市場調査レポート

顧客エンゲージメント技術:対話型ディスプレイおよびデジタルサイネージの世界市場

Interactive Displays & Digital Signage: Technical Market Analysis

発行 VDC Research Group, Inc. 商品コード 232030
出版日 ページ情報 英文 69 Pages, 58 Exhibits
納期: 即日から翌営業日
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顧客エンゲージメント技術:対話型ディスプレイおよびデジタルサイネージの世界市場 Interactive Displays & Digital Signage: Technical Market Analysis
出版日: 2011年09月30日 ページ情報: 英文 69 Pages, 58 Exhibits
概要

デジタルサイネージ(電子看板)ソリューション市場は、長らく高度に細分化された状態にあり、特にソフトウェアソリューションプロバイダーに関してはこの傾向が顕著です。しかし、あらゆる階層で高まりつつある「ワンストップショップ」への需要および現在進められている規格整備から、市場集約が進むものと見られ、従来の交通看板のみならず、スマートフォンをはじめとする個人向け双方向モバイル通信なども新たなメディアに加えながら、デジタルサイネージ産業は進化しています。

当レポートでは、そうした同分野の世界各地域における市場状況とその背景環境、将来発展の機会および課題などを分析する最新の調査情報を集め、概略以下の構成でお届けします。

エグゼクティブサマリー

  • エグゼクティブサマリー - 市場規模および成長率
  • エグゼクティブサマリー - 成長推進要因
  • エグゼクティブサマリー - 成長阻害要因

調査の範囲と方法

  • 『2011年顧客エンゲージメント技術調査レポート(2011 CET Program)』の対象範囲
  • 調査方法の基軸構成要素
  • 二次調査

市場の定義とセグメンテーション

  • さまざまなセグメント定義によって異なる小売自動化ソリューション
  • 製品カテゴリーの定義
  • 市場セグメントの定義と予測対象期間
  • デジタルサイネージのバリューチェーン
  • 導入モデル
  • コンテンツモデル
  • 広告支援型に移行しつつあるコンテンツモデル
  • デジタルサイネージのバリューチェーン
  • デジタルサイネージのソフトウェア
  • バリューチェーンの再編強化
  • デジタルサイネージ:モニターを超えた動き
  • モバイル機能とデジタルサイネージ - 周辺の機会
  • モバイル機能とデジタルサイネージ
  • デジタルサイネージ市場の商業バリューチェーン
  • 予測の前提条件と考慮点
  • デジタルサイネージ市場の地域的出荷モデル
  • 世界のデジタルデスプレイ出荷数量
  • 「商業用」対「消費者向け」ディスプレイ比較
  • 世界のメディアプレイヤー出荷数量
  • 世界のデジタルサイネージソフトウェア出荷数量
  • デジタルサイネージAFSP後退要因
  • デジタルサイネージの世界的流通選好
  • デジタルサイネージの垂直市場シェアモデル

競合分析

  • 競合環境
  • 競合環境:ディスプレイ
  • 競合環境:メディアプレイヤー
  • 競合環境:ソフトウェア
  • 製品開発戦略
  • 市場開発戦略
  • 流通チャネル開発戦略

所見、予測、提言

  • 所見と予測サマリー
  • デジタルサイネージ進化の予測
  • 注目すべき技術動向

付録

  • 用語と定義
  • 2011年著作権の表示
目次

Abstract

Market Overview

Consolidation driven by standards and the need for "one stop shops"; Mobility remains a significant opportunity

The digital signage market remains highly fragmented, particularly in regards to software solutions providers. However, increasing requirements at all tier levels for "one stop shop" suppliers and the ongoing development of industry standards is expected to drive consolidation.

Mobility solutions, applications that enable communication with personal devices, such as smartphones, are widely expected to become an increasingly common point of convergence for digital signage. While the definitive application for digital signage/ mobile interactivity has yet to surface, mobile devices are generally expected to enable more personalized, targeted messaging/ offers via interaction with a customer's smartphone.

Transportation accounted for the largest share of vertical demand in 2010, with over 36% of global revenues, and is expected to be one of the vertical growth leaders during the study period. Retail remains a key user vertical, and represented over 26% of global signage demand. Hospitality is expected to lead vertical demand growth during the forecast period, as QSRs and fast food chains increasingly pilot/scale adoption of digital menu boards.

The digital signage market continues to evolve in regards to deployment models. Several models pertaining to a hosted/ premise-based deployment and content sourcing (ad funded, traditional, ad supported) remain prevalent.

The ad-supported model is expected to become the leading content deployment model within 5 years, as retailers increasingly seek control over their signage system, content and appearance. Ad supported signage delivers an additional revenue stream and the ability to add more value to its suppliers. Content delivery models will continue to evolve, as the convergence of digital signage with mobility is expected to enable more targeted, relevant messaging.

Market Segmentation, Estimates & Forecasts

Strong double-digit growth, driven by greater accessibility and emerging applications, expected globally

image1

Robust global growth is expected throughout the study period, with forecasts projecting 18.5% CAGRin the global digital signage market, with APAC being the regional leader.

Key growth drivers include the greater accessibility and broad appeal of plug and play, easily integrated solutions, as well as related complementary, value-added digital signage applications such as mobility solutions, location-based applications and customer analytics. Should the recent turmoil seen in worldwide financial markets escalate into a larger, prolonged crisis, however, these growth expectations could be negatively impacted.

Increased digital signage adoption and its increasing convergence with other enterprise technologies has driven the development of a number of industry standards as a means to provide a common platform. Organizations developing and promoting these standards include POPAI(Point-of-Purchase Advertising International) and OAAA(Outdoor Advertising Association of America).

APAC enterprises, retailers in particular, deploy more displays per store on average than other regions. With many regional manufacturers of cheap, consumer grade displays, APAC regional preferences skew towards lower cost solutions. Continued growth in unit shipments of lower price, consumer grade displays is expected to erode AFSPin excess of 10% annually in this region. Erosion is expected across all regions, but APAC will be the leader in in price erosion.

Strategic Issues, Trends & Market Drivers

A variety of factors including lower prices, competitive pressure and bundled solutions, driving growth

A number of broadly applicable factors are driving growth in digital signage:

  • Price Erosion: Continuing price erosion of digital signage hardware, particularly for LCD screens, is expanding the appeal and accessibility of digital signage to a broader market that increasingly includes smaller Tier 3 and 4 independent businesses. Display prices are forecasted to drop nearly 10% annually during the forecast period. Price erosion is also expected to impact media players and software, albeit to a lesser extent than displays. Key drivers of pricing erosion include the increasing presence of consumer grade hardware, the bundling of solutions, fierce competition amongst suppliers, and increasing economies of scale.
  • Bundled Solutions Targeted at Enterprises of All Sizes, Including the SMB Market: Suppliers of all sizes are working to earn the business of tier 3 and 4 SMBs with competitively priced, all-in-one solutions. These bundled systems, which typically are comprised of a display, integrated media server and application software have triggered a shift in the digital signage market. Enterprise preferences are migrating toward more easily integrated and deployed - plug and play - solutions. This phenomenon is shifting product distribution strategies, spurring partnership and M&A activity and creating longer term opportunities for dealer/distributors and OEMs to capitalize on this shift.
  • Growing Awareness that Digital Signage is Effective: Numerous consumer behavior studies suggest that approximately 75% of buying decisions are made at the point of purchase, and approximately half of point of purchase advertising has a direct impact on sales. As a result, many enterprises have undertaken digital signage pilots, and are moving towards full scale rollouts. The potential to deliver targeted messaging and promotions via interaction with shoppers' personal devices will likely improve the impact digital signage has on the decision making process.
  • Digital Signage is Increasingly Viewed as a Competitive Necessity: Deliver relevant stakeholder information. Competition to earn shoppers' business and loyalty is compelling enterprises in all verticals to explore innovative, measurable solutions for attracting new customers, increasing average ticket size, and building loyalty. In service applications, transportation for example, where messaging usually is not directly relevant to the service provided, signage is viewed as a way to improve customer experience.

Other key growth drivers include small and large display size solutions, increasingly strong supplier competition and the availability of less expensive, lower risk SaaSdigital signage software solutions.

Table of Contents

Executive Summary

  • Page 8 Executive Summary - Market Size & Growth
  • Page 9 Executive Summary - Market Size & Growth
  • Page 10 Executive Summary - Growth Drivers
  • Page 11 Executive Summary - Growth Drivers
  • Page 12 Executive Summary - Growth Drivers
  • Page 13 Executive Summary - What's Inhibiting Growth
  • Page 14 Executive Summary - What's Inhibiting Growth, continued

Scope & Methodology

  • Page 16 Scope of the 2011 CET Program
  • Page 17 Key Methodology Components
  • Page 18 Secondary Research

Market Definitions & Segmentation

  • Page 20 Retail automation solutions vary along a number of segment definitions
  • Page 21 Product Category Definition
  • Page 22 Market Segment Definitions & Forecast Terms
  • Page 23 Digital Signage Value Chain
  • Page 24 Digital Signage Value Chain
  • Page 25 Deployment Models
  • Page 26 Content Models
  • Page 27 Content Model Shifting to Ad-Supported
  • Page 28 Digital Signage Value Chain
  • Page 29 Digital Signage Software
  • Page 30 Value Chain Consolidation
  • Page 31 Digital Signage: Moving Beyond the Monitor
  • Page 32 Mobility and Digital Signage - Opportunities Abound
  • Page 33 Mobility and Digital Signage
  • Page 34 Digital Signage Market Commercial Value Chain
  • Page 35 Forecast Assumptions & Considerations
  • Page 36 Digital Signage Market Regional Shipment Model
  • Page 37 Global Shipments of Digital Displays
  • Page 38 Commercial Vs Consumer Displays
  • Page 39 Global Shipments of Media Players
  • Page 40 Global Shipments of Digital Signage Software
  • Page 41 Digital Signage AFSP Decline Drivers
  • Page 42 Digital Signage Global Distribution Preferences
  • Page 43 Digital Signage Vertical Market Share Model

Competitive Analysis

  • Page 45 Competitive Landscape
  • Page 46 Competitive Landscape: Displays
  • Page 47 Competitive Landscape: Media Players
  • Page 48 Competitive Landscape: Software
  • Page 49 Product Development Strategies
  • Page 50 Market Development Strategies
  • Page 51 Channel Development Strategies
  • Page 52 Channel Development Strategies
  • Page 53 Channel Development Strategies

Observations, Expectations & Recommendations

  • Page 55 Summary Observations & Expectations
  • Page 56 Expectations for Digital Signage Evolution
  • Page 57 Technology Trends to Watch

Appendix

  • Page 59 Terms & Definitions
  • Page 60 Terms & Definitions
  • Page 61 Terms & Definitions
  • Page 62 2011 Notice of Copyright

LIST OF EXHIBITS

Exhibits 2010

  • Exhibit 1 Global Shipments of Digital Signage Systems by Region (MILLIONS OF DOLLARS)
  • Exhibit 2 Global Shipments of Digital Signage Systems by Product Type (MILLIONS OF DOLLARS)
  • Exhibit 3 Americas Shipments of Digital Signage Systems by Product Type (MILLIONS OF DOLLARS)
  • Exhibit 4 EMEA Shipments of Digital Signage Systems by Product Type (MILLIONS OF DOLLARS)
  • Exhibit 5 APAC Shipments of Digital Signage Systems by Product Type (MILLIONS OF DOLLARS)
  • Exhibit 6 Global Shipments of Digital Displays by Region (MILLIONS OF DOLLARS)
  • Exhibit 7 Global Shipments of Digital Displays by Region (THOUSANDS OF UNITS)
  • Exhibit 8 Global Shipments of Digital Displays by Region (Average Factory Selling Price)
  • Exhibit 9 Global Shipments of Media Servers by Region (MILLIONS OF DOLLARS)
  • Exhibit 10 Global Shipments of Media Servers by Region (THOUSANDS OF UNITS)
  • Exhibit 11 Global Shipments of Media Servers by Region (Average Factory Selling Price)
  • Exhibit 12 Global Shipments of Digital Signage Software by Region (MILLIONS OF DOLLARS)
  • Exhibit 13 Global Shipments of Digital Signage Systems by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 14 Americas Shipments of Digital Signage Systems by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 15 EMEA Shipments of Digital Signage Systems by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 16 APAC Shipments of Digital Signage Systems by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 17 Global Shipments of Digital Displays Systems by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 18 Global Shipments of Digital Displays Systems by Vertical (THOUSANDS OF UNITS)
  • Exhibit 19 Americas Shipments of Digital Displays Systems by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 20 Americas Shipments of Digital Displays Systems by Vertical (THOUSANDS OF UNITS)
  • Exhibit 21 EMEA Shipments of Digital Displays Systems by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 22 EMEA Shipments of Digital Displays Systems by Vertical (THOUSANDS OF UNITS)
  • Exhibit 23 APAC Shipments of Digital Displays Systems by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 24 APAC Shipments of Digital Displays Systems by Vertical (THOUSANDS OF UNITS)
  • Exhibit 25 Global Shipments of Digital Media Servers by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 26 Global Shipments of Digital Media Servers by Vertical (THOUSANDS OF UNITS)
  • Exhibit 27 Americas Shipments of Digital Media Servers by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 28 Americas Shipments of Digital Media Servers by Vertical (THOUSANDS OF UNITS)
  • Exhibit 29 EMEA Shipments of Digital Media Servers by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 30 EMEA Shipments of Digital Media Servers by Vertical (THOUSANDS OF UNITS)
  • Exhibit 31 APAC Shipments of Digital Media Servers by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 32 APAC Shipments of Digital Media Servers by Vertical (THOUSANDS OF UNITS)
  • Exhibit 33 Global Shipments of Digital Signage Software by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 34 Americas Shipments of Digital Signage Software by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 35 EMEA Shipments of Digital Signage Software by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 36 APAC Shipments of Digital Signage Software by Vertical (MILLIONS OF DOLLARS)
  • Exhibit 37 Global Shipments of Digital Signage Systems by Distribution Channel (MILLIONS OF DOLLARS)
  • Exhibit 38 Americas Shipments of Digital Signage Systems by Distribution Channel (MILLIONS OF DOLLARS)
  • Exhibit 39 EMEA Shipments of Digital Signage Systems by Distribution Channel (MILLIONS OF DOLLARS)
  • Exhibit 40 APAC Shipments of Digital Signage Systems by Distribution Channel (MILLIONS OF DOLLARS)
  • Exhibit 41 Global Shipments of Digital Displays by Distribution Channel (MILLIONS OF DOLLARS)
  • Exhibit 42 Americas Shipments of Digital Displays by Distribution Channel (MILLIONS OF DOLLARS)
  • Exhibit 43 EMEA Shipments of Digital Displays by Distribution Channel (MILLIONS OF DOLLARS)
  • Exhibit 44 APAC Shipments of Digital Displays by Distribution Channel (MILLIONS OF DOLLARS)
  • Exhibit 45 Global Shipments of Media Servers by Distribution Channel (MILLIONS OF DOLLARS)
  • Exhibit 46 Americas Shipments of Media Servers by Distribution Channel (MILLIONS OF DOLLARS)
  • Exhibit 47 EMEA Shipments of Media Servers by Distribution Channel (MILLIONS OF DOLLARS)
  • Exhibit 48 APAC Shipments of Media Servers by Distribution Channel (MILLIONS OF DOLLARS)
  • Exhibit 49 Global Shipments of Digital Signage Software by Distribution Channel (MILLIONS OF DOLLARS)
  • Exhibit 50 Americas Shipments of Digital Signage Software by Distribution Channel (MILLIONS OF DOLLARS)
  • Exhibit 51 EMEA Shipments of Digital Signage Software by Distribution Channel (MILLIONS OF DOLLARS)
  • Exhibit 52 APAC Shipments of Digital Signage Software by Distribution Channel (MILLIONS OF DOLLARS)

Market Share

  • Exhibit V-1 Global Shipments of Digital Signage Displays by Supplier Share (Percent of Dollars)
  • Exhibit V-2 Americas Shipments of Digital Signage Displays by Supplier Share (Percent of Dollars)
  • Exhibit V-3 EMEA Shipments of Digital Signage Displays by Supplier Share (Percent of Dollars)
  • Exhibit V-4 Asia-Pacific Shipments of Digital Signage Displays by Supplier Share (Percent of Dollars)
  • Exhibit V-5 Global Shipments of Digital Signage Media Players by Supplier Share (Percent of Dollars)
  • Exhibit V-6 Global Shipments of Digital Signage Software by Supplier Share (Percent of Dollars)
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