The main force of OLED display on mobile phones has been dominated by Samsung. Samsung has not only promoted small and medium-sized OLED displays for more than ten years, but also promoted OLED display technology on its flagship model for a long time, and used this as a symbolic technology to establish its own smartphone in the non-Apple camp. Dominance.
According to industry statistics, by the middle of this year, the total shipments of smart phones with OLED displays worldwide have reached one billion. In addition, the penetration rate of OLED displays in smart phones has exceeded 30%, and OLED has officially become A representative display technology for high-end smartphones.
Before the Apple iPhone X adopts the OLED display, the mobile phone brand of the OLED display is mainly used in the market. Who is the biggest buyer in the global market except Samsung itself? According to relevant data, Samsung smartphones accounted for 85% of the global market for smartphones with OLED displays in 2016. OPPOs accounted for about 6% of the market, and vivo accounted for about 5% of the market. Share. In other words, in addition to Samsung, OPPO / vivo is the true love OLED display!
Relevant data show that by the middle of this year, before the release of Apple's new machine this year, about 1 billion OLED displays in the global market are in smart phones. Apple has sold about 50 million iPhone Xs, accounting for about 5% of the market; OPPO and vivo each sold about 90 million mobile phones equipped with OLED displays, each accounting for 9% of the market share; of course, the largest market share is Samsung itself, selling more than 700 million OLED display phones, The market share is over 70%.
In these mobile phones equipped with OLED display, in addition to Apple's mobile phones are all using flexible OLED display, Samsung's own high-end flagship models, almost all have adopted flexible OLED display in recent years, while Samsung uses OLED display The mid-end models of the screen and the OLED display used by OPPO\vivo are mostly rigid OLED displays.
From the current market, the market share of flexible OLED displays and rigid OLED displays, the ratio of the two is almost equal. But as Apple continues to purchase flexible OLED displays, as well as domestic smartphone brands including OPPO, vivo, Huawei, Xiaomi, Lenovo, etc., it also began to purchase flexible OLED displays on high-end flagship models, followed by OLED displays in the field of smart phones. The growth of flexible OLED displays will likely increase faster than the growth rate of rigid OLED displays.
In fact, the strong growth of OPPO/vivo in the past two years is also related to the promotion of OLED display technology on their flagship models. From the past data, OPPO/vivo began to surge in shipments in 2015. In the global market, in the ranks of Others in 2014, it suddenly jumped to the eighth and ninth positions.
Among them, in 2015 OPPO is the successful marketing of the flagship model R7 series equipped with OLED, making its OLED mobile phone products account for the proportion of OPPO's overall sales in China, from about 10% at the beginning of the year, soaring to the end of the year. Sixty percent.
In 2016, OPPO/vivo further strengthened its cooperation with Samsung after tapping the sweetness of OLED display, and increased the procurement of rigid OLED display. The shipment of mobile phones equipped with OLED display also increased rapidly. And brought the overall shipments of the two brands to climb.
According to the CINNOResearch China market smart phone monthly sales monitoring statistics analysis report, in 2016 the total number of consumers purchasing OLED type mobile phones in the domestic market reached 99 million, a substantial increase of 144% over 2015. In this nearly 100 million OLED screen mobile phones, in addition to Samsung accounted for 17%, the domestic mobile phones represented by OPPO, vivo and Gionee almost all. Among them, OPPO sold 36.7 million units, accounting for 37.1% of the market; vivo sold 27.9 million units, accounting for 28.2% of the market; Jinli sold 5.8 million, ranking fourth.
In the same year, OPPO and vivo ranked second and third in terms of shipments of 90 million units and 75 million units, which climbed to the mid-market. In the global market, it climbed to the fourth and fifth places.
Not to mention the last two years, OPPO/vivo is still Samsung's largest purchaser of rigid OLED mobile phone displays in addition to its own, and the two rigid OLED mobile phone displays are close to 100 million. OPPO/vivo also designed a series of star models in the Chinese mainland market with the price/performance ratio of ultra-thin and ultra-light, and even the shipment of single products of many models. They are all leading the way.
However, to talk about the contribution to OLED display technology, Apple is still an important player in the industry.
Let's not say that Apple directly uses flexible OLED display to design a "waste" of flat OLED display mobile phones, directly allowing flexible OLEDs to enter the main battlefield of smart phone display technology in advance, and integrate the comprehensive screen display technology perfectly. Greatly improved the position of OLED display technology in the field of smart phones.
In fact, if Apple does not support the LTPS backplane technology in its promotion of retina LCD screens, it is difficult for OLED displays to quickly break through the poor visual effects caused by low display resolution. In the early days of OLED development, due to the low display resolution, the OLED display not only consumes a lot of power, but also the difference between the phases is very obvious, and the display color difference is very serious.
The implementation of LTPS backplane technology, in addition to allowing OLED display to achieve multi-phase color mixing through sub-family to improve display performance, LTPS backplane technology also supports more powerful driver ICs, in a software-optimized way to coordinate the various phases The difference in display gives a more consistent display.
Of course, another important contribution of LTPS backplane technology is that Samsung and LGD have quickly broken through the flexibility of OLED backplane technology. Around 2013, they launched their own production-type flexible OELD display, which is truly realized. Mass production of flexible OLEDs.
When Apple applied OLED display technology to its smart watches, Apple's unique display driver technology almost overcomes the problem of OLED display technology's display performance balance between luminescent materials, making Samsung's flexible OLED display available. The qualitative leap, flexible OLED display technology, also quickly breaks to the level of 2K\4K in display resolution, and also achieves the same color consistency as LCD in color gamut. Apple iPhone X has pushed the OLED display technology of smart phones to the historical peak of the industry.
Along the way, in the field of smart phone OLED display technology, Samsung is the biggest player in technology realization, and Apple is the main promoter of technological breakthroughs. OPPO/vivo is an important promoter of industry application promotion.
Since 2018, in the first half of the year, China's four major mobile phone brands have launched a number of OLED panel flagship phones, including Huawei P20 Pro, Xiaomi 8, OPPO Find X and Vivo Nex, while Apple's new autumn machine released two models with OLED. Display phone.
From the recent situation, Apple's large-screen iPhone XS Mas and iPhone XS sales are more than the sales of the new machine in the previous two years, indicating that consumers are fully acceptable for OLED display technology. Today, Xiaomi also announced that its Xiaomi 8 flagship series equipped with OLED display has broken 6 million units! It seems that the position of OLED display technology in the high-end smartphone market will become more and more stable.