iSuppli Ups the Ante

iSuppli is on to something, and it’s about time.

The research firm today distributed its estimates for the smartphone market in 2009. But instead of forecasting a single number, the company provided a range based on the best- (new options compel new purchases) and worst-case (customers sit on their wallets) scenarios.

This is a much wiser, useful way to approach forecasting. Whereas some may call it a copout — by providing a range, iSuppli gives itself a greater chance of being “right” — I see it as a long overdue move into what is standard practice elsewhere. Indeed, providing a range is a method many researchers in other fields use to describe what might actually happen.

The next step would be to offer probabilities for the different scenarios; in other words, 50% of the time, sales will be up by X%; 75% of the time, sales will be up by Y%, and so on. But I’ll settle for other research firms picking up on what iSuppli has started. Kudos!

This entry was posted in Hot Wires and tagged , , , , by Mike. Bookmark the permalink.

About Mike

Mike Buetow is president of the Printed Circuit Engineering Association ( He previously was editor-in-chief of Circuits Assembly magazine, the leading publication for electronics manufacturing, and PCD&F, the leading publication for printed circuit design and fabrication. He spent 21 years as vice president and editorial director of UP Media Group, for which he oversaw all editorial and production aspects. He has more than 30 years' experience in the electronics industry, including six years at IPC, an electronics trade association, at which he was a technical projects manager and communications director. He has also held editorial positions at SMT Magazine, community newspapers and in book publishing. He is a graduate of the University of Illinois. Follow Mike on Twitter: @mikebuetow