1© GfK April 23, 2018 | GfK slide gallery

Trends in the Markets of mobile DevicesArndt Polifke

© GfK 2018 | TechFutures: Zukunftslabor Digital | April 17, 2018

2© GfK April 23, 2018 | GfK slide gallery

Expenditures for Digital World Products

sum up to nearly 1 Trillion US$ in 2017

2017

976 (+3,2%)Bill US$

2016

946 (-0,6%)

Bill US$

2015

952 (-9,2%)

Bill US$

2018 est.

1.014(+3,9%)

Bill US$

Source: GFK Boutique

3© GfK April 23, 2018 | GfK slide gallery

Smartphones are the Product that contributes the

highest share to total Tech Markets` Revenue, however

absorbing MP3 player, navigation device, camera etc

GfK Point-of-Sales tracking, value share %

48%41%

34% 31% 28% 27% 26% 25%

4%6%

7%6%

5% 4% 3% 3%

15%14%

13%13%

12% 12% 12% 12%

16%14%

14%13%

13%12% 11% 12%

18%26%

33% 37% 42% 46% 48% 48%

2011 2012 2013 2014 2015 2016 2017 2018

Smartphones

TV

Mobile PC

Tablet

all other products

4© GfK April 23, 2018 | GfK slide gallery

Smartphones are by far the most sold Digital World Product

Smartphones

1264 1358 1423 1460 1519

2014 2015 2016 2017 2018

Smartphones

TV

232 226 225 217 226

2014 2015 2016 2017 2018

TV

PC / PC Tablet

516 455 404 375 359

2014 2015 2016 2017 2018

PC/ PC TabletSource: GfK Boutique, Global Sales Mio Units

5© GfK April 23, 2018 | GfK slide gallery

While Western Europe and Developed APAC show a decline of demand

the trend for smartphones is still positive in various regions, leapfrogging

PCs in emerging regions as primary device for internet access

Smartphones Sales growth in % - 2017 +3% units

+9% value

Source : GfK POS

+9%Latam

+4%

MEA

+9% Eeastern Europe

+8% Emerging Asia

+1%

+2%

ChinaNorthamerica

-4%

-6%

Developed APAC

Western Europe

6© GfK April 23, 2018 | GfK slide gallery

Wireless

charging bezel-less display

Face recognition

Superfast charging

4K Video recording

Battery lifetime

Double lense Camera

Storage Capacity

High resolution Audio

IP CertificationScreen-to-body-ratio

18 : 9

7© GfK April 23, 2018 | GfK slide gallery

Wearable categories at GfK: a highly innovative sector with many players

active on the market

WEARABLE DEVICES

with sensors

(e.g. HRM)

EARABLES OTHERWRIST SPORT

COMPUTERS

HEALTH & FITNESS

TRACKERS

CONNECTED

WATCHES

without SIM

with SIM

SMART

WATCHES

8© GfK April 23, 2018 | GfK slide gallery

Watch manufacturers joined the wearable market in 2017 with their own and licensed

brands while first tech brands retreat.

HEALTH FASHION

TECH

+9

9© GfK April 23, 2018 | GfK slide gallery

1,460 mnSmartphones

160 mnWearables

Globally Wearables sell 160 Million units, which is ca. 11 percent of the

demand for smartphones

33%

48%

11%

8%

Europe:

14.9 mn

units

(+20% YoY)

16%

48%

32%

4%

APAC

44.9m units

(+18% YoY)

Wrist sport computers

Health & fitness trackers

Smartwatches (SIM + No SIM)

Others (e.g. Earables, Connected Watches, Locators)

Locators

Estimated Totalmarket based on GfK POS data Jan 17 – Dec 17 for CN, JP, KR, AU, TW, SG, HK, MY

10© GfK April 23, 2018 | GfK slide gallery

Smartphones are the most

common technology device

and in many areas the main

interface to internet

With no other device

consumers build such a

strong personal relationship

New innovative features

are attracting buyers to

even increase their

spendings for smartphones

Smart Watches are used as

companion product to a

smartphone due to lacking

UI/UX, limiting use cases

Makers of wearables come

from various industries, putting

more focus now on design and

look & feel

AI may help to let consumers

control devices by voice

commands or gestures, which

could also increase adoption rates

11© GfK April 23, 2018 | GfK slide gallery

Smartphones will remain

Wearables will emerge as an

independent category

12© GfK April 23, 2018 | GfK slide gallery

Thank you very much!