The Personal Media Player (PMP) market, encompassing both video and MP3 players, had a tough year in 2009. IMS Research  estimates that worldwide shipments will amount to 194 million units, down 11% from 2008. Despite the difficult year, video PMPs (sometimes referred to MP4 players) are estimated to reach 94 million units shipped in 2009. The video PMP segment is forecast to continue growing over the next five years, yet the overall market will plateau and start to decrease due the proliferation of competing devices, especially multimedia phones and smartphones.

Author of the IMS Research study The World Market for PMPs: Ecosystem, Services and Competing Products, Anna Hunt, states, “The PMP market has seen some dynamic changes over the last couple of years. As Apple continues to grow its share of the global market, major suppliers such as Panasonic and Toshiba have exited the market, and additional consolidation is likely over the next couple of years.” The PMP study provides detailed share analysis, reporting that Apple’s share of the global PMP market is expected to reach 30% of total units shipping in 2009, and its share of the video PMP segment will be much more significant. Hunt adds, ”Despite Apple’s success, suppliers like Sony, Microsoft and others are aggressively (and successfully) targeting major markets. Furthermore, the PMP market is still quite fragmented in areas such as BRIC and Eastern Europe, where indigenous brands as well as white box products account for significant volumes. The next few years will be quite interesting to watch as growth in the global market plateaus.”

Most PMP suppliers release new models each year, and some clear design trends and features sets are expected in upcoming 2010 PMPs. These include:

• Touch interface, improved display technologies and more OLED models
• Connectivity, especially Wi-Fi and Bluetooth as well as some 3G
• Support for applications and new services