The WAVE Report archive is available on http://www.wave-report.com -------------------------------------- 0805.1 FPD Market Status 0805.2 Samsung SDI 0805.3 Active Matrix OLED Emerges 0805.4 FPD Market Dynamics 0805.5 Digital Signage 0805.6 Multi-Touch Technology 0805.7 Synaptics 0805.8 ELO TouchSystems 0805.9 Immersion 0805.10 RPO 0805.11 Toshiba Matsushita -------------------------------------- San Diego, CA DisplaySearch FPD 2008 follows 10 years of superb conferences. While many events that the WAVE attends struggle with quality content, that is, lack of speaker preparation and poor organization, DisplaySearch events are at the top in terms of content and quality. None of the events we attend on a regular basis provide so much presentation information. This is directly related to the quality of the market work at DisplaySearch and its CRO and Founder, Ross Young. DisplaySearch FPD 2008 met the high bar that we have come to expect placing it again in the rare position of a first class event.
0805.1 FPD Market Status Ross Young, Chief Research Office and Founder, gave his customary state of the industry overview. Since 1996 there has been huge growth of the displaysupply chain. The display retail market has gone from $17B to $222B. The crystal cycle of investment, oversupply, price declines, shortages and reinvestment continues. For 2007 was a banner year in terms of profits. Due to careful control of inventory in Q1 2007, a drop in In the large panel market the revenue growth was 38% and the highest since 2004. DisplaySearch estimates There was an important shift where small and medium panels were produced in 5th generation fabs, which On a worldwide basis Q3 was the first quarter where LCD TVs overtook CRTs. A watershed event which has OLED continue to have great promise. While OLEDs are superior to LCDs in many areas they remain constrained Wal-Mart and the clubs are having a major impact on the retail space. Both retailers captured market share Key expectations going forward include: OLED is expected to grow 120%
0805.2 Samsung SDI Ho Kyoon Chung, EVP, CTO Samsung SDI, gave an overview of its entry into OLED manufacturing and creating a new market. In September 2007 Samsung SDI became the first company to mass produced AMOLED. Its capacity is 1.5M/month It is claimed that in 9 months the same backplane yields have been achieve in LTPS that took 24 months OLED has a cost advantage over TFT-LCD with materials 40% less. This is due to the differences in Drive IC, The touch screen technology can be achieve directly within the panel with low material cost. This is an Samsung SDI has shown the largest OLED panel – 31” with full HD support. The product roadmap has 14” and 21” displays in 2009 and 40” to 42” full HD displays in 2010. There are many opportunities for OLED: Paper sheet display
0805.3 Active Matrix OLED Emerges The OLED market will exceed $1B in 2008. The fabrication uses small molecule materials with PM OLED rapidly declining. AM OLED is the focus of the industry. The Sony OLED television can be produced in several thousand units a month, it has had great press and a 600% premium still of interest to consumers. At present OLED is demonstrating that its unique technical capabilities enable it to collect a price premium. Barry Young, DisplaySearch give an overview of the state of the OLED technology and market. The market is starting to develop. It has the potential of reaching the $1B in 2008. 72m OLEDs were sold in 2006 and this rose to 74m in 2007. This market is dominated by small area displays. Large area displays have not yet entered the market. Samsung changed the OLED supply in Q4 2007 when it started to ship in quantity. These are being used in Sony can ship several 1,000 OLED TVs a month with an estimated panel cost of $700. But in spite of the GE has announced OLED lighting. Polymer based OLED materials have faded with virtually all productions done on small molecule. T.K. Hatwar, Eastman Kodak, presented the Kodak view of materials for large area OLED displays. Kodak is focused on three areas: White OLED materials and the associated color filtering It is claimed that the RGBW color OLED materials do not have differential aging. The color filters developed by Kodak for use with white OLED expand the gamut, they claim 109% NTSC u,v An analysis of a 32” OLED TV was done which showed the following: 41 watts It was cited that singlet materials cost $100/gram. It was stated that Kodak is working with Samsung Electronics, not Samsung SDI. Apparently Kodak has still not licensed its AMOLED technology.
0805.4 FPD Market Dynamics Two of the major market segments for LCD panels are notebooks and monitors. Like the other segments of the industry these are undergoing significant changes. The DisplaySearch staff members which gave the market insights include: John Jacobs, Notebooks, and Chris Connery, Desktop. Interesting points made include. Sales of Notebooks grew 27% in 2007 to 107m units. Notebooks have become seasonal with 65% of the market in the Back-to-School period and the Black Friday (pre Notebooks have become a major consumer purchase item. The Back-to-School and Black Friday sales have show The sales price of Notebooks as dropped on Black Friday 20% in 2006 from 2005 and another 10% on 2007 It is forecast that Notebook sales will slow as penetration reaches 50%. This is already happened in There is a continual drive to large display size. In 2007 the display size increased to 17” with the Microsoft Vista’s slow adoption in the enterprise and the lack of consumer support for high PPI displays is The driving factors in Notebooks includes these items. Drive to LED backlights which lowers power consumption and gives better battery life. In the monitor market the question was posed – is the demand going flat. However, the market data would The worldwide market for monitors in 2007 was 183m units with 162m of those LCD based. There is a major shift in demand for monitors. The NA growth is only 5% while in Latin America it is 103%, Wide form factors how have 49% of the market in Q4 2007. The market forecast is for slowing growth. 2008 – 10% The drivers which will support these growth rates are seen to be: B2B purchases in the commercial markets There were 2 important studies on productivity improvement from wide displays Green IT initiatives There is an emerging market segment which merges monitors with televisions. These are called MoniTV and Another possible driver of increase monitors sales is the bundling with notebooks. Areas not yet seen to have emerged are cameras integrated into monitors and the All-on-One PC The digital photo frames have created a market of their own. The products are going well beyond just the
0805.5 Digital Signage Chris Connery, DisplaySearch, gave a summary of Digital Signage. There are a number of definitions of the market. Point of Decisions – Electronic paper displays, LCD The focus of the DisplaySearch market assessment is in large area public displays - => 32”. The Digital Signage market is the blending of IT and AV. What is installed is not just a display but a In Q4 2007 318,787 displays were sold for Digital Signage applications. The market in 2007 was 1.1m A significant element of the possible TAM is Digital Signage replacing printed signs –indoor only. This
0805.6 Multi-Touch Technology Barry Young, DisplaySearch, led the session with his assessment of the technology and market. The event which has changed the industry is the use of Apple’s Projective Capacitive technology in the There are a number of touch technologies: resistive, surface capacitive, surface acoustic & infrared. It is Integrated touch panels currently have three approaches. In pixel optical, in pixel projective TMDisplay is using a light guide approach on the side of the panel. TM – Toshiba and Matsushita. The major challenge of the optical detection of touch is the determination of touch in an environment where A projected capacitance implantation can be done at the cell level by modifying the color filter. Cited as an example of the public appeal of touch is the CNN voting surface used on CNN news. The market for touch products is estimated at $976m in 2007 and growing to $1.34B in 2009. Resistive having The notion that capacitive has major inroads in to the market is false. The advantage of resistive is its All of the touch market today is based on add-on units. This is all a potential additional market for Key predictions made are: Projective capacitive is expected to take market share form resistive as the market incorporates Display makers are seeking to take over this market with in cell technologies. New applications using very large displays are likely to adopt multitouch and push demand for The DisplaySearch report on touch is due in May 2008 and will have a comprehensive top down assessment of
0805.7 Synaptics Bob Mackey, Senior Scientist, made a case for its capacitive technology on mobile devices. Its product is the ClearPad and ClearArray sensors. The ClearPad provides a full 2D transparent sensor. It The products will support entry level phones up to smart phones. The smart phone can use the ClearPad, Capacitive sensing is easy, the hard part is determining the intent of the user. Synaptics has been doing multitouch for years and now the OEMs are asking about it. The company also provides capacitive ASIC designs. It is on its 7th generation of ASIC. ClearPad implements the equivalent of touch pads – like keys. It is claimed that the ClearPad gesture Synaptics supports circular motion with its ChiralMotion detection technology. This is like Detecting pointers is a hard problem – such as a stylist. This issue is that the pointer is typically Apple does character detection based on lift – that is when the finger is raised not when it comes in The company also has the ability to do list searching with fingerwriting.
0805.8 ELO TouchSystems Henry Dsouza, provided an overview of touch technology. The touch technologies include: Analog resistive; The various technologies were assessed in terms of durability, optical clarity, power, stylist It was stressed to carefully consider each of the technologies and their pro and con. 0805.9 Immersion Michael Levin, VP, made a case that the consumer experience with touch was significantly improved with haptic feedback. With force feed back human computer interactions are up to 40% faster, according to a study reported on in A 2007 study showed that on mobile devices that users are 20% more accurate and 20% faster when screens are
0805.10 RPO Ian Maxwell, VP Business Development, described its Digital Waveguide Touch (DWT) technology. The advantage of DWT is that it has high precision and accuracy with high resolution. It can do double touch A major disadvantage of projective capacitive touch, such as used in the iPhone, is the very high cost, There are two types of resistive touch technologies. FOG – Film on Glass DTW uses LED illumination on the side and imaging detection on the opposite sides, which is actually a There is a pilot line for 259k waveguide sets/month and a high volume manufacturing plane has been A comparison was provided of various touch technologies including N-Trig, Neonode, Integrated LCD Although this technology is targeted to small to medium sized displays it is implied it could be It is claimed that DWT is superior to traditional IR touch in the following ways: Works in full sunlight Initial markets are from 3” to 7”and larger sizes to follow. The company will sample single and double touch evaluation kits at SID 2008, May.
0805.11 Toshiba Matsushita Steve Vrablik, Development Director, described its integrated touch panel technology. Toshiba has System on Glass technology which would enable a complete “sheet display.” This would It is claimed that with LTPS that both circuit integration and the photo sensor is possible on the Using an in-panel imaging sensor it is possible to use the detection over a wide range of ambient lights – It was found that a single sensitivity sensor per cell does not work well in high ambient conditions. What FSSM – Finger sensor sensing mode The algorithms for this are quite complex and still a work in progress. An ASIC is part of the design which does touch area detection and touch timing detection. Prototypes have been assembled on 3.5”. 2.8” and 2.4” panels. The 3.5” panel also supports pen input. An Toshiba touts its ability to scan images from the surface of the display. This can be done in color. The
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