Market Overview, By Stephen Montgomery - ElectroniCast
This 2010-2016 market overview is presented for Standard-type versus High Brightness- (HB) type LEDs used in signage and professional displays.
This application category includes covers LEDs that are used in stationary and vehicle-based signs and displays. LEDs are used in building facades, large outdoor video screens, digital billboards, sport/stadium displays, small indoor retail displays, food displays (restaurants/supermarkets), signs on taxis and destination signs on mass-transit vehicles, channel-lettering/light-boxes, LED/LCD TV screens (used exclusively for professional purposes), and the list continues…
High Brightness (HB) light emitting diodes (LEDs), defined by ElectroniCast, are component-level bulbs with a Lumens/Watt rating of 30lm/W and above (>30lm/W); Standard-type LEDs have a Lumen/Watt rating of less than 30lm/W (<30lm/W). The LED market forecast data are segmented by the following functions:
· Consumption Value (US$, million)
· Quantity (number/units: Million)
· Average Selling Prices (ASP $, each
The forecast for each type, in turn, is segmented into geographical region. The market data are segmented into the following geographic regions, plus a Global summary:
- The Americas (North America, Central and South America)
- EMEA (Europe, Middle Eastern countries, plus Africa)
- APAC (Asia Pacific)
Below, are four levels (or “food chain”) of LEDs. For the purposes of THIS ElectroniCast study, we quantify and provide a market forecast for “Level 2”
Level 1 - The chip or die
Level 2 - The LED component (component-level bulb)
Level 3 - LED array; may include optics, heat sink and/or power supply
Level 4 - LED luminaries
Consumption Value: The CONSUMPTION VALUE of a LED is determined by the final application (“end-use”) and ownership of that product. For example, a LED component-level bulb produced in APAC and then the component-level bulb ends-up in a new car manufactured in Europe, and then the car is sold and consumed (consumption) in the USA, will be shown in the database as a LED consumed in America (not APAC and not Europe).
Market Forecast, By Region The 2010 worldwide consumption of light emitting diodes used (consumed) in signage and professional displays reached $1.52 billion. In the year 2016, consumption is forecast to reach $2.78 billion. The America region (South, Central and North America) led in consumption in 2010 and is forecast to expand in value to nearly $855 million. The Asia Pacific region (APAC) is expanding at a faster pace in its use of LEDs in this application; growing at and average annual growth rate of 16.4 percent (2010-2016); therefore, by mid-way through the forecast period, the APAC region is expected to take the lead in relative market share. The Europe, Middle East and African region (EMEA) represented a 24 percent share of global consumption value in 2010 and is also forecast with faster growth than the American region.
Note: Market forecast data in this study report refers to consumption (use) for a particular calendar year; therefore, this data is not cumulative data.
Consumption Value In terms of consumption VALUE, high brightness (HB) LEDs held a relative market share of nearly 65 percent in 2010. HB-LEDs are forecast to maintain the market share lead with 72.5 percent in 2016. The use of HB-LEDs is forecast to increase from to $983 million in 2010 to $2.015 billion in 2016.
Consumption Quantity The market share leader, in terms of volume (the quantity/number of LEDs), are the standard-type LEDs, with 97 percent last year in 2010; however, since there is a huge difference in average selling prices between HB-LEDs and standard LEDs, the HB-LEDs hold the consumption value leadership position.
Average Selling Price The High-Brightness (HB) category also includes Ultra-High Brightness (UHB) light emitting diodes (LEDs with a Lumen/Watt rating of over 70lm/W). The ASP for both conventional (standard) and HB LEDs will decrease annually; however, Ultra High Brightness LEDs (UHB-LEDs) prices have a substantial premium over the HB-LEDS, and although currently there is a relatively small use of UHB-LEDs in this application, as the use of UHB-LEDs increase, the over-all effect shows the HB-LED category with only a slight annual decrease, in terms of average selling prices (2010-2016).
Traditional Lighting Technologies Versus LED based Illumination With on-going evaluations relative to the future of LEDs in architectural illumination; there is a challenge to enter the displacement process versus traditional lighting technologies. There is the need to overcome misconceptions about the true value proposition of LEDs. While some are seeking to replace existing fixtures with LED light bulbs, others recognize the new paradigms that are evolving. LEDs offer a new model for light - digital light - with a set of features that completely change the value proposition of light, the relationship between light and information, how consumers experience light, how they control it, how they can use it.
LEDs in lighting are considered innovation, however, not widely considered an alternative to traditional bulb technology. They are becoming popular and use is increasing, mainly driven by ecological concerns. Sometimes this can be reflected in the marketing approaches of LED lighting equipment makers, which focus on the unique and “eye-catching” color-change effects that can be achieved rather than addressing the needs of the professional lighting market.
For More Information, contact:
stephen_montgomery@electronicastconsultants.com
Web: www.electronicast.com
[1] All values and prices in this report are at factory as-shipped levels, and are in current dollars, which include the effect of a forecasted 5 percent annual inflation rate over the forecast period.
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