NORWAY Consumer Electronics Market Sales, prognoses and trends Audio/video, multimedia, photo, mobile phones and PCs 2011 Februay 2012

Pub. Affairs Man. Erik Andersen Feb Total sales 2011 consumer electronics and home appliances Consumer sales value incl. Taxes in NOK Not included: the sale of game consoles, web boards/tablets, PC software, accessories, service parts, storage media, music, video, game software. In brackets difference value from 2010 to Audio/video prod. Included photo mill. NOK (- 18,1%) Home appliance products mill. NOK (+ 7,4%) Concumer market PCs mill. NOK (- 5,5%) Mobile phones (market value ex subcidising) mill. NOK (- 5,7%) DECT phones 112 mill. NOK (-13,8%) Total mill. NOK (- 5,4%)

Pub. Affairs Man. Erik Andersen Feb Important for 2011 Less total decrease than expected Big decrease in the total sale of audio and video Small increase in total sale of electrical household appliances Lower total value for mobile phones and PCs Heavy growing share for 3D, IPTV and IDTV Large LED share for LCD TV sets Increasing sale for Blu-ray and home cinema systems Increasing share of smart phones Heavy growth for digital receivers Large sale of tablets

Pub. Affairs Man. Erik Andersen Feb TV sales in 2011 Total sale sets. Total value mill. NOK. Sales decrease 12,3 % in volume, 22,3 % in value from % 3DTV (3 % in 2010) units 86 % with LCD screen (83 % in 2010) Approx. 60 % of the LCD TV sets with LED Plasma share 14 % (17 % in 2010) Total accumulated sale 3,64 mill. flat screen sets Approx 4,6 mill. TV sets is in use in Norwegian homes by the end of 2011

Pub. Affairs Man. Erik Andersen Feb Digital video and camcorders 2011 Total sale units DVD and Blu-ray, increase 1 % from 2010 Increasing share of Blu-ray players (BD): units, 48 % growth from 2010 BD volume share 51% In addition to this volume is all sale of DVD and BD players in game consoles and PCs Heavy decrease in total sale of camcorders: pcs (- 28 % from 2010) All volume is HD or full HD 3D camcorders introduced in the marked Photo cameras and mobile phones compete even stronger as video recording units

Pub. Affairs Man. Erik Andersen Feb Still pictures cameras 2011 Total sale units, decreasing 18,8 % from 2010 The split in 2011: compact cameras, decreasing 24 % from SLR, slightly decreasing from compact system cameras, less growth than expected separate lens units, growth 14,5 % from 2010 The sale of still picture cameras to Norwegian consumers is among the highest in the world, measured per capita

Pub. Affairs Man. Erik Andersen Feb The market for cameras and prints Nearly 9 out of 10 households have one or more compact cameras There are 2.96 million compact cameras in Norwegian homes 2.1 million compact cameras sold over the last five years, an average of one per household 42 % of Norwegian households have one or more system cameras (SLR) There are1,07 mill. SLR cameras in Norwegian homes Nearly 1,7 bill. pictures taken yearly in Norway Equivalent 362 pictures per capita* Equivalent 80 % of the total number of pictures taken, 2,143 bill. 430 mill. pictures taken with mobile phone cameras, equivalent 91 pictures per capita* 20 % of the total *Gallup survey made for the Foundation Elektronikkbransjen January 2011

Pub. Affairs Man. Erik Andersen Feb Audio/video stationary products 2011 Total sale audio/video systems, slightly up from pcs (27 %) with docking systems Micro systems still the higest sale volume 37 % with DVD or BD (home cinema systems) Still low volume sale of separate Hi-Fi units audio receivers with speakers, slightly down from % of audio receivers with digital tuner Large growth of combined receivers for Wi-Fi, DAB/DAB+ and FM Still high total sale of radio receivers: pcs in 2011

Pub. Affairs Man. Erik Andersen Feb The sale of analog and digital audio receivers Not included receivers in PCs, set-top boxes, mobile phones and mp3s 2004: Total units 2005: Total units 2006: Total units 2007: Total units 2008: Total units 2009: Total units 2010: Total units 2011:Audio/video systems units Separate receivers units Clock radios units Portables/combinations units In-car receivers units Total units

Pub. Affairs Man. Erik Andersen Feb The sale of digital audio receivers 2011 Total units, growth 65 % from 2010 Digital share of total radio receivers: 17 % Most digital receivers is combined with Wi-Fi, DAB/DAB+ and some with FM Wi-Fi is a bigger ”driver” in the marked than DAB Sales splitting 2011: units in audio/video systems units audio receivers with speaker units in-car receivers portable units

Pub. Affairs Man. Erik Andersen Feb The sales development of digital receivers in Norway Up to 2004: approx units 2005: units 2006: units 2007: units 2008: units 2009: units 2010: units 2011: units Accumulated sales by the end of 2011: approx units

Pub. Affairs Man. Erik Andersen Feb Portable audio products 2011 Heavy decrease in the sale of portable audio receivers and combinations, units (decrease 32 %) MP3 sales: units, decrease 8 % from 2010 MP3 functions more and more replaced by mobile phones 48 % of audio receivers and combinations with docking system

Pub. Affairs Man. Erik Andersen Feb Car entertainment 2011 Total sale of combined audio receivers units increasing 7 % from 2010 Still only a few car brands can offer or deliver digital receivers Still little share of cars imported with GPS equipment installed Mobile phones with navigation software compete with in-car GPS systems

Mobile phones 2011 Total units, volume decreasing 10 % from 2010 Total marked value mill. NOK. Measured before operator payback Value decreasing 5,7 % from % share of smart phones growth from 50 % in 2010, expected to grow to 75 % in % 3G phones. Growth from 63 % in G share still increasing Pub. Affairs Man. Erik Andersen Feb

The PC sales 2011* Total sale units excl. servers Insignificant difference from 2010 The split: stationary units portable units Total value of PCs to the consumer market : mill. NOK Decreasing 5,5 % from 2010 * Source: Finansavisen (sales in volume) Pub. Affairs Man. Erik Andersen Feb

Pub. Affairs Man. Erik Andersen Feb Expected trends for total sale 2012 Unchanged or a slight value decreasing for audio, video and mobile phones Value decreasing for the photo market Slight increasing of the value for the home appliance products These facts mearsured together with large sale of different tablet products can indicate that the Norwegian home electronic bransh can experience a slight growth of the value in the coming year