1. Kiosks
2010 Retail Automation Equipment Planning Service
Track 1, Volume 6
AutoID & Transaction Automation Practice
Ned Daubney, Senior Analyst
Tom Wimmer, Director
Chris Rezendes, Executive Vice President
2. Retail Self-Service Kiosks Defined
Self-services addresses the need to provide targeted campaigns and information to in-store customers
VDC defines a self-service kiosk for the retail (including hospitality) market as a freestanding,
interactive, multimedia system used to provide information, or enable a transaction.
Self-service is defined as the capacity for consumers to fully serve themselves
without assistance, or interaction from the retail staff.
Photo
VDC’s self-service kiosks are customer-facing and exclude ATMs, photo, Kiosks
self-ticketing, HR, self-checkout, basic price checkers, and gas pump
kiosks, each of which offer their own market dynamics.
ATMs
Self-Checkout
Basic
Price
Checkers Multifunctional
Self-Ticketing Price Checkers
Petroleum
HR Payment
Applications Station
E-Commerce Bill-Payment Product
Food
Vending
Ordering
(e.g.DVDs)
Customer Endless
Loyalty Aisle Guided Gift Registry
Selling
Retail Self-Service Kiosks
1– 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice
3. Executive Summary – Market Size & Growth
What 2009 took, 2010 gave back – postponed 2009 projects revived in 2010
• Retail and hospitality self-service kiosk suppliers realized nearly $474.6 million during calendar
year 2009, with the average supplier signaling a dramatic market (nearly 20%) decline from 2008.
• The market is expected to grow at 9.3% CAGR over the next five years to $740.4 million in 2014.
• In 2010, most vendors are seeing significant return to normal or better as dead 2009 projects
sprang back to life, with increased retailer conviction for kiosks.
• The few major vendors that did see revenue growth in 2009 characterized this growth as
projects just too far along to cancel.
• But the big story for self-service kiosks is future expectations.
Accelerated global adoption of retail self-service kiosk solutions is expected for the coming years.
A stream of new applications mature involving mobility, iPad / tablets, product vending, motion sensors,
biometrics and analytics.
As kiosk technologies continue to converge, integration with other in-store technologies will be critical.
• The value propositions associated with self-service kiosk solutions, coupled with the rapidly
changing cultural demand for self-service by global consumers, will appropriately position these
solutions as a center of convergence for a retailer’s customer service, transaction
automation, and branding over the next five years.
2– 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice
4. Executive Summary – Trends – New Technologies
Kiosk vendors face a barrage of new technologies – but are they friend or foe?
Trends – New Technologies
• Disruptive Opportunities:
Potentially disruptive technologies including: interactive digital signage, mobile applications and iPads
are generally not mentioned as threats by kiosk suppliers. Instead, these retail automation technologies
are seen as complementary and integrate-able tools that can be deployed to meet application specific
requirements. However, clearly there are risks associated with each new development.
• Strong Interest in Mobile Applications, but not yet any large scale demand:
The highly anticipated demand for mobile applications has come much slower than expected. For
many, this market is still in the “buzz phase”, with no large-scale roll-outs. Technology challenges
remain, but we expect to hear about many mobile solutions sometime within the next year or two,
as mobile standards evolve.
• The iPad is Making its Mark:
Strong retailer interest in, but conflicting supplier opinions on iPad kiosk solutions – a large number
of national pilot programs currently underway suggest a potentially large market impact, despite
the tool’s fragility and novelty state.
• Interactive Digital Signage blurring with kiosks:
Digital signage, and most notably interactive digital signage, is growing fast globally and often blurs
with interactive kiosks. The big question going forward is how kiosks will integrate or otherwise
co-exist with digital signs.
3– 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice
5. Executive Summary – Trends – New Applications
Product vending kiosks, green solutions gaining steam; While loyalty making a comeback
Trends – New Applications
• Product Vending converging with traditional self-service kiosk solutions. Redbox’s DVD
kiosk success replicable and being tested for multiple other wide-ranging applications.
Sleeker, pedestal-form vending kiosks will soon (within 2 years) noticeably alter the image of product vending.
DVD rental kiosk business likely to transform into digital download kiosks – and into sleeker kiosk form factors.
Product vending kiosks seek to bridge the gap between traditional stores and online shopping
Other parts of the world are less hesitant. In Europe and Asia, consumers buy anything from underwear to
prescription drugs from kiosks. Japan has one vending machine for about every 23 people, according to one
source. The country’s fascination with technology have made it a vending paradise.
Also contributing to the proliferation of this “automated retailing” is the new capacity to remotely monitor and
service the machines. Remote device management technology actually provides both technical support
and marketing data.
• Loyalty Programs make a comeback
Suppliers characterize this comeback in part due to higher-end retailers, who needed to cut prices during the
recession, pushing loyalty programs to satisfy long-time loyal customers, as they reel-back their price-cuts
and raise them back to normal levels.
• Green Movement growing
Some leading kiosk suppliers actively tapping into the growing global interest for cleaner solutions – which
to them spells an opportunity for new applications, and a competitive differentiator.
• Biometrics & Motion Sensors
Hearing a lot of buzz about, and some small rollouts with, these, but little demand on any significant scale.
4– 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice
6. Primary Segmentation Parameters
This study covers demand for a number of technologies in a range of retail and hospitality segments worldwide
Retail & Hospitality Vertical Markets
Regional
Markets
APAC
Retail Automation Solutions
EMEA
ALL Infrastructure: Hardware, Software and Services
Americas
TRADITIONAL DELIVERY PLATFORMS
POS Terminals / Workstations
Technical POS Receipt Printers
Payment / Transaction Terminals
Dimensions
Emerging Delivery Platforms
Imaging Solutions
Self-Checkout Solutions
Kiosks
Personal Shopping Systems
Electronic Shelf Labels
Interactive Displays & Digital Signage
5– 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice
7. Deployers versus Developers
Why kiosk deployers (e.g.Coinstar’s Redbox, Kodak and Blockbuster) are not included in this study
• We count revenues earned from the manufacturing and sales of self-service kiosks.
These revenues pertain only to shipments from kiosk manufactures and do not include companies such as Redbox,
Kodak or Blockbuster. In addition, these values reflect solely the movement of product from the point of manufacture
to the first point of distribution and do not include any channel markup.
• A deployer installs kiosks as their own; earning revenues from transactions, not from the sales,
or lease of the kiosk (e.g. Redbox, Blockbuster)
As Redbox does not sell kiosks, nor does it produce any revenues from the actual design, or construction of kiosks,
they are not included in the study – Their revenues more simply come from DVD rentals.
• A developer is a firm that, on an OEM basis, designs and / or produces partial or complete kiosks.
Some firms such as Flextronics builds kiosk for other kiosk developers (IBM) or deployers (Redbox).
Flextronics is thus a critical part of the kiosk production supply chain – their revenues come from building kiosks, and so their
kiosk revenues are included in this study, while RedBox’s are not.
Type Supplier Examples
Deployer – installs kiosks to earn transaction revenue Coinstar / Redbox, Kodak, Blockbuster
We highlight this
distinction to make
clear just who is making
Branded Developer – Sells part / complete kiosks with its name on the kiosk NCR, IBM, Fujitsu, Vigix, Wincor Nixdorf
money from the building
and selling of kiosks.
Unbranded Developer – Sells part / complete kiosks as OEM / PLP Flextronics, Oleo
Hybrid Developer – Sells both direct and to branded developers Meridian, KIS, Frank Mayer
6– 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice
8. Kiosk Market Boundaries Blurring
Self-service kiosk market continues to mix with other retail automation technologies
Is the kiosk market
expanding, or are modified It may all be semantics as even
comparable solutions Digital the leading suppliers admit
encroaching kiosk territory? Signage this “blur” is indefinable.
Interactive Digital
Signage
Multi- Product
Price functional KIOSK Product
Vending Vending
Price
Scanner Scanners MARKET Kiosks Machines
Tablet
Kiosks
Tablet
PCs
7– 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice
9. Self-Service Kiosk Market Commercial Value Chain
• The commercial value chain for Kiosks is
Self-Service Kiosk Supplier comprised of a number of direct and indirect
selling relationships.
• Direct-to-end-user and OEM / private label
partnerships are the most common distribution
routes.
VAD • Tier 1 retail organizations most often seek a
direct relationship with the self-service kiosk
OEM supplier, who assumes project management
ISV responsibilities.
• For these accounts, VARs and system integrators
often play a key supporting role, ensuring that
Sys. local post sale commitments are met.
Int.
VAR • VDC expects partnerships with ISVs (independent
software vendors) to increase as hardware
suppliers look to provide their customers with
best-of-breed customizable kiosk software
solutions aiding in seamless integration with
digital signage, mobile applications, POS and
End-User other in-store technologies.
8– 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice
10. Self-Service Kiosk Market Regional Shipment Models
Slow and steady growth will be fueled by pent-up demand for self-service solutions and new applications
Regional Demand for
Self-Service Kiosk Solutions • In 2009, the global retail market for self-service
2009 = $474.6 Million reached $474.6 million with unit shipments
surpassing $203 million, down roughly 20%
from 2008. VDC anticipates that revenue shipments
(Millions of Dollars)
700.0
for Self-Service kiosk will grow at a CAGR of
600.0 9.3%, approaching $740 billion by 2014.
500.0 • Sales in the Americas region continue to be driven
400.0 by Tier 1 retailers, although large-scale kiosk
rollouts appear few and far between. Retailers in
300.0
2009 were extremely cautious with spending, but
200.0 have clearly spiked up demand for self-service kiosk
100.0 applications.
0.0 • The Asia-Pacific market is expected to be the fastest
2014 growing region over the next 5 years as retail
2013 in China and India continues to scale. This demand
2012
2011 will be fueled by: Multinational corporations
2010 expanding their foot print in the region; and Tier 1-2
2009
2008 retailers continuing to make initial investments
in kiosks.
9– 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice
11. Self-Service Kiosk Average Factory Selling Price
AFSPs vary widely depending upon the application, form factor, component makeup and quality
• The AFSP (price from the factory to the first point
Global AFSP for of distribution) varies with the system components
Self-Service Kiosk
2009 = $2321.8
integrated.
2,500 • The AFSP in each region will continue to fall as
(Dollars)
2,400 display prices decline, cheaper I / O components
enter the market, and smaller form factors win favor.
2,300
2,200 • Another major downward pricing influence will
be the movement of the larger, global suppliers to
2,100
provide more standardized solutions for large-scale
2,000 deployments of the most popular kiosk applications.
1,900
• The upfront capital investment required has been
1,800 a barrier to adoption for many retailers, particularly
in the current environment. Some suppliers have
responded with managed services and SaaS models
that enable retailers to invest for less.
Americas EMEA Asia-Pacific
10 – 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice
12. Competitive Landscape
Niche marketplace has changed little, but that may change
• The kiosk market ecosystem consists of hundreds of relatively small and several large companies providing
various parts of the complete kiosk solution.
IBM, NCR, Frank Mayer, Fujitsu and Kiosk Information Systems (KIS) continue to be the market leaders regarding self-service kiosk solutions
within North America. KIS’s position within the North American market is a direct result of extensive product portfolio and their advanced level
of customization and engineering regarding application / vertical market solutions.
IBM and NCR continue to leverage their easily customizable product portfolio and strategic partnerships to secure their market-leading
positions across several vertical markets.
• The global market for self-service kiosk solutions remains highly fragmented. Characterized by distribution
channels that lend themselves to an increased level rebranding due to the multiple OEM and supplier
organizations that interact via strategic and short-term partnering agreements, the kiosk market continues
to be extremely convoluted.
• Kiosks still lack that killer application that warrants multiple Tier 1 retailers to order large-scale kiosk rollouts.
While several applications currently enjoy widespread adoption, most orders are of the size that niche vendors
can fulfill. Regional top vendors such as KIS and Meridian thrive in this market.
• In the projected market environment, VDC expects certain market consolidation as larger, global suppliers seek
to standardize products and compete more successfully on price and global support.
• VDC projects strong near-future demand for more standardized, off-the shelf solutions for these most popular
applications, enabling the global solutions providers (IBM, NCR, Fujitsu, Motorola) to more capably build in their
economies of scale. The world doesn’t need 500 variations of a product guide kiosk. Standardization, for popular
kiosk applications, will likely rearrange the industry structure soon.
Under this scenario, global vendors will dominate large-scale Tier 1 rollouts, high-end niche vendors will remain the industry
thought leaders and dominate the lucrative, customized kiosk demand, while low-middle-end kiosk developers
will serve lower-tier retailers, while needing to tighten their market niches to grow.
11 – 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice
13. Competitive Positioning
Established leaders, many niche players, little vertical integration
High-end customizers – flourishing
in current market.
Kiosk Info Systems
Meridian
Olea
Global giants –
Frank Mayer Flextronics poised to see
AdFlow Networks NCR economies of
scale provide
Kiosk ZoomSystems IBM price/support
Sophistication Wincor
advantages.
friendlyway Motorola
PFU
NeoProducts
Fujitsu
LiveWire Ultimedia
Partech
SeePoint
Hashkiosk Radiant
Low-middle market
players need to
consolidate or find tight Regional Global Capabilities
niches to compete Supplier & Presence
with global leaders.
12 – 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice
14. About VDC Research Group
VDC Research Group (VDC) provides exceptionally detailed direct-contact primary market research and consulting
services to many of the world's largest technology suppliers, innovative start-ups and leading investors. The firm is
organized around six practices, each with its own focused area of coverage. Our clients rely on us for highly segmented
research and analysis which is derived from our unwavering commitment to the idea that all markets are collections of
smaller market segments and that winning companies must develop and execute strategies that are segment-specific.
Please visit our website at www.vdcresearch.com to learn more, or call: 508.653.9000
13 – 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice
15. Ways to Work With Us
This report is one of many ways VDC Research Group can help you better navigate your market and grow your business.
In addition to published research, VDC Research Group offers a range of services designed to meet your specific tactical
and strategic decision-support needs.
Retained Services – VDC Retained Services provide clients with ongoing access to our research staff for a predetermined
fee. By entering into a Retained Services Agreement, VDC will commit resources to you and your team each month, but
the specific research, analyses and advisory work we undertake for you can be decided by you on an as-you-go basis.
Clients in particularly dynamic markets derive significant benefits from the ability to obtain up-to-the minute insights and
guidance from our research and consulting teams.
Custom Research & Consulting Service – VDC’s Custom Research and Consulting Services provide clients with the
insights and guidance they need to make significant business decisions with confidence in the midst of an uncertain future
and complex markets. To date, more than a thousand clients have benefited from our research-driven guidance and
exceptionally close client collaboration. Our unique approach ensures that all of our assistance and recommendations are
based upon rigorous analysis of information gathered by VDC directly from the marketplace. By engaging VDC when faced
with important market strategy decisions, clients maximize the likelihood of achieving their specific goals, including growing
revenue, increasing margin, successfully expanding into new markets, or improving the performance of the channel.
VDC is prepared to assist your organization with any of the strategic and tactical initiatives described below:
Market Expansion – Into new verticals, applications, account sizes, or geography.
Feature Set Definition – For product upgrades, new product lines, product line extensions.
Technology Strategy – Including standards adoption, open-source strategy, Service Oriented Architecture (SOA) business model migration.
Distribution Strategy – New channel development, channel strategy, channel performance audit.
Customer Satisfaction & Loyalty – Existing customers, defections, sales loss analysis.
Strategic Acquisition – Of a peer, new entrant, intellectual property.
14 – 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice
16. Ways to Work With Us – Continued
On-Site Meeting Participation – When making significant decisions, VDC’s analysts and consultants can be extremely
valuable participants in your internal process. Our participation in team meetings allows you to add the unique insights of
a full-time market expert to your process, ensuring that you are acting on objective third-party market intelligence instead
of the potentially biased perspectives and groupthink that exist in most organizations. When meeting to plan new
products, to plan your entrance into new markets, to build a business case for your board, to address challenges with
your existing market strategy, and for a wide variety of other market-related issue sets, we encourage you to consider
the participation of a VDC analyst or consultant.
Speeches & Presentation – Important events such as reseller conferences, partner conferences, product launches
and related teleconferences and Webinars gain credibility from the participation of one of our analysts or consulting
professionals. Our speakers enhance your event by providing your attendees with unique market insights and
intelligence that will leave them better informed about your markets, and better prepared to support your business
objectives. Our professionals can also provide additional credibility to your strategy by presenting to your audience
fact-based research that supports your planning.
Executive On-Boarding Briefings – If you or someone on your team is new to their position, the company or the
industry, VDC can radically accelerate their pace of learning so that they can deliver results much more quickly than they
could otherwise. VDC is an expert at providing senior leaders with high-impact industry history briefings, market status
briefings, competitive positioning briefings, and much more. Our professionals can help new leaders make the novice-to-
expert transition in record time.
15 – 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice
19. Notice of Copyright
2010 VDC Research Group, Inc.
The entire contents of VDC’s 2010 Retail Automation Planning Service, Track 1, Volume 6:
Kiosks are proprietary to VDC Research Group, Inc. (VDC), and may not be distributed in
either original or reproduced form to anyone outside the client’s internal organization within
five (5) years of the report date without prior written permission of VDC.
VDC has devoted its best efforts to obtain for and provide to its clients as accurate data as
is possible. Nevertheless, we cannot be held responsible for incorrect information provided
to us by vendors, users, or others that we interview. Nor can we be held responsible for
forecasts of the future evolution of an industry, which, in retrospect, proves inaccurate.
Our goal is to provide the best possible analysis of an industry, utilizing data obtained
through a time-proven and rigorous research methodology, for our clients to employ in
developing strategies to compete in an uncertain and ever-changing business environment.
TRADEMARK ACKNOWLEDGEMENT: Many names of
companies, associations, technologies, products and product types, etc. mentioned in this
report comprise Trademarks, either registered or non-registered, owned by various entities.
These
are too numerous to mention individually. VDC acknowledges that ownership of
these Trademarks exist, and requests that readers acknowledge this as well.
18 – 2010 VDC Research Group, Inc.
AutoID & Transaction Automation Practice