Market Study Brief: Global / Canadian Mobile Phone Accessories

Mobility Solutions

Market Study Brief: Global / Canadian Mobile Phone Accessories

Analysis & Recommendations

Your guide from Innovation to commercialization2015

Potential Benefits for Telco with Accessories Portfolio?

Product Type SituationARPU Drivers

By Avoiding Accessory By Using Accessory

Protective Case Mobile phone damage No cellphone use Negative Churn (reduced repair cost); Uninterrupted use of cellular services

Battery Bank Low battery Reduced use of mobile voice and data services

Uninterrupted use of cellular services

Bluetooth Headset Involved in other activity such as driving, cooking, etc.

No cellphone use Increased use of mobile voice services

Smart Watch Away from phone No cellphone use Increased use of mobile data services

Is it Worth Thinking about Mobile Phone Accessories Segment?

“The global mobile phone accessories market is expected to expand at a CAGR of nearly 7% and reach US$ 121.72Bill in value by 2025. Robust demand for protective covers and power banks will

fuel the market.”

- FMI (Future Market Insight)

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Our Research MethodologyPrimary Research

Secondary Research

Method Store Survey and Sales Representative Interview

# of Interviews 17 Client / Reps (F2F) + Operators + Accessories Manufacturers + Survey

Stores Visited TELUS, Bell, Rogers, Wind, Best Buy, The Source, Wireless Wave, TBooth Wireless and Walmart, Hipstreet, Gentel

Kiosks Visited Virgin Mobile, Fido, Koodo, Itech and Cellicon

Dates Sep - Oct 2015

City Toronto, Markham, LinkedIn

Locations Vaughan, Yorkdale Mall, Markville Mall and Eaton Centre

Sample questions asked to the Sales Representative:

Q. What are your best selling accessories and how do you sell?Q. Who is currently buying accessories from your store?Q. How important is price to customers when choosing this type of product?Q. How can you best communicate offers to the customers you are interested in attracting?

• Industry Reports - IDC, Gartner, FMI, etc. • E-resources - Articles, Blogs, etc.

• Industry Experts F2F meetings - Product Managers, Buyers, etc.

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Canadian Mobile Phone Accessories Market

By Product Type (Leading Brands by Type)

By Distribution Channel

Protective Case Charging Audio

Health & Fitness Smart Watches Other

Multi Brand Store

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Online Store

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Key Findings in Canadian Marketplace

Benefits of Accessories Segment in Store Retail Top 5 Purchase Considerations

Convoluted Market Segment• # of retailers, operators, OEMs etc.• No clear winner• Not considered as mainstream

product especially by operators

Handful of Niche Brands• No brand with products in all

accessory segment• Less product differentiation• Popular brands available at all

retailers

Sales Channel• Multiple sales channel (direct,

retailers (all tiers) and operators)• No exclusive retailer/reseller

1. Features2. Brand3. User Reviews4. Retailer/Online Reps Perspective5. Product’s Appearance

Destination stores / Flagship stores - to maximize brand presence and feel

Focus as exploration playground - to attract customers to interact with products

Discount option - margins are high on accessories

Pricing is important and market is segmented on the basis of price range into premium, mid and low.However, the mid segment dominated the global mobile phone accessories market in 2014 and is expected to

remain dominant through 2025.

- FMI (Future Market Insight)

Key Recommendations Across Various Stakeholders

Enhance in-store experience based on how you want to brand• Select hero products that resonates with your brand values• Invest in innovative ways such as interactive display, samples and demos, etc. to make

customer-interaction more engaging • Educated commissioning rep could be key to success within store

Differentiate products based on lifestyle and branding message• Segment products not by price but by type such as sport, health, etc. • For example, retailers that modify their offerings to reflect the health and wellness

trend can differentiate themselves from their competitors• Understand which wearable devices and platforms are important to your high-value

customers and your target market

Segment, target and communicate - pair accessories based on device tier• Regularly update customers about new product addition, and changes in product

portfolio and offers• Key to success lies in product messaging, device bundling especially if the product

already has benefits that have not been actively promoted• Communications can help propel a business from a stagnant sector into a new one

with significant growth prospects

05/03/2023

Thank You !

If you are interested to learn more details, Click on the link below to download detailed report

http://info.markitech.ca/global-and-canadian-mobile-phone-accessories-analysis-recommendations