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Apple is The King of Vendors & India is The Growing Star of Markets

by Ville-Petteri Ukonaho | Sep 16, 2022

  • Bluetooth TWS headsets will grow in 2022 and in 2023. Apple continues to lead but its share is shrinking as people switch to cheaper devices due inflation.
  • India is the fastest growing country and will grow to become larger than Western Europe market in 2022 and larger than North America market in 2023.
    • Major local vendors in Indian market are boAt, Boult, Noise and Ptron but there are several dozens other rising vendors within that market.
  • High global consumer price inflation is envisioned to persist for longer than previously assumed as a result of surging commodity and energy prices and lingering supply bottlenecks.
  • The pandemic has left marks in the form of lower investment, lower human capital, and a retreat from global supply chains, all of which are dampening potential growth in the longer term.

  • The problem within the markets is that inflation is reducing disposable income, and TWS headsets are not essential purchases.
  • Purhasing in temporarily shifted more towards cheaper devices. Premium is stagnating which is visible in the low growth of developed markets.
  • Lengthened replacement cycles are also driving the current growth slowdown in the market and the challenge for any new hardware launch will be to convince users that they need a new device.
  • With too long launch cycle vendors have threat to became obsolete in the minds of the consumer who always expects the newest and best hardware especially with the most expensive devices.
Clients of Strategy Analytics Bluetooth Device Tracker service can learn more from the report Analysis: Global Bluetooth TWS Shipments Forecast by Region to 2023 (Q2 update) .

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