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レポート概要
| 本調査資料では、世界のエクステンデットリアリティ（XR）ディスプレイ市場について調査し、イントロダクション、調査手法、エグゼクティブサマリー、市場動向、ディスプレイ種類別（液晶ディスプレイ（LCD）、有機発光ダイオード（OLED）、その他）分析、産業別（ゲーム・エンターテインメント、医療、教育、軍事・防衛、自動車・製造）分析、地域別分析、競争状況、投資分析、市場の将来などの項目を掲載しています。 ・イントロダクション ・調査手法 ・エグゼクティブサマリー ・市場動向 ・世界のエクステンデットリアリティ（XR）ディスプレイ市場規模：ディスプレイ種類別（液晶ディスプレイ（LCD）、有機発光ダイオード（OLED）、その他） ・世界のエクステンデットリアリティ（XR）ディスプレイ市場規模：産業別（ゲーム・エンターテインメント、医療、教育、軍事・防衛、自動車・製造） ・世界のエクステンデットリアリティ（XR）ディスプレイ市場規模：地域別 ・競争状況 ・投資分析 ・市場の将来 |
The Extended Reality Display Market is expected to register a CAGR of 27.68% over the forecast period from 2021 – 2026. The next generation of extended reality systems significantly depends on a technological leap in the optical module’s performance. Advances in image quality, brightness, resolution, and efficient power consumption of the display are sought after to make these extended reality systems a compelling practical and visual experience. Smaller and more efficient displays are essential for the improvement in smart glasses and other extended reality wearables. The microLED panels are gaining significant traction because they offer the potential of substantial reductions in size and power consumption compared to photo-reflective panels such as Liquid Crystal on Silicon (LCoS) Microdisplay.
– Augmented Reality (AR) headsets have been facing many problems, especially when it comes to practical usage. They have low pixel density and brightness and come with high power consumption. To tackle these issues, companies are adopting microLED, which uses very small LEDs for pixels and combines red, green, and blue sub-pixels to reproduce a different color. The microLED displays enable high contrast, high speed, and a wide viewing angle. In addition to these, micro LEDs also offer extra brightness. Big display makers such as Samsung Electronics Co. Ltd. and Sony Corp. are both said to be focused on researching MicroLED tech. They have previously shown off some commercial displays, but still did not manage to develop an affordable product for the consumer market.
– In March 2020, UK-based Micro LED display developer Plessey Company plc focusing on AR/MR display application, announced that it is collaborating with Facebook, providing its technology to support Facebook building prototype and develop new technologies for potential use in the extended reality space. In 2019, Plessey achieved a world first when it built a 1080-pixel, monolithic microdisplay with individually addressable MicroLEDs. Plessey claims that the new design where gallium nitride (GaN) LEDs are fitted onto silicon transistors is a unique solution to micro LEDs’ manufacturing problems. The ‘GaN on silicon’ technology design is the only technology platform capable of addressing all the challenges with microLED’s manufacturing without incurring high costs.
– Extended reality headsets are still struggling to reach the mass adoption phase, despite positive market insights. But this is about to change due to the new Katana waveguides launched by WaveOptics at the beginning of February 2020. Waveguides are the lenses of the wearables. Their shape and size determine the final size, weight, shape, and feel of extended reality glasses. In February 2020, Plessey formed a partnership with WaveOptics; the companies will focus on creating a new optical module, designed specifically for the next generation of smart glasses. The module will incorporate Plessey’s high brightness microLED, native green full HD display, WaveOptics’ Katana waveguide technology, and projector design. Critically, this module is expected to be the smallest and lowest mass AR display module available.
– The outbreak of COVID-19 is expected to accelerate the adoption of extended reality across various sectors. The usage of immersive computing technologies could create new modes for users to experience digital content through computers, mobile devices, and headsets. For instance, retailers could overcome the hurdle by offering services like AR-based’ try and buy’ platforms. The education sector could create virtual classrooms to give students a real-life feel of attending classes. Other classroom activities could be with the help of VR technology, all while sitting in the safe confines of their home. Doctors and nurses, the front row of diagnostics and treatment, are more susceptible to the threat, but with VR-based diagnostics, one doesn’t need to be with the patient until required. Such developments are expected to impact the market positively.
Key Market Trends
Virtual Reality (VR) is Expected to Hold Significant Share among the End-user Industry
– VR headsets have the same broad function as they are supposed to beam sights and sounds at the user’s sensory organs. All virtual reality head-mounted displays (VR HMDs) contain some display technology. The method of making pictures the manufacturer decides to go with has several implications for the final image. Every VR HMD maker has to think long and hard about the compromises they are willing to make when it comes to picture quality. Head-mounted virtual devices come in different shapes and sizes from the minimal Google Glass to the fully immersive HTC Vive. At its core, head-mounted displays (HMDs) consist of two primary structural elements: optics and image displays.
– In February 2020, Japan Display Inc. (JDI) announced that it had launched mass production of a 2.1″ 1058 PPI LTPS TFT-LCD, which is used solely for virtual reality head-mounted displays. Because VR-HMDs demand natural, precise image reproduction, JDI has moved forward with the development of technology that achieves high definition that surpasses 1,000 PPI and reduces both image blurring and latency. The display not only employs a unique optical design to make glasses-type VR HMDs (VR glasses) thinner and lighter but also increases flexibility for the set design by coming in corner-cut shapes. This display is used in VR glasses that have already been introduced to the market, and it is expected that the market will continue to grow as users can more easily experience pleasant VR spaces.
– In January 2020, Sony’s has showcased its unique eye-sensing Light Field Display, which uses high-speed vision sensors and faces recognition algorithms to enable super high precision spatial reality experiences not found in conventional naked-eye 3D displays. According to the company, the technology can be easily applied to VR content, providing a versatile volumetric content creation environment for creators in various fields such as entertainment and product design. Sony offers virtual reality gaming offering, PlayStation VR (PSVR), which the company announced during its keynote presentation at CES 2020 that sales for the PSVR platform had reached a milestone of 5 million units sold.
– Creal is a Swiss startup working on some fundamental display technologies that could make VR headsets more comfortable with more life-like optics. The startup raised a USD 7.4 million Series A in 2019 from Investiere and DAA Capital Partners. In March 2020, the company announced that it received grant funding from the European Union’s Horizon 2020 research and innovation program to continue working on their light-field display tech. In January 2020, Panasonic Corporation announced that it had developed High Dynamic Range (HDR) capable ultra high definition (UHD) virtual reality (VR) eyeglasses, which boasts a comfortable fit that makes users feel the experience of wearing eyeglasses. For the latest VR glasses, Panasonic has developed a high-performance display device in partnership with Kopin Corporation.
North America is Expected to Hold Significant Share
– The North America region is expected to hold significant market share as the U.S. Government is finding both direct and indirect ways to use extended reality technology to facilitate innovation and promote prosperity. The Foreign Service Institute at the State Department has introduced VR as an experiential learning tool in specific training. Elsewhere, several AR and VR training programs have been implemented to develop local workforces and manage wastewater. The region is dominating the market due to factors such as high technology exposure, and easy availability of resources has created a robust demand for extended reality devices. Several companies in the region are deploying innovative displays into their AR/VR wearables.
– In February 2020, SA Photonics, California-based company, announced its PilotVision AR display’s first commercial sale. The headset-mounted system, designed specifically for commercial aviation, was announced at EAA AirVenture Oshkosh in August 2019. PilotVision clips on to a set of communications headgear and give situational awareness with high brightness symbology over a very large 62-degree field of view, with almost zero peripheral obscuration. The AR display interfaces with a standard attitude and heading reference system (AHRS), and does not need to be plugged into aircraft electronics, allowing installation in seconds.
– In December 2019, Qualcomm Technologies, US-based company, announced the Qualcomm Snapdragon XR2 Platform, a 5G-supported extended reality (XR) platform. The platform unveils custom features and has multiple that can be scaled across augmented reality (AR), virtual reality (VR), and mixed reality (MR). The Snapdragon XR2 display panel offers up to 3K by 3K resolution per eye at 90 fps and is the first XR platform that supports 8K 360-degree videos at 60 fps for photorealistic visuals in local playback and streaming. Custom silicon was developed for unique AR displays, which could reduce overall system latencies to maintain immersive AR experiences.
– During SIGGRAPH, an annual conference on computer graphics in Los Angles, Nvidia showcased a novel display technology that has surpassed the design constraints of existing display techniques through optical and mechanical elements GPU computation for Machine learning and rendering. The headset is coupled with two displays per eye: a high resolution with a small field of view used for the portion where the user is fixated, which results in producing a sharp image on the retina; and a low-resolution display for peripheral vision resulting in better user experience with efficient use of power to render the graphics in view. Such innovations are expected to augment the extended reality display market in the region.
Competitive Landscape
The extended reality display market primarily comprises multiple domestic and international players in a moderately fragmented and highly competitive environment. Significant players in the market include Sony Corporation, Samsung Electronics Co., Ltd., Kopin Corporation, Japan Display, Inc., etc. Technological advancements in the market are also bringing considerable competitive advantage to the companies, and the market is also witnessing multiple partnerships.
– June 2020 – Kopin Corporation announced its latest Lightning OLED display (2560 x 2560 resolution) has now achieved breakthrough color fidelity ( greater than 115% sRGB). This fidelity number is the world’s highest achieved on duo-stack OLED microdisplays and equal to that on the best single-stack OLED microdisplays. This OLED display is aimed at high-performance virtual reality/augmented reality/mixed reality (VR/AR/MR) headsets.
– July 2020 – SCHOTT, a manufacturer of optical materials and components for Augmented Reality (AR) waveguides, formed a partnership with Lumus, manufacturer of reflective waveguide displays. Under the agreement, Lightguide Optical Elements (LOEs) offered by Lumus, including the latest Lumus Maximus, are now manufactured by SCHOTT.
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1 INTRODUCTION
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
2 RESEARCH METHODOLOGY
3 EXECUTIVE SUMMARY
4 MARKET DYNAMICS
4.1 Market Overview
4.2 Market Drivers
4.2.1 Rising adoption of AR and VR applications across multiple end-user industries
4.2.2 Significant technological advancement across micros displays such as MicroLEDs
4.3 Market Restraints
4.3.1 Complex manufacturing process involved for the production of displays
4.3.2 Limited content available for the extended reality wearables
4.4 Industry Attractiveness – Porter’s Five Force Analysis
4.4.1 Bargaining Power of Suppliers
4.4.2 Bargaining Power of Buyers
4.4.3 Threat of New Entrants
4.4.4 Intensity of Competitive Rivalry
4.4.5 Threat of Substitutes
4.5 Assessment on the impact due to COVID-19 on the market
4.6 Technology Snapshot
4.6.1 Virtual Reality
4.6.2 Augmented Reality
4.6.3 Mixed Reality
5 MARKET SEGMENTATION
5.1 By Display Type
5.1.1 Liquid Crystal Displays (LCD)
5.1.2 Organic Light-Emitting Diode (OLED)
5.1.3 Other Display Type
5.2 By End-User Industry
5.2.1 Gaming and Entertainment
5.2.2 Healthcare
5.2.3 Education
5.2.4 Military and Defense
5.2.5 Automotive and Manufacturing
5.2.6 Retail
5.2.7 Other Applications
5.3 By Geography
5.3.1 North America
5.3.2 Europe
5.3.3 Asia-Pacific
5.3.4 Rest of the World
6 COMPETITIVE LANDSCAPE
6.1 Company Profiles
6.1.1 Sony Corporation
6.1.2 Samsung Electronics Co., Ltd.
6.1.3 Kopin Corporation
6.1.4 Japan Display Inc.
6.1.5 Plessey Company plc
6.1.6 eMagin Corporation
6.1.7 LG Display Co., Ltd.
6.1.8 Lumus, Ltd.
6.1.9 Seiko Epson Corporation
6.1.10 BOE Technology Group Co., Ltd.
6.1.11 Realfiction Holding AB
6.1.12 SA Photonics, Inc.
7 INVESTMENT ANALYSIS
8 FUTURE OF THE MARKET