Higher average ticket lever performance of smartphones

The exemption of smartphones has discounts on products which, nevertheless, still had a higher average ticket. These factors boosted retail sales in this segment in the third quarter, as Pow and Webfones, examples of companies that have had good results in the period and await further expressive growth in 2014 in Brazil. The scenario, in fact, macro, because between July and September were sold 250.2 million units around the world, which equates to an increase of 45.8% compared to the same period in 2012, according to Gartner. Smartphones in the third quarter accounted for 55% of all mobile phones sold worldwide, the highest percentage ever recorded.
The Director of marketing for virtual retailer Kabum, Fernando Noah, points out that the purchase of the "second unit" on the part of Brazilians contributed to the good performance of the sector. "Initially the consumer seeks a lower-priced phones, and this type of sale leveraged the billing until the middle of the year. Going forward we expect a second purchase, in General most developed and products with higher added value, "comments.
The Pow predicts growth of 120% in smartphone sales this year before 2012. Only on Christmas and year-end sales, the variation must be 70% in comparison with last year. "We realized a 30% increase in the average ticket in the Smartphone category, which today revolves around R $ 980", evaluates the Pow's representative in the area of mobile, Renan Justino.
According to the founder of Webfones, e-commerce specialized in mobiles, Guilherme Ribeiro, prices of some smartphones ranged "from 10% to 20% in recent months". For Ribeiro, "with the announcement of 3 g and 4 g technology in Brazil because of the World Cup in 2014, the market should continue heated until 2016 or 2017. This year, the growth in the sale of this type of appliance must exceed the rate of 100%. "
The exemption of smartphones, enacted by the Ministry of communications, also collaborated. By the measure, will have zero rate of the Social integration program (PIS) and Social security financing contribution (Cofins) follow case determinations. The main ones are the final price to the consumer up to $ 1,5 thousand, 3 g technology support and minimum package of applications. "We had change soon in the first month of sales after the exemption in April, which were significant," says Fernando Noah. "The rebate on the value of the equipment was effectively increased, a fact that has been collaborating with a better performance."
The Pow offers approximately 150 smartphone models from nine different brands. This category, along with tablets, represents approximately 31% of revenues from e-commerce. The expectation of the company, second Noah, is to increase turnover in 50% this year before 2012, and make the value reaching 70% next year. Already the Webfones, in operation since last year, designs earn $ 20 million. The initial expectation for 2014, according to Guilherme Ribeiro, is r $ 30 million, while turnover last year stood at R $ 8 million.
Exchange of the great movement observed in retail is still the consumers replacing their mobile without internet access for a smartphone. However, the market analyst IDC, Leonardo Munin, claims that the device changes tend to occur more quickly. "Today, the average time for the client to change a unit is 18 months," he says. "Today already see those input with a smartphone by purchasing a premium model in a period a bit smaller." The analyst projected a growth of 100% in sales this year from 2012. He points out that one of the initiatives that can contribute to the more rapid exchange are customer benefits.