How to Increase Consumer PC Revenues in 12-24 Months: Strategies for Capturing Incremental Near-term PC Markets in Developing Countries

Table of Contents

Executive Summary and Recommendations

Key Terms and Concepts

• Part 1 Introduction to Near-term Growth Markets
• Part 2 The PC Market in Developing Countries
  • A. Economic Development and Income Growth
  • B. Increasing Technology Consumption
  • C. Consumption Trends
  • D. The Near-term Growth Market for PCs
    • 1. The Total Addressable Market
      • a. Geographic Distribution
      • b. Urban versus Rural
• Part 3 Factors that Influence PC Purchases in Developing Countries
  • A. Perceived Cost
    • 1. Price Sensitivity
    • 2. Industry Response to Price Sensitivity
      • a. Software Trends
      • b. Low-cost PCs
  • B. Perceived Price
    • 1. Availability of Financing
      • a. Commercial Bank Loans
      • b. Retailer Financing
      • c. Pay-as-you-go
      • d. Micro-lending Organizations
      • e. Bundled Services
  • C. Perceived Value of a PC
    • 1. Functional Awareness
    • 2. Internet Access
    • 3. Preference for the PC Form Factor
    • 4. Service and Support
    • 5. Localized, Relevant Content and Applications
    • 6. Microbusiness Facilitation
• Part 4 Near-Term PC Market Segmentation
  • A. The PC Decision Maker in Emerging Market Households
  • B. Demographic Group 1 - Young Independent Adults
    • 1. Approximate Market Size
  • C. Demographic Group 2 - Parents of Students
    • 1. Approximate Market Size
  • D. Demographic Group 3 - Mature Independent Adults
    • 1. Approximate Market Size
  • E. Behavior Motivators
  • F. Market Segments
    • 1. Segment 1 - Young Aspirants
      • a. Perceived Value of a PC
      • b. Strategic Insights: Computer Access as Both a Driver and Inhibitor
    • 2. Segment 2 - Doting Parents
      • a. Perceived Value of a PC
      • b. Strategic Insights: Messaging
      • c. Strategic Insights: Parents of University Students
      • d. Strategic Insights: Women as Influencers
      • e. Strategic Insights: Family Size
    • 3. Segment 3 - Here-and-Now Consumers
      • a. Perceived Value of a PC
      • b. Strategic Insights: Internet Usage as Both a Driver and Inhibitor
  • G. Strategic Insights: Priority Messaging
• Appendix A - Impact of Price Sensitivity on Developing-Country Software Markets
  • Linux and Open Source Software
  • Piracy
  • Microsoft Corporation
• Appendix B - Near-term PC Market Household Data by Country and Region
  • Number of Households
  • Average Household size
  • Income Bands
  • Estimated Demographic Group Sizes

Publication Information

Upcoming Research Reports from Vital Wave Consulting

Endnotes

Tables and Figures

• Table 1 - Addressable Market Income Bands in US $ and Purchasing Power Parity
• Table 2 - Durable Goods and Consumer Electronics Present in Surveyed Households
• Table 3 - Total Addressable Near-term PC Market Households
• Table 4 - Near-term PC Market Candidates in Developing Countries by Region
• Table 5 - University Students and PC Ownership
• Table 6 - Monthly Total Cost of PC Ownership and Internet Service Compared to Internet Café Usage Costs
• Appendix B - Worldwide Near-term Consumer PC Market Size by Demographic Group and by Country
• Figure A - Near-term PC Growth Market Size (in Households)
• Figure B - Share of ICT Spending by Industry
• Figure C - Technology Penetration Trends in Developing Countries
• Figure D - Geographic Location of Near-term Market Candidates
• Figure E - Urban versus Rural Split of Near-term Market Households
• Figure F - Average Price of a Low-end PC as a Percentage of Average Monthly Income in Near-term PC Market Household versus Household PC Penetration
• Figure G - Real Price, Perceived Price, and Willingness to Pay for a PC
• Figure H - Near-term Market Demographic Distribution
• Figure I - Near-term Consumer PC Market Demographic Groups in Developing Countries
• Figure J - Near-term Consumer PC Market Segmentation in Developing Countries
• Figure K - Structure of the Household across World Regions