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Pakistan Consumer Electronics Report Q2 2011
Business Monitor International, Feb 2011, 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 about US$1.6bn in 2011. This is expected to increase to US$2.6bn by 2015, driven by a rising population and growing affordability. In 2010 the catastrophic floods had a wide-ranging impact across a number of sectors, including a further delay in the introduction of 3G mobile, as mobile operators had to focus on repairing damaged networks.
Consumer spending on high-cost consumer electronics durables such as TV sets is expected to take a hit in 2011 from tighter credit as a result of a rise in lending rates.
A weak economy has impacted demand for mobile services, which have slowed, and market development will depend on government action to reduce the inflow of illegally imported TV sets and fake brand mobile handsets.
Growth will be driven, however, by improved ICT infrastructure and more credit availability. 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. Reforming high national and provincial taxes and tariffs on products ranging from computers to prepaid mobile cards would boost the market.
Computers Computers accounted for about 20% of Pakistan’s consumer electronics spending in 2010. BMI forecasts Pakistan’s domestic market computer hardware sales (including notebooks and accessories) of US$312mn in 2011, up from US$292mn in 2010. Computer hardware CAGR for the 2011- 2015 period will be about 8%. The proposed abolition in the Pakistan 2010-2011 budget of general sales tax (GST) on imported computers should boost the market. However, the government denied plans to introduce a ban on imports of used computers and accessories.
AV devices accounted for about 40% of Pakistan’s consumer electronics spending in 2010. Pakistan’s domestic AV device market is projected at US$645mn in 2011. The market is expected to grow at a CAGR of 13% between 2010-2015, to a value of almost US$1.1bn in 2015. TV sets remain the core product in this category, but the growing availability of smuggled colour TV sets is a market inhibitor.
Mobile Handsets Pakistan’s market handset sales are expected to grow at a CAGR of 14% to 21.2mn units in 2015, as mobile subscriber penetration reaches 81%. Revenues growth will be slower due to lower average selling prices (ASPs) of mobile handsets, with most handsets sold at less than US$40. Another issue is the declining growth rate of mobile subscriber penetration, which is now more than 60%. 3G licences are expected to be awarded in 2011, but Pakistan’s telecoms regulator has yet to confirm this
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