Intraoperative Imaging Market: opportunities and challenges
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How growth in emerging markets present an opportunity?
Emerging economies such as China, India, Brazil, Mexico, and several Middle Eastern countries are expected to witness high growth in the intraoperative imaging market. These markets are majorly untapped and are characterized by improving healthcare infrastructure, significant growth in geriatric population, a growing middle-class, and rising income levels, which together are driving the demand for improved healthcare using advanced medical technologies. To leverage the growth opportunities in these markets, major players are focusing on expanding their presence in Asia-Pacific, Latin America, and the Middle East. For instance, in February 2015, Shimadzu Corporation (Japan) established Shimadzu Malaysia Sdn Bhd, an indirectly-owned subsidiary, which strengthened the company’s manufacturing, sales, and application support capabilities in the Indian subcontinents and ASEAN region. Furthermore, Ziehm Imaging GmbH (Germany) entered into an agreement with Sul Imagem (Brazil), to manufacture mobile C-arms in Brazil. This agreement focused on manufacturing the first Ziehm Imaging C-arm—Ziehm 8000 BR—in the country.
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Why survival of new entrants and small players is a challenge?
The intraoperative imaging market is a capital-intensive market. High entry barriers are present in this market for new players majorly due to the requirement of significant capital investments to develop and market new products and technologies. Additionally, in order to survive in the market, players are required to continue making investments to update their existing product portfolios and maintain their competitive positioning. Established players such as GE (U.K.), Medtronic (Ireland), Siemens Healthcare GmbH (Germany), Koninklijke Philips N.V. (Netherlands), and Brainlab AG (Germany) have extensive product portfolios and a strong brand image, owing to which the majority of end users prefer the products offered by these established companies over those offered by new entrants. This makes it difficult for small players and new entrants to establish their presence in the market.
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