MZA has recently released its “Worldwide Consumer Cordless Telephone Analysis” report for 2008. This report details historic and forecast market trends as well as providing analysis of key competitor market shares.
In 2007 the total number of base units sold declined by 4% to just over 117 million units, compared with 122 million units in 2006. This decline was influenced predominantly by a 12% decline in the North American market. The Latin American market showed strong growth of 25% and the Asia Pacific and Eastern European regions witnessed 3% and 8% growth respectively. Western Europe and Middle East and Africa markets witnessed marginal declines. Despite the fall in total base units sold, worldwide handset volumes remained robust at 166 million units in 2007.
In respect of segmentation by technology, DECT technology continued to grow its share and accounted for 47% of total volume. Analogue’s share fell to 33% with the remainder of the market being made up of other digital technologies (predominantly 2.4 GHz and 5.8 GHz).
DECT technology’s growth in share was largely attributable to phenomenal growth in the North American market, where the technology was only licensed in 2005 and yet in 2007 accounted for 13% of total base units and is predicted to grow to more than 50% by the end of 2008. Latin America and Eastern European DECT market also witnessed strong growth.
Supplier Brand Share
Five major brands currently dominate the worldwide consumer cordless telephone market. Panasonic retained their number 1 position in 2007 with their share rising to 19% of base units shipped (all technologies). They were followed by Uniden, Thomson/GE/Alcatel Vtech and Siemens (now renamed Gigaset Communications), all of whom command market shares of between 9% and 11% of the worldwide market.
DECT now commands a significant share of the overall consumer cordless telephone market and as such the supplier brand positions within the DECT market, influence strongly overall success. Panasonic and Siemens (now Gigaset Communications) continued to vie for first position, with Panasonic just usurping Siemens to take the number one position in DECT base unit sales in 2007. Siemens (now Gigaset Communications) followed closely behind, with Philips, Thomson/GE/Alcatel, Binatone and VTECH also being significant.
Outlook
Many of the regional markets (notably Europe and North America) are increasingly saturated with growth in market volume being driven by replacement of existing models with more feature rich models and in North America the displacement of analogue and 2.4GHz/5.8GHz by new DECT technology models has driven market volumes.
A relatively flat market is predicted worldwide between 2008 and 2013 as growth in lesser developed market such as Eastern Europe, MEA, APAC and Latin America is offset by declines in North America and a flat market in Western Europe. DECT technology will continue to take share from other technologies and by 2011 is predicted to account for almost 80% of total worldwide market volume.
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