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Markets & Technology Trends Europe Emerges! Results of GfK TEMAX Western Europe for the second quarter of 2010 For the period of Q2 2010, the positive sales trend of recent quarters has continued and all sectors, with the exceptions of Te l e c o m m u n i c a t i o n s and Office Equipment & Consumables, exhibit a positive development. Nevertheless, after the year of the crisis, total turnover has not yet reached the level of Q2 2008. The Consumer Electronics market experienced the most positive revenue growth, fuelled by the football World Cup in South Africa, closing the second quarter at +8.9% for Western Europe in total. The Information Technology sector also demonstrates a positive increase (+4.6%) followed by Photo (+3.4%). The Major Domestic Appliances market is up by +2.5%. With an increase of +1.3%, Small Domestic Appliances By Richard Barnes Consumers in Western Europe spent EUR 42.3 billion on technical consumer goods in the second quarter of 2010, an increase of 3.6% in total compared to the same quarter in 2009. There is growth for nearly all sectors involved. Two product groups in particular, LCD TV and Smartphones, are outperforming. Most Western European countries reported positive or stable trends and appear to be ‘back on track’. These findings are based on GfK TEMAX Western Europe, an information service developed by GfK Retail and Technology. Summary in table format saw slight improvement. Telecommunication rather stagnated (-0.2%), while O f f i c e E q u i p m e n t & Consumables declined by -3.3%. Consumer Electronics: The World Cup and new product features lead to growth The largest sector in Q2 2010, Consumer Electronics, achieved sales worth EUR 10.9 billion, equal to an increase of +8.9%. The result was spurred by a variety of factors; of which the most prominent one was the positive impact of the football World Cup in South Africa. Further factors were the tendency towards innovative high quality technical features, the digital switchover from analogue to digital television in Italy, Spain, Great Britain and Portugal, the rising connectivity of products and qualitative improvements in vision and sound, to name the most important ones. Countries which contributed to the positive developments in the Consumer Electronics sector are Italy, Germany and the Nordic countries with double- digit growth rates, followed by France, Spain and the UK, which are all showing solid developments. In terms of product groups, TV remains dominant in the CE sector, where it accounts for more than half of the turnover generated at an ever growing rate. LCD TVs are particularly important, representing nearly 90% of all TV products sold. A dividing trend at both ends of the screen-size spectrum can be observed. Products with screen sizes of 22” and less as well as 37” and larger were in great demand from the consumer. At the same time, price pressure is lower compared to previous years thanks to a greater willingness to spend on the part of the consumer. The readiness to pay more can be attributed to new innovative and attractive product features; built-in HDTV Tuners, LED-Backlights and Internet connectivity to name but a few. The impact 3D technology will have on consumer demand is yet to be seen and something to watch in the coming months. Information Technology: Mobility and Connectivity are Key The Information Technology (IT) market, the second biggest behind Consumer Electronics, was worth EUR 9.9 billion in Q2 2010. Sales in value terms increased by +4.6%. Nevertheless, growth rates vary between countries. Belgium and Sweden in particular both enjoyed double-digit growth rates. In addition, Germany, the UK, the Netherlands and Sweden all experienced sound growth. In contrast, Greece, Italy and Portugal all exhibited declining IT sales. Photo: single-lens reflex cameras and high value features I n t h e P h o t o g r a p h i c market, sales in value terms amounted to EUR 2.2 billion, an increase of +3.4% over the same quarter last year. All country markets performed well, with the exceptions of Greece and the Netherlands, which saw In EUR m Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q2 2010 Q1-2 Q1-2 2010 Q2 2009 2010 Q1-2 2009 +/- in % +/- in % Consumer 10,708 15,707 12,163 10,899 8.9% 23,061 4.5% electronics Photographics 2,147 2,817 1,999 2,189 3.4% 4,187 3.1% Major domestic 8,022 8,297 7,750 7,512 2.5% 15,262 3.6% appliances Small domestic 3,227 4,219 3,407 3,131 1.3% 6,538 4.1% appliances Information 10,023 12,919 11,508 9,881 4.6% 21,389 4.2% technology Telecommunications (1) 5,101 6,103 5,098 4,448 -0.2% 9,546 2.6% Office equipment 4,043 4,706 4,614 4,261 -3.3% 8,875 -2.1% & consumables GfK TEMAX ® Western 43,271 54,772 46,541 42,321 3.6% 88,862 3.3% Europe (1) Telecommunication figures are based on subsidized sales prices. Source: GfK TEMAX ® Western Europe, GfK Retail and Technology a decline in Photo sales. The performance of digital cameras was encouraging, single-lens reflex cameras in particular enjoyed robust growth in sales value. Overall, the positive sales performance for cameras is attributable to innovative and improved features. For example, the integration of video functions in HD, GPS positioning, larger wide angles and bigger zoom. These developments were correspondingly influencing s a l e s o f a c c e s s o r y product groups such as interchangeable lenses and flashes. In contrast, image displays had to contend with falling average prices and declining sales. MDA: consumers increasingly appreciate energy efficiency In the first six months of 2010 the Western European market for Major Domestic Appliances (MDA) has recovered noticeably, rising +3.6%. Nevertheless, in the second quarter the market showed moderate development with a +2.5% increase, equal to total sales value of EUR 7.5 billion. Large markets such as Italy, Great Britain, Spain and France all showed positive development in value terms (based on local currency). In Italy the market was stimulated by a government subsidy programme, which pushed demand for kitchens and built-in products. Builtin dishwashers and ovens were also able to profit from the programme. A general global trend towards products with top quality features can be observed. Energy efficiency, which has been the focus for both manufacturers and consumers for some years, is playing even an increasingly important role as a growth driver. SDA: Innovation, Lifestyle and Personal Care In total, consumers spent EUR 3.1 billion on Small Domestic Appliances (SDA) in the second quarter of 2010. This is a slight increase of +1.3% against 20

Markets & Technology Trends the same period in 2009. France, Spain, the UK and Germany along with smaller markets such as Sweden performed very well in value terms. Only Greece and Italy declined. For the first six months of 2010 growth reached 4.1% compared to the same period in 2009. Dynamic brands, innovative products and ‘trading up’ are typical growth factors for the SDA market, which has grown consistently over the past two quarters in Western Europe. V a c u u m c l e a n e r s representing nearly half of the SDA turnover developed quite successfully. It was mainly the bag-less, high quality feature vacuum cleaners, which enjoyed growth. Generally, a trend towards brands and also ‘trading up’ was evident in this product group. C o ff e e a n d e s p re s s o machines were also able to provide a positive stimulus to the market. Coffee and espresso machines have for some years represented the biggest growth segments in the SDA sector with double- digit growth rates in Western Europe. Changes in consumers’ habits for coffee drinking and more innovative products have influenced this segment. Strong demand was clear for Pad, Capsule and fully automatic machines. Nevertheless, Traditional Filter coffee machines still feature prominently. G e n e r a l l y, c o n s u m e r attitudes were a factor which supported the sound development in SDA and is prevalent in various product groups; they would rather opt for a well equipped, high quality product which of course means a product with a higher average price. Telecommunication: Smartphones and mobile Internet invigorate the market The first quarter of 2010 saw the Telecommunication market increase by +4.9%. A l t h o u g h t h e m a r k e t slowed down somewhat in the second quarter of this year, it remains positive for the first six months of 2010 (+2.6%). 'All Telecom values are based on subsidised sales prices. Mobile and Smartphones (devices with open operating system and QWERTY/Z or touchscreen) represent the most important part of the telecommunication devices market. In volume terms, these products combined have seen sales increase by +2% in Western Europe for the first half-year 2010. S w e d e n , G re e c e a n d Switzerland are the leading performers, while Spain, Finland, Germany and France all exhibit growth rates of 5% or more. In contrast, Portugal, Italy, the Netherlands, Denmark and Belgium all experienced a decline. Due to the very positive development of Smartphones, the overall average price of EUR 171 (without subsidies) in June 2010 remained stable compared to the same month the previous year. One significant trend for the mobile and Smartphone market is undoubtedly t o w a r d s t o u c h s c r e e n devices. In Q2 2010, 39% of products sold are already equipped with a touchscreen. The share of touchscreen ranges from the relatively low in Finland (24%), to a high of 45% in France. In the business segment, Smartphones are already standard. The usage of the countless “Apps” and “Social Networks” as well as mobile Internet access combined with an interesting new product attracts an increasing number of private customers to purchase a Smartphone. As a result, more than one in every four phone devices bought during Q2 2010 was a Smartphone, which are outperforming the market with volume growth of 62%. In contrast, phone devices with closed operating systems are clearly below the sales level of 2009 in volume terms. Sector and country differences evident in Western Europe In Q2 2010 nearly all Western European countries reached positive or at least stable growth rates. Only exception was Greece, which is still struggling. Hence, overall a positive increase of +3.6% for GfK TEMAX in the 2nd quarter. This overall increase indicates that the technical consumer goods market is back on a positive track after the often cited ‘year of crisis’; a path which is expected to continue throughout this year. Nevertheless, it is worth bearing in mind the country differences, with sector performance differing sufficiently from country to country. Hall 22 Stand 101 www.ifa-international.org IFA International • Friday, 3 rd September 2010 21

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