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市場調査レポート
環境配慮型ディスプレイ（2009年）：ビジネス上の脅威と市場機会
2009 Green Display Report: The Business Threats and Opportunities of Green Displays
| 発行 |
Insight Media |
| 出版日 |
2009年11月 |
商品コード |
103265 |
| ページ情報 |
英文 125 pages, 45 figures, 25 tables |
| 価格 |
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Abstract
The Need:
Green-display technology, awareness, regulations and labeling have accelerated
greatly in the last year, and technical advances are rapidly reducing power
consumption. Regulatoryrequirements (such as RoHS and CEC) and voluntary
labeling programs (such as Energy Star, EPEAT, and TCO) are changing the
playing field on which displays and display products are designed,
manufactured, marketed, and sold in fundamental ways. Recycling efforts are
expanding rapidly for e-waste - and displays are a key element of this waste
stream.
So how do all of these factors impact the technology and business roadmaps for
display developers? A large new set of variables and relationships are being
added to the already formidable complexities of making and selling displays
and display-centric products. And the purchasing decisions confronted by
customers are getting more complex, too.
All of this is creating business opportunities and risks, starting with the
decision on whether or not to climb on the green bandwagon to begin with.
Having climbed on the bandwagon, company executives and managers will have to
think hard about how being on the bandwagon should affect their business
practices and corporate messaging? They will find that decisions about how
and why they should market green displays are not simple ones. These are
critical and urgent issues, and this is the first report that addresses them
from a comprehensive, industry-wide perspective with display technology as the
focus.
Report Objective:
The report focuses on the green product and life-cycle characteristics of
three application categories:
These are the products receiving the most attention, and the products with the
largest impacts on energy use and the eco-system. The objective of this
report is to formulate the key questions for the industry, and to answer them
through our interview and analysis methodology. We will also provide insight
into the trends that are shaping the industry and identify the hurdles that
must be overcome. Finally, we will offer recommendation and calls to action
needed to help the industry advance.
Highlights and Areas of Discussion:
- There are many possible definitions of a green display. Any forecast for
green laptops, monitors or TVs depends upon a definition of green. Until this
definition is agreed upon by the industry, a forecast is meaningless. We
explore many of these definitions in the report. Among the defining elements
are:
- Energy use. We explore the trends and options. Among the technologies
contributing to reduce energy use are LED backlights, dynamic contrast, and
proximity and ambient light sensors. Energy reduction in PDPs is coming via
new cell structures and driving circuits, and OLEDs hold a lot of promise
for the future.
- Manufacturing processes and designs that minimize the use of materials,
energy, and resources.
- Transportation and packaging that minimizes the carbon footprint.
- Display recyclability -- both to comply with global mandates and to
minimize costs to manufacturers and consumers. Cradle-to-grave thinking
will ease the pain of the coming era of e-waste recycling, and can even
create business opportunities.
- The reasons behind the green display trend are complex and varied, and the
motivation to be green depends upon where you are in the supply chain.
- Panel makers, branders and vertically integrated product makers have
different motivations.
- Green panel and component manufacturing can mean cost reductions. What
are the options, technologies and strategies?
- Good display design principles can reduce materials, manufacturing and
transportation costs. These principles can also lower the carbon footprint
and greenhouse gas emissions - other factors considered when measuring the
green-ness of a display product.
- Is green a fad, a catch-all for good corporate citizenship, or has there
been a fundamental change in attitude and business practices?
- How do regulations drive the corporate green culture and behavior?
- Can green displays be successfully marketed?
- How do companies approach establish green brands?
- Can green be sold successfully to consumers?
- Is this approach sustainable?
- What is most important in making the sale?
- Does the green display trend change the business model?
- How does the supply chain adapt?
- What is the impact on business models?
- The regulatory and labeling agencies are having a profound impact on
display manufacturing and marketing behavior, and they are influencing
consumer buying patterns.
- What are the roles of agencies like Energy Star, EPEAT, TCO, Eco-leaf
and CEC?
- How are they impacting energy use?
- How are they impacting hazardous substances and emissions?
- How are they changing business practices?
Methodology:
The technical, regulatory and market information in this report is based on
multiple sources, including:
- Discussions with key people in the display supply chain, product
developers and marketers, regulatory and labeling agencies, recycling agencies
and companies
- Trade show visits
- Company visits
- News reports, company press releases and web site reviews
- Analysis of information and forecasts from industry experts
Using these sources, Insight Media' s analysts have surveyed the current status
of the display industry, current display products, and display trends in the
following areas: design; manufacturing; marketing; distribution and recycling;
labeling; regulations; legislation and rule making; and emerging technologies.
In all analysis, primary emphasis has been placed on assessing the impacts of
eco-sensitive and green concerns on the evolving display industry.
Insight Media also hosted and organized the Green Display Expo in Washington,
DC on Oct. 27. This event featured speakers from all aspects of the green
display ecosystem. Information from this event was used to validate the
findings of the report and augment information in certain areas.
Who Should Buy:
- Designers and manufacturers of laptops, monitors or TVs
- Participants in the value chain for the display or display-centric
products industry
- Marketers and retailers of displays or display-based products
- Executives responsible for recycling and end-of-life product issues
- Regulators, regulatory compliance managers, and managers of labeling
programs
- Investors looking for new opportunities or information to support due
diligence
About the Authors:
Phillip Wright, Ph.D., is a highly experienced technical executive with
background in semiconductor, electronic, optical, display and optoelectronic
technology development leading to new products and businesses. He founded WRT
Associates to provide technical consulting and market analysis for emerging
technologies and is collaborating with Insight Media in several areas.
Previously, he managed display technology at Motorola and was Founder and
Director of Process Development and Device Manufacturing of Lytel
Incorporated, a start-up optoelectronics firm. Phil began his career in
development at Bell Laboratories in Murray Hill, NJ. He holds a B.S. in
Engineering from Purdue University; M.S. and Ph.D. in Electrical Engineering
from the University of Illinois.
Ken Werner is a Flat Panel Display and Emerging Display Technology Expert with
Insight Media. He routinely serves as a consultant to brokers, analysts,
members of the international press corps, and companies entering or
repositioning themselves in the industry. Previously, he served as Editor of
Information Display, the display industry' s premier technical magazine from
1987 to 2005. He regularly addresses technical and trade organizations in
North and South America, Europe, and Asia. Ken holds a B.A. in Physics from
Rutgers University; M.S. in Solid-state Physics from University of North
Carolina at Chapel Hill.
Report Statistics
- Number of Pages: 125
- Number of Figures: 45
- Number of Tables: 25
- Authors: Philip Wright, Ken Werner
- Deliverable: PDF file for a single site license
Table of Contents
1. Introduction
- 1.1. Report Scope
- 1.2. Methodology
2. Executive Summary
- 2.1. Green-ness
- 2.2. Why Be Green?
- 2.3. Green Display Labeling and Marketing
- 2.4. Recycling and e-waste Disposal
- 2.5. Emerging Technologies
- 2.6. Trends
- 2.7. Call to Action
3. What Makes a Display Green?
- 3.1. Introduction
- 3.1.1. Energy Used by Display
- 3.1.2. Energy and Processes Used for Display Production, and Related
GHG Emissions
- 3.1.3. Materials, Components, and Supply Chain
- 3.1.4. Transportation
- 3.1.5. Recycling
- 3.2. Specifications of the Display
- 3.2.1. What is a "Green" Specification?
- 3.2.2. Benchmarks: Typical 2009 Displays
- 3.2.3. Green Display Specification Trends and Projections
- 3.2.4. The Role of Emerging Display Technologies
- 3.3. Materials, Components and Supply Chain
- 3.4. Manufacturing Plant
- 3.5. Product Recyclability
- 3.6. The Green Product Life Cycle
- 3.6.1. From Birth to End of Life - and Beyond
4. Why be Green?
- 4.1. Being (or Appearing to Be) a Good Corporate Citizen
- 4.1.1. The Social vs. Economic Aspects of Green
- 4.2. Reducing Costs
- 4.2.1. Product Designs
- 4.2.2. Manufacturing
- 4.2.3. Materials
- 4.2.4. Transportation
- 4.2.5. But Some Costs Will Increase
- 4.3. Complying with (or Staying Ahead of) Government Regulations
5. The Selling of Green Displays
- 5.1. How are Green Display Products Being Marketed?
- 5.2. Do Green Display Products Sell Better?
- 5.2.1. Do Reduced-Power Technologies Help Sell Products
- 5.2.2. What' s Most Important in Making the Sale?
6. Qualitative Green Trend Impacts
- 6.1. Changes in the Supply Chain
- 6.2. Business Model Impacts
- 6.3. Upstream/Downstream Ripples
7. Regulatory, Recycling & Labeling Framework
- 7.1. Role and Status of Regulation, Mandates, Practices and Standards
- 7.2. Notable Environmental and Energy Consumption Regulations and
Standards
- 7.2.1. US DOE/EPA Energy Star
- 7.2.2. CEC/PG&E Draft Proposal
- 7.2.3. Ecoleaf (Japan)
- 7.2.4. ISO 14000
- 7.2.5. EPEAT
- 7.2.6. TCO
- 7.3. Hazardous Substances in Products Regulations
- 7.3.1. RoHS
- 7.3.2. Related Regulations
- 7.4. Recycling Regulations and Practices
- 7.4.1. Current Regulations and Practices
- 7.4.2. Where Do We Go from Here?
- 7.5. How Will Regulations Impact Business Practices
- 7.5.1. Panel makers
- 7.5.2. Makers of display-centric systems
- 7.5.3. Distributors, VARs, and Retailers
- 7.5.4. Effect on Consumers and End-Users
Table of Figures
- Figure 1: Worldwide Large TFT-LCD Panel Shipments and Revenue by
Application
- Figure 2: Television Power Consumption (2004)
- Figure 3: Cycle of Green Product Design, Manufacturing, Use, and Recycling
- Figure 4: Display Manufacturers are Committing to Lower Power Panels
- Figure 5: Trend in Lead Content of CRT and PDP Televisions Report by
Panasonic
- Figure 6: Panasonic Clean Factory (CF) Program
- Figure 7: Moving Flat Panel Television on Recycling Line
- Figure 8: LG Announces 5.9 mm Thick LCD-TV Panel
- Figure 9: LG Electronics LCD Television Green Product Design
- Figure 10: LG Electronics "Ecology Plasma TV"
- Figure 11: Samsung Announces Plasma Television with 40% Lower Power
Consumption
- Figure 12: Dell G2210 Green Monitor Features
- Figure 13: Apple MacBook Air with LED Backlight
- Figure 14: LG Electronics Design Approach for a Green Notebook PC
- Figure 15: OLED Display Revenue Forecast
- Figure 16: Local Area Dimming Approaches for LED Backlights
- Figure 17: Edge-lit LED Backlight with Local Area Dimming
- Figure 18: UniPixel Display Technology
- Figure 19: Green LCD Panel Design Changes
- Figure 20: AU Optronics LEED Gold Gen 8.5 LCD Manufacturing Plant
- Figure 21: Environmental Benefits of AUO LEED Gold LCD Fab
- Figure 22: Status of Takeback Programs in US
- Figure 23: Lifecycle Assessment
- Figure 24: Life Cycle Assessment Categorization of Green House Gas
Emission Sources
- Figure 25: Drivers for Company Sustainability Initiatives
- Figure 26: Results of CEA Study
- Figure 27: Vizio VECO32L "Eco" TV
- Figure 28: Number of Units Sold of Energy Star Labeled Products, 2000-2008
- Figure 29: TV On Mode Power Requirements and Phase in of Energy Star Tier
1, 2 and 3
- Figure 30: Overview of US Television Power Consumption
- Figure 31: EcoLeaf Product Categories
- Figure 32: EcoLeaf Label Program Data
- Figure 33: EPEAT Ratings Method and List of Rated Product Types
- Figure 34: Sample Listing of EPEAT Rated Monitors
- Figure 35: EPEAT Required Rating Criteria
- Figure 36: EPEAT Optional Rating Criteria
- Figure 37: TCO Certified Label
- Figure 38: Environmental Criteria of TCO Displays 5.0
- Figure 39: Usability Criteria of TCO Displays 5.0
- Figure 40: TCO Certified Edge Label
- Figure 41: Overview of States with Electronic Waste Related Laws
- Figure 42: Overview of Electronic Waste Related Laws Pending in 2009
Legislature
- Figure 43: Korean Electronics Recycling Act Implementation
- Figure 44: Eco-Design Principles
- Figure 45: Design for Recyclability Elements
Table of Tables
- Table 1: Typical Television and Consumer Electronics Power Consumption, ca
2009
- Table 2: Life Cycle and Environmental Impact of Televisions
- Table 3: Ecological and Business Impacts of Green Display Initiatives
- Table 4: Optoelectronic Sensor Solutions for Green Displays
- Table 5: Benchmark LCD-TVs
- Table 6: Benchmark LCD-TVs (2)
- Table 7: PDP TVs
- Table 8: Sample Energy Star Tier 1 On-Mode Maximum Power Levels for
Monitors
- Table 9: Efficiency Criteria for Sleep and Off-Modes for Monitors
- Table 10: LCD Monitor Benchmarks (1)
- Table 11: LCD Monitor Benchmarks (2)
- Table 12: Influence of Green Design Practices on Display Materials and
Components
- Table 13: Representative LCD/PDP TV Green Features and Benefits Claimed
- Table 14: Regulations for Green Displays
- Table 15: Labeling for Green Displays
- Table 16: Standards for Green Displays
- Table 17: Energy Star Program Manufacturer Requirements
- Table 18: On Mode Power Level Requirements for TV Products
- Table 19: Average Tier 1 (Energy Star 3.0) On Mode Power Level Requirements
- Table 20: Energy Star Version 5.0 (Tier 3) On Mode Power Level Requirements
- Table 21: Energy Star Version 5.0 Tier 1 and Tier 2 Sleep and Off Mode
Power Levels
- Table 22: California Existing and Proposed Standards for Television Power
Consumption
- Table 23: Television Technology Trends Cited by CEC
- Table 24: US States with Electronic Waste Laws
- Table 25: Design Elements for Recyclability
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