Windows 8 Expected to Trigger Global Growth in Touch-Enabled Notebook PCs, According to NPD DisplaySearch

Notebook PC Manufacturers Look to Touch Screen Technology to Reinvigorate Stagnating Sales

Sort Date: 04152013

SANTA CLARA, CALIF., April 15, 2013—According to the latest Touch Panel Market Analysis Report from NPD DisplaySearch, manufacturers are hoping that Microsoft’s Windows 8 operating system will trigger growth in the already mature notebook PC market in 2013. The penetration of touch screens in notebook PCs was under 3% in 2012, but is expected to grow to more than 12% in 2013. This compares to touch-screen penetration of 77% in mobile phones and 100% in tablet PCs.

Along with the conventional clamshell designs, several new form factors for Windows 8 notebook PCs, including flip and convertible, have been created to attract end users. New touch-screen-enabled PCs running Windows 8 incorporate the conventional Aero desktop mode and the Metro mode, a touch-enabled user interface with a tile design.

According to Calvin Hsieh, research director at NPD DisplaySearch, “Touch-screen and PC manufacturers are looking carefully at how successful these initial Windows 8 touch-screen notebook models are in the market, as the touch-screen module requirements for Windows 8 increase module costs, and those requirements are difficult to meet in high volume production.”

Figure 1: Notebook PC Form Factors Available in the Market

#

Design Type

Description

1

Clamshell with track pad

No touch screen.

2

Clamshell with touch screen

Touch screen on traditional form factor.

3

Flip design with built-in keyboard

Touch screen and keyboard modes are switched by changing the device from clamshell to slate.

4

Detachable with bundled docking kit

Tablet PC (no keyboard) sold with docking kit (keyboard, I/O ports and battery).

5

Detachable without keyboard

Tablet PC (no keyboard), optional keyboard not included.

Source: NPD Displaysearch Q1’13 Touch Panel Market Analysis Report

Hsieh added, “When consumers consider purchasing a notebook computer with touch-screen functionality, the cost of the device is more important than its form factor. If prices decline sufficiently then penetration of touch into the 200 million unit global market and growth in larger screen sizes would drive significant growth for touch screens in the coming quarters.”

Lenovo, HP, and other PC brands have been introducing touch screens for their new notebook PC products. Hsieh continued, “Touch module bill-of-materials (BOM) costs range between $50 and $80 for notebook PC sizes, not including the cost of optical bonding. Notebook PC brands need a lower-cost touch solution in order to lower barriers to consumer adoption.”

One approach to lowering cost is to choose strengthened sensor glass(SSG) rather than the one glass solution (OGS) for notebook touch integration, but this may require changes to Windows 8’s requirements. Another approach would be to eliminate optical bonding, leaving an air gap between the touch sensor and the display.

For more detailed information on shifts in the touch-screen market, contact Charles Camaroto about the Touch Panel Market Analysis Report, or contact your regional DisplaySearch office in China, Japan, Korea, or Taiwan.

About NPD DisplaySearch
NPD DisplaySearch, part of The NPD Group, provides global market research and consulting specializing in the display supply chain, including trend information, forecasts and analyses developed by a global team of experienced analysts with extensive industry knowledge. NPD DisplaySearch supply chain expertise complements sell-through information from The NPD Group, thereby providing a true end-to-end view of the display supply chain from materials and components to shipments of electronic devices with displays to sales of major consumer and commercial channels. For more information, visit us at http://www.displaysearch.com/. Read our blog at http://www.displaysearchblog.com/ and follow us on Twitter at @DisplaySearch.

About The NPD Group, Inc.
The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth. Sectors covered include automotive, beauty, consumer electronics, entertainment, fashion, food/foodservice, home, luxury, mobile, office supplies, sports, technology, toys, and video games. For more information, visit http://www.npd.com/ and npdgroupblog.com. Follow us on Twitter: @npdtech and @npdgroup.

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