Executive Summary

Aug 2019
PROSPECTS
New national regulations may affect volume and unit price over forecast period

Sales of smartphones are expected to remain strong over the forecast period. Consumers continue to demand more storage, with better processors and advanced cameras, seeking smartphones that can support entertainment and activities such as games, videos and the creation of spreadsheets and presentations.

Smartphones grows in volume terms and cannibalises sales of other consumer electronics categories

Smartphones was significantly impacted by the implementation of the new tax reform, not only as a result of the increment from 16% to 19% but also the VAT exemption for mobile phones under COP700,000, which led to an increase in category size in terms of volume but a decrease in value. According to trade sources, these measures made it difficult for domestic brands to make inroads in this industry, despite the government’s priority of making this technology more accessible to consumers.

Carriers’ investment in infrastructure will drive category growth

During the last two years of the review period, investments by carriers have been scarce. However, ongoing advancements in network technology are being made by major carriers such as Movistar and Tigo to improve their infrastructure to provide users with 4.

COMPETITIVE LANDSCAPE
Huawei leads thanks to wide distribution, product and price range

Huawei leads in mobile phones as it enjoys a widespread presence in the main retailers in the country and is present with a broad range of products at different price bands. Brands such as Huawei have become popular through their offer of high quality products at marginally lower prices in its entry and mid-level brands.

Innovation, marketing and price set brands apart

The range of smartphones available in the country is promoted via highly aggressive marketing strategies including intensive advertising as well as stand-alone stores located in strategic shopping malls, enhancing consumers experience and extending the consumer base. Consumers are constantly looking for a combination of performance, features and price.

Low-cost brands gain equity

Competition in this category is aggressive and mainly characterised by international companies, with two domestic brands – Aprix and Kalley – gaining marginal share, due to their portfolios of models targeted at low- and middle-income consumers. Both brands are assembled in China where costs are lower, although their products tend to be more basic, making it difficult to remain competitive against similar brands with a stronger positioning and technological appeal to consumer preferences.

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Mobile Phones in Colombia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Mobile Phones industry in Colombia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Mobile Phones industry in Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mobile Phones in Colombia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Mobile Phones in Colombia?
  • What are the major brands in Colombia?
  • What is the growth rate for Mobile Phones in country?
  • How many 3G mobile phones were sold last year?
  • How will the introduction of 4G mobile phones impact the mobile phone market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Electronics market research database.

Mobile Phones in Colombia - Category analysis

HEADLINES

PROSPECTS

New national regulations may affect volume and unit price over forecast period
Smartphones grows in volume terms and cannibalises sales of other consumer electronics categories
Carriers’ investment in infrastructure will drive category growth

COMPETITIVE LANDSCAPE

Huawei leads thanks to wide distribution, product and price range
Innovation, marketing and price set brands apart
Low-cost brands gain equity

CATEGORY DATA

Table 1 Sales of Mobile Phones by Category: Volume 2014-2019
Table 2 Sales of Mobile Phones by Category: Value 2014-2019
Table 3 Sales of Mobile Phones by Category: % Volume Growth 2014-2019
Table 4 Sales of Mobile Phones by Category: % Value Growth 2014-2019
Table 5 Sales of Smartphones by Screen Size: % Retail Volume 2018-2019
Table 6 NBO Company Shares of Mobile Phones: % Volume 2015-2019
Table 7 LBN Brand Shares of Mobile Phones: % Volume 2016-2019
Table 8 Distribution of Mobile Phones by Channel: % Volume 2014-2019
Table 9 Forecast Sales of Mobile Phones by Category: Volume 2019-2024
Table 10 Forecast Sales of Mobile Phones by Category: Value 2019-2024
Table 11 Forecast Sales of Mobile Phones by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Mobile Phones by Category: % Value Growth 2019-2024
Table 13 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2019-2024

Consumer Electronics in Colombia - Industry Overview

EXECUTIVE SUMMARY

Colombian economy recovers after several difficult years, boosting sales
Changing lifestyles create demand for interoperability while government invests in increasing connectivity
Multinationals aim to provide high quality entertainment experiences
Consumers prefer in-store experience despite growth in internet retailing
Multifunctionality, content and design set to drive sales over forecast period

MARKET DATA

Table 14 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 15 Sales of Consumer Electronics by Category: Value 2014-2019
Table 16 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 17 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 19 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 20 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 21 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 22 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 23 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 24 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources