LG Display’s winning move, OLED TV Price

140627_LG D Workshop

 

LG Display (LGD) actively competes in TV market by reducing OLED TV price.

A department head Byeonggyu Roh of LGD emphasized “cost reduction of LGD’s OLED panel should be carried out across all processes and continued” and introduced its cost reduction strategy for the OLED panel for the 2nd Annual OLED Workshop held on 24th.

Key cost reduction strategy includes various ways such as investment cost reduction by rearranging the existing lines and modifying equipment; material cost reduction by optimizing the thickness of layers for TFT, the OLED and encapsulation; tact time improvement; and production efficiency increase by investing in M2 line. Also it was expected that soluble process will be the core technology for cost reduction in the future.

CEO of UBI Research, Choong Hoon Yi, said “LGD’s ultimate goal is to reduce the price by 1.1 times compare to LCD” and announced “cost down can be realized through reducing investment cost as 65” UHD OLED TV displayed at SID 2014 applied the existing co-planar to reduce from the previous 6mask to 4mask.”

LGD recently began supplying the OLED TV panel to China, and it plans to operate the M2 line in the latter half of this year. It also dropped the price of a 55” FHD curved OLED TV to $3,999 from the released price of $15,000 and a price war with the LCD TV is about to begin.

Samsung Display’s super AMOLED of Galaxy Tap S scored the highest ever

Galaxy Tap S, which applied Samsung Display’s (SDC) super AMOLED panel, recorded the highest score of Excellent A in the comprehensive evaluation by a professional display group in the U.S., DisplayMate. The Galaxy Tap S surpasses the previous winners of Kindle Fire HDX 8.9”, the 1st, and iPad Air, the 2nd, and topped the list with the AMOLED not LCD. This will be a new energizer for the OLED market.

SDC’s super AMOLED panel adopted by the Galaxy Tap S is WQXGA (2560 x 1600) and scored the highest points in color reproduction categories such as color gamut and color accuracy among various evaluating categories of DisplayMate. With such high score, it is rated as a professional monitor with excellent picture quality. Achieving ‘Excellent A’ in outdoor visibility category showed that it is not far behind in brightness and better in viewing angle and contrast compare to the LCD. It was a chance to show the customers that the OLED excels the LCD.

SDC unveiled the super AMOLED panel for the first time at SID 2014. M6, which is a upgraded luminescent material from one used in the Galaxy S5, is applied and shows excellent performance.

140626_Galaxy Tap S 10.5 Source Samsung Electronics

<Galaxy Tap S 10.5 Source: Samsung Electronics>

Finding a way for OLED industry in flexible

Samsung is preparing to introduce foldable AMOLED panel applied mobile product, and LG will release a new product with the flexible AMOLED panel in the latter half of this year.

As the flexible OLED commercializes, its R&D also accelerates. It was analyzed that the trend of papers published at SID 2014 is the flexible OLED as 9 more papers totaling 23 regarding the flexible OLED were published at SID 2014 than 14 papers 2013.

SEL displayed its best technology in the flexible OLED by introducing a tri-folded AMOLED panel, a book type AMOLED panel, and 13.5” and 5.2” high resolution flexible AMOLED panels at SID 2014. AMOLED latecomers such as AUO, BOE and CSOT also published papers on the flexible AMOLED panel and showed that more display companies are entering the flexible OLED development.

As such, active R&D on the flexible OLED is carried out by industry-academic-institute, and it is expected that the flexible will be more focused in the OLED display sector. A keyword of the flexible will differentiate it from the LCD and is expected to lead the display industry.

140625_ SEL’s 5.9” tri-folded AMOLED panel at SID2014

 SEL’s 5.9” tri-folded AMOLED panel at SID2014

 

Imminent release of AMOLED Tablet PC by Samsung

Samsung Display (SDC) unveiled AMOLED panels for 8” and 10” tablet PCs, which is known to be on the market by Samsung Electronics (SSE) from this July.

140611_Samsung Display’s 8” (left) and 10” (right) AMOLED for tablet PCs

<Samsung Display’s 8” (left) and 10” (right) AMOLED for tablet PCs>

 

Their detailed specifications were not publicized but assumed to be 8.4” and 10.5” with WQXGA (2560 x 1600) resolution. It is forecasted that M6 will be used in the unveiled AMOLED panel for the tablet PC which is an upgraded luminescent material from one used in Galaxy S5. Phosphorescence red and green of DS-Hi-Metal and Cheil Industries Inc. are applied to the M6 material.

Samsung has been focusing on the tablet PC area as a major business from early this year and expects that the tablet PC will become a device experiencing unprecedentedly rapid growth in IT history as display penetration rate for the tablet PC increases fast.

Samsung already launched 7.7” Galaxy tap, which adopted 7.7” AMOLED panel in 2011.

[SID 2014] Latecomers catching up aggressively

AMOLED latecomers; BOE, AUO and Tianma are rapidly catching up the AMOLED development of Samsung Display (SDC) and LG Display (LGD) at SID 2014.

BOE expressed possibility of investing in TV following mobiles by displaying 55” FHD AMOLED panel. In terms of technology readiness level, it is incompatibly lower than panels of LGD and SDC though, it is considerably fast that it was developed in six months and produced in a pilot line in Hefei.

AUO showed that its AMOLED technology had reached at certain level by unveiling 5.7” WQHD (513ppi) ultra-high resolution AMOLED panel. More attention drew towards AUO’s panel because its production method is RGB+FMM as SDC uses and the high resolution is realized with real RGB strip type rather pentile. AUO also expressed its will on AMOLED business by showing 5” HD flexible AMOLED panel and 1.6” AMOLED panel for a smart watch.

Tianma also unveiled 5.5” HD AMOLED panel. Its performance lags behind the current AMOLED panel, but it ai    ms to supply middle-end and low-end panel targeting mass-production of 5.5” FHD AMOLED through continuous R&D.

Challenges of Chinese and Taiwanese makers become serious in the AMOLED market, where Korean makers, SDC and LGD, are dominant, and the latecomers are about to invest in the sector. Thus, it is expected that the AMOLED industry will constantly grow.

140611_BOE의 55ich FHD OLED panel

<BOE’s55ich FHD OLED panel>

140611_AUO의 5.7inch FHD AMOLED panel

 <AUO’s 5.7inch FHD AMOLED panel>

140611_AUO의 5inch HD flexible AMOLED panel

<AUO’s 5inch HD flexible AMOLED panel>

140611_Tianma의 5.5inch HD AMOLED panel

<Tianma’s 5.5inch HD AMOLED panel>