Global and China Small and Medium-sized
Display Device Industry Report, 20092010
Generally speaking, the display devices below 10 inches are defined
as small & medium-sized display devices. Year 2010 has witnessed
several significant changes in small & medium-sized panel industry.
Firstly, Japanese enterprises have experienced downslide in
revenue.
Japanese small & medium-sized panel manufacturers are mainly
export-oriented due to the narrow domestic market. The already high
prices of Japanese products have been further driven up by the JPY
appreciation in 2009 and 2010. Although Japanese products
deliver excellent performance and hold irreplaceable positions in
many fields, manufacturers still prefer to reduce the purchase of
Japanese products over cost concerns. Sharp, Epson Imaging
Devices (EID) and Hitachi Displays, especially EID, have suffered
various degrees of decline.
As early as 2006, EID misjudged the situation and focused on the exclusive TFD technology, which resulted
in the serious lag in TFT-LCD field and the downslide for four successive years. Other Japanese small & medium-sized
panel manufacturers like NEC, Mitsubishi Electric and Sony Mobile Display give priority to supplying parent company.
NEC and Mitsubishi Electric see poor performance and shrunk demand for small & medium-sized panels.
Secondly, the originally large-sized TFT-LCD centered manufacturers have increased their investment in small &
medium-sized field. Traditional small & medium-sized panel manufacturers energetically expand the revenue from
other fields while cutting down the investment in their main businesses. Along with the mushrooming of high-generation
TFT-LCD production lines above G5, the competitiveness of existing large-sized TFT-LCD production lines of G5 and
below fall sharply in the large-size field, which brings no choice but only to increase the investment in small & mediumsized field. HannStar has experienced the most significant growth. Formerly almost without any products in small &
medium-sized panel field, it took advantage of the explosive development of netbook in 2009 and aggressively entered
the small & medium-sized field.
The revenue of HannStar from small & medium-sized field in 2009 almost sextupled that in 2008. In 2010, HannStar
has entered digital photo frame and mobile phone fields, and the shipment has risen substantially by over four folds from
2009, but the revenue has not seen clear increase. LG Display, originally with little investment in small & medium-sized
field, has become the display screen supplier for Apple iPhone 4 and iPad after defeating Sharp. The display screen of
iPhone 4 currently has the highest pixel density among the same size display screens, almost reaching the limit of visual
resolution. Traditional small & medium-sized panel manufacturers cannot withstand the aggressive price offensive from
traditional large-sized TFT-LCD manufacturers, so, they expand the investment in other fields. A case in point, Wintek,
once the mobile phone display screen manufacturer with the global largest shipment, increased its investment in touch
screen field in 2009. The touch screen revenue occupied 29% of the total revenue of Wintek in2009,and climbed sharply
to 63% in 2010, and is estimated to reach 76% in 2011. Nevertheless, Varitronix proclaimed downright retreat from
mobile phone display field at the end of 2009 while enhancing the investment in on-board display field.
Thirdly, mergers and acquisitions have sprung up continuously.
Taiwan Innolux purchased Toppoly, the largest supplier of Nokia mobile phone screens, and at the end of 2009,
Innolux and ChiMei Optoelectronics were merged into Taiwan’s No.1 and global No.3 TFT-LCD manufacturer as
well as the small & medium-sized panel manufacturer with the largest shipment worldwide. On the other hand, the
deeply trapped EID also tried to merge with Sony Mobile Display. At the end of 2009, LG Display acquired the OLED
business of KODAK, the OLED originator, and AUO bought TMD’s LTPS TFT-LCD plant in Singapore.
AM-OLED turns out to be the hottest subject in 2010. After years of perseverance, Samsung Mobile Display (SMD),
incorporated by the display business of Samsung SDI and the small and medium-sized display business of Samsung
Electronics, has achieved breakthrough in AM-OLED field with greatly increased shipment. As Samsung, HTC and
Lenovo have launched AM-OLED mobile phones on a large scale, the demand for AM-OLED has exceeded the supply.
LG Display and AUO have also increased the investment in OLED field. However, only SMD has achieved mass
production of AM-OLED, and suppliers have absolute advantages, consequently, a majority of the manufacturers
refuse to adopt OLED as the main display screen.
Just as they have done in lithium battery, polysilicon, and LED fields, mainland China enterprises are swarming into the
OLED field, with proclaimed investment of at least RMB30 billion. What deserves to be mentioned is that OLED field
has extremely high technical thresholds. For example, RiTdisplay, the world’s second largest OLED manufacturer
founded in 2000, can only manufacture the increasingly downfallen PM-OLED instead of AM-OLED despite a decade’s
efforts. RiTdisplay currently devotes itself to the exploitation of touch screen field and might ultimately withdraw
from the OLED field. While Japan’s Tohoku Pioneer Corporation, the world’s first enterprise achieving mass production
of OLED, cannot realize mass production of AM-OLED at present.
Another threshold of OLED is the need for TFT-LCD production line, LTPS TFT-LCD production line may as well,
which also shapes the major reason why the global No.2~5 OLED enterprises, all without TFT-LCD production lines,
cannot carry out mass production of AM-OLED. It is also why AUO took the purchase of TMD’s LTPS TFT-LCD plant
as the first step into the OLED field. As for mainland China, except Tianma, all the other manufacturers who attempt
to enter OLED field possess no TFT-LCD production lines.
Table of Contents
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1. Profile of Small & Medium-sized Panel
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1.1 Definition and Classification
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1.2 TFT-LCD Profile
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1.3 TFT-LCD Industry Chain
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2. Status Quo and Future of Small & Mediumsized Panel Industry
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3.2 Manufacture
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3.3 Preparation Materials
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3.4 Status Quo and Future
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3.5 Visionox
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3.6 RiTdisplay
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3.7 Irico
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3.8 Sichuan CCO Display Technology Co., Ltd.
(CCO)
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2.1 Industrial Scale of Small & Medium-sized
Panel
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2.2 Current Technology of Small & Medium-sized
Panel
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2.3 Downstream Application of Small & Mediumsized Panel
4. Downstream Market of Small & Mediumsized Display
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4.1 Mobile Phone
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4.2 Smart Phone Market and Industry
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4.3 Status Quo and Future of Mobile Phone
Display Screen
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4.4 Market Pattern of Mobile Phone Display
Screen
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4.5 E-reader
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2.4 Regional Distribution of Small & Medium-sized
Panel
2.5 Comparison among Small & Medium-sized
Panel Manufacturers
2.6 Japanese Small & Medium-sized Panel
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3. OLED
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4.6 Cost Analysis of E-reader & iPad
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3.1 Profile
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4.7 E Ink Holdings Inc.
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4.8 Digital Camera
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5.16 Sharp
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4.9 Digital Photo Frame
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5.17 Hitachi Display
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4.10 Tablet PC (iPad) and Netbook
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5.18 BYD Electronic
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4.11 On-board Display
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5. Small & Medium-sized Panel Manufacturers
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5.1 TMD
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5.2 HannStar
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5.3 Chunghwa Picture Tubes, Ltd. (CPT)
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5.4 Chimei Innolux Corporation
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5.5 Giantplus Technology Co., Ltd.
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5.6 AUO
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5.7 Wintek
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5.8 Truly Semiconductors Ltd. (Truly Semi.)
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5.9 Tianma
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5.10 BOE
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5.11 SMD
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5.12 EID
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5.13 LG Display
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5.14 Varitronix
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5.15 Lead Communications Ltd.
Selected Charts
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Classification of Display Technology
TFT-LCD Manufacturing Technology Phase ?: ARRAY
TFT-LCD Manufacturing Technology Phase II: CELL
TFT-LCD Manufacturing Technology Phase III: MODULE
Taiwan LCD Industry Chain
Revenue and Growth of Global Small & Medium-sized Panel Industry, 2004-2011
Global Small & Medium-sized Panel Shipment, 2004-2011
Output Value of Global Small & Medium-sized Panel by Technology, 2009-2010
Global Small & Medium-sized Panel Shipment by Technology, 2009-2010
Output Value of Global Small & Medium-sized Panel by Application, 2010
Global Small & Medium-sized Panel Shipment by Application, 2010
Output Value of Global Small & Medium-sized Panel by Region, 2010
Global Small & Medium-sized Panel Shipment by Region, 2010
Market Share of Global Major Small & Medium-sized Panel Manufacturers by
Revenue, 2009
Market Share of Global Major Small & Medium-sized Panel Manufacturers by
Revenue, 2010
Market Share of Global Major Small & Medium-sized Panel Manufacturers by
Shipment, 2009
Market Share of Global Major Small & Medium-sized Panel Manufacturers by
Shipment, 2010
Revenue of Japanese LCD Companies, 2004-2009
OLED Framework
PMOLED Driving Principle
AMOLED Driving Principle
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Three Realization Modes of Full Color OLED
Comparison among Three Color Matrixes of Full Color OLED
OLED Manufacturing Process
Global OLED Output Value and Growth, 2006-2013E
Global OLED Output Value by Technology, 2006-2013E
Shipment of AM-OLED & PM-OLED, 2006-2013E
PM-OLED Shipment by Application, 2007-2010
AM-OLED Shipment by Application, 2007-2013E
Market Share of Global Major OLED Manufacturers by Revenue, 2009
Global Mobile Phone Shipment, 2007-2014E
Global Mobile Phone Quarterly Shipment and Annual Growth, 2007Q1-2010Q2
Global Mobile Phone Quarterly Shipment by Region, 2007Q1-2010Q2
Global Mobile Phone Quarterly Shipment by Technology, 2007Q1-2010Q2
Global CDMA/WCDMA Mobile Phone Shipment by Region, 2006-2010
Shipment of Global Major Mobile Phone Manufacturers, 2010Q1-Q2
Shipment of Various Operating Systems by Mobile Phone Manufacturer
Global Mobile Phone Display Screen Shipment by Technology, 2007-2014E
Global Mobile Phone Display Screen Shipment by Size, 2007-2014E
Market Share of Global Major Mobile Phone Display Screen Manufacturers by
Shipment, 2010
Market Share of Global Major Mobile Phone Display Screen Manufacturers by
Revenue, 2010
Nokia Mobile Phone Display Screen Shipment by Major Supplier, 2010
Smart Phone Display Screen Shipment by Major Supplier, 2010
Market Share of Major Mobile Phone Display Screen Manufacturers in China by
Revenue, 2010
Market Share of Major E-reader Manufacturers, 2010
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Cost Structure of E-reader, 2009
Cost Structure of E-reader, 2010
Cost Structure of iPad, 2010
Revenue, Gross Margin, and Operating Margin of E Ink Holdings Inc., 2005-2011E
Digital Camera Shipment, 2004-2011E
Market Share of Global Major Digital Camera Manufacturers (by Sales Volume), 2009
Market Share of Global Digital Camera Display Screen Suppliers (by Shipment), 2010
Digital Photo Frame Shipment and Growth, 2005-2011E
Major Manufacturers of Digital Photo Frame Panel, 2010
Market Share of Major Tablet PC and Netbook Suppliers
Market Share of Major On-board Panel Manufacturers, 2010
On-board Panel Distribution by Size, 2010
Revenue and Operating Margin of HannStar, 2003-2010
Revenue and Operating Margin of HannStar, 2009Q1-2010Q2
Small & Medium-size Shipment of HannStar, 2009Q1-2010Q2
Revenue and Operating Margin of CPT, 2004-2010
Revenue of CPT by Product, 2010Q1&Q2
CPT Large-sized TFT-LCD Panel Shipment and ASP, 2007Q1-2010Q2
CPT Small & Medium-sized TFT-LCD Panel Shipment and Revenue, 2007Q12010Q2
CPT TFT-LCD Revenue by Application, 2010Q1&Q2
Capacity of CPT Production Lines, 2010Q2
Revenue, Gross Margin, and EBITDA of Chimei Innolux, 2009Q1-2010Q2
Revenue of Chimei Innolux by Application, 2009Q1-2010Q2
Revenue of Chimei Innolux by Size, 2009Q1-2010Q2
Small & Medium-sized Panel Revenue and Shipment of Chimei Innolux, 2009Q12010Q2
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Capacity of Chimei Innolux Production Lines, 2010Q2
Global Distribution of Giantplus
Revenue and Gross Margin of Giantplus, 2002-2010
Revenue and Operating Margin of AUO, 2004-2011E
AUO Small & Medium-sized Panel Revenue and Average Price, 2009Q1-2010Q4
Revenue of AUO by Application, 2009Q1-2010Q2
Capacity of AUO Production Lines, 2010Q2
Revenue and Gross Margin of Wintek, 2003-2011E
Revenue and Operating Margin of Wintek, 2003-2011E
Global Distribution of Wintek
Revenue of Wintek by Product, 2006-2011E
Wintek Client Structure, 2009-2010
Gross Margin, Net Profit Margin, and Operating Margin of Truly Semi., 2001-2009
Revenue and Gross Margin of Truly Semi., 2002-2010
LC Product Revenue of Truly Semi. by Technology, 2006-2009
Revenue and Total Profit of Tianma, 2005-2010
Revenue of Tianma by Technology, 2010
Revenue and EBITDA of SMD, 2009-2013E
Quarterly Revenue and Operating Margin of SMD, 2009Q1-2010Q4
SMD Shipment and Average Selling Price, 2009Q1-2010Q4
SMD AM-OLED Capacity, 2009Q1-2012Q4
Revenue of EID by Technology, FY2006-FY2009
Revenue and Gross Margin of LG DISPLAY, 2002-2009
Revenue and Operating Margin of LG DISPLAY, 2002-2009
Quarterly Shipment and Average Price of LG DISPLAY, 2009Q2-2010Q2
Quarterly Application of LG DISPLAY Products, 2009Q2-2010Q2
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Quarterly Output of LG DISPLAY Production Lines, 2009Q2-2010Q2
Revenue and Operating Margin of LG INNOTEK, 2005-2011E
Revenue and Operating Margin of Varitronix, 2002-2008
Revenue of Varitronix by Region, 2007-2009
Revenue and Operating Margin of Sharp LCD Sector, 2005Q1-2009Q3
Revenue and Gross Margin of BYD Electronic, 2004-2010
Revenue of BYD Electronic by Sector, 2006-2010
Revenue of BYD Electronic by Region, 2009-2010
Operating Margin of Global Major Small & Medium-sized Panel Manufacturers, 20092010
Revenue of Global Major Small & Medium-sized Panel Manufacturers, 2007-2010
Capacity of Global Major OLED Production Lines, 2008-2012E
Products of RiTdisplay
Smart Phone Operating System Shipment, 2008-2010
TMD Revenue, 2003-2010
TMDisplay TFT-LCD Panel Production Line
Parameters of Typical CPT Small & Medium-sized Products
Profile and Financial Data of CPT Mainland Companies, 2009
Small & Medium-sized Products of Chimei Innolux
Parameters of Giantplus Small & Medium-sized Products
Mobile Phone TFT-LCD Products of AUO
Small & Medium-sized Products of LG DISPLAY
TFT-LCM Products of Lead Communications Ltd.
TFT-LCD Panel Production Line of Hitachi Displays
Mobile Phone Application Product Parameters of Hitachi Displays
TFT-LCM Products of BYD Electronic
Production Lines of BYD Electronic
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Publication date: Sep. 2010
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