Demand for Rear-Projection Digital TVs Drives Explosive Growth of Microdisplays
Microdisplay big screen TV sales have the potential to explode to 22M units in 2008 from under 1M in 2003, according to a new study by the McLaughlin Consulting Group (MCG).
Microdisplay-based rear-projection TVs (MD RPTVs) have distinct competitive advantages in specific technology battlegrounds. By leveraging these competitive advantages, MD RPTV makers can achieve significant gains in market share by not only displacing CRT RPTV, but by convincing consumers that bigger is better than flatter. The MCG forecasting approach provides a detailed and insightful analysis on five screen size segments including the competitive free-for-all of the 36-46 inch segment as well as the larger screen size segments (greater than 46 inches) where CRT RPTV has dominated. The approach first looks at two scenarios for total sales by screen size for all technologies and then looks within each size segment battleground.
For a more detailed look at a typical battleground analysis, see: www.mcgweb.com/reports/he2004/battleground.htm.
For an overview of the report with sample graphics, see: www.mcgweb.com/reports/he2004/overview.htm.
The key technology force driving this phenomenon is the sustained performance improvements and price reduction of microdisplays and related components used to make MD RPTVs.
"Both consumer demand and supply side push are at work here," reports Steve Marsland, MCG principal researcher and author of the newly released report series by MCG. "We see the growth of MD RPTV to 11M systems in 2008 as a cinch. The real surprise of our analysis is the likelihood that sales could be twice that level if consumer preferences continue to shift toward larger TVs and sustain the patterns of the recent past. Further, major branders are jumping on the MD RPTV bandwagon, supported by aggressive marketing up and down the supply chain."
Included in the report are profiles of all US branders of big screen TVs. Individually the profiles show the increasing importance of RPTV for the major branders and collectively they show the growing momentum. To see a sample profile for Sony go to: www.mcgweb.com/reports/he2004/sonyprofile.htm.
"We have been tracking microdisplay sales for nearly a decade and we are certainly at an inflection point in the market," says Chuck McLaughlin of MCG, editor of the report. "The two dominant microdisplay suppliers, Texas Instruments and Seiko Epson, are both in high gear to support the market with their DLPT and 3LCDT solutions. And despite recent announcements by Intel and Philips, we still see a role for LCOS here at the high performance end of the market. Just look at what JVC and Sony are up to."
This year's MCG report package consists of the annual microdisplay forecast update plus two additional forecast and analysis reports focused on specific microdisplay opportunities. The home entertainment focus report takes a comprehensive look at the MD projection TV opportunity. Another focus report deals with personal displays (headsets). For more information see www.mcgweb.com/reports.htm.
The home entertainment study, Home Entertainment: Opportunity Analysis and Forecast 2004, analyzes the overall market demand for greater than 30" TVs for all technologies -- LCD, PDP, CRT, RP CRT, MD RPTV and front projection. The study drills down into demand for microdisplays by technology (LCOS, HTPS and DMD) and definition. Two separate scenarios are comprehensively evaluated -- an Optimistic Case where "bigger is better" that leads to 22M units of MD RPTV sales in 2008, and a Conservative Case where "flatter is better" that results in 11M units. Key performance and price hurdles for MD RPTV as well as costs, and retail and manufacturer margins, are evaluated. LCOS, HTPS and DMD technologies are analyzed for their competitive strengths and weaknesses and relative positioning in MD RPTV product lines.
While the annual update "Microdisplay Forecast Report 2004" is dominated by the home entertainment market demand, the presentation, viewfinder, and personal display markets remain important opportunities. Total sales for all microdisplay applications could top $6B in 2008, up from $1.2B in 2003 should RPTV hit the optimistic levels.
Details on all the newly released reports are available at the MCG website at www.mcgweb.com/reports.htm. To order reports go to www.mcgweb.com/order.htm. For more information about the report call or email Steve Marsland at: 650-588-7558, stevemarsland@mcgweb.com
Source: press release
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