Jeffrey Capili Sarmiento

Source confirms 2016 sizes and shares. B2B sales of PCs will most likely continue its growth than B2C PCs although growth is seen by source as slower in 2017 due to consumers shift to mobility gadgets (smart phones, tablets) and also the shift to cheaper models. This trend according to source is seen to continue in the next five years due to the current poor performance of the country's economy. Popular PC brands by source: Acer, Asus, HP, Lenovo and Samsung. Penetration rate of PC's: 7 out of 10 households, rate of replacement: 5 years. Laptops shares and sizes for 2016 confirmed by source. 2017 sales likely to grow faster. Laptops are more popular than PC's accroding to source because of its versatility and a lot of models offer cheaper prices. Popular laptop brands: Acer, Asus, HP, Samsung and Apple. Penetration rate of laptops: 2.5 out of 10 households. Rate of replacement: 8 years. Computer monitors sizes and shares for 2016 confirmed by source. HDMI models likely to drive sales. Popular brands: Dell, Samsung, View sonic, LG and Acer. Printer shares and sizes for 2016 confirmed by source. 2017 shares and sizes likely to grow due to innovation of some brands. TV sizes and shares confirmed by source. Popular TV size among source customers is 32" due to cheaper prices. LED TV's are popular models also because of lower price as compared to OLED and Smart models. Popular TV brands are Toshiba, LG, Samsung, Panasonic and Sony. A lot of low end competitors are present in the market i.e. Coby, Pensonic with base prices for a 32" screen is below Php10,000. Although of low quality, some customers especially in the lower CDE socio-economic class depend on these brands mainly because of its cheap price. Desktop: confirmed 2016 volumes and sizes. 2017 estimates for B2B sales PC 3%, stated B2C PC sales foreseen to be slower and decline by 1%. Stated reason for decline due to mobile gadgets, smartphones, tablets and due to cheap models in the market. Also, current Philippine economic situation not performing well. Seen by source as major trend in decline of desktop sales. Desktop shares: Top players: acer 30% , asus 21%, hp 19%, Lenovo 16%, Samsung 11%. Desktop Penetration rate: 7:10 households. Rate of replacement: 5 years. Laptops: 2016 volumes and shares confirmed, 2017 b2b laptop sales growth 2%. B2c laptop sales likely to decline in 2017. Insights: laptops more popular than desktop. Reasons: versatile and more models have cheaper prices. Top brands laptops acer 25%, asus 29%, hp 15%, Samsung 12%, apple 10%. Laptop penetration rate: 2.5:10 households replacement cycle: 8 years. Monitors: confirmed 2016 volumes and shares. 2017 estimates: decline by 6%. Insights: HDMI models most likely to drive sales. Top brands: Samsung 25%, acer 23%, view sonic 21%, LG 9%, dell 3%. Printers: confirmed 2016 sizes and shares. 2017 estimates 1.5%. Insight: likely to grow due to innovation of some brands. Top brands: Epson 46%, Canon 35%, HP 11%. TV: 2016 sizes and shares confirmed. 2017 estimates: analogue: decline by 50%. Will be foreseen as obsolete within 5 years. Reason: digitalization, less retailers carrying analogue TV. LCD TV: 2016 size and shares confirmed. 2017 estimates: 10% growth. Top brands: Samsung 45%, LG 23%, TCL 5%. Insights: LED more popular than OLED and smart TVs due to cheaper price. Low end competitors present in the market such as coby and pensonic. Prices for 32” screen is below 10 thousand pesos. Popular among CDE socio economic class due to its cheap price. Source confirms 2016 volumes. Activity bands 2017 estimates: 50 to 55% growth, Analogue activity watch growth 85%, Digital activity watch growth 85%, smart wearables 85%. Total growth of 20% in the next 5 years foreseen by source. Reason for growth: popularity among young professionals, sports minded individuals, health conscious individuals and trendy millenials and cellular connectivity will push the growth forward. keeping the wearer free from tethered devices and at the same time has access to applications needed by wearers like social media, news, sports, health etc. Popular brands according to source: Activity wearable shares: Fitbit 26.8%, Garmin 22%, Xiaomi Misfit 18.5%. Activity watches top brands: Fossil , Michael Korrs, Smart wearables: Apple 30%, Huawei 20.1%, Fossil 12.7%, LG 11.3%. Insights: Fitbit dominated the wearable electronics market through their innovative products driving them forward ahead of garmin and other players in the market. Although Fitbits shares have decline between-, its peak is not yet realized as other players have joined the category during the past year and expects more to enter the market in 2017 onwards. Source confirms 2016 sizes and shares. 2017 volume: 20% decline is expected. Source foresees a 12% yoy decline till 2020. Android based tablets are still popular followed by iOS and windows. Shares per OS: Android: 75%, iOS 15%, Windows 10%. Popular brands: Samsung 22.1%, Apple 18.2%, Acer 12.6%, Asus 10.9%, Cherry 8.2%. Growth decline continues for slates while detachables are seen as becoming more popular according to source. Source confirms printer shares and sizes for 2016. Total market declined by 4% in the past 3 years, inkjet printers fell by 1% while laser printers fell by 7%. A slight increase for 2017 is foreseen by the source, likely by 1% growth. Sales forecast for 2017 by type comments the source would be inkjet at 80%, Laser at 13% and serail dot matrix at 7%. Popular brands foreseen to grow in 2017 according to source are: Epson, Canon, HP, Brother. Confirmed 2016 volumes and shares. 2017 Desktop growth estimates: B2B: 3%, B2C: decline slightly by 1.6%. 2017 laptop estimates: B2B: 2%, B2C: 3% decline. 2017 monitor estimates: 6% decline. 2017 Printer estimates: 1.5% growth. Insights: HP has strong ties with corporate clients especially on desktop and printer sales. HP to have stronger sales versus Dell in the business segment. B2C sales as expected is prominent with Acer and Lenovo due to their innovations in product distribution such as saturating retail market with more affordable units. Also commented on recent drop of sales due to technical problems with HP products i.e. product recall (battery and charger issues) for laptops. PC monitor market share of HP estimated at 3%. Printer market share estimated at 11.7%. Confirmed sizes and shares for- desktop volume: B2B: 3%, B2C 1% decline. Smartphones and tablets reasons for decline in B2C sales. Laptop volumes 2017: B2B: 2% growth. B2C: 3% decline. Same reason for laptops. Decline in sales due to popularity of smartphones. Desktop shares: Acer 31% HP 18% Dell 13%. Laptop shares: Acer 25%, Lenovo 22%. Asus 15%. Insights: growth of Acer due to strong partnerships with retailers. Shared that B2C sales for Acer is stronger than B2B sales. Provided his insights and forecast for 2017 and shared that he expects Acer brand to grab at least 30% of the market relying on retail sales for desktop. Focus on laptop sales is also priority for acer as trend seems to fleet towards smart phones, as smartphones is the number 1 go-to-gadget especially among men in terms of usage for social media and now also for business with the advent of cloud applications emerging in the market. Confirmed 2016 sizes and shares. 2017 desktop volume: B2B: 2.8%, B2C -1.4%. 2017 Laptop volume: B2B 2%, B2C -3%. Monitor: -6%. Printer: 1.3%. Growth of brand comes from B2B segment. Dell monitors contributing the fastest growth. Desktop shares: Acer 30% HP 17% Dell 14%. Laptop shares: Acer 25%, Lenovo 20%. Asus 15%. Monitor shares: Samsung 27%, Acer 24%, View Sonic 22%. Insights: Desktop and laptop sales affected by the growing popularity of smartphones. Laptop school use decline in new purchase. Parents opting 2nd hand or hand me downs to school age children. Also, the broad PC market has been static as technology improvements have not been sufficient to drive real market growth. While there has been growth in sales of innovative new machines like hybrid gaming PC's, the demand is not enough to off-set a drop in sales of more traditional models. Commented on how Dell are under pressure from Asian PC manufacturers such as Lenovo, Asus and Acer because of their lower production costs and that they are willing to accept lower profit margins. Further commented that their 2017 shares would most likely fall between 13% to 14% as the trend seems to suggest a continued decline of PC sales onward to 2020. PC monitors volumes expected to decline in 2017 by 6% in the local market as per the source, as global shipment of PC monitors declines by 7.4% citing IDC reports. Confirmed 2016 sizes and shares of the categories. 2017 smartphone estimates: 20% growth. Feature phone volume estimate: 14% decline. Tablets volume estimate: B2B 20%, B2C 6%. 2017 smartphone top shares: Cherry 25%, myPhone 14%, Samsung 12%. 2017 tablets top shares: Samsung 22%, ipad 18%, acer 12%. Feature phone top shares: Cherry 31%, myPhone 18%, Samsung 15%. Shared insights of Huawei Philippines. Position in the market at 5%. Marketing strategies mentioned is the continued push for premium brands in the market. Smartphone sales constituted 57% of their sales in the mid-range and high-end phones. while 43% accounts for their tablet sales. Sees a lot of opportunities for Huawei now that demand for data services is rising. Also, source foresees opportunity for business growth with the expected rise in the use of 4G and LTE in the Philippine market as their value proposition is connectivity, with majority of their tablets are 3G and 4G built. Source mentioned that Android based OS came as the majority of sales in tablet category in general, followed by iOS and Windows. Source outlook for 2017 total market sizes for B2B and B2C continued to be threatened by consumer shift towards detachable tablets. Forecasted 20% B2B growth and 6% growth in B2C. Source also shared Huawei's smart watch performance. Came in 2nd to Apple in the local market with 20.1% share. Confirmed 2016 volumes for the category. 2017 monitor volume estimates: 6% decline. Top brands 2017: Samsung 28%, acer 23%, view sonic 21%, LG 9%, AOC 8%. Source shared insights of PC monitor market. Claims to have 25% share in Gaming monitor but on the total PC monitor market, source claims to hold only 4% of shares. Stand-alone monitor sales have been threatened by bundled PC's with larger sized monitors and also units such as notebooks and all-in-one pre-packaged PC sales. Shared that the total market slumped for hardcopy peripherals in 2016. Expected volume growth from the previous national election failed to realize volumes coming from "increased printing activities" in the 1st quarter of 2016 leading up to the May 2016 national elections. Market suffered a slight decline from 1.5% growth in 2015 to 1% in 2016. Source forecast for 2017 a conservative growth of 1.3%. Vast majority of growth will be coming from inkjet printer units. It is attractive to suppliers because the sector is growing strongly while conventional print volumes fall. The inkjet market will still account for less than 1% of print volume by 2017, but will be nearly 7% of the market value. Shared brands market share at 35.4% estimate. While Epson has the highest share at 46.4% and HP at 11.7%. Source confirms the previous 2016 forecast he shared in the previous CE version. Forecasts 2017 volume growth at 1%. Top market brands: Epson 46%, Canon 35%, HP 12%. Highlighted Epsons performance as a market leader through its continued product innovation and ability to anticipate market trends. Source also shared the split of sales as 60% corporate and 40% individual customer. Also, source shared developments in their manufacturing facility in the country. Building of a separate plant located in Batangas to expand manufacturing capability. Expected to complete upgrade in labor force from existing 12,000 personnels to 20,000 in 2017 in one of their 2 manufacturing plants in the country. The upgrade of labor force would help boost the production of inkjet printers, added the source. Confirmed 2016 volumes sizes and shares. 2017 growth estimates: Activity bands: 58%, Activity analog watch: 195%, Activity digital watch: 85%. Activity wearables top brands: Fitbit 27%, Garmin 22%, Misfit 18%. 2017 growth estimates Smart wearables: 81%. Smart wearables top brands: Apple 30%, Huawei 20%, Fossil 13%. Apple continues its dominance in the smartwatch category, with an estimated market share of 30%. With Huawei as its closest competitor at 20% share. But without local players, a stagnant growth is foreseen in the next 5 years. Also, the high prices of existing imported brands in the market will be a barrier for growth in the future. Insights: Expects a significant growth for total wearable electronics industry. Stated reasons such as trend among health buffs, sporty lifestyle and an emerging fad. Source confirmed sizes and shares for the categories in- smartphone estimates: 20% growth. Tablets volume growth estimate: B2B 20%, B2C 6%. 2017 growth estimates Smart wearables: 80%. 2017 Portable media player estimate: 34% decline. Other portable media player volume growth: 8% decline. 2017 smartphone top shares: Cherry 25%, myPhone 14%, Samsung 12%. 2017 tablets top shares: Samsung 22%, iPad 18%, acer 12%. 2017 portable media player top shares: iPad 39%, Philips 34%. Reason given was the presence of more competitive brands in the market. Apples greatest loss was in the Tablets and smartphone categories, although steps are being made to align the objectives of apple to gain its sales according to source. Apple iPod commands the market for portable media players, though the over-all size of that market continues to contract amidst cannibalization from smartphones. Also, the market for connected portable media players grows as traditional MP3 players decline. Apples connectivity, multi-touch and design are very important for its success. Purchasing behavior seen as buyers looking for different types of portable media players for different use cases. Mobile phones have become viable alternatives to buying portable media players. Many smartphones, can play music and video while also able to do other functions that a stand-alone MP3 player can't. Using smartphones means carrying one less device and enables users to download music on-the-go with connectivity and not just being connected to a computer or laptop. Confirmed 2016 sizes and shares. 2017 feature phone volume growth: 14% decline. 2017 smartphone volume growth: 20%. Feature phone top shares: Cherry 31%, myPhone 18%, Samsung 16%. Smart phone top shares: Cherry 25%, myPhone 14%, Samsung 12%. Stated that feature phone sales are not that strong in comparison to smart phones. Source attributes stronger smart phone sales to reliance of customers to internet connectivity and social media. Feature phones are merely a secondary connection tool she added. Cosmic Tech. brand Cherry mobile boasts of affordably priced units for feature phones and smart phones. Cherry mobiles lead in the market is boosted by its affordably priced units and a wide variety of models for customers’ preference. Models are marketed with payment plans suitable for each and every customers’ needs. Source confirms 2016 shares for the categories within Samsung. 2017 Smart phone volume growth: 20%. 2017 LCD TV volume growth estimate: 10%. 2017 Analog TV volume estimate: 50% decline. 2017 plasma TV volume estimate: 60% decline. 2017 smartphone top shares: Cherry 25%, myPhone 14%, Samsung 12%. LCD TV Top shares: Samsung 45%, LG 23%, TCL 5%. Analog TV top shares: TCL 26%, Haier 4%. Plasma TV top shares: Samsung 60%, LG 21%, Panasonic 6%. Samsung benefits on its advantage over other players with its strong presence in the market. Its wider distribution reach has secured penetration of most of channels. Samsung and LG are expected to increase the intensity of competition in terms of innovation as well as lowering prices to gain better shares. Insights: Mentioned constant decline of feature phone sales in recent years because of the popularity of smart phones. Growing decline of feature phone sales mainly due to the popularity of smart phones. Philippines have become a mature market saturated by smartphones leaving feature phones with limited growth potential. Stated Analogue TV sales declining and have stopped production. LCD TV are the most popular type in the market, marketed competitively priced due to numerous brands out in the market. Plasma TV also confirmed by source as having stopped production due to decline in demand. Most popular LCD TV size is 32". Confirms 2016 sizes and shares. 2017 estimated volume: 7% decline. 2017 top shares: Kindle 97%, Rakuten Kobo 1%, Barnes and Noble 1%. Growth hindered by smartphone apps that can download e-books and e-library. Says that the industry has not reached its prime. Will most likely continue to suffer losses in sales in 2017 onwards. It will take some time for customers to accept this technology but optimistic that with increasing progress in internet accessibility in the country, customers may find a need for E-readers in the future. Says the source. Confirms 2016 data, shared 2017 sizes and also rankings of E-readers in the market. 2017 estimated volume: 8% decline. 2017 top shares: Kindle 97%, Rakuten Kobo 1.5%, Barnes and Noble 1%. Shared strengths of Kindle versus other brands. Shared insights like how readers still prefer printed copies or books over E-readers. But based on monthly registrations, Filipinos are becoming more and more aware of E-readers. Kindle's popularity is precisely because it is such a complete e-book ecosystem. Amazon has managed to build this complete system mainly because of a larger global audience of customers. Also, Kindle prices are lower compared to Kobo that is why preferred brand in mind for customers locally is kindle device. Source confirmed 2016 sizes and shares for portable media players. 2017 Portable media player estimate: 34% decline. Other portable media player volume growth: 7% decline. Ranking of brands was also shared by source. 2017 portable media player top shares: iPad 39%, Philips 34%. Prospect for portable media players not good because of the demand for portable media players declined due to heavy reliance of consumers to multi-functional devices such as smartphones and tablets. Practical usage of device can already be available in other devices such as music and video storage, playing. Source confirmed sizes and shares for 2016 for categories involved. Estimates for 2017 sizes and shares also shared by source. 2017 wireless speaker volume growth 15%. 2017 audio separates volume: 5% decline, 2017 digital media player docks volume growth: 5%, 2017 hi-fi systems volume growth: 2.5%. 2017 Home Cinema and Speaker Systems volume growth: 4%. 2017 speakers decline by 4.5%. Other 2017 Home Audio and Cinema volume growth: 1.3%. 2017 home audio and cinema top shares: Philips 19%, Sony 18%, Panasonic 17%, LG 15%. Home Video estimates: 2017 LCD TV volume growth estimate: 10%. 2017 Analog TV volume estimate: 50% decline. 2017 plasma TV volume estimate: 60% decline. 2017 BD player volume growth: 2% decline, 2017 DVD player volume growth: 50% decline. 2017 wireless speakers top shares: JBL 21%, Bose 15%, Ultimate Ears 12%, Beats 12%. 2017 Home audio and cinema top shares: Philips 19%, Sony 18%, Panasonic 17%, LG 15%. Home video Top Shares: LCD TV Top shares: Samsung 45%, LG 23%, TCL 5%. Analog TV top shares: TCL 26%, Haier 4%. Plasma TV top shares: Samsung 60%, LG 21%, Panasonic 6%. Video players top shares: Maclin 16%, LG 13%, Philips 12%, Samsung 7%. Digital media player docks, home cinema systems and high-fi systems are among the most saleable following TV in their product line according to source. Shared insights and trends for categories mentioned. Growth will be driven by the popularity of mobile devices and changing consumer habits. Streaming services like netflix, Spotify are driving the shift in how people listen to music. Trends shared: Consumers willing to pay for a higher priced wireless device for quality audio, Growing popularity of audio and video streaming, Consumer pursuing devices with cinema quality audio, Millennials estimated to account for nearly half of all audio device spending. Ipods, smartphones influence the decline of CD players as these products are also capable of playing music. Source confirms 2016 sizes and shares. 2017 volumes provided. Home Video estimates: 2017 LCD TV volume growth estimate: 12%. 2017 Analog TV volume estimate: 50% decline. 2017 plasma TV volume estimate: 50% decline. 2017 BD player volume growth: 3% decline, 2017 DVD player volume growth: 50% decline. Home video Top Shares: LCD TV Top shares: Samsung 44%, LG 20%, TCL 5%. Analog TV top shares: TCL 25%, Haier 5%. Plasma TV top shares: Samsung 55%, LG 25%, Panasonic 5%. Video players top shares: Maclin 18%, LG 15%, Philips 12%, Samsung 10%. Insights: Analog TV have essentially stopped production and are in the process of phasing out these types of model and digital TV has taken its place in the market. Over-all modest growth seen in LCD TV's as major development trends that will be unfolding include increase in screen size and resolution and the growing competition for low to mid-range prices. Source confirmed sizes and shares for 2016. Source shared sizes and market shares for home videos. 2017 Home Video estimates: 2017 LCD TV volume growth estimate: 10%. 2017 Analog TV volume estimate: 50% decline. 2017 plasma TV volume estimate: 60% decline. 2017 BD player volume growth: 2% decline, 2017 DVD player volume growth: 60% decline. Home video Top Shares: LCD TV Top shares: Samsung 46%, LG 18%, TCL 5%. Analog TV top shares: TCL 27%, Haier 7%. Plasma TV top shares: Samsung 65%, LG 20%, Panasonic 5%. Video players top shares: Maclin 20%, LG 18%, Philips 15%, Samsung 10%. Insights and trends in categories LG is involved. Manufacturers are improving the technology on LCD panels as Plasma models have stopped production and this will benefit LCD TV growth in the market. Plasma TV has not really been popular the past years due to the rapid growth of LCD technology. Issues such as resolution and higher power consumption have been the weakness of plasma TV in which LCD TV has the advantage. LG ended its production of plasma TV November of 2014 and other major players Panasonic and Samsung early 2014. Confirms of small OLED TV market in the Philippines since 2014. LG electronics pioneered the market for OLED TV's in the Philippines. Started shipment in November of 2014 and have sold an average of 5 units per month. Models sold are the LG Curved 4K and the Gallery type. Initial price of unit was Php500,000 which was super premium that is why units sold are very limited. Confirms with the 2016 sizes and shares. Analogue cameras ceased production in early 2000. Remaining are from camera enthusiasts and collectors. 2017 digital camera volumes declined by 7%. 2017 digital camcorder estimated volume growth: 8% decline. Analog camcorders production ceased early 2000. Imaging device estimated top shares: Canon 34%, Nikon 22%, Sony 14%, Panasonic 10%, Olympus 9%. Commented on the effects of smartphone camera technology over traditional imaging devices. Popularity of smartphones affecting imaging device category camera resolution for smartphones are evolving. Professional camera users more prominent than amature users. Consumers of imaging devices have now become limited to photo and video studios, enthusiasts and professional videographers and photographers. Mentioned Canon and Nikon as most important players in camera market while Sony and Canon leads the camcorder market. Fixed lens cameras are majority of volume sales at 42%, SLR 43% and Compact system 17%. Source confirms 2016 volumes. Stated analogue camera and camcorder have ceased production. Remaining inventory are minimal among retailers. 2017 digital camera volumes declined by 7%. 2017 digital camcorder estimated volume growth: 8% decline. Imaging device estimated top shares: Canon 35%, Nikon 20%, Sony 15%, Panasonic 10%, Olympus 9%. Insights: Many consumers today, especially the millennials, are already very much accustomed to using smartphones to stay connected and access their social media platforms instantaneously. With smartphones offering the convenience to upload photos straightaway onto social media platforms, the overall sales of compact digital cameras will continue to be adversely affected. Proliferation of smartphones with advance camera technology greatly contributed to the continued downward trend of camcorder devices in the market. This development made smartphones an essential alternative to imaging devices in general. Volumes presented to source we're assumed understated. He estimated in car entertainment sales for 2009 onwards to 2017 and assumed that at least 50% of volumes should have come along side new car purchases and the remaining half from stand-alone purchases. As an example, the source pointed out that in 2016 alone, 359, 572 new vehicle purchases was posted or growth of 24.6% versus 2015 based on their records. Assuming that 50% of the volume of in car entertainment sales came from new vehicle purchases would outrightly discredit the previous data that was presented to the source which was very, very low according to him. 2017 volumes estimated for in-car navigation by source to grow by 5%. Top shares for in-car navigation 2017: Carnavi 30%, Garmin 25%, Winterpine 30%. In-car speakers 2017 estimated volume: 15% growth. Top shares for in-car speakers: JBL 30%, Kenwood 25%, Infinity 20%, Pioneer 10%. 2017 in-dash media player estimated volume growth: 9%. Top shares in-dash media player: Pioneer 30%, Sony 25%, Philips 22%, JVC 15%, Kenwood 10%. Source confirms 2016 sizes and shares. 2017 volumes estimated for in-car navigation: 5% growth. Top shares for in-car navigation 2017: Carnavi 30%, Garmin 25%, Winterpine 20%. In-car speakers 2017 estimated volume: 15% growth. Top shares for in-car speakers: JBL 30%, Kenwood 23%, Infinity 20%, Pioneer 8%. 2017 in-dash media player estimated volume growth: 8.5%. Top shares in-dash media player: Pioneer 31%, Sony 22%, Philips 14%, JVC 5%, Kenwood 4%. Pioneer significant market share growth owes it to its popularity in low end vehicle models and also its perceived lower price. Its dominance in the market is triggered by its strong presence in auto shops and also through e-commerce sites. Stated that pioneer in-car entertainment products are cheaper among other brands found in the country. Some car manufacturers in-car entertainment prefer pioneer for their low end vehicles because of its affordability according to source. Carnavi's advantage to other brands is the presence features like free downloadable maps and upgrades void of any additional subscription charges. Also, prices are a lot cheaper compared to Garmin and other brands. Pioneer suggested a growth of 15% for in car speakers. Decline in recent years brought about by high cost of in-car speakers in the country which pushed customers to seek alternative options. Some new car owners prefer stock or built in car speakers in which car manufacturers can offer on a much lower price killing the after-market sales. Pioneer is more prominent in low end vehicles, while JBL and kenwood are prominent in high end cars. Most customers still prefer high quality audio experience from well- known speaker brands like JBL and Kenwood. Lowered down payment schemes of car manufacturers like Toyota and Hyundai ranging between Php35,000 to Php50,000 will increase rate of new car ownership in the future especially among young professionals which can help boost in-car entertainment sales also. Seen to decline in 2017 and over the forecast years by sources. Stated that the saturated market for smartphones and other portable media device has impacted the in-car entertainment category. Customers prefer to plug in mobile devices into car media system to play their favorite playlists. Also customers without financial capability to upgrade their in dash players are meanwhile likely to turn to portable media players or smart gadgets.