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Pakistan Consumer Electronics Report Q4 2010
Business Monitor International, Aug 2010, Pages: 45
The Pakistan Consumer Electronics Report provides industry professionals and strategists, corporate analysts, electronics associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on Pakistan's consumer electronics industry.
Pakistan’s consumer electronics market, defined as including computing devices, mobile handsets and AV products, is projected to be worth around US$1.6bnin 2010. This is expected to increase to US$2.4bn by 2014, driven by a rising population and growing affordability. Market development will depend upon government action to reduce the inflow of illegally imported TV sets and fake brand mobile handsets. The market’s considerable potential is currently depressed by a large grey market, poor IP protection, an unstable economic and security situation and weak distribution channels. Growth will be driven, however, by improved ICT infrastructure, and more credit availability. Reform of often high national and provincial taxes and tariffs on products ranging from computers to prepaid mobile cards would also boost the market.
Computer
Computers accounted for around 18% of Pakistan’s consumer electronics spending in 2009. BMI forecasts Pakistan’s domestic market computer sales (including notebooks and accessories) of US$283mn in 2010, up from US$264mn in 2009. Computer hardware CAGR for the 2010- 2014 period will be around 7%. The proposed abolition in the Pakistan 2010- 2011 budget of general sales tax (GST) on imported computers should provide a boost to the market. However, the government has denied that it plans to introduce a ban on imports of used computers and accessories.
AV
AV devices accounted for around 40% of Pakistan’s consumer electronics spending in 2008. Pakistan’s domestic AV device market is projected at US$632mn in 2010. The market is expected to grow at a CAGR of 11% between 2010-2014, to a value of US$946mn in 2014. TV sets remain the core product in this category, but the growing availability of smuggled colour televisions is a market inhibitor.
Mobile Handsets Pakistan’s market handset sales are expected to grow at a CAGR of 16% to 22.0mn units in 2014, as mobile subscriber penetration reaches 99%. Revenue growth will be slower due to lower average selling prices (ASPs) of mobile handsets, with most handsets sold at a under US$40 price-point. Another issue is a declining growth rate of mobile subscriber penetration, which is now above 60%. 3G licences are expected to be awarded in late 2010, but Pakistan’s telecoms regulator has yet to confirm this.
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