What Display Daily thinks: It might be a good day to tick off analysts and market researchers, that’s what Display Daily thinks.
Let’s start with the assumption that analysis and market data is really a form of therapy for companies. I mean, if you don’t know your market, the tech, or the opportunity then you may not want to be in business. Analysts are, almost always, validating someone or something that is already known but needs a sanity check, a fresh perspective, or a neutral analysis.
In the display industry, much like much of the tech industry, when there are a few very dominant companies controlling the supply chain it is pretty hard to offer a path to success for those less fortunate or new to the game. It may be why there are endless, and in my view, repetitive events that cover a technology, like the proliferation of MicroLED conferences, and now AR/VR
Too negative? Okay, I get it, the positive is that we need these forums for the less fortunate and noobs to rub shoulders with the gatekeepers. And, in turn, those gatekeepers need to keep an eye on promising newcomers out of a need to exploit or to crush. It is a merry dance, and I don’t begrudge anyone taking a twirl and a the DJ getting paid for services rendered.
The point I am trying to make is amply demonstrated by the announcement below. Right there, in the text, for all to see, is enough reason to be wary of the potential for automotive HUDs, but the graphic suggests that the heavens are about to open up for the technology. There are no actual dollar numbers so, it could be a market jump from a dollar to twenty dollars in that time span.
What it really points out is that we really have a demand problem for the display industry. We have plenty of information on manufacturing processes, the challenges, the capex, and what Samsung, LG, and Apple are doing. That’s mostly because the Korean press is easier to follow for english speakers while the Chinese press, which has ample coverage of its display giants, tends to be fragmented and harder to validate. It’s a much bigger market with a lot of companies within companies.
None of it solves the issue of addressing the what of display manufacturing, and not the how. The timelines on building out manufacturing capacity, the how, make tracking developments like doing live reports on soil erosion on a plot of land by the coast. There is no minimum viable product (MVP), the what, that can be assessed. There is a disconnect between what could be, what is, and what should be and most of the analysis and market research is, to some extent, useless.
Except, if I have to do a presentation to my management and let them know that we need to build something because I know there is a market. I can feel it. Well, there is a market for automotive HUD, and it should be ubiquitous in all makes and models within the next 5 years. but there is a disconnect between the display industry and the automotive industry in terms of how they choose to see the opportunity.
I don’t need to know the screen technology. I am sure there are really smart engineers who can figure that out once they know what the display requirements are going to be. I need to know what the heck I am building, how does it get used, how is it serviced and maintained, what are the price points for different volume tracks, and so on. It is perfectly reasonable to pursue educated guesswork, and to look for the minimum required technology spend to get a product out the door. It seems unreasonable to build a market on the basis of the display tech.
With automotive, we are talking about very, very long lead times for sales, and all the potential for pullback and cancellation at the last minute. This is not to downplay anything below or to find fault in analysts (you can always try Autosens and get a more impactful set of insights into automotive displays as part of a more integrated approach). I may think that traditional market research and analysis is a dying art, but the profession is not going to disappear any time soon. I am, however, disappointed that the profession has not quite figured out that the real disconnect is between what it covers for the display industry, and what is actually needed to support the market.
Automotive HUD: The Potential
Advancements in automotive heads-up display (HUD) technology are set to improve road safety by reducing the need for drivers to take their eyes off the road, according to a new report by IDTechEx. That’s the gist of PR from the market analyst firm coupled with this teaser to sell some upcoming report.
Currently, TFT-LCD technology dominates the market, favored for its clarity, durability, and cost-effectiveness. However, it offers only a flat, two-dimensional view, which can be a limitation when signaling road obstacles through HUDs. As the automotive industry pushes towards greater safety and less distraction, the report highlights two emerging technologies poised to transform the HUD landscape: computer-generated holography (CGH) and light field displays (LFDs).
Unlike traditional displays, CGH and LFDs can project virtual objects that appear to exist at real distances from the driver, significantly reducing the vergence-accommodation conflict—a common issue in stereoscopic systems that can cause viewer discomfort or nausea over prolonged periods.
IDTechEx notes particular interest in holographic technology for its potential to display crisp, three-dimensional images without resolution loss. This technology utilizes coherent light sources, such as lasers, which maintain high visibility under various lighting conditions, crucial for automotive applications.
However, despite the promising advancements, holographic and light field technologies currently face significant challenges, including higher costs and larger form factors, which currently restrict their use to premium vehicles. Companies are actively working to overcome these barriers by developing more compact and cost-efficient solutions.
In addition to technological innovations, the IDTechEx report also covers regulatory compliance and manufacturing enhancements necessary to meet the stringent demands of the automotive sector.
