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市場調査レポート
新興国の個人向けPC市場における収益拡大戦略
How to Increase Consumer PC Revenues in 12-24 Months: Strategies for Capturing Incremental Near-term PC Markets in Developing Countries
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Abstract
Summary
This report provides PC and PC-related business managers with strategies for
increasing near-term revenue in developing countries. The report features
high-value qualitative and quantitative data from seven key emerging-market
countries including China, India, Brazil, South Africa and Mexico, and a
detailed segmentation model for incremental PC markets. The report begins with
strategic recommendations for effectively capturing near-term markets without
jeopardizing company margins or requiring radical changes in business
operations. These recommendations are supported by the research and analysis
that follow in the body of the report.
Selling Points
- Quantifies incremental growth opportunities for PC manufacturers
- Contains strategic recommendations for capturing identified growth markets
- Contains detailed segmentation model of near-term market candidates
- Contains primary research data for seven key emerging market countries
including China, India, Brazil, South Africa and Mexico
- Provides worldwide near-term consumer PC market sizes by demographic group
and by country for 182 countries
Target Audience
This report is important for regional and country PC business managers, global
product managers who are responsible for designing SKUs for developing
countries, and strategists who are concerned with devising company growth
strategies for the next 1-2 years.
Unique Aspects
- Survey results from in-depth primary research in emerging-market countries
informs findings and recommendations
- Strategic recommendations are designed to impact near-term business
decisions
- Highlighted companies include Microsoft, Intel, AMD, Dell, HP, Lenovo and
the One-Laptop-per-Child Initiative
- Addresses Linux, Open Source Software and piracy concerns
Research Methodology
Vital Wave Consulting compiles hard-to-find data on emerging market countries
and validates it using unique, proprietary methodologies and extensive primary
research. For this report, Vital Wave Consulting conducted in-depth primary
interviews in seven representative emerging market countries. The data and
analysis provided in this report reach an actionable level beyond other
commercial reports.
Table of Contents
Executive Summary and Recommendations
Key Terms and Concepts
- Part 1 Introduction to Near-term Growth Markets
- Part 2 The PC Market in Developing Countries
- A. Economic Development and Income Growth
- B. Increasing Technology Consumption
- C. Consumption Trends
- D. The Near-term Growth Market for PCs
- 1. The Total Addressable Market
- a. Geographic Distribution
- b. Urban versus Rural
- Part 3 Factors that Influence PC Purchases in Developing Countries
- A. Perceived Cost
- 1. Price Sensitivity
- 2. Industry Response to Price Sensitivity
- a. Software Trends
- b. Low-cost PCs
- B. Perceived Price
- 1. Availability of Financing
- a. Commercial Bank Loans
- b. Retailer Financing
- c. Pay-as-you-go
- d. Micro-lending Organizations
- e. Bundled Services
- C. Perceived Value of a PC
- 1. Functional Awareness
- 2. Internet Access
- 3. Preference for the PC Form Factor
- 4. Service and Support
- 5. Localized, Relevant Content and Applications
- 6. Microbusiness Facilitation
- Part 4 Near-Term PC Market Segmentation
- A. The PC Decision Maker in Emerging Market Households
- B. Demographic Group 1 - Young Independent Adults
- 1. Approximate Market Size
- C. Demographic Group 2 - Parents of Students
- 1. Approximate Market Size
- D. Demographic Group 3 - Mature Independent Adults
- 1. Approximate Market Size
- E. Behavior Motivators
- F. Market Segments
- 1. Segment 1 - Young Aspirants
- a. Perceived Value of a PC
- b. Strategic Insights: Computer Access as Both a Driver and
Inhibitor
- 2. Segment 2 - Doting Parents
- a. Perceived Value of a PC
- b. Strategic Insights: Messaging
- c. Strategic Insights: Parents of University Students
- d. Strategic Insights: Women as Influencers
- e. Strategic Insights: Family Size
- 3. Segment 3 - Here-and-Now Consumers
- a. Perceived Value of a PC
- b. Strategic Insights: Internet Usage as Both a Driver and Inhibitor
- G. Strategic Insights: Priority Messaging
- Appendix A - Impact of Price Sensitivity on Developing-Country
Software Markets
- Linux and Open Source Software
- Piracy
- Microsoft Corporation
- Appendix B - Near-term PC Market Household Data by Country and
Region
- Number of Households
- Average Household size
- Income Bands
- Estimated Demographic Group Sizes
Publication Information
Upcoming Research Reports from Vital Wave Consulting
Endnotes
Tables and Figures
- Table 1 - Addressable Market Income Bands in US $ and Purchasing Power
Parity
- Table 2 - Durable Goods and Consumer Electronics Present in Surveyed
Households
- Table 3 - Total Addressable Near-term PC Market Households
- Table 4 - Near-term PC Market Candidates in Developing Countries by Region
- Table 5 - University Students and PC Ownership
- Table 6 - Monthly Total Cost of PC Ownership and Internet Service Compared
to Internet Café Usage Costs
- Appendix B - Worldwide Near-term Consumer PC Market Size by Demographic
Group and by Country
- Figure A - Near-term PC Growth Market Size (in Households)
- Figure B - Share of ICT Spending by Industry
- Figure C - Technology Penetration Trends in Developing Countries
- Figure D - Geographic Location of Near-term Market Candidates
- Figure E - Urban versus Rural Split of Near-term Market Households
- Figure F - Average Price of a Low-end PC as a Percentage of Average
Monthly Income in Near-term PC Market Household versus Household PC Penetration
- Figure G - Real Price, Perceived Price, and Willingness to Pay for a PC
- Figure H - Near-term Market Demographic Distribution
- Figure I - Near-term Consumer PC Market Demographic Groups in Developing
Countries
- Figure J - Near-term Consumer PC Market Segmentation in Developing
Countries
- Figure K - Structure of the Household across World Regions
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