What Is It?
Touch screens have the ability to detect the sense of touch within the screen area. This technology can easily replace keyboards and mouses on computers, laptops, and lately, phones have started to adopt this new method of input (ie iPhone). It is also used in many everyday items such as an ATM machine.
Examples of New Usage of Touch Screens
iPhoneApple launched the iPhone in the summer of 2007 and was able to capture the majority of the phone market share in the United States despite having a mid-year launch.
The iPhone has a virtual keyboard on the touchscreen as you can tell by the picture on the left. There are other phones, such as the Motorola A1200, with the touchscreen application, but Apple is the first company to launch products (iPhone and iTouch) with a virtual keyboard on their touchscreen, which has become very popular in the past six months.
Canova Dual Touch Screen LaptopThis laptop is a touch screen notebook created by V12 Design. Canova has the same usage applications as other notebook, but everything is in touch screen (touch screen keyboard).
Nintendo DS
The bottom screen of the Nintendo DS is a pressure-sensitive touchscreen that accepts input from a stylus included in the packaging. It is also sensitive enough to respond to the user's fingers.
This is a relatively new form of playing video games and the Nintendo DS is rather popular worldwide.
Porter's Five Forces Model
Touchscreen technology has become a very popular alternative to a keyboard in various products. Thus, many display manufacturers worldwide have acknowledged this popular and growing trend and have begun to integrate the touchscreen application into their fundamental designs of their products. Since many manufacturers are choosing to integrate touchscreen functionality, the marginal cost of touchscreen technology is usually absorbed into the product that it is incorporated in and is effectively eliminated. Thus, with the popularity and the acceptable marginal costs of this application, there is high competition between the existing manufacturers in the industry. Since touchscreens are only sold as an integration of another product, it could affect the overall product. This can range from phones to video games. Since there is an existing high competition between, for example, the phone industry, touch screens could potentially affect the price for phones, further lowering the price to attract consumers and gain a sufficient market share.
Touchscreen technology is currently in its mature stage. It is currently at the point where its reliability is undeniable. Many consumers have come accustomed to this new technology and are looking for the next new product that features this application. Touchscreen has almost become a requirement for the next big thing in the technological world.
It is not difficult to switch from one company to another when it comes to purchasing a product with integrated touchscreen technology. There are many phone companies, computer companies etc. Since there are so many manufacturer companies, buyers ultimately have power, so prices cannot be raised. Instead, they are usually lowered as time passes due to this fast-paced industry. This strategy is used to attract more customers, hopefully convincing some to move from one company to another because of the lower prices for the relatively same product. Each company's goal is to increase their market share from year to year.
References
Touchscreen.com "How Does a Touchscreen Work?" Available at http://www.touchscreens.com/intro-anatomy.html
Gizmodo "Canova's Dual-Screen Laptop." Available at http://gizmodo.com/gadgets/canova/canovas-dualscreen-laptop-likes-being-touched-233200.php
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