DisplaySearch Launches Interactive LCD Monitor Street Price Forecast Model Covering 15-30'' LCD Monitors

Business Wire, Feb 7, 2006

AUSTIN, Texas -- DisplaySearch, an NPD Group Company and the worldwide leader in display market research and consulting, today announced the release of their new Quarterly LCD Monitor Cost and Price Forecast Model. This interactive Excel model is the first of its kind to offer insights into the full cost, price and value chain associated with bringing an LCD monitor to market, from panel pricing to bill-of-material costing, all the way to brand and channel margin structures.

The interactivity of the Quarterly LCD Monitor Cost and Price Forecast Model allows for customization based upon individual needs. The model is updated on a quarterly basis using industry averages for all direct and indirect costs associated with LCD desktop monitors. Leveraging DisplaySearch's strength in LCD desktop monitor tracking and sourcing and its reacquired strength in the semiconductor industry, the model builds an average street price starting from the key element of the cost of the LCD panel itself. From this panel cost, additional direct material costs -- including such key components as scaler IC and interface ICs -- are added to indirect OEM and brand costs. That is combined with channel margins and brand margins to offer both a historical breakdown of cost structures, as well as forecasted cost and street pricing. The average pricing associated with each component is updated on a quarterly basis, based on survey information from top Original Equipment Manufacturers (OEMs) and from top brands. The historical cost and pricing breakdown is offered on a rolling basis covering the previous eight quarters and forecasting 16 quarters forward for a total of 24 quarters.

Included in the cost model are:

--  Direct, indirect and total costs for 26 different sizes and
    resolutions of desktop LCD monitors, ranging from 15" 1024 x 768
    all the way up to 30" 2560 x 1600

--  Bill-of-Material (BOM) historical costs and future forecasts for
    the following components of an LCD Monitor:

    --  Interface

    --  Scaler

    --  Inverter

    --  Cables

    --  Power Supply

    --  Stand

    --  Metal Shielding

    --  Mechanical Packaging

--  Other non-material costs:

    --  Labor, Overhead and Profit

    --  Warehousing

    --  Warranty

    --  Freight

    --  Duty

    --  Insurance

--  After calculating a "Landed Cost," the model separately
    computes additional margin adders from the brands, as well as
    from the various channels of distribution, to calculate an
    overall Average Street Price (ASP).

Benefits of this model include:

--  Determining how and where competitors might have a cost advantage
    in bringing goods to market, whether it is in a lower Labor,
    Overhead and Profit cost structure, more aggressive panel price
    procurement, leaner profit margin expectations, etc.

--  Helping both Product Management and Senior Management to determine
    potential methods for streamlining supply chain management

--  Tracking historical component costs

--  Tracking historical margin structures based upon actual BOM
    costing and channel pricing structures derived from proven methods
    of cost surveys, as well as from insights into actual historical
    channel pricing from brand to reseller and from reseller to
    distributor (or from brand to retailer or from brand to end-user)

--  Creating their own scenarios to determine the impact of a process
    streamlining, new channel distribution, changing product mixes,
    and so on

--  Determining the potential long-term profitability of companies
    within a Financial Analyst's portfolio based upon that given
    company's product mix

--  Forecasting future ASPs and revenues

Provided along with the cost model is a detailed explanation of the methodology associated with deriving the historical and forecasted ASPs of each attribute, as well as a PowerPoint presentation highlighting the results. More information regarding the Quarterly LCD Monitor Cost and Price Forecast Model is available at http://www.displaysearch.com/products/?pn=lcdmon_fcstmodel.

According to Chris Connery, Vice-President of Monitor Market Research at DisplaySearch, "This model includes the latest and most accurate results and projections available today for cost, price and margin analysis for the entire LCD monitor supply chain. Retailers, resellers, distributors and monitor brands want to know which technologies are likely to have a cost advantage and what the cost and price gaps are likely to be at the various sizes. At the same time, component suppliers want to know what prices they need to reach to hit critical street prices. We feel this model is a tremendous value, offering volume-weighted average sell-through pricing, historical costs and margins, and the latest cost, price and margin forecasts for all 15-30" monitors."

The Quarterly LCD Monitor Cost and Price Forecast Model is priced at $1,495 for a four-quarter subscription. It consists of an Excel spreadsheet and a PowerPoint presentation. To purchase or for more information, please contact Arie Braun at 512-459-3126, ext. 108 or visit the DisplaySearch website.