from their smartphone and laptop9
and #ustify the purchase of a ta!let% especially since the price of desired models
such as Apple i1ad and &amsung +alaxy Ta! are "uite highL The industry players
need to educate the customer and the channel through !oth ATL. and BTL4
communication channels to overcome this challenge :5 &ourcesN '' Analysis
=ote .N ATL ; A!ove The Line2 4N BTL ; Below The Line
• ::. Lack of u!i"uitous 5+ network coverage and faster data speeds will failto
provide optimum user experience on ta!lets Boice and 7ata 'apacity for 4+ &ite
8$rlangs9 Boice and 7ata 'apacity for 5+ &ite 8$rlangs9 . 4 5 . 4 5 . Total &ite
'apacityN :? $r . Total &ite 'apacityN .?M $r 4 Boice Gsage for ..?? &u!scri!ers
] ?.?5M 4 Boice Gsage for ..?? &u!scri!ers ] ?.?M> $r $r per su! per su!
8assuming higher usage for 5+ su!9 5 Total 'apacity Availa!le for 7ata Gsage 5
Total 'apacity Availa!le for 7ata GsageL The 5+ network coverage in India is
still patchy and not u!i"uitousL Most of the 5+ networks in India 8especially
those of incum!ent carriers9 are not yet optimized for data. In some cases% the cell
sites are conCgured for a maximum of ?.M M!ps data rates% which are insufficient
to provide optimum experience on ta!letsL Although Aircel has deployed a!out
M?%??? /i0Hi hot spots in areas with high% concentrated foot falls such as malls
and theaters in different cities% the usage and data traffic through these hot spots is
signiCcantly low :: &ourcesN '' $stimates% Industry inputs
• :M. 1revalent piracy% low digital content sales and lack of alternate payment
models are other challenges for uptake of Ta!lets in India Barious Modes of
Mo!ile Music <nline Music &ales in India Total =o. of Active 'redit 'ard
Access for Indian Oouth 8G&7 K???9 Gsers in India 8mn9 >.P :? 4M? Q>P 4?? 5?
.M? 4? 44? .?? 4> .? 44 .R M? ^MP :? ? ? &haring /ith 7wnld Hrom 1aid
7wnld 4??3 4?.? 4??Q 4??R 4?.? Hriends 1irated &ites Hrom 'arrierL Ma#ority
of Indian consumers 8including L The increased num!er of defaults and the youth9
do not pay for multimedia L $asy availa!ility of free% pirated content clean0up of
credit cards portfolio !y the content that they consume on their and high price of
songs availa!le from !anks has decreased the 8already low9 mo!ile devices 7M
channels num!er of credit cards !etween 4??R toL &uch !ehavior of Indian
consumers is L In India there is approximately . legal 4?.? discouraging for
ecosystem players download for every M? illegal L This is a hindrance for
purchase of apps trying to monetize multimedia content downloads from ta!let
platform various app stores on ta!lets :M &ourceN =okia Mo!ile Music Oouth
&urvey ; <ct 4?..2 I0'u!e 4??> ) 4?.? eport2 HI''I Hrames ; 1/' eport2
BI
• :Q. 'ontents <verview of +lo!al Ta!lets Market Aey 1layers in The Balue 'hain
1otential Applications and Gse 'ases of Ta!lets for 'onsumers &tatus of 'urrent
Ta!let Market in India 1otential &cenarios That 'ould 7rive Ta!lets Adoption in
India Hactors 'ontri!uting to Ta!let 'onsumer Balue 1roposition in India
.Q
'hallenges Hor +rowth of Ta!lets in India Horecasts for Ta!lets &ales in India
&omething to Think A!outI 'onvergence 'atalyst 'redentials :Q
• :3. The ta!lets adoption in India has !een pro#ected !asis the installed !aseand
growth of different mo!ile phones and other ecosystem ena!lers Total Gni"ue
'lassiCcation &plit of $ach +rowth of Mo!ile 1otential $cosystem Mo!ile 7evice
of Mo!ile Type !y A&1 1hones 84?.40.:9 $na!lers 7riving <wners 7evices
&egment !y Type ) A&1 Ta!lets Adoption 1hones 8H19 Adoption !y Total
Installed Base of Gni"ue Mo!ile 7evice Gsers 84?..9 Heature 6igh A&1 6igh
A&1 Industry Berticals Medium Medium 'arrier A&1 A&1 Bundling
&martphones 8&19 Adoption !y Low A&1 Low A&1 Gnconnected &egment Total
Ta!let &ales !y Oear for Bullish Base 'ase Bearish 7ifferent &cenarios
AssumptionsN L All the Ta!let owners will !e existing owners of mo!ile phones
for the forecast period. Ta!lets will coexist with mo!ile phones andSor computers
L 6igh and Medium A&1 smartphone owners will have greater share of 8high and
mid A&19 ta!lets and also will !e the early adopters% followed !y high A&1
feature phone users% who are expected to primarily !uy mid and low end ta!lets L
All the current and future computer 81'SLaptopS=et!ook9 owners will also own
mo!ile phones 8smartphone or feature phone9 :3 &ourcesN '' Analysis% Industry
inputs =oteN A&1 ; Average &elling 1rice 0 Input 0 <utput
• :R. Ta!lets could potentially reach the sales of over M.M million in 4?.: Horecasts
for Ta!lets &ales in India !y Oear 84?.. ; 4?.:% in Thousands9 L +lo!ally% ta!lets
are following the adoption K??? path of smartphones% and not of net!ooks.
/eQ%??? !elieve it will !e a similar case in India as well M%M53 L In 4?.4%
ma#ority of the sales are expected to come from the retail channels% and the
consumers 8especially% mid0tier segment9 will:%??? choose to purchase either a
smartphone or a ta!let !ut not !oth 8at least within Q to > months of purchase of
the former9 4%53M 4%4MQ L &igniCcant adoption !y verticals such as4%???
education% retail% aviation% etc and also the .%M?3 >4: unconnected segment is
not expected !efore 333 4?.5. By then we expect ecosystem to !e 53R :MR
4.: 5.4 ready with mo!ile networks coverage% digitized ? 4?..$ 4?.4$
4?.5$ 4?.:$ content% communicating the value proposition% Bullish Base 'ase
Bearish etc Heature 1hone &martphone Ta!let L 6igh A&1 0 Z.:? to Z.R? L 6igh
A&1 0 X Z:?? L 6igh A&1 0 X ZM?? L Mid A&1 0 ZR? to Z.:? L Mid A&1 0 Z4??
to Z:?? L Mid A&1 0 Z4M? to ZM?? L Low A&1 0 Z:? to ZR? L Low A&1 0 ^Z4??
L Low A&1 0 ^ZM?? :R &ourcesN '' $stimates and Analysis
• :>. 'ontents <verview of +lo!al Ta!lets Market Aey 1layers in The Balue 'hain
1otential Applications and Gse 'ases of Ta!lets for 'onsumers &tatus of 'urrent
Ta!let Market in India 1otential &cenarios That 'ould 7rive Ta!lets Adoption in
India Hactors 'ontri!uting to Ta!let 'onsumer Balue 1roposition in India
'hallenges Hor +rowth of Ta!lets in India Horecasts for Ta!lets &ales in India
&omething to Think A!outI 'onvergence 'atalyst 'redentials :>
• M?. <pportunities for Ta!let ecosystem in India to explode 8.S49 There exist a
num!er of potential drivers on the demand sideI 1arameter Aey &tatistic
L =um!er of active internet users in India L \>3 Million L =um!er of existing 1'
users in India L <ver M4 Million L Between .M to .R L =um!er of active 5+
su!scri!ers in India Million L =um!er of TB 6ouseholds in India L \ .:. Million
L =um!er of uni"ue mo!ile device owners in India L <ver M:? Million L =um!er
of uni"ue smartphone users in India L <ver 4? Million L =um!er of IT and IT$&
workforce in India L \ 4.5 Million L =um!er of Hace!ook users in India L \ 5Q
.3
Million M? &ourcesN '' Analysis2 Industry Inputs% =A&&'<M% TAM India%
IAMAI% MAIT
• M.. <pportunities for Ta!let ecosystem in India to explode 84S49 Iand% on the
supply side 1arameter Aey &tatistic L There is an App for everything L =A
L Touch ; The new paradigm L =A L Indian government,s am!ition for the
education sector L G&7 5M Ta!let L =um!er of glo!al ta!let sales in 4?.4
8pro#ected9 L <ver ..? Million L 'hina and Taiwan !ased <7Ms driving
economies of scale L =AIt is up to the ecosystem players to navigate through a
highly fragmented retailuniverse% diverse consumer segments% uni"ue consumer
expectations ) complexmarket dynamics and capitalize on the opportunity called
I=7IAD M. &ourcesN '' $stimates and Analysis
• M4. 'ontents <verview of +lo!al Ta!lets Market Aey 1layers in The Balue 'hain
1otential Applications and Gse 'ases of Ta!lets for 'onsumers &tatus of 'urrent
Ta!let Market in India 1otential &cenarios That 'ould 7rive Ta!lets Adoption in
India Hactors 'ontri!uting to Ta!let 'onsumer Balue 1roposition in India
'hallenges Hor +rowth of Ta!lets in India Horecasts for Ta!lets &ales in India
&omething to Think A!outI 'onvergence 'atalyst 'redentials M4
• M5. 'onvergence 'atalyst !rings vast telecom industry ) consultancyexperience
to offer research and consulting services in the TMT domain Telecom Industry
and Management 'onsulting $xperience of Aey 'onvergence 'atalyst 'ore Team
Mem!ers7omain $xperience 'ompanies /orked Hor Aey Hunctional oles 6eld
L 6ead% 1roduct Marketing 0 Motorola L 6ead% 1roduct Management ; MT&
Telecom Industry L &enior Manager ; Tata Teleservices L 1roduct Manager ;
=okia L Test Lead% H ; -ualcomm L =etwork 1lanning ) <ptimization ; ITI
Management L &enior Management 'onsultant ; 'onsulting Analysys Mason
Telecom Media Technology M5
• M:. 'onvergence 'atalyst services include market analysis% product offerings
consultancy% investment advisory and custom research 1roduct <fferings
Investment Market Analysis 'ustom esearch 'onsulting AdvisoryLeverage deep
Leverage extensive Gnderstanding of '' leverages its vastunderstanding of
experience in end0to0end industry ) key players contacts !ase in thetechnology%
regulation% mo!ile devices dynamics and investors TMT domain to
gatheroperations and development and launch mindset provides a key inputs on
speciCceconomics of TMT value with !oth enterprise and uni"ue advantage to ''
industry andSorchain to come up with retail customers to offer to offer !oth due
company developments%reports and analyst operations consulting to diligence
services and and offers customnotes on the latest various Indian and glo!al
investor pitch0!ook research reports% factindustry developments product
companies development packs% etc !ased on in0 depth analysis and valua!le
insightsHocus Areas Hocus Areas Hocus Areas Hocus Areas L Market sizing L
1roduct portfolio ) L 7ue diligence L Market assessmentL <pportunity roadmap
development L Investor pitch0!ook L Horecasting analysis assessment L Technical
marketing development L Aey partnerL Aey player strategies L Business case
development identiCcation ) oI estimation L 'ompetitive L 1ricing )
positioning intelligence strategies L 1lacement plan L Marketing plan M: L
'ompetitive analysis
• MM. A!out The Author ; Bi#ay amanathan Bi#ay amanathan !rings over two
decades of international industry experience with over .M years in the telecom
industry. 6is expertise lies in 1roduct Management ) Marketing 0 from &trategy
to 1ositioning ) $xecution. 6e !rings a keen insight on key Market Trends that
.R
can !e converted into actiona!le plans. Armed with Crsthand knowledge of the
India Telecom market ) the Indian consumer% he has a deep understanding of the
hygiene ) re"uirements needed to succeed in the market% having launched
upwards of M? handsets from the very low tier to the high tier segments. 6e
witnessed ) participated Crsthand in the explosive hockeystick growth in the
Indian Telecom market for the last .? years and has developed a well rounded
knowledge of the dynamics in the <perator% 6andset% Infrastructure% egulatory%
etail ) 7istri!ution areas in the India Telecom market 0 keeping a keen eye on
advancements in the /irelessSInternetS+adgetS BA&Sgeneral technology areas
glo!ally. Most recently% he headed 6andset Marketing for MT&% a '7MA
operator in India. 1rior to that% he was 6ead% 1roduct Marketing at Motorola
Mo!ile 7evices !etween 4??50?R% responsi!le for all handset product launches )
in reaching =o.4 in India. 6e has also held Business ) 1roduct positions in
Telecom &oftware% 'ellular Infrastructure ) Auto =avigation industries in G&A
and India. MM
• MQ. A!out The Author ; @ayanth Aolla @ayanth has close to ten years of
experience in the Indian telecom industry% having worked as a technocrat 8core )
access9% product manager% marketer and strategy consultant. 6e has experience
working with telecom carriers% leading mo!ile device manufacturers and
management consulting Crms. As a technocrat% @ayanth was involved in rolling
out the Crst rural wireless telephone network in India for a private carrier%
implementation of &06L and testing of '7MA mo!ile devices. 6e has worked
in multiple capacities in technical marketing% program management% new product
development ) product marketing launching a num!er of +&M ) '7MA mo!ile
devices in India% !oth through carrier and retail channels across the portfolio. 6e
has also led the K<pen Market 6andsets, initiative for Tata Teleservices in 4?.?.
@ayanth has a strong understanding of various consumer segments% distri!ution
channels% ATL ) BTL marketing elements ) product positioning strategies !oth
in B4B ) B4' channels in the Indian telecom market . As a management
consultant% @ayanth has worked extensively in research ) analysis% market entry%
!usiness growth strategy ) investment advisory across various players in the
telecom value chain including technology ) chipset companies% infrastructure
vendors% device <$Ms% carriers% BA& companies ) 1$sSB's /orked with
'ompaniesN Tata Teleservices% Ayocera% Motorola% =okia and Analysys Mason MQ
• M3. Thank Oou'ontact Gs N Bi#ay amanathan% vi#ayr]convergencecatalyst.com
@ayanth Aolla% #ayanthk]convergencecatalyst.com
www.convergencecatalyst.com TwitterN '_'atalyst

.>
,-.ect"ves of t!e study
The main purpose of the study is to know the growth level of water purifier industries in
India. In the present competitive environment it is very crucial to every !usiness firm to
ensure satisfaction to its customers and made growth in !usiness. According to one
survey it was found that it costs five times more to attract a new customer than to retain
an existing customer. &o with all these parameters taking into consideration one can say
that it is very important to provide goods and services that satisfy customers needs or
wants irrespective of the industry or scale of the !usiness in which a firm is operating.
4?
6ere the main purpose of the report is to know the various factors #ust like
promotional activities% pricing strategy% easy to access and also )7 that are very
important in satisfying the customer,s needs and to know how companies are ensuring its
growth. The expectations of customers are vary from one customer to the other customer.
Hor example some customers are only concerned a!out the advance technology that they
are getting in a purifier !ut at the same time there are some other customers who are very
specific a!out the after sales services and some other parameters. It is very difficult to any
!usiness firm to satisfy all the expectations of all customers !ut there are some common
factors that are essential to fulfill.
The following are the o!#ectives of the report
 To study the promotional strategy ) effect on water purifier industries in India.
 To find the extent of !rand loyalty of consumers that exists among different water
purifier industries in India.
 To identify how the !rand !uilding helps in meeting the customers, expectations
to meet their satisfaction and investment o!#ectives.
 To study the influence of various aspects on !uying !ehavior. These factors areN0
/ price 0 advance system to purify / Brand name ) service ) others features.
 To study the government plans and policy related to water purifier industries in
India
 &tudy the different co. availa!ility in India ) its annual growth.
4.
*mportance of t!e study
The importance of a pro#ect report is following.
 The study will help to know that what additional features ) what facilities should
!e increase.
 The importance of pro#ect study is that it is helpful to make future policy of the
company.
44
 To find out the consumer preference of $veready
 To find out the satisfaction levels towards service provide !y $veready.
 To find out the ma#or competitor of $veready.
 To study the market analysis of $veready
 To study the distri!ution channel of $veready
Scope of t!e study
esearcher has !een conducted in the Lucknow 'ity2 it helps in accelerating demand of
the !atteries in the market. The study will also help to know the market share and will
also help the creating ) providing high "uality service in !atteries operators which
increase the !rand loyalty !atteries operators to words idea.
45
The study will also help in improving marketing sales promotion and new strategy of the
company.

esearc! Met!odology
esearch is a common language refers to a search of knowledge. esearch is scientific )
systematic search for pertinent information on a specific topic% infect research is an art of
scientific investigation. esearch Methodology is a scientific way to solve research
pro!lem. It may !e understood as a science of studying how research is don,t
4:
scientifically. In it we study various steps that are generally adopted !y researchers in
studying their research pro!lem. It is necessary for researchers to know not only know
research method techni"ues !ut also technology. The scope of esearch Methodology is
wider than that of research methods.
The research pro!lem consists of series of closely related activities. At times% the first step
determines the native of the last step to !e undertaken. /hy a research has !een defined%
what data has !een collected and what a particular methods have !een adopted and a host
of similar other "uestions are usually answered when we talk of research methodology
concerning a research pro!lem or study. The pro#ect is a study where focus is on the
following pointsN
esearc! #es"gn1/
A research design is defined% as the specification of methods and procedures for ac"uiring
the Information needed. It is a plant or organizing framework for doing the study and
collecting the data. 7esigning a research plan re"uires decisions all the data sources%
research approaches% esearch instruments% sampling plan and contact methods. '!e
study was descr"pt"ve k"nd of researc!.
esearch design is mainly of following typesN
.. $xploratory research.
4. 7escriptive studies
5. 'ausal studiesS$xperimental studies
2. E3ploratory researc!1/
4M
The ma#or purposes of exploratory studies are the identification of pro!lems% the more
precise Hormulation of pro!lems and the formulations of new alternative courses of
action. The design of exploratory studies is characterized !y a great amount of flexi!ility
and ad0hoc veracity.
4. #escr"pt"ve researc!1/
7escriptive research in contrast to exploratory research is marked !y the prior
formulation of specific research -uestions. The investigator already knows a su!stantial
amount a!out the research pro!lem. 1erhaps as a esult of an exploratory study% !efore
the pro#ect is initiated. 7escriptive research is also characterized !y a 1replanned and
structured design.
5. Causal stud"es6E3per"mental stud"es
A casual design investigates the cause and effect relationships !etween two or more
varia!les. The hypothesis is tested and the experiment is done. There are following types
of casual designs
a. After only with control design
!. Before after with control design
c. Before after without control design
d. 'onsumer panel design
e. $x0post facto design
esearch 7esign has !een classified into four su!sections they areN
.. &ample selection and size2
4. &ampling procedure2
5. 7ata collection2 and
4Q
:. Analytical tools
Sample Select"on and s"7e
The first step of research is sample selection% for which the respondents were consumers
in Baranasi city. The total consumers covered were .4?. The same "uestionnaires were
distri!uted% !ut only .?? fully0completed "uestionnaires were received. esults are !ased
on the response of these .?? respondents% and in this R? respondent chosen $veready
!atteries.
Sampl"ng Procedure
There are !asically two methods of samplingN0
Pro-a-"l"ty sampl"ng
It is also known as random sampling. Gnder this sampling design every item of the
universe has an e"ual chance of inclusion in the sample. It is% so to say% a lottery method
in which individual units are picked from the whole group not deli!erately !ut !y some
mechanical process. 6ere it !lind chance alone that determines whether one item or the
other is selected. The results o!tained from pro!a!ility sampling can !e assured in terms
of pro!a!ility.
$on Pro-a-"l"ty sampl"ng
=on 1ro!a!ility sampling is that sampling procedure which does not afford any !asis for
estimating the pro!a!ility that each item in the population has !een included in the
sample. In this type of sampling% items for the sample selected deli!erately !y the
researcher2 his choice concerning the items remains supreme.
43
8or t!e study t!e consumers are selected -y t!e conven"ence sampl"ng
met!od. The selection of units from the population !ased on their easy availa!ility and
accessi!ility to the researcher is known as convenience sampling
#ata Collect"on met!od
#ata Collect"on Met!od
Pr"mary Secondary
7irect personal Interview
Indirect personal Interview +ovt. pu!lication
Information from correspondents eport 'ommittees
Mailed "uestionnaire ) 'ommissions 1rivate 1u!lication
-uestion filled !y enumerators esearch Institute
The task data collection !egins after research pro!lem has !een defined. There are two
methods for data collection.
Pr"mary data
1rimary data may !e descri!ed as those data that have !een o!served and recorded !y the
researcher for the first time to their knowledge.
Secondary data
&econdary data are those data which have !een already collected and analyzed !y some
earlier agency for its own use2 and later the same data are used !y a different agency.
4R
1u!lished &ources Gnpu!lished &ources
Hor the present study% the survey method was used for collecting primary data. A
structured "uestionnaire was used for the purpose. The "uestionnaire included multiple
choice "uestions. The main source of secondary data has !een the leafy #ournal of
'onsumer Behavior% and Indian #ournal of Marketing. The study employs primary data
collected !y communicating with the respondents with the help of structured
"uestionnaire. The study mainly deals with the !ehavior of individual towards 'onsumer
1reference for $veready Batteries in Lucknow.
Analyt"cal #ata
The data thus collected% was ta!ulated% interpreted and analyzed with a view to make the
study meaningful. In the present study% hypothesis testing% percentage% fre"uency and
cross ta!ulation methods have !een used for analysis.
-.. Do you use batteries?
8a9 Oes 8!9 =o
'a-le/ 2
4>
1articular =o of respondent 1ercentage
Oes .?? .??
=o ? ?
Total .?? .??
C!art/ 2
Analys"s
It is found that 100 % customers use batteries.
*nterpretat"on
Hrom the a!ove analysis the researcher came to know that all of t!e persons use
batteries.
5?
8"nd"ngs
5.
ecommendations
 All models should !e displayed in retail outlets 8Merchandising9 and also
!rochures should !e made availa!le for customers% helps in providing valua!le
information.
 &ales person at the outlet counters should have proper knowledge a!out the
product to take advantage of its strengths over other water purifiers.
 To restore and enhance market share further% Brand extensions should !e made
fre"uently.
 Technological ) other aspects should !e re considered and re0christened.
 Battery 8'onsuma!le9 prices of 1ure0it are high when compare to other !rands and
hence try to maintain the prices at par with competitors.
 Improve the +erm Aill Ait 8+AA9 capacity% as most customers may not call the
executive for purchase of !atteries.
 More kiosks to !e arranged in ma#or centers of city% to demonstrate and educate
the customers.
54
 Most of the customers were complaining of delay in delivery of !atteries and
hence company has to rectify and address it carefully.
Conclus"ons
 etail outlets which ever stock water purifiers% almost all the stores place storage
type of water purifiers% and "uarter of them does store &torage ) Inline water
purifiers together. But none of the outlets have stored Inline water purifiers alone.
 All the outlets have stocked 1ure0It !rand water purifiers !oth in &torage and
Inline segment% and Bis0`0vis other !rands were seen only in half of the stores.
 Almost 5S:th of retail outlets were selling storage water purifiers worth of s.
.?%??? to 5?%??? per month averagely and on the other hand only .S5rd of the
retail outlets were contri!uting to the sale to s. .?%??? per month
 Approximately 4S5rd of water purifier retailers stocked 1ure0It !rand and 1ure0It
!rand has a market share of Q:P ) i.e. 4S5rd of the total water purifiers sale in ‟
/arangal ur!an market.
 4S5rd of the stores li"uidate 1ure0It water purifiers stock within : days from date
of purchase. i.e.% the shelf occupancy time of 1ure0It water purifier is only : days.
55
L"m"tat"ons of t!e esearc!
The research is confined to a certain parts of Lucknow and does not necessarily shows a
pattern applica!le to all of 'ountry.
.. &ome respondents were reluctant to divulge personal information which can affect
the validity of all responses.
4. In a rapidly changing industry% analysis on one day or in one segment can change
very "uickly. The environmental changes are vital to !e considered in order to
assimilate the findings.
5. &ometime the customer did not give right information a!out himself.
:. &ometime the gap of communication was come in !etween the interaction.
M. The study is confined to the existing customers of $veready only.
5:
B"-l"ograp!y
Books6Maga7"nes eferred1/
 (otler% P!"l"p 9 Armstrong% +raw/ “Pr"nc"ple of Market"ng”%
1earson $ducation% =ew 7elhi 4??3. 1u!lisher0 7orling
Aindersley 8India9 1vt. Ltd.
 (otler% P!"l"p/ (Market"ng Management”1 Analys"s% plann"ng%
*mplementat"ons 9 control% 1earson $ducation% =ew 7elhi
4??5% ..
t h
$d"t"on.
 (ot!ar" C. . 0 “esearc! Met!odology” 4
nd
revised edition
4??: pu!lished !y =ew Age International Ltd.
 Ber"/ (Market"ng esearc!” :'ata Mc +raw/&"ll;% .>>5 4
nd
$dition.
 “Market"ng Strategy and Management”/ Mr. M"c!ael <.
Baker.
5M
 +upta CB/“An *ntroduct"on to Stat"st"cal Met!od 8Bikas9”%
.>>M% >
t h
$dition.
 Eveready *n/!ouse $ewsletters.
B)S*$ESS MA+A=*$E 9 $E>S PAPE1
 The Times of India
 The $conomic Ti mes
 :1s% 1itch% Business ) $conomy
 Business /ord) Business &tandard
 Business Today
 Business
*nternet1
 www.google.com
 httpNSSwww.pureitwater.com
 httpNSSwww.hul.co.in
 httpNSSwww.who.intS"uantifying_ehimpactsSpu!licationsSsaferwaterSenSindex.html
5Q
 httpNSSwww.waterfilterretailer.comSvortex0plusSvortex0articles.htm
 httpNSSwe!.mit.eduSwatsanS7ocsS&tudentP4?ThesesS+lo!alSThesisP4?HI=AL
P4?Mehul P4?@ainP4?.405.0?>.pdf
 httpNSSwaterpurifiers.inSthe0water0purifier0market0in0india0today.html
 httpNSSwww.pdfdocspace.comSdocsSM3:34Spr0log000india0water0purifier0market0
forecast0 und0opportunities04?.:pdf.html
53

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