South Africa Consumer Electronics Report Q2 2015
BMI View: In the Q2 2015 update we undertook a major revision of the historical data for South Africa'sconsumer electronics market, scaling down our estimate for PC market value, as well as extending theforecast period to 2019. Even with the revision, our outlook for medium-term consumer electronicsspending growth remains on track. Relatively weak economic growth, and particularly our in-houseCountry Risk team's forecast for rand depreciation against the US dollar 2015-2019, weigh on the growthoutlook. The erosion of South African household purchasing power in global markets will to some extent beoffset by an increasing supply of low-cost smartphones and tablets as mobile operators encourage greaterdata usage through launching own-brand low-price devices. The popularity of smartphones launched byMTN and Vodacom highlight the potential for low-priced devices although we believe there will be asteady demand for PCs and notebooks in the longer term as economic growth returns and large enterpriseand government spending return to stronger levels.
Headline Expenditure Projections
PC sales: USD2.215bn in 2014 to USD2.208bn in 2015. Forecast in US dollar terms reflects the impactof rand depreciation and price pressures in the PC market as competition from low-cost tabletsintensifies.
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