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Surface Computing Market size is expected to register lucrative gains during the forecast period impelled by growing demand for Natural User Interface (NUI) technology in the computer systems. NUI allows users to interact with systems naturally by direct touch or using the object it is interacting with rather than connected devices. This interface forms an essential element of computing systems, further creating high demand. NUI technology provides system efficiency with reduced usage and handling complexity. The integration of NUI supports less space utilization and compact infrastructure. Additionally, the increasing popularity and implementation of these technologies by replacing the conventional GUI elements will drive the surface computing market growth. The industry is also developing due to high investments in R&D activities for creating efficient solutions. Moreover, the utilization of several user-centric technologies in computers and smart devices by replacing keyboard & mouse is supporting the market expansion.
High industry competition surging among players to adopt the multi-user and surface computers technology is a major challenge for the surface computing market. Organizations need to launch products with advanced & differentiated NUI solutions to sustain intense competition. The complex designing process of multi-directional media & interfaces is a major issue in the market. These issues occur in the implementation of horizontal surfaces such as tabletops and can be overcome by adopting efficient designing processes and reducing the system complexity. Additionally, low availability of hardware prototypes stagnates the integration of these technologies into all possible devices, further creating challenges for manufacturers. The surface computers are relatively costly and are unaffordable for low-income customers.
Body computing model, which uses the human body as an interactive platform is a major trend in the surface computing market. Several beauty products, which are applied to human skin, fingernails, and hair are developed using this technology. For instance, conductive eye make-up has been launched, which allows features such as turning on the light by winking an eye and check e-mails by winking another eye. The surface computing market has opportunities in the healthcare industry to develop wearable products for disabled people. These wearables work as remote controls for televisions, air conditioners, refrigerators, etc. Augmented Reality (AR) devices integrate this technology to give natural immersion solutions to the users. They allow multi-touch, multi-user interaction, 3D experience, and object identification feature due to the implementation of surface computing and natural user interfaces. The increasing demand for AR products is fueling the market growth.
Curved screen products in the surface computing market are expected to witness high growth opportunities over the forecast timespan. Curved screens provide a three-dimensional and immersive experience to the viewers due to high immersion levels. The growth is attributed to the enhanced user experience owing to the wide viewing angle and picture quality offered by curved models. The flat screen segment is also gaining high demand owing to its advantages such as easy installation and reliable interaction. These screens are increasingly consumed in several industry verticals due to low power consumption requirements and easy portability features, further expanding the market.
In the surface computing market, 3D interaction methods are growing rapidly due to the integration of 3D technologies in various electronic products. The growth is attributed to features such as allowing human gestures to interact with systems. These free-hand gestures allow the movement in 3D space without actually coming in contact with the devices. The 2D interaction segment is gaining demand due to the low implementation cost and high product availability across all regions. Low manufacturing cost, high affordability, and reliability associated with the 2D interaction method are adding up to the market growth.
The consumer electronics segment in the surface computing market is witnessing high demand due to the increasing popularity of enhanced user interfaces. The implementation in devices, such as 3D curved televisions, personal computer systems, smartphones, and gaming head gears, is driving the demand for these products. The market is rising in the hospitality & healthcare industry owing to the technical advancements in these sectors. Surface computers in hotels identify VIP customer cards and aid in selecting the preferred items from their personalized menu cards.
The North America surface computing market is developing at a rapid pace owing to the demand for technically advanced products in this region. Factors, such as high consumer awareness and easy product availability, are majorly adding up to the industry growth prospects. The presence of several major surface computing technology manufacturers in the U.S. creates high product awareness and demand. Asian countries, such as China, Japan, and India, are witnessing rapid rise in the market owing to the increasing consumer electronics manufacturing activities in this region. The increase in disposable income and industrialization will compel the consumers to purchase enhanced consumer electronics products.
Key players operating in the global surface computing market include Microsoft Corporation, Planar Systems Inc., 3M Corporation, Dell Inc., Lenovo Group Ltd., Viewsonic Corporation, Hewlett-Packard Ltd., Samsung Electronics Co., Ltd., Toshiba Corporation, and Sony Corporation. These companies have adopted various strategies such as product innovations, mergers & acquisitions, collaborations, and partnerships to develop new offerings and gain a competitive advantage. For instance, in October 2017, Hewlett-Packard launched its laptop HP Spectre 2, which allows users to write any possible thing on a computer system incorporating the natural user interfaces.