INDUSTRY DATA: INFOCOMM MDSS Asia marches on GLOBAL PRO-AV MARKET (2009-15) 120,000
The Asia-Pacific market is expected to more than double in size over the period 2009-15
100,000 21,026 80,000
4,336 5,946
20 16.5% 16.6%
2,847, 3,923
16,069 60,000 262,6 40,000 15,646 20,000 23,178 0 2009 * projected * projected
Paddy Baker takes a look at some of the numbers in InfoComm International’s 2012 Global AV Market Definition and Strategy Studyand finds good news in Asia, not so good in Europe
PROBABLY THEmost detailed picture of the current and future shape of the global AV market comes from InfoComm’s 2012 Global AV Market Definition and Strategy Study, which the industry body released at its tradeshow in Las Vegas in June. The previous study was carried out at the end of 2009 and published in 2010. The survey uses a ‘top-
down, bottom-up’ approach to quantifying the market. That is to say, it uses global revenue figures from manufacturers, but marries this up with market data at regional and sub-regional level. Data is obtained through a mixture of primary (around 175 interviews) and secondary research. The survey is carried out by Acclaro Growth Partners, with data for the projector and display markets contributed by Futuresource and DisplaySearch. The survey values the global
pro AV market in 2012 at $78 billion, up from $56.4 billion in 2009 – a compounded annual growth rate (CAGR) of 11%. This rate of growth is projected to increase to 14% over the period 2012-15, taking the market value to nearly $115 billion in three years’ time.
16 August 2012
Of course, development is not taking place at the same rate everywhere. The fastest- growing region is Asia-Pacific (2009-12 CAGR 16.5%), driven by India and China. Japan, which accounts for nearly a quarter of this segment, has the most mature and sluggish market in the region – if Japan is excluded, the growth figure rises to 19%.
attributes this to the general financial situation in Europe, including eurozone worries.
PRODUCTS The most valuable product category is displays – which includes all direct display devices sold through pro-AV channels, including TVs, monitors, touchscreens, CCTV monitors and stadium-size
$78 billion Value of global pro-AV market, 2012 As well as India and China,
development in the other BRIC countries – Brazil and Russia – is driving the pro-AV market in their regions. The next tier of emerging economies identified by the report is in the MIST countries: Mexico, Indonesia, South Korea and Turkey. The slowest grower is
Europe, at 7.4% annually over the past three years. While this figure is set to improve – the European market is expected to grow by 9.4% per annum over the next three years – it will still be the lowest projected rate anywhere. The MDSS
large displays. This category accounts for 22% of the entire AV market, and CAGR in 2009- 12 is 15% (rising marginally to 16% over the next three years). Growth is being driven by increased adoption of applications such as digital signage, videoconferencing and videowalls. According to the survey, key technology trends that encourage purchase include high brightness, narrow bezels and LCF backlighting. The survey report also notes that “the rampant price erosion that prevailed in 2009 and 2010 has largely stopped”;
manufacturers today are keeping prices stable but adding more features for the same price point. The next most significant
product category (17% of the global market) is AV acquisition and delivery equipment: this umbrella term covers recording media and storage devices, video and audio recorders and players, cameras and imaging devices, as well as editing and production equipment. This is also growing strongly, at 17% CAGR (2012-15), driven by the conversion from analogue to digital technology, as well as
expansion of the broadcast industry. This upward trend has continued against a background of falling prices, which have made the technology for new delivery platforms such as video on demand and IPTV available to new types of customers such as telcos, government bodies and media start-ups. Down from the number two position in the last MDSSto number three in the product category is projectors, with 15% of the market. Its CAGR, at 4%, is the lowest of any product type in the survey. Growth is higher, but still only
GLOBAL DISPLAYS 20,000
Displays remain the largest individual product category in the survey
15,000
205 304
4 10,000
132 185
8 1,745 5,000 3,104 5,389 2,489 0 2009 * projected
www.installation-international.com 2012* 2015* 3,479 To Total C GRotal CAGR
2009 - 2012 15% 2012 - 2015 16% 2009 - 2015 16%
5,508 2,160 9,379
ME/ Africa
L.America Europe
Asia-Pacific N. America
334 499
9 2,700 2012* 2015* 44,408 30,467 44,408 Total CAGR GR
2009 - 2012 11% 2012 - 2015 14% 2009 - 2015 13%
0 Europe North America Asia - Pacific East/Africa ast/
Middle /A
Latin atin Global Global America 5 2,624
1,922 2,624
12,987 24,735 7.4% 39,172 15.1%
ME/ Africa
L.America Europe
Asia-Pacific N. America
15 13.4% 14.0% 14.3% 14.9% 13.8% 11.5% 10 9.4% 9.5% GLOBAL PRO-AV MARKET GROWTH RATES (2009-15) Europe has the lowest CAGR (’09 - ‘12)* CAGR (’12 - ‘15)*
projected growth rate of any territory for both 2009-12 and 2012-15
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