2016–Q2INDIA–CallVolumefortheE-Commerce&CabHailingIndustry

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WhatisTrueInsights?TrueInsightsisaquarterlyreportfromTruecallerthatcoversrelevantindustryandmarkettrends.BeingdatadrivenisanextremelyimportanttraitforTruecaller,throughoutitslifetimeithasdiscoveredandpredictedamazingtrendsjustthroughourinternalstatistics.Theinsightscomefromamixofengineers,datascientistsandmarketerswhoputtheirheadstogethertotelldatastoriesinanentertainingandinformativeway.Notes&MethodologyThedatainthisarticlewasagregatedanonymouslyfromincomingandoutgoingcallstoe-commerceandcabhailingservicesinIndiaduringtheperiodofJanuary1st,2016toJune30th,2016tounderstandthetrendsandusage.Callsfromausertoretailer(orviceversa)canbeanythingrelatedtopurchasing,complaint,customerservice,deliveryetc.TheseinsightsarepurelybasedonourinternaldataanddoesnotreflecttheentireusageofanyoftheservicesandTruecallerdoesnotwarranttheaccuracyorcompletenessofsuchdata,andallderivativeconclusionsorassumptionarethoseofthereadersonly.Allbrandsmentionedarethepropertyoftheirrespectiveowners.Useofthesebrandsdoesnotimplyanyco-operationorendorsement.

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WHOISAHEADINTHEE-COMMERCEGAME?Whileavastmajorityofshoppingisstillintraditionalretailstores,alargeandveryfastgrowingsegmentiscomingfromarelativelynewsource-e-commerce.With400millioninternet1users,Indianconsumersaremorelikelytoheadtotheirbrowserbeforephysicallyheadingtoastore.Notjustdecisions,butmoreoftenthannot,purchasesaremadeonline.Retailsalesacrossthecountryhavegrownto$600Bin2015andareexpectedtotop$1Trillionby20202.Althoughitisasmallsegment,therevenuefore-commerceisexpectedtoreach$38Billionin2016whichisnosmallfeatinatraditionalretailmarket.Truecalleranalyzedhowonlineshoppersareinteractingwiththisnewbreedofretailers(barringhyperlocalplayers)andherearethenewTrueInsightsintotheinteractiveworldofe-tailing.FromJanuary1sttoJune30th2016IndiansmartphoneownersusingTruecallermadeorreceivedmorethan1.06billioncallstoorfromane-commencecompany.

Sincethebeginningoftheyearcallvolumesbetweene-commercecompaniesandTruecallerusershasgrown27.4%toalmostpass250millioncallsinJuly.

1InternetandMobileAssociationofIndia-http://www.iamai.in/media/details/44862BostonConsultingGroup-http://economictimes.indiatimes.com/industry/services/retail/indias-retail-mkt-has-potential-to-touch-1200-bn-by-2020-boston-consulting-group/articleshow/50578986.cms

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Themajorityofthesecallsarebeingmadetoandfromsevencompanies:Flipkart,Amazon,Snapdeal,eBay,Jabong,PayTMandMyntra.

Lookingatthegraph,youcanseethatFlipkartisgettingthemostcallsandithasevenincreaseditsleadduringQ2.DuringQ2there’sbeenageneralincreaseofcallvolumetomostcompanies,withPayTM,Amazon,andeBayshowingthemostmovement.

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Andwhenlookingatthevolumeofincomingcallscomparedtothevolumeofoutgoingcallsweseethatincaseofeverysingleretailertherearemoreoutgoingcallsbeingplacedthanincomingcallstousers.

WHO IS AHEAD IN THE E-COMMERCE GAME?While a vast majority of shopping is still in traditional retail stores, a large and very fast growing

segment is coming from a relatively new source - e-commerce. With 400 million internet users,

Indian consumers are more likely to head to their browser before physically heading to a store.

Not just decisions, but more often than not, purchases are made online. Truecaller analyzed how

online shoppers are interacting with this new breed of retailers (barring hyperlocal players) and

here are the new TrueInsights into the interactive world of e-tailing.

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Q1Q2

453million calls

608million calls

Calls per month

Share of call volume

Distribution of calls : E-commerce company

Notes & Methodology The data in this article was agregated anonymously from incoming and outgoing calls to e-commerce and cab hailing services in India during the period of January 1st, 2016 to June 30th, 2016 to understand the trends and usage. Calls from a user to retailer (or vice versa) can be anything related to purchasing, complaint, customer service, delivery etc. These insights are purely based on our internal data and does not reflect the entire usage of any of the services and Truecaller does not warrant the accuracy or completeness of such data, and all derivative conclusions or assumption are those of the readers only. All brands mentioned are the property of their respective owners. Use of these brands does not imply any co-operation or endorsement.

1: Internet and Mobile Association of India - http://www.iamai.in/media/details/4486

E-Comm

erce

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THEEVERCHANGINGFACEOFCABHAILINGININDIABackinMaywebroughtyouTrueInsightsintohowthecabindustrywaschanginginIndia.ThankstothesmartphoneandriseoffirmssuchasOlaCabsandUberthewholeindustryhasbeenseeingarapidtransformation.Wewantedtogiveanupdatetothatreportandhowit’sprogressedsincethen.

Overallcallvolumetosomesortofcaborcarservicehasgonefrom2.23BcallsinQ1to2.43BcallsinQ2.Numberofmonthlycallstoandfromtheindustryhasstayedroughlythesameovertheperiodindicatingthattraditionalcarservicesandcabsarestillholdingtheirground.

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Callstoandfromdrivershashoweverincreasedinthepastfewmonths.Thebiggestchangehasbeenfor“OtherDrivingServices”and“Taxi/Cab”services.

Whenlookingatincomingvs.outgoingcallsoverthisentireperiodweseethatOlaCabsmadea51millioncallstoitsusersinQ2,while42millioncallsweremadebyusers–whichaccountedfor93millioncallsbetweenOlaCabsanditsusers.Uberusersreceived21millioncallsfromthecompanyinQ2,andcalledthecompany11milliontimes–whichtotaled32millioncalls.

THE EVER CHANGING FACE OF CAB HAILING IN INDIA

Back in May we brought you TrueInsights into how the cab industry was changing in India. Thanks to

the smartphone and rise of firms such as Ola Cabs and Uber the whole industry has been seeing a

rapid transformation. We wanted to give an update to that report and how it’s progressed since then.

Share of call volume

Calls per month

2.23billion calls

Q1Q2

2.43billion calls

Q1

Q2

Distribution of calls: Uber vs. Ola Cabs

74%

26%

11M INCOMING

21M OUTGOING

51M OUTGOING

42M INCOMING

Ola CabsUber

71%

29%

11M INCOMING

22M OUTGOING

46M OUTGOING

33M INCOMING

Ola CabsUber

Notes & Methodology The data in this article was agregated anonymously from incoming and outgoing calls to e-commerce and cab hailing services in India during the period of January 1st, 2016 to June 30th, 2016 to understand the trends and usage. Calls from a user to retailer (or vice versa) can be anything related to purchasing, complaint, customer service, delivery etc. These insights are purely based on our internal data and does not reflect the entire usage of any of the services and Truecaller does not warrant the accuracy or completeness of such data, and all derivative conclusions or assumption are those of the readers only. All brands mentioned are the property of their respective owners. Use of these brands does not imply any co-operation or endorsement.

Cab

*’Other driving services’ include private drivers, transporation services, and may include other taxi services.

*