SAMPLE

GLOBAL SMART WATCH MARKET

(2020-2025)
The study offers:
• A detailed understanding of the current market dynamics and growth opportunities
• The impact of novel technological developments and the evolution of connected and on-move devices on the smart
watch market
• Assessment of the impact of COVID-19 on the market
• An overview of the competitive intelligence, along with product innovations and strategies of the major players

Base Year: 2019 Forecast Period: 2020-2025

Industry Reports | Consulting | Intelligence Center

1 +1 617 765 2493 | info@mordorintelligence.com | www.mordorintelligence.com

SAMPLE - SMART WATCH MARKET
 DISCLAIMER
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Any and all the information and/or material provided by Mordor Intelligence are based on primary interviews and/or secondary research, and are, therefore, subject to
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 TABLE OF CONTENTS
1. INTRODUCTION 4.5.3 Threat of New Entrants

1.1 Study Assumptions and Market Definition 4.5.4 Threat of Substitutes

1.2 Scope of the Study 4.5.5 Intensity of Competitive Rivalry

2. RESEARCH METHODOLOGY 4.6 Assessment of the Impact of COVID-19 on the market

3. EXECUTIVE SUMMARY 5. MARKET SEGMENTATION

4. MARKET DYNAMICS 5.1 By Operating Systems

4.1 Market Overview 5.1.1 Watch OS

4.2 Market Drivers 5.1.2 Android/Wear OS

4.2.1 Increasing Technological Advancements in the 5.1.3 Other Operating Systems

Wearables Market 5.2 By Display Type

4.2.2 Increase in Health Awareness among the Consumers 5.2.1 AMOLED

4.3 Market Restraints 5.2.2 PMOLED

4.3.1 Growing Complexity of Wearable Devices and Limited 5.2.3 TFT LCD
Use of Features, Augmented With Security Risks
5.3 By Application (Qualitative Analysis)
4.4 Industry Value Chain Analysis
5.3.1 Personal Assistance
4.5 Industry Attractiveness - Porter's Five Forces Analysis
5.3.2 Medical
4.5.1 Bargaining Power of Suppliers
5.3.3 Sports
4.5.2 Bargaining Power of Buyers
5.3.4 Other Applications

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 TABLE OF CONTENTS
5.4 Geography
* List Not Exhaustive
5.4.1 North America
7. VENDOR MARKET SHARE
5.4.2 Europe
8. INVESTMENT ANALYSIS
5.4.3 Asia-Pacific
9. FUTURE OF THE MARKET
5.4.4 Rest of the World

6. COMPETITIVE LANDSCAPE

6.1 Key Vendor Profile

6.1.1 Apple Inc.

6.1.2 Samsung Electronics Co. Ltd

6.1.3 Garmin Ltd

6.1.4 Fitbit Inc.

6.1.5 Fossil Group Inc.

6.1.6 Huawei Technologies Co. Ltd

6.1.7 Sony Corporation

6.1.8 Lenovo Group Limited

6.1.9 Huami Corporation

6.1.10 LG Electronics Inc.

6.1.11 Polar Electro OY

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 INTRODUCTION
STUDY ASSUMPTIONS AND MARKET DEFINITION
STUDY ASSUMPTIONS
◼ The base year is identified, based on the availability of annual reports and
secondary information. The base year considered for this study is 2019.
◼ The review period considered for this study is from 2014 to 2018. The CAGR
is for the forecast period, 2020-2025.
◼ Inflation is not a part of the pricing, and the average selling price (ASP) is
kept constant throughout the forecast period for each country.
◼ Distribution of the primary interviews conducted is based on the regional
share of the market and the presence of key players in each region.
◼ As a result of data triangulation, through multiple methodologies and
approaches, the weighted averages of the resulting estimates are
considered to be the final values.
5 SAMPLE - SMART WATCH MARKET
MARKET DEFINITION
◼ A smart watch is a wearable electronic device that also has computed
capabilities for specific functions and closely resembles a wristwatch.
◼ Owing to the type of application it is used for, in addition to displaying the
time, many smart watches have wireless communication capabilities that a
user can use from the watches interface to initiate and answer phone calls,
read emails and messages, receive weather report updates, dictate emails or
text messages, or use it as personal digital assistant.
◼ Smart watches have evolved for use for a specific purpose, for instance, it can
collect the data for certain health parameters or providing GPS capabilities to
gather and track data about the heart rate of wearing person or offer the
wearer, walking or driving directions. These segments have been considered
in the scope of the study. The normal fitness tracker has not been considered
in the scope of the study and has been referred for comparison in volume
with respect to smart watches in the study.
◼ The study also offers the assessment on the impact of COVID-19 on the smart
watch market.
 INTRODUCTION

SCOPE OF THE STUDY

BY OPERATING SYSTEM BY DISPLAY TYPE BY APPLICATION GEOGRAPHY

◼ Watch OS ◼ AMOLED ◼ Personal Assistance ◼ North America

◼ Wear OS/Android ◼ PMOLED ◼ Medical ◼ Europe

◼ Other Operating Systems ◼ TFT LCD ◼ Sports ◼ Asia-Pacific

◼ Other Applications ◼ Rest of the World

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 EXECUTIVE SUMMARY

SMART WATCH MARKET

Shipments in million, Global, 2019-2025 The global smart watch market was valued at shipments volume of xx.x
01 million in 2019 and it is expected to reach a volume of xx.x million by
2025, registering a CAGR of 14.5% during the forecast period.
14.5%
CAGR xx
xx
xx
xx

xx

xx
Detailed Analysis Available with the Report
xx

2019 2020 2021 2022 2023 2024 2025

SOURCE: Mordor Intelligence Analysis

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 MARKET INSIGHTS

MARKET OVERVIEW
◼ Owing to the rising penetration rates of urbanization, the demand for aesthetically appealing advanced
products with the ability to better serve the consumers’ requirements, such as time schedules, multiple features
in one device, has been driving the demand for smart watches globally. Moreover, the huge millennial
population has been adopting smart watches due to the increased spending for their regular work hours
tracking and luxury standards.
◼ According to the International Council of Shopping Centers (ICSC), millennial expenditure is expected to
increase across various major economies. For instance, in the United States, by 2022, head-of-household
millennials are projected to have an average expenditure of about USD 124,000, nearly double the total,
compared to the amount a decade ago.
◼ Moreover, European millennials are projected to witness an average expenditure rise by 18%, to just above USD
53,000, by 2022. Similarly, the Asia-Pacific region is also anticipated to spend more than USD 26,000 per
millennial household, in 2022, increasing by 31%, compared to that in 2012.
◼ Monitoring health has been the most advantageous aspect of wearables technology. Not only does
it help fitness-enthusiasts by providing them with necessary health parameters but also aids patients by
providing insights on their condition. Smart watches are seeing a surge in new users, including the older age
population, owing to the fact that wearable makers, such as Apple and Fitbit, among others, are adding health-
monitoring features that appeal to older people and keep them updated about their health status in real-time.
◼ For instance, Apple features a fall detection app and an EKG monitor to the Apple Watch Series 4, while Fitbit
added a feature to detect sleep apnea. The next-generation of Apple watches is expected to feature glucose
monitoring for people with diabetes. The company also collaborated with L’Oreal to design the first skin sensor
that detects UVA and UVB exposure.
◼ Patients tend to forget to take their medications for many reasons. Wearables can play an important role by
alerting people when it is time to take their medicines and can keep a track of when they take them. Such
trends are expected to drive the adoption of smart watch uses in the medical applications among the individual
users, during the forecast period.
◼ According to the survey from Rock Health on digital health adoption, in 2019, wearable adoption increased
rapidly from 24% in 2018 to 33% in 2019. More consumers are leveraging such devices to address critical health
needs rather than just fitness tracking.

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 MARKET INSIGHTS

MARKET OVERVIEW

◼ Wearable technology has brought in the trend of integrating electronics into daily activities
SHIPMENTS OF SPORTS AND FITNESS TRACKERS
and fits into the changing lifestyles and can be worn on the body. smart watches imply
wristbands launched by companies, like Fitbit, Huami, Fossil, Samsung, and Apple, among in million units, Global, 2015-2021
others that also act as activity trackers, and has gained significant traction, owing to the boom
148.5
in the fitness trend across consumers and multiple features brought by these smart watches.
For instance, the number of wristbands/fitness trackers that offer heart rate and physical 134.0
activity monitoring feature increased from a mere 58,000 in 2010 to more than 30 million in
2019.
◼ The companies’ strategic approach to expanding in the market reach and sales is majorly seen
in the introduction of new products. The market has experienced the entrance of new vendors 97.6
as sales channel-related risks are mitigated by the presence of e-retailers offering their
platform for sales and have good exposure to customers. It has also resulted in a market with
fierce competition in the low-price segment, which can be attributed to the increased number
of smart watch sellers with a fitness tracker and other multiple features being provided at a
price below USD 40 to 45 for each device.
◼ The smart watch category is experiencing a rise, owing to the additional features, such as the
brand that suits the everyday lifestyle, support to multiple brands smartphone through apps.
Strong brands, such as Apple and Fossil, are keeping the pricing consistent with the price
bands of traditional watches, to maintain their revenues and target the premium smart watch-
based demand. The strategy of such brands is more in value than in volume, which results in
less sales volume but a higher market share. With Google’s WearOS, many other premium
watchmakers, such as TAGHeuer and Armani, have entered the segment, sensing the market
opportunity and high brand recognition in the watches segment. 2015 2018 2021

Source: Consumer Technology Association

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 MARKET INSIGHTS

MARKET OVERVIEW
◼ Multiple vendors who were earlier focused on providing wearables specifically for medical experts are also
exploring the opportunities in the smart watches segment dominated by individual buyers. For instance, in
2019, the Japanese firm, Omron, secured the FDA clearance for its HeartGuide, a smart watch that comes with
an oscillometric blood pressure monitor. The company launched the product first in the United States,
considering that the people in the country are highly interested in preventive medicine, partly because of its
medical insurance system.
◼ Further, Google also entered the wearables segment with its Pixel smart watch, and recently the company has
patented a gesture control system for smart watches. The gestures are required to be carried out using the
hand or arm that the smart watch is worn on and includes things, such as making a fist to launch a feature like
Google Assistant or dictation software and then opening the fist to dismiss the feature.
◼ Furthermore, in the Middle Eastern region, according to Arab Health, one of the largest gatherings of healthcare
and trade professionals, 45% of GCC residents find wearable tech, such as smart watches or fitness trackers, to
provide an effective way to monitor their personal health.
◼ According to Samsung Gulf Electronics, the smart watch is no more only a smart watch or just a tool, but it is
now a fashion that is part of consumers' day-to-day life. Fashion and functionality are among the major aspects
driving the wearables in the United Arab Emirates. Consumers are increasingly looking out for sleek and catchy
designs, trendy interfaces, and different types and colors of straps. Also, the launch of new smart watches with
enhanced features and innovative technologies is leading to growing competition between vendors, such as
Apple, Fitbit, Samsung, and Huawei, among others.
◼ For instance, in October 2019, Huawei Tech Investment Saudi Arabia Co. Ltd launched the HUAWEI WATCH GT
2 during an exclusive launch event in Riyadh. HUAWEI WATCH GT 2 is the company’s next-generation smart
watch, powered by the firm’s proprietary Kirin A1 chip, offering an upgraded user experience and battery life of
14 days.
◼ Further, HONOR announced the launch of the brand-new smart watch, the HONOR MagicWatch 2 in the United
Arab Emirates and Saudi Arabia in January 2020 and February 2020, respectively. This smart watch comes with
breakthrough battery performance up to 14 days, intelligent fitness and health monitoring technologies, while
also ensuring a versatile and personalizable design that resonates with the youth.

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 MARKET INSIGHTS

MARKET OVERVIEW
◼ Further, the Snapdragon Wear 3100, a 28nm process, from Qualcomm is a low-power chipset that brings
out advanced features in smart watches. The new chipset is further touted to be under development, a
12nm access, from Qualcomm, which is expected drastically improves battery life compared to the previous
generation solutions. This not only improves the performance of the smart watches but also improves their
battery life, which has been a pain area for smart watch vendors, especially using Android and Wear OS
platform. At present, smart watches are being majorly used for fitness and presently mobile payments and
messaging are emerging as new features attracting customers’ attention at a rapid pace. The addition of
cellular connectivity is also starting to resonate with early adopters and looking ahead the emergence of
new use cases, like music streaming, or additional health sensors will make mobile connectivity pivotal to
the success of the smart watch growth.
◼ Furthermore, the increasing competition among the vendors encourages innovation in the market, leading
to the development of advanced production facilities and employing different market strategies to reduce
the cost of smart watches. Also the strategy towards involvement in partnerships to leverage the growing
demand in the market geographically is a top priority in the players.
◼ For instance, the Fossil Group and Citizen Watch Company Ltd entered into a partnership to expand the
geographic reach and scale of hybrid smart watches. This agreement is expected to leverage each of the
company’s strengths, by adding hybrid smart watch technology developed by the Fossil Group to Citizen’s
watch-manufacturing capacity. The Fossil Group also announced a licensing agreement with BMW. In this
collaboration, the company is expected to design and manufacture BMW-branded watches and smart
watches. It is expected that the first models will go live in 2019 and will be sold in over 4,000 BMW
locations across the world.
◼ However, some of the challenges in the smart watches related to the privacy of data are restraining the
market growth. As smart watches collect data, like geolocation, etc., in addition to personal health-related
information, there is an inherent risk of a data breach. In addition, as they are connected to a variety of
cloud apps, where the customer unknowingly allows access to third-party apps, they become a point for an
attack. For instance, Strava, a fitness tracking app, was reported to have revealed the location of US soldiers
in war zones of Syria and Iraq. According to WIRED UK, Strava’s API allowed the de-anonymization of user-
share data, which exposes user’s details, such as name and even heart rate.

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 MARKET INSIGHTS

MARKET OVERVIEW
◼ Further, according to cybersecurity research firm
Rapid7, the smart watches for children sold on
Amazon, such as G36 Children's smart watch and
SmartTurtles Kid's smart watch are vulnerable to
hackers which will allow them to track and
communicate with children. Such developments are
challenging the market growth.

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 MARKET INSIGHTS

IMPACT OF COVID-19 ON THE MARKET

◼ The COVID-19 is expected to have significant impact on the market in the current year and the first two
quarters of the year following it as the supply chain has experienced a huge disruption owing to the
COVID-19 being declared as a pandemic.
◼ Asian countries such as China, India, South Korea, Taiwan, Japan who have significant presence of
manufacturers of the raw materials used in wearable products manufacturing has experienced
lockdown and has impacted the production schedules. The sales have been down as the lockdown in
most of the global economies has been resulted in deliveries limited to essentials and has resulted in
companies revising their revenue targets.
◼ Additionally, due to the huge economic downturn experienced by companies across the industries,
employees are also witnessing salary cuts. This is directly impacting the purchase decision for smart
watches by the customers.
◼ However for the existing customers, the smart watch companies are increasingly making efforts for
product innovations towards monitoring coronavirus infection rate via smart watches. For instance, in
March 2020, the ECG smart watch manufacturer – Vagus introduced a crowd-sourced data-collection
campaign to be carried out via its ECG watches. This is aimed at capturing ECG data readings pre,
during and post Covid-19 infection to help detect subtle changes in respiratory function. Hence, is
estimated to provide a better understanding of the disease’s progression and increase early detection.
◼ Later, recently in April 2020, the German federal government agency and research institute Robert Koch
Institute (RKI) launched a smart watch app in partnership with health-tech startup Thryve to help
monitor the spread of COVID-19 and analyze whether measures to contain the novel coronavirus
pandemic are working. The application allows the smart watch user to voluntarily as well as
anonymously share information from their smart watches that could reveal signs of a Covid-19
infection.
◼ Also, the global demand for smart watches increased significantly during the first quarter of 2020, with
Apple continuing to hold a prominent share of the market. The added benefits of health tracking have
increased the demand.
◼ The market is expected to recover once the business return to normalcy by the next year. After the
normalcy, the demand for smart watches are expected to increase again. After gaining awareness
about more value for health monitoring, it is estimated to gain increased adoption rate in the future.
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 XX.X%
SEGMENTATION BY
GEOGRAPHY North America

• North America Europe

SAMPLE FIGURE
• Europe
Asia-Pacific
• Asia-Pacific
Rest of the World
• Rest of the World

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 MARKET SEGMENTATION

SEGMENTATION - BY GEOGRAPHY

SMART WATCH MARKET SMART WATCH MARKET

Shipments Share (%), by Geography, 2019 Shipments in million, by Geography, 2019-2025

GEOGRAPHY 2019 2020 2021 2022 2023 2024 2025 CAGR (%)

North America xx.x xx.x xx.x xx.x xx.x xx.x xx.x xx.x
SAMPLE FIGURE

Europe xx.x xx.x xx.x xx.x xx.x xx.x xx.x xx.x

Asia-Pacific xx.x xx.x xx.x xx.x xx.x xx.x xx.x xx.x

North America Europe

Rest of the World xx.x xx.x xx.x xx.x xx.x xx.x xx.x xx.x
Asia-Pacific Rest of the World

SOURCE: Mordor Intelligence SOURCE: Mordor Intelligence

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 SEGMENTATION - BY GEOGRAPHY

ASIA-PACIFIC

◼ The Asia-Pacific region is expected to witness the highest growth in the smart watch market
SMART WATCH MARKET
due to the growing consumer electronics industry, coupled with a rapid rise of smart watch
Shipments in million, Asia-Pacific, 2019-2025
market vendors across the emerging economies of the region. Also, increasing tech-savvy
population, a rising pool of chronic diseases, such as obesity and diabetes along with growing
popularization of health and fitness to maintain a healthy lifestyle, is driving the market growth
◼ Advancements in research across the region are leading to increased innovation in recent years,
which is instrumental, thereby, driving the demand for the smart watch market to augment SAMPLE FIGURE
public safety measures by the department of police and other public safety organizations. Also,
the growth in disposable income and the rapid adoption and popularity of enhanced gadgets
are some of the primary drivers for the market in this geographical region.
◼ The rise in the smart watch market across the region has fueled the purchases of growing
affluent consumers. Moreover, the increase in the presence of key vendors, such as Samsung,
Sony, Huawei, Lenovo, among others, offering smart watches with the integration of the latest
technology features has added to the growth of the market during the forecast period. For
instance, in January 2018, China’s Huawei is one of the first device makers to commit to using
the Snapdragon wear 2500 series chipset across a wide variety of smart watches.
◼ Also, some of the ongoing partnership and collaboration among the prominent players across
the region is further expected to expand the scope of the market during the forecast period.
For instance, Huami Corporation partnered with PAI Health, a health technology software
company, in order to combine Huami's massive biometric database collected by high quality 2019 2020 2021 2022 2023 2024 2025
smart watch devices as well as powerful algorithms, along with PAI Health's software to offer a
scientifically validated approach to helping address some of the health risks typically associated SOURCE: Mordor Intelligence
with an inactive lifestyle.
16 SAMPLE - SMART WATCH MARKET
 COMPETITIVE LANDSCAPE - KEY VENDOR
PROFILES
• Apple Inc.

• Samsung Electronics Co. Ltd

• Garmin Ltd

• Fitbit Inc.

• Fossil Group Inc.

• Huawei Technologies Co. Ltd

• Sony Corporation

• Lenovo Group Limited

• Huami Corporation

• LG Electronics Inc.

• Polar Electro OY

17 SAMPLE - SMART WATCH MARKET

 KEY VENDOR PROFILES

APPLE INC - OVERVIEW

◼ Apple Inc. is a US company that designs, manufactures, and markets mobile communication
and media devices, personal computers, and portable digital music players. It sells a variety of
related software, services, accessories, networking solutions, and third-party digital content
and applications.
◼ The company’s products and services include iPhone, iPad, Mac, iPod, Apple Watch, Apple TV,
a portfolio of consumer and professional software applications, iOS, macOS, watchOS, and Founded in 1976
tvOS operating systems, iCloud, Apple Pay, and a variety of accessory, service, and support
offerings. The company sells and delivers digital content and applications through the iTunes
Store, App Store, Mac App Store, TV App Store, iBook Store, and Apple Music. California, United States

◼ Apple is rigorously working for its applications, including phone, map, mail, and messages to
incorporate context-aware computing technology, to provide a rich user experience. The https://www.apple.com/
company entered the smart watch market in 2015. Apple watch enables users to communicate
from their wrist, track their health and fitness through activity and workout apps, and includes
Siri and Apple Pay. In September 2019, the company introduced Apple Watch Series 5, with a +1-408-996-1010
feature of always-on display and the new display will always show the time and complications.
The new Apple Watch is also the first to include a built-in compass.
APPLE INC.
Revenue in USD billion, 2017 – 2019
USD 55.256
USD 260.17 ~137,000
billion Net
billion Revenue Employees 265.59 260.17
Income
229.23
USD 16.21
15%
billion
Revenue Growth
R&D
in Asia-Pacific 2017 2018 2019
Expenditure
Source: Apple Inc, Annual Report 2019 for the fiscal year ended in September 2019.

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 KEY VENDOR PROFILES

APPLE INC – BUSINESS SEGMENTS

APPLE INC. APPLE INC.

Revenue Share (%), by Geography, 2019 Revenue Share (%), by Business Segment, 2019

iPhone

8.3% 18%
America Mac
6.8%
44.9% Europe 9%
16.8% iPad
Greater China 55%
8% Wearables, Home and Accessories
Japan
Rest of Asia-Pacifc 10%
23.2%
Services

◼ The net sales from Americas increased during 2019 compared to 2018 primarily
due to higher services and net sales from Wearables, Home and Accessories,
partially offset by lower iPhone net sales. The Europe net sales decreased
during 2019 compared to 2018 primarily due to lower iPhone net sales, partially
offset by higher Wearables, Home and Accessories and Services net sales.
◼ The Greater China net sales decreased during 2019 as compared to 2018,
primarily due to lower iPhone net sales, partially offset by higher Wearables,
Home and Accessories and Services net sales. The weakness in foreign
currencies relative to the US dollar had an unfavorable impact on Greater China
net sales during 2019.
◼ China along with the United States, were the only countries that accounted for
more than 10% of the company’s net sales in 2018 , 2017, and 2016.
◼ The iPhone net sales decreased during 2019 compared to 2018 primarily due to
lower iPhone unit sales
◼ The Mac net sales increased during 2019 compared to 2018 primarily due to
the higher net sales of MacBook Air, partially offset by lower net sales of
MacBook and MacBook Pro.
◼ The iPad net sales increased during 2019 as compared to 2018 primarily due to
higher net sales of iPad Pro
◼ The Wearables, Home and Accessories net sales increased during 2019 as
compared to 2018 primarily due to higher net sales of AirPods and Apple
Watch.

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 KEY VENDOR PROFILES
APPLE INC – PRODUCTS AND STRATEGIES
PRODUCTS
Apple smart watch: Apple Watch is a personal electronic device that
combines the watchOS user interface and technologies created
specifically for a smaller device, including the Digital Crown, a unique
navigation tool that allows users to seamlessly scroll, zoom, and
navigate, and Force Touch, a technology that senses the difference
between a tap and a press and allows users to access controls within
apps.
◼ Apple Watch Series 5: The watch has a display that never sleeps.
The new display will always show the time and complications. The
Apple Watch Series 5 is also the first to include a built-in compass.
The new Series 5 runs on a new Apple S5 chip inside: 64-bit dual-
core S5 processor, up to 2x faster than S3 processor (includes W3
wireless chip). The Series 5 includes 32 GB storage, up from 16 GB
from previous models. The Series 5 will be preloaded with watchOS
6.It has also ECG monitoring like previous Apple Watch series 4.
◼ Apple Watch Series 4: The watch has ECG monitoring on the
customer wrist. With notifications for low and high heart rate, and
irregular rhythm. It has fall detection and Emergency SOS, with
Breath watch faces. The Series 4 will be preloaded with watchOS 5
and S4 chip.
20
STRATEGIES
TECHNOLOGIES ACQUISITIONS
◼ The company’s business strategy leverages its unique ability to design and develop its
operating systems, hardware, application software, and services to provide its customers
products and solutions with innovative design.
◼ The company spends a large part of its R&D in product innovations and is involved in a
high level of innovation and strong international presence. It also has a strong image in the
global smartphone industry and leverages this image to promote its other segments too.
◼ The company works towards transforming features of its smartphone portfolio by
integrating AI and AR innovations. Its R&D targets to enhance iCloud software platform for
the delivery of digital content and applications and allow customers to discover, download
or stream digital content, iOS, Mac, Apple Watch and Apple TV applications.
◼ Apple is one of the only company offering complete portfolio of smart devices for the
customers. Additionally, the all of its products are well established in the market. Recently in
January 2020, the Smart watch company of its, is now in a Fortune 150 company list.
◼ The company is focusing on building and expanding its retail and online stores and its
third-party distribution network. Recently, in 2018, the company opened its new retail
stores in Japan and South Korea. The company continues to expand its platform for the
discovery and delivery of digital content and applications through its Digital Content and
Services division.
SAMPLE - SMART WATCH MARKET
 KEY VENDOR PROFILES

APPLE INC - SWOT ANALYSIS

STRENGTHS
◼ Strong R&D capabilities and robust and extensive
distribution channels have aided the company to develop a
strong global brand image.
◼ Apple practices both direct and indirect distribution channels
to effectively reach its customers in the consumer, small and
mid-sized business, and education, enterprise, and
government markets. The company sells its products and
resells third-party products in most of its major markets
WEAKNESSES
◼ The company is subjected to multiple patent related legal
proceedings. For instance, a Chinese court imposed a ban on
the sale of various Apple iPhone models in China for infringing
two patents of Qualcomm Inc. Such instanced impacts the
brand reputation as well as direct impact on the revenue.

S W
directly to consumers and small-and mid-sized businesses
through its retail and online stores and direct sales force.

O T
OPPORTUNITIES
◼ Through investments in HealthTech, the company primarily
targets to deliver consumer understanding of health and
transforming expectations of the marketplace, enable a
predictive personalized, preventive health and engagement
ecosystem. In November 2018, it collaborated with Stanford
Medicine to launch Apple Heart study to determine the use of
optical sensor by mobile app for analyzing pulse rate and
identify atrial fibrillation.
THREATS
◼ The company operates in regions and markets that are highly
competitive and subject to rapid technological changes, failing in
which may pose a threat to the company.
◼ The company generally raises prices on goods and services sold
outside the United States. Hence, currency fluctuation may affect
demand. The ongoing traded war between China and the United
States is also impacting the established supply chain from China
to US.

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 KEY VENDOR PROFILES

APPLE INC – RECENT DEVELOPMENTS

M Merger and Acquisition I Product Innovation E Expansion P Partnership

The ECG app on Apple Watch Series 4, became available in

Hong Kong and 19 European countries, including France,
Germany, Italy, Spain and the United Kingdom. Part of the
free watchOS 5.2 software update, the ECG app can Apple announced three unprecedented medical studies, in
capture heart rhythm on demand in a moment when users partnership with leading academic and research institutions,
experience symptoms such as a rapid or skipped that will reach more participants than has ever been possible.
heartbeat and help provide clinically important data to Apple is also expected to examine and research in the field of
JUN 2019 Hearing, Women’s health, and Mobility & Heart health sector.
physicians.

E P
MAR 2019 Apple announced the establishment of the first design SEPT 2019
development accelerator in China specifically to support
iOS, iPadOS, watchOS, macOS, and tvOS app developers.
The Apple Design Development Accelerator will open in
Shanghai, providing professional training and resources
for app design and development to thousands of
developers in Greater China.

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 RESEARCH METHODOLOGY

■ Mordor Intelligence (MI) advocates an appropriate mix of secondary and primary research, to meet the clients’ objectives.

■ MI translates market insights (market dynamics, competition, varying consumer demands, and regulations) into actionable business insights.

■ The following phases are practiced at Mordor, for efficient delivery of various syndicated and consulting assignments:

STEP 1 STEP 2 STEP 3

SCOPING/PROJECT INITIATION MARKET ANALYSIS PROJECT DELIVERY

Decipher client requirements/market to be

Extensive desk research to identify the most relevant secondary information available
studied

Tailor-made research approach for

Contact Mordor’s empaneled experts and identify industry experts across the market
customized reports

Effective use of Mordor’s knowledge

Conduct primaries and surveys to gather qualitative and quantitative insights
repository to gather relevant insights

Confirm the objectives of the assignment with

Triangulate and analyze data, to finalize the actionable business insights
the client

Finalize the report’s contents and Report delivery with high-quality market insights, competitive landscape, etc.,
establish a deliverable format as per the proposed contents

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 RESEARCH PHASES EXPLAINED

SECONDARY RESEARCH PRIMARY RESEARCH

This phase involves a thorough synthesis of the existing publications across the
web, to gather meaningful insights on the current situation of the market,
technological developments, and any other market-related information. The
sources include, but are not limited to:
◼ Journals, and publications.
◼ Industry and government websites for blogs, magazines, and other
publications.
◼ Conference proceedings and association publications.
◼ Investor presentations, technical brochures, annual reports, press releases,
transcripts of key personnel interviews, and other strategic publications by
several competitors in the market.
◼ Product information, including technical specifications, approvals, patents,
etc.
◼ Paid sources (Factiva, Hoovers, Bloomberg, etc.).
◼ At Mordor, we pool in industry experts across the value chain, to gather first-
hand insights on the market studied. In addition, knowledgeable industry
veterans or retired experts, consultants, and freelancers are a call away, to
collaborate with Mordor on any assignment that requires real-time industry
insights.
◼ We are also equipped to conduct market surveys, to gather qualitative insights
and the opinions of individuals related to the industry.
▪ Primary research is used both to validate the data points obtained from
secondary research and to fill the data gaps after secondary research. Data
gathered during the primary research phase are useful to arrive at critical
insights, both qualitative and quantitative; these insights can be used to
ascertain the following:
• Critical market dynamics (drivers, restraints, future, and regulations) and
their impact.
• Market distribution across various segments.
MODES OF PRIMARY RESEARCH

•and Others
Telephonic Email Chat Virtual
Surveys
Interviews Interviews Interviews Council

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 RESEARCH PHASES EXPLAINED

DATA TRIANGULATION AND INSIGHT GENERATION

◼ Based on the factors (both endogenous and exogenous in nature) identified and collected during the secondary and primary phases, our in-house subject matter
experts transform the quantitative data extracted and use them to infer critical insights.
◼ The market-size estimations are carried out through the ‘bottom-up’ and ‘top-down’ approaches.
◼ Our top-down and bottom-up approaches are integrated into our ‘in-house model sheets’, which are used to generate the market estimates and growth rates
(depending on the historical trends of the respective markets, along with various factors, such as drivers, restraints, and recent developments in the market) of the
product segment, in the respective country.

It is a process of combining the outcomes from different sources, to increase

the validity and reliability of the results. This process also helps to strengthen
DATA conclusions about the findings and to reduce the risk of false interpretations.
TRIANGULATION The insights obtained from both secondary and primary research are analyzed
and validated by the process of data triangulation, to arrive at closer estimates.

An econometric model is a simplified representation of a real-world process.

ECONOMETRIC Here, the tools of econometric theory are used to analyze and forecast
MODELING economic phenomenon, and to solve unknown quantities, such as forecast
demand, supply, investment, production, consumption, etc.

REPORT After the data is curated, analysts write the report. From the data and
WRITING forecast, insights are drawn to visualize the entire ecosystem in a single
report.

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 FOR MORE INFORMATION,
PLEASE CONTACT
5th Floor, Brigade Towers, Financial District,
+1 617-765-2493
Gachibowli, Hyderabad - 500032, India

info@mordorintelligence.com www.mordorintelligence.com

Industry Reports | Consulting | Intelligence Center

+1 617 765 2493 | info@mordorintelligence.com | www.mordorintelligence.com

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