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Portable Players in Japan

C&M: Japan portable players industry

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2014-01-08 23:35:01 - Portable Players in Japan - a new market research report on

The competitive landscape of portable media players remained concentrated, with the top two players, Sony and Apple, accounting for a combined 44% share of retail volume sales in 2012. Sony leads through its flagship brand Sony Walkman (26% retail volume share), followed by Apple´s iPod (18%). Walkman has been a household name since 1979, and Sony enjoys an excellent brand reputation for high quality audio as a pioneer in portable media players.

The rapid expansion of e-readers was a key trend in portable players. E-readers remained the strongest-performing category with retail volume sales increases of 200% in 2012. An affordable pricing point of ¥10,000 was a major contributor to the growth in demand. Moreover, the average unit price of e-readers fell



by 50% in 2012. Strong price competition was largely caused by the release of new devices, such as Kobo by Rakuten and Kindle PaperWhite by Amazon, as players looked for larger profits from content purchased on their internet shopping websites.

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