2018 MWC – Sharing Samsung’s market retention strategy with S9 introduction

The Mobile World Congress (MWC), which takes place every year in Barcelona, Spain, is well known for releasing new models of smart phone brands that year. This year, however, Samsung Electronics and most of the smart phone makers exhibited new line-ups that did not change much or were hard to change dramatically.

In particular, through a press conference held on Monday, February 26, 2018, Samsung Electronics shared some strategies about concerns that the smart phone market will be experiencing an overall shift in replacement cycles and that the growth rate will slow down gradually.

According to the company, the company will concentrate its strategy in three major directions. It plans to set up a global trading system that will compensate for the remaining price by returning the Galaxy S7 within two years of an implicit average replacement cycle or by returning a competitor’s phone, which might be helpful to secure new customers while preventing current customers escape. This is already done by Apple in a system called recycling.

Another strategy is to secure customer loyalty through experiential marketing that enables users to experience various functions of Galaxy Studios and Galaxy by inducing them to shorten replacement cycles through targeted marketing using customer data. Note 8 sales were slightly lower than originally target at 11 million units, but note series have steady B2B demand and fixed customers. Note 9 is largely defined and can only be described as trying to differentiate itself from other customers at this time. The S9, which was unveiled at the show, said it expects better results than the S8 with its timely sales plan.

The S9, a new model released through the MWC, focuses on camera functions, better Infiniti 5.8-inch displays, stereo sound and IoT-centered mobile phones, redesigned with a new dual aperture lens that powers an innovative low light camera, Super Slow-mo video capabilities and personalized AR Emoji. The exhibition response to date has been evaluated to be a better level than expected, and visitors at the exhibition hall were enjoying the experience of emoticonizing themselves.

In addition, a variety of OLED models including the A8 model (5.6-inch FHD +), A8 + (6.0-inch FHD +), Galaxy Fit 2 Pro and Gear sports, were exhibited.

UBI Research, ‘2018 OLED KOREA Conference’ to be held during March 7~8

Main Contents

– Presentations from major panel makers in Korea, China and Japan: Samsung Display, LG Display, Visionox, JOLED and TCL.

– Future display market forecast and confirmation through announcements of various display application companies such as Sony, Boeing and Microsoft. 

OLED KOREA CONFERENCE, the high-profile global OLED conference, will be held at Novotel Ambassador Gangnam, Seoul, Korea, on March 7-8, 2018.

The 4th OLED Korea Conference is to be proceeded on the theme of ‘OLED with opportunity & adding value to your business’ for two days, and is expected to become a wonderful forum for exchanging various information and opinions together with the presentations about key technology development, issues, overall OLED market and investment status.

The OLED industry, which is continuing to grow, is expected to surpass the LCD market share in the small and medium sized market this year. According to UBI Research, specialized in OLED research, the shipments for small and medium sized OLED panels for mobile devices are projected to grow by 53.2% YoY to 630 million units this year and the shipments of OLED panels for TV to about 2.4 million units, up 47.2% YoY.

In particular, as OLED market growth has become clear, the investment of major companies is increasing remarkably. Recently, LG Display plans to invest about 9 trillion won in OLED facilities this year, followed by about 6.7 trillion won last year. According to industry sources, “OLED investment in China’s display panel makers is also aggressively progressing.” Since major panel makers such as Samsung Display, LG Display, Visionox, TCL and JOLED will gather together to present major business issues in the conference, 2018 OLED KOREA is getting a lot of attentions from industry people.

The announcements of display application companies under the subject of ‘Vision and Idea about Future Applications’are anticipated to confirm the present and future of the display market. Particularly, Yoshihiro Ono, Division Chief of Sony TV, is scheduled to make a presentation for Sony OLED TV, which was a major issue of OLED industry in 2017, on the background of adopting OLED, history of development of BRAVIA OLED TV, and differentiating points from other OLED TVs. In addition, Dr. Joel S. Kollin, head of Microsoft hardware & display, will be presenting HMD for the first time in Korea, and it is expected to see how it will affect the future display market.

Moreover, representatives from global companies such as 3M, Applied Materials, Corning and Cynora, and 28 specialists from OLED panel makers, set makers, material/equipment companies and research institutes across the globe will make presentations with subjects of ▲ View from Panel Makers about OLED Market  ▲ Solution Process Technology, yet to come  ▲ New Performance Development from Major SCMs  ▲ New Technology Discussions for Next Generation Display or Better Process. Also, lectures are planned under the title of ‘Opinion from Business and Industry Analysts’from UBI Research, Japan Mizuho Securities, and Yole development, market research organization in France. More than 200 major domestic and international experts and industry leaders are anticipated to attend the 4th OLED KOREA Conference, which can identify trends and development directions in OLED industry. Attentions are growing because the conference is planned to provide opportunities for networking and continuous exchange of information and know-how.  For more information, please visit www.oledkoreaconference.com .

– End – ※ 【2018 OLED Conference】 → http://www.oledkoreaconference.com/

Galaxy S9 – Curious about Samsung’s strategy to launch Foldable Phone

Interests in Galaxy S9 and Note 9, which will be released soon, are growing. There are a lot of people who want to figure out in advance the features of Foldable Phone, which Samsung announced to be launched within this year, through Galaxy S9 and Note9. However, it is impossible to predict the specifications of the Foldable Phone with the contents that have been opened so far.

In general, Galaxy S9 does not seem to be much different, compared to the previous S8. The front fingerprint sensor, which has been anticipated since last year, may not apply, and it seems to adopt iris recognition and fingerprint sensor at the back side. Unlike the S8, which was noticed in the name of Infinity Display, it will not expect much different concept in the design part. The CPU will be equipped with Samsung’s Exynos 9810 chip, except for the US model.

So what is the strategy of the Galaxy series this year? Some say that iPhoneX’s sales volume is a failure, but if you consider adding iPhoneX to the 3-model lineup in the new 2-model lineup, Apple’s overall performance is a success. In the meantime, there seems to require a new strategy for the Galaxy flagship model, which was dominated by superior image quality with adopting OLED display.  The Galaxy S9 appears to have little change, except for a slight improvement in performance. Therefore, it is curious whether it might be Samsung’s planned intention to concentrate on launching the Foldable Phone.

<Spec Comparison for Galaxy flagship models>

Samsung Electronics, releases Galaxy S9 at MWC 2018

Samsung Electronics will unveil Galaxy S9, its next-generation strategic smartphone, at MWC 2018, held in Barcelona, Spain on February 25. Galaxy S9 is anticipated to be equipped with various features such as dual cameras for the first time at the Galaxy S series and intelligent scanning, so expectations for the Galaxy S9 are rising.

The Galaxy S series continued to increase in ppi and display area (DA), starting with the ‘Galaxy S’ in 2010. The first Galaxy S was introduced with 4 inch WVGA rigid OLED, with 235 ppi and 58% DA. For Galaxy S6 which is the first Galaxy S series adopted with flexible OLED, its ppi became more than doubled and DA was 70.7% increased by 22%, compared to Galaxy S.

<Evolution in ppi and DA for Galaxy S series>

Launched in 2017, the Galaxy S8 first extended the DA to 83.6% by removing the home button and minimizing the bezel for the first time on the OLED smart phone. Through these changes, Samsung Electronics introduced a full-screen OLED display.

According to the industry experts, Samsung Electronics is expected to implement full-screen by expanding DA to 93% with 5.8-inch OLED in Galaxy S9 to be unveiled at MWC 2018.

As the full-screen OLED smart phone has become very popular with consumers, Apple, LG, VIVO and Oppo have started to incorporate full-screen OLED into their flagship models. As a result, smart phones with full-screen OLEDs are expected to become main stream this year.

Meanwhile, it is estimated that 230 million units of flexible OLED panels will be shipped in 2018 according to the recently published ‘2018 OLED Panel Industry Report’. The size of OLEDs is expected to increase steadily for implementation of full screen. Moreover, the development direction for full screen is to be from current full screen or notch type (form of making holes in speaker and camera functions) to the form of real full-screen displays, in which they (speaker and camera parts) are not visible on the front display.

<Expected development direction for full-screen>

AMOLED Display Market Track, just issued – Market Performance, Market Forecast, ASP, Supply and Demand Analysis

According to the market performance data of the AMOLED Display Market Track published by UBI Research in February 2018, total AMOLED shipments and sales in 2017 were recorded as 440 million units and US$ 27.1 billion, up 13.6% and 62.3% respectively, compared to the previous year.

The number of AMOLED smart phone shipments grew to 95.1% in the total AMOLED market in 2017, and its market share for the revenue was 89.7%. The number of shipments of flexible AMOLEDs reached 140 million units in 2017, increased by 2.1 times compared to the previous year.  Analysis shows that shipments of flexible AMOLEDs will reach 230 million units by 2018, with a share of 46%.

AMOLED shipments for TVs grew by 1.8 times YoY to 1.72 million units in 2017, and the AMOLED market for TV is expected to continue to grow, as LG Display’s 8 G plant in China is scheduled to start operation from 2H 2019.

<Overall AMOLED Market Forecast>

From 2018, AMOLED market is forecasted to change significantly.

In terms of supply, shipments of displays are projected to decline compared to the global capacity of display makers due to the accelerated increase in the size of AMOLED panels and Samsung Display’s shift of rigid AMOLED lines into automotive and foldable applications.

In terms of demand, the demand growth for AMOLED panels for smartphones is expected to decrease. In 2018, demand for flexible AMOLED panels for Chinese set makers is expected to decrease due to the introduction of low-priced full screen LCDs and rising prices of flexible AMOLED panels.

According to the market forecast data of AMOLED Display Market Track, the total AMOLED shipment market is expected to grow at a CAGR of 17.5%, reaching 995 million units in 2022. The revenue is projected to grow at a CAGR of 22%, forming a market of US$ 80.5 billion in 2022.

<Small and Medium sized AMOLED, Supply and Demand Analysis>

According to Yi Choong-Hoon, CEO of UBI Research, “20% oversupply is expected to occur by 2021, however, since then, panel prices have fallen due to the entry of Chinese panel makers into the flexible AMOLED market, and oversupply will decrease by 11% in 2022 “.

Meanwhile, AMOLED Display Market Track, which was published on February 12, 2018, covers AMOLED market performance and forecast by quarter, year and application. It also provides data and graphs analyzed in various aspects such as ASP and supply & demand analysis.

V-technology, announces acquisition of Lumiotec, OLED lighting company, and establishment of new subsidiary to develop next-generation OLED mask and deposition technology

V-technology said on February 7 that it would establish an ‘organic electronics business demonstration facility’ in Yonezawa, Yamagata Prefecture to develop a fine hybrid mask (FHM), which is next-generation deposition mask for OLEDs, and next-generation deposition technology.  The total investment is planned to be about 5 billion Japanese yen for two to three years. The facility is scheduled to be completed in August, 2018 and the mask samples are to be shipped from October, 2018.

 

V-technology’s FHM adopts electroforming method and non-tension structure which is different from conventional FMM manufacturing method. The weight of the mask produced by this FHM method can be reduced to one tenth (1/10) level compared to the existing conventional mask. As the weight decreases, the problem of mask bending due to its own weight and shadow interference problem caused thereby can be solved. V technology already unveiled a Fine Hybrid Mask (FHM) that can implement 738ppi UHD at Finetech Japan 2017 in April 2017.

<V technology, Fine hybrid mask with non-tension structure>

V-technology also announced that it has reached a basic agreement to transfer the entire stock of Lumiotec, a lighting OLED panel company. Lumiotec is specialized in lighting OLED panels in Japan, and has supplied a large number of OLED lighting panels for indoor use and exhibition use in addition to indoor lighting.

<Lumiotec lounge lighting, Source: Lumiotec>

V technology expects Lumiotec’s technology and business know-how to contribute to the group’s development. The stock transfer is scheduled for April, and information such as the transfer price is not disclosed.

 

Samsung Electronics, 2017 display business exceeded annual business profit of 5 trillion won

Samsung Electronics achieved sales of 65.98 trillion won and business profit of 15.15 trillion won through the fourth quarter of 2017 performance conference call which was held on 31 January. Moreover, Samsung Electronics achieved 11.18 trillion won and business profit of 1.41 trillion won in display business.

Display business sales was increased up to 35% compared to the former quarter and 50.7% compared to the same quarter of the last year. The business profit was increased up to 45.4% compared to the former quarter and 52% compared to the same quarter of the last year. Display business achieved annual sales of 34.46 trillion won and business profit of 5.39 trillion won. OLED sales in the display business accounted for the latter half of 70%.

According to Samsung Electronics, the performance of the fourth quarter of 2017 was developed compared to the former quarter by the expanded supply of flagship smartphone panels for major OLED customers. However, profits of LCD department were decreased due to seasonally low demand and falling panel prices.

Samsung Electronics reported that profitability may be weakened due to the intensifying competition with LTPS LCD and sluggish demand for OLED in the first quarter of 2018. Samsung Electronics plans to expand sales portion of flagship product panels, diversifying customers and improve profitability by productivity improvement.

Although the LCD department is a seasonally low season, it is expected that the line rater of operation will be stabilized by high-resolution and large-scale trend of TV and effects of sports event in the first half of year. Samsung Electronics plans to increase profitability by strengthening yield and cost-cutting activities and expand sales portion of high value-added products such as UHD, large-size and quantum dot in order to raise profitability.

In 2018, OLED department is expected to become the mainstream in the mobile market. Samsung Electronics plans to actively respond to demand from major smartphone companies and expand its market share by strengthening technology differentiation from LTPS LCD.

Also, Samsung Electronics will strengthen its capabilities in new application areas such as IT and electronics to secure new growth based on technology and cost competitiveness.

LCD department reported that uncertainty of the market may be more severe as Chinese company expand its capacity and intensify their competition.

In the fourth quarter of 2017, Samsung Electronics sold 86 million cell phones and 7 million tablets. It is reported that sales volume of cell phone and tablet sales are expected to decline slightly compared to the first quarter of 2018.

Samsung Electronics’ facility investment in 2017 was a total of 43.4 trillion won and 13.5 trillion won was invested in the display business. In the case of display business, Samsung Electronics invested greatly on OLED capacity expansion to raise profits through flexible OLED panel customers. The 2018 investment plan is not yet settled but is expected to decline compared to the last year.

Kwon Young Choi, managing director of Samsung Display said, “We are continuously expanding sales channels in China in order to reduce reliance on mobile OLED sales to specific customers and decrease of volumes of orders on iPhone X will not be significantly affected by temporary fluctuations in demand.”

He added that “we are preparing various applications including foldable phone to meet customer demand and it is important to raise the level of perfection to the level desired by the market and consumers.” He also said that “the new production complex (A5) has not yet been specifically defined in terms of operation time, production products, and production volume.”