It’s too early for OLED TV to enter the market


Recently, at the exhibition of flat display equipment materials held in Tokyo, Japan, Sony announced that its 11-inch OLED (organic light-emitting display) TV will enter the market during the year, with a monthly output of about 1,000 units, and Sony will become the first production on the market. This advanced technology TV manufacturer. On the following day, Toshiba also said that in 2009, it will launch an OLED TV of about 30 inches. At the Intel IDF conference held on April 17, Samsung demonstrated its ultra-thin double-sided display OLED display with a thickness of only 1 mm, and said it will increase its investment in OLED TV.

Even at the end of 2006, the industry still believes that OLED TV is out of reach, and large-scale market entry should be in 2015 or 2016. However, from the current OLED giants' actions, the industry can't help but ask questions: Will OLED TVs increase speed? Most experts believe that the OLED giants' actions are mostly exploratory actions on the market. Since the difficulties of OLED technology have not been fully overcome, the price remains high, so OLED TVs entered the market on a large scale in advance, and it is still too early.
Sony’s early launch is a test

Sony has been moving frequently in the field of OLED TV. As early as January 8 this year at the International Consumer Electronics Show (CES) in Las Vegas, Sony CEO Howard revealed in an interview that the TV industry will be transferred to the field of OLED TV in the future, and said: "Glowing Diode TV technology is not expected, but in fact it may meet consumers next year."

Only after more than three months, Sony made it clear that it will produce 11-inch OLED TVs this year, which is one year ahead of the original plan. Kazuhiro Imai, manager of Sony TV Video Business Unit, said: "OLED TVs are currently quite expensive, and we will start to develop this market." Industry analysts, Sony's early launch of OLED TV, more is a test, Sony TV video Business Division Minister Ihara Sumi also said that the OLE D TV was first seeking market positioning different from TFT-LCD (Liquid Crystal) TV.

On the day following Sony’s announcement, Toshiba’s CEO and President, Nishida Hiroshi, said that he will officially launch OLED TV products in the market in 2009. Previously, Toshiba's plans for OLED TVs were far from 2015 to 2016. According to industry analysts, Toshiba has performed poorly in the TFT-LCD TV field. After the patent lawsuit dispute, it may not be SED, so it has increased its investment in the field of OLED TV, and hopes to take the lead in the field of flat-panel TV in the future.

From this point of view, they have recently accelerated the pace of research and development. In view of the OLED TV is expected to become the mainstream of a new generation of flat-panel TVs, other manufacturers have also increased research and development efforts, including Seiko Epson, Canon, etc., want to grab a $ 35 billion flat-panel TV market pie.
The biggest difficulty is still low yield

“Low yield, short life, and large screen difficulty are the three big mountains that affect OLED TVs to the market.” Zhang Bing, chief representative of DisplaySea rch China, said in an interview with China Electronics News.

The biggest difficulty that plagues OLED TVs is the low yield. Liu Peizheng, former secretary-general of the China Optical Optoelectronics Industry Association LCD Branch, told the China Electronics News: "As a flat-panel TV display product, in order to go to market, its good yield must reach 80%."

At present, the good yield of domestic TFT-LCD TVs has reached 90%, and with the continuous decline in price levels, it has already had a strong impact on the traditional status of CRT TVs. "How high the yield of OLED TV is, we don't know, but from Sony Moon

With 1000 units of this data, we can see that the good yield of OLED TVs should be far from the 80% standard for establishing production lines. "The domestic marketing department of Vision Display, which is specialized in the development, production and sales of OLED display products, said in an interview with the reporter of China Electronics News.

In addition, the life issue is another obstacle that restricts the OLED TV show. If you watch TV for 4 hours a day, look at it every day and watch it for 10 years. It usually takes 15,000 hours. If you don't need ten years, if you can do it for three years, one third of the time may be enough. But because sometimes people don't even watch TV, they always keep on, so in general, TV products need 10,000 to 15,000 hours of service life. Currently, TFT-LCD TVs have a lifetime of at least 30,000 hours.

"Because at present, manufacturers have not officially introduced OLED TVs to the market, so it is impossible to know how long the life of OLED TVs is, but this also reflects that the life of OLED TVs has not been solved from another angle. As far as I know, OLEDs are now The life expectancy should be within 10,000 hours." Zhang Bing told the China Electronics News reporter.

In addition, the difficulty of large screen is also a big problem. Sony's OLED TV to be launched at the end of this year is only 11 inches, but now 11-inch TV is difficult to meet the needs of users. As for the 27-inch OLED TV that Sony said at the beginning of the year, the specific market entry date is still far away.
The market is also starting up two years later.

"Undoubtedly, in the next eight to ten years, OLED TV will be one of the best products for flat-panel TV display." Liu Peizheng told the China Electronics News reporter in a very firm tone, "but I don't believe that OLED TV will enter the market on a large scale." The market is in 2015 or before, on the contrary, I think it should be after this."

OLED TVs must go to market, and their cost price must be close to TFT-LCD TV. TFT-LCD technology was born in 1984, but in 1990-2000, the price of TFT-LCD has been more than $1,000. The products of TFT-LCD are limited to high-end products such as notebook computers. Until 2004, the price of the 17-inch TFT-LCD dropped to 200 US dollars, close to the price of CRT, and began to impact CRT TV in the TV field.

But even now, there are about 180 million TVs in the world, including 50-60 million TFT-LCDs, and millions of plasma TVs. The rest are mainly CRT TVs. Although the sales of TFT-LCD TVs have now surpassed CRT TVs, CRT TVs are still sitting on the "leading boss" in terms of sales.

Now, the price of OLED TVs is "high in the cold." According to industry estimates, Sony's 11-inch OLED TV launched in the year, the price is about 6500 yuan to 13,000 yuan, about 2 to 4 times that of TFT-LCD TV. Such a high price has determined that OLED TVs will not be able to fall to the price level of TFT-LCD TVs in the short term.

In addition, currently only low-molecular OLED production lines are used to produce screens up to 10 inches, mainly used in MP3, MP4, instrumentation, and on the secondary screen of mobile phones. The current state of the art has not yet reached the standard for establishing a polymer OLED production line.

"Whether a product can go to market depends not only on how superior its technical performance is, but more importantly, on the cost performance of the product! Not the experts say it is good, the people will buy it, and the people need cheap and inexpensive products." Liu Peizheng repeatedly emphasized to the reporter of China Electronics News.

Zhang Bing also expressed the same view: "A product must enter the market on a large scale. It is not a few manufacturers to promote it, and it can be entered immediately. First, it depends on the manufacturers of the entire industry, as well as the upstream and downstream industrial chains of the industry. A simple example, even if OLED TVs are launched on the market right now, will consumers buy them? Now many people don’t even know what OLED TVs are! Sony is about to launch 11-inch OLED TVs. I think more is on the market. One kind of detection, for the time being, I still can't see any signs of OLED TV entering the market in advance."

Of course, some people hold different views. An OLED technician who did not want to be named said that according to the current development process, OLED TVs will not be popular until 2009 at the earliest.

Related Links

What is OLED?

OLED (OrganicLight Emitting Display), an organic light-emitting display, also known as organic EL in Japan, is known as a "dream display." The OLED display technology is different from the conventional TFT-LCD display method. It does not require a backlight, and uses a very thin organic material coating and a glass substrate. When an electric current passes, these organic materials emit light.

What are the advantages of OLED TV?

Compared with TFT-LCD, OLED TV has higher brightness, contrast, more saturated color, more vivid picture quality, thinner thickness and more power saving. O LED TV is very suitable for wall-mounted TV.

The development of OLED TV?

OLED technology was born in 1979, discovered by Deng Qingyun, a Chinese scientist known as the "father of OLED". OLED technology was first used in the field of television in 2000, but it was only a small size application. In May 2005, Samsung released the world's first 40-inch OLED TV. In November 2005, the first large-scale OLED production line in mainland China settled in Kunshan, marking China's achievements in the field of new flat panel display, and achieved major independent innovation and industrialization.



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