"IT consumer market growth in the major countries of Western Europe has been positive in 2004, at around 17%. This figure however falls short of both expectations and potential. In comparison, only a few kilometres away, Central & Eastern Europe has consistently and markedly over-performed. With minimum market growth levels in excess of 20%, it is time to reconsider how we perceive these countries.

With a combined market population of more than 100 millions consumers, and importantly, an infrastructure now being woven into the fabric of the EU, this region, from the Balkans to the Baltic States, should account for more than just a passing thought.

Case in point is the Czech Republic, with the same population as Belgium, the Czech market weighs in at 200 000 consumer PCs, more than 100 000 printers sold through retail channels, and around 1.9 millions mobile phones, roughly 50% of the comparable Belgium markets sizes.

At the same level of expenditure, ITC consumer sales in the Czech Republic should therefore be expected to double in the short term!

To take a look at the potential and quantify it, lets take television sets sales as a benchmark: Czech and Slovak sales combined are 10 % higher than in neighbouring Austria and Hungarian sales are the same size as in Belgium - each market with around half a million sets sold. Comparing these figures to the current level of IT consumer products purchased, these markets make an exceptionally interesting prospect.

The Western European retail chain-stores have been quick to understand this and have long since rushed into these countries to open operations. These retail chains (along with many strong local home-grown retail operations) are now established, have the momentum of EU integration behind them and are now set to capitalize on the potential so long in prognosis for this region.

With strong and established retailer brands, a more accessible regional market place and 100 million hungry consumers retailing in CEE is now coming of age."