LIST OF CONTENTS AND TABLES

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2 LIST OF CONTENTS AND TABLES Mobile Phones in the Netherlands - Category analysis... 1 Headlines... 1 Trends... 1 Competitive Landscape... 2 Prospects... 3 Category Data... 4 Table 1 Sales of Mobile Phones: Volume Table 2 Sales of Mobile Phones: Value Table 3 Sales of Mobile Phones: % Volume Growth Table 4 Sales of Mobile Phones: % Value Growth Table 5 Mobile Phones Company Shares Table 6 Mobile Phones Brand Shares Table 7 Sales of Mobile Phones by Distribution Format Table 8 Forecast Sales of Mobile Phones: Volume Table 9 Forecast Sales of Mobile Phones: Value Table 10 Forecast Sales of Mobile Phones: % Volume Growth Table 11 Forecast Sales of Mobile Phones: % Value Growth Consumer Electronics in the Netherlands - Industry Overview... 8 Executive Summary... 8 Frugal Consumers Hinder Sales Growth Sees Sales Recover... 8 Leading Multinationals Further Gain Share... 8 Internet Retailing Benefits From Bargain Hunters... 8 Slow Growth Ahead As Consumers Update Consumer Electronics... 9 Key Trends and Developments... 9 Economic Performance... 9 New Generation Products Attract Consumers Internet Retailing Fuels Growth and Demand Specialist Retailers Summary 1 Leading Specialist Retailers Market Data Table 12 Sales of Consumer Electronics by Category: Volume Table 13 Sales of Consumer Electronics by Category: Value Table 14 Sales of Consumer Electronics by Category: % Volume Growth Table 15 Sales of Consumer Electronics by Category: % Value Growth Table 16 Consumer Electronics Company Shares Table 17 Consumer Electronics Brand Shares Table 18 Sales of Consumer Electronics by Distribution Format Table 19 Forecast Sales of Consumer Electronics by Category: Volume Table 20 Forecast Sales of Consumer Electronics by Category: Value Table 21 Forecast Sales of Consumer Electronics by Category: % Volume Growth

3 Table 22 Forecast Sales of Consumer Electronics by Category: % Value Growth Sources Summary 2 Research Sources... 18

4 MOBILE PHONES IN THE NETHERLANDS - CATEGORY ANALYSIS HEADLINES 23% volume growth and 41% current value growth from 2009 to reach 3.5 million units and 780 million in 2010 Affordable contracts and widening range of apps drive growth for smartphones Smartphones most dynamic with 91% volume growth in 2010 Nokia s dominance soars by nine percentage points to reach 61% volume share in % volume CAGR and 4% constant value CAGR expected for forecast period TRENDS Mobile phones benefited from the strong ongoing success of smartphones in Dutch consumers are enthusiastic about intelligent phones that they can easily personalise in terms of applications and functionality. Dutch consumers were also attracted to smartphones by the leading mobile phone providers offering affordable monthly contracts including free smartphones. This encouraged the expansion of smartphones from a business environment into consumers lives. Mobile phones saw an impressive volume growth in 2010 over the previous year, with sales rising by 23%. This was entirely due to a strong 91% volume growth for smartphones, with these products reaching a dominant share of 52% in unit volume in 2010 and 84% value share due to their higher unit price. Smartphones first emerged in 2006, with strong growth thus also being linked to their novelty. The ongoing strong performance of smartphones in 2010 resulted in overall mobile phones seeing a stronger performance in the year in comparison to the review period as a whole. Heavy decline for feature phone sales resulted in overall annual volume decline for each year of the review period up to 2010, with an overall decline of 39%. Feature phones declined by 12% in volume terms in 2010 over the previous year. However, these products continued to have a large share of sales in 2010 at 48% in unit volume terms. Dutch consumers tend to own more than one mobile phone, with many opting for a feature phone as an affordable back-up. Service contracts for mobile phones in the Netherlands are mainly based on monthly subscription plans covering either a one- or two-year contract. This type of contract accounted for 71% of all mobile phone plans in the Netherlands at the end of the review period. Pay as you go prepaid services meanwhile accounted for 15% of contracts in 2010, down from 16% share in 2009 and 27% share in These types of contract are popular with people without a steady income. There however continued to be a shift to monthly subscriptions, due to the value offered by these contracts and the attractive phones provided free with contracts. Phone only contracts are meanwhile mostly popular with business people, with these contracts accounting for 14% of mobile phone contracts in 2010.

5 The increasing use of the internet via phone also encouraged consumers to switch to monthly subscriptions with a generous data allowance towards the end of the review period. The use of the internet via mobile phones increased rapidly in 2010 due to the growing household penetration of smartphones. Online shopping using a smartphone proved particularly popular among consumers, with many using this channel to place smaller orders for everyday purchases. COMPETITIVE LANDSCAPE Nokia is the dominant player in mobile phones and accounted for a strong 61% volume share in The company has a strong dominance in feature phones, where it accounted for 82% volume share, and also led sales of smartphones with 41% share in the year. The company has a particularly strong position in feature phones thanks to its strong focus on pay-as-yougo phones, with the company s range widely available via a number of different Dutch retail channels, including leading supermarkets/hypermarkets.

6 PROSPECTS Smartphones are expected to increasingly target young consumers during the forecast period. Young consumers are increasingly interested in owning such products and also have growing financial strength. As smartphones are expected to become cheaper during the forecast period, those aged below 16-years-old are expected to become an increasingly important consumer group. Players may well follow Blackberry s successful strategy and introduce instant messaging on smartphones during the forecast period, as they seek to appeal to this consumer group.

7 CATEGORY DATA Table 1 Sales of Mobile Phones: Volume '000 units Feature Phones Smartphones Mobile Phones Table 2 Sales of Mobile Phones: Value EUR million Feature Phones Smartphones Mobile Phones Table 3 Sales of Mobile Phones: % Volume Growth % volume growth Feature Phones Smartphones Mobile Phones 2009/ CAGR 2005/10 Total Table 4 Sales of Mobile Phones: % Value Growth % current value growth Feature Phones Smartphones Mobile Phones 2009/ CAGR 2005/10 Total

8 Table 5 Mobile Phones Company Shares % retail volume Company Total Table 6 Mobile Phones Brand Shares % retail volume Brand Company Total Table 7 Sales of Mobile Phones by Distribution Format % retail volume

9 Store-Based Retailing - Grocery Retailers - - Discounters - - Hypermarkets - - Supermarkets - Non-Grocery Retailers - - Electronics and Appliance Specialist Retailers - - Mixed Retailers - Other store-based retailing Non-Store Retailing - Direct Selling - Homeshopping - Internet Retailing Total Table 8 Forecast Sales of Mobile Phones: Volume '000 units Feature Phones Smartphones Mobile Phones Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 9 Forecast Sales of Mobile Phones: Value EUR million Feature Phones Smartphones Mobile Phones Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 10 Forecast Sales of Mobile Phones: % Volume Growth % volume growth 2014/ CAGR 2010/15 Total Feature Phones Smartphones Mobile Phones Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

10 Table 11 Forecast Sales of Mobile Phones: % Value Growth % constant value growth Feature Phones Smartphones Mobile Phones CAGR 2010/15 TOTAL Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

11 CONSUMER ELECTRONICS IN THE NETHERLANDS - INDUSTRY OVERVIEW EXECUTIVE SUMMARY Frugal Consumers Hinder Sales Growth Consumer electronics saw unit volume decline for the review period as a whole, with this reflecting Dutch consumers frugal attitudes. Other than for the replacement of broken products, consumers are often unwilling to buy consumer electronics unless they perceive these products to offer a genuine innovation. Sales were further impacted by consumers economic concerns towards the end of the review period, as a result of the economic downturn Sees Sales Recover However, while sales declined for the review period as a whole they saw a good growth in 2010 over the previous year. This was due to a number of reasons. The Dutch economy notably returned to real GDP growth in 2010, which alleviated consumers economic concerns to an extent. In addition, good growth was supported by a shift towards new-generation products, such as smartphones within mobile phones and internet enabled TVs. Sales growth in televisions and projectors was also boosted by the FIFA 2010 Football World Cup, with footballloving Dutch consumers upgrading products in order to ensure an optimum viewing experience during the contest. Leading Multinationals Further Gain Share Consumer electronics is led by a handful of strong multinationals, with Nokia, Sony and Apple being the leading players at the end of the review period. The leading players maintained or improved their share in 2010 over the previous year, with this reflecting a strong investment in innovation. Apple for example notably benefited from its launch of ipad in tablets and other portable computers in Internet Retailing Benefits From Bargain Hunters Internet retailing saw a strong growth in volume share in consumer electronics in 2010 over the previous year. This was partly due to consumers becoming increasingly confident in payment security when buying online. In addition, sales benefited from the economic downturn, with many consumers being attracted by the bargains to be found online. A widening range of internet retailing players also boosted sales, with electronics and appliance specialist retailers such as Media Markt entering internet retailing in Electronics and appliance specialist retailers increasingly regard internet retailing as a complement to their store-based retailing operations, rather than as a competing channel. Electronics and appliance specialist retailers however continued to dominate sales in 2010 and gained further share thanks to the judicious use of price promotions.

12 Slow Growth Ahead As Consumers Update Consumer Electronics Consumer electronics is expected to return to growth during the forecast period. This will be due to consumers updating their consumer electronics in response to recent innovations. There is expected to be an ongoing shift towards 3D and internet enabled TV, for example, and strong growth for BD players, HD camcorders and e-readers. Growth will also be supported by a slow return to economic growth. Growth rates will however continue to be hindered by consumers frugality, particularly in the wake of the economic downturn, and by maturity in many product areas. KEY TRENDS AND DEVELOPMENTS Economic Performance Current Impact Outlook

13 Future Impact New Generation Products Attract Consumers Current Impact

14 Outlook Future Impact Internet Retailing Fuels Growth and Demand Current Impact

15 Outlook Future Impact Specialist Retailers Current Impact

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17 MARKET DATA Table 1 Sales of Consumer Electronics by Category: Volume '000 units Computers and Peripherals In-Car Entertainment In-Home Consumer Electronics Portable Consumer Electronics Consumer Electronics Table 2 Sales of Consumer Electronics by Category: Value EUR million Computers and Peripherals In-Car Entertainment In-Home Consumer Electronics Portable Consumer Electronics Consumer Electronics Table 3 Sales of Consumer Electronics by Category: % Volume Growth % volume growth Computers and Peripherals In-Car Entertainment In-Home Consumer Electronics Portable Consumer Electronics Consumer Electronics 2009/ CAGR 2005/10 Total Table 4 Sales of Consumer Electronics by Category: % Value Growth % current value growth Computers and Peripherals In-Car Entertainment In-Home Consumer Electronics Portable Consumer Electronics 2009/ CAGR 2005/10 Total

18 Consumer Electronics Table 5 Consumer Electronics Company Shares % retail volume Company Total Table 6 Consumer Electronics Brand Shares % retail volume Brand Company

19 Total Table 7 Sales of Consumer Electronics by Distribution Format % retail volume Store-Based Retailing - Grocery Retailers - - Discounters - - Hypermarkets - - Supermarkets - Non-Grocery Retailers - - Electronics and Appliance Specialist Retailers - - Mixed Retailers - Other store-based retailing Non-Store Retailing - Direct Selling - Homeshopping - Internet Retailing

20 Total Table 8 Forecast Sales of Consumer Electronics by Category: Volume '000 units Computers and Peripherals In-Car Entertainment In-Home Consumer Electronics Portable Consumer Electronics Consumer Electronics Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 9 Forecast Sales of Consumer Electronics by Category: Value EUR million Computers and Peripherals In-Car Entertainment In-Home Consumer Electronics Portable Consumer Electronics Consumer Electronics Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 10 % volume growth Forecast Sales of Consumer Electronics by Category: % Volume Growth / CAGR 2010/15 Total Computers and Peripherals In-Car Entertainment In-Home Consumer Electronics Portable Consumer Electronics Consumer Electronics Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth % constant value growth CAGR 2010/15 TOTAL

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