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2 PORTABLE BATTERY PACK MARKET By Capacity Range, Product Type (Smartphone, Tablet, Portable Devices and Others), Technology (Li-ion, Nickel Metal Hydride, Li-Polymer, and Nickel Cadmium) & Geography MarketsandMarkets

3 MarketsandMarkets is a global market research and consulting company based in the U.S. We publish strategically analyzed market research reports and serve as a business intelligence partner to Fortune 500 companies across the world. MarketsandMarkets also provides multi-client reports company profiles, databases, and custom research services. MarketsandMarkets covers thirteen industry verticals, including advanced materials, automotives and transportation, banking and financial services, biotechnology, chemicals, consumer goods, energy and power, food and beverages, industrial automation, medical devices, pharmaceuticals, semiconductor and electronics, and telecommunications and IT. Copyright 2014 MarketsandMarkets All Rights Reserved. This document contains highly confidential information and is the sole property of MarketsandMarkets. No part of it may be circulated, copied, quoted, or otherwise reproduced without the approval of MarketsandMarkets. MarketsandMarkets Sample Page 2

4 1 INTRODUCTION 1.1 OBJECTIVES OF THE STUDY To define and segment the portable battery pack market by capacity range, product type, technology, and geography with detailed classification by revenue To analyze Porter s five forces in detail along with the value chain analysis of the portable battery pack market To identify major market trends, drivers, and restraints for the portable battery pack market To provide the historical revenue as well as forecast future revenue of the market segments and sub-segments with respect to the main geographies, namely North America, South America, Europe, APAC, and Rest of the World. The North America is divided into the U.S., Canada, and Mexico; South America includes Brazil, Argentina, and others, while Europe is segmented into the U.K., France, Germany, and others. The APAC region is divided into China, Japan, South Korea, Taiwan, and others; and ROW into Middle East, Africa, and others To describe and analyze the new developments in the portable battery pack market To strategically profile the key players in the portable battery pack market and comprehensively analyze their core competencies and market shares To track and analyze competitive developments such as joint ventures, alliances, mergers, acquisitions, new product/technology developments, and research and development in the portable battery pack market MarketsandMarkets Sample Page 3

5 2 EXECUTIVE SUMMARY The expansion of portable smart devices has driven the consumer electronics market for a long time. Digital revolution is still taking place in the consumer electronics market. This revolution has affected the consumers at a great extent with its multi-functional facilities. Until recently, however, the batteries that power these devices have mostly been an afterthought. Currently, easy access to data connectivity drives many sectors and all the smart devices in the market are connected devices. Such connectivity asks for a reliable source of power from the devices which are operated. In such a scenario, Lithium-ion batteries have been an efficient source of energy, which powers many of these smart devices. The capacity which a portable battery pack offers covers many application areas in the consumer electronics sector. The smartphone batteries have a capacity ranging from 3000 mah to 4000 mah. The major battery consumption in the smartphones is because of Internet browsing, games, applications, camera, and many other applications. These are some applications which also hinder the battery life as the number of charge cycle increases. There is a need for higher capacity portable battery packs as charging is not easily available everywhere. Li-ion batteries have existed in the business since 25 years, and these batteries, apart from the consumer electronics sector, have also entered segments such as power tools and defense. There are advancements made in the energy density, cycle life, and product longevity, which are on the horizon as new silicon based anodes begin to appear in batteries in the coming years. Different combinations of chemistries are being researched to get a more reliable power source. Portable battery packs are a good opportunity for the consumer, industrial, military, and also the automobile applications. The demand for 3G is expected to push the power capacity of batteries enough to make portable battery packs a desirable alternative for smartphones. The trend today is to commercialize microprocessor-controlled battery chargers that deliver greatly improved performance. MarketsandMarkets Sample Page 4

6 TABLE 1 PORTABLE BATTERY PACK MARKET SIZE BY PRODUCTS, ($BILLION) CARG% ( ) Smartphones XX XX XX XX XX XX XX XX Tablets XX XX XX XX XX XX XX XX Portable Media Devices XX XX XX XX XX XX XX XX Others XX XX XX XX XX XX XX XX Total XX XX XX XX XX XX XX XX Source: MarketsandMarkets Analysis From the table, it can be observed that the tablet market is expected to grow at a CAGR of XX% for the forecast period ; this being close to the smartphones growth rate of XX%. It is expected that there will be a shift in the consumer market from smartphones to tablets. The reason for this is that the same functionalities are available on the tablets too in addition to an added advantage of a bigger screen. Moreover, more tablets are now coming up with a voice functionality, which is expected to be the preferred choice for many people. The voice interaction feature and the user interface are moving beyond the size of the devices, which require a larger battery capacity. MarketsandMarkets Sample Page 5

7 3 MARKET OVERVIEW 3.1 MARKET DEFINITION The portable battery pack is an energy accumulator, which is used to power devices such as smartphones, tablets, and others. It contains an electrochemical cell which stores energy. Technically, the electrochemical reactions are reversible by charging the cells. The portable battery capacity ranges from 500 mah to 3,000 mah In terms of composition, a wide variety is available such as Li ion, Li-polymer, Nickel cadmium, and Nickel hydrate. The portable battery pack is like a tank of battery power, which can be used in emergencies by plugging it into one s gadget to the USB port. It has great demands in areas such as smart phones, MP3 players, and laptops. With features such as functionality, charging, and the ease of using different sizes, chemistries and shapes of the portable battery pack are available in the market, depending on the type of application. The main technologies used in the portable battery are Li-ion battery and Lithium Polymer battery, which cover the major market of the portable battery pack. 3.2 MARKET SEGMENTATION The report classifies the portable battery pack market by the capacity range, product type, technology, and geography. Capacity range is further classified into different ranges from 1000mAh to 10000mAh. The product type includes smart phones, tablets, portable media players, and others. The technology category covers Li-ion, Nickel Metal Hydride, Li-Polymer, and Nickel Cadmium. The geographic regions are segregated into North America, South America, Europe, Asia-Pacific (APAC), and Rest of the World (ROW). MarketsandMarkets Sample Page 6

8 FIGURE 1 MARKET SEGMENTATION Portable Battery Pack Market Segmentation By Capacity Range By Product Types By Technology By Geography 1000mAh to 2500mAh Smartphones Lithium-Ion North America 2510mAh to 5000mAh Tablets Nickel Metal Hydride South America 5010mAh to 7500mAh Portable Media Players Lithium Polymer Europe 7510mAh to 10,000mAh Others Nickel Cadmium Asia-Pacific Above 10,000mAh Rest of the World Source: MarketsandMarkets Analysis By Capacity Range: The market is classified into different capacities which range from 1,000 mah to 2,500 mah, 2510 mah to 5000 mah, 5010 mah to 7500 mah, 7510 mah to mah, and mah and above. Mostly, for products like smart phones, the battery capacity ranges up to 5000 mah, whereas for tablets, it ranges up to mah. By Product Type: The portable battery pack market by product type is segmented into smart phones, tablets, portable media players, and others. As the use of smart phones and tablets increases, the demand for uninterrupted use of these gadgets leads to the need for a portable battery pack. The portable battery differs according to the products, such as for laptops, smart phones, and tablets, more battery backup is required than for media player. MarketsandMarkets Sample Page 7

9 By Technology: The report divides the portable battery pack market into Li-ion, Nickel Metal Hydride, Li- Polymer, and Nickel Cadmium technologies. The Li-ion and Li-Polymer are the most widely used portable battery packs. The technology to be used differs according to the energy density, cell voltage, maintenance requirement, and operating temperature requirement of a particular application. By Geography: The report covers regions including North America, South America, Europe, APAC, and ROW for the portable battery pack market. North America is divided into the U.S., Canada, and Mexico; South America includes Brazil, Argentina, and others, while Europe is segmented into the U.K., France, Germany, and others. The APAC region is divided into China, Japan, South Korea, Taiwan, and others and ROW into Middle East, Africa, and others. 3.3 HISTORY OF PORTABLE BATTERY PACKS The first generation portable battery packs were introduced in the market 30 years ago. These portable devices were mainly used for powering limited range of applications such as vacuum cleaners, shavers, and cordless power tools. Moreover, the standardized individual cells were made available to consumers as an alternative for single use primary batteries. In a rapidly developing industrial context, the production of this portable device was governed by the need for increasing capacity. Back then, the service life of portable batteries was much lower than the overall service life of the equipment. Hence, frequent replacement of portable battery packs was required. In those days, the prime focus of the market was more toward the capacity improvement and a standard battery size rather than the ergonomics and functionalities. MarketsandMarkets Sample Page 8

10 3.3.1 HISTORY OF PORATABLE RECHARGABLE BATTERY TECHNOLOGY Lithium- ion battery (Li- ion) The Li-ion batteries appeared as the answer to the higher energy density requirements of electronic devices as they increased in performance and functionality and exceeded the capacity of nickel-metal hydride batteries. In 1991, Sony Energy Devices Corporation was the world's first company to commercialize and mass produce them. In comparison to the nickel-cadmium batteries and nickel-metal hydride batteries, Li-ions are light, have no memory effect, and have very low self-discharge rates; so, they quickly became popular in mobile phones, smartphones, laptops, and tablets. Recently, they are also being used in high power output applications such as electric tools, power assisted bicycles, and electric vehicles Lithium- polymer battery (Li- polymer) In 1995, the Lithium Polymer batteries were introduced in consumer electronics. It has replaced and is often used as an alternative to the Li-ion batteries for several reasons such as more battery life, lightweight, and flammability. Recently, the embedded lithium-polymer batteries have gained popularity and are widely used in applications such as mobiles, smartphones, and tablets Nickel- cadmium battery (Ni- Cd) The first nickel-cadmium battery was invented over 100 years ago in 1899 by a Swedish inventor named Waldemar Jungner. It was commercialized at the beginning of 1960s in the U.S., Japan, and Europe. Matsushita Electric Industrial Co., Ltd. (currently Panasonic Corporation), Sanyo Electric Co. Ltd., and others began producing it in large quantities after This battery uses cadmium (Cd) as an active mass of negative electrode and nickel oxhydroxide as an active mass of positive electrode (NiOOH), with an alkaline solution as an electrolyte. The nickel-cadmium battery is stable and its performance does not drop even when overdischarged or discharged over a long period of time. It has great high current discharge MarketsandMarkets Sample Page 9

11 characteristics; thus, it is used in cordless telephones, electric tools, electric shavers, emergency lighting, and other applications Nickel- metal hydride battery (Ni- MH) After 1990s, the use of small electronic devices such as mobile phones, digital cameras, and computers was quickly spread. The development of electronic industry as well as increasing demand for more energy less power created the need of eco-friendly battery technology. The Nickel-metal hydride batteries are environmental friendly and do not use cadmium, which is a hazardous substance. Hence, they have replaced nickel-cadmium batteries and were more widely used in the small electronic devices that are mobile phones, digital cameras, and computers. MarketsandMarkets Sample Page 10

12 3.4 EVOLUTION OF PORTABLE BATTERY PACKS With the development of electronics, different rechargeable battery technologies have evolved. The progress of portable battery packs mainly depends on different battery technologies and is limited by the nature of the material used in the battery: the electrolyte and the electrode material. FIGURE 2 EVOLUTION OF BATTERY TECHNOLOGY IN PORTABLE BATTERY PACKS Post 2010 Commercialization of embedded Lithium-Polymer Energy density: 190 Wh/Kg 1990s-Early : Commercialization of nickel-metal-hydride battery Energy density: 100 Wh/Kg 1995:Commercialization of lithium-ion battery Energy density:130 Wh/Kg 1960s Invention of Alkaline battery Energy density : 110 Wh/Kg 1900s Invention of Nickel-Cadmium battery Energy density : 50 Wh/Kg Source: MarketsandMarkets Analysis The first generation portable rechargeable battery used in the mobile application was waterbased with an alkaline electrolyte. The nickel-cadmium (Ni-cd) and the nickel-metal hydride battery (Ni-MH) were the most popular technologies used in portable applications. The main feature of these batteries was to offer high current with nominal voltage. Portable devices powered by Nickel-based batteries were marketed for the period MarketsandMarkets Sample Page 11

13 With the rapid advancements in battery technology, reliability, performance, and durability have dramatically increased. After 1995, due to the need for less power but more energy, the next generation lithium batteries have been evolved and started getting commercialized for portable battery packs. MarketsandMarkets Sample Page 12

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