Computers and Peripherals in Poland - New Market Research Report

Fast Market Research recommends "Computers and Peripherals in Poland" from Euromonitor International, now available

[USPRwire, Wed Nov 26 2014] In 2014, tablets showed its true potential as successors of laptops, especially in retail. 2014 was the first year in which overall sales (business and retail) of tablets outperformed volume sales of laptops. There are several reasons for what is a truly astonishing achievement. First of all, popularity of low-cost android-based tablets surprised manufacturers. Local companies offering imported Chinese products under Polish brands such as GoClever, Lark, Prestigio, Manta and others have been able to take around 50% share of tablets in Poland by offering extremely cheap products via various distribution channels, including discounters and telecoms. Secondly, what once was a promising product netbooks is almost non-existent with less than 50,000 units sold in 2014. Sales of netbooks were overtaken by tablets which are lighter and cheaper but offer similar screen size and performance. Thirdly, consumers increasingly chose tablets over laptops. In 2014, demand for advanced hybrid tablets with detachable keyboards was especially visible. It means that nowadays even high-end laptop models are replaced by respective tablets which offer the owners a choice between tablet and laptop functionality in similar price.

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Competitive Landscape

Samsung was the bestselling brand in computers in 2013. With 24% share of retail volume sales it is an unquestionable leader, gaining six percentage points in shares since 2012. It means that Samsung sold 292,000 units more of its devices in 2013 than in 2012. The most important product in its success was tablets. Samsung managed to sell 405,000 tablets in 2013. The most important factors for such high sales were: competitive average price per unit (especially when compared with other high-end products), focus on small screen tablets which proved to be the most popular ones, heavy marketing of its Galaxy brand on both tablets and smartphones and last but not least an attractive offer of some telecoms selling Galaxy tablets for a small proportion of its real costs if consumers decided to sign a contract with them. In addition, Samsung managed to defend its sales of laptops in which the majority of international manufacturers lost a considerable proportion of their volume sales in 2013.

Industry Prospects

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