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Extended Warranties and Insurance for Mobile and Non-Mobile Consumer Products in Turkey is about the market for extended warranties and insurance sold in conjunction with white goods, brown goods, grey goods, mobile gadgets and mobile phones in Turkey.

The study draws on extensive primary and secondary research covering 98 organisations involved in the production and distribution of mobile and non-mobile consumer products including manufacturers, mainstream mobile network operators, mobile virtual network operators (MVNOs), specialised retailers of consumer electronics, supermarkets and other types of retailer (namely, department stores, DIY outlets, speciality retailers and variety retailers). Hence, it provides a comprehensive overview of this activity across Turkey.

Table Of Contents

Extended Warranties and Insurance for Mobile and Non-Mobile Consumer Products in Turkey
TABLE OF CONTENTS
0.0 EXECUTIVE SUMMARY ... 1
1.0 INTRODUCTION 3
What is this report about? .. 3
Rationale . 3
Evolving distribution channels both favour and compromise extended warranty provision ... 3
Methodology ... 4
Manufacturer and retailer survey ... 4
The survey's scope covers 98 manufacturers and retailers of mobile and non-mobile consumer products . 4
Market data . 4
Distribution channels for retailers ... 5
Definitions ... 6
Extended warranties and insurance .. 6
Extended warranties and insurance linked to consumer products come in a variety of formats… 6
…and are frequently marketed to consumers under alternative titles . 6
Premiums and other revenues ... 6
Operating models ... 7
Weighted shares . 7
PartnerBASEâ„¢ and market data annexe . 7
Finaccord 8
2.0 WHITE GOODS .. 9
Introduction . 9
Underlying market value and volume.. 10
The value of the Turkish white goods market advanced by more than 25% between 2009 and 2013 ... 10
Manufacturers' original warranty length and consumer law... 11
Three-year factory warranties are commonly on offer from manufacturers of white goods… . 11
Manufacturer schemes for extended warranties and insurance ... 12
… and a significant number are also able to extend these for one or more additional years… ... 12
… with almost all of these schemes managed on an internal basis .. 12
Retailer schemes for extended warranties and insurance . 14
Extended warranties are on offer from nine out of 25 retail chains selling white goods ... 14
Cepkask and ServisPlus are two of the specialist companies operating in this field… 15
… although several multi-line insurers are also active in it… . 15
… the most prominent of which by weighted share of partnerships is AIG ... 15
Risk coverage of all schemes for extended warranties and insurance . 17
Cover is usually limited to protection in the event of technical breakdown 17
Independent distribution channels .. 17
Market value for extended warranties and insurance 18
Market forecasts to 2017 . 19
Consumers are likely to be spending an additional TRY 1.25 billion more on white goods by 2017… ... 19
...which is one factor that will help drive up the value of the associated extended warranty market 20
3.0 BROWN GOODS.. 21
Introduction ... 21
Underlying market value and volume.. 22
Well over 8 million products classifiable as brown goods were sold in Turkey in 2013 22
Manufacturers' original warranty length and consumer law... 23
Two-year original warranties represent the mode among manufacturers of brown goods in Turkey .. 23

Manufacturer schemes for extended warranties and insurance ... 24
Both Sony and Toshiba have introduced extended warranty programs for their brown goods ... 24
Retailer schemes for extended warranties and insurance . 26
Many more retailers than manufacturers provide extended warranties for brown goods... .. 26
...with a combination of different operating models used for this purpose . 26
Risk coverage of all schemes for extended warranties and insurance . 28
Cover for accidental damage is available in a minority of cases ... 28
Independent distribution channels .. 28
One company provides an independent option for brown goods cover 28
Market value for extended warranties and insurance 29
Market forecasts to 2017 . 30
Between 2013 and 2017, Turkey's brown goods market will rise in value by nearly TRY 1 billion… .. 30
…which should also result in a quite significant rise in the related market for extended warranties 31
4.0 GREY GOODS .. 32
Introduction ... 32
Underlying market value and volume.. 33
As elsewhere in the world, the Turkish grey goods market is experiencing a structural decline .. 33
Manufacturers' original warranty length and consumer law... 34
With a few exceptions, the preference of manufacturers is to offer a two-year original guarantee… .. 34
Manufacturer schemes for extended warranties and insurance ... 35
… and comparatively few provide extended warranties 35
Retailer schemes for extended warranties and insurance . 37
One retail brand enhances its internally-managed extended warranty with externally-sourced cover for theft ... 37
Among internally-managed schemes, that of Media Markt is likely to generate the most value .. 37
Risk coverage of all schemes for extended warranties and insurance . 39
Six out of 12 programs include cover for accidental damage 39
Independent distribution channels .. 39
Consumers can also buy cover directly from Cepkask .. 39
Market value for extended warranties and insurance 40
Market forecasts to 2017 . 41
Between 2013 and 2017, the Turkish grey goods market will contract further… . 41
… causing a further reduction in the value of the associated extended warranty market 42
5.0 MOBILE GADGETS . 43
Introduction ... 43
Underlying market value and volume.. 44
The value of the Turkish mobile gadget market increased by almost a quarter between 2009 and 2013 .. 44
Manufacturers' original warranty length and consumer law... 45
The guarantee implied by Turkish law is reflected in the length of manufacturers' factory warranties… . 45
Manufacturer schemes for extended warranties and insurance ... 46
… and relatively few manufacturers offer an option for extending these... 46
Retailer schemes for extended warranties and insurance . 48
The duo of Cepkask and Ege Sigorta picks up a total of four retailer mandates in this field… 48
... although it is ranked only sixth in the weighted analysis of partnerships ... 48
Risk coverage of all schemes for mobile gadget insurance .. 50
Just under a half of the total number of schemes cover accidental damage or theft 50
Independent distribution channels .. 50
Mobile gadget cover is available from one independent provider.. 50
Market value for extended warranties and insurance 51
Market forecasts to 2017 . 53
There will be further strong growth in the underlying market for mobile gadgets in Turkey… .. 53
… causing dynamics in the extended warranty market to be different from those in many other countries 54
6.0 MOBILE PHONES 55
Introduction ... 55

Underlying market volumes . 56
Turkish mobile phone subscriptions have advanced very strongly but there is still scope for more growth… 56
… as less than three quarters of the total population actually owns a handset 57
Manufacturers' original warranty length and consumer law... 58
LG deviates from the norm by offering a three-year original warranty .. 58
Manufacturer schemes for mobile phone insurance .. 58
Retailer schemes for mobile phone insurance ... 59
11 mobile phone retailers in Turkey offer some form of extended protection... 59
… but none of the country's mobile network operators .. 59
Risk coverage of all schemes for mobile phone insurance ... 61
Cover for accidental damage and theft is quite widespread but fraudulent calls and loss are never insured .. 61
Independent distribution channels .. 61
Cepkask markets mobile phone service packs directly to consumers .. 61
Market value for mobile phone insurance ... 62
Market forecasts to 2017 . 63
Subscriptions per capita are likely to reach 1.00 by 2017 but will not stop there .. 63
The penetration rate will be relatively low as a consequence of Turkey's relatively young population 64
The market for mobile phone cover will grow with or without the participation of mobile network operators ... 65
LIST OF GRAPHICS / TABLES
0.0 EXECUTIVE SUMMARY ... 1
Approximate market value for extended warranties and insurance linked to mobile and non-mobile consumer products in Turkey, 2009, 2013 and 2017 (forecast) .. 2
Approximate market value for extended warranties and insurance linked to mobile and non-mobile consumer products in Turkey, 2009, 2013 and 2017 (forecast) (table) .. 2
1.0 INTRODUCTION 3
Organisations researched in Turkey, segmented by type, 2014 . 4
Retailers researched in Turkey segmented by distribution channel, 2014 . 5
2.0 WHITE GOODS .. 9
Value and volume of sales of white goods in Turkey, 2009 and 2013 .. 10
Comparative length of original warranties offered by manufacturers of white goods in Turkey, 2014 11
Manufacturer schemes for extended warranties and insurance linked to white goods in Turkey: provision rates and operating models, 2014 ... 12
Manufacturer schemes for extended warranties and insurance linked to white goods in Turkey: unweighted and weighted provider share of partnerships, 2014 ... 13
Retailer schemes for extended warranties and insurance linked to white goods in Turkey: provision rates and operating models, 2014 14
Retailer schemes for extended warranties and insurance linked to white goods in Turkey: unweighted and weighted provider share of partnerships, 2014 .. 16
Risk coverage of all schemes for extended warranties and insurance linked to white goods in Turkey, 2014 .. 17
Approximate market value for extended warranties and insurance linked to white goods in Turkey, 2009 and 2013 ... 18
Value and volume of sales of white goods in Turkey, 2013 and 2017 (forecast) . 19
Approximate market value for extended warranties and insurance linked to white goods in Turkey, 2013 and 2017 (forecast) .. 20
3.0 BROWN GOODS.. 21
Value and volume of sales of brown goods in Turkey, 2009 and 2013 22
Comparative length of original warranties offered by manufacturers of brown goods in Turkey, 2014 .. 23
Manufacturer schemes for extended warranties and insurance linked to brown goods in Turkey: provision rates and operating models, 2014 ... 24
Manufacturer schemes for extended warranties and insurance linked to brown goods in Turkey: unweighted and weighted provider share of partnerships, 2014 ... 25
Retailer schemes for extended warranties and insurance linked to brown goods in Turkey: provision rates and operating models, 2014 26
Retailer schemes for extended warranties and insurance linked to brown goods in Turkey: unweighted and weighted provider share of partnerships, 2014 ... 27
Risk coverage of all schemes for extended warranties and insurance linked to brown goods in Turkey, 2014 .. 28
Approximate market value for extended warranties and insurance linked to brown goods in Turkey, 2009 and 2013 ... 29
Value and volume of sales of brown goods in Turkey, 2013 and 2017 (forecast) ... 30
Approximate market value for extended warranties and insurance linked to brown goods in Turkey, 2013 and 2017 (forecast) .. 31
4.0 GREY GOODS .. 32
Value and volume of sales of grey goods in Turkey, 2009 and 2013 ... 33
Comparative length of original warranties offered by manufacturers of grey goods in Turkey, 2014 . 34
Manufacturer schemes for extended warranties and insurance linked to grey goods in Turkey: provision rates and operating models, 2014 ... 35

Manufacturer schemes for extended warranties and insurance linked to grey goods in Turkey: unweighted and weighted provider share of partnerships, 2014 ... 36
Retailer schemes for extended warranties and insurance linked to grey goods in Turkey: provision rates and operating models, 2014 37
Retailer schemes for extended warranties and insurance linked to grey goods in Turkey: unweighted and weighted provider share of partnerships, 2014 .. 38
Risk coverage of all schemes for extended warranties and insurance linked to grey goods in Turkey, 2014 ... 39
Approximate market value for extended warranties and insurance linked to grey goods in Turkey, 2009 and 2013 ... 40
Value and volume of sales of grey goods in Turkey, 2013 and 2017 (forecast) .. 41
Approximate market value for extended warranties and insurance linked to grey goods in Turkey, 2013 and 2017 (forecast) .. 42
5.0 MOBILE GADGETS . 43
Value and volume of sales of mobile gadgets in Turkey, 2009 and 2013 44
Comparative length of original warranties offered by manufacturers of mobile gadgets in Turkey, 2014 .. 45
Manufacturer schemes for extended warranties and insurance linked to mobile gadgets in Turkey: provision rates and operating models, 2014 ... 46
Manufacturer schemes for extended warranties and insurance linked to mobile gadgets in Turkey: unweighted and weighted provider share of partnerships, 2014 ... 47
Retailer schemes for extended warranties and insurance linked to mobile gadgets in Turkey: provision rates and operating models, 2014 ... 48
Retailer schemes for extended warranties and insurance linked to mobile gadgets in Turkey: unweighted and weighted provider share of partnerships, 2014 ... 49
Risk coverage of all schemes for extended warranties and insurance linked to mobile gadgets in Turkey, 2014 .. 50
Approximate market value for extended warranties and insurance linked to mobile gadgets in Turkey, 2009 and 2013 . 52
Value and volume of sales of mobile gadgets in Turkey, 2013 and 2017 (forecast) ... 53
Approximate market value for extended warranties and insurance linked to mobile gadgets in Turkey, 2013 and 2017 (forecast) . 54
6.0 MOBILE PHONES 55
Volume of mobile phone subscriptions and subscriptions per capita in Turkey, 2009 and 2013 56
Number of individuals owning a mobile phone in Turkey and their weighting within the total population, 2009 and 2013 . 57
Comparative length of original warranties offered by manufacturers of mobile phones in Turkey, 2014 ... 58
Retailer schemes for extended warranties and insurance linked to mobile phones in Turkey: provision rates and operating models, 2014 ... 59
Retailer schemes for extended warranties and insurance linked to mobile phones in Turkey: unweighted and weighted provider share of partnerships, 2014 ... 60
Risk coverage of all schemes for extended warranties and insurance linked to mobile phones in Turkey, 2014 .. 61
Approximate market value and policies in force for extended warranties and insurance linked to mobile phones in Turkey, 2009 and 2013... 62
Volume of mobile phone subscriptions and subscriptions per capita in Turkey, 2013 and 2017 (forecast) ... 63
Number of individuals owning a mobile phone in Turkey and their weighting within the total population, 2013 and 2017 (forecast) . 64
Forecast market value and policies in force for extended warranties and insurance linked to mobile phones in Turkey, 2013 and 2017... 65

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