Bahrain Consumer Electronics Report Q4 2013 - New Market Report

Bahrain's consumer electronics market is limited by the small size of the population, which means that devices are mostly distributed via regional hubs. Despite its small size there are considerable opportunities in Bahrain due to high incomes in the country and the propensity of the local population to spend on consumer electronics equipment. In 2012 the market received an additional boost from increases in public sector salaries. This was a government response to public unrest, which we expect to benefit the market in 2013. Smartphones and tablets are the fastest-growing device categories in the market, although big-ticket items such as LED and 3G TV sets will also contribute to the market's expected expansion. While there are many positive aspects to Bahrain's market, it should be noted that civil unrest and an unstable political outlook pose downside risks to our forecasts for the sector's growth.

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Headline Expenditure Projections

Computer Sales: The market will increase from US$221mn in 2012 to US$251mn in 2013. Over our forecast period to 2017 we expect that tablets and notebook hybrids will dominate the consumer market, while demand from SMEs will also support growth.

AV Sales: The largest sector of the consumer electronics market will be driven by demand for flat-screen TV sets, taking the value of the overall market from US$349mn in 2012 to US$446mn by 2017. The launch of next-generation games consoles in Q4 2013 could result in a small boost to sales.

Handset Sales: We predict a rise from US$97mn in 2012 to US$86mn in 2013. The smartphone market is the fastest-developing segment of Bahrain's consumer electronics market, with Samsung keeping a tight grip on its market leadership while global challengers such as Apple, Huawei and Nokia maintain a strong presence.

Key Trends And Developments

The mobile handset market is booming and attracting the attention of a range of vendors. Since 2011 Nokia has lost its position of dominance, which had been based on leading the smartphone and feature phone market. Samsung has successfully replicated elements of Nokia's strategy, including localisation of services and handsets, and distribution deals, while also benefiting from the use of Google's popular Android operating system. As a result Samsung has become the preeminent handset vendor in Bahrain through its flagship Galaxy S4 and Galaxy S3 handsets and a host of mid-range devices running Android.

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