Tech Market Snapshot: Convertibles and detachables up, NAND flash down, digital retail marketing spend to double

Western European shipments of ultraslim convertibles and detachables grew 44.7% in Q1
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We roundup the latest news from analysts and firms to see which tech categories are doing well and which aren’t, as well as future predictions and the latest trends.

CONVERTIBLES AND DETACHABLES UP IN WESTERN EUROPE

Western European shipments of ultraslim convertibles and detachables posted positive growth (44.7%) to account for 18.4% of total consumer shipments and 21.9% of commercial devices in Q1 2016, according to IDC.

These figures were up from 9.2% and 16.3% respectively a year ago.

This trend is even more significant in the context of a contracting market. The Western European PC and tablet market contracted by 13.7% YoY in 16Q1, with total shipments reaching 18.2 million units. The decline was softer in the commercial segment, where the drop in shipments remained in single digits (-5.2% YoY), while consumer demand fell by 18.6% YoY.

"Customers are looking for solutions that allow for flexibility," said Andrea Minonne, research analyst, IDC EMEA Personal Computing.

"We want to access information, create content, or communicate without constraints. Addressing such market demand represents an opportunity for IT vendors.

“Convertible notebooks and detachables are the most suitable device to guarantee functionality and mobility at the same time. Both form factors have been well received in the market and have gained momentum across Western Europe.”

DIGITAL RETAIL MARKETING SPEND TO DOUBLE BY 2020

A new study from Juniper Research has found that spend on digital retail marketing is set to increase from $174 billion in 2015, to $362.1 billion by 2020.

The study found that whilst the digital retail marketing industry will continue to be dominated by advertising revenues, coupon contributions will see strong growth, driven in part by the rise of Bluetooth beacons.

Research author Lauren Foye commented: “Beacons are set to provide a boost to retailers, as we see major players promote instore offers and deals though mobile devices, targeting consumers whilst they are shopping.

“Coupled with loyalty schemes and rewards, retailers have clear potential to monetise those setting foot in their stores, aiding in promoting more traditional bricks and mortar retail.”

NAND FLASH REVNUE FALLS IN Q1 2016

In the first quarter of this year, the average contract price of NAND Flash chip fell by about 10% compared with the previous quarter due to persistant market oversupply, revealed TrendForce’s DRAMeXchange division.

During the same period, the prices of eMMCs and Client-SSDs also dropped 13~18% quarterly as a result of steep decline in shipments of smartphones, tablets and notebooks.

The market analysis reveals that the overall decrease in average selling prices (ASPs) is much greater than the total bit shipment growth for the first quarter. Consequently, branded NAND Flash manufacturers suffered an average quarterly revenue drop 2.9%, marking two consecutive quarters of decline.

“The consumer electronics market will remain weak this year, so demand growth for NAND Flash will come from content per box increases,” said Sean Yang, research director at DRAMeXchange.

“While planar (2D) NAND migration is reaching the last generation, there are also delays in progress with manufacturers’ respective 3D-NAND schedules. Thus, the overall cost reduction will be limited this year, and manufacturers will face slow revenue growth this year.”

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