This document provides an analysis of the global and Canadian mobile phone accessories market. It finds that the accessories market is large and growing, expected to reach $121.72 billion by 2025. Accessories like protective cases, batteries, headphones, and smartwatches can help telecom companies increase revenue by reducing phone damage and encouraging greater data and voice usage. The document also summarizes Canadian market research findings, key considerations for customers purchasing accessories, and recommendations for various stakeholders to enhance sales and differentiation.

1. Mobility Solutions
Market Study Brief:
Global / Canadian Mobile Phone Accessories
Analysis & Recommendations
Your guide from Innovation to commercialization
2015

2. Potential Benefits for Telco with Accessories Portfolio?
Product Type Situation
ARPU Drivers
By Avoiding Accessory By Using Accessory
Protective Case Mobile phone damage No cellphone use Negative Churn (reduced
repair cost); Uninterrupted
use of cellular services
Battery Bank Low battery Reduced use of mobile
voice and data services
Uninterrupted use of
cellular services
Bluetooth Headset Involved in other activity
such as driving, cooking, etc.
No cellphone use Increased use of mobile
voice services
Smart Watch Away from phone No cellphone use Increased use of mobile
data services
Is it Worth Thinking about Mobile Phone Accessories Segment?
“The global mobile phone accessories market is expected to expand at a CAGR of nearly 7% and
reach US$ 121.72Bill in value by 2025. Robust demand for protective covers and power banks will
fuel the market.”
- FMI (Future Market Insight)
11/3/2015

3. Our Research Methodology
Primary Research
Secondary Research
Method Store Survey and Sales Representative Interview
# of Interviews 17 Client / Reps (F2F) + Operators + Accessories Manufacturers + Survey
Stores Visited TELUS, Bell, Rogers, Wind, Best Buy, The Source, Wireless Wave, TBooth
Wireless and Walmart, Hipstreet, Gentel
Kiosks Visited Virgin Mobile, Fido, Koodo, Itech and Cellicon
Dates Sep - Oct 2015
City Toronto, Markham, LinkedIn
Locations Vaughan, Yorkdale Mall, Markville Mall and Eaton Centre
Sample questions asked to the Sales Representative:
Q. What are your best selling accessories and how do you sell?
Q. Who is currently buying accessories from your store?
Q. How important is price to customers when choosing this type of product?
Q. How can you best communicate offers to the customers you are interested in attracting?
• Industry Reports - IDC, Gartner, FMI, etc. • E-resources - Articles, Blogs, etc.
• Industry Experts F2F meetings - Product Managers, Buyers, etc.
11/3/2015

4. Canadian Mobile Phone Accessories Market
By Product Type (Leading Brands by Type)
By Distribution Channel
Protective Case Charging Audio
Health & Fitness Smart Watches Othe
r
 Multi Brand Store
11/3/2015
 Online Store

5. 11/3/2015
Key Findings in Canadian Marketplace
Benefits of Accessories Segment in Store Retail Top 5 Purchase Considerations
Convoluted Market Segment
•# of retailers, operators, OEMs
etc.
•No clear winner
•Not considered as mainstream
product especially by operators
Handful of Niche Brands
•No brand with products in all
accessory segment
•Less product differentiation
•Popular brands available at all
retailers
Sales Channel
•Multiple sales channel (direct,
retailers (all tiers) and
operators)
•No exclusive retailer/reseller
1. Features
2. Brand
3. User Reviews
4. Retailer/Online Reps Perspective
5. Product’s Appearance
 Destination stores / Flagship stores - to maximize
brand presence and feel
 Focus as exploration playground - to attract
customers to interact with products
 Discount option - margins are high on
accessories
Pricing is important and market is segmented on the basis of price range into premium, mid and low.
However, the mid segment dominated the global mobile phone accessories market in 2014 and is expected to
remain dominant through 2025.
- FMI (Future Market Insight)

6. Key Recommendations Across Various Stakeholders
Enhance in-store experience based on how you want to brand
•Select hero products that resonates with your brand values
•Invest in innovative ways such as interactive display, samples and demos, etc. to make
customer-interaction more engaging
•Educated commissioning rep could be key to success within store
Differentiate products based on lifestyle and branding message
•Segment products not by price but by type such as sport, health, etc.
•For example, retailers that modify their offerings to reflect the health and wellness
trend can differentiate themselves from their competitors
•Understand which wearable devices and platforms are important to your high-value
customers and your target market
Segment, target and communicate - pair accessories based on device tier
•Regularly update customers about new product addition, and changes in product
portfolio and offers
•Key to success lies in product messaging, device bundling especially if the product
already has benefits that have not been actively promoted
•Communications can help propel a business from a stagnant sector into a new one
with significant growth prospects
11/3/2015

7. Thank You !
If you are interested to learn more details,
Click on the link below to download detailed report
http://info.markitech.ca/global-and-canadian-mobile-
phone-accessories-analysis-recommendations