The holography industry is growing rapidly. According to a recent study, total sales of holography products, including those used for security, packaging, and promotional applications, grew at a compound annual rate of 31.7% per year, from $90 million in 1990 to $617 million in 1997. The Study also estimates that total sales of holography products will grow at a compound annual rate of approximately 25% over the five-year period from 1998 through 2002, reaching almost $1.9 billion in sales by the year 2002. Holograms are now used in movies, magazines, the face of most major credit cards, and driver's licenses.
Most of the holography industry has evolved almost exclusively to serve a market of a few large corporate clients, producing primarily security/authenticity products (small, low-quality holograms like those on credit cards or software packaging) or special, one-time promotions (such as Pokémon trading cards). Standard holography techniques and procedures are extremely expensive, requiring skilled technicians to create a completely different holographic setup for each subject. The first hologram of the subject is, therefore, very labor-intensive, time consuming, and expensive. Through the use of a process called embossing (silvery holograms with poor image quality) printing identical copies of the original hologram can be relatively inexpensive, driving down the per hologram cost as more copies are produced. Traditionally, the most economically feasible applications for holograms are those requiring large quantities of identical low quality holograms in such applications as product packaging, security, and special promotions.
Due to expense and quality issues, two market segments have developed: (1) high volume, low cost-per-hologram applications, and (2) low volume, high cost-per-hologram, artistic applications.
High Volume Applications
Today, holography is dominated by a few large companies with budgets capable of handling large quantities (tens of thousands or even millions) of identical stamped out holograms, or limited edition, high-cost, special holograms.
Low Volume "Custom" Applications
A small group of holography companies specializes in producing a handful of holograms at a time. These holograms are often made for special commercial display situations, such as trade shows, or commissioned artwork for a new office building. Some are also created and sold as art pieces. The price of these holograms reflects the cost of a labor-intensive process. Small and simple holograms cost several thousand dollars, while a larger images (with complex features) costing $50,000 or more.
Strategic Growth Opportunities
The Company is committed to being a leader in innovating and developing new technologies for the future that are complementary to its mission of making holographic science more accessible and cost-effective tools for businesses and individuals. The Company believes its core technology also has applications in: Holographic Cameras, Holographic Portraits, One-Hour Hologram Processing Centers, Personal Computer Hologram Printers, and Holographic or 3-D Television and Monitors.
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Holographics
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