Samsung showed its first successful mass production of OLEDs in 2007, and it has been 11 years now. In the past 11 years, OLED global mobile phone display market share has increased rapidly and seized the market. It is expected that in 2018, OLED will account for 59% of the global mobile phone display market, surpassing LCD.
In the early days, OLED was regarded by the Japanese electronics industry as “an insurmountable mountain”. At the beginning, Samsung started mass production of mobile phones (2 inches) OLEDs, reorganized the business group, built a dedicated production line to produce OLEDs, and successfully mass-produced OLEDs in 2017. At the time, OLEDs were called "the coveted display" with their unique advantages. Today, Samsung Display has a market share of over 95% in the OLED panel market and is leading the small and medium display market with absolute technical advantages.
In the context of Samsung's successful OLED output rate, global demand has gradually increased. Japan’s Kyocera Group launched the “Media Skin” mobile phone equipped with OLED, which sold 250,000 units in just three months. The first PMP "Clix" equipped with OLED in Hane sold more than 100,000 units in just four months. The potential of OLEDs is evident from sales. Samsung "Anycall Haptic AMOLED" endorsed by singer Sun Danxi in June 2009. Let the public also begin to know and start paying attention to OLED.
In 2010, Samsung introduced the "Wave" product using OCTA (On Cell Touch AMOLED) technology. The method of directly forming a touch sensor in the panel manufacturing process not only reduces the manufacturing cost of the OLED, but also makes the OLED thinner and more vivid. In the same year, the Samsung Galaxy S was successfully sold, and the demand for OLEDs also increased sharply. Samsung launched its second OLED production line, A2, in Asan in 2011.
After the success of the Galaxy S, which emphasizes the differentiation of smartphones with OLEDs, all of Samsung's Galaxy series are equipped with OLEDs. Samsung has been promoted to the industry leader through the Galaxy smartphone, and OLED technology is also rapidly developing due to the advent of the new Galaxy every year.
According to Display mate, the image quality evaluation agency, Samsung's OLED has been continuously evolving with a systematic strategy, and highly praised the OLED technology innovation that has been developed year by year.
In addition to smart phones, small and medium-sized IT devices are also beginning to focus on OLEDs. Devices equipped with OLEDs are thin, lightweight, and portable. Galaxy Tab 7.7 has been positively evaluated by the market since its inception.
In recent years, OLED has become the darling of high-end VR and wearable devices because of its soft picture and no residual image. Samsung OLED promotes the popularization of VR. OLEDs also provide the best display experience for wearable devices. Lightweight, can be bent to fit the wrist, outdoor visibility, hot daytime can also enjoy a clear picture, a multitude of advantages, so that OLED in the VR field to play its real value.
The greater appeal of OLEDs is the ability to support flexible displays. As the mobile market grows in size, ensuring differentiated design is the core competency. Samsung Show believes that the future of displays lies in "flexible displays." In 2013, Samsung showed that it has successfully realized the mass production of flexible OLEDs for the first time in the world after 6 years of mass production.
Since then, the Galaxy Rouned with ultra-thin polyimide substrate flexible OLED and the Galaxy Note Edge with curved edge display on the right side have been successfully launched, which has made Samsung's confidence in flexible OLED technology double. In April 2015, Samsung launched the A3 production line, which is used as a special production facility for flexible OLEDs. The Galaxy S6 Edge is equipped with a “hyperbolic OLED” with curved sides on both sides.
In 2017, the hyperbolic OLED on the Galaxy S8 led the trend of ultra-narrow bezels and immersive full-view curved-screen smartphones, officially opening the era of flexible displays. According to HIS, sales of flexible OLEDs in the second quarter of 2017 increased by 132% year-on-year. The proportion in the OLED market has also increased, surpassing the sales of rigid Rigid OLEDs for the first time in the second quarter of 2017. It is expected that flexible OLED will continue to grow and develop, leading the growth of the OLED market. The industry predicts that flexible OLED will be centered on the advanced smartphone market, with foldable, curled and other designs.
Samsung shows not only in terms of technology, but also in terms of production capacity and investment.
In the future, future products such as folding and crimping will be launched one after another. If wearable devices and VRs become popular, the utilization rate of OLEDs will be further improved. Samsung Display will continue to adhere to research and development in the future, to meet with more advanced OLED.