電子ペーパーディスプレイ、アプリケーションおよび電子ブックリーダー市場

E-Paper Displays, Applications and the E-Book Reader Market

発行	Insight Media
出版日	2009年02月	商品コード	81907
ページ情報	英文 212 pages
価格	US$ 2,999 換算 ¥ 241,329 (税抜) PDF By E-mail (Site License)

概要
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原文目次

Abstract

Report Objective:

The objective of this report is to provide solid analysis of the market needs for EBR products and to evaluate all of the e-paper-like display technologies to identify those most suited for use in EBRs. To develop a forecast, we look at the needs of six sub-segments evaluating the total available market, adjusting this TAM as needed and developing a proprietary “needs-expectations” analysis. A sophisticated cost model is used to evaluate and determine the price of panels and EBR products based upon display technology, while penetration scenarios for each sub-segment are examined and applied to develop a unit and revenue forecast. A review of current EBR suppliers and products is also included.

The goal of all of this analysis is to provide solid technical, market and forecast information to help readers identify opportunities and target the timing and features of new products or component technology.

Highlights:

An overview of applications and their fit with e-paper displays
A summary of the specifications of current e-paper technologies
An exclusive summary of the roadmaps for e-paper display development
Display specs for EBRs
An optimistic and conservative forecast for EBRs by sub-segment
- general purpose e-books
- e-newspapers and e-magazines
- e-text books
- e-professional reference books
- e-dictionaries, phrase books/language learning
- e-comics
Unit forecast by screen size
Unit forecast by monochrome/color
Revenue forecast
EBR market needs analysis
Competitive product analysis
In-depth technical and SWOT analysis of 11 classes of e-paper displays
- Moving particles in a fluid (E Ink, PVI, SiPix, CLEAR Display, Soken Chemical)
- Moving particles in air( Bridgestone, Annulex)
- Bistable Nematic (Nemoptic, ZBD Displays)
- Cholesteric (Kent, ITRI, Fuji Xerox)
- Electrochemical/Electrochromic (Aveso, Siemens/PolyIC, NTERA, ECD-Samsung, Konica Minolta)
- Flexible backplanes with particle displays (Polymer Vision, Plastic Logic, LG Display, Seiko Epson)
- Electrowetting (PVI/ITRI, Liquivista, ADT)
- MEMS (Qualcomm MEMS Technologies)
- Photonic Crystals (Opalux)
- Piezoelectric Interference (Fuji Photo Film)
A proprietary cost model was developed that determines panel, components and EBR pricing through 2013.
Forecasts of EBR pricing by screen size
Development of TAMs for six sub-segments
Adjustments to TAMs based on use of an EBR
Comparison of EBR features with other CE products
Development of five CE product penetration scenarios to form a basis for EBR penetration analysis
Develop a proprietary “needs-expectations” analysis that identifies six EBR buying factors for each sub-segment.
Develop a rating system to estimate the importance vs. “meets consumer expectations” for each buying factor in 2008 and in 2013.
Apply pricing, expectation-importance analysis, and penetration analysis to create a forecast for each subsegment
Summarize all current EBR products and companies involved in the manufacture and development.

Methodology:

The report is the culmination of much original research on this emerging market, which involved discussions with people from all facets of the value chain. The key analyses, forecast methodology and interim results were shared with market leaders to validate and/or adjust the results. Consequently, this report represents the most comprehensive and most accurately researched report on this topic to date..

1. Executive Summary

1.1. Technology Summary
- 1.1.1. Overview of Applications
- 1.1.2. Summary of e-paper Technology Specifications
- 1.1.3. Summary of Industry Roadmaps
- 1.1.4. E-Book Reader Spec Summary
1.2. EBR Forecast Summary
- 1.2.1. EBR Unit Forecast
- 1.2.2. Unit Breakdown by Screen Size
- 1.2.3. Monochrome - Color Mix
- 1.2.4. EBR Revenue Forecast

2. Market Needs and Competitive Technologies

2.1. Requirements for Applications
- 2.1.1. User Interactions
2.2. Flexible Trend
2.3. Incumbent Technologies and Their Limitations
2.4. Alternative Direct View E-Paper Displays

3. Relevant Technologies and Market Players

3.1. Moving Particles in a Fluid
- 3.1.1. E Ink
- 3.1.2. Prime View International
- 3.1.3. SiPix Imaging
- 3.1.4. CLEAR Display
- 3.1.5. Soken Chemical & Engineering Co.
3.2. Moving Particles in Air
- 3.2.1. Bridgestone
- 3.2.2. Annulex
3.3. Twisted Nematic LCDs
3.4. BiStable Nematic LCDs
- 3.4.1. Nemoptic
- 3.4.2. ZBD Displays, Limited
3.5. Cholesteric LCDs
- 3.5.1. Kent Displays
- 3.5.2. ITRI
- 3.5.3. Fuji Xerox Co.
3.6. Electrochemical - Electrochromic
- 3.6.1. Aveso
- 3.6.2. Siemens/PolyIC
- 3.6.3. NTERA
- 3.6.4. ECD- Samsung
- 3.6.5. Konica Minolta
3.7. Flexible Backplane TFTs with Particle Display Frontplanes
- 3.7.1. Polymer Vision
- 3.7.2. Plastic Logic
- 3.7.3. LG Display
- 3.7.4. Seiko Epson
3.8. Electrowetting
- 3.8.1. PVI/ITRI
- 3.8.2. Liquavista
- 3.8.3. ADT GmbH
3.9. MEMS
- 3.9.1. Qualcomm MEMS Technologies
3.10. Photonic Crystals
- 3.10.1. Opalux
3.11. Piezoelectric Interference
- 3.11.1. Fuji Photo Film

4. E-Book Reader Cost and Price Evaluation

4.1. EBR Cost and Price Development
4.2. Market Pricing
4.3. Expected Price Development
4.4. Cost Model
4.5. Overall Price Evaluation

5. Market Segment Forecasts

5.1. Methodology, Assumptions and Sources
- 5.1.1. Methodology
- 5.1.2. Sources
- 5.1.3. Assumptions and General Factors
5.2. Total Available Market and Penetration Models
- 5.2.1. Adjusted TAM (Total Available Market)
- 5.2.2. Market Penetration Models
5.3. EBR Market
- 5.3.1. Business and Competitive Analysis
5.4. Forecast by Application, Size and Display Technology
- 5.4.1. General Purpose e-Books
- 5.4.2. e-Magazines and e-Newspapers
- 5.4.3. e-Textbooks
- 5.4.4. e-Professional References
- 5.4.5. e-Dictionaries, Phrase Books/Language Learning
- 5.4.6. e-Comic Books

6. Appendix I: Electronic Book Reader Products

6.1. Amazon Kindle
6.2. Astak
6.3. Bookeen Cybook Gen 3
6.4. BeBook
6.5. Brother
6.6. E-Book Technologies, Inc (ETI) and Ebookwise
- 6.6.1. Overview
- 6.6.2. EBR Products
6.7. Ectaco jetBook Reader
6.8. eRead Technology STAR eBOOK
6.9. Foxit Software' s eSlick EBR
6.10. Fujitsu Flepia
6.11. iRex Technologies Iliad
- 6.11.1. Overview
- 6.11.2. Iliad
- 6.11.3. iRex 1000
6.12. Jinke Hanlin V9
6.13. Kolibri
6.14. Neolux Model NUUT
6.15. Panasonic Sigma
6.16. Plastic Logic
6.17. Sony Reader
6.18. Toshiba DCT-100

7. Appendix II: List of Acronyms

Table of Figures:

Figure 1: Total Adjusted TAM for EBRs
Figure 2: Lower Market Forecast by Market Segment
Figure 3: Upper Market Forecast by Market Segment
Figure 4: Anticipated EBR Screen Size Distribution
Figure 5: Monochrome / Color Screen Percentage Mix
Figure 6: EBR Monochrome / Color Unit Forecast
Figure 7: EBR USD Sales Forecast
Figure 8: Sony PRS-505 E-book Reader Using E-Ink
Figure 9: Roll-out Text Display (Polymer Vision)
Figure 10: E Ink Manufacturing-Customer Relationships
Figure 11: 9.7-inch Electrophorectic Prototype from PVI
Figure 12: Cross Section of the Sipix Display
Figure 13: SiPix Microcups
Figure 14: Roll-to-roll Processing
Figure 15: SiPix Embosser Mold and Microcups
Figure 16: SiPix Point of Purchase Display
Figure 17: SiPix Prototypes at SID' 08
Figure 18: SiPix Manufacturing-Customer Relationships
Figure 19: Cross Section of the CLEAR Display
Figure 20: Example of CLEAR Display
Figure 21: Soken Chemical ball display demonstrator, left, and an example of a 30- x 30-cm prototype display driven by organic TFTs, right
Figure 22: Break-up of hemispherical colored droplet in a co-flowing stream of water
Figure 23: Bridgestone Display in Cross Section Showing Operating Principle
Figure 24: Rib Structure for Containing Particles in Bridgestone Display
Figure 25: Fabrication of Bridgestone Display
Figure 26: Bridgestone Monochrome Displays
Figure 27: Bridgestone Image with 4 Levels of Gray
Figure 28: Bridgestone Full Color Display
Figure 29: Bridgestone Display
Figure 30: Bridgestone Roadmap
Figure 31: Bridgestone Manufacturing-Customer Relationships
Figure 32: Summary of BiNem Company Highlights
Figure 33: How BiNem Works
Figure 34: Steep Falling Edge: Twisted State
Figure 35: Smooth Falling Edge: Uniform State
Figure 36: BiNem Grayscales
Figure 37: BiNem Combined Grayscales and Color
Figure 38: Nemoptic Manufacturing-Customer Relationships
Figure 39: Cross Section of a Zenithal Bistable LCD
Figure 40: Phase Shifting the Gratings Anchors Defects at the Top and Bottom of the Grooves as in (b) Below
Figure 41: (a) High Tilt -Black State
Figure 42: (b) Low Tilt White State (' Defect' State)
Figure 43: ZBD Technology in POP Display
Figure 44: ZBD Manufacturing-Customer Relationships
Figure 45: Cross Section of ChLCD
Figure 46: ChLCD Electronic Book Reader
Figure 48: Kent Displays Manufacturing-Customer Relationships
Figure 49: Photo of ITRI' s ChLCD
Figure 50: ITRI Color ChLCDs
Figure 51: Price Tag Using E-Paper Display
Figure 52: Cross-Section of a Photo-Addressable Electronic Paper from Fuji Xerox
Figure 53: Fuji Xerox Full Color ChlCD
Figure 54: Cross Section of an Aveso Display
Figure 55: Example of Aveso Display Card Application
Figure 56: Aveso Roadmap
Figure 57: Aveso Manufacturing-Customer Relationships
Figure 58: Photograph of Siemens Electrochromic Display.
Figure 59: Ntera Display
Figure 60: Ntera Manufacturing-Customer Relationships
Figure 61: Prototype Electrodeposition Displays from Konica Minolta
Figure 62: Polymer Vision Readius
Figure 63: Cross Section of Polymer Vision Backplane
Figure 64: Polymer Vision Processing
Figure 65: Polymer Vision Roadmap
Figure 66: Plastic Logic Dresden Factory
Figure 67: Simplicity of Printable Processing at Room Temperature
Figure 68: Products are Aimed at E-Book Readers
Figure 69: Plastic Logic' s Technology Roadmap
Figure 70: LG Display 14.3-inch 1200x800 Full Color E-P Display Using E Ink
Figure 71: E Ink Display Using Seiko Epson Backplane
Figure 72: Examples of Liquavista' s ColorBright Products
Figure 73: Images from Liquavista' s new Chinese volume-production plant
Figure 74: Tryadesign Example from the Liquidizer
Figure 75: Cross Section of EW Display and its Operation
Figure 76: Full Color EWD Using Double Substrates and Color Filter
Figure 77: Full Color Using Triple Layers of Cyan, Magenta and Yellow
Figure 78: Liquavista Manufacturing-Customer Relationships
Figure 79: Cross Section of ADT' s EWD
Figure 80: Droplet Moving Through Constriction
Figure 81: Color Gamut for Stacked ADT Display
Figure 82: HiSense Phone with QMT Display
Figure 83: Illustration of Qualcomm' s ' Mirasol' Technology
Figure 84: Operation of Qualcomm Display
Figure 85: Qualcomm Manufacturing-Customer Relationships
Figure 86: Opalux Varies Colors by Voltage
Figure 87: Steps in the Fabrication of Elastomeric Photonic Crystal Films
Figure 88: Cross Section of Fuji Film Display
Figure 89: EBR Market Pricing
Figure 90: EBR Price Development as a Function of Front-Plane Technology
Figure 91: EBR Price Development for Various Screen Sizes
Figure 92: Market Pricing and Price Predictions
Figure 93: US Wholesale Electronic Book Sales
Figure 94: Population Japan + USA + Western Europe
Figure 95: USA Household Income Distribution
Figure 96: Historical Penetration Trends
Figure 97: Adjusted TAM for General Purpose e-Book Reader
Figure 98: Poisson Distribution of Books sold per Person in the USA
Figure 99: Evaluation of General e-Book Market Segment
Figure 100: General e-Book Market Segment Sales Forecast
Figure 102: Newspaper Circulation and Trend
Figure 103: Online Usage of US Newspaper Websites
Figure 104: Magazine Types in the US
Figure 105: Adjusted TAM for e-Newspaper Readers
Figure 107: Monthly Subscription Cost
Figure 108: e-Newspaper Evaluation
Figure 109: e-Newspaper Forecast
Figure 110: High School & College Enrollment in the USA & Western Europe & Japan10
Figure 111: e-Textbook Evaluation
Figure 112: Adjusted TAM for e-Textbook Reader
Figure 113: e-Textbook Reader Forecast
Figure 114: Adjusted TAM for Professional Reference Book Application
Figure 115: Evaluation of Professional Reference Book Application
Figure 116: Professional Reference Book Market Sales Forecast
Figure 117: Adjusted TAM for e-Dictionary Reader
Figure 118: Evaluation of e-Dictionary Market Segment
Figure 119: e-Dictionary Forecast
Figure 120: Comic and Manga Market Overview
Figure 121: Adjusted TAM for e-Comic Readers
Figure 122: e-Comic Evaluation
Figure 123: e-Comic Reader Forecast
Figure 124: Amazon' s Kindle
Figure 125: Astak' s EZ Reader
Figure 126: Astak Mentor Reader
Figure 127: Bookeen' s Cybook Gen 3
Figure 128: BeBook' s Book Reader
Figure 129: Brother e-book Reader
Figure 130: eBook Technologies' ETI-1
Figure 131: eBook Technologies' ETI-2
Figure 132: Ectaco jetBook Reader
Figure 133: ERead Technology' s STAR
Figure 134: Foxit eSlick Reader
Figure 135: Fujitsu Frontech' s Flepia e-Reader
Figure 136: iRex Technologies' Iliad
Figure 137: iRex 1000 e-Reader
Figure 138: Jinke Hanlin' s V9 (left) and Sony' s PRR-505
Figure 139: Kolibri V3 Reader
Figure 140: NUUT from Neolux
Figure 141: Panasonic' s Sigma
Figure 142: Plastic Logic Flexible Reader
Figure 143: Sony PRS-700 Reader
Figure 144: Toshiba' s DCT-100

Table of Tables:

Table 1: Summary of Requirements Additional to High Brightness, High Contrast and Wide Viewing Angle.
Table 2: Technology Specs
Table 3: Technology Ratings
Table 4: Suitability for Applications
Table 5: Summary Chart of Companies in Order of Maturity
Table 6: E-Paper Technology Roadmaps (1)
Table 7: E-Paper Technology Roadmaps (2)
Table 8: Comparison of Some E-Book Reader Devices
Table 9: Typical Publication Sizes
Table 10: Summary of EBR Requirements
Table 11: Some of BiNem' s 21 Patents, Claims and Publications
Table 12: ZBD Product Performance
Table 13: Electronic Book Reader ASP Price Forecast based on Interviews
Table 14: Parameters of the EBR Cost Model
Table 15: Comparison of EBR Features with Other CE Products
Table 16: Adjusted TAM vs. Electronic Product
Table 17: Penetration Curve vs. CE Product
Table 18: Adjustments to the Book Reading TAM
Table 19: e-Book EBR Buying Factors
Table 20: e-Newspaper and e-Magazine EBR Buying Factors
Table 21: e-Textbooks EBR Buying Factors
Table 22: US Population by Occupation in 2006
Table 23: Professional Reference Book Buying Factors
Table 24: e-Dictionary Buying Factors
Table 25: e-Comic EBR Buying Factors