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Getting a Handle on the Handheld Scanner Market


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The global market for handheld scanners is being considerably impacted by the consumerization of IT and explosion in adoption of mobile internet-enabled consumer handhelds. This, coupled with continued pricing pressures and economic woes, is causing vendors to redefine their product and go-to-market strategies. During this QuickCast, VDC’s Richa Gupta discusses the impact these trends are having on the handheld scanner market and how technology vendors are looking to combat new & emerging challenges.

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Getting a Handle on the Handheld Scanner Market

  1. 1. AutoID Practice QuickCast Getting a Handle on the Handheld Scanner Market June 2012 By: Richa Gupta – Analyst © 2012 VDC Research QuickCast AutoID & Transaction
  2. 2. Recording Available A full audio recording is available for download at: © 2012 VDC Research QuickCast AutoID & Transaction
  3. 3. About Us Market Intelligence for Technology Vendors & Investors  Direct-Contact Primary Market Research  Deeply Segmented Data  Expert Insights  Validated Results Custom Consulting Services for Your Most Critical Business Decisions  Research-Based Consulting  Transparent Tools & Methodology o Highly Customized Survey Guides & Output Templates o Sophisticated Market Estimate & Forecast Models o Detailed, Flexible Stakeholder Maps & Profiles o Industry Development Scenarios o Market Opportunity Fit Screening, Rating & Ranking © 2012 VDC Research QuickCast AutoID & Transaction
  4. 4. Our Core Coverage Areas AutoID Embedded Hardware & Systems Embedded Software & Tools Mobile & Wireless © 2012 VDC Research QuickCast AutoID & Transaction
  5. 5. Ways to Work With UsOur market research is the basis for the many other ways that VDC can help you to grow your business. Our clients rely on us toprovide actionable insights that support their most important strategic initiatives including: corporate developmentprojects, opportunity assessments and lead generation programs. © 2012 VDC Research QuickCast AutoID & Transaction Automation
  6. 6. Today’s Speaker Richa Gupta Analyst Richa is the Barcode Analyst at VDC Research, responsible for covering the global markets for Barcode Scanning and Printing Solutions. Prior to VDC, she worked as an Associate Research Manager in the Customer Satisfaction Management and Measurement (CSMM) division at IMRB International, Mumbai. During the course of her MBA, she also took up a 4-month Internship at a salon chain wherein she was instrumental in designing the Operational Audit format along with being an integral part of the team that set up the software module for achieving operational standardization. Richa has a degree in Computer Engineering from the University of Pune, India and holds an MBA in Retail Management from NMIMS, Mumbai, India.For complimentary insights and marketing data: © 2012 VDC Research QuickCast AutoID & Transaction Automation
  7. 7. Today’s Agenda Handheld Scanner Market Overview What is the Vertical Market Story? Application Development Driving Growth Fear, Uncertainty and Doubt (FUD) in Handheld Scanning Market © 2012 VDC Research QuickCast AutoID & Transaction
  8. 8. Handheld Scanner Market OverviewHighlighting key trends from the Handheld Scanner market in 2011-12Improving price-performance characteristics creating and promoting a migration from handheldlaser scanning to imaging solutions (both 1D and 2D)Consumerization of IT and the “mobile internet” redefining the application development landscapefor barcode scanning solutions o Ongoing shift from compliance to business & operational improvement-related applications o Growing investments in developing ISV partnerships to capitalize on existing market requirementsExpect enterprises to give increasing consideration to imaging solutions as technology refreshcycles come upNew and emerging vendors taking a vertical-ized approach to product marketing and expansion o Alliances with strategic partners are largely under-developed, particularly with the new entrants. o Significant dollars and resources are being invested toward developing the same. © 2012 VDC Research QuickCast AutoID & Transaction Automation
  9. 9. What is the Vertical Market Story?Strong growth expected from non-traditional verticals – Health Care, Government and Commercial Services Handheld Scanner Demand VDC’s forecasts indicate market for general Segmented by Vertical Market purpose handheld scanning solutions 2011= ~$900M expected to out-perform that for industrial- grade devices$1,500 o Broader TAM for general purpose solutions o Expansion opportunity into historically under- penetrated verticals and installation environments$1,000 o No moving parts to misalign or break Fastest growing vertical markets according to VDC’s forecasts, for each of the 3 scanning solutions are: $500 o Laser Scanners – Manufacturing, Transportation & Logistics, Retail o Linear Imagers – Transportation & Logistics, Retail In- Store, (Light) Manufacturing $0 o 2D Imagers – Health Care, Retail, Transportation & 2008 2009 2010 2011 2012 2013 2014 2015 2016 Logistics Government Commercial Services Health Care Services Industrial/Manufacturing Retail In-Store Transportation/Logistics © 2012 VDC Research QuickCast AutoID & Transaction Automation
  10. 10. Application Development Driving GrowthGrowing demand within customer-facing environments for multi-application support – in HealthCare, Retail and HospitalityEnterprises looking to future-proof their 2D Imaging Applications – Health Care,infrastructure investments with devices that: Retail, Hospitality o Have a better price-performance ratio Health Care Retail & Hospitality o Can adequately address & meet next-generation Insurance Card Scanning Mobile Marketing application requirements Medication Administration Age VerificationIncreased use of consumer-grade mobiledevices is having a tremendous impact on Positive Patient Identification Auto-forms Populationretailers’ technology investments – influencingfeature, functionality and application sets Medical Records Management Ticketing & Access ControlAimed at elevating customer experience andproviding highly personalized & tailoredofferings © 2012 VDC Research QuickCast AutoID & Transaction Automation
  11. 11. FUD in the Handheld Scanning MarketMarket of the future – consumer device threat, price competitiveness and economic pressuresThreat posed by Consumer-grade Devices o ISSUE: Widespread use of all-in-one consumer handhelds could potentially negate the need for handheld scanners & imagers at the checkout o PRESCRIPTION: Continue expanding functionalities supported by handheld scanning devices to ensure continued investmentsThreat posed by Emergence of Low-cost Scanners o ISSUE: Traditional market leaders to face increased pricing pressures from regionally-focused, local vendors, particularly in Asia-Pacific o PRESCRIPTION: Increasingly important for vendors to build a local presence in developing economies to stave off growing competitionThreat posed by Economic Pressures o ISSUE: Continued economic volatility could potentially impact investments in and adoption of barcode scanning solutions, with end-users pushing off their refresh cycles o PRESCRIPTION: Vendors need to keep a hand on the pulse of the market and tweak their portfolio & offerings, and pricing strategies to suit existing requirements © 2012 VDC Research QuickCast AutoID & Transaction Automation
  12. 12. For more information please contact: Mike Collette – VP, Sales & Enterprise Accounts | 508.653.9000 x112 Richa Gupta – AnalystFor complimentary insights and marketing data: © 2012 VDC Research QuickCast AutoID & Transaction Automation