VDC Research Group
Power Conversion and
Control Practice
An Executive Brief
THE 20.1 KVA AND OVER UPS MARKET:
From VDC’s 2008 Power Protection Market Intelligence Service
Volumes 4 – 6
Prepared by:
Brian Greenberg, Senior Analyst
Power Conversion and Control Practice
VDC Research Group
October 2008
All rights reserved
An Executive Brief, THE 20.1 KVA AND OVER UPS MARKET
1
The need to store and process large amounts of data in new and more complex ways shows no sign of
abating. Data centers will drive UPS revenue growth of leading vendors such as APC, Eaton and
Emerson Network Power over the next five years.
As the need to store more data and provide more computing power increases, participants throughout the
enterprise data center commercial value chain continue to evaluate methods and alternatives to slow
down the associated increases in electricity consumption and operating costs. More efficient equipment,
the availability of design/monitoring and control software, and alternative energy storage technologies are
all being researched, developed and deployed.
Advancements in these areas will also present a new set of growth opportunities both for established and
emerging participants.
MARKET OVERVIEW
VDC estimates worldwide shipments of 20.1 kVA and over UPSs totaled $US 2.8 billion in 2007. Total
shipments are forecast to grow with an average compounded annual growth rate (CAGR) of 11.9%,
reaching $US 4.9 billion in 2012 (Exhibit 1).
Exhibit 1
20.1 kVA and Over UPS 2007 Estimated and 2012 Forecasted Shipments Segmented by Region
(Dollars in Millions)
6,000
5,000
1,538.6
4,000
3,000
1,442.2
822.1
2,000
853.0
1,000
1,906.8
1,112.6
0
2007
2012
Asia-Pacific
EMEA (Europe, Middle East, Africa)
Americas
© 2008 VDC Research Group, Inc.
An Executive Brief, THE 20.1 KVA AND OVER UPS MARKET
2
Some of the applications and market segments driving demand and growth for IT hardware, including
UPS solutions, include:
•
Mid-sized to large data centers
•
Unified communications
•
Real-time inventory and supply chain management
•
Electronic medical records
•
Online entertainment
VENDOR MARKET SHARE
The leading vendors accounted for more than 50% of the market (Exhibit 2). They also continue to
expand their footprints through new product and service introductions and new partnerships.
Exhibit 2
Top 5 Worldwide Vendors of 20.1 kVA and Over UPSs
(Ranked in Descending Order)
Emerson Network Power
American Power Conversion
Eaton Corporation
Mitsubishi
Piller
Looking toward the potential of Asia, Emerson expanded it channel network in Asia and Eaton acquired
Phoenixtec. APC’s acquisition by Schneider Electric and subsequent merger with MGE enabled
Schneider to become a significant presence in all regions. In 2007 APC and Schneider Electric also
announced a partnership with IBM in their Energy Efficiency Initiative.
Beyond batteries, Emerson also offers Pentadyne flywheels as alternatives to their battery-based UPS.
Pentadyne and Active Power, another emerging participant in the UPS market, have both seen continued
market acceptance of their flywheel technologies. VDC expects the use of flywheels in backup power
applications to see significant gains in the coming years as IT and facility managers look to reduce or
eliminate the costs associated with lead-acid battery monitoring and maintenance.
© 2008 VDC Research Group, Inc.
An Executive Brief, THE 20.1 KVA AND OVER UPS MARKET
3
CHANNELS
Direct and indirect sales channels were used almost equally. Their market position(s) can be described
primarily in two ways:
1. Vendors of UPSs in this market tend to rely on their direct sales channels for their larger projects
(Exhibit 3).
2. Virtually all other business is routed through channels based on market preferences for aggregated
sourcing or value-added services
Exhibit 3
Worldwide 20.1 and kVA UPS 2007 Estimated Shipments Segmented by Distribution Channels
(Percent of Dollars)
2007 Total: $US 2.8 Billion
Other
1.4%
OEM/Pvt.
Label
3.5%
Distributor
15.5%
Direct
43.6%
Reseller
36.0%
Many organizations recognize that achieving long-term success is not possible without strong business
partner relationships. Manufacturers in this market maintain relationships with various networks of
resellers and distributors. The more established relationships allow manufacturers to:
•
Deliver solutions to high-volume customers across a wide geographic area in a
timely fashion.
•
Provide pre-sales, technical and overall account service to medium and large
system customers.
•
Access key decision makers, buyers, account managers and program managers of highvalue and high-volume accounts.
© 2008 VDC Research Group, Inc.
An Executive Brief, THE 20.1 KVA AND OVER UPS MARKET
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After-purchase support presents a major opportunity for vendors. While purchasers of larger UPS
systems expect a high level of reliability for their systems, they also expect to have access to a customer
service organization that can respond to requests around the clock and offer on-site assistance when
necessary.
BEING GREEN
The environment has become an increasingly important factor when making decisions about many
technology-related activities and purchases, from the greenness of products to the carbon footprint of
organizations and their facilities. UPS manufacturers are making a major push toward green power as
their customers demand greener, smaller and more efficient solutions. As power consumption and energy
prices rise, end users are taking a closer look at their existing power consumption, including
uninterruptible power supplies. For UPS manufacturers, this can create opportunities for upgrades to
more efficient models and the resulting unit shipments.
It will become essential to develop solutions that are highly efficient and help lower the total cost of
ownership (TCO) for the end user. In order to address these challenges, many UPS manufacturers are
developing technologies that increase energy efficiency and reduce UPS lifecycle costs. These
developments include investigation of alternative energy storage technologies such as flywheels and fuel
cells, as well monitoring and control software.
As IT managers struggle with increasing data-handling demands and energy expenses, many companies
will continue to look for new ways to curtail costs and meet the various industry and governmental
efficiency requirements. Successful UPS manufacturers will be able to support these efforts by
participating in government and industry programs and by providing power protection solutions that not
only consume less electricity themselves but also help customers reduce their overall electricity usage.
Critical power backup is no longer about a battery pack and power electronics. It requires a system and
holistic view to offer the best and most cost-effective solution on a customer-by-customer basis.
© 2008 VDC Research Group, Inc.
An Executive Brief, THE 20.1 KVA AND OVER UPS MARKET
5
ABOUT THE STUDY
This executive brief is based on the most comprehensive market research report available on the worldwide
markets for uninterruptible power supplies 20.1 kVA and over. These reports are packed with nearly 100
exhibits, deep market segmentations, and an extensive discussion of the most important issues affecting
the industry. As part of our 13th edition of our 2008 Power Protection Program (which includes six volumes
on the UPS market and three volumes on the surge suppressor market), VDC covers the 20.1 kVA and
over market across three volumes:
•
Volume 4: Americas (North, Central and South America) 20.1 kVA and over UPS market;
•
Volume 5: EMEA (Europe, Middle East, Africa) 20.1 kVA and over UPS market; and
•
Volume 6: APAC (Asia-Pacific) 20.1 kVA and over UPS market.
ABOUT VDC RESEARCH GROUP
VDC Research Group, Inc. (VDC) is a technology market research and strategy consulting firm that
advises clients in a number of industrial, embedded, component, retail automation, RFID, AIDC,
datacom/telecom, and defense markets. Using rigorous primary research and analysis techniques, the
firm helps its clients identify, plan for, and capitalize on current and emerging market opportunities. We
strive to deliver exceptional value to our clients by leveraging the considerable technical, operational,
educational and professional experience of our research and consulting staff. During our nearly four
decades of ongoing operation, we have had the pleasure of serving most of the world’s leading
technology companies, many high-profile start-ups, and numerous blue-chip early and later stage
investors. Our products and services consist of research reports, annual research programs, and custom
research and consulting services. Founded in 1971, the firm is located in the Boston area. Please visit our
Web site at www.vdcresearch.com to learn more.
For further information about VDC’s 2008 Power Protection Market Intelligence Program, contact:
Brian Greenberg, Analyst, Power Conversion and Control Practice, +1.508.653.9000 ext. 146,
bgreenberg@vdcresearch.com
For pricing/purchasing information, contact:
Tim Shea, Account Executive, +1.508.653.9000 ext. 119, tims@vdcresearch.com
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