Table of Contents
Consumer Electronics in Italy - Industry Overview
EXECUTIVE SUMMARY
Sales are slowing
Economic crisis affects household expenditure
Digital TVs, smartphones and tablets sell well
Decline is expected over the forecast period
A declining number of outlets and the growth of internet retailers
KEY TRENDS AND DEVELOPMENTS
The impact of the switchover to digital broadcasting
Smartphones and tablets
Consumer finance
Economic downturn
Specialist retailers
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
Sources
Summary 2 Research Sources
Consumer Electronics in Italy - Company Profiles
Euronics Italia SpA in Consumer Electronics (Italy)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
INTERNET STRATEGY
COMPETITIVE POSITIONING
Summary 5 Euronics Italia SpA: Competitive Position 2010
Mediamarket SpA in Consumer Electronics (Italy)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
INTERNET STRATEGY
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 8 Mediamarket SpA: Competitive Position 2010
Melchioni SpA in Consumer Electronics (Italy)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Olidata SpA in Consumer Electronics (Italy)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Olidata SpA: Competitive Position 2010
Camcorders in Italy - Category Analysis
HEADLINES
TRENDS
Sales of camcorders declined in 2010 due to lower purchasing power amongst consumers and the poor performance of digital camcorders. In the review period a notable decrease was recorded with regard to current value sales, as a consequence of lower average prices in the category.
COMPETITIVE LANDSCAPE
Sony Italia moved into the leading position in camcorders during 2010, with an increase of six percentage points in volume sales, reaching a share of 29% and overtaking Canon Italia, which lost two percentage points of share.
PROSPECTS
Digital camcorders is forecast to decrease in both volume and constant value terms in the forecast period; more so in value terms, as unit prices are expected to decline and a large number of cheap camcorders are expected to be introduced in the Italian market. In the 2011-2015 forecast period sales of camcorders are expected to slightly decrease, particularly in 2011 in volume terms (decline of 17%) and in constant value terms (decline of 27%).
CATEGORY DATA
Table 12 Sales of Camcorders by Category: Volume 2005-2010
Table 13 Sales of Camcorders by Category: Value 2005-2010
Table 14 Sales of Camcorders by Category: % Volume Growth 2005-2010
Table 15 Sales of Camcorders by Category: % Value Growth 2005-2010
Table 16 Camcorders Company Shares 2006-2010
Table 17 Camcorders Brand Shares 2007-2010
Table 18 Sales of Camcorders by Distribution Format 2005-2010
Table 19 Forecast Sales of Camcorders by Category: Volume 2010-2015
Table 20 Forecast Sales of Camcorders by Category: Value 2010-2015
Table 21 Forecast Sales of Camcorders by Category: % Volume Growth 2010-2015
Table 22 Forecast Sales of Camcorders by Category: % Value Growth 2010-2015
Cameras in Italy - Category Analysis
HEADLINES
TRENDS
Digital cameras is becoming saturated, due to the affordable prices reached in recent years. Moreover, due to the weakening economic situation in Italy, associated with the long replacement cycle for this product, it is not surprising that digital cameras showed a slight drop in sales in 2010.
COMPETITIVE LANDSCAPE
Canon led cameras in 2010 with a 23% volume share. Nikon and Sony followed with 19% and 13% shares respectively. Samsung saw the best performance, with an increase in share of two percentage points. Its strategy is to offer unique products in terms of innovation and huge product lines in order to reach all segments of the market. From 2003 Samsung saw an increase of seven percentage points in volume share.
PROSPECTS
Cameras is forecast to decline in volume and constant value terms to 2014. The replacement cycle for these new cameras is short, with improved new models coming onto the market at regular intervals.
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 Italy - Category Analysis
HEADLINES
TRENDS
Sales in overall computers and peripherals increased both in volume and current value terms in 2010. Laptops was the best selling product, with three million units sold, but its share of sales in the category is expected to decrease in the coming years. Despite the fact that laptops are the most expensive products in this category, they gained the preference of the mass market.
COMPETITIVE LANDSCAPE
HP was the leading brand in overall computers and peripherals in Italy in 2010, with a volume share of 23%, but it saw a decrease of half a percentage point in the year. The second company was Acer, which was the leader in computers with a 27% volume share; it ranked first in desktops with a 32% volume share, in portable computers with a 26% volume share, and in laptops with a 28% volume share. HP was the company which ranked second in these categories, even though it was the leading brand in netbooks.
PROSPECTS
Looking ahead, portable computers are expected to increase in volume terms during the forecast period while it is forecast a decline in value terms. By contrast, sales of desktops are expected to drastically decline, by a CAGR of 19% in volume terms and 20% in constant value terms. Portable computers is expected to increase by CAGR of 4% in volume terms and see negative CAGR of 5% in constant value terms. Stronger growth is forecast for volume sales, as average selling prices are expected to decline, given the increasing competition. More and more people are interested in portable computers, as they provide users with the same features as desktops, but they can be carried around easily. This trend will be driven by tablets, which is expected to increase by CAGR of 52% in volume terms and by 24% in constant value terms, whilst laptops is expected to decline by 7% in volume terms.
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 Italy - Category Analysis
HEADLINES
TRENDS
Sales in home audio and cinema products overall decreased in 2010 in both volume and current value terms, as a consequence of the lower propensity consumers showed to purchase these kinds of devices. Sales growth for Full HD TVs, which are well-equipped with audio systems, negatively impacted sales of home audio systems.
COMPETITIVE LANDSCAPE
The leading player in home audio and cinema products in 2010 was Sony Italia, with a 22% share of volume sales, thanks to its popularity amongst consumers due to its perceived experience in audio appliances. Samsung Electronics Italia followed with a 16% share, registering the strongest increase of three percentage points compared with 2009, and Philips accounted for a 15% share.
PROSPECTS
In 2011, home audio and cinema products is expected to decline by 8% in volume terms and by 10% in constant value terms. The category which is expected to suffer the most in volume terms is home cinema and speaker systems, which is expected to decrease by 12%.
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 Italy - Category Analysis
HEADLINES
TRENDS
In-car navigation led all other categories in in-car entertainment in 2010, but confirmed the declining trend of 2009. Other products in this category are facing competition from both car makers, which increasingly offer cars with improved speakers and CD players, and other consumer electronics categories, such as portable media players and mobile phones.
COMPETITIVE LANDSCAPE
TomTom International led in-car entertainment in 2010, as TomTom was the leading brand in the main category of in-car navigation. However, its overall volume share decreased by one percentage point in 2010, reaching 16%. In second place was Pioneer Electronics Italia SpA, which gained two percentage points and reached a 14% volume share, thanks to its strong presence in many categories in the traditional in-car categories, namely speakers, media players (CD, DVD and radio players) and other in-car players. However, Pioneer is not present in in-car navigation.
PROSPECTS
In-car entertainment in Italy is far from saturated, with less than 20% of drivers equipped with an in-car navigation system. However, in 2011, volume and constant value sales are expected to see a similar performance to 2010, declining by 9% and 12% respectively, whilst from 2012 the decline is expected to be stronger, and will remain strong until the end of the forecast period. This decline will be largely due to the increasing penetration of multitask devices such as multimedia players and mobile phones, which incorporate features of in-car entertainment products.
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 Italy - Category Analysis
HEADLINES
TRENDS
The mobile phones category is mature in Italy, and reached sales of 23 million units in 2010. The growth in volume terms of 9% in 2010 was mainly due to the good performance of smartphones. Household penetration of mobile phones in Italy is the highest in Europe, with 98% of the population older than 15 owning at least one mobile phone. Moreover, many people have more than one phone, and like to purchase new models with innovative technology when they are launched.
COMPETITIVE LANDSCAPE
Nokia Italia lead volume sales in the category accounting for 37% of the market in 2010 followed closely by Samsung with a 36% share of sales in volume terms, increasing its share by six percentage points compared with 2009.
PROSPECTS
Over the forecast period mobile phones is expected to decline in volume terms as the life cycle of smartphones is longer than that of feature phones.
CATEGORY DATA
Table 67 Sales of Mobile Phones: Volume 2005-2010
Table 68 Sales of Mobile Phones: Value 2005-2010
Table 69 Sales of Mobile Phones: % Volume Growth 2005-2010
Table 70 Sales of Mobile Phones: % Value Growth 2005-2010
Table 71 Mobile Phones Company Shares 2006-2010
Table 72 Mobile Phones Brand Shares 2007-2010
Table 73 Sales of Mobile Phones by Distribution Format 2005-2010
Table 74 Forecast Sales of Mobile Phones: Volume 2010-2015
Table 75 Forecast Sales of Mobile Phones: Value 2010-2015
Table 76 Forecast Sales of Mobile Phones: % Volume Growth 2010-2015
Table 77 Forecast Sales of Mobile Phones: % Value Growth 2010-2015
Table 78 Sales of Smartphones by Operating System 2008-2010
Table 79 Sales of Mobile Phones by Type of Contract 2005-2010
Portable Media Players in Italy - Category Analysis
HEADLINES
TRENDS
After years of growth, and a decline in 2008 and 2009, demand for portable MP3 players was still declining in 2010, due partly 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.
COMPETITIVE LANDSCAPE
Portable media players in Italy was led by Sony Italia in 2010, with its two brands Sony Walkman and Sony with 20% and 7% shares of volume sales respectively. In particular, Sony Walkman increased its share by five percentage points, registering the best performance in this category in 2010.
PROSPECTS
Portable media players is forecast to decline over the forecast period. Portable MP3 players is facing competition from mobile phones, and the category is expected to decline over the forecast period both in volume and constant value terms. The decline will be slightly offset by the emergence of e-books.
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 Italy - Category Analysis
HEADLINES
TRENDS
Sporting events have always driven sales of televisions; the 2010 Football World Cup boosted sales of flat-screen TVs, as happened in 2006.
COMPETITIVE LANDSCAPE
Televisions and projectors in Italy was led by Samsung, Bravia (Sony), LG and Philips in 2010, with volume shares of 25%, 16%, 8% and 4% respectively. Bravia saw a positive increase in volume shares in 2010 (4,9%) and also LG increased volume share by 1,6%. In the last three years some secondary leading brands lost some of their share to new brands, classified under “others”, which accounted for a 34% volume share in 2010.
PROSPECTS
The most important factor driving growth over the forecast period will be the switch to digital broadcasting, which had already started in 2009. Consumers are upgrading their equipment to be able to enjoy the new technology as prices decline. However, from 2011, it is predicted that digital TVs will see a decrease in sales, of 19% in volume terms and 18% in constant value terms in 2011 for televisions and projectors overall.
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 Italy - Category Analysis
HEADLINES
TRENDS
DVD players dominated video players in 2010, with 2.5 million units out of 2.8 million units. This was, however, lower than in 2009; in fact DVD players saw a volume decline of 24% compared with 2009.
COMPETITIVE LANDSCAPE
The video players category in Italy is quite concentrated, with the combined volume share of the first four players reaching more than 70% in 2010. The category overall was led by Philips, Samsung Electronics Italia, LG Electronics Italia and Sony Italia, with volume shares of 25%, 22%, 16% and 10% respectively in 2010.
PROSPECTS
BD players is predicted to be the most important factor affecting sales in the forecast period, driving DVD players and video recorders out of the market over the forecast period.
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