MCG Reports
Personal Viewers: Sony and Apple
Eye Accelerating Growth
Published by McLaughlin Consulting Group
Principal Researcher and Analyst: Steve Marsland
231 pages
August 2008
___________________________________________________
Eye Accelerating Growth
Published by McLaughlin Consulting Group
Principal Researcher and Analyst: Steve Marsland
231 pages
August 2008
___________________________________________________
Table of Contents
| 1 | Executive Summary | 6 | ||
| 2 | Market and Industry Trends | 10 | ||
| 2.1 | Emergence of "Anywhere Anytime Infortainment" | 10 | ||
| 2.2 | Clearer Consumer Requirements for Definition | 12 | ||
| 2.3 | Headsets Becoming More Mainstream | 12 | ||
| 2.4 | Personal Video Viewer pricing | 13 | ||
| 2.5 | Personal Viewer Industry Association | 13 | ||
| 3 | Product Opportunities for the Consumer Market | 16 | ||
| 3.1 | Personal Video Viewer (Personal TV) | 16 | ||
| 3.2 | Navigation/Video Sunglasses | 17 | ||
| 3.3 | Console Gaming Viewers | 20 | ||
| 3.4 | PC Gaming Viewers | 20 | ||
| 3.5 | Toy Viewers | 21 | ||
| 3.6 | Other types of consumer personal viewers | 22 | ||
| 4 | Product Opportunities for the Military Market | 23 | ||
| 4.1 | Enhanced Night Vision Viewers | 23 | ||
| 4.2 | Thermal Weapons Sights | 23 | ||
| 4.3 | Helmet-Mounted Displays | 24 | ||
| 4.4 | Other types of military personal viewers | 25 | ||
| 5 | Pico-Projectors vs. Personal Viewers | 26 | ||
| 6 | Personal Viewers Forecast - Base Case | 29 | ||
| 6.1 | Forecast Overview | 29 | ||
| 6.2 | Forecast by Market | 30 | ||
| 6.3 | Forecast by Type of Personal Viewer | 36 | ||
| 6.4 | Military Market Forecast by Application | 41 | ||
| 6.5 | Consumer Market Forecast by Application | 46 | ||
| 7 | Personal Viewers Forecast - Upside | 51 | ||
| 7.1 | Forecast by Overview | 51 | ||
| 7.2 | Forecast by Market | 53 | ||
| 7.3 | Forecast by Type | 59 | ||
| 7.4 | Military Market Forecast by Application | 64 | ||
| 7.5 | Consumer Market Forecast by Application | 69 | ||
| 8 | Competitive Positioning | 74 | ||
| 8.1 | Overview | 74 | ||
| 8.2 | Military | 76 | ||
| 8.3 | Commercial | 77 | ||
| 8.4 | Consumer | 78 | ||
| 9 | Potential Hurdles to Success | 81 | ||
| 9.1 | Improved Cost/Performance | 81 | ||
| 9.2 | Improved Content Availability for Mobile Platforms | 83 | ||
| 9.3 | Cost-Effective Consumer Marketing and Promotion | 85 | ||
| 10 | Microdisplays Demand Forecast - Base Case | 86 | ||
| 10.1 | Total Microdisplays | 87 | ||
| 10.2 | Color vs. Monochrome | 92 | ||
| 10.3 | Color Microdisplays | 94 | ||
| 10.4 | Monochrome Microdisplays | 99 | ||
| 10.5 | Forecast Demand by Display Technology | 104 | ||
| 11 | Microdisplay Demand Forecast - Upside | 109 | ||
| 11.1 | Total Microdisplays by Definition | 109 | ||
| 11.2 | Color vs. Monochrome | 114 | ||
| 11.3 | Color Microdisplays | 116 | ||
| 11.4 | Monochrome Microdisplays | 121 | ||
| 11.5 | Forecast Demand by Display Technology | 126 | ||
| 12 | Cost Structure and Pricing | 131 | ||
| 13 | Personal Viewer Company Profiles | 132 | ||
| 13.1.1 | 22Moo International Pty Ltd | 133 | ||
| 13.1.2 | 3001 AD | 134 | ||
| 13.1.3 | 5DT Inc. (Fifth Dimension Technologies, Inc.) | 135 | ||
| 13.1.4 | Cybermind Interactive Nederland | 136 | ||
| 13.1.5 | DEOCOM Co., Ltd. | 137 | ||
| 13.1.6 | eMagin Corporation | 138 | ||
| 13.1.7 | GEOMC Co., Ltd. (Formerly Daeyang E&C) | 139 | ||
| 13.1.8 | Headplay Inc. | 140 | ||
| 13.1.9 | i-O Displays Systems, LLC | 141 | ||
| 13.1.10 | Lumus Ltd. | 142 | ||
| 13.1.11 | Microvision, Inc. | 143 | ||
| 13.1.12 | Mirage Innovations | 144 | ||
| 13.1.13 | Motion Research | 145 | ||
| 13.1.14 | Myvu Corporation | 146 | ||
| 13.1.15 | NVIS, Inc. | 147 | ||
| 13.1.16 | Oculon Optoelectronics Inc. | 148 | ||
| 13.1.17 | Rimax International Ltd. | 149 | ||
| 13.1.18 | Rockwell Collins - Optronics | 150 | ||
| 13.1.19 | Saab AB | 151 | ||
| 13.1.20 | Sage Technologies, Ltd | 152 | ||
| 13.1.21 | Sensics, Inc. | 153 | ||
| 13.1.22 | Shenzhen Oriscape Electronic Co., Ltd. | 154 | ||
| 13.1.23 | Shimadzu Corporation | 155 | ||
| 13.1.24 | Tek Gear | 156 | ||
| 13.1.25 | Trivisio Prototyping GmbH | 157 | ||
| 13.1.26 | Virtual Research Systems, Inc. | 158 | ||
| 13.1.27 | Vision Systems International, LLC | 159 | ||
| 13.1.28 | Vuzix (formerly Icuiti Corporation) | 160 | ||
| 14 | Personal Viewer System Basics | 161 | ||
| 14.1 | Introduction | 161 | ||
| 14.2 | Near-Eye Metrics | 161 | ||
| 14.3 | System Architecture | 161 | ||
| 14.4 | Color | 162 | ||
| 14.5 | Spatial Color Systems | 162 | ||
| 14.6 | Field-Sequential Color (FSC) Systems | 163 | ||
| 14.7 | Near-Eye Value Chain | 165 | ||
| 15 | Types of Personal Viewers | 172 | ||
| 15.1 | Monocular - see-around | 172 | ||
| 15.2 | Monocular - see-through | 172 | ||
| 15.3 | Binocular - sleek | 172 | ||
| 15.4 | Binocular - immersive | 173 | ||
| 15.5 | Military helmet | 173 | ||
| 16 | Personal Viewer Markets | 175 | ||
| 16.1 | Military | 175 | ||
| 16.2 | Commercial | 175 | ||
| 16.3 | Consumer | 176 | ||
| 17 | Appendix A - Personal Video Viewer Price Point Analysis | 178 | ||
| 17.1.1 | Sleek Display Technologies | 178 | ||
| 17.1.2 | Bulky Technologies | 180 | ||
| 18 | Appendix B - Personal Viewer Success Factors | 183 | ||
| 18.1.1 | The Five Success Factors - The Five C's | 184 | ||
| 18.1.2 | Cost/Performance | 184 | ||
| 18.1.3 | Control Interface/Cabling | 185 | ||
| 18.1.4 | Comfort | 186 | ||
| 18.1.5 | Content | 187 | ||
| 18.1.6 | Channels and Marketing Promotion | 189 | ||
| 19 | Appendix C - Human Comfort Factors | 190 | ||
| 19.1.1 | Viewing comfort | 192 | ||
| 19.1.2 | Motion comfort | 201 | ||
| 19.1.3 | Wearing comfort | 204 | ||
| 19.1.4 | Self-image comfort | 205 | ||
| 20 | Appendix D - Consumer Use Model | 208 | ||
| 20.1.1 | Benefits of and Issues with Personal Viewers | 208 | ||
| 20.1.2 | Alternatives for Use of Personal Viewers | 214 | ||
| 20.1.3 | Benefits vs. Issues by Type of Use | 216 | ||
| 20.1.4 | Alternative Consumer Value Propositions | 218 | ||
| 21 | Appendix E- Methodology | 229 | ||
| 22 | References | 230 | ||