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DisplaySearch Announces the Immediate Availability of FPD Public Display Strategy Report

Posted on: Tuesday, 14 September 2004, 06:00 CDT

DisplaySearch, the worldwide leader in flat panel display (FPD) market research and consulting, announces the immediate availability of its first FPD Public Display Strategy Report. The first of its kind to explore both the current market and the future market potential for the complementary direct view FPDs, this report is based on both Plasma and large-format LCD technology as one cohesive market segment rather than positioning the two as competing technologies. The report covers the public display market from the supply/demand basis, the competitive landscape of the market and, most importantly to some, explores some potential go-to-market strategies for first time entrants into the category.

According to DisplaySearch Vice President Chris Connery, "The Public Display Strategy Report was developed for two main reasons. LCD and PDP manufacturers are coming to the realization that the FPD TV market may be slower to develop than initially anticipated. However, they have billions of dollars invested in the production capacity for larger-size direct view FPDs, so they are naturally looking to diversify their risk by exploring other markets with large potential sales volumes for these larger size flat panels. Secondly, while many companies in the finished goods market for both LCDs and PDPs have already recognized the market potential for the Public Display market, many lack the internal company knowledge about the existing go-to-market strategies and how to even begin to penetrate this very complex market."

This Public Display market goes by many names: Digital Signage, Narrowcasting, Digital, Retail Television, Captive Audience Networks, Media Networks, Electronic Billboards, Captive Audience Networks, and so on. No matter what you call it, this out-of-home, indoor direct-view FPD market is forecast to grow by 59% from $1.4B to almost $2.2B worldwide by 2008. This market is certainly worthy of attention for companies struggling with consumer price expectations regarding "hang on the wall TVs" and looking to maximize their profitability and spread out their risk.

Highlights from the Public Display Strategy Report include

-- Demand and supply based forecasting: While many companies have explored only one side of the equation, DisplaySearch has built a ground-up demand based forecast for the entire public display market based upon to the Total Available Market for pre-defined market segments

-- Examination of market size and total market potential by segment: Further breakdown by market segment is available due to extensive primary research conducted to determine the total, quantifiable market sizes of each category.

-- Major component suppliers: A complete list of major PDP and large-format LCD module suppliers is provided to help to fully understand the public display supply chain. Both mass-produced and planned PDP and LCD component suppliers are examined.

-- Major and vertical finished good marketers examined: Since the public display market is still in its infancy and is currently very vertically oriented, both major brands and minor brands alike are players in this market. Additionally, since this market can be more closely related to the out-of-home advertising industry, companies who currently specialize in providing "print" ads to these markets are examined as potential players in the future of this industry. Companies examined include InFocus, LG Electronics, NEC-Mitsubishi, NEC Solutions, Philips, Mitsubishi Digital Electronics America, Planar, Sharp Electronics Corporation, SONY, ViewSonic, Barco, Daktronics, Trans-Lux Corp., Clarity Visual Systems, FIMI Philips, Christie Digital, Clear Channel Communications, Viacom Outdoor, JCDecaux and others.

-- Go-to-market and distribution strategies explored: A key and integral part to entering this market is understanding the established and emerging distribution, integration, consulting and influencing players--and how they differ from the more "traditional" distribution of other display products such as desktop monitors or televisions.

-- Market price trend & forecast: Examinations of both Plasma and LCD component and finished goods pricing and specifications are explored and compared with forecasts for price parities between the technologies.

-- Other insights into marketing displays into the public display market: In addition to strategies employed by the successful players in this market, DisplaySearch also provides additional strategic level information to consider when entering this market. This including public display content providers, public display trade shows, public display vertical magazines and publications, lists of value added distributors and value added resellers as well as an examination of other companies currently providing complementary products to this market.

A corporate license subscription to DisplaySearch's FPD Public Display Strategy Report is priced from $4,995 to $5,995, depending on the size of the subscribing company. For more information, please contact Jerry Benson at jerry@displaysearch.com or 512-459-3126 x108.

About DisplaySearch

DisplaySearch (www.displaysearch.com) is the worldwide leader in market research and consulting for the flat panel display (FPD) industry. Founded in 1996, DisplaySearch surveys the entire display industry food chain, including component and equipment manufacturers, display producers, OEMs, distributors and retailers. From this comprehensive vantage point, DisplaySearch prepares a valued suite of market forecasts, technology assessments, studies and analyses, and produces influential industry events worldwide. The firm is comprised of a core team of 18 analysts, located in Japan, Korea, North America and Taiwan.

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