Indonesia PC market 2012 Q4 Executive Summary
IDC Asia/Pacific
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Introduction This document is a summary of IDC findings prepared for selected vendors and distributors to express IDCs appreciation for their cooperation. This information is confidential and is not to be disseminated without permission. For any questions regarding this report, please contact Deddie Sionader.
Deddie Sionader
Sudev Bangah
Phone: +62-21-5203496
Email: [email protected]
Phone: +62-21-5203496
Email: [email protected]
IDC
Mar-13
Indonesia PC Market Highlights (4Q12)
In Q4 2012, Indonesian PC market charted a historic growth of 14.4% in sequentially as a result of clean inventory in Q3 and also fulfillment of delayed projects in Q4. PC vendors become price aggressive in Q4, which help to vibrate the consumer market where the consumer notebook shipment in increase by 16.5% from previous quarter. Furthermore, several cities benefited from end year exhibition day (Indocomtech) which help to clean their inventory and ready to load up in Q1 2013. Diknas (Education), POLRI (Police) and Depag (Religion Dept) projects highlights the commercial PC market fulfillment in Q4 2012, which charted a strong 22% growth from previous quarter. Private sector also ramped up their PC consumption with Retail and Manufacturing as the highlights of PC Consumption. In facing 2013, which IDC predict to be a challenging year, Pricing strategy would remain the priorities in order to re-ignite the consumer PC Market. IDC expected ICT spending to reach $15.8B this year with 85-90% will be spent on hardware, IDC expect PC market to grow by 5% in 2013.
Mar-13
IDC
PC Market by Cities Highlights (4Q12)
Java & Bali remain the heart of PC Market with 65.27% in Region share, Sumatera remain 2nd Largest PC Market Region, whereby accounted for 16.68% s. Sulawesi Region, which labeled share the next big thing by many PC Vendors saw themselves accounted for 9.62% share. Kalimantan standing at no.4 in Region share, holding a 6.08% market share. Papua and EOI Region remain to be the lowest in Indonesia PC Shipment holding at 2% share Natural Disaster caused a slow distribution during the month of December causing many channels from Java & Bali region faced logistical problems and were forced to delay some of the model shipments to Q1 2013. PC Fair and Back to School season aided to great Q4 PC Market in the Region particularly at Central Java, Jabodetabekjur and Sumatera. Furthermore, PC Vendors such as Lenovo, Acer, and Asus have aggressively cut their prices bringing more excitement to the market.
However, The distraction of other consumer electronics such as smartphones, and tablets posted is apparent in Indonesia particularly at Kalimantan and Sumatera. Furthermore, threats from the parallel import means PC vendors may have to introduce better price, promotion or channel distribution strategies over these competing devices to ensure future growth in this region
DIKNAS (Education department) and Public Sector Spending, particularly from POLRI (Police department) and DEPAG (Religious department), which valued at US$ 20M in total and 12% of it on PC purchase, highlighted the commercial market in Q4 2012, with Local brands dominating the projects in this country especially at Java & Bali Region.
IDC
Mar-13
Indonesia PC City Level Shipment by Region
Indonesia Q4 2012 PC City Level Shipment by Region (in thousand units)
600
500
400
300
200
100
Java & Bali
Sumatera Desktop PC
Sulawesi Mini Notebook Notebook
Kalimantan
Papua & EOI
IDC
Mar-13
Top 10 Vendor Temperature Reading
Vendor Reading Comments Major investments are being made by Asus in recruiting more human resources and establishing more service centres in 24 different cities. Expect Asus to be very aggressive in 2013. Lenovo has been aggressively re-pricing all its models to be affordable and has seen success so far in the market. IDC expects Lenovo to make a strong push in 2013 to gain market share. A new direction was set for every Samsung Brand shop to have a package bundle of mobile phones, tablets and laptops. The new business direction has positively impacted the distribution, so expect Samsung to experience a leap in 2013. Axioos different approach in penetrating the Indonesia PC Market by focusing on lower tier cities, reaped rewards in 2012. With ongoing public sector projects and a strong brand awareness at lower tier cities, IDC expects Axioo to create a bigger presence in 2013. With the success of E11 and E14 models, Sony has been one of the brighter performers in 2012. IDC expects Sony to continue its momentum going forward in 2013 with brand reputation as one of its strengths. Its ongoing project with Carrefour and strength in the Sumatera Region have been key factors for Toshiba to maintain its presence in the Indonesia market. Expect Toshiba to follow the same trend in 2013. For the 5th consecutive year, it has been holding the market leader position. With strong channel management and a successful transition from Acer MiniNB to Acer Celeron FF, expect Acer to maintain or experience a slight growth. The new 2013 Budget plan has seen an increase in terms of government projects for PC purchases, which should increase desktop shipments for HP. However, HP recently cut ties with one of its distributors, and IDC expects that HPs shipments will be impacted significantly in the 1st half of 2013. Apple has started to take part in some Education projects from both private and public sectors. IDC expects Apple to maintain its shipments for 2013, and focus on the high-end market. The nature of Dells business has gradually shifted to Business Solution products, causing PC shipments to slow down. However IDC expects Dell to maintain its presence in the high-end market in 2013.
ASUS Lenovo
Hot Hot
Samsung
Hot
Axioo Sony Toshiba
Hot Warm Warm
Acer Group
Warm
HP Apple Dell
Cool Cool Cool
IDC
Mar-13
Indonesia PC Market Performance (4Q11-4Q12)
Indonesia PC Unit Shipments by Form Factor, 4Q12
Units
1,600,000 1,400,000
1,200,000
1,000,000 (M) 800,000 600,000 400,000 200,000 0
320,057 135,779 102,596
277,895 132,608 97,978
211,829 107,586 98,706 250,138 78,129 129,546
294,969 87,920 124,729
810,757
884,732
884,019 737,512
859,323
2011 Q4
2012 Q1
2012 Q2
2012 Q3
2012 Q4
Commercial DT
Commercial NB
Consumer DT
Consumer NB
IDC
Mar-13
Indonesia PC Market Performance (4Q11-4Q12)
Value (US$ M)
2,500
Indonesia PC Value Shipments by Form Factor, 3Q12
2,000 411 (M) 429 415 635 1,000 425 500 444 0 2011 Q4 2012 Q1 2012 Q2 2012 Q3 2012 Q4 406 418 416 441 412 612 467
1,500
522
526
627
422
420
445
387
Commercial DT
Commercial NB
Consumer DT
Consumer NB
IDC
Mar-13
Indonesia Application Segment Splits (4Q12)
Very Large Business (2.9%) Education (7.4%)
Small Office (3.8%) Small Business (3.7%) Medium Business (3.3%) Large Business (2.4%)
Government (4.6%)
Home (72.0%)
IDC
Mar-13
Deddie Sionader Market Analyst Client Devices Research [email protected]
Sudev Bangah Associate Research Director Head of Operations Indonesia [email protected]
www.idc.com
IDC
Mar-13
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