The technology industry prepares for the most decisive moment of the year: the Christmas campaign. An era in which consumer electronics companies are played between 30% and 35% of annual income and the ICT industry as a whole by 15% and 20% of its global turnover linked to consumption ( as PC City in video games may be up to 40% of the annual business). And this year, if possible, the development of holiday shopping can be the key to save the accounts of one of the most complicated exercises in recent times because of crisis and the effect that increasing number of unemployed could have on consumption.

Sebastian Pascual, head of Sales and Marketing Techdata, wants to be optimistic and claims that “in early December, has been noticed much movement.” His company has found a great interest of the stores to have full shelves. The manager says it will be a campaign of many promotions “that” will be also very visible to users.

Optiz CEO, Rafael Mira, warns that after the paralysis experienced between July and September, the sector has recovered activity in October and November. The executive believes that it will accentuate price wars because companies need to bulk up. “The end of the year is approaching and must meet goals,” said the manager, who adds that products like televisions have seen price declines of 70% in three years. Something else has happened in laptops, which have restructured their bid to reach the general public at affordable prices.

Timothy Manuel, Doctortrade CEO, believes that people spend more on Christmas than it is assumed, and “two, three or four gifts that makes at least one is electronic. For its part, PC City sources indicate that the trend “to be a rebound in consumption, as every year, but with the difference that this will be for a period of time much smaller and can even fit into some three weeks .

The star products

The companies agree that the TVs will escape the crisis resulting from the technological renovation of analogue switch. “There are flat TVs at very affordable prices and people are buying different formats, as for the secondary classroom or other rooms,” says Pascual. In this line, a Media Markt stand LED screens, and recalls that at a World Cup year and will be 2010; many users will use to change the TV.

In PC netbooks City believe that they will live the year of his confirmation as a “gift star, since it involves making available to all computers from just 249 euros. Tim also points to smartphones, led by the Apple iPhone as another “king” of Christmas. And is that both portable and smartphones are exploding thanks to the growth plans for broadband operators, which are flat rates are becoming a driving force.

Another gadget that more than one included in his letter to Santa Claus are kings or storage products, which are gaining ground in as users increasingly save photos, music and video. “The customer can buy a terabyte hard drives under 100 euros,” says Timothy.

Watch matches the English Court stating that the ebook also excelled. “There are more offers subscriptions to newspapers and books for these devices,” says the executive. Although, Pascual believes that “Christmas will be the first eBook” because brands have not yet come into Spain and publishers are positioning yet.