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Saudi Arabia Consumer Electronics Report Q4 2012
Business Monitor International, November 2012, Pages: 55
Saudi consumer electronics spending will grow by about 7% in US dollar terms during 2012.
In 2012, wage hikes and government largesse should continue to provide a boon for consumer electronics sales. Demand will be supported by a favourable trading environment with Saudi King Abdullah’s US$93bn in handouts, including wage increases, supporting spending on big-ticket lifestyle products such as smartphones and flat-screen TV sets in 2011. Over BMI’s five-year forecast period, Saudi Arabia is forecast to be one of the strongest economies in the MENA region, and the country will continue to be a lucrative market for consumer electronics.
Headline Expenditure Projections:
Computer Hardware Sales: US$1.9bn in 2011 to US$2.1bn in 2012, +8% in US dollar terms. Forecast in US dollar terms unchanged following stronger than expected PC sales growth in 2011.
AV Sales: US$2.9bn in 2011 to US$3.2bn in 2012, +7% in US dollar terms. Forecast in US dollar terms unchanged, with flat-screen TV set sales the main growth area.
Handset Sales: US$1.0bn in 2011 to US$1.1bn in 2012, +6% in US dollar terms. Forecast in US dollar terms unchanged, but with higher demand for smartphones and 3G handsets
Saudi Arabia’s score was 55.8 out of 100.0, which despite being unchanged from the previous quarter saw it rise to 5th place in our latest MEA CE RRR table, up from 7th in Q312. Given its undoubted importance in the Gulf market, and continued growth potential, Saudi Arabia will remain a priority market for vendors.
Key Trends & Developments:
- Saudi Arabia’s oil-rich economy has created a booming market for new consumer electronic products. Youthful population demographics, a regional economic boom and a buoyant real estate sector will all drive retail growth over the next five years. Saudi electronics retailers are reporting high footfall and strong demand for consumer electronics products, stimulated by a range of promotions on leading brands. Items in demand include smartphones and flat-screen TV sets, with screen sizes of more than 42 inches.
- Trading conditions should remain favourable for retail sales of handsets. Vendors expect good sales of smartphones. Mobile subscriber penetration is forecast to reach 210% in 2012 and 220%
by 2016, so sales will largely be driven by the replacement market. Smartphones based on the Android operating system are expected to remain a growth area in 2012 and drive the market.
Android is now the most popular operating system in the Middle East ahead of RIM and Symbian.
- BMI sees PC penetration rising to more than 30% as the consumer PC segment holds up relatively well. In 2011, Saudi Arabian retailers reported a surge in demand mobile PCs, in many cases fuelled by price cuts. PC sales were stronger than previously expected, although this growth was driven in part by promotional price cutting.
Executive Summary 5
SWOT Analysis 7
Saudi Arabia Consumer Electronics Market SWOT 7
Saudi Arabia Political SWOT 8
Saudi Arabia Economic SWOT 9
Saudi Arabia Business Environment SWOT 10
Risk/Reward Ratings 11
Middle East And Africa 11
Table: Middle East And Africa Risk/Reward Ratings, Q412 13
Consumer Electronics Market 14
Table: Computers: Demand, 2008-2016 14
Table: AV Demand, 2009-2016 18
Mobile Handsets 20
Table: Mobile Handsets Demand, 2008-2016 20
Consumer Electronics Industry 24
Table: Saudi Arabia’s Distributors For Leading Brands 26
Industry Forecast Scenario 27
Consumer Electronics Market 27
Table: Consumer Electronics Overview, 2008-2016 27
Government Initiatives 29
Macroeconomic Forecast 33
Table: Saudi Arabia – Economic Activity, 2011-2016 36
Competitive Landscape 37
Company Profiles 42
Axiom Telecom 42
Jumbo Electronics 44
Eros Group 46
Demographic Outlook 49
Table: Saudi Arabia's Population By Age Group, 1990-2020 ('000) 50
Table: Saudi Arabia's Population By Age Group, 1990-2020 (% of total) 51
Table: Saudi Arabia's Key Population Ratios, 1990-2020 52
Table: Saudi Arabia's Rural And Urban Population, 1990-2020 52
BMI Methodology 53
How We Generate Our Industry Forecasts 53
Electronics Industry 53