Independent 5-year Consumer Electronics Industry Forecasts for Thailand

Thailand’s consumer electronics devices market, defined as the addressable market for computing devices, mobile handsets and AV products, is projected at about US$8.0bn in 2011. This is expected to increase at a CAGR of about 8% to nearly US$12.0bn by 2014, driven by the growing affordability and popularity of flat-screen TV sets, low-cost smartphones and other digital lifestyle products. In Q210, demand for consumer electronics devices recovered strongly after political turmoil had earlier affected sales of smartphones and some other high-end products. Sales of flat-screen TV sets surged ahead of the FIFA World Cup in June 2010, with retailers reporting an uplift in demand in both Bangkok and upcountry areas, while computer sales also bounced back in May and June.

Computers
Computer hardware accounted for about 51% of Thai consumer electronics spending in 2009. Research forecasts Thai domestic market computer sales (including notebooks and accessories) of US$4.2bn in 2011. The computer hardware CAGR for the 2011-2015 period is forecast at about9%, in the context of a currently low PC penetration rate of about 14% and which is expected to pass 25% by 2015. Drivers will include growing affordability of notebooks, wireless networking capabilities and government programmes.

AV Devices
AV devices accounted for about 31% of Thailand’s consumer electronics spending in 2009. The Thai domestic AV device market is projected to be worth US$2.8bn in 2011. With relatively low penetration of both flat panel TV sets and digital cameras,he the market is expected to grow at a CAGR of 8% between 2011 and 2015, to a value of US$6.4b in that year. Theaverage sales price of an LCD TV set continued to fall in 2010, thanks to price competition, particularly in the 32-inch under and below segment.

Mobile Handsets
Mobile handset sales accounted for about 14 % of Thai consumer electronics spending in 2009. Thai market handset sales are expected to grow at a CAGR of about 7y% to US$1.5bn in 2015, as mobile subscriber penetration reaches 129%. Sales are dominated by lower priced mass market phones, but there will be growing demand for smartphones, with 2010 sales estimated to be running at about 100,000 units per month.

TABLE OF CONTENTS

Executive Summary  5
SWOT Analysis  7
Thailand Consumer Electronics Market SWOT  7
Thailand Electronics Industry SWOT . 8
Thailand Political SWOT  9
Thailand Economic SWOT  10
Thailand Business Environment SWOT  11
Business Environment Ratings  12
Table: Asia Regional Consumer Electronics Business Environment Ratings . 12
Consumer Electronics Market  15
Computers. 15
Table: Computers: Demand  15
AV . 17
Table: AV – Demand. 17
Mobile Handsets . 21
Table: Mobile Handsets – Demand . 21
Electronics Industry  24
Overview . 24
Table: Electronics Output . 24
Computers. 28
Table: Computers – Production  28
AV . 28
Table: AV – Production  28
Communications . 29
Tables: Communications – Production . 29
Industry Forecast Scenario . 30
Table: Consumer Electronics Overview, 2007-2014 . 31
Government Authority . 32
Industry Developments. 33
Macroeconomic Forecast  35
Table: Thailand - Economic Activity  37
Competitive Landscape  38
Computer  38
Handsets . 41
AV . 44
Company Profiles  47
Hana Microelectronics . 47
BMI Methodology  48
How We Generate Our Industry Forecasts . 48
Electronics Industry  49
Sources . 49