• SELECT SITE CURRENCY
Select a currency for use throughout the site
Turkey Consumer Electronics Report Q3 2012
Business Monitor International, May 2012, Pages: 65
The Turkey Consumer Electronics Report provides industry professionals and strategists, corporate analysts, electronics associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on Turkey's consumer electronics industry..
BMI expects more modest IT market growth in 2012 owing to faltering economic activity and confidence levels after Turkish spending on PCs and other electronics products slowed in Q411. Despite an expected short-term moderation in consumer credit growth, Turkey’s consumer electronics market is therefore well positioned to outperform most other emerging Europe markets. Demand is expected to increase at a 16% CAGR through 2016, driven by growing popularity of digital lifestyle devices such as flat-panel TV sets, smartphones, notebook computers and digital cameras, as well as rising incomes and lower prices. Headline Expenditure Projections Computer Sales: US$5.0bn in 2011 to US$5.3bn in 2012, +7% in US dollar terms. Forecast in US dollar terms downwardly revised due to a stronger than expected impact from HDD shortages.
AV sales: US$1.8bn in 2011 to US$1.9bn in 2012, +8% in US dollar terms. Forecast in US dollar terms unchanged, with digital broadcasting penetration expected to reach 70% in 2012. Handset sales: US$1.6bn in 2011 to US$1.8bn in 2012, +17% in US dollar terms. Forecast in US dollar terms unchanged, with smartphones accounting for about 40% of Turkish handset market revenue in 2011.
Risks/Rewards Rating: Turkey's score was 50 out of 100.0. BMI expects consumer IT spending to hold up relatively well, although continued price erosion in the PC and handset market will place pressure on margins. Turkey was in 4th in our latest RRR table and the country is in a favourable position to continue to be a regional market outperformer.
Key Trends & Developments - Mobile subscriber penetration reached 89% in 2011 and sales will therefore be driven increasingly by the replacement market. With smartphone prices declining across the year, and a larger portfolio of devices and mobile internet services available, Turkcell’s share of smartphone handset sales reached 27% in 2011.
Turkey’s evolution towards digital TV services will help drive AV sales, with video devices such as TV sets, digital cameras and VCR players accounting for more than 80% of demand, and a higher proportion of sales were accounted for by digital models. Total stock of LCD and plasma TV sets among Turkey’s TV households is more than 2.5mn units.
- The Fatih technology for schools programme will provide a significant boost to PC sales over the next few years, with a goal to provide tablets to 15mn students with tablet PCs, as well as other devices such as digital cameras. The project is expected to cost up to US$7.5mn and should reach 570,000 classrooms over the next five years. The focus of the project is networked computers, printers and cameras for every classroom, as well as educational content.
Executive Summary 5
SWOT Analysis 7
Turkey Consumer Electronics Market SWOT 7
Turkey Political SWOT 8
Turkey Economic SWOT 8
Turkey Business Environment SWOT 9
Risk/Reward Ratings 10
CEE Consumer Electronics Risk/Reward Ratings, Q312 12
Consumer Electronics Market 13
Table: PC Sales, 2008-2016 15
Table: AV Sales, 2009-2016 18
Mobile Handsets 22
Table: Mobile Communications, 2009-2016 22
Consumer Electronics Industry 27
Table: Turkey Electronics Industry – Key Metrics (US$) 27
Table: Exports (US$mn), 2008-2009 28
Industry Forecast Scenario 33
Consumer Electronics Market 33
Table: Consumer Electronics Overview, 2009-2016 33
Industry Developments 36
Macroeconomic Forecast 38
Table: Turkey - Economic Activity 41
Competitive Landscape 42
Domestic Company Monitor 49
Vestel Electronics 49
Arçelik (formerly Grundig) 53
Indeks Bilgisayar Sistemleri Muhendislik Sanayi ve Ticaret AS 56
Turkey's Population By Age Group, 1990-2020 ('000) 60
Turkey's Population By Age Group, 1990-2020 (% of population) 61
Turkey's Key Population Ratios, 1990-2020 62
Turkey's Rural And Urban Population, 1990-2020 62
BMI Methodology 63
How We Generate Our Industry Forecasts 63
Electronics Industry 64
Vestel Electronics , Arçelik (formerly Grundig) , Indeks Bilgisayar Sistemleri Muhendislik Sanayi ve Ticaret AS,