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Day 5 - IFA International

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Market & Technology

Market & Technology Trends Consumers Keep Taking The Tablets Market Is ‘A Perfect Storm Of Technologies And Unmet Needs’ Paul Semenza Senior Vice President of Analyst Services at DisplaySearch The global mobile communications market is currently in a period of transition from standard mobile phones to multimedia devices, which make accessing the internet easy and appealing. Consequently, it is important that manufacturers position themselves as innovative smartphone providers to avoid being trapped in the stagnant, declining, feature phones market. In the first half of 2011, the number of smartphones sold noticeably increased in Western industrialised countries and Asia in particular. The share of overall sales of these devices in South-East Asia and China (including Taiwan and Hong Kong) already stands at 22% and 29% respectively. As a result of lower purchasing power and the focus of infrastructure networks on vocal transmission, the share of sales attributable to smartphones in emerging and developing states is lower, at less than 10% in India and below 15% in sub- Saharan African countries. The majority of sales in these regions are still generated by feature phones. Despite restrained consumer sentiment in the Eurozone, the European mobile phone market has developed positively, which is primarily attributable to the rising popularity of smartphones. In the first six months of the year, sales of mobile phones in Europe increased by 4%. Smartphones, in particular, experienced a real boom, with a 79% rise in the number Tablet devices will experience a “phenomenal” growth in 2011, with over 50 million units shipped by year end, according to Paul Semenza, Senior Vice President of Analyst Services at DisplaySearch. Speaking at the 2011 IFA DisplaySearch Business Conference yesterday, Semenza said: “Any time you have a new product category, that’s a fairly highpriced device. And when it heads towards 250 million units in a decade, that’s quite impressive. But that’s the type of outlook we’re seeing for tablets.” Semenza said DisplaySearch’s forecast would have been even higher: “In our view, 2011 would have been more of a mix of Apple versus everybody else, but it’s turning out that it’s still really an iPad market this of devices sold, and were therefore able to compensate for the 15% sales decline of feature phones, which are mobile phones that have proprietary operating systems. Currently, more than one in three mobile phones sold in Europe are smartphones, and this is set to increase further. year. It’s been a real struggle for everyone trying get into the market, first in terms of getting the right features to compete with the iPad, but also in terms of retail distribution and educating potential customers. These have turned out to be very big challenges.” Semenza described the success of tablets as “the perfect storm of technologies and unmet needs”. Turning his attention to TV, Semenza said that revenues would remain stable throughout 2012 before falling. China will lead the TV market in 2011 and beyond, with growth slowing to approximately 7% annually. Asia Pacific “It’s still really an iPad market this year” would see the fastest growth in flat panels over the next five years, he added, as India transitions. Semenza’s presentation was followed by the first session of the day, Understanding The Tablet Supply Chain, presented by David Hsieh, DisplaySearch’s Vice President of Greater China Market. Hsieh said that convenience is the key factor when it comes to tablet usage, with tablets becoming “a solution rather than a device”. The market is saying that it will pay as much for a tablet as it would a 42-inch TV, he said, adding that there is a strong tendency for people to watch TV content on tablets. The Future For Mobile Is Smart The mobile communications market has been experiencing a global upswing. Smartphones in particular are appealing to even more consumers. This year, it is anticipated that around 400 million smartphones will be sold around the world. Above all, in Western industrialised nations, this boom is occurring at the expense of ‘feature phones’, which do not offer the diverse range of smartphone functions. These are among the latest GfK Retail and Technology findings prepared for IFA 2011. “Currently, more than one in three mobile phones sold in Europe are smartphones, and this is set to increase further” 16

made in Korea Regional Spotlight new Solutions to new Challenges Korean manufacturers adapt to a new global scenario By Gérard Lefebvre - President, Cleverdis Gérard lefebvre Gérard lefebvre has held positions of director and Chairman with a number of companies in the display and digital Peripherals Industry. He is recognised world-wide by industry leaders for his work in fostering efficient communication between top trade professionals and vendors. Gérard currently heads Cleverdis, which he founded in 1997. Gérard is graduated from ecole Superieure de Commerce de Paris (eSCP-eaP 1977) with a specialisation in International finance. SanG-Hown Jeon Sang-Hwon Jeon is current Ceo & President of the Korea electronics association. He previously served as director General for electronics & IT Industries of the Ministry of Knowledge economy and also served as director General for technical innovation assessment of Ministry of Science and Technology. Mr. Jeon received his master degree in Public administration from Seoul national University Graduate School of Public administration and his Ph. d. in Public administration from Sungkyunkwan University. South Korea has always had the ability to adapt in challenging economic times its enterprises even maintaining growth in the face of a downturn. We all remember the end of 1997, less than one year after the country became the 29th member of the OECD, when Korea was hit with a major financial crisis. We all remember, too, the spectacular failure of Daewoo in July 1999, the third-biggest Chaebol of this era. Then there were the rigorous measures put into place by the Korean government, which, with the aid of the IMF, brought KEA aims to strengthen the competitiveness of the Korean electronics industries by advising government policymaking and supporting appropriate legislation. The association was founded in 1976 and our remit is to respond to our members' various and diverse needs through Korea’s industrial infrastructure, collaborating with entities such as the Patent CEO Forum, the Korean Institute of Plant Engineering & Construction, the Digital Broadcasting Industry Council, the Electronic Medical Industry Council, the Electronics Industry Environmental Management Council and the RosettaNet Global Council. spectacular results. The restructuring of enterprises throughout the country also proved to be effective, leading to the remarkable expansion of Korea’s electronics giants. So what are these Korean companies going to have to face in the next ten years? It’s curious how history often turns things upside down, as it has in the case of Korea’s Consumer Electronics and Home Appliances industries, for example. In the period 2000-2010, Korean enterprises — in particular Samsung and LG — went beyond simply challenging their Korea is facing new challenges from China, which is now introducing higher quality branded products on to the market in direct competition with Korean and Japanese companies. How are you helping your members to counter this threat? It’s a complex situation, because global companies and Chinese companies are co-operating, while at the same time competing. The Korean government is well aware that Korea's electronics industry acts as a kind of buffer between China and the developed countries, and it has consequently put in place policies aimed at supporting Korea's IT industry, including strategies for inter-industrial convergence. rival Japanese companies, becoming leading world players. Through the spectacular improvement of their products, design, brand image and marketing, they took market share from the big Japanese players, and fast became market leaders. Today they find themselves in a less stable situation, rattled by major Chinese manufacturers who have the same driving enthusiasm to take market share. Meanwhile, March’s catastrophic events have unleashed a powerful response from Japan’s leading companies, driving them to focus on their traditional values and core competencies to become still stronger and more competitive. We have no doubt that, in the face of this turbulent situation, Korea’s major manufacturers will find ways of mobilising their formidable assets and strengths so as not to let themselves be overwhelmed — as they themselves overwhelmed the Japanese during their ascension. Difficult times such as these can work in favour of the most ambitious, shifting the power balance among the major players and changing the market ranking. Competitive, Co-operative and Convergent Kea positions Korea’s electronics industry for a global future Sang-Hwon Jeon has played a key role in the success story that is Korea’s electronics industry. The CEO and President of the Korea Electronics Association (KEA) previously served as Director General for Electronics and IT Industries at the Ministry of Economy and Director General for Technical Innovation and Assessment at the Ministry of Science and Technology. Here, Jeon explains the role of the Korea Electronics Association (KEA)… Interview by Richard Barnes What are your goals for the coming year? A Korean government report entitled IT Industry Vision 2020, has laid out several policy agendas: to turn our prime industries into global leaders; to strengthen the dynamism of the IT industry; to turn promising industries into future prime industries; and to transform the software industry into a core engine. KEA will also continue to support small and medium-sized enterprises to grow as global enterprises. “KEA aims to strengthen the competitiveness of the Korean electronics industries” Sang-Hwon Jeon The CEO and President of the Korea Electronics Association (KEA) Hall 28 Stand 526, 526A, 510 www.ifa-international.org IFA International • Tuesday 6 th September 2011 17

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