sample report consumer electronics final

8/18/2019 Sample Report Consumer Electronics Final

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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 TABLES

Consumer Electronics in the Netherlands - Industry Overview ...................................................... 1 Executive Summary ........................................................................................................................ 1

Frugal Consumers Hinder Sales Growth .................................................................................... 1 2010 Sees Sales Recover .......................................................................................................... 1 Leading Multinationals Further Gain Share ................................................................................ 1 Internet Retailing Benefits From Bargain Hunters ...................................................................... 1 Slow Growth Ahead As Consumers Update Consumer Electronics .......................................... 2

Key Trends and Developments .................................................................................................. .... 2

Economic Performance ........................................................................ ....................................... 2 New Generation Products Attract Consumers ............................................................................ 3 Internet Retailing Fuels Growth and Demand ........................................................................ .... 4 Specialist Retailers .............................................................................................. ........................ 5

Summary 1 Leading Specialist Retailers 2010 ................................................................. 6

Market Data ....................................................................................... .............................................. 7

Table 1 Sales of Consumer Electronics by Category: Volume 2005-2010 ................ 7 Table 2 Sales of Consumer Electronics by Category: Value 2005-2010 ................... 7 Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2005-

2010 ............................................................................................................... 7 Table 4 Sales of Consumer Electronics by Category: % Value Growth 2005-

2010 ............................................................................................................... 7 Table 5 Consumer Electronics Company Shares 2006-2010 .................................... 8 Table 6 Consumer Electronics Brand Shares 2007-2010 .......................................... 8 Table 7 Sales of Consumer Electronics by Distribution Format 2005-2010 .............. 9 Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2010-

2015 ............................................................................................................. 10 Table 9 Forecast Sales of Consumer Electronics by Category: Value 2010-

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

Growth 2010-2015 ....................................................................................... 10 Table 11 Forecast Sales of Consumer Electronics by Category: % Value

Growth 2010-2015 ....................................................................................... 10

Sources ..................................................................................................................................... 11

Summary 2 Research Sources ................................................................................ ........ 11

Consumer Electronics in the Netherlands - Company Profiles .................................................... 13 Dexcom Holdings BV in Consumer Electronics (netherlands) ..................................................... 13

Strategic Direction .......................................................................... ........................................... 13 Key Facts................................................................................................................................... 13

Summary 3 Dexcom Holdings: Key Facts ....................................................................... 13 Summary 4 Dexcom Holdings: Operational Indicators ................................................... 13

Company Background ...................................................................................... ......................... 14 Chart 1 Dexcom Holdings: Dixons in Utrecht ........................................................... 14

Internet Strategy ............................................................................. ........................................... 14 Private Label ............................................................................................................................. 15 Competitive Positioning .................................................................................... ......................... 15


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Summary 5 Dexcom Holdings: Competitive Position 2010 ............................................ 15

Media Markt BV in Consumer Electronics (netherlands) ............................................................. 15


Summary 6 Media Markt BV: Key Facts .......................................................... ............... 16 Summary 7 Media Markt BV: Operational Indicators ...................................................... 16

Company Background ...................................................................................... ......................... 16

Chart 2 Media Markt BV : Media Markt in Utrecht .................................................... 17

Internet Strategy ............................................................................. ........................................... 17 Private Label ............................................................................................................................. 18 Competitive Positioning .................................................................................... ......................... 18

Summary 8 Media Markt BV: Competitive Position 2010 ............................................... 18

Stl Group BV in Consumer Electronics (netherlands) .................................................................. 19


Summary 9 STL Group BV: Key Facts ............................................................................ 19

Company Background ...................................................................................... ......................... 19 Production ................................................................................................................................. 20

Summary 10 STL Group BV: Production Statistics 2010.................................................. 20

Competitive Positioning .................................................................................... ......................... 20

Summary 11 STL Group BV: Competitive Position 2010 ................................................. 20

Tomtom International BV in Consumer Electronics (netherlands) ............................................... 21


Summary 12 TomTom International BV: Key Facts .......................................................... 21

Company Background ...................................................................................... ......................... 21 Production ................................................................................................................................. 22

Competitive Positioning .................................................................................... ......................... 22 Summary 13 TomTom International NV: Competitive Position 2010 ............................... 22

Computers and Peripherals in the Netherlands - Category analysis ........................................... 24 Headlines ...................................................................................................................................... 24 Trends ........................................................................................................................................... 24 Competitive Landscape ................................................................................................................ 25 Prospects ...................................................................................................................................... 26 Category Data ............................................................................................................................... 27

Table 12 Sales of Computers and Peripherals by Category: Volume 2005-2010 ..... 27 Table 13 Sales of Computers and Peripherals by Category: Value 2005-2010 ........ 27 Table 14 Sales of Computers and Peripherals by Category: % Volume Growth

2005-2010 .............................................................................. ...................... 28

Table 15 Sales of Computers and Peripherals by Category: % Value Growth2005-2010 .............................................................................. ...................... 28 Table 16 Computers and Peripherals Company Shares 2006-2010 ......................... 28 Table 17 Computers and Peripherals Brand Shares 2007-2010 ............................... 29 Table 18 Sales of Computers and Peripherals by Distr bution Format 2005-

2010 ............................................................................................................. 30


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Table 19 Forecast Sales of Computers and Peripherals by Category: Volume2010-2015 .............................................................................. ...................... 30

Table 20 Forecast Sales of Computers and Peripherals by Category: Value2010-2015 .............................................................................. ...................... 31

Table 21 Forecast Sales of Computers and Peripherals by Category: %

Volume Growth 2010-2015 .......................................................................... 31 Table 22 Forecast Sales of Computers and Peripherals by Category: % Value

Growth 2010-2015 ....................................................................................... 31

In-car Entertainment in the Netherlands - Category analysis ..................................................... . 33 Headlines ...................................................................................................................................... 33 Trends ........................................................................................................................................... 33 Competitive Landscape ................................................................................................................ 34 Prospects ...................................................................................................................................... 34 Category Data ............................................................................................................................... 35

Table 23 Sales of In-car Entertainment by Category: Volume 2005-2010 ................. 35 Table 24 Sales of In-car Entertainment by Category: Value 2005-2010 .................... 35 Table 25 Sales of In-car Entertainment by Category: % Volume Growth 2005-

2010 ............................................................................................................. 35 Table 26 Sales of In-car Entertainment by Category: % Value Growth 2005-

2010 ............................................................................................................. 36 Table 27 In-car Entertainment Company Shares 2006-2010 ..................................... 36 Table 28 In-car Entertainment Brand Shares 2007-2010 ........................................... 36 Table 29 Sales of In-car Entertainment by Distribution Format 2005-2010 ............... 37 Table 30 Forecast Sales of In-car Entertainment by Category: Volume 2010-

2015 ............................................................................................................. 37 Table 31 Forecast Sales of In-car Entertainment by Category: Value 2010-2015 .... 38 Table 32 Forecast Sales of In-car Entertainment by Category: % Volume

Growth 2010-2015 ....................................................................................... 38 Table 33 Forecast Sales of In-car Entertainment by Category: % Value Growth

2010-2015 ..................................................................................... ............... 38

Home Audio and Cinema in the Netherlands - Category analysis ............................................... 39 Headlines ...................................................................................................................................... 39 Trends ........................................................................................................................................... 39 Competitive Landscape ................................................................................................................ 40 Prospects ...................................................................................................................................... 40 Category Data ............................................................................................................................... 41

Table 34 Sales of Home Audio and Cinema by Category: Volume 2005-2010 ......... 41 Table 35 Sales of Home Audio and Cinema by Category: Value 2005-2010 ............ 41 Table 36 Sales of Home Audio and Cinema by Category: % Volume Growth

2005-2010 .............................................................................. ...................... 41 Table 37 Sales of Home Audio and Cinema by Category: % Value Growth

2005-2010 .............................................................................. ...................... 42 Table 38 Home Audio and Cinema Company Shares 2006-2010 ............................. 42

Table 39 Home Audio and Cinema Brand Shares 2007-2010 ................................... 42 Table 40 Sales of Home Audio and Cinema by Distribution Format 2005-2010 ....... 43 Table 41 Forecast Sales of Home Audio and Cinema by Category: Volume

2010-2015 .............................................................................. ...................... 43 Table 42 Forecast Sales of Home Audio and Cinema by Category: Value 2010-

2015 ............................................................................................................. 44


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Table 43 Forecast Sales of Home Audio and Cinema by Category: % VolumeGrowth 2010-2015 ....................................................................................... 44

Table 44 Forecast Sales of Home Audio and Cinema by Category: % ValueGrowth 2010-2015 ....................................................................................... 44

Televisions and Projectors in the Netherlands - Category analysis ............................................. 46

Headlines ...................................................................................................................................... 46 Trends ........................................................................................................................................... 46 Competitive Landscape ................................................................................................................ 47 Prospects ...................................................................................................................................... 48 Category Data ............................................................................................................................... 49

Table 45 Sales of Televisions and Projectors by Category: Volume 2005-2010 ....... 49 Table 46 Sales of Televisions and Projectors by Category: Value 2005-2010 .......... 49 Table 47 Sales of Televisions and Projectors by Category: % Volume Growth

2005-2010 .............................................................................. ...................... 49 Table 48 Sales of Televisions and Projectors by Category: % Value Growth

2005-2010 .............................................................................. ...................... 50 Table 49 Sales of LCD TVs by Type 2009-2010 ........................................................ 50 Table 50 Sales of Plasma TVs by Type 2009-2010 ................................................... 50 Table 51 Televisions and Projectors Company Shares 2006-2010 ........................... 51 Table 52 Televisions and Projectors Brand Shares 2007-2010 ................................. 51 Table 53 Sales of Televisions and Projectors by Distribution Format 2005-2010 ..... 52 Table 54 Forecast Sales of Televisions and Projectors by Category: Volume

2010-2015 .............................................................................. ...................... 52 Table 55 Forecast Sales of Televisions and Projectors by Category: Value

2010-2015 .............................................................................. ...................... 53 Table 56 Forecast Sales of Televisions and Projectors by Category: % Volume

Growth 2010-2015 ....................................................................................... 53 Table 57 Forecast Sales of Televisions and Projectors by Category: % Value

Growth 2010-2015 ....................................................................................... 53

Video Players in the Netherlands - Category analysis ................................................................. 55


Table 58 Sales of Video Players by Category: Volume 2005-2010 ........................... 57 Table 59 Sales of Video Players by Category: Value 2005-2010 .............................. 57 Table 60 Sales of Video Players by Category: % Volume Growth 2005-2010 .......... 58 Table 61 Sales of Video Players by Category: % Value Growth 2005-2010 ............. 58 Table 62 Video Players Company Shares 2006-2010 ............................................... 58 Table 63 Video Players Brand Shares 2007-2010 ..................................................... 58 Table 64 Sales of Video Players by Distribution Format 2005-2010 .......................... 59 Table 65 Forecast Sales of Video Players by Category: Volume 2010-2015 ............ 59

Table 66 Forecast Sales of Video Players by Category: Value 2010-2015 ............... 60 Table 67 Forecast Sales of Video Players by Category: % Volume Growth

2010-2015 .............................................................................. ...................... 60 Table 68 Forecast Sales of Video Players by Category: % Value Growth 2010-

2015 ............................................................................................................. 60

Cameras in the Netherlands - Category analysis ......................................................................... 61


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Table 69 Sales of Cameras by Category: Volume 2005-2010 ................................... 63 Table 70 Sales of Cameras by Category: Value 2005-2010 ...................................... 64 Table 71 Sales of Cameras by Category: % Volume Growth 2005-2010 .................. 64 Table 72 Sales of Cameras by Category: % Value Growth 2005-2010 ..................... 64 Table 73 Cameras Company Shares 2006-2010 ....................................................... 64 Table 74 Cameras Brand Shares 2007-2010 ............................................................. 65 Table 75 Sales of Cameras by Distribution Format 2005-2010 ................................. 65 Table 76 Forecast Sales of Cameras by Category: Volume 2010-2015 .................... 66 Table 77 Forecast Sales of Cameras by Category: Value 2010-2015 ....................... 66 Table 78 Forecast Sales of Cameras by Category: % Volume Growth 2010-

2015 ............................................................................................................. 66 Table 79 Forecast Sales of Cameras by Category: % Value Growth 2010-2015 ...... 66

Camcorders in the Netherlands - Category analysis .................................................................... 67


Table 80 Sales of Camcorders by Category: Volume 2005-2010 .............................. 69 Table 81 Sales of Camcorders by Category: Value 2005-2010 ................................. 69 Table 82 Sales of Camcorders by Category: % Volume Growth 2005-2010 ............. 70 Table 83 Sales of Camcorders by Category: % Value Growth 2005-2010 ................ 70 Table 84 Camcorders Company Shares 2006-2010 .................................................. 70 Table 85 Camcorders Brand Shares 2007-2010 ........................................................ 70 Table 86 Sales of Camcorders by Distr bution Format 2005-2010 ............................ 71 Table 87 Forecast Sales of Camcorders by Category: Volume 2010-2015 ............... 71

Table 88 Forecast Sales of Camcorders by Category: Value 2010-2015 .................. 71 Table 89 Forecast Sales of Camcorders by Category: % Volume Growth 2010-

2015 ............................................................................................................. 72 Table 90 Forecast Sales of Camcorders by Category: % Value Growth 2010-

2015 ............................................................................................................. 72

Portable Media Players in the Netherlands - Category analysis .................................................. 73


Table 91 Sales of Portable Media Players by Category: Volume 2005-2010 ............ 75

Table 92 Sales of Portable Media Players by Category: Value 2005-2010 ............... 76 Table 93 Sales of Portable Media Players by Category: % Volume Growth2005-2010 .............................................................................. ...................... 76

Table 94 Sales of Portable Media Players by Category: % Value Growth 2005-2010 ............................................................................................................. 76

Table 95 Portable Media Players Company Shares 2006-2010 ................................ 76


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Table 96 Portable Media Players Brand Shares 2007-2010 ...................................... 77 Table 97 Sales of Portable Media Players by Distribution Format 2005-2010 .......... 77 Table 98 Forecast Sales of Portable Media Players by Category: Volume 2010-

2015 ............................................................................................................. 78 Table 99 Forecast Sales of Portable Media Players by Category: Value 2010-

2015 ............................................................................................................. 78 Table 100 Forecast Sales of Portable Media Players by Category: % Volume

Growth 2010-2015 ....................................................................................... 78 Table 101 Forecast Sales of Portable Media Players by Category: % Value

Growth 2010-2015 ....................................................................................... 79

Mobile Phones in the Netherlands - Category analysis ............................................................... 80 Headlines ...................................................................................................................................... 80 Trends ........................................................................................................................................... 80 Competitive Landscape ................................................................................................................ 81 Prospects ...................................................................................................................................... 82 Category Data ............................................................................................................................... 83

Table 102 Sales of Mobile Phones: Volume 2005-2010 .............................................. 83 Table 103 Sales of Mobile Phones: Value 2005-2010 ................................................. 83 Table 104 Sales of Mobile Phones: % Volume Growth 2005-2010 ............................. 83 Table 105 Sales of Mobile Phones: % Value Growth 2005-2010 ................................ 83 Table 106 Mobile Phones Company Shares 2006-2010 .............................................. 84 Table 107 Mobile Phones Brand Shares 2007-2010 .................................................... 84 Table 108 Sales of Mobile Phones by Distribution Format 2005-2010 ........................ 84 Table 109 Forecast Sales of Mobile Phones: Volume 2010-2015 ............................... 85 Table 110 Forecast Sales of Mobile Phones: Value 2010-2015 .................................. 85 Table 111 Forecast Sales of Mobile Phones: % Volume Growth 2010-2015 .............. 85 Table 112 Forecast Sales of Mobile Phones: % Value Growth 2010-2015 ................. 86


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CONSUMER ELECTRONICS IN THENETHERLANDS - INDUSTRY

OVERVIEWEXECUTIVE SUMMARY

Frugal Consumers Hinder Sales Growth

Consumer 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 products

to offer a genuine innovation. Sales were further impacted by consumers’ economic concerns

towards the end of the review period, as a result of the economic downturn.

2010 Sees Sales Recover

However, 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 notably

returned to real GDP growth in 2010, which alleviated consumers’ economic concerns to an

extent. 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 in

televisions 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 experience

during the contest.

Leading Multinationals Further Gain Share

Consumer 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 “other”

portable computers in 2010.

Internet Retailing Benefits From Bargain Hunters

Internet 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 in

payment 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 of

internet retailing players also boosted sales, with electronics and appliance specialist retailers

such as Media Markt entering internet retailing in 2010. Electronics and appliance specialist

retailers increasingly regard internet retailing as a complement to their store-based retailing

operations, 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.


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Slow Growth Ahead As Consumers Update Consumer Electronics

Consumer 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. There

is expected to be an ongoing shift towards 3D and internet enabled TV, for example, and strong

growth 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 consumers’frugality, particularly in the wake of the economic downturn, and by maturity in many product

areas.

KEY TRENDS AND DEVELOPMENTS

Economic Performance

Current Impact

Outlook

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Future Impact

New Generation Products Attract Consumers

Current Impact






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Outlook

Future Impact

Internet Retailing Fuels Growth and Demand

Current Impact






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Outlook

Future Impact

Specialist Retailers

Current Impact







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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

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

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

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

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

Data removed from sample





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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





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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




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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




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

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





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Company Background

Dexcom Holdings was established in 2006 in order to acquire two electronic specialist

retailers: Dixons and Dynabyte, from Royal Vendex KBB.

The company is solely focused on electronics and appliance specialist retailers. Dixons

concentrates on consumer electronics, including computers and projectors, home audio and

cinema and portable consumer electronics. Dynabyte meanwhile focuses on computers and

peripherals. Prior to 2010, the company also operated the T for Telecom chain. However, this

chain was closed in 2010 as it sought to focus on its key Dixons and Dynabyte chains.

By the end of the review period, Dixons operated 182 outlets throughout the Netherlands

while Dynabyte has 45 outlets.

In 2009, Dexcom Holdings reached an agreement with the Vroom & Dreesmann chain of

department stores. This saw Dixons begin to operate as a concession in the chain’s

electronics and appliances department.

In July 2011, it was announced that both Dixons and Dynabyte would be acquired by BAS

Group. BAS Group is known for operating MyCom in electronics and appliance specialist

retailers in the Netherlands. By 2010, there were 26 MyCom stores throughout the

Netherlands.

Chart 1 Dexcom Holdings: Dixons in Utrecht

Source: Euromonitor International

Internet Strategy


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Chart 2 Media Markt BV : Media Markt in Utrecht

Source: Euromonitor International

Internet Strategy




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COMPUTERS AND PERIPHERALS INTHE NETHERLANDS - CATEGORY

ANALYSIS

HEADLINES

3% volume and current value decline from 2009 to reach 3.8 million units and €1.5 billion in

2010

Economic downturn hits sales

Portable computers sees strongest volume growth of 7% in 2010

Hewlett-Packard loses four percentage points but retains lead with 18% volume share in 2010

while second-ranked Apple gains six percentage points to account for 11% share

2% volume decline and 12% constant value growth expected for forecast period

TRENDS

Total volume sales of computers and peripherals decreased in volume by 3% in 2010 over the

previous year. The challenging economic situation in the Netherlands towards the end of the

review period resulted in many consumers postponing major purchases such as computers.

The replacement cycle for computers, which had been steadily declining, thus rose by a

month in 2010 to 30 months. The sharpest declines were seen for the most expensive product

areas, with desktops declining by 28% in volume terms in the year and laptops dropping by

7%. These products together accounted for 50% of unit volume in overall computers and

peripherals in 2010 and thus shaped overall sales performance.

There continued to be strong demand for low range computers that fit the needs of the

mainstream population, however. Portable computers were thus the big category winner in2010, seeing volume growth of 7% to reach 1.9 million units. In addition, the economic

downturn encouraged the entrance of tablets into the homes of many forward-thinking

consumers.

The launch of Apple’s iPad particularly attracted many consumers to tablets. Consumer

attention was first roused by the media fuss associated with the launch of the iPad in the US.

The iPad then became available in the Netherlands in March 2010, appearing first via online

US retailers before Dutch Apple stores received sufficient stock to serve consumers without a

waiting list.

Tablets’ emergence created growing competition for larger product formats, with these

products reaching 280,000 units or 8% of overall unit volume in 2010. Tablets particularly

competed with netbooks, which thus saw a sharp 15% volume decline in the year, despite

having emerged only in 2007 and seeing a dynamic 50% growth in 2009. Netbooks previously

had a strong appeal to Dutch consumers, especially those commuting frequently via trainsand planes. Due to their easy-to-carry size, netbooks also proved popular with Dutch cyclists,

being almost invisible in their bags. However, the smaller size of tablets resulted in many

switching to these even more compact products at the end of the review period.

There was 1% decline in constant value unit price for overall computers and peripherals in

2010 over the previous year. However, these products saw a mixed unit price performance.


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Desktops for example saw 9% constant value unit price decline as players sought to improve

poor volume sales. Peripherals also benefited from price promotions in 2010, as players

sought to maintain sales during the economic downturn, thus seeing 8% decline. In contrast,

laptops saw 4% growth in constant value unit price, with this linked to increasing functionality.

Consumers became increasingly focused on mobility during the review period. This resulted

in a shift towards laptops, tablets and other portable computers and in erosion in sales ofdesktops in 2010. Desktops in its traditional format, a big box positioned under desks, is

doomed to disappear in the long-term, being replaced by a generation of mobile machines.

Volume sales of peripherals declined by 1% in 2010 over the previous year. Consumers

typically relied upon the peripherals they already had towards the end of the review period as

a result of the economic downturn, rather than upgrading. Volume sales of monitors notably

dropped by 5% in 2010 over the previous year, with this also linked to a shift towards portable

computers with integrated screens. Consumers who did buy new monitors however typically

based their choices on the use of LCD technology and on energy-efficiency.

COMPETITIVE LANDSCAPE

Hewlett-Packard is the leading player in computers and peripherals and accounted for 18%

volume share in 2010. The company has held the leadership for more than 10 years,benefiting from a strong reputation for quality and its wide range. Hewlett-Packard is strong in

both computers and peripherals, with 15% and 25% volume share respectively.

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PROSPECTS

Internet retailing is expected to see further growth during the forecast period and could well

account for 25% of overall volume sales by the end of the forecast period. Online shopping for

computers and peripherals is increasingly popular, due to a proliferation in the number of

online retailers and growing consumer trust in this channel. Online shopping will meanwhile

reshape manufacturers’ sales strategy during the forecast period, with many players

rethinking their sometimes exclusive relationships with retailers as a result. In reflection of the

growing use of social networking sites, social media will increasingly be used as a sales tool.




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CATEGORY DATA

Table 1 Sales of Computers and Peripherals by Category: Volume 2005-2010

'000 units2005 2006 2007 2008 2009 2010

Computers- Desktops- Portable Computers-- Laptops-- Netbooks-- Tablets and Other

Portable ComputersPeripherals- Monitors- Printers

- Other ComputerPeripherals

Computers and Peripherals


Table 2 Sales of Computers and Peripherals by Category: Value 2005-2010

EUR million2005 2006 2007 2008 2009 2010

Computers- Desktops- Portable Computers

-- Laptops-- Netbooks-- Tablets and Other

Portable ComputersPeripherals- Monitors- Printers





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- Other ComputerPeripherals

Computers and Peripherals


Table 3 Sales of Computers and Peripherals by Category: % Volume Growth 2005-2010


Computers- Desktops- Portable Computers-- Laptops-- Netbooks-- Tablets and Other Portable ComputersPeripherals- Monitors

- Printers- Other Computer PeripheralsComputers and Peripherals


Table 4 Sales of Computers and Peripherals by Category: % Value Growth 2005-2010

% current value growth2009/10 2005-10 CAGR 2005/10 Total


-- Laptops-- Netbooks-- Tablets and Other Portable ComputersPeripherals- Monitors- Printers- Other Computer PeripheralsComputers and Peripherals 2.6 0.9 .6


Table 5 Computers and Peripherals Company Shares 2006-2010

% retail volume

Company 2006 2007 2008 2009 2010






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Total 100.0 100.0 100.0 100.0 100.0


Table 6 Computers and Peripherals Brand Shares 2007-2010





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Total 100.0 100.0 100.0 100.0


Table 7 Sales of Computers and Peripherals by Distribution Format 2005-2010

% retail volume2005 2006 2007 2008 2009 2010




retailingNon-Store Retailing- Direct Selling- Homeshopping- Internet RetailingTotal 100.0 100.0 100.0 100.0 100.0 100.0


Table 8 Forecast Sales of Computers and Peripherals by Category: Volume 2010-2015

'000 units2010 2011 2012 2013 2014 2015

Computers- Desktops- Portable Computers-- Laptops





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-- Netbooks-- Tablets and Other

Portable ComputersPeripherals- Monitors- Printers- Other Computer

PeripheralsComputers and Peripherals


Table 9 Forecast Sales of Computers and Peripherals by Category: Value 2010-2015

EUR million2010 2011 2012 2013 2014 2015


-- Laptops-- Netbooks-- Tablets and Other

Portable ComputersPeripherals- Monitors- Printers- Other Computer

PeripheralsComputers and Peripherals , , , ,


Table 10 Forecast Sales of Computers and Peripherals by Category: % Volume Growth

2010-2015


Computers- Desktops- Portable Computers-- Laptops-- Netbooks-- Tablets and Other Portable ComputersPeripherals- Monitors- Printers- Other Computer PeripheralsComputers and Peripherals


Table 11 Forecast Sales of Computers and Peripherals by Category: % Value Growth2010-2015





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Computers- Desktops

- Portable Computers-- Laptops-- Netbooks-- Tablets and Other Portable ComputersPeripherals- Monitors- Printers- Other Computer PeripheralsComputers and Peripherals




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IN-CAR ENTERTAINMENT IN THENETHERLANDS - CATEGORY

ANALYSIS

HEADLINES

2% volume growth and 1% current value decline from 2009 to reach 2.1 million units and

€448 million in 2010

Demand for connectivity and accurate navigation drives growth

In-car navigation sees strongest volume growth of 6% in 2010

TomTom International extends lead by almost three percentage points to reach 38% volume

share in 2010

40% volume decline and 66% constant value decline expected over the forecast period

TRENDS

Demand for in-car entertainment in 2010 was boosted by consumers’ desire for connectivity.

Consumers are increasingly seeking products that offer connectivity with smartphones, a

Bluetooth interface or that utilise connectivity to ensure accurate route information. There was

also a growing demand for multifunctional appliances, such as in-dash video players that also

offer navigation.

In-car entertainment saw 2% overall unit volume growth in 2010 over the previous year, with

this representing a drop in comparison to the review period CAGR of 12%. Slower growth was

due to rising maturity in in-car navigation. This product area continued to see healthy volume

growth of 6% in 2010 over the previous year. However, this growth rate represented a marked

drop from the review period CAGR of 49%, with growth slowing as household penetrationrose.

There was a marked decline in many product areas in 2010 over the previous year. In-dash

audio players, in-car speakers and “other” in-car entertainment saw volume sales decline by

4%, 8% and 12% respectively in the year. This was due to consumers switching to multimedia

in-dash video players. Manufacturers focused on incorporating VGA displays and Bluetooth

functionality in in-dash audio but this did little to stem the shift, particularly due to growing

interest in in-dash video players with external navigation systems.

Volume sales of in-car navigation grew by 6% in 2010 over the previous year. A growth in car

sales created opportunities for stronger sales of in-car navigation. The ongoing decline in unit

price seen for in-car navigation also supported stronger sales, as did manufacturers’

promotional packages for these products.

Constant value unit price continued to decline for in-car entertainment in 2010, with an overall

drop of 5%. Most product areas saw price decline. However, in-car navigation showed the

sharpest decrease in constant value unit price followed by in-dash audio players, at 7% and

4% respectively. There was growing price pressure for in-car navigation due to strong

competition from smartphones with navigation facilities. In-dash audio players is meanwhile a

mature product category, with players thus using price promotions as they sought to boost

sales.


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TomTom International remained the leading player in in-car entertainment in 2010 and

accounted for a strong 38% volume share. The company benefits strongly from its Dutchorigins, which greatly appeal to many consumers, while brand recognition for TomTom is

almost 100%. In the Netherlands, the brand name is frequently used as a synonym for in-car

navigation. The company dominates in-car navigation and accounted for 53% volume share in

2010.

PROSPECTS

There is expected to be an ongoing rise in car ownership during the forecast period. The

household penetration of passenger cars is expected to rise to above 80% by 2015, up from

below 79% in 2010. This trend will offer further opportunities for players in in-car

entertainment to grow sales. Growth is also expected to be underpinned by growing

consumer demand for connectivity and multimedia products, particularly in-dash video players

with navigation systems.




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CATEGORY DATA

Table 1 Sales of In-car Entertainment by Category: Volume 2005-2010

'000 units2005 2006 2007 2008 2009 2010

In-Dash Media PlayersIn-Car NavigationIn-Car SpeakersOther In-Car

EntertainmentIn-Car Entertainment


Table 2 Sales of In-car Entertainment by Category: 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 In-car Entertainment by Category: % Volume Growth 2005-2010






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In-Dash Media PlayersIn-Car NavigationIn-Car SpeakersOther In-Car EntertainmentIn-Car Entertainment


Table 4 Sales of In-car Entertainment by Category: % Value Growth 2005-2010





Table 5 In-car Entertainment Company Shares 2006-2010


Total 100.0 100.0 100.0 100.0 100.0


Table 6 In-car Entertainment Brand Shares 2007-2010

% retail volume





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Brand Company 2007 2008 2009 2010

Total 100.0 100.0 100.0 100.0


Table 7 Sales of In-car Entertainment by Distr bution Format 2005-2010

% retail volume2005 2006 2007 2008 2009 2010

Store-Based Retailing- Grocery Retailers- - Discounters- - Hypermarkets

- - Supermarkets- Non-Grocery Retailers- - Electronics and



retailingNon-Store Retailing- Direct Selling- Homeshopping- Internet RetailingTotal 100.0 100.0 100.0 100.0 100.0 100.0


Table 8 Forecast Sales of In-car Entertainment by Category: Volume 2010-2015

'000 units2010 2011 2012 2013 2014 2015




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EntertainmentIn-Car Entertainment , , , , , ,


Table 9 Forecast Sales of In-car Entertainment by Category: Value 2010-2015

EUR million2010 2011 2012 2013 2014 2015




Table 10 Forecast Sales of In-car Entertainment by Category: % Volume Growth 2010-2015




Table 11 Forecast Sales of In-car Entertainment by Category: % Value Growth 2010-2015









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HOME AUDIO AND CINEMA IN THENETHERLANDS - CATEGORY

ANALYSIS

HEADLINES

2% volume decline and 9% current value growth from 2009 to reach 1.0 million units and


Home cinema and speaker systems benefit from focus on staying in

Digital media player docks sees strongest volume growth of 12% in 2010

Koninklijke Philips Electronics retains steady lead with 21% volume share in 2010

7% volume decline and 37% constant value decline expected for forecast period

TRENDS

The economic downturn resulted in many consumers opting to socialise more at home, both

with their families and friends. Consequently, this trend convinced some consumers that an

investment in home cinema and speaker systems is worthwhile as they sought to recreate a

cinema experience at home. Home cinema and speaker systems thus saw 2% volume growth

in 2010 over the previous year and rose to account for 29% unit volume share in overall home

audio and cinema.

Overall home audio and cinema volume sales declined by 2% in 2010 over the previous year,

with this largely in line with the review period CAGR. Growth continued to be dampened by

the economic downturn at the end of the review period, with many consumers being reluctant

to invest in these major purchases as a result. The average replacement cycle consequently

increased in 2010 over the previous year, rising by two months from 2009 to reach 45months. However, the sales performance seen in 2010 improved in comparison to the 8%

decline seen in 2009 when economic uncertainty was at its height.

Digital media player docks saw the strongest growth in 2010 over the previous year, with

sales rising by an impressive 12% in volume terms. Strong growth was partly linked to a low

sales base and these products’ recent entry, with these products first being launched in 2007.

Growth was underpinned by the growing popularity of smartphones and tablets, especially the

iPad.

Speakers saw the sharpest volume decline in 2010 over the previous year, with sales

dropping by 8%. This was due to the economic downturn and a lack of significant innovation

in speakers. Consequently, consumers opted to continue using existing speakers rather than

investing in new purchases in the last two years of the review period.

There was a sharp 10% rise in constant value unit price for home audio and cinema in 2010

over the previous year, despite the economic downturn and a declining unit price in many

product areas. This was chiefly due to the rising share of home cinema and speaker systems,

which has a higher than average price. There was also a sharp rise in the unit price of

speakers, as those that did buy these products opted for high quality products that they

believed would last.


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Internet retailing was one of the few product areas to see volume sales growth in home audio

and cinema in 2010, with a rise of 4%. This was due to rapid expansion in the number of

major retailers operating in this channel. Media Markt for example opened an online store in

the Netherlands for home electronics, software and films in March 2010.


Koninkl jke Philips Electronics is the leading player in home audio and cinema, with this

company accounting for 21% volume share in 2010. The company has held the leadership for

more than 10 years, partly thanks to its Dutch roots. The company’s Philips brand offers a

wide range of products and is generally viewed as offering high quality and durable products.

PROSPECTS

Home cinema and speaker systems is expected to continue to drive growth during the

forecast period, benefiting from consumers’ desire to recreate a cinema experience in their

own home and by the widening range of Blu-ray systems on offer. Consumers will also be

attracted by the convenience of these products, which remove the need to purchase audio

separates or speakers separately. A shift towards complete systems will however result in

decline in many other areas, with audio separates for example set to see 43% volume decline

during the forecast period and speakers set to see 21% decline.




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CATEGORY DATA

Table 1 Sales of Home Audio and Cinema by Category: Volume 2005-2010

'000 units2005 2006 2007 2008 2009 2010

Audio SeparatesDigital Media Player

DocksHi-Fi SystemsHome Cinema and Speaker

SystemsSpeakersOther Home Audio and

CinemaHome Audio and Cinema


Table 2 Sales of Home Audio and Cinema by Category: Value 2005-2010

EUR million

2005 2006 2007 2008 2009 2010






Table 3 Sales of Home Audio and Cinema by Category: % Volume Growth 2005-2010


Audio Separates






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Digital Media Player DocksHi-Fi SystemsHome Cinema and Speaker SystemsSpeakersOther Home Audio and CinemaHome Audio and Cinema


Table 4 Sales of Home Audio and Cinema by Category: % Value Growth 2005-2010


Audio SeparatesDigital Media Player DocksHi-Fi SystemsHome Cinema and Speaker SystemsSpeakersOther Home Audio and Cinema

Home Audio and Cinema 9. 0.8 .1Source: Euromonitor International from official statistics, trade associations, trade press, company research,


Table 5 Home Audio and Cinema Company Shares 2006-2010


Total 100.0 100.0 100.0 100.0 100.0


Table 6 Home Audio and Cinema Brand Shares 2007-2010







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Total 100.0 100.0 100.0 100.0


Table 7 Sales of Home Audio and Cinema by Distribution Format 2005-2010

% retail volume2005 2006 2007 2008 2009 2010




retailing

Non-Store Retailing- Direct Selling- Homeshopping- Internet RetailingTotal 100.0 100.0 100.0 100.0 100.0 100.0


Table 8 Forecast Sales of Home Audio and Cinema by Category: Volume 2010-2015

'000 units2010 2011 2012 2013 2014 2015

Audio Separates

Digital Media PlayerDocks

Hi-Fi SystemsHome Cinema and Speaker






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Table 9 Forecast Sales of Home Audio and Cinema by Category: Value 2010-2015

EUR million2010 2011 2012 2013 2014 2015






Table 10 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth2010-2015


Audio SeparatesDigital Media Player DocksHi-Fi SystemsHome Cinema and Speaker SystemsSpeakers

Other Home Audio and CinemaHome Audio and Cinema


Table 11 Forecast Sales of Home Audio and Cinema by Category: % Value Growth2010-2015


Audio SeparatesDigital Media Player DocksHi-Fi Systems

Home Cinema and Speaker SystemsSpeakersOther Home Audio and CinemaHome Audio and Cinema







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TELEVISIONS AND PROJECTORS INTHE NETHERLANDS - CATEGORY

ANALYSIS

HEADLINES

Marginal volume growth and 6% current value decline from 2009 to reach 1.3 million units and


Football World Cup drives TV sales in 2010

Converters, decoders and receivers sees strongest volume growth of 11% in 2010

Koninkl jke Philips Electronics loses share marginally but retains lead with 24% volume share

in 2010

4% volume decline and 26% constant value decline expected for forecast period

TRENDS

The 2010 Football World Cup in South Africa encouraged many Dutch consumers to invest in

upgrading their televisions and projectors, in order to enjoy optimum viewing of matches with

family and friends. This trend was further encouraged by consumers opting to spend more

time at home in the latter years of the review period, in response to rising economic

uncertainty. The strong performance of the Dutch football team also fuelled consumers’

enthusiasm, with the team making it to the final before being beaten by Spain. Consequently,

many consumers traded up to plasma or LCD TVs, invested in projectors or simply upgraded

to digital TV from analogue. Sales were also boosted by demand for larger screen sizes, with

an estimated 32% of televisions sold in 2010 exceeding 50 inches.

Televisions and projectors suffered a marked volume decline throughout most of the reviewperiod, with a CAGR of -5%. The high price of these products results in consumers replacing

them infrequently, with this resulting in a long replacement cycle of 48 months in 2010.

However, overall unit volume saw a marginal growth in 2010 over the previous year, with the

2010 Football World Cup encouraging many to invest in new and upgraded products.

Converters, decoders and receivers saw the strongest growth in volume sales in 2010 over

the previous year, with sales rising by an impressive 11%. Growth was due to strong

promotion for digital TV by the leading Dutch cable TV providers in the last two years of the

review period. Leading providers such as Ziggo and Home launched joint sales promotions

with electronics and appliance specialist retailers such as Media Markt, offering discounts on

converters. Sales were also strong due to consumers’ desire to minimise spending, with many

opting for a digital converter rather than a new television in order to save money.

The digital switchover also supported sales towards the end of the review period. Analogue

TVs finally dropped to insignificant sales levels in the year, falling from 17,000 units sold in2009. Digital TVs meanwhile saw 2% volume growth in the year, rising to account for 1.2

million units or 92% of unit volume within overall televisions and projectors.

Within digital TVs, plasma TVs saw the strongest performance, growing volume sales by 8%

in 2010 over the previous year. This strong growth was due to growing interest in 3D TVs. 3D-

enabled full HD gained a significant presence for the first time in 2010, accounting for 9% of


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volume sales in this product area. Growth in this area was not only encouraged by widening

availability but also by the large number of 3D films released in recent years such as Avatar in

2009 and Alice in Wonderland in 2010.

LCD TVs also saw the emergence of 3D-enabled full HD products in 2010, although 3D

remained less significant in this product area with a volume share of 1%. LCD TVs have a

considerably lower price in comparison to plasma TVs and consumers buying into 3D weretypically those willing to invest more for plasma. There was however growing interest in high-

quality LED screens towards the end of the review period, with these products tripling their

volume share in 2010 over the previous year to account for 3%.


Koninkl jke Philips Electronics was the leading player in televisions and projectors in 2010,

accounting for 24% volume share. The company is particularly strong in LCD TVs, where it

accounted for 28% share in 2010. Koninklijke Philips Electronics however lost share

marginally in 2010 over the previous year, facing growing competition from its close

competitors, Panasonic and Sony. Koninkl jke Philips Electronics suffered from its lack of

presence in dynamic product area plasma TVs, which i t exited in 2008.




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PROSPECTS

The slight volume growth seen in 2010 was linked to short-term events, notably the FIFA

World Cup, the digital switchover and the emergence of 3D TV. Consequently, growth will be

difficult to sustain during the forecast period. In 2011, plasma TV sales are expected to drop

by 6%, for example, following on from 8% growth in 2010, while LCD TVs will decline by 1%.

Many Dutch consumers invested in these products in 2010 and their replacement cycle is

expected to remain long.




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CATEGORY DATA

Table 1 Sales of Televisions and Projectors by Category: Volume 2005-2010

'000 units2005 2006 2007 2008 2009 2010

Converters, Decodersand Receivers

ProjectorsTelevisions

- Analogue TVs- Digital TVs-- LCD TVs-- OLED TVs-- Plasma TVs-- Other Digital TVsTV CombisTelevisions and

Projectors


Table 2 Sales of Televisions and Projectors by Category: Value 2005-2010

EUR million2005 2006 2007 2008 2009 2010

Converters, Decodersand Receivers

ProjectorsTelevisions- Analogue TVs- Digital TVs-- LCD TVs-- OLED TVs-- Plasma TVs-- Other Digital TVsTV CombisTelevisions and

Projectors


Table 3 Sales of Televisions and Projectors by Category: % Volume Growth 2005-2010





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Converters, Decoders and ReceiversProjectors

Televisions- Analogue TVs- Digital TVs-- LCD TVs-- OLED TVs-- Plasma TVs-- Other Digital TVsTV CombisTelevisions and Projectors


Table 4 Sales of Televisions and Projectors by Category: % Value Growth 2005-2010


Converters, Decoders and ReceiversProjectorsTelevisions- Analogue TVs- Digital TVs-- LCD TVs-- OLED TVs-- Plasma TVs-- Other Digital TVsTV CombisTelevisions and Projectors


sample report consumer electronics final

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