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Serbia Consumer Electronics Report Q2 2015

BMI Industry View
SWOT
Consumer Electronics Market
Political
Economic
Industry Forecast
Table: Consumer Electronics Overview (Serbia 2013-2019)
Macroeconomic
Economic Analysis
Industry Risk Rewards Ratings
Industry Risk Reward Ratings
Table: Central And Eastern Europe Consumer Electronics Risk/Rewards Index, Q215
Market Overview
Computers
Table: PC Sales (Serbia 2013-2019)
AV Devices
Table: AV Sales (Serbia 2013-2019)
Mobile Devices
Table: Mobile Communications (Serbia 2013-2019)
Competitive Landscape
International Companies
Table: Lenovo
Table: Microsoft
Table: ZTE
Table: Samsung Electronics
Industry Trends And Developments
Table: Serbia ICT Industry - Key Metrics
Company Profile
ComTrade
Table: Selected Developments
Demographic Forecast
Table: Population Headline Indicators (Serbia 1990-2025)
Table: Population By Age Group (Serbia 1990-2025)
Table: Population By Age Group % (Serbia 1990-2025)
Methodology
Industry Forecast Methodology
Sector-Specific Methodology
Sources
Risk/Reward Index Methodology
Sector-Specific Methodology
Table: Consumer Electronics Risk/Reward Index Indicators
Table: Weighting Of Indicators

Serbia Consumer Electronics Report Q2 2015

BMI View: The Serbian consumer electronics market is one of the least lucrative in per capita terms in theregion, but the low penetration rate in key device categories has nonetheless attracted global vendors.Growth rates will remain moderate over the medium term due to the challenging economic environment andcontinued negative GDP growth in 2015 will weigh heavily on this sector. We forecast Serbian consumerelectronics spending will grow just 0.6% in US dollar terms in 2015 to USD1.25bn, and reach USD1.39bnin 2019. There is however upside potential for Serbia consumer electronics growth if the economic recoveryis faster than expected - which would unlock demand from low penetration rates. Household PCpenetration, despite more than doubling over the previous five years, remains 30pp below the regionalaverage, while smartphone penetration remains a long way below the regional average. We expect it to riserapidly over our forecast period.

Headline Expenditure Projections:

Computer Hardware Sales: USD394mn in 2014 to USD366mn in 2015; -7.1% in US dollar terms. Lowdevice penetration rates offer faster volume growth rates than elsewhere in Europe, however, weakeconomic conditions and a shift in consumption to cheaper tablets will limit value growth.


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