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fe- Dataoyest OMporatnn Research Newsletter SUMMARY ESAM Code: Vol. 11, Newsletters 1988-7 0002085 EUROPE REFRESHES ITS STAGNANT WHITE GOODS MARKET The European white goods market is estimated to be worth $12.5 billion in 1988. This newsletter provides Dataquest's forecast for this white goods market (major household appliances) and a brief overview of the major white goods manufacturers in Europe. Low growth in the European white goods market, combined with overcapacity in the industry, has resulted in a massive restructuring of the major manufacturing companies and a shake-out among the smaller manufacturers. Many mergers have taken place over the last few years, of which the most noticeable have been the Whirlpool/Philips merger and Electrolux/Zanussi/Thorn-EMI mergers, with both companies vjang to become the dominant market leader. These events can be compared with what has happened in the automotive industry, where the market is fragmenting between high-volume, low-cost suppliers and low-volume, high-cost luxury model suppliers. AEG and Bosch-Siemens, following the German tradition, are becoming luxury model suppliers, while Electrolux and Philips are targeting the low-cost, high-volume end of the market. MARKET ESTIMATES Tables 1 and 2 show Dataquest's estimates for the European white goods market in both dollar and unit terms. © 1988 Dataquest Incorporated December—Reproduction Prohibited The corOent
Air Conditioners Microwave Ovens Washers, Dryers Refrigerators Dishwashers, Disposals Ranges, Ovens Vacuum Cleaners Food Processors Heaters Others Total Air Conditioners Microwave Ovens Washers, Dryers Refrigerators Dishwashers, Disposals Ranges, Ovens Vacuum Cleaners Food Processors Heaters Others Table 1 Estimated and Forecast European White Goods Market (Millions of Dollars) 1988 $ 16 232 3,499 2,609 748 2,181 1,243 326 1,212 480 1985 $ 30 114 2,797 2,021 583 1,840 1,080 273 1,140 437 $10,315 1989 $ 17 380 3,375 2,664 791 2,284 1,197 333 1,236 488 Estimated 1986 $ 18 162 3,105 2,293 655 2,064 1,176 308 1,235 452 $11,468 Forecast 1990 1991 $ 20 401 3,260 2,738 842 2,291 1,201 349 1,261 496 $ 21 422 3,149 2,812 893 2,296 1,204 356 1,286 496 1987 $ 17 191 3,213 2,380 702 2,043 1,187 323 1,260 466 $11,782 1992 $ 23 445 3,041 2,868 925 2,301 1,260 374 1,312 512 1993 $ 26 469 2,938 2,942 1,000 2,374 1,292 387 1,338 528 Total $12,546 $12,765 $12,859 $12,935 $13,061 $13,294 Source: Dataquest December 1988 © 1988 Dataquest Incorporated December ESAM Newsletter
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European Semiconductor Application
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Dataquest a company of The Dun& Bra
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i EUROPEAN SEMICONDUCTOR PROCUREMEN
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Europe-based manufacturers were con
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Table 2 (Continued) Major Semicondu
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Page Printers Page printers are com
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PRINTER INDUSTRY DEFINITIONS APPEND
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TABLE 1 Benefits from Electronic Fu
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TABLE 3 Key Electronic Electricity
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DataQuest aaMTipanyof ThcDunSTBrads
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ESAM 0002383 Parcemoea 100% f Figur
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Which Computer? The computers purch
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Atari, which became the number one
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However, although there can be litt
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DATAQUEST CONCLUSIONS The assertion
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1,200 1,000 800 600 400 200 0004613
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COMPETITIVE ENVIRONMENT IN THE UNIT
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However, having overcome the techni
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0004614-1 Figure 1 Cell-Repeat Patt
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Registration Within the system, a n
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i^M$M:M DataQuest accmipanyof ihe D
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30 minutes to 600 minutes by 1995.
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"Think Global—Act Global" Jose Me
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"Telecommunications Technologies fo
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Mv^-y5t5;fsi ^ci Research DataQuest
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Figure 2 Difference between Semicon
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Dataquest anticipates an era of gre
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fflOH GROWTH RATE ATTRACTS MANY NEW
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* Average selling prices (ASPs) wil
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DATAQUEST CONCLUSIONS The rapid ini
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Experienced disk drive producers we
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The Japanese may well make further
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CORDLESS STANDARDS CT2 cordless tec
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CT2's strengths reside in its appli
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The Upside Scenario Figure 1 shows
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Table 2 Estimated Semiconductor Con
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DATAQUEST CONCLUSIONS CT2's main ap
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The present ISA, or AT bus, is not
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MCA MCA Delivery Time IBM has been
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EISA Consortium Dataquest believes
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Dataquest Conference Schedule 1989
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Background The UNIX penetration int
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Figure 3 European UNIX Computer Shi
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1987 Total $22.4 Billion Figure 5 U
Page 96 and 97: DATAQUEST ANALYSIS The issue of UNI
Page 98 and 99: • Small department computers (SDC
Page 100 and 101: DataQuest Conference Schedule 1989
Page 102 and 103: 8086/88 286 386 Non-compatible NA =
Page 104 and 105: ANALYSIS OF SEMICONDUCTOR CONTENT T
Page 106 and 107: FUTURE TRENDS The advent of markets
Page 108 and 109: Benelux France Italy Scandinavia U.
Page 110 and 111: Italy The Italian market exhibited
Page 112 and 113: The Rest of Europe market is expect
Page 114 and 115: Intel and National Semiconductor ha
Page 116 and 117: Dataquest believes that continuing
Page 118 and 119: Table 2 Estimated Semiconductor Con
Page 120 and 121: Production in Europe Dataquest esti
Page 122 and 123: Dataquest Conference Schedule 1989
Page 124 and 125: THE STANDARDS: MAC VERSUS MUSE Euro
Page 126 and 127: DATAQUEST ANALYSIS Evolution of MAC
Page 128 and 129: Year Table 1 Estimated IC Value by
Page 130 and 131: In addition to the $217 million mar
Page 132 and 133: TOO MANY HURDLES? The promise that
Page 134 and 135: Millions of Dollars 150 140 120 100
Page 136 and 137: Dataqyesl I aoHTiparTvof The Di in
Page 138 and 139: Figure 1 shows how the ISDN fits to
Page 140 and 141: ISDN IC FUNCTIONS Table 1 Bus Forma
Page 142 and 143: Figure 3 ISDN Semiconductor Demand
Page 144 and 145: PTT (P
Page 148 and 149: Air Conditioners Microwave Ovens Wa
Page 150 and 151: Bosch-Siemens has four plants in Ge
Page 152 and 153: DataQuest t acompAiwcf The E^inK^sd
Page 154 and 155: What, I hear you ask, gives me the
Page 156 and 157: The 1980s have brought us to Phase
Page 158 and 159: What I would like to do now is to e
Page 160 and 161: (Slide 22) This necessary adjustmen
Page 162 and 163: procurement, to eventual export of
Page 164 and 165: (Slide 1) (Slide 2) 1992: HAS EUROP
Page 166 and 167: (Slide 5) (Slide 6) 1992 IMPACT •
Page 168 and 169: (Slide 9) (Slide 10) EUROPEAN SEMIC
Page 170 and 171: (Slide 13) (Slide 14) EUROPEAN COMP
Page 172 and 173: (Slide 17) EUROPEAN END-USE VENDOR
Page 174 and 175: (Slide 21) (Slide 22) Europe Other
Page 176 and 177: (Slide 25) (Slide 26) rtnu stack ST
Page 178 and 179: (Slide 29) (Slide 30) SUPPLIER/CUST
Page 180 and 181: (Slide 33) (Slide 34) EUROPEAN ELEC
Page 182 and 183: (Slide 37) THE 1992 CHALLENGE HIGH
Page 184 and 185: Millions of Units 12- 10- 8- 6- 4-
Page 186 and 187: Most of the Japanese firms are quit
Page 188 and 189: Western Europe North America Rest o
Page 190 and 191: Local Content In June 1987, the EEC
Page 192 and 193: Activity Factory Set Up Change Expo
Page 194 and 195: All this activity is of great inter
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Table 2 European Facsimile Market S
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Color Facsimile Machines The Japane
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Productivity Race The facsimile out
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mm Dataoyest aconwanyof The Diin& B
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Figure 2 Geographic Distributi
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Table 3 Semiconductor Inventories R
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heavily used over their European co
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Dataqyest acomranyof ihcDSnlTBradsb
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DATAQUEST ANALYSIS Prior to the int
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NOKIA As shown in Figure 1, the Nok
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Net sales from this division for th
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^m DataQuest a company of TneDun& B
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Country West Germany France United
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• Road map directories in automob
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Table 1 EUROPEAN COM^aJNICATIONS EQ
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Application Telex Teletex Videotex
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Dataquest a company of The Dun & Br
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Research Depth of research includes
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Table 3 EUROPEAN INPUT/OUTPUT RATIO
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Dataoyest k^ i m a company of ^ W D
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for mag stripe technology were adop
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financial community today, without
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•'95% Figure 1 MANUFACTURING AUT(
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standards to serve the Italian mark
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In an alliance with EMUG, 30 French
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In spite of these bright spots, Dat
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m^m Dataquesl T^^Suj-iA^^'-fT'i^v f
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Figure 2 Revenue by Region Source:
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Strategic Changes Figure 4 Worldwid
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Terminals Figure 5 Pyramid of Produ
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The Nixdorf 8850 Figure 6 Communica
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The Nixdorf 8870 The 8870 product f
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Figure 7 PHOTO OF PWS-X Source: Nix
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Communication between Nixdorf produ
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The business orientation continues
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Nixdorf intends to exploit the stre
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s^^^s-^f ^^^li^^^^^ DataQuest acomp
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Type of Deflktoo DevicB Display Ter
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INSTALLED BASE OF DESKTOP TERMINALS
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Word Processors Shipments of standa
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:oo« 80% 60% - 40% 20% Figures Eur
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Dataquest expects that by 1991, the
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Appendix A DEFINITIONS OF KEYBOARD
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Appendix B CONNECTION TECHNOLOGIES
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Manufacturer APD Apple Apricot Bull
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of computer graphics and storage su
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