
Over the past decade, significant demand for portable data-enabled devices has emerged across the globe. A revolution in this regard was the launch of affordable smartphones and other handheld devices during the past few years. Following recession, consumers in developed markets have become price-conscious and favor the online channel for better price deals and savings. The channel has significantly increased its penetration in the category and has become the second largest channel behind specialist retailers. In order to remain competitive, specialist retailers are integrating their offline and online platforms to provide an omni-channel shopping experience. Emerging markets, such as India and China, are key growth drivers, producing high demand driven by rising spending power across the thriving middle-class population.