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Home Telephone ProductsProduct Type: Market Research ReportPublished by: Mintel International Group Ltd. Published: September 2003 Product Code: R560-819 Description With nearly universal penetration, the $2.6 billion market for home telephone products is mature, and as with other mature consumer electronics market, growth is pinned on technological innovation. From the mid-1990s through the beginning of this decade, several innovations stimulated growth, including the introduction of caller ID, digital answering machines, and cordless telephones that transmit signals in higher, more powerful and more secure radio bandwidths.In spite of these advances, competition from the mobile phone market is plaguing the industry-dollar sales have fallen every year since 1998, volume sales every year since 1999. While phone services continue to rise in popularity, phone hardware sales will continue to slide until new technological breakthroughs compel consumers to trade up from current products. Table of Contents INTRODUCTION & ABBREVIATIONS INTRODUCTION OTHER RELEVANT REPORTS DEFINITION ABBREVIATIONS & TERMS Abbreviations Terms EXECUTIVE SUMMARY VOLUME AND VALUE FALLING CELL PHONES SHRINK HOME PHONE MARKET SOHO/WEALTHY CRUCIAL TO MARKET CORDLESS PRODUCTS LEAD SALES ALL MARKET SEGMENTS DECLINING IN SATURATED MARKET HIGHER AND HIGHER FREQUENCIES LEADING SUPPLIERS EXIT FIELD LIMITED SUPPLIER ADVERTISING THE CONSUMER Product ownership high Short replacement cycle Mass merchandisers reign Price and features most important in purchase decision THE FUTURE MARKET DRIVERS COMPETITION FROM MOBILE PHONES SMALL OFFICE/HOME OFFICE TRENDS PRODUCT INNOVATION AND PUBLIC AWARENESS NUMBER OF HOUSEHOLDS Figure 1 Numbers of households, 1997-2007 MARKET SIZE & TRENDS MARKET SIZE Figure 2 Total factory sales of home telephone products, at current and constant prices, 1998-2003 Graph 1 Trends in sales of home telephone products, at current and constant prices, 1998-2003 Figure 3 Total volume sales of home phone products, 1998-2003 MARKET TRENDS Figure 4 Factory prices on home phone products, 2000-2002 Graph 2 Average price of home telephone products, 2000 & 2002 PRODUCT TIMELINE MARKET SEGMENTATION INTRODUCTION Figure 5 Factory sales of home phone products, by type of product, 2001 & 2003 Graph 3 Telephone product sales, by segment, 2003 Graph 4 Trends in sales of home telephone products, by segment, 1998-2003 CORDLESS PHONES Figure 6 Factory sales of cordless phones, at current and constant prices, 1998-2003 Figure 7 Volume sales of cordless phones, 1998-2003 ANSWERING MACHINES Figure 8 Factory sales of telephone answering devices, at current and constant prices, 1998-2003 Figure 9 Volume sales of telephone answering devices, 1998-2003 CORDED PHONES Figure 10 Factory sales of corded phones, at current and constant prices, 1998-2003 Figure 11 Volume sales of corded phones, 1998-2003 CALLER ID BOXES Figure 12 Factory sales of caller ID boxes, at current and constant prices, 1998-2003 Figure 13 Volume sales of caller ID boxes, 1998-2003 SUPPLY STRUCTURE MAJOR MANUFACTURERS LEAVE THE MARKET... ...AND OTHERS JOIN THE FRAY MARKET LEADERS VTech Holdings Limited (VTech, AT&T) ATLINKS (GE) Uniden Corporation (Uniden) Matsushita (Panasonic) Conair Corporation (Conair, Southwestern Bell Freedom Phones) Siemens AG (Siemens, Sylvania) Motorola SMALLER SUPPLIERS ADVERTISING & PROMOTION PRINT AND TELEVISION CAMPAIGNS INTERNET SITES PROMOTIONS AND MARKETING RETAIL DISTRIBUTION INTRODUCTION Figure 14 Where home telephone products are bought, July 2003 Figure 15 Consumer electronics product sales for selected retailers, 2001 and 2002 ELECTRONICS STORES Best Buy Circuit City Radio Shack MASS MERCHANDISERS Wal-Mart Target Stores Costco Kmart SAM'S CLUB DEPARTMENT STORES JCPenney Corporation Sears Roebuck & Company OFFICE SUPPLY STORES Office Depot Staples OfficeMax THE CONSUMER INTRODUCTION TELEPHONE OWNERSHIP Figure 16 Home telephone ownership, January-September 2002 CORDLESS PHONE OWNERSHIP Figure 17 Cordless phone ownership, by selected demographics, January-September 2002 SPEAKER PHONE OWNERSHIP Figure 18 Speaker phone ownership, by selected demographics, January-September 2002 ANSWERING MACHINE AND CALLER ID UNIT OWNERSHIP Figure 19 Answering machine/caller ID unit ownership, July 2002 Figure 20 Answering machine/caller ID unit ownership, by age, July 2002 Figure 21 Answering machine/caller ID unit ownership, by household income, July 2002 Figure 22 Answering machine/caller ID unit ownership, by race, July 2002 Household use of caller ID service Figure 23 Have caller ID service, by selected demographics, January-September 2002 PRODUCTS PURCHASED IN PREVIOUS YEAR Figure 24 Whether phone was bought in previous year, by type of phone owned, January-September 2002 Amount spent on most recent product purchases Figure 25 Amount spent on most recent product purchase, January-September 2002 WHERE TELEPHONE EQUIPMENT IS PURCHASED Figure 26 Where home telephone products are bought, July 2003 Figure 27 Where home telephone products are bought, by race, July 2003 Figure 28 Where home telephone products are bought, by age, July 2003 Figure 29 Where home telephone products are bought, by household income, July 2003 Figure 30 Where home telephone products are bought, by region, July 2003 Figure 31 Where home telephone products are bought, by metropolitan status, July 2003 MOST IMPORTANT FACTOR IN PURCHASE Figure 32 Most important factors in product selection, July 2003 Figure 33 Most important factors in product selection, by household income, July 2003 Figure 34 Most important factors in product selection, by age, July 2003 Figure 35 Most important factors in product selection, by place of purchase, July 2003 SUMMARY FUTURE & FORECAST FUTURE TRENDS Wireless phones as primary phones Home networking/SOHO products Battle for phone services Video and IP telephony MARKET FORECAST Overview Figure 36 Forecast of factory sales of home telephone products, at current and constant prices, 2003-2008 Graph 5 Forecasted trends in sales of home phone products, at current and constant prices, 2003-2008 Cordless phones Figure 37 Forecast of factory sales of cordless phones, at current and constant prices, 2003-2008 Answering machines Figure 38 Forecast of factory sales of telephone answering devices, at current and constant prices, 2003-2008 Corded phones Figure 39 Forecast of factory sales of corded phones, at current and constant prices, 2003-2008 Caller ID boxes Figure 40 Forecast of factory sales of caller ID boxes, at current and constant prices, 2003-2008 Forecast factors APPENDIX: TRADE ASSOCIATIONS APPENDIX: RESEARCH METHODOLOGY CONSUMER RESEARCH Sampling & Weighting Presentation & Definition Further Analysis TRADE RESEARCH Informal trade research Formal trade research DESK & INTERNET RESEARCH SOURCES DEFINITIONS FORECASTS APPENDIX: WHAT IS MINTEL? MINTEL PUBLICATIONS MINTEL SERVICeS Product retrieval Retail audits Tailored research Global New Products Database RESEARCH SUPPORT/CONSULTANCY/MIC The Mintel Information Centre (MiC) PR Research |
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