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Telephone Market

In: Computers and Technology

Submitted By herveartus2
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Research Highlights
July 2009 Global Cordless Phone Market

Global cordless phone market declines in 2008, but DECT continues to grow share accounting for more than 60% of total sales
Having shown consistent yearly growth over recent years, the total global consumer cordless phone market declined last year. Growing market saturation in more developed markets, continued competition from mobile services and the global economic downturn impacted consumer spending in this area. Total base station sales fell by 11% to 105 million units and total handset sales declined by 13% to 159 million units.

WORLD
Consum er Cordless Telephony Total Market - Base Units v Handsets, Millions

177

183 159

► The total handsets m arket declined by 13% from 183 m illion handsets in 2007 to 159 m illion in 2008 ► The ratio of base units to handsets w as 1.5

122

118

105

2006

2007 Handsets

2008

Base Units

DECT technology continued to dominate the market and increased its share of total base unit sales from 49% in 2007 to 61% in 2008. The market for 2.4GHz and 5.8GHz other digital technologies more than halved impacted by the fact that in many territories vendors are focussing more on DECT than these technologies. Analogue volumes also declined but at a much slower rate as these cost effective models still attract a large volume of customers in many world regions.

The greatest decline in volume was seen in North America where, despite strong growth in DECT volumes and DECT market share, the overall market declined by 20%. The greatest declines in volume in North America were seen in the digital 2.4GHz and digital 5.8GHz sectors as many suppliers active in this sector focussed more heavily on DECT technology. Analogue declines were less pronounced as these models at competitive price points continued to attract cost conscious customers.

In EMEA a 6% decline was witnessed as growth in the Middle East and Africa outweighed declines in both Western and Eastern Europe. The market in APAC was flat whereas Latin America witnessed a 5% decline.

In what is a highly price competitive market many suppliers have had to re-assess their strategies of maintaining or increasing ASP through selling higher featured models. In reality, brand, aesthetics and price remain key factors in the consumer buying decision.

Supplier Brand Share
At a global level Panasonic (http://panasonic.net/pcc/tel) maintained their number one position in respect of total sales volume of all technologies with strong sales in all world regions contributing to their success (19% global share of base unit sales). VTECH (www.vtech.com) took number 2 position (11% global share of base unit sales), followed by Gigaset Communications (www.gigaset.com) in number 3 position (10% global share of base unit sales). These three suppliers are closely followed by Uniden (www.uniden.com) and Thomson/GE/Alcatel (www.home-electronics.net).

In respect of DECT technology market share Panasonic also took number 1 position followed by Gigaset Communications, with these two vendors accounting for almost 40% of total sales.

Analogue technology units, although volumes are declining, still make up a significant proportion of total market sales with a share of 27%. In respect of analogue base units, VTECH lead the pack followed by Uniden.

The “other digital” segment (comprising primarily 2.4GHz and 5.8GHz) has seen a rapid decline in volumes, accounting for just 12% of total market sales in 2008. In this segment, Panasonic hold a commanding share of almost 40% followed by their nearest competitor, Uniden.

The market is increasingly fragmented with many localised players being significant in their own country or sub region, but lacking Global wide presence. Several ODM and OEM providers also achieve significant share of total sales through their provision of cordless telephones to many of the major brands, incumbent service providers and retail chains, these companies include VTECH, SGW Europe, Gigaset Communications, Uniden and CCT (partial list).

About this Release
The information contained in this Research Release forms an extract from MZA’s 2009 Competitive Environment Module “The Global Consumer Cordless Telephony Market”. The full report provides analysis of market volume and competitor market share trends for 50 countries worldwide. The Forecast editions show trends for installed base, price points, market volume and market value to 2014.

About MZA
MZA specialises in the provision of marketing consultancy services to the telecommunications and IT industries at a European and Global level, with expertise covering a wide range of consumer-based and professional voice, data and mobile solutions. The above information is based on an extract from our study, “The Global Telecommunications Market,” widely regarded as the definitive study on equipment markets. MZA produces detailed annual and quarterly statistics on market trends and competitor shares as well as providing forecast analysis for installed base, price progression, market volume and market value.

For more information:
Please contact Stephanie Watson, General Manager (swatson@mzaconsultants.com) on +44 1672 516 144 or visit www.mzaconsultants.com. This press release has been approved for publication in its entirety. Please contact us for approval should you wish to edit the text in any manner.

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