Extract 4 Rapid Commoditisation and Pricing Deterioration in Consumer Electronics Industry The consumer electronics category of products includes smartphones, computers, televisions, video game consoles, automotive technology, and many other home products as well as emerging product categories such as wearable and 3D printers. It is a rapidly changing, dynamic industry that is highly competitive and influenced by technological developments. Manufacturers are under enormous pressure to bring unique and differentiated products to market. Any successful product quickly attracts copycat products from competitors, resulting in rapid commoditisation and falling prices. From a distribution perspective, online retailing has been a major trend and has become much more prevalent within the industry. With the rise of the smartphone, comparison shopping applications and access to direct retailer sites, pricing has also become much more transparent and comparison shopping much easier. Although the