sample report consumer electronics mobile phones

8/12/2019 Sample Report Consumer Electronics Mobile Phones

1/22


2/22

W W W . E U R O M O N I T O R . C O M SAMPLE REPORT FOR ILLUSTRATION ONLY

E u r o m o n i t o r I n t e r n a t i o n a l

LIST OF CONTENTS AND TABLESMobile Phones in the Netherlands - Category analysis ................................................................. 1 Headlines ........................................................................................................................................ 1

Trends ............................................................................................................................................. 1 Competitive Landscape .................................................................................................................. 2 Prospects ........................................................................................................................................ 3 Category Data ................................................................................................................................. 4

Table 1 Sales of Mobile Phones: Volume 2005-2010 ................................................ 4 Table 2 Sales of Mobile Phones: Value 2005-2010 ................................................... 4 Table 3 Sales of Mobile Phones: % Volume Growth 2005-2010 ............................... 4 Table 4 Sales of Mobile Phones: % Value Growth 2005-2010 .................................. 4 Table 5 Mobile Phones Company Shares 2006-2010 ................................................ 5 Table 6 Mobile Phones Brand Shares 2007-2010 ...................................................... 5 Table 7 Sales of Mobile Phones by Distribution Format 2005-2010 .......................... 5 Table 8 Forecast Sales of Mobile Phones: Volume 2010-2015 ................................. 6 Table 9 Forecast Sales of Mobile Phones: Value 2010-2015 .................................... 6

Table 10 Forecast Sales of Mobile Phones: % Volume Growth 2010-2015 ................ 6 Table 11 Forecast Sales of Mobile Phones: % Value Growth 2010-2015 ................... 7

Consumer Electronics in the Netherlands - Industry Overview ...................................................... 8 Executive Summary ........................................................................................................................ 8

Frugal Consumers Hinder Sales Growth .................................................................................... 8 2010 Sees Sales Recover .......................................................................................................... 8 Leading Multinationals Further Gain Share ................................................................................ 8 Internet Retailing Benefits From Bargain Hunters ...................................................................... 8 Slow Growth Ahead As Consumers Update Consumer Electronics .......................................... 9

Key Trends and Developments .................................................................................................. .... 9 Economic Performance ........................................................................ ....................................... 9 New Generation Products Attract Consumers .......................................................................... 10 Internet Retailing Fuels Growth and Demand .......................................................................... 11 Specialist Retailers .............................................................................................. ...................... 12

Summary 1 Leading Specialist Retailers 2010 ............................................................... 13 Market Data ....................................................................................... ............................................ 14

Table 12 Sales of Consumer Electronics by Category: Volume 2005-2010 .............. 14 Table 13 Sales of Consumer Electronics by Category: Value 2005-2010 ................. 14 Table 14 Sales of Consumer Electronics by Category: % Volume Growth 2005-

2010 ............................................................................................................. 14 Table 15 Sales of Consumer Electronics by Category: % Value Growth 2005-

2010 ............................................................................................................. 14 Table 16 Consumer Electronics Company Shares 2006-2010 .................................. 15 Table 17 Consumer Electronics Brand Shares 2007-2010 ........................................ 15 Table 18 Sales of Consumer Electronics by Distribution Format 2005-2010 ............ 16 Table 19 Forecast Sales of Consumer Electronics by Category: Volume 2010-

2015 ............................................................................................................. 17 Table 20 Forecast Sales of Consumer Electronics by Category: Value 2010-

2015 ............................................................................................................. 17 Table 21 Forecast Sales of Consumer Electronics by Category: % Volume

Growth 2010-2015 ....................................................................................... 17


3/22



Table 22 Forecast Sales of Consumer Electronics by Category: % ValueGrowth 2010-2015 ....................................................................................... 17

Sources ..................................................................................................................................... 18 Summary 2 Research Sources ................................................................................ ........ 18


4/22



MOBILE PHONES IN THENETHERLANDS - CATEGORY

ANALYSIS

HEADLINES

23% volume growth and 41% current value growth from 2009 to reach 3.5 million units and 780 million in 2010

Affordable contracts and widening range of apps drive growth for smartphones

Smartphones most dynamic with 91% volume growth in 2010

Nokias dominance soars by nine percentage points to reach 61% volume share in 2010

11% volume CAGR and 4% constant value CAGR expected for forecast period

TRENDS

Mobile phones benefited from the strong ongoing success of smartphones in 2010. Dutchconsumers are enthusiastic about intelligent phones that they can easily personalise in termsof applications and functionality. Dutch consumers were also attracted to smartphones by theleading mobile phone providers offering affordable monthly contracts including freesmartphones. This encouraged the expansion of smartphones from a business environmentinto consumers lives.

Mobile phones saw an impressive volume growth in 2010 over the previous year, with salesrising by 23%. This was entirely due to a strong 91% volume growth for smartphones, withthese products reaching a dominant share of 52% in unit volume in 2010 and 84% valueshare due to their higher unit price. Smartphones first emerged in 2006, with strong growth

thus also being linked to their novelty. The ongoing strong performance of smartphones in 2010 resulted in overall mobile phones

seeing a stronger performance in the year in comparison to the review period as a whole.Heavy decline for feature phone sales resulted in overall annual volume decline for each yearof the review period up to 2010, with an overall decline of 39%. Feature phones declined by12% in volume terms in 2010 over the previous year. However, these products continued tohave a large share of sales in 2010 at 48% in unit volume terms. Dutch consumers tend toown more than one mobile phone, with many opting for a feature phone as an affordableback-up.

Service contracts for mobile phones in the Netherlands are mainly based on monthlysubscription plans covering either a one- or two-year contract. This type of contract accountedfor 71% of all mobile phone plans in the Netherlands at the end of the review period. Pay asyou go prepaid services meanwhile accounted for 15% of contracts in 2010, down from 16%

share in 2009 and 27% share in 2005. These types of contract are popular with peoplewithout a steady income. There however continued to be a shift to monthly subscriptions, dueto the value offered by these contracts and the attractive phones provided free with contracts.Phone only contracts are meanwhile mostly popular with business people, with thesecontracts accounting for 14% of mobile phone contracts in 2010.


5/22



The increasing use of the internet via phone also encouraged consumers to switch to monthlysubscriptions with a generous data allowance towards the end of the review period. The useof the internet via mobile phones increased rapidly in 2010 due to the growing householdpenetration of smartphones. Online shopping using a smartphone proved particularly popularamong consumers, with many using this channel to place smaller orders for everyday

purchases.

COMPETITIVE LANDSCAPE

Nokia is the dominant player in mobile phones and accounted for a strong 61% volume sharein 2010. The company has a strong dominance in feature phones, where it accounted for 82%volume share, and also led sales of smartphones with 41% share in the year. The companyhas a particularly strong position in feature phones thanks to its strong focus on pay-as-you-go phones, with the companys range widely available via a number of different Dutch retailchannels, including leading supermarkets/hypermarkets.

Content removed from sample



6/22



PROSPECTS

Smartphones are expected to increasingly target young consumers during the forecast period.Young consumers are increasingly interested in owning such products and also have growingfinancial strength. As smartphones are expected to become cheaper during the forecastperiod, those aged below 16-years-old are expected to become an increasingly importantconsumer group. Players may well follow Blackberrys successful strategy and introduceinstant messaging on smartphones during the forecast period, as they seek to appeal to thisconsumer group.

Content removed from s ample

Content removed from s ample


7/22



CATEGORY DATA

Table 1 Sales of Mobile Phones: Volume 2005-2010

'000 units2005 2006 2007 2008 2009 2010

Feature PhonesSmartphonesMobile Phones

Source: Euromonitor International from official statistics, trade associations, trade press, company research,

store checks, trade interviews, trade sources

Table 2 Sales of Mobile Phones: Value 2005-2010

EUR million2005 2006 2007 2008 2009 2010


Source: Euromonitor International from official statistics, trade associations, trade press, company research,store checks, trade interviews, trade sources

Table 3 Sales of Mobile Phones: % Volume Growth 2005-2010

% volume growth2009/10 2005-10 CAGR 2005/10 Total



Table 4 Sales of Mobile Phones: % Value Growth 2005-2010

% current value growth 2009/10 2005-10 CAGR 2005/10 Total



Data removed from sample





8/22




Table 5 Mobile Phones Company Shares 2006-2010

% retail volumeCompany 2006 2007 2008 2009 2010

Total 100.0 100.0 100.0 100.0 100.0


Table 6 Mobile Phones Brand Shares 2007-2010

% retail volumeBrand Company 2007 2008 2009 2010

Total 100.0 100.0 100.0 100.0


Table 7 Sales of Mobile Phones by Distribution Format 2005-2010

% retail volume2005 2006 2007 2008 2009 2010




9/22



Store-Based Retailing- Grocery Retailers- - Discounters- - Hypermarkets- - Supermarkets- Non-Grocery Retailers- - Electronics and

Appliance SpecialistRetailers

- - Mixed Retailers- Other store-based

retailingNon-Store Retailing- Direct Selling- Homeshopping- Internet Retailing .5 5.0 5.5 11.0 12.0 15.0Total 100.0 100.0 100.0 100.0 100.0 100.0


Table 8 Forecast Sales of Mobile Phones: Volume 2010-2015

'000 units2010 2011 2012 2013 2014 2015


Source: Euromonitor International from trade associations, trade press, company research, trade interviews,trade sources

Table 9 Forecast Sales of Mobile Phones: Value 2010-2015

EUR million

2010 2011 2012 2013 2014 2015



Table 10 Forecast Sales of Mobile Phones: % Volume Growth 2010-2015


Feature Phones

SmartphonesMobile Phones .9 11.0 68.7







10/22



Table 11 Forecast Sales of Mobile Phones: % Value Growth 2010-2015

% constant value growth2010-15 CAGR 2010/15 TOTAL

Feature Phones

SmartphonesMobile Phones




11/22



CONSUMER ELECTRONICS IN THENETHERLANDS - INDUSTRY

OVERVIEWEXECUTIVE SUMMARY

Frugal Consumers Hinder Sales GrowthConsumer electronics saw unit volume decline for the review period as a whole, with this

reflecting Dutch consumers frugal attitudes. Other than for the replacement of broken products,consumers are often unwilling to buy consumer electronics unless they perceive these productsto offer a genuine innovation. Sales were further impacted by consumers economic concernstowards the end of the review period, as a result of the economic downturn.

2010 Sees Sales RecoverHowever, while sales declined for the review period as a whole they saw a good growth in

2010 over the previous year. This was due to a number of reasons. The Dutch economy notablyreturned to real GDP growth in 2010, which alleviated consumers economic concerns to anextent. In addition, good growth was supported by a shift towards new-generation products,such as smartphones within mobile phones and internet enabled TVs. Sales growth intelevisions and projectors was also boosted by the FIFA 2010 Football World Cup, with football-loving Dutch consumers upgrading products in order to ensure an optimum viewing experienceduring the contest.

Leading Multinationals Further Gain ShareConsumer electronics is led by a handful of strong multinationals, with Nokia, Sony and Apple

being the leading players at the end of the review period. The leading players maintained or

improved their share in 2010 over the previous year, with this reflecting a strong investment ininnovation. Apple for example notably benefited from its launch of iPad in tablets and otherportable computers in 2010.

Internet Retailing Benefits From Bargain HuntersInternet retailing saw a strong growth in volume share in consumer electronics in 2010 over

the previous year. This was partly due to consumers becoming increasingly confident inpayment security when buying online. In addition, sales benefited from the economic downturn,with many consumers being attracted by the bargains to be found online. A widening range ofinternet retailing players also boosted sales, with electronics and appliance specialist retailerssuch as Media Markt entering internet retailing in 2010. Electronics and appliance specialistretailers increasingly regard internet retailing as a complement to their store-based retailingoperations, rather than as a competing channel. Electronics and appliance specialist retailers

however continued to dominate sales in 2010 and gained further share thanks to the judicioususe of price promotions.


12/22



Slow Growth Ahead As Consumers Update Consumer ElectronicsConsumer electronics is expected to return to growth during the forecast period. This will be

due to consumers updating their consumer electronics in response to recent innovations. Thereis expected to be an ongoing shift towards 3D and internet enabled TV, for example, and stronggrowth for BD players, HD camcorders and e-readers. Growth will also be supported by a slow

return to economic growth. Growth rates will however continue to be hindered by consumersfrugality, particularly in the wake of the economic downturn, and by maturity in many productareas.

KEY TRENDS AND DEVELOPMENTS

Economic Performance

Current Impact

Outlook

Content removed from sam le




13/22



Future Impact

New Generation Products Attract Consumers

Current Impact

Content r emoved fr om sample





14/22


15/22



Outlook

Future Impact

Specialist Retailers

Current Impact







16/22


17/22



MARKET DATA

Table 1 Sales of Consumer Electronics by Category: Volume 2005-2010

'000 units2005 2006 2007 2008 2009 2010

Computers and PeripheralsIn-Car EntertainmentIn-Home Consumer

ElectronicsPortable Consumer

ElectronicsConsumer Electronics


Table 2 Sales of Consumer Electronics by Category: Value 2005-2010

EUR million2005 2006 2007 2008 2009 2010





Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2005-2010


Computers and PeripheralsIn-Car EntertainmentIn-Home Consumer ElectronicsPortable Consumer ElectronicsConsumer Electronics


Table 4 Sales of Consumer Electronics by Category: % Value Growth 2005-2010

% current value growth 2009/10 2005-10 CAGR 2005/10 Total

Computers and PeripheralsIn-Car EntertainmentIn-Home Consumer ElectronicsPortable Consumer Electronics






18/22



Consumer Electronics


Table 5 Consumer Electronics Company Shares 2006-2010

% retail volumeCompany 2006 2007 2008 2009 2010

Total 100.0 100.0 100.0 100.0 100.0


Table 6 Consumer Electronics Brand Shares 2007-2010

% retail volumeBrand Company 2007 2008 2009 2010





19/22



Total 100.0 100.0 100.0 100.0


Table 7 Sales of Consumer Electronics by Distribution Format 2005-2010

% retail volume2005 2006 2007 2008 2009 2010

Store-Based Retailing- Grocery Retailers- - Discounters- - Hypermarkets- - Supermarkets- Non-Grocery Retailers- - Electronics and

Appliance SpecialistRetailers

- - Mixed Retailers- Other store-based

retailingNon-Store Retailing- Direct Selling- Homeshopping- Internet Retailing




20/22



Total 100.0 100.0 100.0 100.0 100.0 100.0


Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2010-2015

'000 units2010 2011 2012 2013 2014 2015





Table 9 Forecast Sales of Consumer Electronics by Category: Value 2010-2015

EUR million2010 2011 2012 2013 2014 2015





Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth2010-2015


Computers and PeripheralsIn-Car EntertainmentIn-Home Consumer ElectronicsPortable Consumer ElectronicsConsumer Electronics


Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2010-2015

% constant value growth2010-15 CAGR 2010/15 TOTAL





21/22


22/22

sample report consumer electronics mobile phones

Documents