During the first 6 months of 2016 a clear trend becomes visible: less mobile handsets are sold but consumers choose more expensive and better equipped devices. The fact that the Belgian operators offer attractive subsidy models is definitely one of the main reasons for this trend.
If you are willing to commit to a long-term subscription (12 or 24 months), operators offer a fancy handset at a catchy price and consumers seem to like this. Whereas in the first half of 2015, about 17% of the mobile handsets sold, cost more than €400, more than 25% all handsets sold were in that price bracket during the Jan-Jun 2016 period. Apple and Samsung are dominating this part of the market, but challengers like Huawei, LG, Microsoft and Sony also offer decent solutions.
On a global scale, the market of smartwatches almost collapsed. There is a lot of negative buzz and signals of over-supply. We do not notice this trend on the Belgian market. On the contrary: sales of smartwatches more than doubled in Q2/2016 (vs Q2/2015), the realized turnover even tripled! Brands like Apple, Fitbit, Garmin, Huawei, Motorola and Samsung are boosting the ASP (Average Selling Price) towards €240 in the first 6 months of 2016. Although it is still a niche market, the ‘average consumer’ will definitely get to know this piece of technology!
Jürgen De Mesmaecker - Industry Lead Technology