This publication has been discontinued on September 5, 2011.
Abstract
It' s been almost half a year since Sony has unveiled the world' s first
commercial OLED TV, the ' XEL-1' . The ' XEL-1' has attracted the world' s
attention while demonstrating the fact that the OLED can be adopted
successfully in TV. But people' s response has already gone beyond the
enthusiasm into discussions and criticisms based on the technological analysis.
In this regard, Displaybank has conducted a sectional review and analysis of
Sony' s OLED TV ' XEL-1' model together with industry experts; Sony' s marketing
and promotional strategies have been explored and the challenges to be solved
for the larger sized OLED have also been located. Additionally, fabrication
lab activities per each company and enlargement movement have been included in
the report. In result, Displaybank published the report that propose
marketing, product, technology and business strategies needed to launch OLED
TVs in the future.
If you need an analysis of the above questions and strategic advices, this
report would be beneficial. We hope that this report featuring a broad range
of work fields pertaining product, technology, investment and strategies are
organically linked together would help all companies that are interested in
entering into the OLED TV business.
LED-adopted LCD TV is anticipated to hit the market during 2009 and the
minimum thickness is expected to be the biggest USP. This is because, for
customers who would like to purchase a TV, the Design is considered to be the
most distinguished aspect. The LCD businesses have jumped into the heating
competition for super slim designs using LED BLU, but taking into account the
fact that a 40-inch product still has a 10mm thickness, the LED BLU
applications are unlikely to be thinner than the OLED applications. If these
advantages are reflected into marketing activities, the OLED can be powerfully
promoted with the concept of a true wall-mountable TV that is ' thin' and
' light' like a photo frame. For marketing, the industry insider should make
sure the fact that though there has already been the concept of wall-mountable
TVs, a heavy and thick TV cannot be a true product.
Table of Contents
1. Executive Summary
- 1.1. Research Objective
- 1.2. Research Methodology
- 1.2.1. Demonstration and Survey
- 1.2.2. Road Test
- 1.2.3. Expert Interview
- 1.3. Analysis Product Information (Sony XEL-1)
- 1.3.1. Specifications
- 1.3.2. Product Marketing Strategy
- 1.3.3. Meaning of Launching
2. Device-Aspect Analysis
- 2.1. Composition and Principle
- 2.2. Technological Factors for Better Image Quality AMOLED
- 2.2.1. Color Reproduction / Contrast Ratio
- 2.2.2. Contrast Ratio/ Brightness)
- 2.2.3. Response Time
- 2.2.4. USP Preference
- 2.3. Image Quality Comparison with LCD
- 2.3.1. Viewing Angle
- 2.3.2. Color
- 2.3.3. Contrast Ratio (Black Reproduction)
- 2.3.4. Response Time
- 2.3.5. Moving Image Quality Comparison
- 2.3.6. Panel
- 2.4. Image Quality Comparison with PDP TV
- 2.5. Summary of Image Quality Evaluation Result
- 2.6. XEL-1 Image Quality Technology Analysis
- 2.6.1. Super Top Emission Technology
- 2.6.2. Similar Impulse Driving
- 2.6.3. Black Frame Injection
- 2.6.4. Structure Analysis of Film adopted in XEL-1
- 2.7. Product Reliability Analysis
3. TV-Aspect Analysis
- 3.1. Design
- 3.1.1. Product Appearance Design
- 3.1.2. Box Design
- 3.1.3. Design Survey Result
- 3.2. Remote Control
- 3.3. UI (User Interface)
- 3.4. Input/Output
- 3.4.1. Input/Output Surve Result
- 3.5. Sound
- 3.6. Power Consumption
- 3.6.1. Power Consumption Survey Result
- 3.6.2. AC Adapter
- 3.7. Practical Use as Commercial Product
- 3.7.1. Satellite/Cable Receipt
- 3.7.2. Utilization in Households
- 3.7.3. Usage as PC Monitor
- 3.7.4. Connectivity Test
- 3.7.5. Internet Connectivity
- 3.7.6. Other Functions
4. Challenges to be Solved
- 4.1. Lifetime of OLED
- 4.1.1. Device Lifetime
- 4.1.2. Encapsulation Lifetime
- 4.1.3. Substrate Lifetime
- 4.2. Technology to Protect Partial Heating
- 4.3.Technology for Larger Size
- 4.3.1. Crystallization Technology, Deposition Technology
- 4.3.2. Substrate Process
- 4.4. Retention of Yields
- 4.5. Power Consumption
- 4.5.1. Driving Voltage
- 4.5.2. Efficiency Improvements
- 4.6. Price
5. Development Status by Company and Investment Trends
- 5.1. Development Status by Company
- 5.2. AMOLED Line Plan
- 5.2.1. D-Line Status
- 5.2.2. LTPS Line Status
- 5.2.3. AMOLED Line Plan
6. Conclusion (Strategic Direction Proposal)
- 6.1. Product Marketing Strategy
- 6.1.1. OLED TV Marketing Point
- 6.1.2. Selection of Target Customers
- 6.1.3. Brand-Operational Strategy
- 6.1.4. Sales Strategy
- 6.1.5. Product Promotional Strategy
- 6.2. Product Development Strategy
- 6.2.1. Ways to Retain Device-Aspect Competitiveness
- 1) Ways to Overcome and Utilize Lifetime
- 2) Technology for Larger Size
- 3) Retention of Yields
- 4) Power Consumption
- 5) Price
- 6.2.2. Ways to Retain TV-Aspect Competitiveness
- 1) Thickness Competitiveness
- 2) Design
- 3) Input/Output
- 4) Sound
- 5) Power Consumption
- 6) Practical Use of Products
- 7) Internet Connectivity
- 8) Selection of Appropriate Size
- 9) Appropriate Pricing Strategy
- A. 11inch OLED TV
- B. Appropriate Price for 40inch OLED TV
- 10) Competition Strategy with PDP/LCD
- 6.3. Business/Investment Strategies
- 6.3.1. Size Standardization
- 6.3.2. Mass Production System Establishment
- 6.3.3. Effective Fab Investment
- 6.3.4. Parts/Materials/Equipment Field
7. Epilogue
