Rating Rationale
April 22, 2025 | Mumbai
Onmobile Global Limited
Rating outlook revised to 'Negative'; Rating Reaffirmed
 
Rating Action
Total Bank Loan Facilities RatedRs.90 Crore
Long Term RatingCrisil BBB+/Negative (Outlook revised from 'Stable'; Rating Reaffirmed)
Note: None of the Directors on Crisil Ratings Limited’s Board are members of rating committee and thus do not participate in discussion or assignment of any ratings. The Board of Directors also does not discuss any ratings at its meetings.
1 crore = 10 million
Refer to Annexure for Details of Instruments & Bank Facilities

Detailed Rationale

Crisil Ratings has revised its outlook on the long-term bank facilities of Onmobile Global Ltd (OGL) to ‘Negative’ from ‘Stable’ while reaffirming the rating at ‘Crisil BBB+’.

 

The revision in outlook reflects the weakening in the business risk profile of OGL. Operating margin is expected to be lower in fiscal 2025 mainly owing to higher fixed costs for software and licences. The operating margin moderated to 2.36% in the first nine months of fiscal 2025 from 4.98% in the corresponding period of fiscal 2024, and is likely to be lower than previous expectations in the medium term. However, the operating margin for the third quarter of fiscal 2025 improved to 6.1% from 0.47% in the second quarter of the fiscal. Improvement in the operating margin with increased contribution from the gaming segment, driving revenue growth, is key monitorable.

 

The rating continues to reflect the established market position of the company in the mobile entertainment industry supported by geographic diversification, reputed clientele and healthy financial risk profile. These strengths are partially offset by subdued revenue growth from the traditional Ring Back Tones (RBT) and videos streaming segments and susceptibility to risks inherent in the mobile entertainment industry.

Analytical Approach

Crisil Ratings has combined the business and financial risk profiles of OGL and its subsidiaries and associates (see annexure for the list of subsidiaries and associate consolidated), collectively referred to as the Onmobile group.

 

Please refer Annexure - List of Entities Consolidated, which captures the list of entities considered and their analytical treatment of consolidation.

Key Rating Drivers & Detailed Description

Strengths:

  • Established market position in the mobile entertainment industry: With presence of over two decades, the group has become a reliable player in the mobile entertainment industry for telecom operators across several geographies. It has significant presence with over 65.93 million monthly subscribers and is associated with around 122 customers across 68 countries. Healthy relationships with customers in multiple regions and large end-user base will continue to support the business risk profile over the medium term.

 

  • Healthy financial risk profile: At the group level, capital structure was comfortable owing to lower reliance on external debt, yielding total outside liabilities to adjusted networth ratio of less than 0.49 time in the three fiscals through 2024. Interest coverage and net cash accrual to adjusted debt ratios were healthy at 3.99 times and 2.04 times, respectively, in fiscal 2024. In the absence of any large debt-funded capital expenditure (capex) plan, leverage is expected to remain healthy over the medium term.

 

Weaknesses:

  • Subdued revenue growth from the traditional RBT and video streaming segments: The RBT and video streaming businesses contributed around 55% of revenue in the third quarter of fiscal 2025, compared with around 85% in fiscal 2024, and have seen a gradual decline in revenue over the past few years. However, the group has been investing significantly, especially in the mobile gaming segment, to diversify revenue streams, mitigating the risk. Revenue contribution from the gaming segment improved to 45% in the third quarter of fiscal 2025 and is expected to rise to more than 50% over the medium term. Any significant decline in revenue from traditional segments along with delay in scaling up of newly added segments may constrain the business risk profile.

 

  • Susceptibility to risks inherent in the mobile gaming business and high fixed costs: The mobile gaming business is highly fragmented with numerous players across platforms, highly technology driven, and subject to various regulations. Intense competition constrains profitability and bargaining power with stakeholders; players have to invest significantly in marketing to remain relevant and also invest to avoid technology obsolescence. Any technological disruptions, loss of major customer to competitors or adverse regulatory changes may impact the business risk profile. The group’s longstanding presence with operators, recent investments in new products and technologies, and their strategy to stick to kids and family-friendly games may mitigate these risks. 

 

Most of the expenses are fixed (employee costs, royalties, software and license cost, and marketing expenses); this exposes the company to economic cycles or downturns in revenue. The operating margin fell to 2.36% as of December 2024 from 4.98% in the corresponding period of fiscal 2024 owing to higher fixed cost for software and licenses.

Liquidity: Adequate

Bank limit utilisation was low at 46.27% for the 12 months through November 2024. Cash accrual is expected to be over Rs 15 crore against nil term debt obligation over the medium term.

 

Current ratio was moderate at 1.23 times as on March 31, 2024. Cash and bank balance was around Rs 33 crore as on December 31, 2024. Financial flexibility is healthy and will cushion any adverse conditions or downturns in the business.

Outlook: Negative

Crisil Ratings believes the credit risk profile of the Onmobile group will remain weak constrained by modest operating margin over the medium term.

Rating sensitivity factors

Upward factors:

  • Increase in revenue and improvement in operating margin leading to net cash accrual of Rs 25 crore
  • Sustained financial risk profile with low reliance on external debt.
     

Downward factors:

  • Decline in revenue owing to delay in scaling up of new segments and subdued revenue growth from traditional businesses, or decline in operating margin to below 3%
  • Stretched working capital cycle or significant cash burn or large, debt-funded capex/acquisition weakening the financial risk profile

About the Company

OGL was incorporated in 2000. The company’s key product offerings are ring-back tones, digital content store and infotainment. Digital content store is a one-stop mobile destination for digital content such as videos, games, music and images. Infotainment offers music, content, news and sports to consumers over mobile.
 

The company has been listed on the Bombay Stock Exchange and the National Stock Exchange and has an office in Bengaluru. It carries out its business through various subsidiaries and associates in various geographies.
 

It is promoted by California, USA, based OnMobile Systems Inc and managed by Mr François-Charles Sirois (Executive Chairman) and Mr Sanjay Baweja (Managing Director and Global CEO).

Key Financial Indicators

As on / for the period ended March 31

Unit

2024

2023

Operating income

Rs crore

516.14

525.64

Reported profit after tax (PAT)

Rs crore

15.32

6.79

PAT margin

%

2.97

1.29

Adjusted debt / adjusted networth

Times

0.04

0.02

Interest coverage

Times

3.99

8.47

Any other information: Not applicable

Note on complexity levels of the rated instrument:
Crisil Ratings` complexity levels are assigned to various types of financial instruments and are included (where applicable) in the 'Annexure - Details of Instrument' in this Rating Rationale.

Crisil Ratings will disclose complexity level for all securities - including those that are yet to be placed - based on available information. The complexity level for instruments may be updated, where required, in the rating rationale published subsequent to the issuance of the instrument when details on such features are available.

For more details on the Crisil Ratings` complexity levels please visit www.crisilratings.com. Users may also call the Customer Service Helpdesk with queries on specific instruments.

Annexure - Details of Instrument(s)

ISIN Name Of Instrument Date Of Allotment Coupon Rate (%) Maturity Date Issue Size (Rs.Crore) Complexity Levels Rating Outstanding with Outlook
NA Cash Credit NA NA NA 70.00 NA Crisil BBB+/Negative
NA Proposed Long Term Bank Loan Facility NA NA NA 20.00 NA Crisil BBB+/Negative

Annexure – List of entities consolidated

Name of the company

Extent of consolidation

Rationale for consolidation

OnMobile Singapore Pte Ltd (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Europe BV (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile USA LLC (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

Servicios De Telefonia OnMobile Sa De Cv (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Brasil Sistemas De Valor Agregado Para Comunicacoes Moveis Ltd. (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile De Venezuela CA (subsidiary of OnMobile USA LLC)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Global SA (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Uruguay SA (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Senegal SARL (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Global for Telecommunication Services (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Mali SARL (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Bangladesh Pvt Ltd (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Kenya Telecom Ltd (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Costa Rica OBCR, SA (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Telecom Ltd (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Global Spain SL (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Uganda Ltd (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Zambia Telecom Ltd (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Madagascar Telecom Ltd (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Rwanda Telecom Ltd (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Nigeria Telecom Ltd (Subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Tanzania Telecom Ltd (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Global Solutions Canada Ltd (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Global Italy SRL (subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Turkey Telekomunikasyon Sistemleri Ltd Şirketi (Subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Portugal SGPS, Unipessoal LDA (Subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Telecom Burkina Faso, S.A.R.L. (Subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Global South Africa (PTY) LTD

Full Consolidation

Operate in the same industry with operational and financial linkages

ONMO, INC (previously known as OnMobile Live Inc.) (Subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

2dayUK Ltd (subsidiary of OnMobile Live Inc) (Subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

Appland AB (subsidiary of OnMobile Europe B.V.) (Subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile Bangladesh Technologies Pvt Ltd (Subsidiary of OnMobile Bangladesh Pvt Ltd)

Full Consolidation

Operate in the same industry with operational and financial linkages

9447-9029 Quebec Inc. (Subsidiary of OnMobile Global Solutions Canada Ltd)

Full Consolidation

Operate in the same industry with operational and financial linkages

Technologies Rob0 Inc. (Subsidiary of 9447-9029 Quebec Inc)

Full Consolidation

Operate in the same industry with operational and financial linkages

OnMobile South Africa Technologies (PTY) Ltd. (Subsidiary)

Full Consolidation

Operate in the same industry with operational and financial linkages

Mobile Voice Konnect Pvt Ltd – Associate

Full Consolidation

Operate in the same industry with operational and financial linkages

Annexure - Rating History for last 3 Years
  Current 2025 (History) 2024  2023  2022  Start of 2022
Instrument Type Outstanding Amount Rating Date Rating Date Rating Date Rating Date Rating Rating
Fund Based Facilities LT 90.0 Crisil BBB+/Negative   -- 23-01-24 Crisil BBB+/Stable   --   -- --
Non-Fund Based Facilities ST   --   -- 23-01-24 Crisil A2   --   -- --
All amounts are in Rs.Cr.
Annexure - Details of Bank Lenders & Facilities
Facility Amount (Rs.Crore) Name of Lender Rating
Cash Credit 15 Kotak Mahindra Bank Limited Crisil BBB+/Negative
Cash Credit 20 Axis Bank Limited Crisil BBB+/Negative
Cash Credit 15 Standard Chartered Bank Crisil BBB+/Negative
Cash Credit 20 YES Bank Limited Crisil BBB+/Negative
Proposed Long Term Bank Loan Facility 20 Not Applicable Crisil BBB+/Negative
Criteria Details
Links to related criteria
Basics of Ratings (including default recognition, assessing information adequacy)
Criteria for manufacturing, trading and corporate services sector (including approach for financial ratios)
Criteria for consolidation

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