There are different assumptions regarding the potential of USB cable (without innovate technologies and eco-component) industry and its development potential. Although, all forecasts agree that there will be not only stable but also a fast growth. For instance, according to IHS Markit Technology the global profit from the sales of only Type-C cable and its annual growth rate is projected at 30% that translates to 1.2 billion USD in 2021.
Georgian market is flooded by cell phones and therefore USB cable users. According to the National Statistics Bureau (GeoStat) in 2019 the share of population above 6 years that owns a cell phone is 84.8%, which in numbers are 3,153,203 users across the country and 993,074 in Tbilisi. If we assume that annual demand of USB cable is around 20% of the cell phone users (according to TENE survey ), this is approximately 630,000 sold cables only in Georgia.
Although there are many sellers of the USB cables but existing stable but growing demand on USB cables provides for the profitability of the USB cable business.
The USB charging cables largely available at low/mid price range market do not provide for durability and over a year usage time. The cables chip, break, tangle and easily get damaged. In addition, average customer rarely has cable customization (color, length, design) opportunity. There is a need and demand for a durable, reliable charging cables, customization of which (length, color, design) is an added value and bonus for a customer. Customers;’ approach to the selection of the charging cable is also changing, instead of blindly opting for X cable because of the price or design, increasingly more customers are trying to verify reliability of the cables and ensure that the cable will not damage the smartphone batteries.
TENE cables are specifically tailored for such customers; the cables will not only maintain and extend battery life and provide for the longer usage of the cellphones but also allow customers to purchase its standard or customized model, meeting their needs and likes.
As to market entry barriers, the barriers are low at the local market, in addition Tene parent company Ginventor already sells charging cables on the local market (currently produced in China), has achieved a certain degree of market penetration and brand awareness. By launching TENE and migrating cable production/assembly to Georgia cable production-transportation costs will be decreased by half, the change that will resonate in cable sale price and its competitive advantage.
USB cable market is represented by 6 basic types of USB cables and their users respectively. Of these, the target market for TENE are the users of the 3 types of USB cables (representing the current and future standards of the industry) – micro, lightning (for IOS) and Type-C cables, compatible with the new models of the smartphones and other gadgets. As the analysts of the gadget industry predict, these 3 types of USB cables and especially Type-C will remain the industry standards and their market penetration share will increase even more. By selectiong these 3 types of cables, TENE will potentially be able to meet the demand of the users of the lead smartphone brands, including iPhone, Samsung, HTC, Blackberry, Sony, Nokia, LG, and Motorola.
The USB cables could potentially be replaced by wireless devices; however, for this their slow connection problem has to be tackled first, which is quite unlikely in the nearest future.
This was the description of the global market. As far as the Georgian market is concerned, it is a part of the global market and mirrors tendencies of the former and based on the fact that there is no Georgian production of the USB cable, is entirely represented by imported goods.