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Technology Brand Dynamics - Ireland - December 2009

In response to increasing demand for data concerning the dynamic economy and growth markets of Northern Ireland and The Republic of Ireland, Mintel has developed a series of reports covering a wide variety of sectors within both of these dynamic regions. Each one provides detailed coverage of key drivers as well as providing the very latest volume and value data. Also included are assessments of emerging trends, the activities of existing market players, brand ownership details, supply structures, future scenarios and statistical forecasts.

The Irish Series is segmented according to Mintel’s existing report definitions, namely Finance, Leisure, Market, Retail and ‘Specials’. This provides unparalleled coverage and will be a must for all companies who are either already active in this region, or will be looking to enter these distinct marketplaces in the future.

This report has been produced as part of Mintel's Irish Series and is sold in Ireland exclusively through our sales agency OCO Consulting based in Belfast. For more information, please contact Jamie Mulholland on 028 90 241 849 (NI/UK) or 048 90 241 849 (ROI).

Alternatively, please visit www.ococonsulting.com for further details of OCO Consulting and Mintel’s progressive relationship.

If you are working outside of Ireland and are looking for more details about this particular report, please contact the Mintel information team on +44 (0)20 7606 6000 or email them at info@mintel.com.

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Abbreviations
          • Insights and Opportunities

            • Desktop brands need a shot in the arm
              • Has O2 lost its USP?
                • Persecuting the pirates
                • Market in Brief

                  • The recession and technology brands
                    • Mobile mastery
                      • Innovation key to Wii’s success
                        • Hard to stand out in the PC market
                        • Fast Forward Trends

                            • Trend 1: Green Technology
                              • What’s it about?
                                • What we’ve seen
                                  • What next?
                                    • Trend 2: Customisation
                                      • What’s it about?
                                        • What we’ve seen
                                          • What next?
                                          • External Market Factors

                                            • Key points
                                              • What are the key trends affecting technology brands?
                                                • Economic conditions still quite grim
                                                  • Figure 1: Economic outlook, NI and RoI, 2008-10
                                                  • Figure 2: Unemployment rates (% of workforce unemployed), by country, 2008 and 2009*
                                                • Premium positioned products are suffering
                                                  • Figure 3: Agreement with ‘I will think twice about spending more on premium/expensive brands’ as a result of the recession/credit crunch, by gender, NI and RoI, May 2009
                                                • Mobile phones to be hit the hardest by drop in consumer upgrades
                                                  • Consumer confidence recovering, but not enough
                                                    • Figure 4: Consumer Sentiment/Confidence Index for 12 months ended October 2009
                                                  • Cross-border shopping threatens RoI technology brands
                                                    • Figure 5: Euro to sterling exchange rate, January 2008-June 2009
                                                    • Figure 6: Positive and negative aspects of cross-border shopping to technology brands, 2009
                                                  • Targeting technology brands to a mature audience
                                                    • Figure 7: Population projections, by age group, RoI, 2006-26
                                                    • Figure 8: Population projections, by age group, NI, 2006-26
                                                  • Mature consumers ownership of technological products increases
                                                    • Figure 9: Ownership of technology products, by age, NI and RoI, 2008 and 2009
                                                  • Young consumers constitute a loyal brand following
                                                      • Figure 10: Agreement with the statement: “I try to keep up with developments in technology”, by age, NI and RoI, 2009
                                                  • Spotlight on Mobile Phones

                                                    • Key points
                                                      • Mobile phone market: in growth or decline?
                                                        • Figure 11: Estimated market value of the IoI mobile phone industry by region (€m), 2004-13
                                                      • Is the recession all that has seen data revenue drop?
                                                        • Figure 12: Expenditure on carrier services (€m), RoI and NI, 2004-09
                                                        • Figure 13: Average cost per voice minute, 2003-07, UK and RoI
                                                      • Barriers come down, boosting competition
                                                        • Figure 14: Trends in number portability in RoI (thousand numbers), Q1 2005-Q1 2009
                                                      • Free alternatives eating into data carrier revenue
                                                        • Reluctance to upgrade hurting the handset segment
                                                          • Figure 15: Access device (handsets) revenue by IoI, RoI and NI, 2004-09
                                                        • Enhancing mobile brand value to stimulate handset sales
                                                          • Figure 16: Features wanted on next handset, UK, 2009
                                                        • Who is the typical mobile phone user?
                                                          • Figure 17: Consumers who personally own a mobile phone, by gender, NI and RoI, 2009
                                                        • Most consumers prefer PAYG
                                                          • Figure 18: Consumers who use a monthly fixed contract or pay as you go phone service, NI and RoI, 2009
                                                        • Category innovation
                                                          • Samsung and Orange appealing to camera-lovers
                                                            • Sat-Nav branching into the mobile phone market
                                                              • The Twitter Assistants
                                                              • Mobile Phone Companies and Products

                                                                  • O2 captures highest overall market share
                                                                    • Figure 19: Estimated share of carrier services revenue, by operator, RoI and NI, 2008
                                                                  • 3
                                                                    • Orange
                                                                      • T-Mobile
                                                                        • Virgin Mobile
                                                                        • SWOT Analysis of Mobile Phone Market

                                                                          • Strengths
                                                                            • Weaknesses
                                                                              • Opportunities
                                                                                • Threats
                                                                                • Spotlight on Games Consoles

                                                                                  • Key points
                                                                                    • The games market: In growth or decline?
                                                                                      • Figure 20: Market size of video game hardware and software sales, NI and RoI, 2003-13
                                                                                    • Are violent games damaging console brands?
                                                                                      • Segmenting the games market – by hardware and software
                                                                                        • Figure 21: Video game hardware sales vs. software sales, NI & RoI, 2003-09
                                                                                      • Software sales hit an all-time high
                                                                                        • Who is the typical games console user
                                                                                          • Figure 22: Consumers who have bought or own a video game console, NI and RoI, 2008-09
                                                                                          • Figure 23: Consumers who have bought a video game console in the last 12 months, by gender NI and RoI, 2005 and 2009
                                                                                        • Irish gamers grow up
                                                                                          • Figure 24: Consumers who have bought video game consoles in the last 12 months, by age, NI and RoI, 2005 and 2009
                                                                                        • Category innovation
                                                                                          • Project Natal
                                                                                            • The rise of digital downloads
                                                                                              • Are consoles the future of TV?
                                                                                              • Video Game Companies and Products

                                                                                                  • Microsoft
                                                                                                    • Nintendo
                                                                                                      • Sony
                                                                                                      • SWOT Analysis of the Games Console Market

                                                                                                        • Strengths
                                                                                                          • Weaknesses
                                                                                                            • Opportunities
                                                                                                              • Threats
                                                                                                              • Spotlight on Computers

                                                                                                                • Key points
                                                                                                                  • The computer hardware market: in growth or decline?
                                                                                                                    • Figure 25: Market size and forecast for PC computer market, NI and RoI, 2003-13
                                                                                                                    • Figure 26: Changes to average price of a PC laptop, 2003-13
                                                                                                                  • Desktop vs. laptop
                                                                                                                    • Figure 27: Indexed market value of desktop and laptop PC sales, NI and RoI, 2003-13
                                                                                                                  • Preferred method of accessing the internet
                                                                                                                    • Figure 28: Consumers with access to broadband internet, NI and RoI, 2009
                                                                                                                  • Who is the typical PC user?
                                                                                                                    • Figure 29: Consumer ownership of a PC, NI and RoI, 2009
                                                                                                                  • What do consumers use PCs for?
                                                                                                                    • Figure 30: What consumers use PCs for, NI and RoI, 2009
                                                                                                                  • Innovations within the PC sector
                                                                                                                    • Changing how desktop and laptops are presented to consumers
                                                                                                                      • Becoming more accessible to older consumers
                                                                                                                      • PC Companies and Products

                                                                                                                          • Acer
                                                                                                                            • Toshiba
                                                                                                                              • Fujitsu Technology Solutions (FTS)
                                                                                                                              • SWOT Analysis of PC Market

                                                                                                                                • Strengths
                                                                                                                                  • Weaknesses
                                                                                                                                    • Opportunities
                                                                                                                                      • Threats
                                                                                                                                      • Brand Elements

                                                                                                                                        • Key points
                                                                                                                                          • Brand map
                                                                                                                                            • RoI brand map
                                                                                                                                              • Figure 31: Attitudes towards and usage of technology brands, RoI, September 2009
                                                                                                                                            • Dell the most used brand and O2 the most trusted brand
                                                                                                                                              • Wii and Apple do it differently
                                                                                                                                                • NI brand map
                                                                                                                                                  • Figure 32: Attitudes towards and usage of technology brands, NI, September 2009
                                                                                                                                                • Experience of technology brand dynamics
                                                                                                                                                  • Experience of brands – RoI
                                                                                                                                                    • Figure 33: Consumer usage of various technology brands, RoI, September 2009
                                                                                                                                                  • Experience of brands – NI
                                                                                                                                                    • Figure 34: Consumer usage of various technology brands, NI, September 2009
                                                                                                                                                  • Brand qualities of technology brands
                                                                                                                                                    • Figure 35: Personalities of various technology brands, RoI, September 2009
                                                                                                                                                  • NI brand qualities
                                                                                                                                                    • Brand commitment to technology brands
                                                                                                                                                      • Figure 36: Commitment to various technology brands, RoI, September 2009
                                                                                                                                                    • NI brand commitment
                                                                                                                                                      • Figure 37: Commitment to various technology brands, NI, September 2009
                                                                                                                                                  • Mobile Phone Brand Dynamics

                                                                                                                                                    • Key points
                                                                                                                                                      • Vodafone
                                                                                                                                                        • What the brand is trying to achieve
                                                                                                                                                          • What the consumer thinks
                                                                                                                                                            • Figure 38: Attitudes towards the Vodafone brand, NI, September 2009
                                                                                                                                                          • Is Vodafone’s premium brand message working against it during the recession?
                                                                                                                                                            • O2
                                                                                                                                                              • What the brand is trying to achieve
                                                                                                                                                                • What the consumer thinks
                                                                                                                                                                  • Figure 39: Attitudes towards the O2 brand, NI, September 2009
                                                                                                                                                                • Making the O2 brand more green
                                                                                                                                                                  • O2 reaches target audience online
                                                                                                                                                                    • Meteor
                                                                                                                                                                      • What the brand is trying to achieve
                                                                                                                                                                        • What the consumer thinks
                                                                                                                                                                          • Figure 40: Attitudes towards the Meteor brand, RoI, September 2009
                                                                                                                                                                        • A sociable brand
                                                                                                                                                                          • Tesco Mobile
                                                                                                                                                                            • What the brand is trying to achieve
                                                                                                                                                                              • What the consumer thinks
                                                                                                                                                                                • Figure 41: Attitudes towards the Tesco Mobile brand, RoI, September 2009
                                                                                                                                                                              • Tempting to value-focused consumers
                                                                                                                                                                                • Showing how reliable they can be
                                                                                                                                                                                  • iPhone might help boost brand power
                                                                                                                                                                                    • Round-up of the mobile phone brand category
                                                                                                                                                                                    • Video Game Brand Dynamics

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Xbox 360
                                                                                                                                                                                          • What the brand is trying to achieve
                                                                                                                                                                                            • What the consumer thinks
                                                                                                                                                                                              • Figure 42: Attitudes towards the Microsoft Xbox 360, RoI, September 2009
                                                                                                                                                                                            • A poor record of reliability
                                                                                                                                                                                              • Playstation 3
                                                                                                                                                                                                • What the brand is trying to achieve
                                                                                                                                                                                                  • What the consumer thinks
                                                                                                                                                                                                    • Figure 43: Attitudes towards the Playstation 3 brand, NI, September 2009
                                                                                                                                                                                                  • Message failing to get through
                                                                                                                                                                                                    • Wii
                                                                                                                                                                                                      • What the brand is trying to achieve
                                                                                                                                                                                                        • What the consumer thinks
                                                                                                                                                                                                          • Figure 44: Attitudes towards the Wii brand, RoI, September 2009
                                                                                                                                                                                                        • A social experience
                                                                                                                                                                                                          • Does the Wii alienate hardcore gamers?
                                                                                                                                                                                                            • Video game consoles round-up
                                                                                                                                                                                                            • Computer Brand Dynamics

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Dell
                                                                                                                                                                                                                  • What the brand is trying to achieve
                                                                                                                                                                                                                    • What the consumer thinks
                                                                                                                                                                                                                      • Figure 45: Attitudes towards the Dell brand, RoI, September 2009
                                                                                                                                                                                                                    • Dell goes green, but nobody notices
                                                                                                                                                                                                                      • Apple
                                                                                                                                                                                                                        • What the brand is trying to achieve
                                                                                                                                                                                                                          • What the consumer thinks
                                                                                                                                                                                                                            • Figure 46: Attitudes towards the Apple brand, RoI, September 2009
                                                                                                                                                                                                                          • A need for the familiar may be keeping Irish consumers at bay
                                                                                                                                                                                                                            • HP Computers
                                                                                                                                                                                                                              • What the brand is trying to achieve
                                                                                                                                                                                                                                • What the consumer thinks
                                                                                                                                                                                                                                  • Figure 47: Attitudes towards the HP brand, NI, September 2009
                                                                                                                                                                                                                                • The cash-strapped consumer’s choice
                                                                                                                                                                                                                                  • Round-up of computer brands
                                                                                                                                                                                                                                  • Appendix

                                                                                                                                                                                                                                      • Figure 48: NI and RoI population, by gender, 2006-20
                                                                                                                                                                                                                                      • Figure 49: NI population, by gender, 2006-20
                                                                                                                                                                                                                                      • Figure 50: RoI population, by gender, 2006-20
                                                                                                                                                                                                                                      • Figure 51: Forecast population change, by age, NI, 2000-20
                                                                                                                                                                                                                                      • Figure 52: Forecast population change, by age, RoI, 2000-20
                                                                                                                                                                                                                                      • Figure 53: Pound to euro exchange rate used, 2004-13
                                                                                                                                                                                                                                      • Figure 54: Number of households, by size, NI and RoI, 2000-06
                                                                                                                                                                                                                                      • Figure 55: Desktop computer market size and forecast, NI and RoI, 2003-13
                                                                                                                                                                                                                                      • Figure 56: Laptop computer market size and forecast, NI and RoI, 2003-13
                                                                                                                                                                                                                                      • Figure 57: Personalities of various food and drink brands, NI, September 2009
                                                                                                                                                                                                                                    • Brand dynamics maps
                                                                                                                                                                                                                                      • Figure 58: Attitudes towards the Vodafone brand, RoI, September 2009
                                                                                                                                                                                                                                      • Figure 59: Attitudes towards the O2 brand, RoI, September 2009
                                                                                                                                                                                                                                      • Figure 60: Attitudes towards the Meteor brand, NI, September 2009
                                                                                                                                                                                                                                      • Figure 61: Attitudes towards the Tesco Mobile brand, NI, September 2009
                                                                                                                                                                                                                                      • Figure 62: Attitudes towards the Microsoft Xbox 360, NI, September 2009
                                                                                                                                                                                                                                      • Figure 63: Attitudes towards the Playstation 3 brand, RoI, September 2009
                                                                                                                                                                                                                                      • Figure 64: Attitudes towards the Nintendo Wii brand, NI, September 2009
                                                                                                                                                                                                                                      • Figure 65: Attitudes towards the Dell brand, NI, September 2009
                                                                                                                                                                                                                                      • Figure 66: Attitudes towards the Apple brand, NI, September 2009
                                                                                                                                                                                                                                      • Figure 67: Attitudes towards the HP brand, RoI, September 2009
                                                                                                                                                                                                                                    • Brand usage tables
                                                                                                                                                                                                                                      • Figure 68: Brand experience for mobile phone brands, NI, September 2009
                                                                                                                                                                                                                                      • Figure 69: Brand experience for mobile phone brands, RoI, September 2009
                                                                                                                                                                                                                                      • Figure 70: Brand experience for video game console brands, NI, September 2009
                                                                                                                                                                                                                                      • Figure 71: Brand experience for video game console brands, RoI, September 2009
                                                                                                                                                                                                                                      • Figure 72: Brand experience for computer brands, NI, September 2009
                                                                                                                                                                                                                                      • Figure 73: Brand experience for computer brands, RoI, September 2009
                                                                                                                                                                                                                                    • Brand attitude tables
                                                                                                                                                                                                                                      • Figure 74: Brand attitudes for mobile phone brands, NI, September 2009
                                                                                                                                                                                                                                      • Figure 75: Brand attitudes for mobile phone brands, RoI, September 2009
                                                                                                                                                                                                                                      • Figure 76: Brand attitudes for video game console brands, NI, September 2009
                                                                                                                                                                                                                                      • Figure 77: Brand attitudes for video game console brands, RoI, September 2009
                                                                                                                                                                                                                                      • Figure 78: Brand attitudes for computer brands, NI, September 2009
                                                                                                                                                                                                                                      • Figure 79: Brand attitudes for computer brands, RoI, September 2009

                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                                  Technology Brand Dynamics - Ireland - December 2009

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