Now Available: In-Car Entertainment in Denmark

Competition from smartphones continued to have a negative impact on in-car navigation volume sales. A newspaper article published by Politiken in June 2014, recommends that Danish consumers use old smartphones as a substitute product for in-car navigation. According to the article, this offers a practical solution for consumers who do not know what to do with old smartphone models and negates the need to place and install current smartphones in car holders every time they need navigational help when driving. This is possible as maps can be stored on smartphones without the need for internet access and connectivity. Applications that allow this include Sygic for the Android and iOS operating systems.

Competitive Landscape

TomTom International BV led in-car navigation with retail volume share of 55% in 2015. This represents an increase of 10 percentage points on 2014 recordings. It was also the best performer in terms of volume share gain in 2014. There were a number of factors behind TomTom’s leadership position, the most pressing being the company’s product range and depth, and its greater availability and distribution in comparison to competing brands. For instance, of the 22 in-car navigation models listed for sale by the leading electronics and appliance specialist retailer Elgiganten in June 2015, 16 of these models were TomTom products. This was also apparent from a review of the online catalogue of the Expert retailer. 13 of the 19 listed in-car navigation models by Expert in June 2015 were TomTom products.

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Industry Prospects

The switch from FM to digital radio is a current topic of debate but without a clear end in sight. The Danish government was due to make a decision on this matter in the spring of 2015 but postponed this decision indefinitely with reference to the considerable costs this proposed switch entails and the need for expert advice to make the correct decision on the future of radio broadcasting. This is somewhat infuriating for consumer electronics in Denmark given those manufacturers, retailers and other interest players cannot adequately advise and market their product offerings to the future needs of consumers. The possible impact a switch to digital could have on consumer electronics is offered by the neighbouring Norwegian market. Norway will switch from FM to digital in 2017, a decision that has had an explosive pronounced impact on DAB radio sales, including DAB car radio sales, throughout the review period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the In-Car Entertainment industry in Denmark with research from Euromonitor's team of in-country analysts.

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