Overall, retail volume sales of portable players are set to increase faster over 2021, compared to 2020, as the decline in portable media players is offset by growth in wireless speakers. Several key brands, including Google Nest Mini (Taiwan Mobile) and HomePod (Apple Asia LLC Taiwan Branch) have entered wireless speakers since 2019.
Wireless players is driving the sales growth in portable players due to wireless and lighter-weight features, making it more convenient to move among different spaces. Compatibility with smartphones, laptops and tablets prompts more consumers to use such products, especially when built-in speakers are unsatisfactory.
E-readers remains almost absent as a category in Taiwan, although one local e-book software brand, Read Moo, launched a first new, coloured 6ins e-reader in November 2020. This was the only e-reader brand available in Taiwan in 2020, as fewer e-books are provided in traditional Chinese language editions due to the hesitancy in pushing e-books by local publishing houses.
Wireless speakers is projected to see further retail volume sales increases in the forecast period, with growth anticipated during and beyond the pandemic. Importantly, wireless speakers has benefited from investments from major players like Alphabet (GBO of Google Nest) and Apple (HomePod) since towards the end of the review period.
While more brands may be withdrawn from portable media players, major names like Sony and Apple are expected to remain. Apple and Sony both perform strongest in their own exclusive outlets as they are able to display more of their models and attract hardcore fans.
The focus of the local brand Read Moo on the e-reader niche towards the end of the review period may encourage the entry of other imported brands, such as Amazon’s Kindle. However, providing readers with diversified e-books in traditional Chinese language versions will be the most important way to stimulate interest, add value and win over local consumers.
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This report originates from Passport, our Portable Players research and analysis database.
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