Major Expectations-driven Potential Growth

Strategic Analysis of the North America and European Smart Windows Market addresses the birth and growth of the four most popular smart windows technologies. These are thermochromics, electrochromics, liquid crystal, and suspended particle displays. In this research service, two regions are analyzed: Europe and North America. Company profiles, drivers, and restraints to market and segment growth, CEO's perspective and Mega Trends are analyzed. This study covers the period that goes from 2012 to 2018. In addition, CAGR, competitive factors, market features, and measurements are found.

Executive Summary

-The smart windows market in North America was worth $xx million in revenue in 2013, while in Europe it was $xx million. Together they reached $xx million.
-The compound annual growth rate (CAGR) at which the North American market will grow during the period 2013 to 2018 is xx%, and the European market will grow at xx% during the same period of time. The total CAGR will be xx%.
-This market is in growing stage, with major opportunities for innovation in the short and mid term, specially in the electrochromic, liquid crystal, and suspended particle display segments.
-The glass market can be divided into the following segments according to the technology applied:
oPassive smart glass (does not involve an electrical interface): photochromic and thermochromic
oActive smart glass (involves an electrical interface): Electrochromic, liquid crystal, and suspended particle device
-The smart windows market is growing in North America faster than in Europe due to economic conditions.
oThe US is in recovery because of the 2008 financial crisis, and the housing and constructions sectors of the economy are both growing at a fast pace. Europe is still in crisis, and the major reason why growth of this market is slower is due to Europeans being more moderate in change.
oSome of the biggest smart glass companies are SAGE Electrochromics, Saint-Gobain, AGC, and Guardian Industries.

CEO’s Perspective

- The total smart windows market will keep growing with a CAGR of xx% from 2013 to 2018, reaching $xxmillion in 2018.
- The total smart windows market will keep growing with a CAGR of xx% from 2013 to 2018, reaching $xxmillion in 2018.
- Expansion of construction and the will to save energy will fuel smart windows market growth.
- Patents obtained by current competitors will constitute a barrier to the entry of new participants.
- Reaching scale will cause costs to drop, making smart windows less expensive.

Market Overview

-Smart glass, magic glass, or switchable glass for the construction industry refers to a glass used in buildings that switches from clear to dark in response to a certain stimulus. This stimulus can be sun light, electricity, or temperature.
-What is crucial about smart windows is that they save energy by saving costs in lighting, air-conditioning, and heating.
-The product scope was selected according to technology breakdown: electrochromic, thermochromic, suspended particle display (SPD), and liquid crystal (LC).
-Even though the photochromic segment belongs to the switchable glass category, this type of glass is not used for the construction industry and it is used mostly for sunglasses. It goes from light to dark when exposed to UV rays but it has two deficiencies: the user is not able to control it and it does not have a wide dynamic range (an appealing feature when choosing a type of smart glass).
-Because photochromics are not used for buildings, despite the fact that its usage is largely disseminated, it will not be included in the product scope, and this segment will not be analyzed.
This study is segmented by product type, as follows:
-Passive smart glass (does not involve an electrical interface):
oThermochromic
-Active Smart Glass (involves an electrical interface):
oElectrochromic
oLiquid crystal
oSuspended particle device
-The geographic scope is composed of two areas: the European Community and North America (US and Canada)

Definitions

Base Year Market Growth Rate : Determining the base year market growth rate entails measuring the change in the market growth rate in relation to the previous year.
Revenue : The market size in terms of revenue is calculated by measuring the total market of consumed (not produced) products for the current year. Revenue is measured in US. dollars, unless otherwise indicated.
Potential Revenue : The forecast for potential market revenue is a measurement of the future market based on estimations and market participants’ opinions. This study includes a 5-year forecast of the dollar sales for each year. The measurement should be used only as a rough indicator of the general trend of the market. The revenue forecast is uncertain due to local inflation levels and expected changes in international prices of raw materials.
Compound Annual Growth Rate (CAGR) : The measurement of the CAGR from the base year (2013) to the end of the forecast period (2018) reflects the projected growth rate of the market.
Units and Potential Units :The market size in terms of units is calculated by measuring the total market of produced products for the current year. The forecast for potential unit shipment is a measurement of the future market based on estimations and market participants’ opinions. This study includes a 5-year forecast of the unit shipment. The measurement should be used only as an indicator of the general market trend.
Degree of Competition : Competitiveness is a relative measurement that gauges the level of competition in the market. It is ranked from lowest to highest, 1 to 10 respectively.

Key Questions This Study Will Answer

- Is the market for smart glass growing, how long will it continue to grow and at what rate?
- Are the existing competitors in the smart glass market structured correctly to meet customer needs?
- Is this an industry or a market? Will these products continue to exist or will they become out of fashion?
- How will the structure of the market for smart glass change over time? Is it ripe for acquisitions?
- Are the products offered today meeting customer needs or is there additional development needed?
- Are the vendors in the space ready to go it alone, or do they need partnerships to take their business to the next level?

Table Of Contents

Table Of Contents
Executive Summary
Market Overview
Total Smart Windows Market
External Challenges: Drivers and Restraints
Forecast and Trends
Market Share and Competitive Analysis
Mega Trends and Industry Convergence Implications
The CEO’s 360 Degree Perspective
Electrochromic Segment Breakdown
Liquid Crystal Segment Breakdown
Suspended Particle Display Segment Breakdown
Thermochromic Segment Breakdown
The Last Word
Appendix

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