2019年12月17日星期二

OLED panel market Samsung monopoly Apple invaded domestic mobile phone how to deal with?

In 2016, the millet MIX concept mobile phone was born and the initial test of the full screen caused the industry's high praise. At this point, the smart phone industry opened a new chapter, and for the display industry, the emergence of a full-screen OLED panel is also in short supply, ushering in a new era of development.

OLED panel

In the second half of 2017, the full-screen market broke out. Domestic and foreign mobile phone brands launched their full-screen new machines, and the Apple iPhoneX, which symbolized high-end mobile phones, also adopted a full-screen design, pushing it to a climax. The OLED panel is the best partner for a full screen. Under this influence, the OLED panel has also become the mainstream of high-end mobile phones.

In fact, OLED panels do have advantages over LCD panels, such as lighter weight, lower power consumption, and better color display. The adoption of OLED panels for full-screen mobile phones can result in a higher ratio of screens, and can also solve problems such as power consumption caused by full-screen designs. In 2018, the overall screen boom will continue to develop. Along with the full-screen technical maturity and the penetration of low-end mobile phones, OLED panel supply will inevitably be in short supply.

However, at present, the OLED panel supply is being monopolized by Samsung, and the orders have also been taken away by Apple. How should domestic mobile phones respond?

OLED panel

Japan and South Korea in the OLED market: the Samsung monopoly Sharp battle

The popularity of full-screen mobile phones, CES2018 global manufacturers of OLED panel TVs and other products frequently debut, means that OLED panels will be the future mainstream. At present, the global market for small and medium size OLED panels is becoming increasingly fierce. In addition to Japanese and South Korean manufacturers competing with each other, Chinese mainland panel makers have also begun to actively invest in them, and the OLED panel market has reached the era of three pillars.

However, the frustrating reality is that Samsung monopolizes small and medium sized OLED panels worldwide, and other manufacturers are unable to compete. Although Samsung's biggest rival, LGD, is trying to expand the production capacity of small and medium sized OLED panels, there are problems in productivity and quality in a short period of time. It is evident that there will be no supply of OLED panels for Apple in 2018.

Although China is expected to challenge Samsung in the OLED panel industry, this year it still lacks some of the heat. According to media reports, BOE has started production of OLED panels, and is also building a new OLED panel production line. Another panel company, Huaxing Optoelectronics, is also stepping up its efforts to build its OLED panel production line.

However, the yield of OLED panels is still a big problem, and even Samsung has been working hard for many years to achieve mass production. LGD has also encountered difficulties in small and medium sized OLED panels. In short, taking the example of BOE, the largest panel maker in the country, the technology continues to catch up, but it still takes some time to solve problems and achieve mass production.

It is worth mentioning that on the contrary, Sharp first gave good news! On January 15th, Hon Hai, vice president of Hon Hai Group and President of the Sharp Dai Zhengwu confirmed the rumor for the first time in an interview. Sharp will mass-produce OLED panels in the first quarter of this year, breaking Samsung’s monopoly. At the same time, Sharp will also launch a full-screen mobile phone equipped with OLED panels this year.

Interestingly, after Sharp was acquired by Foxconn, it is now seeking to rank among Apple's suppliers. Once successful, the production volume of OLED panels is more than one, but it is also a priority to supply Apple, and it is difficult for Chinese-made mobile phones to occupy a large share.

Apple Invades OLED Panels

In 2018, the demand for OLED panels in the smart phone market increased, and Apple invaded most of the OLED panel orders. This caused domestic mobile phones to enter the high-end market and force full screens to face OLED panel shortages.

Last year, Samsung's supply of OLED panels to Apple's iPhoneX all resulted in tight supply of global OLED panels. This year, at least two iPhones will require OLED panels, and Samsung’s own mid- to high-end flagship handsets will begin to carry AMOLED displays. This will undoubtedly aggravate the supply shortage of OLED panels.

As mentioned above, Samsung is in a monopoly on small and medium size OLED panels worldwide. According to statistics released by Counterpoint, a market research organization, China’s mobile phone brands Huawei, OPPO, and vivo accounted for a 12% share of total profits in the third quarter of last year. Their own mobile phone business has limited profits, which has led them to compete for OLED panel supply. Hard to compete with Apple.

The OLED panel is already the standard of future high-end smart phones. The domestic mobile phone brands want to make efforts in the global high-end market, and the OLED panel is not fully supplied, which will lead to the loss of the Samsung Apple.

As a result, domestic mobile phone manufacturers have to start looking for other panel materials to replace OLED panels.

Domestic mobile phone brands take the initiative to embrace MicroLED

Recently, according to media reports, domestic mobile phone manufacturers Huawei, Xiaomi and OPPO have planned to replace AMOLED with MicroLED in the second half of 2018, avoiding the oversupply of smart phone screen supply by Apple.

After all, the current OLED panel production capacity has not yet expanded, high-quality production line is still controlled by Samsung, Sharp, although confirmed that the first quarter of this year, the official production, but it is also likely to invest in the embrace of Apple. The domestic panel makers such as BOE, the industry predicts that at least until 2020 to ease the OLED capacity shortage.

In this context, domestic mobile phone brands may be forced to make other choices.

According to the Taiwanese media digitimes report, domestic mobile phone manufacturers including Huawei, OPPO and Xiaomi, including smart phone manufacturers, are planning to use more advanced MicroLED as the screen technology of the flagship machine in the second half of 2018 instead of AMOLED.

MicroLED, known as μLED or micro LED, was first invented in 2000 by Professor Hong Xing of Kansas State University and Professor Jingyu Lin of Texas Tech University. Like OLEDs, they all consist of light emitting diodes. While inheriting the advantages of OLED, it also has better response speed, contrast and color saturation.

MicroLED is also considered to be the ultimate evolutionary goal of LED screens, and the development of its key technologies has always been a concern. The development of MicroLED in the display industry has never fallen. It is worth mentioning that Apple itself is one of the companies that dominate the layout of MicroLED. And Taiwan's most important MicroLED production base, many Taiwanese panel makers have begun to step up the 2018 MicroLED production.

When domestic mobile phone manufacturers start to actively embrace MicroLED, it may promote its mass production to come first.

New screen battle or will be fired

MicroLED will be the display industry is the next outlet, when Apple is still competing for OLED production line, the domestic mobile phone brands have already planned to skip this stage, directly to seize the pretext of MicroLED.

According to industry insiders, several major domestic mobile phone brands have begun to require Taiwanese supply chain manufacturers to adjust the original LED production line to MicroLED production line in June 2018. Taiwan’s largest LED epitaxial wafer and wafer maker Epistar Semiconductor’s externally stated that specifications will be developed in the first half of the year and that MicroLEDs for smart phones and TVs will be put into production in the second half of the year.

In this regard, optimistic forecasts for the use of MicroLED screens for 15 million smart phones in 2018, then the global annual demand will reach 60 billion, the market prospect is unprecedented. However, there are many practical problems, and OLED production capacity is still not able to meet the needs, let alone further advance MicroLED. It is understood that the only company that will commercialize MicroLED technology is Sony. At the CES2018 International Consumer Electronics Show, Sony demonstrated a 10.1-inch MicroLED vehicle-mounted display, which indicates that MicroLED has already achieved a smaller package size.

However, application to smart phones will inevitably require higher processing technologies and materials, as well as ultra-high-density packaging technology. Then the question arises. Under the circumstance that the MicroLED market is not yet mature, can the domestic mobile phone brand really take the lead and use the MicroLED panel?

If this news is accurate, then this means that the new screen war is about to start. For the smart phone industry, this is also a risk and an opportunity to co-exist.

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