Smart Windows Markets


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Slides from a NanoMarkets webinar that presented findings from the firm's report, "Worldwide Smart Windows Markets 2013"

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Smart Windows Markets

  1. 1. WORLDWIDE SMART WINDOWS MARKETS: 2013- 2020 A NanoMarkets-FlexTech Alliance Webinar Wednesday June 26, 2013 © 2013 NanoMarkets, LC
  2. 2. 2 ABOUT NANOMARKETS LC • NanoMarkets provides industry analysis of advanced materials markets in the energy and electronics sectors. We have been covering these activities for a decade • Our work includes market, company and technology analysis, market forecasting and due diligence. NanoMarkets provides forecasts of all major thin-film/printed markets • Offerings include reports, custom consulting, seminars/webinars and in- house training. NanoMarkets is based in U.S., with extensive contacts all over the world • NanoMarkets has issued many reports on the business opportunities for “smart glass “ technologies. This Webinar is based on “Worldwide Smart Windows Markets: 2013-2020 published by NanoMarkets © 2013 NanoMarkets, 2
  3. 3. WORLDWIDE SMART WINDOWS MARKETS 2013-2020 Published in June of 2013 150 pages Detailed industry forecasts 80 tables Global perspective Link to the report: © 2013 NanoMarkets, LC 3
  4. 4. WHAT ARE SMART WINDOWS? • Self-dimming windows • Self-cleaning windows • Self-repairing windows • BIPV glass • OLED glass • Transparent displays • Low-e glass © 2013 NanoMarkets, LC 4
  5. 5. WORLDWIDE SMART WINDOWS MARKETS ($ Million) 2013 2016 2020 RESIDENTIAL 458 605 896 COMMERCIAL 319 421 646 TRANSPORT 1,555 2,565 3,726 TOTAL 2,332 3,591 5,268 © 2013 NanoMarkets, LC 5
  6. 6. SIX FACTORS SHAPING SMART WINDOWS MARKET • Rising real energy prices • Adding value to commodity glass • Real estate and automotive market recovery? • Specifier skepticism • Regulatory factors • Comfort factors © 2013 NanoMarkets, LC 6 No technology breakthroughs in past year
  7. 7. SPECIAL FACTORS IN TRANSPORTATION • Lowering cost of A/C • Privacy based on the tint level of the film • The "cool" factor when they buy a new car • Aerospace as trend leader © 2013 NanoMarkets, LC 7
  8. 8. SPECIFIER SKEPTICISM – PERCEPTION PROBLEM TO OVERCOME • Cost too high? Consider price delta • Performance not good enough? • Opportunities for pioneering architects and construction firms • Smart windows firms need to spread influence in the specifier community © 2013 NanoMarkets, LC 8
  9. 9. REGULATORY FACTORS • LEED and zero energy in building codes • Consumer labeling • Financial incentives including tax incentives © 2013 NanoMarkets, LC 9
  10. 10. COMFORT FACTORS • Advantages of natural light • Right amount of light for all seasons • Privacy • More glass means smart glass © 2013 NanoMarkets, LC 10
  11. 11. STATE OF THE SW MARKET BY REGION Plusses Minuses Smart Windows Market in 2016 US Housing market growing again May just be a bubble $1.1 billion Europe Focus on sustainable construction Good real estate prospects in Germany Bad economy in many countries $0.9 billion China Specifiers are often Western or Japanese Emerging domestic SW firms Unoccupied buildings $0.6 billion Japan Consumers fond of new technology Undervalued real estate market? Deflating economy © 2013 NanoMarkets, LC 11
  12. 12. PASSIVE SMART WINDOWS TECHNOLOGIES Pros Cons Opportunities Window films Cost effective response to energy price rises Passive tunability Acceptance issues Mature product Passive Thermochromic Performance Limited suppliers Improved response times Passive Photochromic Mature technology Limited suppliers Broader range of dimability © 2013 NanoMarkets, LC 12
  13. 13. PASSIVE RESIDENTIAL SMART WINDOWS MARKETS ($ Million) 2013 2016 2020 WINDOW FILM 179 226 300 THERMOCHROMIC FILM 15 15 19 PHOTOCHROMIC FILM 5 7 11 TOTAL 199 248 330 © 2013 NanoMarkets, LC 13
  14. 14. SMART WINDOWS MARKET EVOLUTION: FROM PASSIVE TO ACTIVE • Real energy price rise drive passive and low-e • Additional control and maturity of passive drives active © 2013 NanoMarkets, LC 14
  15. 15. ACTIVE SMART WINDOWS TECHNOLOGIES Pros Cons Opportunities PDLC Privacy glass market is substantial Opaque in off state Mostly small suppliers Improved manufacturing costs SPD Clear to tinted; broad spectrum of applications Growing in the auto sector Bad at blocking IR One major supplier Cost reductions Electrochromic Electrochromic glass widely used in automotive Electrochromic film seems likely to be confined to niches More cost effective solutions Broad tunability © 2013 NanoMarkets, LC 15
  16. 16. BENCHMARKING OF ACTIVE SMART WINDOWS TECHNOLOGIES PDLC Active On-Demand Smart Windows SPD Active On-Demand Smart Windows Electrochromic Active On- Demand Smart Windows Key advantages PDLC chemistry is relatively easy to produce in a film form Can achieve a highly dark state that blocks 99.5 percent of the entering light, SPD technology does not create a hazy appearance, and the degree of clarity/opacity can be controlled by changing the applied voltage Faster switching time compared to any other technology Key disadvantages It does not completely block the light in the "off" state, and in the "on" state, it has a hazy appearance Not as effective as electrochromic smart windows in blocking IR radiation Cost of manufacturing electrochromic glass is high and is limited to applications that have flat surfaces Cost Moderate Highest High Likely market evolution PDLC will continue to be a niche product for providing privacy in commercial buildings SPD will continue to grow and will have broad adoption in residential and commercial buildings, as well as transportation. Reduction of manufacturing costs and the development of alternative low cost products © 2013 NanoMarkets, LC 16
  17. 17. ACTIVE RESIDENTIAL SMART WINDOWS MARKETS ($ Million) 2013 2016 2020 PDLC 42 70 132 SPD 198 239 271 Electrochromic glass 14 36 123 Electrochromic film 6 13 40 Total 259 357 566 © 2013 NanoMarkets, LC 17
  18. 18. FACTORS FOR SUCCESS IN THE SMART WINDOWS BUSINESS • Technology improvements • Global manufacturing and distribution • Advanced manufacturing technologies for economies of scale • Using established marketing, sales, and service networks • Branding © 2013 NanoMarkets, LC 18
  19. 19. SUMMING UP • Smart windows are driven by rising real energy costs • Shift from passive to active • Limited opportunities for technology breakthroughs and some niche technologies • Strongly dependent on economy • $2.3 billion market in 2013 © 2013 NanoMarkets, LC 19
  20. 20. LAWRENCE GASMAN Mr. Gasman's is the principal analyst and co-founder of NanoMarkets. He is the author of recent studies related to smart glass and windows technologies and market and his consulting clients have included multinationals, start-ups and investors and he has advised them on new product introduction, market positioning and strategy, and sales potential. He has also provided due diligence on mergers and acquisitions for his financial clients and serves on the technology advisory board of a major specialty chemicals firm. Mr. Gasman has also spoken and written widely on the subject of new materials markets. His recent appearances have included talks at Semicon West, 2011Flex, SVC TechCon, and LED/OLED Lighting Japan. Mr. Gasman's latest book is on the commercialization of nanotechnology for Artech House. Mr. Gasman was educated at Manchester University, The London School of Economics and London Business School. © 2013 NanoMarkets, LC 20
  21. 21. 3 CONTACT US © 2013 NanoMarkets, Address: NanoMarkets, LC PO Box 3840 Glen Allen, VA 23058 Telephone / Fax 804-270-1718 804-360-7259 Email / Web 21
  22. 22. THANK YOU FOR YOUR TIME! © 2012 NanoMarkets, LC