Rigid OLEDs dominate shipments of the OLED market for smartphones

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Reporter : Daejeong Yoon

According to UBI Research’s 4th quarter OLED display market track, rigid OLED is still the main product in the OLED market for smartphones, with 79.2% of the total OLED market in 2019. As a result of counting and analyzing shipments up to the third quarter of 2019, rigid OLED accounted for 237 million units of the total shipment of 338 million units.

<Source: UBI Research Q4 OLED Market Track>

Display companies all over the world have invested heavily in the flexible OLED line, but rigid OLED is still the main OLED used in smartphones. This reflects that the display companies have invested without forecasting the market situation properly.

Rigid OLEDs for smartphones are mostly supplied by Samsung Display. Rigid OLEDs are also produced in China’s Visionox and EDO, but are not yet available to brand companies. As the A1 and A2 lines, which produce rigid OLEDs at Samsung Display, are both in full operation, Samsung Display can no longer supply products in the growing rigid OLED market.

Flexible OLED lines will continue to be invested by 2023, and the annual production area will increase to 20 million square meters per year, but the line capa for rigid OLEDs has been frozen since 7 million square meters per year.

<Source: UBI Research Q4 OLED Market Track>

Therefore, in order to cope with the growing rigid OLED market, it is necessary to convert flexible lines to rigid OLED lines or to further invest in rigid OLED lines.

In order for Samsung Display to dominate and have a differentiated market in the display industry, it is time for latecomers to consider converting flexible OLED lines to rigid OLED lines.

The next full-screen display trend is the under-display camera

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Reporter : Daejeong Yoon

Since Samsung’s Galaxy S8 and Apple’s iPhone X launch, smartphones with the Home button removed have become a trend in the smartphone market.

Due to the nature of smartphones that cannot grow indefinitely, display sizes with a large proportion within limited smartphone sizes are directly related to the competitiveness of smartphone set makers.

Samsung’s Galaxy S10, which was recently released, attracted great attention with its flexible OLED with HIAA (hole in active area) technology. Notch or HIAA designs, however, can still interfere with video viewing and gaming because camera lenses occupy a small portion of the display.

That is why a number of panel makers are developing under display camera technology for a full-screen display.

Under display camera technology allows the front camera to be placed behind the display for a full-screen display. Oppo unveiled the first smartphone with the technology at MWC China 2019, and BOE and Visionox also anticipated that under-display cameras will become the next trend in smartphones at CIOC 2019.

It is expected that screen, camera module, and algorithmic technologies will all be specially designed to implement under display camera technology. Specifically, the technology to make the pixel near the camera at low resolution to secure transmittance, to mount a CMOS image sensor of a larger pixel size than the existing, and to apply algorithm technology to improve the picture quality.

The trend of full-screen smartphones, which began in 2017, is paying attention to whether full-screen smartphones will bloom with the technology of under-display cameras since 2020.

OLED flagship size for smartphones ranges from 5.5 inches to 6.5 inches

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Reporter : Daejeong Yoon

According to UBI Research’s 3rd quarter OLED display market track, the size of OLED for smartphones is gradually shifting from 5.5~5.99 inches to 6~6.49 inches.

Among the OLED shipments for smartphones of 430 million units in 2017, 5.5-5.99 inches accounted for 52.5%, but in the shipment performance until the third quarter of 2019, 5.5-5.99 inches decreased to 49.6% and 6-6.49 inches increased to 42.3%.

In 2017, more than 5.5 inches of OLED smartphones were 78.5%, but now more than 5.5 inches are 91.9%. This reflects that consumers are demanding larger OLED smartphones.

 

When analyzed by detailed size, 5.5-inch OLED shipments were the most at 39.5%, and second, 6.4-inch OLEDs were the highest at 20.1%. Most of the 5.5-inch are rigid OLEDs and are mainly used by Galaxy J series, Chinese companies such as Huawei, Xiaomi, Oppo and Vivo. In the 6.4 inch, the main application is the rigid OLED for the Galaxy A series.

<Source: UBI Research Q3 OLED Market Track>

Because the Galaxy S series, which adopts flexible OLED, and Apple’s iPhone X are very expensive in the global OLED smartphone market, the market growth is very slow. In comparison, the Galaxy A series and J series are growing fast because they are intended for the mid-priced smartphone market.

 

While Samsung’s Galaxy has lost market share in the Chinese market, Chinese smartphone makers Huawei, Xiaomi, Oppo and Vivo are expanding the Chinese market as smartphones using rigid OLEDs from Samsung Display.

This means that Samsung Electronics lost the Chinese market, but Samsung Display’s OLED business is gradually expanding its influence in the Chinese market. The growing market share of OLED smartphones in the Chinese smartphone market indicates that Samsung Display can overwhelm the OLED market in the future, and that revenues will be updated every year.