NORWAYConsumer Electronics MarketSales, prognoses and trends

Audio/video, multimedia, photo, mobile phones and PCs

2011

Februay 2012

Pub. Affairs Man. Erik Andersen Feb. 2012 2

Total sales 2011consumer electronics and home appliances

Consumer sales value incl. Taxes in NOK

Not included: the sale of game consoles, web boards/tablets, PC software, accessories, service parts, storage media, music, video, game software. In brackets difference value from 2010 to 2011.

Audio/video prod. Included photo. 6 610 mill. NOK (- 18,1%)Home appliance products 8 868 mill. NOK (+ 7,4%)Concumer market PCs 4 325 mill. NOK (- 5,5%) Mobile phones (market value ex subcidising) 6 119 mill. NOK (- 5,7%)DECT phones 112 mill. NOK (-13,8%) TotalTotal 26 034 mill. NOK (- 5,4%) 26 034 mill. NOK (- 5,4%)

Pub. Affairs Man. Erik Andersen Feb. 2012 3

Important for 2011

• Less total decrease than expected• Big decrease in the total sale of audio and video• Small increase in total sale of electrical household appliances• Lower total value for mobile phones and PCs• Heavy growing share for 3D, IPTV and IDTV• Large LED share for LCD TV sets• Increasing sale for Blu-ray and home cinema systems• Increasing share of smart phones• Heavy growth for digital receivers• Large sale of tablets

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TV sales in 2011

• Total sale 520.000 sets. Total value 2 861 mill. NOK.• Sales decrease 12,3 % in volume, 22,3 % in value from 2010• 33 % 3DTV (3 % in 2010) 156.000 units• 86 % with LCD screen (83 % in 2010)• Approx. 60 % of the LCD TV sets with LED• Plasma share 14 % (17 % in 2010)• Total accumulated sale 3,64 mill. flat screen sets• Approx 4,6 mill. TV sets is in use in Norwegian homes by the end of

2011

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Digital video and camcorders 2011

• Total sale 365.000 units DVD and Blu-ray, increase 1 % from 2010• Increasing share of Blu-ray players (BD): 190 000 units, 48 %

growth from 2010• BD volume share 51%• In addition to this volume is all sale of DVD and BD players in game

consoles and PCs• Heavy decrease in total sale of camcorders: 38.000 pcs

(- 28 % from 2010)• All volume is HD or full HD• 3D camcorders introduced in the marked• Photo cameras and mobile phones compete even stronger as video

recording units

Pub. Affairs Man. Erik Andersen Feb. 2012 6

Still pictures cameras 2011

• Total sale 405.000 units, decreasing 18,8 % from 2010

• The split in 2011:• 290.000 compact cameras, decreasing 24 % from 2010• 106.000 SLR, slightly decreasing from 2010 • 9.000 compact system cameras, less growth than expected• 66.000 separate lens units, growth 14,5 % from 2010• The sale of still picture cameras to Norwegian consumers is

among the highest in the world, measured per capita

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The market for cameras and prints

• Nearly 9 out of 10 households have one or more compact cameras • There are 2.96 million compact cameras in Norwegian homes • 2.1 million compact cameras sold over the last five years, an average of

one per household • 42 % of Norwegian households have one or more system cameras (SLR)• There are1,07 mill. SLR cameras in Norwegian homes• Nearly 1,7 bill. pictures taken yearly in Norway• Equivalent 362 pictures per capita*• Equivalent 80 % of the total number of pictures taken, 2,143 bill.• 430 mill. pictures taken with mobile phone cameras, equivalent 91 pictures

per capita*• 20 % of the total

• *Gallup survey made for the Foundation Elektronikkbransjen January 2011

Pub. Affairs Man. Erik Andersen Feb. 2012 8

Audio/video stationary products 2011

• Total sale 219.000 audio/video systems, slightly up from 2010• 59.000 pcs (27 %) with docking systems• Micro systems still the higest sale volume• 37 % with DVD or BD (home cinema systems)• Still low volume sale of separate Hi-Fi units • 110.000 audio receivers with speakers, slightly down from 2010• 84 % of audio receivers with digital tuner• Large growth of combined receivers for Wi-Fi, DAB/DAB+ and

FM• Still high total sale of radio receivers: 801.000 pcs in 2011

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The sale of analog and digital audio receiversNot included receivers in PCs, set-top boxes, mobile phones and mp3s

2004: Total 854.000 units2005: Total 758.000 units2006: Total 769.000 units2007: Total 794.000 units2008: Total 721.000 units2009: Total 729.000 units2010: Total 838.000 units

2011: Audio/video systems 219.000 unitsSeparate receivers 147.000 unitsClock radios 72.000 unitsPortables/combinations 125.000 unitsIn-car receivers 238.000 unitsTotal 801.000 units

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The sale of digital audio receivers 2011

• Total 135.000 units, growth 65 % from 2010• Digital share of total radio receivers: 17 %• Most digital receivers is combined with Wi-Fi , DAB/DAB+

and some with FM• Wi-Fi is a bigger ”driver” in the marked than DAB• Sales splitting 2011:

9.000 units in audio/video systems

92.000 units audio receivers with speaker

26.000 units in-car receivers

8.000 portable units

Pub. Affairs Man. Erik Andersen Feb. 2012 11

The sales development of digital receivers in Norway

• Up to 2004: approx. 10.000 units• 2005: 51.000 units• 2006: 55.000 units• 2007: 61.000 units• 2008: 42.000 units• 2009: 66.000 units• 2010: 81.000 units• 2011: 135.000 units

• Accumulated sales by the end of 2011: approx. 501.000 units

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Portable audio products 2011

• Heavy decrease in the sale of portable audio receivers and combinations, 125.000 units (decrease 32 %)

• MP3 sales: 230 000 units, decrease 8 % from 2010• MP3 functions more and more replaced by mobile phones• 48 % of audio receivers and combinations with docking system

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Car entertainment 2011

• Total sale of combined audio receivers 238.000 units increasing 7 % from 2010

• Still only a few car brands can offer or deliver digital receivers

• Still little share of cars imported with GPS equipment installed

• Mobile phones with navigation software compete with in-car GPS systems

Mobile phones 2011

• Total 2 250.000 units, volume decreasing 10 % from 2010

• Total marked value 6 119 mill. NOK. Measured before operator payback

• Value decreasing 5,7 % from 2010• 65 % share of smart phones growth from 50 % in 2010, expected to

grow to 75 % in 2012• 77 % 3G phones. Growth from 63 % in 2010• 3G share still increasing

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The PC sales 2011*

• Total sale 1 467.000 units excl. servers Insignificant difference from 2010

• The split: 348.000 stationary units 1 119.000 portable units

• Total value of PCs to the consumer market : 4 325 mill. NOK

Decreasing 5,5 % from 2010

* Source: Finansavisen (sales in volume)

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Pub. Affairs Man. Erik Andersen Feb. 2012 16

Expected trends for total sale 2012

• Unchanged or a slight value decreasing for audio, video and mobile phones

• Value decreasing for the photo market• Slight increasing of the value for the home appliance products• These facts mearsured together with large sale of different

tablet products can indicate that the Norwegian home electronic bransh can experience a slight growth of the value in the coming year