North America Head-up Display Market Revenue and Value Chain 2014-2020
Head-up display (HUD) is in form of transparent screen present in front of user. It is an innovative technology developed to assist drivers and pilots to view dashboard data in the user’s field of view. HUDs were previously developed using cathode ray tube (CRT) technology, but are currently available with Liquid Crystal Display (LCD) technology, which gives clearer picture to user. This technology enables users to maintain concentration while driving or flying, thus ensuring their safety. HUD systems are satisfying the security, safety, comfort, and entertainment requirements of its users. HUDs are widely used in commercial and defence airplanes, automobiles, and gaming applications. HUDs in airplanes display information regarding position, radar information, flight path, acceleration, and real time position, which helps pilots to react in timely and rapidly manner. This innovation has slowly made its way into the automotive industry and is currently being considered amongst the prominent driver assistance systems. HUDs in automobiles display GPS information, speed, and engine details on to the windshield of vehicles.
HUD market is expanding because of continuous development in various devices. Advancements in Personal Digital Assistant (PDA) devices and smartphones has triggered the growth of HUD technology, as these small electronic gadgets can be used as complement of HUD for various applications. Besides these advancements, new prototypes have been developed for implementation of this technology in two-wheeler helmets and on-board diagnostic features, thus opening up new scope for applications. Major advantage of Head-Up display is that, it allows driver or pilots to concentrate on their path & simultaneously read any important operational information on the display, it minimizes the possibilities of accidents and gives easy access to information. Some major concern for Head-up display is that many times it creates distraction while driving if continuously any text or voice message flashed. In automobile industry such devices comes with technology of portable multimedia which can read or display your emails, which is also a big distraction.
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Drivers responsible for growth of HUD market in North America region are increasing awareness about active safety systems in automobile & aircraft manufacturing business. Increasing demands of premium and luxury cars also encourages growth of HUD market as HUD act as value added feature for these cars. Luxury car manufacturers like AUDI, BMW and Mercedes are collaborating with HUD manufacturers to introduce HUDs in their cars. HUD technology is still in its initial stages of development, hence required huge amount of investment on research and development activity which is a restraining factor for the growth of market. HUD devices are yet not very much popular for ordinary consumers which also has a small impact on growth of market.
North American HUD market is segmented on the basis of countries, components, technology and applications. It includes countries like U.S and Canada. By components it can be further sub segmented into projection unit, combiners, video generator, display panel, and others. By technology it can be sub segmented as Optical waveguides, Led technology, Cathode ray tube technology, and others. Applications of HUDs are primarily for Military & civil aviation but currently they are used in automobile, infotainment and gaming and sports also.
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Key players in HUD market for North America region are Recon Instruments Inc., Johnson Control Inc., Head Up Technologies Inc. and Liteye Systems Inc. etc. These players are focusing more on research and development activities. In 2013, Recon instruments received significant amount of investment from Intel Capital, which they decided to use for marketing, global sales expansion and product development activity. HUD market is expected to grow rapidly in near future due to increasing use of this technology in automobile industry. Currently, penetration of this technology is under 5% in the automobiles industry, which will increase in future period because of growing awareness towards safety systems.