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시장보고서
Networked Digital Televisions and Digital Media Adaptors
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Abstract
Digital Media Adapters emerged into the market in late 2003 with the promise
of bridging personal computing and consumer electronics platforms. However,
since the launch of these products, the stand-alone DMA market has been slow
to achieve any significant market penetration rates. Despite the relatively
slow uptake rate of DMA devices, the inherent functionality of these platforms
correlates extremely well to consumer demand for listening to, and viewing
audio, video and digital imaging content on the TV.
As technologies, standards and semiconductor solutions for the distribution of
content within the home are maturing, DMA functionality lends itself to
integration in certain segments of the Digital TV market. This level of
integration will not be happening in a vacuum. There is a 'perfect storm' of
external factors which will raise consumer awareness for the functionality as
well as motivate manufacturers to integrate DMA functions into DTV platforms.
When considered together, the factors discussed in this report are converging
to create a 'tipping point' which will result in rapid adoption and
proliferation of Digital TV platforms with integrated DMA functions. S2 Data
believes that this new level of integration will not only have a major impact
on the competitive landscape of the DTV market, but will also positively
influence the standalone DMA market.
This report will provide key insights into market forces and technical factors
which will drive DMA functionality into DTVs. The essential platform forecasts
are also presented, enabling the reader to make informed and accurate
strategic business and technology decisions regarding integration of DMA
functionality in DTVs and standalone DMA market strategies.
Table of Contents
- Executive
Summary........................................................................................................................7
- Standalone DMA Platforms: Market Status and Forecast
........................................................8
- Author's Note on Terminology Used in the Report
........................................................9
- Market Performance and
Penetration..........................................................................10
- Consumer Education and Awareness
...................................................................10
- Price Sensitivity
...........................................................................................................11
- Poor Performance and Customer
Satisfaction.....................................................12
- Limited Cross-Product Interoperability
...................................................................12
- Competition From Other
Platforms.........................................................................13
- Integration of DMA into DTVs
......................................................................................................15
- Ease of Integration / Customer Support
Issues.............................................................15
- Integration Timeline and Roadmap
.......................................................................19
- Emerging Business Models / Direct to TV
Content.......................................................24
- Demand for Product
Differentiation..............................................................................27
- Proliferation of Digital Content - Better User Experience
...........................................30
- Digital Still
Cameras...................................................................................................31
- Digital Audio (MP3) Players
......................................................................................33
- Portable Media Players (PMP)
.................................................................................34
- Market Forecasts
...........................................................................................................................37
- Potential Available Market for Integrated DMAs
........................................................37
- Networked DTV Market
Forecast....................................................................................40
- Impact of Integration on Standalone DMA
Market................................................................43
- Stand Alone DMA Market Forecast
...............................................................................43
List of Figures
- Figure 1: Block Diagram of Digital Media Adapter
.....................................................16
- Figure 2: Digital Media Adapter Module
Picture.........................................................19
- Figure 3: Modular Integration and Chip-level Integration Cost Forecast
...............20
- Figure 4: Declining Flat Panel (LCD / PDP) Average Selling
Price.............................29
- Figure 5: Digital Still Camera Forecast (millions of units)
............................................32
- Figure 6: Digital Audio (MP3) Player Forecast (millions of units)
...............................34
- Figure 7: Portable Media Player Forecast (millions of
units)......................................36
- Figure 8: Potential Available Market for nDTV (millions of
units)...............................39
- Figure 9: nDTV Market Forecast (millions of units)
.......................................................42
- Figure 10: Stand Alone DMA Forecast (millions of
units)............................................44
List of Tables
- Table 1: DMA Specifications Summary
............................................................................9
- Table 2: Weighted Average DMA Integration Cost
Forecast....................................23
- Table 3: Digital Still Camera Forecast (millions of units)
.............................................31
- Table 4: Digital Audio (MP3) Player Forecast (millions of
units).................................33
- Table 5: Portable Media Player Forecast (millions of units)
.......................................35
- Table 6: Potential Available Market for nDTV (millions of
units).................................39
- Table 7: nDTV Market Forecast (millions of units)
.........................................................40
- Table 8: Stand Alone Digital Media Adapter Forecast (millions of
units).................43
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