commerce to consumers: gps technology market update · 2014-06-20 · gps/gnss verticals military...
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Copyright © 2014 Consumer Electronics Association. All Rights Reserved. This presentation may
not be reproduced, distributed or used, in whole or part, without prior written approval of the
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Commerce to Consumers: GPS Technology Market Update
Steve Koenig Director, Industry Analysis Consumer Electronics Association
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
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About CEA
• Mission:
– Grow the consumer electronics industry
• More than 2,000 member companies
• Market research, legislative advocacy, technology standards
• Producer of the International CES®
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
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Consumer Electronics Association.
GPS/GNSS Verticals
Military Commercial Consumer
(Devices and LBS)
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SURVEYING
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Global Market Size (est.) 2014 2020
Annual Shipments (000s) 200 320
Installed Base (000s) 550 1,150
Surveying – Global Market Building
Source: GSA, GNSS Market Report issue 3, 2013
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
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Key Manufacturers
Ashtech Deere & Co Hemisphere
Javad Laid
Leica North
Surveying Novatel
Pentax Pulse
Electronics Septentrio
Topcon Trimble Yageo
Corporation
Surveying – Global Market
Source: GSA, GNSS Market Report issue 3, 2013
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AGRICULTURE
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Future Farms: Automatic Steering / VRT Common
Global Market Size (est.) 2014 2020
Annual Shipments (000s) 220 610
Installed Base (000s) 950 2,650
Source: GSA, GNSS Market Report issue 3, 2013
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
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Precision Farming – Global Market
Key Manufacturers
Hexagon Deere & Co Topcon AGCO Corp
Source: GSA, GNSS Market Report issue 3, 2013
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AVIATION
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GNSS Aviation: High Degree of Penetration
Global Market Size (est.) 2014 2020
Annual Shipments (000s) 260 340
Installed Base (000s) 975 1,325
Source: GSA, GNSS Market Report issue 3, 2013
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
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Aviation - Global Market
Key Manufacturers
Honeywell Garmin Rockwell Collins Thales Avionics Universal
Source: GSA, GNSS Market Report issue 3, 2013
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
RAIL
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
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GNSS Rail: Low Volumes / Penetration
Global Market Size (est.) 2014 2020
Annual Shipments (000s) 15 57
Installed Base (000s) 53 270
Source: GSA, GNSS Market Report issue 3, 2013
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
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GNSS Rail – Global Market
Growing support for critical safety functions USA = Positive Train Control
Key Manufacturers
Furuno Leica Omnicom Trimble
CSR-SIRF Japan Radio Co. U-Blox Septentrio
Source: GSA, GNSS Market Report issue 3, 2013
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
MARITIME
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
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Global Maritime GNSS: Safety First
Global Market Size (est.) 2014 2020
Annual Shipments (000s) 117 158
Installed Base (000s) 725 1,050
Source: GSA, GNSS Market Report issue 3, 2013
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
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Maritime – Global Market
Key Manufacturers
Furuno Japan Radio Laird Leica
Novetel Pulse Trimble
Source: GSA, GNSS Market Report issue 3, 2013
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Consumer Electronics Association.
ROADS (VEHICLES)
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
Road GNSS: New Applications on the Horizon
Global Market Size (est.) 2014 2020
Annual Shipments (M) 58 102
Installed Base (M) 240 440
Source: GSA, GNSS Market Report issue 3, 2013
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
Road GNSS – Global Market
Key Manufacturers
Broadcom CSR-SiRF Furuno
Japan Radio Co.
Mediatek Pulse
Electronics
Qualcomm ST Micro U-Blox
Source: GSA, GNSS Market Report issue 3, 2013
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
Recalculating the Opportunity
Source: GSA, GNSS Market Report issue 3, 2013
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
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U.S. PND Market Trend Unit Shipments (000s)
300 550 707
2,284
8,751
15,320 14,870 13,684
12,315
9,325
7,274 6,182
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
HH Penetration:
1%
12%
45%
Source: CEA
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
GPS: In-Vehicle Navigation/Safety
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
U.S. household penetration rate climbing
Source: CEA
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
Autonomous Vehicles Street Legal Testing in:
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Consumer Electronics Association.
LBS (CONSUMERS)
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
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LBS Device Universe Expanding
Global Market Size (est.) 2014 2020
Annual Shipments (M) 1,200 2,200
Installed Base (B) 2.6 5.6
Source: GSA, GNSS Market Report issue 3, 2013
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
LBS GNSS – Global Market
Key Manufacturers
Broadcom CSR-SiRF Fujitsu Ltd. Intel
Mediatek Qualcomm Skytraq
STM Texas Instruments U-Blox
Source: GSA, GNSS Market Report issue 3, 2013
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
U.S. Wireless Handset Volume Trend (Shipments in 000s)
-
50,000
100,000
150,000
200,000
250,0002
00
3
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
20
13
20
14
20
15
20
16
20
17
Cumulative Smartphone Units = 660 million
Source: CEA
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
U.S. Tablet Volumes / Forecast
10,300
31,900
65,000
77,405
89,297
100,599
111,663 119,647
2010 2011 2012 2013 2014 2015 2016 2017
Shipments in 000s
Cumulative Shipments = 274 million
Source: CEA
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
Source: CEA
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
18%
27%
33%
39%
46%
58%
64%
8%
22%
39% 45%
82% 82%
75% 72%
67%
60%
51%
47%
52%
60% 64% 63%
65% 66%
April 2008 April 2009 April 2010 April 2011 April 2012 April 2013 April 2014
U.S. Trends in HH Penetration for Mobile Devices
33
Source: CEA
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
LBS: Gaining Momentum
Apps
Devices
Smartphones
Technology
GNSS, Wi-Fi, etc.
More Use Cases
Connectivity, Sensors, Ecosystem
Accuracy, Power Management, Cost
Key Trends
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
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CE Mega-Trend: Sensorification
• Chorus of sensors in CE
• GPS and Connectivity are crucial
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
Raw Outputs from Sensors … not that interesting!
Accelerometer Gyroscope GPS - GNSS
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
It’s All About Context
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
GNSS LBS: Innovation
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
GNSS LBS: Disruption
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
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Global GNSS Market Summary
GNSS Market 2014 2020
Survey 200 320
Agriculture 220 610
Aviation 260 340
Rail 15 57
Maritime 117 158
Road 58,000 102,000
LBS 1,200,000 2,200,000
Unit Shipments (000s)
Source: GSA, GNSS Market Report issue 3, 2013
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
Consumer Electronics Association.
Cumulative Global GNSS Revenues 2012-2022
Source: GSA, GNSS Market Report issue 3, 2013
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not be reproduced, distributed or used, in whole or part, without prior written approval of the
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Summary
• Location is more important than ever.
• GPS/GNSS is an enabling technology for innovation and disruption.
• Consumer market (Road, LBS) represents biggest opportunity.
• Precision verticals have room to grow
– especially in emerging markets.