Computers and Peripherals in Indonesia - New Market Research Report

Retail volume sales of computers reached 20% growth with actual sales of 7.7 million units in 2014 due to growing affordability among consumers, as well as an increasing number of local brands offering more competitive prices. Along with retail, business volume sales grew by 19% with actual sales of 2.2 million units in 2014. The popularity of desktops continued to wane with consumers during the review period and therefore recorded a decline as computing needs were primarily fulfilled by laptops. On the other hand, desktops remained as the most cost-efficient for business due to durability and prices, especially riding the growth of SMB (small and medium business). Laptops through business, however, grew as a result of mobile employees. With growing data connection and networking in primarily urban areas, employees have been able to work from anywhere and are not bound to the office. Meetings are also often conducted out of the office, with laptops able to meet the demand for increasing mobility. The shrinking office space also favours laptops for computing needs, although All-in-One (AiO) desktop has also been increasing in popularity to replace the bulkier traditional desktop PCs.

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Competitive Landscape

Within computers, Acer Indonesia PT continued to lead with 16% retail volume share in 2013, despite being followed closely by AsusTek Computer Inc. The dominance of Acer in computers was attributable to its combined sales in both desktops and portable computers. However, in laptops, AsusTek managed to take over Acer’s leadership in 2013 through its aggressive expansion in recent years. AsusTek’s product range expanded through continuous launches during the review period. Both rivals come from the same country, Taiwan, and have established a presence through local subsidiaries and directly compete with other well-known international brands, primarily Lenovo Singapore Pte Ltd which ranked third, and Samsung Electronics Indonesia PT, ranking fourth.

Industry Prospects

Computers still has good prospects for growth in Indonesia as the penetration rate was low at the end of the review period. Along with a growing economy and thus rising disposable incomes, more consumers are expected to be able to afford computers, primarily tablets as the most affordable computing product available by end of the review period. Growing urbanisation and improving infrastructure in rural areas are also expected to facilitate the adoption of the technology over the forecast period. Government programmes to improve school facilities with computer labs, for example, are expected to increase computer illiteracy in primarily the less developed areas. Although they cannot afford to have their own computers, they have access to them in their schools or public facilities.

Report Overview

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