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Touch Screen Sensor Technology – How to Penetrate the Flexible Electronic Devices Market with a Tailor-Made Business Plan

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Touch Screen Sensor Technology – How to Penetrate the Flexible Electronic Devices Market with a Tailor-Made Business Plan TOUCH SCREEN SENSOR TECHNOLOGY – HOW TO PENETRATE THE FLEXIBLE ELECTRONIC DEVICES MARKET WITH A TAILOR-MADE BUSINESS PLAN ERINA SUZUKI A THEMATIC PAPER SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF MANAGEMENT COLLEGE OF MANAGEMENT MAHIDOL UNIVERSITY 2018 COPYRIGHT OF MAHIDOL UNIVERSITY Thematic paper entitled TOUCH SCREEN SENSOR TECHNOLOGY – HOW TO PENETRATE THE FLEXIBLE ELECTRONIC DEVICES MARKET WITH A TAILOR-MADE BUSINESS PLAN was submitted to the College of Management, Mahidol University for the degree of Master of Management on January 6, 2018 ………………………..…...………...... Miss Erina Suzuki Candidate ........................................................... .............................................................. Simon Zaby, Asst. Prof. Astrid Kainzbauer, Ph.D. Ph.D. Advisor Chairperson ........................................................... .............................................................. Duangporn Arbhasil, Assoc. Prof. Gerard Tocquer, Ph.D. Ph.D. Dean Committee member College of Management Mahidol University ii ACKNOWLEDGEMENTS I am using this opportunity to express my gratitude to everyone who supported me throughout the course of this International Management’s company project. I am thankful to their aspiring guidance, friendly advice and support during the project work. With the team of four different origins such as Argentina, Netherland, France and Thailand, I had experienced the invaluable knowledge throughout the real cross cultural group work. I am sincerely grateful to them for sharing and commenting the information towards the project. I also would like to express my warmest appreciation to Asst. Prof. Astrid Kainzbauer who supported me in every angles and gave me the opportunity to study in Toulouse. This opportunity is my life’s treasure that creates the valuable knowledge and experiences as master degree’s student. Without your guidance and the advice, this study and the project would not have been completed. In addition, I would like to express my gratitude to my family to understand my life goal and never stop supporting, my friends who were always with me when needed and my colleagues who supported me during my absence. "Coming together is a beginning. Keeping together is progress. Working together is success." --Henry Ford Erina Suzuki iii TOUCH SCREEN SENSOR TECHNOLOGY – HOW TO PENETRATE THE FLEXIBLE ELECTRONIC DEVICES MARKET WITH A TAILOR-MADE BUSINESS PLAN ERINA SUZUKI 5849208 M.M. (GENERAL MANAGEMENT) THEMATIC PAPER ADVISORY COMMITTEE: SIMON ZABY, Ph.D., ASST. PROF. ASTRID KAINZBAUER, Ph.D., ASSOC. PROF. GERARD TOCQUER, Ph.D. ABSTRACT Nanomade is a start-ups company located in Toulouse, France which owns the touch screen sensors. They conduct the research and development about the sensor that can be used on the electronics devices screen such as tablet and smart phones. The company would like us to study the touch screen devices market and to perform the business model how to penetrate the possible market. Their products have high level of technology, but it was necessary to educate the market to understand the value and to be demanded by the customers who are in the business to business clusters. We created the short and long term recommendation in order to meet the company’s requirements. KEY WORDS: France/ Touchscreen/ Electronic devices/ Technology/ Startups 94 pages iv CONTENTS Page ACKNOWLEDGEMENTS ii ABSTRACT iii LIST OF TABLES vii LIST OF FIGURES viii CHAPTER I INTRODUCTION 1 1.1 Background 1 1.2 Problem Statement 1 1.3 Research Objectives 2 CHAPTER II LITERATURE REVIEW 3 2.1 Consumer Electronics Market 3 2.1.1 Analog and Digital TV 4 2.1.2 Telecommunications 4 2.1.3 Computing Electronics 5 2.1.4 Medical Electronics 6 2.1.5 Industrial Electronics 6 2.1.6 Aerospace & Defense 6 2.2 Display market 6 2.2.1 Key Players: Global Display Market 7 2.3 Flexible Electronics Market 7 2.3.1 Key Players: Global Flexible Electronics Market 8 2.4 Introduction to the Flexible Display Market 8 2.4.1 Key Players: Global Flexible Display Market 10 2.4.2 Segmentation of the Flexible Display Market 11 2.5 Applications for Flexible Display 12 2.6 Technology for Flexible Displays 13 2.6.1 OLED/ AMOLED 14 2.6.2 LCD 19 v CONTENTS (cont.) Page 2.6.3 EPD 21 2.7 Components and Materials for Flexible Displays 23 2.7.1 Glass and Flexible Glass 25 2.7.2 Key Players: Flexible Glass 26 2.8 Key Take-Away and Insight of Part A 26 2.8.1 Overall Electronics market 26 2.8.2 Applications 27 2.8.3 Technologies 27 2.8.4 Materials and components 28 CHAPTER III RESEARCH METHODOLOGY 29 3.1 The Five Force Model 29 CHAPTER IV FINDINGS AND DATA ANALYSIS 30 4.1 Industry Rivals (Low - Moderate) 30 4.1.1 Scope of Study 30 4.1.2 The strategic focus 31 4.1.3 Industry rivals analysis 31 4.2 Bargaining Power of Suppliers (Moderate) 36 4.2.1 Scope of study 36 4.2.2 When do suppliers have power? 36 4.2.3 Supplier’s bargain power in this industry will be defined through the following parameters 36 4.2.4 Consequences of having powerful suppliers 36 4.3 Bargaining power of Suppliers per group of suppliers 38 4.3.1 Power of Flexible Encapsulation suppliers (High) 38 4.3.2 Power of Substrate suppliers (Low) 41 4.3.3 Power of Conductive track suppliers (moderate) 44 4.4 Bargaining Power of Buyers (Moderate) 47 4.4.1 Types of buyers: 47 vi CONTENTS (cont.) Page 4.4.2 Bargaining power of Buyers (Moderate) 48 4.4.3 Choosing the right buyer 49 4.4.4 Importance of flexible sensors in flexible electronics industry 49 4.5 Threat of New Entrants (Low) 50 4.6 Threat of Substitutes (Moderate – High) 50 4.6.1 Scope of study 50 4.6.2 Threat Level per Substitute 51 4.7 Key Insights 59 4.7.1 Pace of Innovation is key in this industry 59 4.7.2 Integration is the major trend 60 CHAPTER V RECOMMENDATIONS 62 5.1 Short-Term Recommendation 62 5.1.1 The Direct route to buyers: 62 5.1.2 Why reaching forward? 62 5.1.3 Possible Targets 63 5.2 Long-Term Recommendations 64 5.2.1 Why Co-development with Substitutes ? 65 REFERENCES 67 APPENDICES 76 Appendix A: Proportion of Force Sense technology expected in the Consumer Electronics market 77 Appendix B: Overview Forecasts (Flexible) Consumer Electronics, Displays & Force Sense 79 Appendix C: Industry Rivals Description” from Five-Forces Model in Part B 82 BIOGRAPHY 94 vii LIST OF TABLES Table Page 2.1 Global Electronics Market Revenues per industry in 2018 3 2.2 Telecommunication Electronics Revenue Forecast 2014-2018 5 2.3 Computing Electronics Revenue Forecast 2014-2018 5 1.4 Flexible display Market Forecast by form factor 9 2.5 Plastic and Flexible AMOLED Electronics 12 2.6 Flexible Display Market Forecast 13 2.7 Flexible Display Market Forecast 14 2.8 Flexible Display Market Share by Technology (Shipment Unit) 18 2.9 LCD leader in Flat (non-flexible) Display Market 20 2.10 Global EPD Market Revenue and (Expected) Growth (2013-2022) (US$ Mn) (Y-o-Y %) 22 2.11 AMOLED Equipment Revenue by Process Type 23 4.12 Major Types Of Flexible Substrates (Yole Développement institut - 2016) 24 3.1 Five Force Model for Nanomade’s direct industry 29 4.1 Features of Competitive Rivalry 30 4.2 Flexible Glass Based Encapsulation Layers 42 4.3 Share of ITO Replacement in the Conductive Market (in Million $) 46 4.4 Market forecast Printed, Organic & Flexible Electronics by component type in US$ billions 49 4.5 Facebook’s patent for 3D gesture system 54 4.6 Microsoft Patent for tracking movement on PC’s 55 4.7 Apple In-air gesturing and optical pattern projection patent request 56 4.8 Industry Integration Strategies 61 5.1 Reaching Forward 62 5.2 Co-develop with substitutes 65 viii LIST OF FIGURES Figure Page 2.1 Global Electronics Market Revenues per industry in 2018 3 2.2 Telecommunication Electronics Revenue Forecast 2014-2018 5 2.3 Computing Electronics Revenue Forecast 2014-2018 5 1.4 Flexible display Market Forecast by form factor 9 2.5 Plastic and Flexible AMOLED Electronics 12 2.6 Flexible Display Market Forecast 13 2.7 Flexible Display Market Forecast 14 2.8 Flexible Display Market Share by Technology (Shipment Unit) 18 2.9 LCD leader in Flat (non-flexible) Display Market 20 2.10 Global EPD Market Revenue and (Expected) Growth (2013-2022) (US$ Mn) (Y-o-Y %) 22 2.11 AMOLED Equipment Revenue by Process Type 23 4.12 Major Types Of Flexible Substrates (Yole Développement institut - 2016) 24 3.1 Five Force Model for Nanomade’s direct industry 29 4.1 Features of Competitive Rivalry 30 4.2 Flexible Glass Based Encapsulation Layers 42 4.3 Share of ITO Replacement in the Conductive Market (in Million $) 46 4.4 Market forecast Printed, Organic & Flexible Electronics by component type in US$ billions 49 4.5 Facebook’s patent for 3D gesture system 54 4.6 Microsoft Patent for tracking movement on PC’s 55 4.7 Apple In-air gesturing and optical pattern projection patent request 56 4.8 Industry Integration Strategies 61 5.1 Reaching Forward 62 5.2 Co-develop with substitutes 65 1 CHAPTER I INTRODUCTION 1.1 Background The mission the team had assigned from IAE Toulouse - École de Management of Université Toulouse 1 Capitole as the junior consultant in the company called “Nanomade”, were to study the touch screen devices market and to perform the business model how to penetrate this specific market with their patented technology. The company has the technology that developed since 2010 as a prototype but now their technology was concreted and be able to be used in the consumer electronics, so they would like to reach the market to increase their sales and revenues, but because of the uniqueness of their product, the market need to be studied in deep perspective and make them be able to reach the targets.
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