Portable Battery Powered Products: Global Markets

Countries covered: Global More than $423 billion worth of portable battery-powered products were sold in 2010, up from $410 billion sold in 2006. The market is estimated to reach $479.6 billion by the end of 2011, and will reach more than $611 billion by 2016, growing at a compound annual growth rate (CAGR) of 5%. The communication/multi-functional segment accounts for roughly 30% of the total portable battery-powered product market. This segment is projected to reach nearly $141 billion in 2011 and will grow to $181.5 billion by 2016 at a CAGR of 5.2%. Computers are the second largest market segment with a 28% share. BCC forecasts this market segment will reach $133 billion by the end of 2011 and reach nearly $189 billion by 2016 at a CAGR of 7.2%.

Additional Information

INTRODUCTION

STUDY GOALS AND OBJECTIVES

The market for portable, battery-powered products has grown from a few well-established niches such as flashlights and wristwatches to a diverse, rapidly growing market that encompasses computing, communications, entertainment, photographic, and publishing products; a variety of cordless tools; and entirely new classes of military and medical products. This diversity has been accomplished because of a unique synergy between the products themselves, the batteries they employ, and the battery chargers and power-management systems that recharge the batteries.

Several entirely new classes of batteries have been commercialized during the past 25 years, including nickel-metal hydride, zinc-air, lithium polymer, and the widely used lithium-ion design. Meanwhile, improved microelectronic battery charger controller technology allows the commercialization of higher-performance, smaller, and safer designs. This, in turn, has allowed for the commercialization of portable products that would be impossible without improved battery chargers, notably portable computers, cell phones, digital cameras, multi-functional touch-screen devices, and cordless hand tools. At the same time, competitively priced no rechargeable primary batteries remain established power sources for many kinds of portable products.

As this synergy continues to develop, there are areas in which the portable product, battery, and battery charger industries could experience the explosive growth usually associated with emerging industries. Battery designers, mainly electrochemists, and battery charger designers, mainly electrical and electronics specialists, will continue to operate together, with new batteries and new battery chargers evolving in tandem to produce even higher-performance products.

This has changed how portable product batteries are marketed. All batteries degrade and must be replaced, usually much sooner than the products they power. In the past, this was addressed by using removable and replaceable batteries that could be interchanged between different devices, or through an aftermarket for the replacement of original equipment manufacturer (OEM) batteries. Portable product designers now recognize the long-term value stream represented by the batteries, and they jealously guard their control of this stream by designing batteries devices that can only be powered by batteries that they sell. This has created a whole new supply chain category that has elements of both the OEM stream and the aftermarket.

REASONS FOR DOING THE STUDY

After spectacular growth, the portable battery-powered product market is retrenching. Overall sales for some market sectors are level. In other cases, whole new classes of products are proliferating at the expense of once popular lines. Technical advances and a realignment of product, battery, and charger industry players must be matched by new marketing attitudes. Alternately, battery designers and battery charger designers must continue to cooperate to meet more demanding design requirements. With this in mind, this analysis is intended to be the most complete technical, economic, and business document of this type on battery-powered products and is designed to provide information of a professional nature. The technical data are dependent upon the accuracy of the manufacturers and technical sources that helped to make up the BCC Research database.

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