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Philippines Consumer Electronics Report Q1 2013

Philippines computer market sales to reach value of $2.4 billion during 2013

We expect the Philippines IT market will grow by around 8% in 2013. Despite an uncertain economic outlook, consumer electronics spending is likely to remain fairly strong in the coming quarters, with government spending providing a stimulus. We have revised upwards our full-year 2012 private consumption growth outlook from 4.3% to 5.0% as a result of the services sectors stronger-than-expected performance in Q112. Given the Philippines low PC penetration, many provincial markets are relatively untapped territories, while rural populations contain the largest number of potential first-time mobile handset purchasers. Vendors will seek profit from product innovation such as smartphones based on the Android operating system, and 3D and LED TV sets.

Headline Expenditure Projections

Computer sales: US$2.2bn in 2012 to US$2.4bn in 2013, +10% in US dollar terms. Forecast in US dollar terms is upwardly revised following strong double-digit growth in H112.

AV sales: US$777mn in 2012 to US$848mn in 2013, 7% in US dollar terms. Forecast in US dollar terms is upwardly revised, with the main driver being demand for flat-screen TV sets.

Handset sales: US$1.9bn in 2011 to US$2.0bn in 2013, +3% in US dollar terms. Forecast in US dollar terms is unchanged, but the Philippines is seen as a high growth market for smartphones.

Risk/Reward Ratings

The Philippines score was 46.7out of 100.0, unchanged from the previous quarter. The country took 11th place in our latest RRR table, but has potential to rise over time due to rising device penetration.

Key Trends & Developments

Demand from outside Manila will continue to drive market expansion. More vendors are signing up new distributors and opening stores nationwide. Cebu is seen as a gateway to provinces in Visayas and Mindanao. Meanwhile, PCs for schools programmes will be another driver for the Philippines computer market.

As around one-third of the Philippine population still use analogue sets, there is plenty of continued growth potential in digital TV sets. The Philippines also lags many other Asian countries in adoption of digital TV. The Philippines has around 9mn TV households and, despite the popularity of mobile handsets and other portable media devices, TV remains the platform by which Filipinos access news and entertainment. Penetration of LCD TV sets is currently less than 1% of the population, but is expected to reach 4-5% within the forecast period.

Because of the orientation of Filipinos towards social networking in the mobile space, the Philippines is regarded as a promising market for smartphones. In Q112 annualised growth in smartphone reached double-digit growth territory, and smarpthones comprised around 30% of handset sales - a share which is expected to rise.

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