Producenter af LCD-paneler satser på nye markeder
Ifølge analysefirmaet DisplaySearch, så fokuserer producenterne af LCD-paneler i stigende grad på tekniske neddroslede og kostoptimerede paneler til 'emerging' markeder (in english).
LCD TV panel manufacturers introduce advanced features and enhancements such as 3D, 480 Hz frame rate, ultra-slim form factors, and direct-lit LED backlights, but they are also adding a category at the other end of their product roadmaps targeting emerging markets. These lower-cost panel designs with lower brightness and color gamut have been developed, and they are re-shaping the panel technology and business.According to the DisplaySearch Quarterly Large-Area TFT LCD Product Roadmap Report , panel makers are designing for emerging markets like India, Brazil, China, and Russia with lower specifications than for developed markets. Brightness can be in the range of 350-400 nits, versus the 450-500 nits standard, and color saturation can be 65-68% of NTSC versus 72-75%.
As LCD TVs move closer to reaching 200 million shipments per year, they are facing maturity in some developed countries. Two crucial tendencies are seen in panel makers’ roadmaps. One is a shift to high-end features in order to stimulate replacement demand in developed countries. At the same time, they are creating a market segment with lower specifications and lower costs to satisfy the new demand from emerging countries.
- Because of the variation in consumer preferences among developed and emerging regions in 2011, it will be more important to target the right market segments and regions with the right specifications and appropriate cost, instead of simply adding new features to product roadmaps, says Shawn Lee, Senior Analyst for DisplaySearch.
Panel manufacturers such as LG Display, AUO, Chimei Innolux and BOE are all investing in the emerging TV market segment. Lower specifications will be achieved through restructuring LCD backlights by swapping prism films with diffusers, using larger LED packages for better efficiency, reducing LED light bars and packages, minimizing glass substrate thickness from 0.7 mm to 0.5 mm, and modifying the color filter structure.
