iWorld
Mobile services market revenue in India to reach $37 billion by 2017
NEW DELHI: Even as the Telecom Regulatory Authority of India (TRAI) says India has nearly 850 million mobile subscribers, the total mobile services market revenue in India is $29.8 billion and will reach $37 billion by 2017.
According to International Data Corporation (IDC), this will mean a compounded annual growth rate of 5.2 per cent.
Mobile broadband market in 2014 will continue to have strong growth in India as compared to other mobile services market.
According to a report on the IDC website, “Mobile services market in Asia/Pacific excluding Japan (APeJ) region is considered as a very dynamic market compared to other emerging and mature markets. Many mobile operators have been struggling for quite some time to maintain growth in revenue, especially on voice services.”
From 2012 to 2017, IDC projects that the growth rate for voice services revenue in APeJ will slow down and achieve a compound annual growth rate (CAGR) of 2.5 per cent. However, data connectivity or mobile broadband revenue will grow at a CAGR of 19.3 per cent from 2012 to 2017.
IDC said mobile broadband market size will be $7 billion by 2017 with a CAGR of 32 per cent. The 3G subscribers will hold the highest five-year CAGR of 68 per cent compared to other mobile technology. This is mainly due to more 3G services coverage across the country, especially in the big cities.
Among mobile services, only mobile broadband services show strong growth, meanwhile SMS and MMS are on a decline trend. Voice services tend to have a flat growth rate.
IDC attributes the growth of data revenue in APeJ to three key areas: Smartphones penetration with affordable prices; Rollout of 3G and LTE licenses and mobile user behavior towards ‘Over-The-Top-Players’ (OTTP) services.
“For India, mobile broadband market in 2014 will continue to have strong growth compared to other mobile services market. This service is expected to reach US$7 billion by 2017 with a CAGR of 32 per cent. 3G subs will hold the highest five-year CAGR of 68 per cent compared to other mobile technology. This is mainly due to more 3G services coverage across the country, especially in the big cities. With this trend, operators should focus more on their mobile broadband strategy,” says IDC Asia/Pacific Telecommunication Group senior research manager Ashadi Cahyadi.
According to IDC’s Asia/Pacific Semiannual Telecom Services Tracker 1H2013, the total mobile services market revenue in India will reach US$29.8 billion by 2014 and is expected to reach US$37 billion in 2017 with a CAGR of 5.2 per cent.
iWorld
Uber spotlights Rs 25 bike rides with music led IPL campaign
Uber uses 15 second music films with Divine and Roll Rida to push Rs 25 rides
MUMBAI: In a season where ads usually swing for sixes with celebrity spectacle, Uber has chosen to play a clever single sharp, fast, and straight to the point. Uber has rolled out a distinctly stripped-down IPL campaign, putting its product Uber Bike rides starting at Rs 25 for up to 3 km front and centre, rather than leaning on big-budget storytelling. The campaign features hip-hop artist Divine in Mumbai and Roll Rida in southern markets, using music as the primary vehicle for recall.
IPL advertising has long been dominated by high-production narratives packed with cricketers and film stars. Uber’s approach flips that playbook. Instead of elaborate storytelling, the brand opts for 15-second music-led films quick, rhythmic bursts designed to mirror the pace of urban mobility itself.
The message is deliberately simple, affordable, fast rides that cut through city traffic. No layered plots, no extended build-up just a functional promise delivered with cultural flair.
In the Mumbai-led film, Divine zips through traffic on an Uber Bike, turning the Rs 25 price point into a hook with his signature wordplay around “pachisi”. The campaign cleverly reframes affordability as a moment of delight, the kind that leaves commuters with a “32-teeth smile” after beating traffic at minimal cost.
Meanwhile, Roll Rida’s version leans into southern sensibilities, blending Telugu and Tamil influences with high-energy visuals. Set to the beat of tape drums, the film celebrates how low-cost rides can unlock a more connected and vibrant city experience. Together, the films reflect a conscious push towards regional authenticity, rather than a one-size-fits-all national narrative.
The campaign also signals Uber’s sharper focus on India’s growing bike taxi segment. While the company offers multi-modal services spanning cars, autos, metro integrations and intercity travel, this push zeroes in on two-wheelers as a key growth lever in dense urban markets.
By anchoring the campaign around a Rs 25 entry price for short distances, Uber is targeting everyday commuters, particularly younger users navigating congested cities where speed and cost matter more than comfort.
With IPL advertising clutter at its peak, even the most straightforward message risks getting lost. Uber’s answer is to embed the proposition within culture using music, regional nuance and repeat-friendly short formats to drive recall. The creative team has also layered subtle visual cues including multiple references to “25” within frames encouraging repeat viewing and reinforcing the core message without over-explaining it.
The campaign reflects a broader shift in advertising priorities. As attention spans shrink and media environments get noisier, brands are increasingly favouring clarity over complexity and speed over scale.
Uber’s IPL play may not shout the loudest, but it lands where it matters in the everyday commute. Because sometimes, in a marketplace full of grand narratives, a Rs 25 ride is story enough.
