LG G5 to Begin Shipping Worldwide

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Hyunjoo Kang / Reporter /jjoo@olednet.com

Starting this week, LG Electronics (LG) will begin reaching global markets with its highly anticipated LG G5 modular smartphone. The LG G5 will debut in South Korea on March 31 and the United States on April 1 to be followed by countries in Europe, Asia and the Middle East, among others. Approximately 200 carriers and operators worldwide have committed to offer the G5 in their local markets.

As demonstrated at its unveiling at Mobile World Congress last month in Barcelona, LG G5 is a showcase of cutting-edge technologies and rich features thoughtfully designed deliver a more playful user experience. MWC attendees seemed to agree with the philosophy behind the G5 as the device walked away with a record 33 awards including Best New Smartphone at MWC 2016 from the GSMA’s Glomo Awards, the mobile industry’s longest established awards platform for innovation, excellence and achievement.

“Since MWC, LG G5 and Friends have captured the imagination of consumers everywhere with its engaging take on mobile technology,” said Juno Cho, president and CEO of LG Electronics Mobile Communications Company. “Modularity has been talked about for years but no one was able to consumerize it until now and we’re happy to take on the mantle.”

Engagement comes in the form of dual 78- and 135-degree camera lenses for ultra wide angle shots, an Always-on Display that requires no button-pressing to get the latest information and Dolby Digital Plus and 7.1 channel audio for cinema-style sound that delivers dialogue and nuanced effects clearly even in loud environments. LG G5 also supports IFTTT (If This Then That), a smart solution that allows users to create a series of action programs called recipes to boost productivity and efficiency.

LG simplified the graphical user interface with a simple, flat look while applying a bright color combination and a semi-transparent blur effect to the GUI. In addition, animation and feedback effects are choreographed at the right moments to deliver a playful and enjoyable experience (https://youtu.be/WqJvMtkmyZI).

The following companion devices, or Friends, will be available in select markets at the time of the G5 rollout or soon after: CAM Plus, LG Hi-Fi Plus with B&O PLAY (with pouch), 360 VR, 360 CAM (with case), Rolling Bot, TONE Platinum, H3 by B&O PLAY

Prices and exact date of availability will be announced separately in each local market. 

Samsung, Even if OLED TV is Released, Different from LG

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Hyunjoo Kang / Reporter / jjoo@olednet.com

<LG Elec. is Introducing OLED TV in CES 2016>

 

Within the TV market, there is an opinion that even Samsung Electronics which believes it is not yet the time for OLED panel cannot continue to insist on LCD. Experts estimate that even if it is the same OLED TV, Samsung Elec. will differentiate the actualization method from competitors’ including LG Electronics. One of the possibilities suggested is Samsung’s selection of ink-jet printed OLED TV panel.

 

Hyun-Suk Kim, Samsung Elec. Visual Display department’s vice president, who recently announced new LCD based SUHD TV mentioned that OLED TV is premature and also needs technological improvements.

 

However, it looks to be difficult for Samsung to insist on LCD TV only in the long term. China is threatening Korean companies in LCD panel market with superior price competitiveness; there is too much risk for Korean display companies such as Samsung Display to invest further in LCD production line. Although Samsung Elec. is not receiving panel supply exclusively from Samsung Display, Samsung Display is the biggest supplier. Therefore, Samsung Display’s LCD investment reduction is also expected to affect Samsung Elec.’s TV business.

 

Furthermore, Samsung Elec. is in the position of having to emphasize OLED’s superior picture quality over LCD in smartphone business, but highlight the opposite in TV. This is also an issue that needs to be tackled.

 

Despite these issues, Samsung cannot easily start on OLED TV as several problems such as price competitiveness have not been solved.

 

◆ Ink-jet Printing, Can it Solve OLED for TV Price Issue?

 

According to Dong-won Kim, analyst with Hyundai Securities, Samsung Display, with Samsung Elec. as the biggest client, has unfavorable structure for reducing production cost as 65 inch OLED TV panel production efficiency is low in Gen8 line.

 

Kim estimated that Samsung Display will apply solution process ink-jet printing technology to OLED TV with 2018 mass production target in order to solve this problem.

 

When producing OLED TV panel, WRGB OLED method, which uses evaporation method, can only reduce production cost by certain amount as the material usage efficiency is low. On the other hand, ink-jet printing RGB technology finely deposits ink in liquid form and can reduce materials cost. Additionally, RGB OLED has fewer organic layers compared to WRGB OLED and processes can be decreased.

 

For these reasons, some believe that Samsung will select ink-jet printing method rather than evaporation for OLED TV in future. There is also a view that LG Display, which is currently using evaporation method, will also actively consider producing ink-jet printed OLED TV panel in the long term.

 

A display expert explained that although ink-jet printing processes are simpler than evaporation method, that does not necessarily mean materials cost is always cheaper. The ink-jet printing technology is not yet perfect, and particularly for blue the efficiency issue has not yet been solved.

 

He added that Samsung Elec. has strong tendency to differentiate itself from competitors such as LG, and even if Samsung Elec. releases OLED TV, it is likely that ink-jet printing, which is different from LG, will be the preferred method.

LG Electronics Launches 58:9 Signage…Transforms Columns and Corners to Billboards

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Hyunjoo Kang, Reporter, OLEDNET

 

 

On March 23, LG Electronics launched world’s first 86 inch 58:9 commercial display Ultra Stretch.

 

Ultra Stretch signage allows places which have been difficult to install signage, such as columns and corners, to be used as billboards.

 

LG Elec.’s Ultra Stretch has the widest screen ratio of the signage released. The display is 2,158 mm wide and 349 mm long, and can be installed horizontally or vertically.

 

Ultra Stretch can be used on media pole, which is integrated into columns within buildings such as airports or hotels, and billboards above building entrances. Total of 16 units of Ultra Stretch, maximum 4 units lined horizontally and vertically, can be tiled. When installed on a separate stand, Ultra Stretch can be moved to where needed.

 

This product uses LG IPS panel, and with ultra HD resolution (3840 x 600), small writing as well as customary images are clearly shown. The IPS panel has wide viewing angle of 178°, and clean images can be viewed from any directions.

 

With consideration for commercial use of signage, it was designed to for easy editing of contents as well as other amenities. The display can be divided into 4 screens maximum and provide diverse information simultaneously.

 

For example, if installed in an airport, the display can be divided into 4 sections and each can show information such as weather, traffic information, news, advertisement, and others. This will allow foreign visitors to easily receive information.

 

SuperSign W media editor is equipped for easy transformation of existing contents to 58:9 ratio. Ultra Stretch also includes around 30 sample styles specific to the product.

 

LG Elec.’s Korean B2B Marketing representative explained that Ultra Stretch is a signage never been experienced and will lead the new commercial display market.

[Light+Building 2016] Sumitomo Chemical to Exhibit Polymer OLED Lighting

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Sumitomo Chemical will exhibit its polymer OLED lighting at “Light+Building 2016,” one of the world’s largest trade fairs for lighting and building technology, to be held in Frankfurt, Germany, from March 13 to March 18, 2016.

This is the third time for Sumitomo Chemical to exhibit its products at the trade fair, following its previous participation in 2014. Sumitomo Chemical will run a booth at the trade fair, inviting the world-renowned Japanese lighting designer Motoko Ishii as the art director for the exhibit.

Sumitomo Chemical’s exhibit, named “OLED JARDIN,” symbolises a “Garden in the Sky” as formed from polymer OLED lighting panels, creating an approachable space of a vast expanse with a taste of Japanese grace added.

In addition to “OLED JARDIN,” Sumitomo Chemical will exhibit its newly-designed OLED panels, improved for brightness and luminance efficiency from those displayed in the previous trade fair. The new polymer OLED panels, available in a range of colors, shapes and sizes, provide a greater degree of flexibility in the design for various spaces and applications.

Following the exhibit at “Light+Building 2016,” Sumitomo Chemical will start the sales of its new product line-up consisting of polymer OLED lighting panels in April this year, aiming to further expand its OLED lighting business.

 

 

[2nd OLED KOREA Conference] Looking at the Future Through Display Trend

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Choong Hoon Yi, the president of UBI Research, discussed the trend change of CES 2016 and the effects on future OLED display and market forecast.

 

During the 2nd OLED KOREA Conference (Feb 24 – 25), Yi gave a key note presentation titled ‘Dynamic Change in OLED Industry’.

 

Discussing CES 2016, Yi first gave VR and drones as display related hot issues. However, he defined the 2 products as items that bring enjoyment to the users rather than products that are necessary in everyday life. Yi estimated that the market is expected to grow but with some limitation.

 

The second issue Yi gave was automotive display which he forecast significant growth as dashboard attachment from the exhibitions by automotive and related companies that became more prominent since the last CES. Volkswagen particularly drew attention with IoT function attached dashboard display that can control electronic appliances at home. Additionally, Hyundai Mobis and Denso embedded display for side mirror use on the dashboard.

 

Yi reported that in CES, for TV section which is the most important home appliances, LG Electronics’ OLED TV decidedly stood out. At CES 2016, LG Electronics impressed the viewers by actualizing the blackness of the space and fiery sun filmed by NASA. Samsung Electronics exhibited existing SUHD TV with quantum dot display. Japanese companies such as Panasonic and Sony presented LCD panel applied TV.

 

Additionally, Yi told the attendees that Samsung’s transparent OLED using Galaxy Gear promotion and LG’s dual-view curved tiling OLED promotion of various home appliances were impressive. He added that these exhibitions were only possible by companies currently producing OLED. Forecasting that OLED market will exceed 1,000 million units of shipment in 2020 and mentioning investment forecast following this, Yi concluded his presentation.

LG Electronics to Actively Induce OLED TV Demands in 2016

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LG Electronics CFO, Do Hyun Jung announced that they expect this year’s OLED TV’s demand to be approximately 4 times higher than last year’s.

 

With this statement during the LG Electronics earnings announcement (January 26), Jung demonstrated determination in popularization of OLED TV. Regarding the forecast of Q1, he estimated that despite the slow season, profit structure will improve through product mix improvement and production cost structure among others.

 

It was also revealed that the UHD OLED TV and UHD premium TV sales increased in Q4 2015. Particularly, OLED TV products recorded double the amount of previous quarter’s shipment, occupying 10% of the total TV sales.

 

Regarding the total TV market, Jung forecast that the 2016 demand stagnation will continue. Revealing that LG Electronics’ TV market share fell slightly, demand for premium products such as OLED TV and UHD TV is anticipated. He added that LG Electronics will cement the image of world leading premium products through OLED TV and compete through quality and performance.

 

In Q4 2015, LG Electronics Home Entertainment business increased shipment in key markets such as Europe, Russia, and North America, and recorded revenue of 4,740,000 million KRW, a 11% growth compared to previous quarter, and business profit also increased to 2.3% from 0.9%.

LG Electronics Earnings Announcement

[Lighting Japan 2016] Yamagata University Develops Low Cost Flexible OLED Encapsulation

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Innovation Center for Organic Electronics in Yamagata University in Japan discussed low cost flexible OLED encapsulation in Lighting Japan 2016 conference. Existing flexible OLED encapsulation mainly used hybrid encapsulation structure that forms multi-layer thin film passivation layers on top of OLED, and then applying adhesive organic material and laminating gas barrier film. The encapsulation structure presented by Yamagata University forms, of the hybrid encapsulation structure, thermoset resin and barrier film above OLED without multi-layer thin film passivation, and laminate at approximately 130 °C. Yamagata University announced that they were successful in transparent flexible OLED panel development on January 13 using encapsulation, and that this panel will be presented in Printable Electronics 2016 in Tokyo from January 27.

 

The OLED panel to be exhibited is a leaf shaped of 45 mm width, 110 mm length, weighs less than 1.2g, and 250 um thick transparent film substrate that can be folded.

 

According to Yamagata University, if the newly developed encapsulation is applied, the OLED lighting panel price can be reduced as passivation layer is not used. Also, Yamagata University revealed as it can satisfy both transparent and flexible categories simultaneously, it is estimated that it will become a key technology in future transparent flexible OLED lighting development.

Low Cost Flexible OLED Encapsulation, Yamagata University

Sumitomo Chem. Aims for General Lighting Market with P-LED

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Sumitomo Chemical’s Decorative P-LED Lighting Panel, Lighting Japan 2016

Sumitomo Chemical revealed that they are planning to enter the general lighting market with solution process applied P-LED (polymer OLED).

 

Sumitomo Chemical is a company developing polymer and solution process applied OLED lighting panel. The company began actively selling decorative OLED lighting panel from H2 2015.

 

In Lighting Japan 2016 exhibition, Sumitomo Chemical announced that through their polymer materials and process technology, 80-90% of evaporation materials efficiency, and lifetime of approximately 20,000 hours at white 60-80 lm/w have been achieved. From 2017, they are planning to commercialize solution process OLED lighting panel as general lighting, as well as for decorative use, and revealed that the biggest issues are cost and improvement of consumers’ OLED awareness.

 

According to these issues, Sumitomo Chemical explained that although the cost of emitting area formed through solution process, cost down of evaporation formed emitting area and electrode part is required further. Although the 20,000 hours of lifetime is satisfactory, as consumers are aware that LED lighting’s lifetime is 40,000 hours or longer, Sumitomo Chemical pointed out it is important to change consumer’s OLED lighting awareness and understanding of lighting products.

 

by Moojong Lim, reporter@olednet.com

[Lighting Japan 2016] LED Lighting Industry Crisis. Solution?

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Osram Bussiness Unit Digital Systems’s CEO, Geert van der Meer, Lighting Japan 2016

 

In Lighting Japan 2016 Keynote Session, Geer van der Meer, CEO of Osram Business Unit Digital Systems, suggested directions for future lighting industry.

 

Geert van der Meer explained that the current lighting market is rapidly adopting LED, but the large volume of Chinese products is decreasing the price of LED source and device quickly. He emphasized that with the trend of disappearance of lighting companies’ profit, new business format is required to create profit.

 

The new businesses suggested by Osram are embedded lighting, and connected and smart lighting. He suggested lighting industry should move toward where the lighting can be used as part of building materials through internal installations and utilization as indirect illumination, and adopt smart system and form smart building and furthermore, smart city.

 

The current lighting market’s players are being joined by IT related companies, BMS (business management system) companies, and electronic appliances companies, and its megatrend is changing rapidly. Accordingly, Osram is expanding from the existing lighting to lighting electronics such as module and control gears, lighting solution system, and specialty lighting such as OLED and automotive. Osram also revealed that they took over a wireless energy management system company called ENCELIUM and intensifying focus on smart lighting system business.

 

Smart system provides many different functions such as energy reporting, remote and preventative maintenance, personal lighting control, and zone analysis among others and can optimize energy reduction, maintenance cost reduction, and workspace environment. Van der Meer emphasized that new function can be created through lighting used area’s data analysis and become the focus of future lighting analysis.

[CES 2016] OLED TV Passes UHD Alliance Standards

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ces1

 

As a press event of CES 2016 (January 6-9), UHD Alliance, which was created by TV manufacturing companies, contents companies such as film studios, and picture and sound quality related companies to energize the declining TV market, gave a presentation on future UHD TV market and UHD Alliance activities.

 

The TV market recorded approximately 230 million units in 2015. However, this is 20 million units fewer than 2014’s 250 million, and CES reported that 2016 performance will be similar to 2015. 2016’s estimated UHD TV market, which is the premium market of 55 inch or larger, is 21% of the total TV market with approximately 48 million units.

 

The 4 key factors that UHD Alliance is pursuing in UHD TV are image resolution, color bit depth, color palate, and high dynamic range.

 

LCD TV and OLED TV that satisfy these factors are to be available from this year. In order to respond to OLED’s vivid color realization, LCD TV companies developed quantum technology. Also to draw near OLED’s contrast ratio of 1,000,000:1 they are continuing technology development, but the LCD contrast ratio remains around 3,000:1.

 

It is worth noting that UHD Alliance provided 2 HDR specs: more than 1,000 nits peak brightness at less than 0.05 nits black level, or 540 nits brightness with 0.0005 black level.

 

LG Electronics already achieved UHD Alliance’s HDR spec of 540 nit peak brightness last year, and this is analyzed to provide foundation for more invigorated future OLED TV market. Based on this, OLED TV is expected to be the main force within the UHD TV market.

 

Additionally, UBI Research estimated that 2016 OLED TV market will record 1,200,000 units.

 

ces2

[CES 2016] What is This Year’s Trend?

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At the press event of CES 2016 (January 6-9), CEA revealed that this year’s CES trends are as follows:

  1. Ambient sensing
  2. Aggregated learning
  3. A maturing of nascent ecosystems.

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Ambient sensing includes products with motion/touch sensors, calorie analyzing sensor, and products that automatically adjust water volume after checking the weight of the laundry. Aggregated learning’s representative technology and products are driverless vehicles. Lastly, the maturing of nascent ecosystems includes VR (virtual reality), UHD, wearable device with health and fitness function, drone, 3D printer, and smart home.

 

Compared to last year’s trends, what has been most changed was the part where the automotive related technology was introduced as adaptive customization within permeation of logic in CES 2015.

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However, this year the aggregated learning was changed to autonomous vehicle (i.e. driverless car) and demonstrated CES’ high expectations for future automotive industry.

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NTHU is reshaping the lighting world via Candlelight OLED

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Numerous researches have been sounding alarm with increasing frequency on the health hazards of blue light. They report that blue light possesses potential hazard to the retina of human eyes, circadian rhythm, melatonin secretion, and cancer risk.

 

To devise a human-friendly light source and to also trigger a “Lighting Renaissance”, the Prof. Jou’s OLED research group from National Tsing Hua University (NTHU), Taiwan, demonstrates a high light quality and blue-hazard free candlelight OLED, that serves as a good measure and a wisely choice for general lighting. Just before Christmas, the candlelight OLED has won the International Dark-Sky Association Lighting Design Award and Domestic golden lighting medal. Moreover, Taiwan’s government highlights and entirely promotes NTHU and WiseChip Semiconductor Inc. to further investigate candlelight OLED technology via the highest Ministry of Economic Affairs support in following two years. It’s surely confirmed that the health-friendly candlelight OLED can be commercialized, accessible and affordable for human mankind by the end of 2017.

 

Additionally, the IDA website announced that “Since 2006, Prof. Jou has worked with students on organic LED (OLED) lighting technologies in an effort to create lighting that minimizes negative impacts to human health. In this work, he and his research team has made numerous breakthroughs, such as the creation of very low color temperature OLED, sunlight-style OLED, pseudo-natural light OLED, and candlelight-style OLED devices. Their candlelight-style OLED has attracted a considerable attention from both academia and industries. Most importantly, the candle-like OLED has also been praised by medical experts and is considered one of the safest electricity-driven lighting sources. This lighting can be used in both indoor and outdoor applications.”

 

Upcoming lighting industrial trends should be psychological- and physiological- friendly lighting sources. Currently, the gross production value of OLED up to 4,000 billion US dollars.

 

Candlelight OLED, Source: NTHU

Candlelight OLED, Source: NTHU

 

Professor Jou's Research Team, Source: NTHU

Professor Jou’s Research Team, Source: NTHU

 

IDA Received by Professor Jou's Research Team, Source : NTHU

IDA Received by Professor Jou’s Research Team, Source : NTHU

[Analyst Column] LCD Industry Administration to Worsen after 3 Years

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Choong Hoon Yi, Chief Analyst, UBI Research

 

 

BOE is intending to carry out a large amount of investment in order to operate Gen10.5 LCD line from 2018. Meanwhile, key set makers including Apple, Samsung Electronics, LG Electronics, and Panasonic are devising strategy to move from LCD to OLED for smartphone and premium TV displays. As such, it is becoming more likely for the LCD industry to be in slump from 2018.

 

At present, the area where LCD industry can create profit is LTPS-LCD for smartphone. The forecast smartphone market for this year is approximately 15 billion units. Of this, Samsung Electronics and Apple are occupying 20% and 15% of the market respectively. OLED equipped units are less than 2 billion.

 

However, from 2018 the conditions change greatly. Firstly, Apple, which has been using LCD panel only, is estimated to change approximately 40% of the display to OLED from 2017 earliest and 2018 latest. Apple is testing flexible OLED panels of JDI, LG Display, and Samsung Display, and recommending them to invest so flexible OLED can be applied to iPhone from 2017. The total capa. Is 60K at Gen6. As new investments for Gen6 line of Samsung Display and LG Display are expected to be carried out from 2016, supply is theoretically possible from 2017.

 

Source: UBI Research Database

Source: UBI Research Database

 

If 5inch flexible OLED is produced from Gen6 line, under the assumption of 50% yield at 60K capa. 65 million units can be produced annually, and approximately 1 billion units if the yield is 80%. If Apple’s iPhone shipment in 2017 is estimated to be around 2.7 billion units, within the 50-60% yield range approximately 25% of the display is changed to OLED from LCD, and if yield reaches 80% around 40% will change. The companies that are supplying Apple with LCD for smartphone, LG Display, JDI, and Sharp, are expected to show considerable fall in sales and business. These 3 companies could be reduced to deficit financial structure just from Apple’s display change

 

Furthermore, as Apple is not producing low-priced phones, under the assumption that future iPhone could all have OLED display, Apple could cause the mobile device LCD industry to stumble after 3 years.

 

Samsung Electronics also is gradually changing Galaxy series display to OLED from LCD. Of the forecast 2015 shipment of 3 billion units, 50%, 1.5 billion units, has OLED display, but Samsung Electronics is expected to increase flexible OLED and rigid OLED equipped products in future. Particularly, as Apple is pushing for flexible OLED application from 2017, Samsung Electronics, whose utilizing OLED as the main force, is estimated to increase flexible OLED usage more than Apple. It is estimated that all Galaxy series product displays will be changed to OLED from 2019.

 

 

Under these assumptions, of the estimated smartphone market in 2020 of approximately 20 billion units, Samsung Electronics and Apple’s forecast markets’ 7 billion could be considered to use OLED.

 

Samsung Display is strengthening supply chain of set companies using their OLED panels. Samsung Display is supplying OLED panels to diverse companies such as Motorola and Huawei as well as Samsung Electronics, and also expected to supply rapidly rising Xiaomi from 2016. If smartphone display is swiftly changed to OLED from LCD from 2017, Chinese display companies that are currently expanding TFT-LCD lines are to be adversely affected.

 

Additionally, in the premium TV market, LG Electronics mentioned that they will focus on OLED TV industry at this year’s IFA2015. As a part of this, LG Display is planning to expand the current Gen8 34K to 60K by the end of next year. Furthermore, in order to respond to the 65inch market, Gen9.5 line investment is in consideration. In the early 2015, Panasonic commented that they were to withdraw from TV business but changed strategy with new plans of placing OLED TV on the market in Japan and Europe from next year.

 

As Samsung can no longer be disconnected from the OLED TV business, there are reports of investment for Gen8 OLED for TV line in 2016. Although OLED TV market is estimated to be approximately 350 thousand units this year, in 2016, when Panasonic joins in, it is expected to expand to 1.2 million units. The OLED TV’s market share in ≥55inch TV market is estimated to be only 4% but in premium TV market it is estimated to be significant value of ≥10%.

 

 

 

 

If Samsung Display invests in Gen8 OLED for TV line in 2016, from H2 2017 supply to Samsung Electronics is possible. As OLED Gen8 line’s minimum investment has to be over 60K to break even, it can be estimated that Samsung Display will invest at least 60K continuously in future.

 

Under these conditions, LCD industry can only be in crisis. Firstly, it becomes difficult for Sharp to last. Sharp, which is supplying TFT-LCD for Apple’s iPhones and LCD for Samsung Electronics’ TV, will lose key customers. Secondly, BOE, AUO, and JDI, the companies selling LCD panels to these companies, are not ready to produce OLED and therefore damage is inevitable.

 

BOE is carrying out aggressive investment with plans to lead the display industry in future with operation of Gen10.5 LCD line. Therefore, from 2018, as the main cash cow items disappear, administration pressure could increase.

[Expert Talk] OLEDWorks’ Co-founder David DeJoy Talks New Lighting Experience

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Through an interview with OLEDNET and his presentation during the OLEDs World Summit (October 27-29), OLEDWorks’ co-founder, chairman and CEO David DeJoy discussed OLEDWorks’ vision and OLED lighting.

 

OLEDWorks hit the headlines in April this year when it was announced they would acquire key OLED assets and relevant intellectual property from Royal Philips whose main OLED product is Lumiblade. This acquisition was finalized earlier this month, taking this relatively small but already dynamic player within the OLED lighting industry to another level with plans that include continuing production in both Germany and the US, and expanding the product portfolio.

 

As the world’s first area light source, OLED lighting is naturally diffusive. As the light is uniform without flickers, the glare and eye fatigue is minimized. Although it is similar to LED in that it is a solid-state lighting, OLED produces little heat and color temperature can be easily adjusted. With its thinness of the panel and no need for extra installation space, OLED lighting can bring forth new design perspectives and applications. During his talk, DeJoy commented that OLED will bring the light closer to the user and will deliver a better light experience in diverse settings including patient rooms, recovery rooms in hospitals, retail, and museums.

 

Although customer response to OLED light quality is extremely positive, DeJoy acknowledged that it is facing many challenges in entering the lighting market and divided the strategy to overcome this into “the four ‘A’s”: awareness, adaptability, availability, and affordability.

 

The ‘awareness’ includes education about the technology and benefits, as well as confidence in the OLED lighting technology reliability. The effort to build the OLED lighting awareness includes government partnerships such as DOE Funded Gateway Projects, and NYSERDA Demonstration Projects. Designers and architects are also increasingly turning to OLED for inspiration and source material. OLED lighting’s previously mentioned advantages are closely linked to the second ‘A’, ‘adaptability’. Its thinness, lack of heat, and no need for additional installation space mean that OLED lighting can easily be integrated into fixtures and used as a building material by being directly mounted on surfaces. On the subject of ‘availability’, DeJoy emphasized that more luminaire and final products should become more available to specifiers. He added that there are many in product development but they need to get into the hands of the end user. Discussing the ‘affordability’ of OLED lighting, DeJoy used OLED panel cost scenario published by the US Department of Energy which estimates that the panel price will continue to fall to reach US$10/klm, which corresponds to approximately US$100/m2, in 2025. DeJoy added that when examining the affordability of OLED lighting, the total cost has to be considered. For example, OLED lighting does not require heat sink or extra installation cost. Also, many applications do not need very high lumen output with focused beams; “it is not all about $/klm”.

 

Source: US Department of Energy

Source: US Department of Energy

 

DeJoy explained that OLEDWorks long term goal is making OLED lighting adaptable and available, making it easier to change the lighting when it is broken, and be user friendly. He reported that OLEDWorks will continue to expand the product portfolio, which now includes Lumiblade, for “increased performance, additional form factors, and additional CCT options, while reducing product costs”. DeJoy also added that this is “akin to the LED evolution and consistent with the U.S. Department of Energy forecast”. With their proactive and enthusiastic approach to the OLED lighting market, the industry is watching OLEDWorks with great interest. OLEDWorks’ effect on OLED lighting market is expected to be significant.

LG OLED TV Records Highest Monthly Sales Volume

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LG Electronics’ strategy of OLED promotion and OLED TV price reduction appears to be working successfully.

 

On November 3, LG Electronics reported that the October sales exceeded 4,500 units, twice the volume of early 2015. Particularly, the sales volume of the first week of October exceeded 2,000 units and contributed to breaking the monthly sales volume record.

 

The OLED TV’s bigger price drops from the last week of September seem to have led the high sales volume in the first week of October. According to Amazon, 55inch FHD curved OLED TV fell to US$ 1,797 from October, approximately a 28% drop from August’s US$ 2,499. 55inch UHD curved OLED TV and UHD flat OLED TV also fell to the US$ 2,000 range, making the price difference with UHD LCD TV to be US$ 500. This price competitiveness is analyzed to contribute to the increased sales volume.

 

Aggressive marketing is also a factor for this sales volume growth. In September, LG Electronics installed OLED TV in 39 key airports in 23 countries including the US, Germany, and Russia, and revealed plan to install approximately 200 units of OLED TV until the end of October. Advertisement of OLED TV can also be easily seen in Korean subway stations. LG Electronics’ OLED promotion strategy, revealed during the Q2 performance announcement appears to be effective.

 

Recently, LG Electronics announced their aim to lead the OLED TV market through strengthening OLED=LG image and OLED TV and UHD TV product diversification.

LG 55inch OLED TV Price Changes

LG Electronics Strives to Establish OLED=LG Image

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On October 29, during the performance announcement, LG Electronics revealed their plan to carry out aggressive marketing through establishment of OLED=LG image.

 

LG Electronics Home Entertainment business reported that the TV shipment doubled in this quarter compared its previous quarter due to OLED TV and UHD TV product mix. LG Electronics reported that OLED TV market expansion from Korea and North America into Europe and Russia among others contributed to the sales increase.

 

LG Electronics is anticipating sales increase in Q4 from peak TV market and general market promotion brought premium TV sales expansion. Accordingly, LG Electronics forecast their Q4 sales to be similar to 2014 and that business profit to increase slightly due to improvement in TV’s profit stabilization.

 

Regarding aggressive marketing from Chinse TV companies including Hisense, and TCL, Jinho Ha of LG Electronics Home Entertainment planning department, admitted the threat. However, through premium TV technology such as smart TV, design, and OLED, Ha explained that they will secure product superiority. He also added that Chinse companies’ North American TV market share is around 3% in terms of volume and remains minimal in revenue.

 

New premium OLED TV release brought better than expected response from consumers. It is also receiving positive reviews; several media have selected the product as this year’s TV. The company reported that they will strive to expand the market through extension from the premium TV.

 

LG Electronics’ total revenue was announced to be 13,000 million USD* with business profit of 270 million USD. Home Entertainment department reported 4,000 million USD, a 9% increase from previous quarter, with business profit of 33 million USD.

 

* 1 USD = 1,100 KRW

ETRI’s Doo-Hee Cho Receives IEC 1906 Award

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On October 23, ETRI (Electronics and Telecommunications Research Institute) Information & Communications Core Technology Research Laboratory’s Dr. Doo-Hee Cho received IEC 1906 Award at World Standards Day ceremony. The IEC 1906 Award recognizes exceptional current achievements and it is presented by the International Electrotechnical Commission, one of the top 3 international standards organizations.

 

Dr. Cho has been active in IEC since his involvement in 2009. The activities include serving as the president of IEC·TC34 (lighting)’s OLED working group and establishment of IEC 62866: Organic Light Emitting Diode (OLED) panels for general lighting – Safety requirements.

 

Founded in 1906, IEC is one of the top 3 international standards organizations along with ISO (International Organization for Standardization) and ITU (International Telecommunication Union) with 83 member countries. IEC established IEC 1906 Award in 2004. Since then they have been selecting industry’s experts with outstanding contribution to electrotechnical standardization and IEC development and presenting the award annually. With this award for Dr. Cho, acceleration to OLED lighting’s international standardization and OLED lighting business growth are anticipated.


IEC 1906 Award Badge

IEC 1906 Award Certificate

Dr. Doo-Hee Cho

Absolute Requirements for the Automotive OLED Display’s Success

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On October 15, in IMID Exhibition Business Forum held in Korea International Exhibition Center (October 14-16), KATECH (Korea Automotive Technology Institute)’s head of Intelligent Control System R&D Center Dr. Inbeom Yang presented ‘Future of Automotive Technology and the Role of Smart Display’ and forecast the future of automotive display.

 

Dr. Yang revealed that “if existing vehicles focused on technological factors, future vehicles will evolve entirely centering on the driver, and the automotive display also will develop following this trend”. He also added that the driver’s safety and convenience have to be the priority.

 

Dr. Yang gave 4 examples of future automotive display. Firstly, he discussed ADAS and their flaws. ADAS (Advanced Driver Assistance Systems) help the driver to operate the vehicle safely. If ADAS can be actualized through displays such as HUD (head-up display), the driver’s safety can be maintained with ease.

 

The second item mentioned was a function that notifies the driver status reports linked with time and location. Dr. Yang reported that a device needs to be developed that can function in specific situations with sensors and sounds as well as on display.

 

Dr. Yang forecast that if display, touch technology, and haptic technology are combined and applied to vehicles, operation and feedback will be simpler for the driver. He announced that multi-functional & configuration display will also be introduced which will allow driver to recognize and control.

 

Audi’s concept vehicle that was presented in IAA 2015 Audi e-tron quattro has full OLED interface and all functions required for the vehicle operation can be controlled via touch display without physical buttons.

 

As futuristic displays such as these are developed that increases driver’s convenience, the proportion of display within a vehicle is expected to increase, and developed focusing on the driver centered UI (user interface). OLED Display can maximize the driver’s accuracy with fast response rate and high contrast ratio. Along with safety, and design freedom that comes with flexibility, it is suitable for automotive display. However, the linkage with the UI system optimized for the driver is essential rather than performance of the display panel itself; collaboration between display panel companies, and automotive system and peripheral companies is expected to be a major point in early market occupancy between automotive display panel companies.

Audi Q7 3.0 TDI quattro ,Geneva International Motor Show

Samsung to Increase External Transaction by More Than 30%

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Samsung Electronics reported a third-quarter earnings through a conference call on October 29 local time. Samsung Display’s Chang Hoon Lee revealed that OLED panel’s production cost can now compete against LCD and the company has plans to increase the external transaction ratio by more than 30% of yield.

The display business department was expected to have a difficult time in Q3 2015 due to the smartphone market’s slowdown of growth and latecomers’ competitiveness increase. However, with the key customer base’s release of new products and increase of new clientele, and secured operation ratio, the performance results improved.

Lee also revealed 2016 strategy of increasing the low-to-medium priced products, expanding the new market, diversifying products, and procuring transaction base. Lee also added that Samsung will prepare to secure new growth power through transparent, mirror, HUD, and automotive display development via technology leadership in areas such as flexible OLED.

It was also announced that the additional installation of OLED line will be decided after examining the market status. A3 line has been in operation since April. Supply competitiveness will be strengthened through complementary investment for existing line.

Samsung Electronics recorded a 6% increase compared to the previous quarter with revenue of USD 47 billion. With the help of currency exchange rate, business profit showed approximately USD455 million compared to the previous quarter with USD 6.7 billion.

Q2 AMOLED Market, the Largest So Far

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According to UBI Research’s Weekly OLED Analysis Report, Q2 AMOLED panels recorded the largest shipment and sales so far. With 56 million units, the Q2 shipment increased by 35% in comparison with Q1, and a 19% increase compared to the same period last year. US$ 2,800 million was recorded for sales, which is a 65% increase compared to its previous quarter.

 

Last quarter’s AMOLED market growth is due to Samsung Display’s AMOLED panel supply volume for Chinese set companies and increase in LG Display’s flexible OLED panel production for smartwatch.

 

LG Display Opens 2015 Tech Forum in Collaboration with Other Companies

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Source : LG Display

LG Display set out to discover new technology through open innovation in collaboration with other companies.

 

On September 15, LG Display invited top global display material and component companies to Paju factory and opened 2015 LG Display Tech Forum. The invited companies included Merck, Asahi Glass, and Sumitomo.

 

Under the heading of ‘OLED, New Opportunity and Challenge’, 13 key collaborating companies in material, process, glass, and circuitry sectors participated. They promised to share market trend, and LG Display’s OLED and LCD technology development direction and cooperate regarding future technology.

 

LG Display increased emphasis on OLED; LG Display revealed detailed business strategy for large and small size OLED, and discussed technology and products that should be developed together in collaboration with companies in each stage.

 

Additionally, LG Display newly established Technology Innovation Award for collaborating companies that contributed to LG Display’s product improvement with innovative technology. The award was presented to Asahi Glass for developing glass light guide panel used in thin panel actualization, and display material companies Merck and Nitto Denko.

 

LG Display’s CEO Han Sang-beom explained that LG Display could pave the way for OLED with world’s first technology due to much effort and enthusiastic corporation from R&D partners. He also entreated each company to continue to change and evolve through their own R&D competitiveness and creativity and lead the future display market.

Mitsubishi Chemical and Pioneer Develops Bluelight-less OLED Lighting

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Japan’s Mitsubishi Chemical and Pioneer announced their success in developing the first bluelight-less OLED lighting module. The two companies produced this module through a wet coating process for the light-emitting layer and began shipping samples on August 1.

The new OLED lighting module does not use blue emitting materials in the OLED panel and the light from the panel contains a minimal portion of blue light. According to the companies, this is less than 1% of the amount in the 3000K-type OLED lighting module developed by Mitsubishi Chemical and Pioneer.

The panel is a candle-color type with a 1900K color temperature; this is suitable for storage lighting of light-sensitive items such as cultural heritage and paintings, as well as lighting for bedrooms and medical practices.

Blue light, which has a wavelength of between 380 and 495 nanometers, has the highest energy among visible light. This is enough to reach the retina at almost full strength. This can cause eye fatigue as well as reduction in quality sleep.

With the increase of smartphone and PC use, the amount of time exposed to blue light is also increasing. Therefore, as the interest in eye health rises, this bluelight-less OLED lighting module development is worthy of attention.

Source: MPOL

Source: MPOL

LG Electronics’ OLED TV, Increasingly Competitive in Price

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OLED TV price, which was considered the biggest issue compared to LCD TV, has fallen once again. LG Electronics’ 2015 new model 65inch 4K Ultra HD curved OLED TV (65EG9600) is now priced US$ 5,999 on Amazon (www.amazon.com). The price that used to be US$ 8,999 even in June fell to US$ 6,999 in July, and it is now down to US$ 5,999, showing rapid decrease. Furthermore, the price decrease is not limited to 65inch products as 55inch 4K Ultra HD curved OLED TV (55EG9600) also fell by US$ 1,000, from US$ 4,999 to US$ 3,999.

 

There is a difference of US$ 1,500 in price between LG Electronics’ 65inch 4K OLED TV and Samsung Electronics’ premium model 65inch 4K SUHD TV (US$ 4,499). Analysis shows that the monthly average price decrease for OLED TV between June and August is 18% while SUHD TV’s is 5%.

 

During the last earnings results announcement, LG Electronics reported that UHD OLED TV will achieve price competitiveness in 2016. If the price decrease continues at this rate, OLED TV will be able to aim for market expansion against LCD TV through price as well as its many advantages such as design freedom, thickness, and picture quality.

 

LG Electronics reduced the price of 55inch Full HD curved OLED TV (55EC9300), released last year, from US$ 2,499 to US$ 1,999.


[Analyst Column] Korean Display Industry Is On Descent

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Dr Choong Hoon Yi, UBI Research Chief Analyst, ubiyi@ubiresearch.co.kr

 

The analysis of 2015 2Q results of Samsung Display and LG Display shows clear indication that Korean display industry is on descent.

 

[2015 Q2 Korean Display Total Sales Analysis]

According to the results announcement of the 2 companies, the total of 2015 Q2 sales is approximately US$ 11,000,000,000. Compared to the total sales in 2013 Q2 which was US$ 13,000,000,000, Korean display industry trend is exhibiting clear downward tendency.

0812 graph1

 

2015 Q2 Korean display sales records -4% QoQ, and 8% YoY.

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The main reason for the decrease in sales is Samsung Display’s deterioration of earnings results. While LG Display’s sales of the past 3 years remain fairly consistent but Samsung Display’s sales is gradually decreasing.

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[2015 Q2 Korean Display Total Business Profit Analysis]

Connecting the high points of the total of 2 companies’ business profit reveal that the business value is worsening as the trend moves downward. This also is much contributed to Samsung Display’s business profit decrease.

0812 graph4

 

 

[Samsung Display and LG Display Sales Analysis]

According to the earnings announcement of both companies, Samsung Display and LG Display recorded sales of approximately US$ 5,500,000,000 and US$ 5,600,000,000 respectively. LG Display is maintaining higher sales results compared to Samsung Display for the past 5 quarters. Each company’s QoQ showed to be -4% (LGD) and -3% (SDC) and YoY to be 12% (LGD) and 5% (SDC). The simultaneous decrease of QoQ sales of both companies demonstrates that the Q3 sales could also fall.

 

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[Samsung Display and LG Display’s Competitiveness Analysis]

Looking at the profit/sales graph of Samsung Display and LG Display, it is apparent that Samsung Display showed superior competitiveness until 2013 Q3, but since then LG Display averaged higher.

 

 

[Conclusion]

The reason for the downward trend of Korean display industry is analyzed to be the fall of display panel price due to the Chinse display companies’ mass production through aggressive investment. Particularly, in or after 2017 when China’s BOE is estimated to begin Gen10.5 LCD line, LCD panel price will fall even more rapidly. This is forecast to lead Korean LCD industry to suddenly lose competitiveness. For Korean display companies that have immense LCD sales to show positive growth, it is time to expand OLED business that can be differentiated from Chinse display companies.

 

The only solutions for Korean display industry are OLED investment in large scale and conversion of LCD line to OLED line. At the time of BOE’s Gen10.5 line operation, Korean display companies also should respond with Gen6 flexible OLED investment and early establishment of Gen8 OLED line.

[Analyst Column] LG Display Q2 Earnings Analysis and Signification of Flexible OLED Investment

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Dr Choong Hoon Yi, UBI Research Chief Analyst, ubiyi@ubiresearch.co.kr

 

On July 23, LG Display announced its earnings results at LG Twin Towers in Yeouido, South Korea. LG Display reported that their Q2 sales recorded approximately US$ 5,700,000,000 with business profit of approximately US$ 420,000,000.

 

Although sales fell by approximately US$ 260,000,000 (-5%) compared to the previous quarter, it was an increase of US$ 620,000,000 (12%) compared to the year before. Business profit showed approximately US$ 210,000,000 decrease (-34%) QoQ, and YoY US$ 280,000,000 increase (206%).

 

0805 graph1

 

LG Display’s sales and business profit of Y/Yo (green line) showed U shape of trend of growth in previous 5 quarters but this quarter recorded a fall. It is analyzed that the growth could slow down from 2H 2015.

 

The drop of the LG display’s Y/Yo growth in this 2Q is much attributed to smartphone market’s slow down and TV market reduction. It is also estimated the panel price reduction due to Chinese display companies’ aggressive investment is reflected.

 

0805 graph2

 

 

For LG Display to stop the degrowth, mass production of products that are differentiated from competition, is urgently needed, away from LCD panel that is LGD’s current major business.

 

On the day, LG Display’s management announced approx. US$ 900,000,000 investment for Gen6 flexible OLED line in order to lead flexible OLED market. The investment location is Gumi factory. Investment location is Gumi factory with the initial investment of 7.5K. It is expected world’s second flexible OLED exclusive line will established following Samsung Display. It is anticipated that up to 15K will be established for this line.

 

Considering last year’s LG Display’s business profit was approx. US$ 1,100,000,000, the US$ 900,000,000 flexible OLED investment is very large. The investment decision must have been very difficult. However, the reasons for LG Display’s drastic flexible OLED exclusive line investment are because companies that produce LTPS-TFT LCD (LGD’s existing main market) is increasing, and because Samsung Display is already monopolizing rigid OLED market and therefore difficult to secure market share.

 

LG Display’s CFO Kim Sang-don explained that flexible OLED Gen6 line investment was decided at the board of directors meeting on July 22, and was made official on the morning of July 23. Kim added that the decision was reached so that LG Display can lead the OLED business in terms of technology and to occupy initial market in foldable and rollable technologies. He also commented the monthly capa. of the flexible OLED line will be 7.5K.

 

Regarding large area OLED panel, it was emphasized that this year’s panel production target remains to be 600,000 units and 1,500,000 units next year, same as the ones announced during the Q1 earnings results presentation. It was also revealed that 34K, approximately 9K higher than current capa., will be in operation in 2016. Addressing the concern of oversupply of next year’s 1,500,000 units while the OLD TV market is still small, LG Display suggested the solution of increasing the demand by active promotion from the second half of this year.

 

 

 

Despite the fall of mid to large size panels’ sales price, from the enlargement of sets and AIT technology applied sales performance, the business profit of approximately US$ 4,000 million was recorded. This is a 34% decrease compared to the previous quarter but a 199% increase from the same period in 2014. LG Display estimates that the sales will increase in the third quarter due to seasonal factors and panel’s enlargement trend.

Korean Government, Will It Give Up Its Top Spot in Display Industry?

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Recent Samsung Electronics and LG Electronics’ TV and smartphone performance results are causing experts to be concerned over degrowth.

 

The axis that is centering Korean industry is dependent on these 2 companies and Hyundai Motor Company. In the 20th century when technology skills were lacking, Korean government and these 3 companies closely cooperated and coordinated product development and market cultivation. The low value of KRW invigorated the 3 companies’ export business. Strong government support allowed development of products that could compete against Japanese products occupying the international market. The potential that allowed the companies to overtake Japanese firms that were dominating electronics industry and increase the international market share was based on Korean government’s diverse interest and enthusiastic backing.

 

Japan’s display industry collapsed due to several reasons. Their pride that that latecomers including Korea will not be able to catch up to their technology, the discontinuation of investment by overlooking the need of the 21st century of information for display market, and the disregard of latecomers’ price competitiveness can be attributed to the collapse.

 

Korean display companies gave up on Gen10 investment in LCD business and began localization in China though establishing Gen8 LCD factory in China. However, Chinse display companies, with the backing of their government in large scale, continue to invest despite the deficit.

 

If BOE’s Gen10.5 LCD factory is complete, China will lead the global industry in terms of yield, and overtake Korea through China’s domestic market and price competitiveness. Now there are only 2 years left. It is only a question of time before Korea’s LCD industry falls apart.

 

The only thing that is left for Korean display industry is OLED. As Korean display industry plays an important role in Korean economy, the decline of display industry will have direct impact on employment, export, and domestic market.

 

However, Korean government is currently ignoring display industry. LCD and OLED have been excluded from WTO’s tariff elimination. China, which is rapidly becoming a new contender in display industry, has agreed with the U.S. to exclude LCD and OLED advocating protection of Chinese market and industry, and other countries followed. China is adding 5% tax for 32inch products or larger; Samsung Display and LG Display are operating LCD factories in China in order to be exempt. The labor force is moving away from Korea to China. Korea’s Ministry of Trade, Industry and Energy is overlooking the importance of Korea’s display industry.

 

To make matters worse, Korean government has no tax regarding manufacturing equipment. When display companies import expensive manufacturing equipment, no tax is added. Recently, due to a low exchange rate of the yen, Japanese companies’ price competitiveness is 1.5 times higher than several years ago. At a time when Korean manufacturing equipment companies are losing heavily in the competition against Japanese, Korean market is actually giving up the market to Japanese companies.

 

For example, if Samsung Display and LG Display have saved 10,000,000 USD on the purchase of manufacturing equipment, the result is Korean companies’ loss of 100,000,000 USD. Although 10,000,000 USD is a large amount of money to Samsung Display and LG Display, the consequential loss of 100,000,000 USD for Korean manufacturing equipment market is even more immense.

 

The Korean display ecosystem that has been carefully established is being destroyed by its own government.

 

Although Korean government is paying lip service to build strong small and medium-sized businesses, in actuality, it is giving small amount of money to large companies and continuing to ignore smaller Korean manufacturing equipment companies. For the future of the smaller Korean manufacturing equipment companies struggling against the weak yen, a system of where they can at the very least survive in domestic market is needed.

 

Job creation for the young engineers requires more consideration for small and medium-sized businesses rather than large companies that can thrive without any help.

UHD OLED TV, Rapidly Catching Up to SUHD TV Price

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OLED TV price, once again, dropped down by a large margin. LG Electronics’ new 2015 model 65inch 4K Ultra HD curved OLED TV (65EG9600) on Amazon (www.amazon.com) fell to US$ 6,999 which is a drop of US$ 2,000 from previous US$ 8,999. The price for 55inch 4K Ultra HD curved OLED TV fell US$ 1,000 to US$ 4,499 from its release price of US$ 5,499. The 2015 new model EG9600 series has panel with improved brightness of 450nit from previous 400nit.

 

The price of Samsung Electronics’ SUHD TV, similar premium product to LG Electornics’, is US$ 4,997 for 65inch (UN65JS9500), and US$ 2,497.99 for 55inch; there is a difference of approximately US$ 2,000 between LG Electronics’’ UHD OLED TV of same size.

 

The comparison between 2015 65inch UHD OLED TV and SUHD TV shows that approx. 40% price difference was shown in April 2015. However in July 2015, the difference was approx. 30%, showing that UHD OLED TV price further fell by approx. 10%.

 

These show that the UHD OLED TV price reduction is occurring rapidly. It is analyzed that the biggest factor for LG Electronics’ UHD OLED TV price fall is production cost reduction due to UHD panel yield increase and competition with set companies that actively began OLED TV sales.

UHD TV Price Trend, Source : UBI Research

 

[Analyst Column] Korean TV Industry, Where to Go?

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Dr Choong Hoon Yi, UBI Research Chief Analyst, ubiyi@ubiresearch.co.kr

 

 

Korean TV industry, according to recent reports by media, is showing a red light not being able to escape the deficit structure.

 

Samsung Electronics and LG Electronics possess high market share in costly premium TV market. However, in 30inch grade market, the two companies struggle against economically priced sets. In order to maintain sales, Samsung Elec. and LG Elec. are managing diverse product portfolio but business profit keep falling. Due to this, LCD panel stocks produced by Samsung Display and LG Display are steadily increasing.

 

LCD panel business is sinking into a pit.

 

What is the reason that Korea’s LCD TV and LCD business values can only become worse?

 

This can be forecast from looking at Japan’s TV and LCD business. Until the early 2000s, Japan was one of the leaders in electronics. However, Japan’s TV business is gradually dying out. Japan’s leading companies, Sony and Panasonic’s TV business began to be deteriorate because of Korean mid-low price products. In succession, Sony ended up spinning off the TV business, and Panasonic stopped TV business other than for domestic supply. Korean TV companies began to dominate the market. However, only a few years since then, Korean TV industry is losing commercial value, pushed aside by mid-low price products manufactured by China and others.

 

Second is display investment. As Japanese TV industry began to crumble, Japanese display companies had no choice but to stop the investment. The companies could not see a way to make profit through investment even if TV market grew as client companies’ panel purchasing power fell. Korea is the same. Samsung Elec. and LG Elec.’s TV business profitability deterioration led toward Samsung Display and LG Display’s halting the investment. On the other hand, Chinse display companies began Gen10.5 line investment. TV industry relies on assembly business and business network and therefore initial investment cost is low. In comparison, display industry is high risk as it requires large scale investment from early stages. If the business profit falls without investment cost return, companies face great loss and business closure is also not easy.

 

The third reason that Japanese TV companies are dying out is because they could not produce premium TV. Sony, which lost its competitiveness in LCD TV, tried to strengthen its market leadership through 4K TV. However, the brand value was already down and with the lack of marketing value, Sony easily gave up the market to companies in pursuit such as Samsung Elec. and LG Elec. LCD TV already had no difference in quality whether it was produced by a Korean or Japanese company, and brand value order had switched. LCD TV quality produced by Chinese companies is already reached the top. They are no longer companies who produce cheaper knockoffs. Furthermore, LCD panel production technology of Korea, Japan, Taiwan, and China can now be deemed equal.

 

The final reason that stops Japanese TV business from securing market is that they failed to suggest differentiation point in premium TV. Fundamentally, differentiation is not possible for LCD TV. The biggest differentiation factors in the current TV market are picture quality and design. Any company can produce thin LCD TV and curved LCD TV. Panel size, resolution, and QD-LED using color gamut that LCD can actualize can no longer be differentiated technology. The difference of LCD panel and TV manufacturing technology between Korea, Japan, Taiwan, and China is already within a year. No matter what kind of product is released, market control has one year of expiration period. Considering the promotion period required in the market is approximately 6 months, the period where profit can be made is shortened even further.

 

So what is the solution for the Korean TV industry to survive?

 

As I have mentioned dozens of times for several years, what is left is OLED TV. What LCD cannot do in terms of picture quality and design, with OLED it is possible. Therefore, only the non-LCD products can enjoy the key factors of differentiation in premium TV market.

 

Existing premium TV is IPTV, a market that Japanese TV companies have been pursuing since early 2000s. Internet connection is possible through TV and allows for exchange of information in both directions. The basic concept of IPTV is watching TV while searching the information on TV via internet. But how useful is this concept at present? The usefulness of IPTV is becoming increasingly low as smartphone is used to search information, use the internet, and even watch TV. With no reason to use the internet via TV, TV companies should seriously consider whether TV with high white brightness is really needed. Rather than white TV with high brightness, it is time to place more importance in the functions of the TV itself. TV screen only uses 20-30% of full white brightness. Films, with outdoor shooting, falls under 20%, and for contents shot at night, black is more important.

 

Considering ‘blackness’ and design, anyone can find where the solution lies. If the foolish notion of trying to make OLED as bright as LCD is abandoned, there is hope.

 

LG OLED UHD TV, SID 2015

LG OLED UHD TV, SID 2015

 

Samsung OLED UHD TV, IFA 2013

Samsung OLED UHD TV, IFA 2013

 

[Lighting Fair Japan 2015] LG Chem, 100lm/W OLED Lighting Panel Mass Production Possible in April 2015

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LG Chem estimates mass production of highly efficient 100lm/W OLED lighting panel in April this year. In Lighting Fair Japan 2015 (March 3 – 6) LG Chem announced that they have achieved 2014 target of 100lm/W development, and that mass production will be possible from April 2015. Additionally, they presented the 140ml/W roadmap until 2017, and LG Chem is forecast to keep on leading the OLED lighting market.

Until now OLED lighting had lower efficiency compared to the existing fluorescent light (approx. 100lm/W) and LED (approx. 100lm/W or higher), and was mostly used as luminaire rather than down light. However, if active mass production of 100lm/W products begins, utilization as down light will also be possible.

In this exhibition, LG Chem showcased solution concept of down light, and not a luminaire focused exhibition. They also demonstrated OLED lighting’s competitiveness as down light by securing lifetime of 40 thousand hours. This is approximately twice as long as fluorescent light and rivals LED. The biggest issue for OLED lighting is the cost. If the price becomes competitive through active investment, it is analyzed that the OLED lighting market will grow rapidly.

According to UBI Research’s OLED Lighting Annual Report 2014, OLED lighting market is forecast to grow by 100% of compound annual growth rate and form US$ 4,700 million market in 2020.

<LG Chem’s R&D Roadmap, Source : LG chem>

<Front View of LG Chem Booth, Lighting Fair Japan 2015>

By HyunJun Jang, reporter@olednet.co.kr