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1、DIGITALPOWERSCONSUMERDURABLESA$23Bnopportunityby2023July2019BostonConsultingGroup(BCG)isaglobalGoogleIndiaPrivateLimited(GoogleIndia)managementconsultingfirmandtheworld’sisawhollyownedsubsidiaryofGoogleLLC.leadingadvisoronbusinessstrategy.WeItisengagedinthebusiness
2、ofmarketing&partnerwithclientsfromtheprivate,public,andsellingadvertisementspaceandrenderingnot-for-profitsectorsinallregionstoidentifyInformationTechnology(IT)andInformationtheirhighest-valueopportunities,addressTechnologyEnabledServices(ITES).theirmostcriticalcha
3、llenges,andtransformtheirenterprises.Ourcustomizedapproachcombinesdeepinsightintothedynamicsofcompaniesandmarketswithclosecollaborationatalllevelsoftheclientorganization.Thisensuresthatourclientsachievesustainablecompetitiveadvantage,buildmorecapableorganizations,a
4、ndsecurelastingresults.Foundedin1963,BCGisaprivatecompanywithofficesinmorethan90citiesin50countries.Formoreinformation,pleasevisitbcg.com.062052DECODINGDECODINGSEIZINGTHEDIGITALDIGITALOPPORTUNITYINFLUENCECONSUMEREXECUTIVESUMMARYTheconsumerdurablesindustryispenetrat
5、ion,fallingsmartphoneexpectedtobecome55%by2023expectedtocontinuethegrowthprices,declineindatatariffs,more•Between2013and2017,numberofmomentumtobecomeUSD36Bnvernacularcontent&salesthrustbydigitallyinfluencedconsumershasby2023onbackofmultiplegrowthecommercecompaniesg
6、rowndisproportionatelyfortierdriversviz.lowproductpenetration,•WeexpectUSD10Bnoutofthe2-3cityconsumers(5X)andwomenrisingdisposableincome,increasingabovetobeonlinesaleconsumers(10X)urbanization,easyaccesstocredit&Government’sthrustonelectrificationDigitalInfluenceva
7、riesbyproductDigitalinfluencevariesbybrandscategories•OfflinemarketsharebybranddoesDecodingDigitalInfluence:•3outof10consumerstodayarenottranslateintosimilarshareforDigitalInfluencewillpowerdigitallyinfluencedforhighaveragedigitallyinfluencedpurchasestodayconsumerd
8、urablessellingprice(ASP)durableslikeDecodingDigitalConsumer:ACs,Televisions,Refrigeratorsand•Wedefineasaleas‘digitallyWashingmachines.1in3buythes
