LCD TV Matters Volume 3, Issue 4

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LCD TV Matters Volume 3, Issue 4 A Great TV in Every Room Contents Chairman s Corner: The Fourth Screen by Bruce Berkoff 3 LCD TV News compiled by Veritas et Visus 5 Samsung maintains lead, but Vizio
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LCD TV Matters Volume 3, Issue 4 A Great TV in Every Room Contents Chairman s Corner: The Fourth Screen by Bruce Berkoff 3 LCD TV News compiled by Veritas et Visus 5 Samsung maintains lead, but Vizio closes gap in Q2 US LCD TV market, according to isuppli 5 DisplaySearch reports that large area TFT LCD shipments reached record high of 170 million 5 DisplaySearch predicts LCD TV shipments to grow to 188M units in Taiwan makers see LCD TV shipments rise 11% in 2Q10, says DisplaySearch 7 Key component shortages limit growth of LED backlight units for LCD TVs, says DisplaySearch 8 DisplaySearch says Q2 10 TV shipments show continued growth 9 Quixel Research highlights increased in LED backlighting for LCD TVs 10 CEA launches working group to develop standards for accessibility features in technology products 10 Video quality less important when you re enjoying what you re watching, reports Rice University 10 EU confirms energy labeling 11 NHK researchers announce new developments for Ultra-HD display 12 Amtran, Everlight, and LG Display to form LED packaging JV for LCD TV market 12 IMS Research announces deadline for entries to the 2010 TV Innovation Awards 13 University of York reports that LCD TV waste may prevent infections 13 Corning announces new capacity investments 13 DVB Project approves S3D commercial requirements 14 Vishay supplies components for 3D TV glasses 14 Freescale and Vestel Electronics collaborate to jointly develop RF remote controlled LCD TV 15 Taiwanese FPDs will enjoy free tariffs for shipment to the EU 15 Mediacom integrates cloud technology with Clearleap s TV technology platform 15 Philips to sell LCD TV business in China to TPV 15 Philips brings out extra-wide 3D cinema TV 16 Philips begins shipping S3D TV range 16 STMicroelectronics unveils new high-performance digital TV system-on-ship with integrated 3DTV 16 CEA ups 3DTV forecast to 2.1 million units for Displaybank publishes 3DTV industry trend and market forecast 17 3D TV shipments expected to reach 3.4 million in 2010 says DisplaySearch 17 3D TV market growth to be led by TV makers in 2010 says Displaybank 18 SEMI introduces 3D display terminology standard 18 SEMI brings out test method for scratch resistance for FPD polarizing films 18 WHDI to Support 3D, 2Kx4K and WHDI-Wi-Fi integration 18 Plus news from IMS Research, In-Stat, isuppli, Hillcrest Labs, Heinrich Hertz Institute, Zeon, ESPN, 3M, Polaroid/Real D, SENSIO/Trident Microsystems, CableLabs, Nielsen, TDVision, Doremi Labs, DIRECTV/Panasonic, Toshiba, Vizio, Sony, Arqiva, Strategy Analytics, SES ASTRA, and Consortium/MPEG Connected TV in Europe by Paul Gray 27 Interview with Tushar Dhayagude from msilica 29 Feature creep slows down the LCD TV market by Ross Young 33 Letter from Europe by Bob Raikes 35 Retrevo Gadget Census Looks at TVs and Other Electronics by Andrew Eisner 38 What Next? by Norman Hairston 41 Samsung: Android TV by Jin Kim 43 Approximately Right: Over the Top of 3D by David Barnes HDTV Buying Guide coming soon 49 From the professor by Alfred Poor 50 Display Industry Calendar of Events 53 2 Chairman s Corner: The Fourth Screen by Bruce Berkoff I m sure most of you are aware of the tremendous success of Apple s ipad, which was released in April of this year. There were great expectations and hype leading up to its release, and reported sales so far have more than met the expectations, with more than 10 million units expected to be sold this year. Multiple new Tablet PC products will be released by other makers over the next several months, starting with the Galaxy Tab introduced by Samsung this month at IFA show in Berlin. Actually the ipad success is part of a larger trend in display products that has been developing over the past few years, which I call the Fourth Screen. If you think about past waves of digital display products; mobile phones, PC related devices (like laptops and PC monitors), and TVs, these each serve a different need of consumers, but each has certain limitations. Mobile phones provide affordable communication but the screen is too small for most productive work and for an immersive entertainment experience. TVs provide the perfect immersive experience, but must be viewed in one location. PCs are great tools for productivity and internet browsing and laptops are mobile, but traditional laptops are too expensive and too heavy for some casual users, who mostly want , social networking, web browsing, and content viewing. The battery life for these is typically too short due to the power-hungry high-performance processors and LCD displays. Thus, there is a need for a Fourth Screen, which is a relatively inexpensive mobile device that enables browsing and an immersive display experience. Products targeted to this market have been introduced prior to the ipad, including the Kindle and other ereaders as well as mini notebooks or Netbooks. Most e-readers have reflective screens, good for battery life and outdoor reading. However, the leading electrophoretic reflective e-paper technologies on do not provide color or video. Netbooks usually have a high-performance LCD screen, but the form factor can seem clunky, with the traditional keyboard taking up too much real estate. The ipad has gotten around most of these problems with e-readers and netbooks, although the price, at $500+, clearly defines the high-end price range for fourth screen products. Although there are many possible technologies and form factors for these Fourth screen devices, most of them will include a touch panel. Since the typical screen size for a fourth screen device (6-inch and up) is significantly larger than smart phones, which have been the most significant touch panel application up until now, we can expect this trend to fuel explosive growth in touch panels. The fourth screen trend is happening now and demand for these devices is projected to grow from the 10s of millions this year into the 100s of millions over the next several years. While these display devices will not replace LCD TVs as the main area driver for the display industry any time soon, they do provide a significant new opportunity for display companies. Mr. Berkoff is the chairman of the LCD TV Association, a global not-for-profit marketing trade association dedicated to informing, promoting, improving and connecting the entire LCD TV supply chain and their related companies, to help promote a great LCD TV in every room in the house! For over six years, residing in Seoul, Korea, Mr. Berkoff was also the executive vice president of marketing and chief marketing officer (CMO) for LG.Philips LCD, a world leading TFT LCD manufacturer. Currently he is Chief Marketing Officer (CMO) for Displays at Applied Materials. He has also been the CMO at Ascent, a thin film flexible solar PV company and CEO of a fabless semi start-up in the video processing space and general manager of Philips Flat Display Systems software and electronics business unit. Prior executive posts include positions at UMAX Computer, Radius, SuperMac, and ZD Labs. Mr. Berkoff is a visionary speaker and author in the display and electronics industry. He has display related patents both granted and pending in the USA and China. He holds an undergraduate degree in physics from Princeton and a graduate degree in biophysics from the University of California Berkeley. Mr. Berkoff has sat on the boards of at least five publicly traded companies, including LG Display (LPL), Unipixel (UNXL) and Infocus (INFS). 3 Sustaining Members: Thank you for your support! A Great TV in Every Room 4 LCD TV News compiled by Veritas et Visus Samsung maintains lead, but Vizio closes gap in Q2 US LCD TV market, according to isuppli The battle for the top spot in the US LCD TV market heated up in the second quarter as the gap in market share between #1 Samsung Electronics Co. Ltd. and #2 Vizio Inc. dwindled to less than 1 percentage point, according to the electronic display research firm isuppli Corp. Samsung in the second quarter held a 0.7 percentage point lead over Vizio in terms of US LCD TV shipments, compared to 1.3 points in the first quarter. Both companies in the second quarter dramatically outperformed the overall market by offering sets with advanced features desired by US consumers. Leadership in the world s largest television market, the United States, represents the marquee position for global LCD TV brands, said Riddhi Patel. Because of this, companies are competing intensely to secure every point of market share with the most closely fought battle occurring between South Korea s Samsung and US-based Vizio. The two companies have swapped quarterly leadership multiple times during the past few years, and now are virtually tied in the race for market leadership. US LCD TV shipments rose by 12.8% in the second quarter to 7.36 million units, up from 6.53 million in the first quarter. Samsung s shipments grew at more than twice the pace of the overall market, rising by 26% to 1.45 million units, up from 1.15 million in the first quarter. Vizio grew even faster, with its shipments rising by an industry-leading 30.8% to 1.39 million units, up from 1.07 million in the first quarter. In the past, the two companies pursued very different strategies to attain LCD TV market leadership, with Samsung focusing on premium products and Vizio stressing low-cost value-oriented LCD TVs. However, as US consumer preferences have shifted to higher-end LCD TVs, Vizio has realigned its product line to offer more advanced features. Most LCD TVs purchased in the United States in 2010 are replacements of first-generation flat panels. Because of this, US consumers are more informed and demand larger LCD TVs with better picture quality and more premium features, including 3D, LED backlighting and built-in Internet connectivity. While Samsung continues to lead these technological trends, including the nascent 3D TV segment, Vizio has significantly closed the feature gap. DisplaySearch reports that large area TFT LCD shipments reached record high of 170 million in Q2 10 Shipments of large area (9.1-inch and larger) TFT LCDs climbed to achieve a quarterly record high 170 million units, with 9% Q/Q and 31% Y/Y growth rate. The revenues reached $22.9 billion, which was the second-highest quarter on record. According to the latest Quarterly Large Area TFT LCD Shipment and Forecast Report, panel makers are aiming to continue shipment growth in the second half of the year despite the recent drop in panel prices and supply chain inventory adjustments. All TFT LCD applications experienced Q/Q growth in Q2, with the 5 exception of the public display panels. Growth in LCD monitor panel shipments, which started to slide in June, was the smallest among the three major TFT LCD applications. Shipment of panels for notebook PCs, including mini- notes and slate type PCs, was the strongest, with 15% Q/Q growth. Meanwhile, panels for LCD TVs, including 26-inch LCD monitor panels used for TVs, reached 55 million units a new record. In Q2 10, Samsung Electronics led in large-area TFT LCD panel shipments on a revenue basis, with sales of $6 billion, capturing a 26.3% revenue share. LG Display ranked second, with $5.4 billion in revenues, or 23.4%. AUO was third at $3.7 billion with a 16.2% share, with ChiMei Innolux closely following with a 15.8% share at $3.6 billion. LG Display took first place on a shipment basis in Q2 10, while Samsung shipped the most by area. On a unit basis, Korea was the largest supplier of large-area TFT LCD panels in Q2 10 with a 46.5% share, compared to 47.2% in Q1 10. Taiwan s share slightly fell from 42.7% in Q1 10 to 42.5% in Q2 10. China s share increased from 4% in Q1 10 to 5% in Q2 10. Rank Notebook PC Mini-Note/Slate Original Specification LCD Monitor LCD TV Q1 10 Shipments Public Display Others 1 LG Display LG Display LG Display ChiMei Innolux Samsung Sharp LG Display 2 Samsung HannStar ChiMei Innolux Samsung AUO AUO Samsung 3 AUO AUO Samsung LG Display LG Display LG Display ChiMei Innolux Top Three Unit Suppliers for Each Application in Q2 10 Q2 10 Shipments Q/Q Growth Y/Y Growth LCD Monitor PC % 8% LCD Monitor TV % -1% Notebook PC % 48% Mini-Note PC/Slate % 51% LCD TV % 47% Public Display % 82% Others % 24% Total % 31% Large-Area TFT LCD Shipments by Original Specification and Application (Millions) Other key trends are described in detail in the Q3 10 Quarterly Large Area TFT LCD Shipment and Forecast Report, including the following: 2.8 million 9.7-inch panels were shipped for the ipad in Q2 10; these panels continue to be in tight supply. Samsung and LG Display are the main suppliers, and jointly plan to ship 15 million panels this year. However, excluding 9.7-inch slate type PC panels, mini-note PC panel shipments declined from Q1 to Q3 and are expected to continue to fall in 2H 10. In terms of area, Q2 10 shipments were a record 27 million square meters, 8% Q/Q growth. The average area price in Q2 10 was $849 per square meter, which increased slightly from $836 in Q1 10. However, due to panel price drops, it is expected to fall below $800 in Q3 10. LCD TV accounted for 64% of shipment area, while LCD monitor was 22% and notebook PC was 13%. Looking forward, panel makers are targeting continuous shipment growth in Q3 10 as a result of falling panel prices. This will encourage downstream customers to purchase more panels once they adjust inventories. Meanwhile, most brands will increase their panel purchases and production in the coming months to prepare for seasonal sell-through demand in Q4. Panel makers are targeting 8% Q/Q shipment growth in Q3 10; this means panel makers are expecting to ship a large amount of panels in September, as July and August shipments are expected to decline. DisplaySearch predicts LCD TV shipments to grow to 188M units in 2010 and surpass 260M units in 2014 According to the latest DisplaySearch Quarterly Advanced Global TV Shipment and Forecast Report, total TV shipments in 2010 will pass 242 million units, a remarkable 15% increase from an anemic 2% level of growth in Not only does the level of demand for LCD TVs look strong, rising 29% to 188 million units, but both plasma and CRT TV technologies have a better outlook in 2010 than previously expected. Within LCD TV, the trend towards increased LED backlight usage is one of the most intently watched areas as an acute supply chain Total 6 shortage keeps the LED market segment from growing more quickly in 2010, although CCFL models seem well supplied. LCD continues to be the dominant TV technology worldwide, achieving more than 50% shipment share in nearly all regions, with Asia Pacific crossing 50% at the end of The key demand drivers remain compelling in 2010, including the World Cup, the completion of a digital TV transition in several Western European countries and the continued rollout of several new TV technologies, including LED-backlit LCD TVs, 3D TVs and Internet connectivity. China continues to be a hot LCD TV growth market in 2010 due to expanding government stimulus programs and increased urbanization, with 35% Y/Y growth in 2010, down from 119% Y/Y growth in Japan has also been a surprisingly hot market, perhaps because consumers are upgrading early generation flat panels with newer, more feature-rich and energy-efficient models before government-sponsored upgrade programs end. LCD TV unit shipments in Japan are expected to rise 36% in 2010, three times faster than other developed markets like North America and Western Europe. Over the next four years LCD TV growth emphasis will shift to emerging markets like Asia Pacific, which includes India and Latin America. Worldwide TV market by technology Plasma TV shipments did quite well in Q1 10, rising 24% Y/Y as demand for high value-per-inch large TVs seems to have rebounded along with the improving economic conditions. Consumers want a large TV, but still feel enough of a budget pinch to seek out the best bang for the buck. This trend is expected to continue in Q2 10, especially as large alternative LED-backlit LCD TVs remain quite expensive; DisplaySearch has increased its 2010 unit forecast for plasma TVs to 16 million units. The LCD TV shipment outlook has been increased to 188 million units in 2010, driven in part by the rapid expansion of LEDbacklit models. DisplaySearch estimates that 3.6 million LED-backlit LCD TVs were shipped worldwide in 2009, with more than half of that coming in Q4 09. In 2010, companies throughout the supply chain are gearing up for a more aggressive rollout of LED models, but are constrained by component supply. DisplaySearch expects LEDbacklit LCDs to account for about 20% of all LCD TVs shipped in About 9 in 10 LED-backlit LCD TV models shipped this year will use an edge-type backlight, with the remainder using some form of full array. The LED share of LCD TV shipments will rise rapidly in 2011 as the supply chain catches up and LED component prices fall, and will become the majority LCD TV backlight technology by The transition from CCFL to LED backlights for LCD TVs will happen very quickly, aided by the push to thinner and lighter designs, along with increasing awareness and regulation of energy consumption. Taiwan makers see LCD TV shipments rise 11% in 2Q10, says DisplaySearch Shipments of large-sized (9.1-inch and larger) thin film transistor LCD panels hit a quarterly record high of 170 million units in the second quarter, with 9% quarter-on-quarter (Q/Q) and 31% year-on-year (Y/Y) growth rate, according to DisplaySearch. The revenues reached US$22.9 billion, which was the second-highest quarter on record. Panel makers are aiming to continue shipment growth in the second half of the year despite the recent drop in panel prices and supply-chain inventory adjustments. David Hsieh, Vice President, Greater China Market of DisplaySearch, attributed the industry`s new heights in the second quarter to strong purchasing and inventory preparation by downstream customers. Despite this, over-optimism throughout the supply chain in the second quarter is causing adjustments in the third quarter as panel prices have fallen amid cuts in panel orders and unclear demand forecasts, he added. All TFT-LCD applications experienced Q/Q growth in the second quarter, with the exception of the public display panels. Growth in LCD monitor panel shipments, which started to slide in June, was the smallest among the three major TFT-LCD applications. Shipment of panels for notebook PCs, including mini-notes (netbooks) and slate-type PCs, was the strongest, with 15% Q/Q growth. Meanwhile, panels 7 for LCD TVs, including 26-inch and smaller LCD monitor panels used for TVs, reached 55 million units a new record. Key component shortages limit growth of LED backlight units for LCD TVs, says DisplaySearch The LED backlight unit has emerged as a key factor in the TFT LCD industry, and is expected to maintain its growth momentum for the next several years. According to the latest DisplaySearch Quarterly LED Backlight Report, LED backlight shipments will pass those of CCFL backlights in all large-area TFT LCD panels and achieve 80% penetration in Q4 12. LED backlight unit penetration rate in 10-inch+ TFT LCDs There is no doubt that LED will be the mainstream light source in all LCD applications due to slim design, low power consumption and the fact that it enables high display performance. This represents an opportunity for display materials suppliers. For example, optical polymethyl methacrylate (PMMA) used in light guide plates, white polyester (PET) for reflector film, and sapphire for LED wafer substrates. However, LCD makers have been suffering from key component shortages related to LED backlights in Q1 10. PMMA shortages have limited production of TV light guide plates. Many reflector film suppliers were stretched between demand from LCD and solar cell applications. In addition, many LED makers faced a sapphire sub
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