With competition increasing in the smartphone sphere, it is no longer features and specs that define the sales-edge because that is almost similar on all devices in the same price bracket. The new differentiator is content. Internet based video streaming content is high in demand and smartphone makers are collaborating with OTT providers to provide high quality free video content. Video accounts for nearly 40% of mobile data traffic in India and around 50% globally. OTT video platform services is expected to grow at 83% CAGR in India in the next 5 years. Local content addition on some devices and platforms are driving sales in the region.