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2009 Digital (Solid-State) Head Up Display (HUD) Report

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A study of solid-state Head Up Displays technology and prospects in Automobile and Aircraft Applications

Quick Facts

Date of Release:
Author:

Publisher:
Number of Pages:
Number of Tables:
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April 2009
Mike Kalmanash, Robert Brown, Norbert Hildebrand, Chris Chinnock
Insight Media
137
95
43

The Need:
Vehicular Head Up Displays (HUDs), which are viewed through the windshield and present imagery overlaid on the operator’s real worldview, have been a vital part of tactical military airplanes since the 1970s, where they are essential for successful mission execution. More recently, these displays have moved into the mainstream of civil aircraft (transports and business jets), where they are instrumental in improving safety and all-weather operability. HUDs have long occupied a niche in the automotive market as well. But as HUD technologies and the level of information available for display in vehicles continue to improve, developers and suppliers want to know if their limited market share will increase, based on considerations of safety and convenience.

Early avionic HUDs used CRT image sources, while first- and second-generation automotive HUDs were often based on segmented incandescent or vacuum fluorescent displays. In a convergence of technologies, modern HUDs, regardless of market segment, are incorporating active matrix digital imagers with long-life solid-state illuminators (LEDs or lasers). Scanned laser technology is demonstrating its viability in automotive markets as well.

These advances in HUD technology and performance improvements are expected to continue, and to open new opportunities for HUD users, manufacturers and their suppliers. As a result, there is a need for an evaluation of digital, solid-state HUD technologies, price and performance, and comparison of these parameters to the existing and forecast markets for HUDs across a range of potential applications.

Report Objective:

The objective of this report is to provide product managers, business planners, technologists, engineers, vehicle designers, system integrators and users with the information needed to evaluate new applications for digital HUDs, as well as the performance features and essential technologies needed to make them possible. The required information needed to make these decisions, including technology solution, technology trends, performance data, cost information, sales and market opportunities are forecast from 2009 thru 2013 for the Automotive Market and 2009 thru 2017 for the Aircraft Market.

Detailed analysis of the three main markets and several sub-markets is provided.

Highlights:

Automotive HUDs
- Near Luxury
- Super and High Luxury
- Sports car
Tactical Military Aircraft HUDs
- Retrofit (Kits)
- New Aircraft
- Civilian Aircraft HUDs
Commercial Air Transport
- Business Jets
- Very Light Jets

The report focuses on the expanded range of vehicular HUD applications and key HUD operability and installation characteristics in each major market segment. It describes key parameters and alternative HUD system architectures. This data is then applied to the analysis of the HUD market segments to provide sales and revenue forecasts. The automotive forecasts account for the effects of the current recession.

The report is a major expansion of an initial report published in 2006 and contains groundbreaking new analysis of HUD technology and market forecasting. The report seeks to answer key questions such as:

How are new digital HUD technologies maturing?
What are the key trends in components and HUD systems?
How will price and performance evolve?
What factors will help drive adoption of HUDs in automobiles?
What impact will the recession have on automotive HUD adoption?
What are the prospects for replacing long-life CRT HUDs in tactical aircraft?
How big an opportunity are HUDs in commercial aircraft?
How can component, technology and system players participate in the HUD markets?

Highlights:

Highlights of the technology, market and forecast analysis include:

Detailed analysis of all existing tactical aircraft platforms to evaluate “high likelihood” and “moderate likelihood” for digital HUD upgrades
Evaluation of each group of aircraft with penetration rates and probability of upgrade in three categories (conservative, realistic and optimistic)
Creation of HUD retrofit/kit unit forecast and revenue expectation for tactical aircraft
Evaluation of new tactical aircraft platforms to determine adoption rates of digital HUDs
Forecast of HUD units and revenue for new tactical aircraft
Review of commercial air transport platforms, HUD needs and value proposition and potential penetration rates. Forecasts of HUD units and revenue in commercial air transport.
Review of business jet platforms, HUD needs and value proposition and potential penetration rates. Forecasts of HUD units and revenue in business jets.
Review of very light jet platforms, HUD needs and value proposition and potential penetration rates. Forecasts of HUD units and revenue in very light jets.
Review of near luxury automobiles, HUD needs and value proposition and potential penetration rates. Forecasts of HUD units and revenue in near luxury autos.
Review of super and high luxury automobiles, HUD needs and value proposition and potential penetration rates. Forecasts of HUD units and revenue in super and high luxury autos.
Review of sports car automobiles, HUD needs and value proposition and potential penetration rates. Forecasts of HUD units and revenue in sports car autos.
Evaluation of HUD component technology such as lasers, LEDs, microdisplays, combiners and optics
Evaluation of existing and emerging HUD architectures including panel-based, waveguide type and laser scanning types
Discussion of applications for HUDs and value of integration of functionality into the HUD vs. other options
Profiles of key component and HUD system players
View Table of Contents

The following figure is from the Digital HUD Architectures section of the report, describing the operating principles of the new waveguide HUD developed by BAE systems.

Figure 34: Q-HUD Operating Principles

The following figure provides some of the forecast details for the very light jet HUD market. Similar forecast details are used for the other aviation segments evaluated.

Figure 82: VLJ HUD Forecast

The figure below shows part of the evaluation of the automotive car HUD market where a number of parameters related to the value proposition of the HUD were rated based upon their importance to the consumer and the HUD’s ability to meet the expectations of the consumer (in 2008 and 2013). Forecasts are based upon this and additional analysis.

Figure 54: 2008 and 2013 Sports Car Segment Evaluation

Methodology:
In making market forecasts, detailed analysis of the potential market size – the total available market (TAM) – is performed for each segment and digital HUD penetration rate forecasts are made based on quantitative metrics and inputs from industry leaders. A range of sales and revenue forecasts is provided for each market segment (from optimistic to conservative). The building blocks of these forecasts, including assumptions, are described in the report.

Who Should Buy:

This report should be purchased by anyone interested in the incorporation of non-distracting Head Up Displays in a variety of vehicles.
Business planners responsible for assessing the business potential and market opportunities of projection systems in vehicles.
Product managers for Head Up Display systems.
Engineers and researchers involved in advanced head up projection systems
The report is of value to people planning research, development or products in the avionics and automobile instrumentation markets, including airframers and vehicle manufacturers as well as airlines and defense procurement organizations.
Investors looking for information to support due diligence
Anyone interested in high performance see-through displays.

Associated Reports:

The 2007 Laser Projection Systems companion report evaluates the use of laser light sources in projection displays.
The 2008 LEDs for Projection Systems Report looks at LED performance, costs, coupling in projection systems, thermal management and driving characteristics.
The 2008 LCD Backlight Report discusses the use of HB-LEDs and other light sources as backlights in notebook-size and larger LCD panels.

About the Authors:
The principal authors of the 2009 Solid State HUD Report are Mike Kalmanash, Robert Brown, Norbert Hildebrand and Chris Chinnock. Click here for author bios.

Deliverable:

The report is delivered as a PDF file under a site license agreement. On-site presentations and discussions of the data in this report are also available.

Pricing:

2009 Digital HUD Report	$3,500 for one company site license/one site location
Special Bundle Offer: 2009 Digital HUD Report and 2008 LEDs for Projection Systems Report (normally $2,500)	$5,000 for one company site license/one site location – save $1,000!
Multi-site Report Pricing	Contact: annmarie@insightmedia.info

For custom market segment analyses and/or on-site presentation of the results of this report, please contact Insight Media.

More Information: info@insightmedia.info.

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