Market Insight: The Smartphone Industry in Bangladesh
The global Mobile handset market, in recent times, has been influenced by the rise in demand for smartphones. This trend has slowly crept into the Bangladeshi market, as the users make the leap from the old flip-phones to smartphones.
Industry Background: Status Quo:
The mobile handset industry in Bangladesh has traditionally been dominated by the Finnish giant Nokia due to its low cost feature phones. This preference for inexpensive alternatives has kept buyers away from industry giants like Samsung. Today, it is a non-collusive oligopoly with local brands like Symphony dominating the market. They have successfully competed with international giants like Samsung and Nokia (which still closely follow suit.)
A survey by LightCastle on a random sample of different age groups of mobile phone users in Dhaka, based on their preferred operating systems, can be seen below.
The following pie chart shows the demand data for smartphones in the current Bangladesh market based on the brand:
The above data shows that the key players in the market are Symphony, Walton, and Samsung, with Symphony being the leader in terms of market share.
Growth and Capacity:
As of now, the growth in the smartphone sales in Bangladesh, especially, Dhaka, is much higher than the global average of 20.3%, according to high officials from Samsung. The following factors have attributed to the growth in this sector:
- Provision of low-cost high speed 3g internet services throughout the country
- Equal Monthly Installment plans provided by banks to buy phones
- Various discounts and bundle offers provided by different companies to boost sales
- The population consisting mostly of a younger demographic
According to BTRC, the number of GSM subscribers in Bangladesh has gone up by 34% in the past year and has reached 119.62 million this November. This is not surprising, given that Bangladesh is trying to elevate its status from a low to middle income nation. The burgeoning upper middle-class segment, coupled with the existing young and dynamic labor force, is driving the shift in demand from feature phones to smartphones. Despite of this, there is room for growth in the market. According to a GSMA report, only 67.1 million people, amongst the potential 160 million, are unique subscribers.
Prices:
The list of phones above has one commonality, similar specifications, and one difference, price variance. Most smartphone prices have followed a downward trend, with local brands such as Walton and Symphony trimming down costs of production to maintain a competitive edge over the well-known names.
According to the sales people, Walton phones, within the range of BDT 6000 -BDT 14000 are very popular. Although brand loyalty has generated growing demand for Apple and Samsung products, their exorbitant prices have often stunted their sales potential. The marketing campaigns, undertaken by Symphony and Walton, which appeal to the patriotic sentiments, have also boosted sales. So has the fact that they do not have to share profits with shareholders abroad.
Government Regulations
The proposed budget for the current fiscal year has put the value added tax (VAT) on smartphone imports to 15% and Advanced Income Tax (AIT) to 5%, making the total cost of importing a smartphone subject to a tax of 20%, which is a 5% increase from the incumbent fiscal year’s regulations. This is highly problematic for manufacturers like Samsung and LG. The rise in the rates gives a competitive edge to manufacturers like Walton which assembles and manufactures locally.
Neighbor Dynamics
The dynamics in the much larger Indian economy has been similar to the Bangladeshi market. With tax rates on imports being higher in India (close to 25% -30%), depending on the country of import, local brands like Micromax and Karbonn, along with countless smaller brands, have dominated the market. Despite the strong regulations, Korean giant Samsung has been the biggest player in India, whereas, it is not so in Bangladesh. This may be due to existence of brand loyalty.
What the future holds
The growth in demands in recent years suggest that the prospect for smartphones in Bangladesh is very high. The influx of more advanced services, provided by the GSM operators, have played a phenomenal role in the growth of the smartphone market. Despite the existence of an oligopoly in the market structure, the local brands are favored, owing to government tax regulations. Thus, there still remains a significant amount of space to enter the market locally.
The Research for this sector report was conducted by Zuhayr Reaz.
Market Insight: Emerging Steel Industry in Bangladesh
The steel industry plays a fundamental role in not only driving economic growth, but also other complementary industries such as transportation, energy, heavy engineering and construction. The global steel industry, second in size only to oil and gas, produced 1,665 million tonnes of steel and had an estimated turnover of 900 billion USD in 2014. Despite dynamic shifts in the global scenario, the steel industry continues to be a source of employment for over 50 million people.
The global steel industry is currently undergoing a transition. The majority of both global production and consumption of steel was driven by China’s meteoric growth throughout the 2000s.
The growth rate of the global steel industry jumped from 2.5% in 1995-2000 to 6.2% in 2000-05. In fact, 7 of the top 15 steel companies operating today are based in China.
However, the recent slowdown in China’s economic growth lead to a corresponding decline in steel sales, which contributed to a fall in steel prices. Consequently,
the market shrank by 1.7% in 2015.
Currently, China occupies over 49% of the global market share in production and 46% of the market share in consumption, but this is expected to decline over time. As developing economies continue to grow, such countries will eventually drive new demand for steel.
At the moment, there is a global supply surplus of over 100 million tonnes of crude steel, which is contributing to the falling steel prices.
The Growing Local Industry
With an estimated market size of 300 Billion BDT, the steel industry in Bangladesh is currently experiencing an upsurge in demand. This growth is driven mostly by government spending on infrastructure projects, which accounts for 40% of steel consumption in Bangladesh. As with the global market, there is also a supply surplus in the local steel industry: the current demand is around 4 million tonnes, while the total capacity is around 8 million tonnes.
The steel industry in Bangladesh produces mainly two classes of products: flat steel (mainly CI sheet and CR coil) and long steel (MS rod/TMT bar).
Although there are currently over 400 active firms in the industry, the top 20 companies service more than half of the demand.
BSRM, the market leader, currently produces around 0.6 million tonnes of steel per year, with plans to scale up production capacity by 0.3-0.4 million tonnes a year. As BSRM and other top firms such as AKS, GPH and Bashundhara Steel expand their capacity and improve their technological capabilities, the industry is becoming increasingly more monopolistic.
The Need for Stronger Backward Integration
Of the over 400 steel re-rolling mills operating in Bangladesh, around 350 mills primarily source their raw materials from shipbreaking.
However, recent regulatory crackdown by the EU has put the shipbreaking industry in dire straits. New EU rules require that EU-registered ships to be recycled only at sustainable facilities approved by the EU. It is unlikely that ship-breaking facilities in South Asia (including those in Bangladesh), which often experience worker-related accidents, will receive this approval.
Furthermore, sourcing from shipbreaking makes the production more expensive compared to the cheap Chinese steel currently flooding the global market. Thus there is a supply-driven pressure on the local steel industry to shift away from shipbreaking as a raw material source in order to streamline its production.
Consequently, top players such as BSRM, GPH, RSRM, Rahim Steel and Bashundhara Steel are already producing the main raw material, billets. Although the country currently imports 1.2 million tonnes of billets each year, the annual demand for billets stands at 4 million tonnes. With the right strategies, local players can fill this large demand gap.
The Case for Growth
According to the SteelMint group, production capacity of the Bangladesh steel industry has more than tripled during FY14-15. Actual production is expected to double by 2022.
The steel industry in Bangladesh is still largely dependent on domestic growth drivers such as government infrastructure projects and the real estate industry. At the moment, per capita steel rebar consumption in Bangladesh is only 25 kg, compared to 57 kg in India and the world average of 217 kg in 2012. This is expected to grow to 50 kg by 2022.
Although there is a lot of room for growth in the domestic market, focusing on steel exports is key to future development of the industry. Already the production surplus is more than 50% of the total domestic demand.
Currently, Bangladesh exports 57.9 Million USD worth of iron and steel products and raw materials.
Although big markets such as India currently feature among Bangladesh’s top export destinations for steel products, focusing more on other growing Asian markets as well may be key to future exports growth. As the global steel industry continues to transition to a new phase, the local sector has the prime opportunity to not only grow to satisfy the domestic demand but also secure position in the emerging export markets of tomorrow.
This research has been conducted by MS Rayed