1

CAX ESTIMATION Estimate market size of smartphone flip cases in the US used for iPhone4, iPhone5 and Galaxy S5 smartphones

2

Target Market as defined by client

USA

• Consumer Electronics aftermarket

• Smartphone Flip case for iPhone, Samsung Galaxy S5 series

Target Market

Target Industry

Target Product categories

3

No of users using hard cases protecting screen

Methodology

Total Smart phone users

No of iPhone users No of Samsung users

No of iPhone 5 series users No of Samsung S5 series users

No of Users buying cases No of Users buying cases

No of users using hard cases protecting screen

Market size(Value in USD) Market size(Value in USD)

Total market size( Assuming single case per phone)

Total market size( Considering even multiple cases per phone)

No of iPhone 4 series users

No of Users buying cases

No of users using hard cases protecting screen

Market size(Value in USD)

4

Estimated Market size for Samsung S5 flip

cases - 2013

Total smartphone users in US -

2013

%share of Samsung of

overall smartphones-

2013

% of android phone users

who use mobile cases

S5 as a % of overall

Samsung Galaxy

market in US

See Reference #1

Estimated Market size of Galaxy S5 flip cases -2013

See Reference #2

26.1% 11.0% 66% $6 m

Basis Data Relational Data Market size

Basis data: Quantitative data available from published sources or a previously conductedsurvey that is not a direct quantification of the size of the market of interest, but that is relatedto it. Market segmentation flows from the segmentation structure of the basis data; i.e., if thebasis data are segmented by country the estimated market size will be segmented by country.Relational data: Quantitative data that provide the link between the basis data and the targetmarket size. The relational data are sometimes no more than rules-of-thumb, but for manyclient needs the resulting level of accuracy is adequate.

26%

% of flip cases of overall

smartphone cases

Average price of Samsung smartphone

flip case

144.5 m

See Reference #3

$8.3

See Calculations See Calculations See Calculations

5

Estimated Market size for Samsung S5 flip

cases - 2014

Total smartphone users in US -

2014

% of android phone users

who use mobile cases

S5 as a % of overall

Samsung market in US

See Reference #1

27% 11.0% 66% $7m

% of flip cases of overall

smartphone cases

Average price of Samsung smartphone

flip case

163.9 m

See Reference #3

26% $8.3

%share of Samsung of

overall smartphones-

2014

Estimated Market size of Galaxy S5 flip cases -2014

6

Estimated Market size for Samsung S5 flip

cases - 2015

Total smartphone users in US -

2015

% of android phone users

who use mobile cases

S5 as a % of overall

Samsung market in US

See Reference #1

27.8% 11.0% 66% $8 m

% of flip cases of overall

smartphone cases

Average price of Samsung smartphone

flip case

182.6 m

See Reference #3

Extrapolated for 2015

26% $8.3

%share of Samsung of

overall smartphones-

2015

Estimated Market size of Galaxy S5 flip cases -2015

7

Estimated price projection of Samsung

Galaxy S5 flip covers

6

7

8

2013 2014 2015

Samsung S5 flip case market size [USD mn]

15.5%CAGR [2013-15]

8

Estimated Market size for iPhone 4 flip

cases - 2013

Total smartphone users in US -

2013

%iPhones of overall

smartphones in the US - 2013

% of iPhone users who use mobile cases

% of iPhone 4 of overall iPhones in

the US

Estimated Market size of iPhone4 flip cases -2013

See Reference #2

41.8% 25% 90% $16m13%

% of flip cases of overall

smartphone cases

Average price of iPhone

smartphone flip case

144.5 m $9.0

See Reference #3 See Reference #7 See Calculations See Calculations

9

Estimated Market size for iPhone 4 flip

cases - 2014

41.4% 25% 90% $18 m163.9 m

Total smartphone users in US -

2014

%iPhones of overall

smartphones in the US - 2014

% of iPhone users who use mobile cases

% of iPhone 4 of overall iPhones in

the US

% of flip cases of overall

smartphone cases

Average price of iPhone

smartphone flip case

Estimated Market size of iPhone4 flip cases -2014

See Reference #3

$9.013%

10

Estimated Market size for iPhone 4 flip

cases - 2015

41.0% 25% 90% $20 m182.6 m

Estimated Market size of iPhone4 flip cases -2015

Total smartphone users in US -

2014

%iPhones of overall

smartphones in the US - 2014

% of iPhone users who use mobile cases

% of iPhone 4 of overall iPhones in

the US

% of flip cases of overall

smartphone cases

Average price of iPhone

smartphone flip case

See Reference #3

Extrapolated for 2015

$9.013%

11

Estimated price projection of iPhone 4 flip

covers

1618

20

2013 2014 2015

iPhone4 flip case market size [USD mn]

11.8%CAGR [2013-15]

12

Estimated Market size for iPhone 5 flip

cases - 2013

41.8% 75% 90% $27 m9.5%144.5 m $7

Total smartphone users in US -

2013

%iPhones of overall

smartphones in the US - 2013

% of iPhone users who use mobile cases

% of iPhone 5 of overall iPhones in

the US

Estimated Market size of iPhone5 flip cases -2013

% of flip cases of overall

smartphone cases

Average price of iPhone

smartphone flip case

See Calculations See Calculations

13

Estimated Market size for iPhone 5 flip

cases - 2014

41.4% 75% 90% $30.5 m163.9 m

Total smartphone users in US -

2014

%iPhones of overall

smartphones in the US - 2014

% of iPhone users who use mobile cases

% of iPhone 5 of overall iPhones in

the US

Estimated Market size of iPhone5 flip cases -2014

% of flip cases of overall

smartphone cases

Average price of iPhone

smartphone flip case

9.5% $7

14

Estimated Market size for iPhone 5 flip

cases - 2015

41.0% 75% 90% $34 m182.6 m

Total smartphone users in US -

2015

%iPhones of overall

smartphones in the US - 2015

% of iPhone users who use mobile cases

% of iPhone 5 of overall iPhones in

the US

Estimated Market size of iPhone5 flip cases -2015

% of flip cases of overall

smartphone cases

Average price of iPhone

smartphone flip case

9.5% $7

15

Estimated price projection of iPhone 5 flip

covers

27

30.5

34

2013 2014 2015

iPhone5 flip case market size [USD mn]

12.0%CAGR [2013-15]

16

Total flip cover market size in mn USD

2013 2014 2015

Samsung S5 6 7 8

iPhone 4 16 18 20

iPhone 5 27 30.5 34

TOTAL 49 55.5 62

17

Estimated price projection of combined

iPhone + Galaxy S5 flip covers

49

55.5

62

2013 2014 2015

iPhone + Samsung Galaxy S5 flip case

market size [USD mn]

12.5%CAGR [2013-15]

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Calculations

19

11% - S5 as a % of overall Samsung Galaxy

market in US

Samsung S5 share of overall Samsung Galaxy market

= 8 [blue bar] / 74 [red bar]= 11%

Back

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26% of all Samsung S5 cases are flip covers

Number of Galaxy S5 cases analyzed 200

Number of Galaxy S5 cases thatwere flip covers 52

% of Galaxy S5 flip cases of overall Cases 26

Source: ebay Back

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$8.3 is average price of a GalaxyS5 flip case

Number of Galaxy S5 flip cases analyzed 200

Average price of Galaxy S5 flip case $8.3

Source: ebay Back

22

13% of all iPhone 4 cases are flip covers

Number of iPhone4 cases analyzed 200

Number of iPhone4 cases thatwere flip covers 26

% of iPhone4 flip cases of overall Cases 13

Source: ebay Back

23

$9 is average price of a iPhone 4 flip case

Number of iPhone4 flip cases analyzed 200

Average price of iPhone4 flip case $9

Source: ebay Back

24

9.5% of all iPhone 5 cases are flip covers

Number of iPhone 5 cases analyzed 200

Number of iPhone 5 cases thatwere flip covers 19

% of iPhone 5 flip cases of overall Cases 9.5

Source: ebay Back

25

$7 is average price of a iPhone 5 flip case

Number of iPhone 5 flip cases analyzed 200

Average price of iPhone 5 flip case $7

Source: ebay Back

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1. http://www.statista.com/statistics/201182/forecast-of-smartphone-users-in-the-us/

References

2. https://www.npd.com/wps/portal/npd/us/news/press-releases/one-in-four-smartphone-owners-dont-use-a-case-to-protect-their-phone-according-to-npd/just two-in-three (66 percent) Android phone owners use a protective case.nearly 9-in-10 iPhone owners (87 percent) use a protective case with their phone- higher than the average for all smartphone users Back – To Galaxy S5 calculation

Back – To iPhone4 calculation

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3. https://www.comscore.com/Insights/Market-Rankings/comScore-Reports-March-2014-US-Smartphone-Subscriber-Market-Share

References

Back – To Galaxy S5 calculation

Back – To iPhone4 calculation

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4. https://www.npd.com/wps/portal/npd/us/news/press-releases/one-in-four-smartphone-owners-dont-use-a-case-to-protect-their-phone-according-to-npd/just two-in-three (66 percent) Android phone owners use a protective case.nearly 9-in-10 iPhone owners (87 percent) use a protective case with their phone- higher than the average for all smartphone users

5.http://www.amazon.com/s/ref=sr_nr_n_2?rh=n%3A2335752011%2Cn%3A2407760011%2Ck%3As5+flip+case%2Cp_n_feature_nine_browse-bin%3A8841293011&sort=relevancerank&keywords=s5+flip+case&ie=UTF8&qid=1407258484&rnid=233575301110. http://www.ce.org/News/News-Releases/Press-Releases/2013-Press-Releases/CE-Industry-Revenues-to-Reach-Record-High-of-$208.aspx6. http://www.amazon.com/s/ref=nb_sb_noss?url=node%3D2407760011&field-keywords=s5+case&rh=n%3A2335752011%2Cn%3A2407760011%2Ck%3As5+case7. http://www.dazeinfo.com/2014/05/15/apple-inc-aapl-success-strategy-25-iphone-buyers-still-fascinated-towards-iphone-4s/

References

Back – To iPhone4 calculation

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