MCG Reports
Report Overview & Sample Graphics/Co. Profile
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A key element of the forecast is that the wide variety of new big screen DTVs will normalize demand over all screen size segments filling in the presently ”empty” demand segments. Certain screen size segments have very small sales because there is no cost-competitive product available in that segment. This is due to the historical paucity of technology and product alternatives
A principal difference between the Optimistic and Conservative cases is that in the “bigger is better” Optimistic Case, the larger screen size segments continue to grow at historical rates and gain a larger market share. In the Conservative Case, “flatter is better” and so smaller, flatter screens are in vogue.
A key component of the analysis is segmentation by “technology battlegrounds” – screen size ranges where separate and distinct display technologies battle for market share. Five different technology battlegrounds for each of two scenarios are evaluated. For a complete analysis of a single technology battleground for one scenario, go to: mcgweb.com/reports/HE2004/battleground.htm
After first developing a forecast by technology battleground, the aggregate sales forecast is developed. See below a typical graphic showing total unit sales in the Optimistic Case by display technology.
A critical part of the competitive analysis is manufacturing cost, especially for projection systems. Using the MCG’s proprietary Projector Cost Model, detailed comparisons are developed showing the clear cost advantages of projection in larger screen sizes. The model is also used to compare costs for alternative microdisplay technologies and to determine microdisplay system share by screen size segment.
An extensive series of charts are used to compare pricing of competitive products. Following are two representative comparisons. Prices are indexed and compared over time.
Projection Technologies Evaluated
While the report focuses on the market, the competitive analysis of the projection technologies – Digital Micromirror Device (DMD), High Temperature Polysilicon (HTPS) and Liquid Crystal on Silicon (LCOS) - is based on a careful analysis of the strengths and weaknesses of the competing technologies and alternative architectures that utilize these technologies. Extensive use is made of the MCG Projector Cost Model.
Home Entertainment Competitors at a Glance
The report includes 29 company profiles of TV integrators and branders. The profiles are a quick reference tool and provide data and graphics to allow the reader to assess:
- Financial strength
- Product scope and pricing
- Product technology spectrum
To see the sample profile for Sony, go to: mcgweb.com/reports/he2004/sonyprofile.htm