Fujifilm will add tough-touch to Microsoft Vs Apple war – MSFT, AAPL, ATM, UNXL, HPQ, DELL, 7731, 77520 & 005935
Northern, WI 03/12/2013 (gdpwatch) – The personal computer industry is under attack from companies that sell mobile devices and the only way to survive is by putting up a good fight. Microsoft Corporation (NASDAQ:MSFT) has found an ally in FUJIFILM Holdings Corp (TYO:4901). The company that is best recognized as one that makes cameras and film is creating touch screen displays that are more affordable and bigger, for these mobile companies. ITO is the brittle and rare material that is used to make the sensors that go into the big touch-responsive panels in desktops and laptops. This makes them more expensive to produce. FUJIFILM Holdings Corp (TYO:4901), with its experience and expertise in silver is changing all that.
Apple- old player in the market
Apart from FujiFilm, Atmel Corporation (NASDAQ:ATM) and UniPixel Inc (NASDAQ:UNXL) are working on approaches that will prove to be less expensive than existing ones that will help the computer industry. It will not have to rely on ITO as much as it does. At the moment, this is the biggest obstacle in the addition of touch screen technology to PC screens. This year only 13 percent of notebooks will have the touchscreen feature. Apple Inc (NASDAQ:AAPL) has been manufacturing and marketing touch-screen products since 2007 and Microsoft Corporation (NASDAQ:MSFT), Hewlett-Packard Company (NYSE:HPQ) and Dell Inc (NASDAQ:DELL) are struggling to keep pace. The wait for an ITO replacement has been a very long one.
PC sales falling with every passing day
PC sales have been on the decline and are slated to fall further by 1.3 percent this year. Adding touch to desktops adds around $180 to the cost of the product whilst only $45 gets added by the addition of this functionality to tablets and smaller computers. October saw the launch of Microsoft Corporation (NASDAQ:MSFT)’s Windows 8 OS revolving around touch technology but received a very dim response. This primarily due to the economic crisis that prevented people from buying high-priced products and the absence of touch technology available on various other gadgets.
Touch-screen technology in demand
A spokesperson for Microsoft, Mark Martin said that touch screen functionality is becoming less of an option and more of a must-have. He declined to confirm whether the company will be purchasing this technology from FUJIFILM Holdings Corp (TYO:4901). At the moment the Japanese company is not listed as a supplier for Microsoft. However, Tokyo-based FUJIFILM Holdings Corp (TYO:4901) is leveraging its technology to meet demands. It uses silver halide in the manufacture of grid sensor-meshes. These fine, almost invisible wires detect touch and the company has been getting a much stronger response to its product since fall.
Costing needs to be lowered
The main challenge for manufacturers of notebooks is the cost of touch-screen technology. It can’t get consumers to buy its products that are more expensive than existing touch-screen tablets and smartphones. Almost every touch-enabled device, iPad, iPhone currently use ITO which is a rare-earth material that comes from China.
The Japanese company Nitto Denko Corp is the largest ITO-based touch sensor producer and Samsung Electronics Co., Ltd (KRX:005935) and Apple Inc (NASDAQ:AAPL) are amongst its top customers. ASUSTEK Computer Inc (TPE:2357)’s latest tablets will also have these new sensors in them. The mobile world is heading towards a more touch-friendly future
Shares of FUJIFILM Holdings Corp (TYO:4901) went up by 1.26% to close at $1850.00
Shares of Microsoft Corporation (NASDAQ:MSFT) went down by 0.46% to close at $27.87
Shares of Apple Inc (NASDAQ:AAPL) went up by 1.42%to close at $437.87
Shares of Atmel Corporation (NASDAQ:ATM) went up by 5.26% to close at $6.80
Shares of UniPixel Inc (NASDAQ:UNXL) went up by 6.26% to close at $28.69
Shares of Hewlett-Packard Company (NYSE:HPQ) went up by 0.78% to close at $21.03
Shares of Dell Inc (NASDAQ:DELL) went up by 1.48% to close at 14.37%
Shares of NIKON CORPORATION (TYO:7731) went up by 0.89% to close at $2049.00
Shares of Ricoh Co Ltd (TYO:77520 went up by 2.93% to close at $1088.00
Shares of ASUSTEK Computer Inc (TPE:2357) went up buy 0.43% to close at $351.50
Shares of Samsung Electronics Co., Ltd (KRX:005935) went down by 0.23% to close at $875,000.00
Tagged Apple Inc (NASDAQ:AAPL), ASUSTEK Computer Inc (TPE:2357), Atmel Corporation (NASDAQ:ATM), Dell Inc (NASDAQ:DELL), FUJIFILM Holdings Corp (TYO:4901), Hewlett-Packard Company (NYSE:HPQ), KRX:005935, Microsoft Corporation (NASDAQ:MSFT), NASDAQ:AAPL, NASDAQ:ATM, NASDAQ:DELL, NASDAQ:MSFT, NASDAQ:UNXL, NIKON CORPORATION (TYO:7731), NYSE:HPQ, Ricoh Co Ltd (TYO:77520), Samsung Electronics Co. Ltd (KRX:005935), TPE:2357, TYO:4901, TYO:7731, TYO:77520, UniPixel Inc (NASDAQ:UNXL)