1
CAX ESTIMATION Estimate market size of smartphone flip cases in the US used for iPhone4, iPhone5 and Galaxy S5 smartphones
2
Target Market as defined by client
USA
• Consumer Electronics aftermarket
• Smartphone Flip case for iPhone, Samsung Galaxy S5 series
Target Market
Target Industry
Target Product categories
3
No of users using hard cases protecting screen
Methodology
Total Smart phone users
No of iPhone users No of Samsung users
No of iPhone 5 series users No of Samsung S5 series users
No of Users buying cases No of Users buying cases
No of users using hard cases protecting screen
Market size(Value in USD) Market size(Value in USD)
Total market size( Assuming single case per phone)
Total market size( Considering even multiple cases per phone)
No of iPhone 4 series users
No of Users buying cases
No of users using hard cases protecting screen
Market size(Value in USD)
4
Estimated Market size for Samsung S5 flip
cases - 2013
Total smartphone users in US -
2013
%share of Samsung of
overall smartphones-
2013
% of android phone users
who use mobile cases
S5 as a % of overall
Samsung Galaxy
market in US
See Reference #1
Estimated Market size of Galaxy S5 flip cases -2013
See Reference #2
26.1% 11.0% 66% $6 m
Basis Data Relational Data Market size
Basis data: Quantitative data available from published sources or a previously conductedsurvey that is not a direct quantification of the size of the market of interest, but that is relatedto it. Market segmentation flows from the segmentation structure of the basis data; i.e., if thebasis data are segmented by country the estimated market size will be segmented by country.Relational data: Quantitative data that provide the link between the basis data and the targetmarket size. The relational data are sometimes no more than rules-of-thumb, but for manyclient needs the resulting level of accuracy is adequate.
26%
% of flip cases of overall
smartphone cases
Average price of Samsung smartphone
flip case
144.5 m
See Reference #3
$8.3
See Calculations See Calculations See Calculations
5
Estimated Market size for Samsung S5 flip
cases - 2014
Total smartphone users in US -
2014
% of android phone users
who use mobile cases
S5 as a % of overall
Samsung market in US
See Reference #1
27% 11.0% 66% $7m
% of flip cases of overall
smartphone cases
Average price of Samsung smartphone
flip case
163.9 m
See Reference #3
26% $8.3
%share of Samsung of
overall smartphones-
2014
Estimated Market size of Galaxy S5 flip cases -2014
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Estimated Market size for Samsung S5 flip
cases - 2015
Total smartphone users in US -
2015
% of android phone users
who use mobile cases
S5 as a % of overall
Samsung market in US
See Reference #1
27.8% 11.0% 66% $8 m
% of flip cases of overall
smartphone cases
Average price of Samsung smartphone
flip case
182.6 m
See Reference #3
Extrapolated for 2015
26% $8.3
%share of Samsung of
overall smartphones-
2015
Estimated Market size of Galaxy S5 flip cases -2015
7
Estimated price projection of Samsung
Galaxy S5 flip covers
6
7
8
2013 2014 2015
Samsung S5 flip case market size [USD mn]
15.5%CAGR [2013-15]
8
Estimated Market size for iPhone 4 flip
cases - 2013
Total smartphone users in US -
2013
%iPhones of overall
smartphones in the US - 2013
% of iPhone users who use mobile cases
% of iPhone 4 of overall iPhones in
the US
Estimated Market size of iPhone4 flip cases -2013
See Reference #2
41.8% 25% 90% $16m13%
% of flip cases of overall
smartphone cases
Average price of iPhone
smartphone flip case
144.5 m $9.0
See Reference #3 See Reference #7 See Calculations See Calculations
9
Estimated Market size for iPhone 4 flip
cases - 2014
41.4% 25% 90% $18 m163.9 m
Total smartphone users in US -
2014
%iPhones of overall
smartphones in the US - 2014
% of iPhone users who use mobile cases
% of iPhone 4 of overall iPhones in
the US
% of flip cases of overall
smartphone cases
Average price of iPhone
smartphone flip case
Estimated Market size of iPhone4 flip cases -2014
See Reference #3
$9.013%
10
Estimated Market size for iPhone 4 flip
cases - 2015
41.0% 25% 90% $20 m182.6 m
Estimated Market size of iPhone4 flip cases -2015
Total smartphone users in US -
2014
%iPhones of overall
smartphones in the US - 2014
% of iPhone users who use mobile cases
% of iPhone 4 of overall iPhones in
the US
% of flip cases of overall
smartphone cases
Average price of iPhone
smartphone flip case
See Reference #3
Extrapolated for 2015
$9.013%
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Estimated price projection of iPhone 4 flip
covers
1618
20
2013 2014 2015
iPhone4 flip case market size [USD mn]
11.8%CAGR [2013-15]
12
Estimated Market size for iPhone 5 flip
cases - 2013
41.8% 75% 90% $27 m9.5%144.5 m $7
Total smartphone users in US -
2013
%iPhones of overall
smartphones in the US - 2013
% of iPhone users who use mobile cases
% of iPhone 5 of overall iPhones in
the US
Estimated Market size of iPhone5 flip cases -2013
% of flip cases of overall
smartphone cases
Average price of iPhone
smartphone flip case
See Calculations See Calculations
13
Estimated Market size for iPhone 5 flip
cases - 2014
41.4% 75% 90% $30.5 m163.9 m
Total smartphone users in US -
2014
%iPhones of overall
smartphones in the US - 2014
% of iPhone users who use mobile cases
% of iPhone 5 of overall iPhones in
the US
Estimated Market size of iPhone5 flip cases -2014
% of flip cases of overall
smartphone cases
Average price of iPhone
smartphone flip case
9.5% $7
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Estimated Market size for iPhone 5 flip
cases - 2015
41.0% 75% 90% $34 m182.6 m
Total smartphone users in US -
2015
%iPhones of overall
smartphones in the US - 2015
% of iPhone users who use mobile cases
% of iPhone 5 of overall iPhones in
the US
Estimated Market size of iPhone5 flip cases -2015
% of flip cases of overall
smartphone cases
Average price of iPhone
smartphone flip case
9.5% $7
15
Estimated price projection of iPhone 5 flip
covers
27
30.5
34
2013 2014 2015
iPhone5 flip case market size [USD mn]
12.0%CAGR [2013-15]
16
Total flip cover market size in mn USD
2013 2014 2015
Samsung S5 6 7 8
iPhone 4 16 18 20
iPhone 5 27 30.5 34
TOTAL 49 55.5 62
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Estimated price projection of combined
iPhone + Galaxy S5 flip covers
49
55.5
62
2013 2014 2015
iPhone + Samsung Galaxy S5 flip case
market size [USD mn]
12.5%CAGR [2013-15]
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Calculations
19
11% - S5 as a % of overall Samsung Galaxy
market in US
Samsung S5 share of overall Samsung Galaxy market
= 8 [blue bar] / 74 [red bar]= 11%
Back
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26% of all Samsung S5 cases are flip covers
Number of Galaxy S5 cases analyzed 200
Number of Galaxy S5 cases thatwere flip covers 52
% of Galaxy S5 flip cases of overall Cases 26
Source: ebay Back
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$8.3 is average price of a GalaxyS5 flip case
Number of Galaxy S5 flip cases analyzed 200
Average price of Galaxy S5 flip case $8.3
Source: ebay Back
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13% of all iPhone 4 cases are flip covers
Number of iPhone4 cases analyzed 200
Number of iPhone4 cases thatwere flip covers 26
% of iPhone4 flip cases of overall Cases 13
Source: ebay Back
23
$9 is average price of a iPhone 4 flip case
Number of iPhone4 flip cases analyzed 200
Average price of iPhone4 flip case $9
Source: ebay Back
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9.5% of all iPhone 5 cases are flip covers
Number of iPhone 5 cases analyzed 200
Number of iPhone 5 cases thatwere flip covers 19
% of iPhone 5 flip cases of overall Cases 9.5
Source: ebay Back
25
$7 is average price of a iPhone 5 flip case
Number of iPhone 5 flip cases analyzed 200
Average price of iPhone 5 flip case $7
Source: ebay Back
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1. http://www.statista.com/statistics/201182/forecast-of-smartphone-users-in-the-us/
References
2. https://www.npd.com/wps/portal/npd/us/news/press-releases/one-in-four-smartphone-owners-dont-use-a-case-to-protect-their-phone-according-to-npd/just two-in-three (66 percent) Android phone owners use a protective case.nearly 9-in-10 iPhone owners (87 percent) use a protective case with their phone- higher than the average for all smartphone users Back – To Galaxy S5 calculation
Back – To iPhone4 calculation
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3. https://www.comscore.com/Insights/Market-Rankings/comScore-Reports-March-2014-US-Smartphone-Subscriber-Market-Share
References
Back – To Galaxy S5 calculation
Back – To iPhone4 calculation
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4. https://www.npd.com/wps/portal/npd/us/news/press-releases/one-in-four-smartphone-owners-dont-use-a-case-to-protect-their-phone-according-to-npd/just two-in-three (66 percent) Android phone owners use a protective case.nearly 9-in-10 iPhone owners (87 percent) use a protective case with their phone- higher than the average for all smartphone users
5.http://www.amazon.com/s/ref=sr_nr_n_2?rh=n%3A2335752011%2Cn%3A2407760011%2Ck%3As5+flip+case%2Cp_n_feature_nine_browse-bin%3A8841293011&sort=relevancerank&keywords=s5+flip+case&ie=UTF8&qid=1407258484&rnid=233575301110. http://www.ce.org/News/News-Releases/Press-Releases/2013-Press-Releases/CE-Industry-Revenues-to-Reach-Record-High-of-$208.aspx6. http://www.amazon.com/s/ref=nb_sb_noss?url=node%3D2407760011&field-keywords=s5+case&rh=n%3A2335752011%2Cn%3A2407760011%2Ck%3As5+case7. http://www.dazeinfo.com/2014/05/15/apple-inc-aapl-success-strategy-25-iphone-buyers-still-fascinated-towards-iphone-4s/
References
Back – To iPhone4 calculation
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