Israel’s consumer electronics devices market, defined as the addressable market for computing devices, mobile handsets and AV products, is forecast at around US$3.1bn in 2011. Spending is expected to grow at a CAGR of 5% to US$3.9bn by 2015, driven by growing popularity of feature-rich digital products such as LCD TV sets, notebook computers and other devices as well as a growing population and expanding PC penetration.
Israeli sales of consumer durables purchases such as TV sets and PCs surged 42.8% quarter-on-quarter (q-o-q) in Q410 on the back of a rebound in consumer confidence and new product releases. We believe private consumption, which typically comprises 55-60% of GDP, will continue to grow going forward albeit below the former trend rate of 2006-2008. To try and maintain sales volumes and margins, vendors will continue to focus on product innovation with products such as 3D TV sets and internet-enabled TVs.
Computers Computer hardware accounted for around 75% of Israeli consumer electronics spending in 2010, due to demand from key verticals such as government and military. Notebooks remained the main growth driver in 2010 while tablets provided a new growth area. The current rate of PC penetration, while high for the region, represents potential for organic growth. Computer hardware CAGR for the 2011-2015 period is forecast at about 6%, driven by sales of notebooks and netbooks.
AV Devices AV devices accounted for around 15% of Israeli consumer electronics spending in 2010. In 2011, Israel’s domestic AV device market is projected at US$498mn. The market is expected to grow at a CAGR of 6% from 2011-2015 to a value of US$632mn, with drivers including the launch of digital TV services.
Mobile Handsets Mobile handset sales accounted for around 10% of Israel’s consumer electronics spending in 2010. Following strong demand for smartphones in 2010, Israel’s market handset sales are expected to grow at a CAGR of 6% to US$406mn in 2015, as mobile subscriber penetration reaches 131%. As operators launch a variety of new devices and services to encourage data use, sales will be dominated by the replacement market, with growing demand for smartphones, and 3G handsets.

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Executive Summary . 5
Computers. 5
AV Devices 6
Mobile Handsets 6
SWOT Analysis 7
Israel Consumer Electronics Market SWOT 7
Israel Political SWOT . 8
Israel Economic SWOT .. 9
Israel Business Environment SWOT 9
Market Overview .. 14
Table: Israel Distributors For Leading Brands .. 16
Computers.. 17
Table: PC Sales .. 17
AV Devices . 20
Table: AV Sales .. 20
Mobile Handsets . 23
Table: Mobile Communications .. 23
Israel Cellular Operators and Technology 24
Consumer Electronics Industry .. 27
Table: ICT Overview 27
Table: Electronics Exports. 28
Table: Electronics Manufacturing . 29
Industry Forecast Scenario 32
Consumer Electronics Market . 32
Table: Consumer Electronics Overview .. 32
Industry Developments 34
Macroeconomic Forecast 37
Table: Israel – Economic Activity, 2008-2015 . 39
Competitive Landscape .. 40
Computer 40
Handsets . 41
Table: Nokia Mobile Devices Volume .. 41
AV .. 43
Company Profiles 44
Scailex Corporation .. 44
ELSE . 46
TowerJazz .. 48
BMI Methodology 50
How We Generate Our Industry Forecasts 50
Electronics Industry .. 51
Sources 51
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