Table of Contents
Consumer Electronics in France - Industry Overview
EXECUTIVE SUMMARY
A return to growth in 2010
Price erosion leads to well-equipped French households
Mobile internet revolution on the way
French consumers keen on mobility
5.
KEY TRENDS AND DEVELOPMENTS
French economy declines in 2009 but shows improvement in 2010
Mobility and connectivity are key drivers
Rapid growth of tablets
The controversial HADOPI law
Electronics and specialist retailers lead multichannel development
Summary 1 Leading Specialist Retailers 2010
MARKET DATA
Table 1 Sales of Consumer Electronics by Category: Volume 2005-2010
Table 2 Sales of Consumer Electronics by Category: Value 2005-2010
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2005-2010
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2005-2010
Table 5 Consumer Electronics Company Shares 2006-2010
Table 6 Consumer Electronics Brand Shares 2007-2010
Table 7 Sales of Consumer Electronics by Distribution Format 2005-2010
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2010-2015
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2010-2015
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2010-2015
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2010-2015
DEFINITIONS
SOURCES
Summary 2 Research Sources
Consumer Electronics in France - Company Profiles
Archos SA in Consumer Electronics (France)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Archos SA: Competitive Position 2010
Boulanger SA in Consumer Electronics (France)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
INTERNET STRATEGY
PRIVATE LABEL
Summary 8 Boulanger SA: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 9 Boulanger SA: Competitive Position 2010
Etablissements Darty et Fils SA1 in Consumer Electronics (France)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
INTERNET STRATEGY
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 12 Darty SA: Competitive Position 2010
Parrot SA in Consumer Electronics (France)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Camcorders in France - Category Analysis
HEADLINES
TRENDS
Pocket HD camcorders are booming in France. In 2010, it represented 40% of the total sales of camcorders in France. Cisco was a pioneer in this field with the launch of the Flip camera in 2009. Most manufacturers ie JVC, Kodak, Sony, Toshiba and Samsung subsequently entered the market. Popular because of their compact size, these devices offer new features like Full HD and 3D, waterproof system, sharing videos online and panoramic video. If these mini-cameras can boost volume, the low price of between €100-200 will increase the decline in value. Prices of camcorders already declined significantly in 2010.
COMPETITIVE LANDSCAPE
The leader of digital camcorders is Sony France with 24% volume share in 2010, while in HD camcorders, Cisco Systems held a 64% volume share thanks to the high popularity of its pocket camcorder Flip. Sony is popular due to the very good price-quality ratio of its model.
PROSPECTS
Digital camcorders is expected to exit camcorders in 2013, to be replaced by HD camcorders. However, as HD camcorders will become a common product, constant value and volume sales are expected to decrease to reach €96 million and 395,000 units in 2015.
CATEGORY DATA
Table 12 Sales of Cameras by Category: Volume 2005-2010
Table 13 Sales of Cameras by Category: Value 2005-2010
Table 14 Sales of Cameras by Category: % Volume Growth 2005-2010
Table 15 Sales of Cameras by Category: % Value Growth 2005-2010
Table 16 Cameras Company Shares 2006-2010
Table 17 Cameras Brand Shares 2007-2010
Table 18 Sales of Cameras by Distribution Format 2005-2010
Table 19 Forecast Sales of Cameras by Category: Volume 2010-2015
Table 20 Forecast Sales of Cameras by Category: Value 2010-2015
Table 21 Forecast Sales of Cameras by Category: % Volume Growth 2010-2015
Table 22 Forecast Sales of Cameras by Category: % Value Growth 2010-2015
Cameras in France - Category Analysis
HEADLINES
TRENDS
Between compact and SLR cameras, the new hybrid models with interchangeable lenses had a promising start, while bridge cameras (fixed objects but powerful zoom) shrank. The hybrid camera entered French cameras in July 2010 and rejuvenated it. Consumers continued to use cameras for better quality or for occasions such as travelling or capturing special moments.
COMPETITIVE LANDSCAPE
In 2010, Nikon France led with its new best-seller, the Nikon Coolpix S3000. Its keys to success were innovative communication and dynamic distribution. Indeed, the compact Nikon Coolpix S3000, launched in February 2010 with a TV advertisement featuring Robbie Williams, was very successful. It sold a record 19,000 units in June 2010.
PROSPECTS
Retail value sales and volume will witness a CAGR of almost -7% in constant terms. Volume growth will be slower than during the review period, due to the increasing level of saturation. The recovery from the economic downturn is expected to be very gradual in terms of its effects on sales of cameras. SLR and hybrids cameras could later boost sales. Volume sales growth of 6.4% and 96% respectively will offset the decline in the average price.
CATEGORY DATA
Table 23 Sales of Cameras by Category: Volume 2005-2010
Table 24 Sales of Cameras by Category: Value 2005-2010
Table 25 Sales of Cameras by Category: % Volume Growth 2005-2010
Table 26 Sales of Cameras by Category: % Value Growth 2005-2010
Table 27 Cameras Company Shares 2006-2010
Table 28 Cameras Brand Shares 2007-2010
Table 29 Sales of Cameras by Distribution Format 2005-2010
Table 30 Forecast Sales of Cameras by Category: Volume 2010-2015
Table 31 Forecast Sales of Cameras by Category: Value 2010-2015
Table 32 Forecast Sales of Cameras by Category: % Volume Growth 2010-2015
Table 33 Forecast Sales of Cameras by Category: % Value Growth 2010-2015
Computers and Peripherals in France - Category Analysis
HEADLINES
TRENDS
The biggest trend in 2010 remained mobility and portability of computers, which was reflected in the ongoing demand for portable computers versus desktops. Computers are dynamic, driven by portable computers, laptops and netbooks in particular. The arrival of the iPad by Apple in 2010 also boosted the sales of tablets. French consumers are seeking mobility with their electronic devices.
COMPETITIVE LANDSCAPE
For the first time, Asus France led netbooks with 32% volume share, taking over the historical leaders Acer and HP which lost share in 2010. In tablets and other portable computers, Apple dominated with its iPad. The French company Archos performed well to reach second position ahead of Samsung and its Galaxy Tab brand.
PROSPECTS
Over the forecast period, computers and peripherals is expected to enjoy strong growth reaching retail volume sales of 17.9 million units by the end of 2015. French consumers are expected to continue to become increasingly mobile, and this will become increasingly important for products in computers and peripherals.
CATEGORY DATA
Table 34 Sales of Computers and Peripherals by Category: Volume 2005-2010
Table 35 Sales of Computers and Peripherals by Category: Value 2005-2010
Table 36 Sales of Computers and Peripherals by Category: % Volume Growth 2005-2010
Table 37 Sales of Computers and Peripherals by Category: % Value Growth 2005-2010
Table 38 Computers and Peripherals Company Shares 2006-2010
Table 39 Computers and Peripherals Brand Shares 2007-2010
Table 40 Sales of Computers and Peripherals by Distribution Format 2005-2010
Table 41 Forecast Sales of Computers and Peripherals by Category: Volume 2010-2015
Table 42 Forecast Sales of Computers and Peripherals by Category: Value 2010-2015
Table 43 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2010-2015
Table 44 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2010-2015
Home Audio and Cinema in France - Category Analysis
HEADLINES
TRENDS
Home audio and cinema changed in 2010. Boosted by better designed products and a simplified product range, home audio and cinema, which did not perform well in the review period, had significant growth in 2010. Through the multiplication of a comprehensive solution offer, ie sale of all components of a home cinema per pack, manufacturers simplified the installation process. Consumers who were sensitive to this issue were therefore willing to invest more in purchasing this product.
COMPETITIVE LANDSCAPE
Sony France became the new leader in 2010 replacing Philips, which lost share to its competitors. Sony enjoys a reputation for high-quality products at affordable prices, which helped it become leader in home audio and cinema products in 2010.
PROSPECTS
Home audio and cinema in France is expected to decrease in volume and value over the forecast period. Sales are expected to decrease by -2% in volume and by -4% in constant value terms up to 2015. The integration of audio in newly-emerging consumer electronics products will further contribute to the decline in home audio and cinema sales.
CATEGORY DATA
Table 45 Sales of Home Audio and Cinema by Category: Volume 2005-2010
Table 46 Sales of Home Audio and Cinema by Category: Value 2005-2010
Table 47 Sales of Home Audio and Cinema by Category: % Volume Growth 2005-2010
Table 48 Sales of Home Audio and Cinema by Category: % Value Growth 2005-2010
Table 49 Home Audio and Cinema Company Shares 2006-2010
Table 50 Home Audio and Cinema Brand Shares 2007-2010
Table 51 Sales of Home Audio and Cinema by Distribution Format 2005-2010
Table 52 Forecast Sales of Home Audio and Cinema by Category: Volume 2010-2015
Table 53 Forecast Sales of Home Audio and Cinema by Category: Value 2010-2015
Table 54 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2010-2015
Table 55 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2010-2015
In-Car Entertainment in France - Category Analysis
HEADLINES
TRENDS
In-car navigation was not dynamic in 2010 and declined by -9% in volume. Growing competition with smartphones including navigation systems contributed to its decline. The performance of in-car entertainment is dependent on in-car navigation systems which had a 58% value share in 2010.
COMPETITIVE LANDSCAPE
In-dash media players was led by Sony France with 18% volume share in 2010, closely followed by Pioneer. In terms of in-car speakers, Pioneer (23%), Sony (18%) were the most popular. Leading players in in-car navigation were TomTom International with 52% volume share, Garmin with 16% and Mitac International Corp with 16%.
PROSPECTS
The growth of smartphone navigation and the shift of in-car navigation users to SD car navigation devices prompted by price reductions, means that in-car navigation is expected to decrease during the forecast period by a volume CAGR of -24% to reach 600 million units in 2015.
CATEGORY DATA
Table 56 Sales of In-car Entertainment by Category: Volume 2005-2010
Table 57 Sales of In-car Entertainment by Category: Value 2005-2010
Table 58 Sales of In-car Entertainment by Category: % Volume Growth 2005-2010
Table 59 Sales of In-car Entertainment by Category: % Value Growth 2005-2010
Table 60 In-car Entertainment Company Shares 2006-2010
Table 61 In-car Entertainment Brand Shares 2007-2010
Table 62 Sales of In-car Entertainment by Distribution Format 2005-2010
Table 63 Forecast Sales of In-car Entertainment by Category: Volume 2010-2015
Table 64 Forecast Sales of In-car Entertainment by Category: Value 2010-2015
Table 65 Forecast Sales of In-car Entertainment by Category: % Volume Growth 2010-2015
Table 66 Forecast Sales of In-car Entertainment by Category: % Value Growth 2010-2015
Mobile Phones in France - Category Analysis
HEADLINES
TRENDS
The French were more willing to use a mobile service such as video telephony, mobile TV or data transfer through the 3G network in 2010. The number of SIM cards (PCMCIA cards, keys 3G internet or 3G +) dedicated to internet connections continued to increase at a rate of one million additional cards per year, an increase of 64% in one year.
COMPETITIVE LANDSCAPE
Samsung remains the leader in mobile phones and strengthened its lead in 2010 with 40% volume share versus 34% in 2009. It is followed by Nokia with 25% share, Apple with 9%, Sony Ericsson with 8% and LG with 7%.
PROSPECTS
Over the forecast period mobile phones is expected to have volume decline with a CAGR of -4%. However, it is expected to have a constant value CAGR of 3%, as feature phones will gradually decrease while new generation multimedia phones will make a serious impact. The arrival of Windows Phone meant that competition in mobile operating systems is intensifying. Manufacturers of mobile devices will become more competitive and new technologies will also emerge such as 4G and video conferencing.
CATEGORY DATA
Table 67 Sales of Smartphones by Operating System 2008-2010
Table 68 Sales of Mobile Phones by Type of Contract 2005-2010
Table 69 Sales of Mobile Phones: Volume 2005-2010
Table 70 Sales of Mobile Phones: Value 2005-2010
Table 71 Sales of Mobile Phones: % Volume Growth 2005-2010
Table 72 Sales of Mobile Phones: % Value Growth 2005-2010
Table 73 Mobile Phones Company Shares 2006-2010
Table 74 Mobile Phones Brand Shares 2007-2010
Table 75 Sales of Mobile Phones by Distribution Format 2005-2010
Table 76 Forecast Sales of Mobile Phones: Volume 2010-2015
Table 77 Forecast Sales of Mobile Phones: Value 2010-2015
Table 78 Forecast Sales of Mobile Phones: % Volume Growth 2010-2015
Table 79 Forecast Sales of Mobile Phones: % Value Growth 2010-2015
Portable Media Players in France - Category Analysis
HEADLINES
TRENDS
Portable media players started to decline in 2007. Some categories such as portable MP3 players reached maturity and saturation after the years of growth in the early 2000s. Demand for portable MP3 players declined in 2010, due to the increasing sophistication of music-enabled mobile phones, as well as the growing popularity of portable multimedia players, which cannibalised sales of audio MP3 players. More than 85% of the French listen to music via their smartphones.
COMPETITIVE LANDSCAPE
Apple Computer France was the most popular portable media player company due to the design and advanced features of its brands. The nearest competitors are Samsung Electronics France with 10% and Sony France with 9%.
PROSPECTS
Portable media players is forecast to be declining over the forecast period Portable MP3 players faces competition from mobile phones and is expected to decline over the forecast period. The declines will be partially offset by the emergence of e-readers. The performance of MP3 players will suffer as a result of MP3 playback becoming an increasingly standard function in mobile phones.
CATEGORY DATA
Table 80 Sales of Portable Media Players by Category: Volume 2005-2010
Table 81 Sales of Portable Media Players by Category: Value 2005-2010
Table 82 Sales of Portable Media Players by Category: % Volume Growth 2005-2010
Table 83 Sales of Portable Media Players by Category: % Value Growth 2005-2010
Table 84 Portable Media Players Company Shares 2006-2010
Table 85 Portable Media Players Brand Shares 2007-2010
Table 86 Sales of Portable Media Players by Distribution Format 2005-2010
Table 87 Forecast Sales of Portable Media Players by Category: Volume 2010-2015
Table 88 Forecast Sales of Portable Media Players by Category: Value 2010-2015
Table 89 Forecast Sales of Portable Media Players by Category: % Volume Growth 2010-2015
Table 90 Forecast Sales of Portable Media Players by Category: % Value Growth 2010-2015
Televisions and Projectors in France - Category Analysis
HEADLINES
TRENDS
In 2010, 8.6 million televisions were sold. This figure was due to the switch to digital that started in 2010. Furthermore, popular worldwide events like the 2010 FIFA World Cup also helped to boost demand. There was a significant growth in screen sizes to 37 inches. Out of the 50 million televisions in France, there were still 15 million tube televisions. With the digital switch-over continuing into 2011, the rise of IPTV and other innovative products, the early success for 3DTV, television and projectors in France is predicted to improve over the forecast period.
COMPETITIVE LANDSCAPE
Samsung Electronics France led televisions and projectors in France with a volume share of 19%. 24% of French households had a Samsung television set in 2008.
PROSPECTS
Televisions and projectors is expected to decline by -10% to 7.3 million units by 2015. Growth experienced at the beginning of the forecast period will be driven by movement from analogue to digital, but the replacement of televisions is expected to slow down with volume sales moving into decline towards the end of the forecast period.
CATEGORY DATA
Table 91 Sales of Televisions and Projectors by Category: Volume 2005-2010
Table 92 Sales of Televisions and Projectors by Category: Value 2005-2010
Table 93 Sales of Televisions and Projectors by Category: % Volume Growth 2005-2010
Table 94 Sales of Televisions and Projectors by Category: % Value Growth 2005-2010
Table 95 Sales of LCD TVs by Type 2009-2010
Table 96 Sales of Plasma TVs by Type 2009-2010
Table 97 Televisions and Projectors Company Shares 2006-2010
Table 98 Televisions and Projectors Brand Shares 2007-2010
Table 99 Sales of Televisions and Projectors by Distribution Format 2005-2010
Table 100 Forecast Sales of Televisions and Projectors by Category: Volume 2010-2015
Table 101 Forecast Sales of Televisions and Projectors by Category: Value 2010-2015
Table 102 Forecast Sales of Televisions and Projectors by Category: % Volume Growth 2010-2015
Table 103 Forecast Sales of Televisions and Projectors by Category: % Value Growth 2010-2015
Table 104 Forecast Sales of LCD TVs by Screen Type 2010-2015
Table 105 Forecast Sales of Digital TVs Network Connectivity 2010-2015
Video Players in France - Category Analysis
HEADLINES
TRENDS
Video players showed encouraging results in 2010. The market for physical video stabilised in 2010, with retail sales of €275 million, an increase of 32% and 2.9 million units sold versus 2.4 million in 2009. The popularity and importance of Blu-ray technology continued to increase in video players.
COMPETITIVE LANDSCAPE
BD players was dominated by Sony France with a 26% volume share in 2010, followed closely by Samsung (25%) and Philips (20%). In DVD players, Philips led with 30%, followed by Samsung with 22%. The popularity of the Philips brands among French consumers helped to boost the strength of the company in video players.
PROSPECTS
Volume sales of video players will decline at a volume CAGR of 4%. On the other hand, constant value sales increase at 1% CAGR as more expensive BD players replace DVD players. The market will suffer from the shift towards new technology, with older fashion products losing attention and risking disappearance. DVD players will be gradually replaced by BD players, as consumers search for HD and connectivity to the internet.
CATEGORY DATA
Table 106 Sales of Video Players by Category: Volume 2005-2010
Table 107 Sales of Video Players by Category: Value 2005-2010
Table 108 Sales of Video Players by Category: % Volume Growth 2005-2010
Table 109 Sales of Video Players by Category: % Value Growth 2005-2010
Table 110 Video Players Company Shares 2006-2010
Table 111 Video Players Brand Shares 2007-2010
Table 112 Sales of Video Players by Distribution Format 2005-2010
Table 113 Forecast Sales of Video Players by Category: Volume 2010-2015
Table 114 Forecast Sales of Video Players by Category: Value 2010-2015
Table 115 Forecast Sales of Video Players by Category: % Volume Growth 2010-2015
Table 116 Forecast Sales of Video Players by Category: % Value Growth 2010-2015
Table 117 Forecast Sales of BD Players Network Connectivity 2010-2015