The use of electro-optical, better-quality organic screen technology is regarded as the future of all displays, but until recently it has shown the mainstream posture, which is entirely thanks to smart phones.
As the competition in the mobile phone industry intensifies, in order to differentiate products from competitors, some high-priced smartphones have begun to adopt active matrix organic light-emitting diodes (AMOLEDs) as screens at all costs. Samsung Electronics, the world's second-largest mobile phone manufacturer, has a number of mobile phones that feature organic screens.
In the US, Samsung's Impression phone with AT&T uses an organic screen, while another wireless operator, SprintNextEL, will also offer at least one Samsung phone with AMOled. Nokia introduced N85 and N86 phones with AM-OLED screens to match RIM and Apple's smartphones.
Proponents of AM-OLEDs say that although AM-OLED screens are 50% to 80% more expensive than traditional LCD screens, the recent situation is changing and the opportunities for AMOLEDs to become mainstream are increasing.
Wu De, an analyst at CCSInsight, a wireless industry research organization, said: "Price is not the main factor, technology can really be divided. I expect that major mobile phone manufacturers will launch AM-OLED mobile phones in the next 12 months.
However, AM-OLED has not been widely adopted, and one of the main reasons is that only a few manufacturers produce it. Among them, Samsung Action Display Company controls 97% of the market, and only two of them produce AM-OLED, respectively. (LGD) and a subsidiary of Taiwan Chi Mei Optoelectronics. Whether other manufacturers will follow the path pioneered by Samsung will be the key.
The charm of AM-OLED technology is that the thin layer of organic material will emit light by itself, which is different from the liquid crystal display, so it can save electricity, speed up and enrich color.
Samsung is the leading mobile phone manufacturer supporting the technology, and it is expected that by 2015, 37.5% of mobile phones will use AMOLED screens. This year's ratio is only 2.3%. Samsung Action Shows that the company's sales target this year is 23 million, more than three times that of last year's 7 million. Modern securities analyst Jeff King predicts that Samsung will sell 49 million units next year.
He also predicted that the price difference between the 2.8-inch AMOLED screen and the same-size LCD screen will be reduced to one to 20% within two years. At present, the price of AM-OLED is 50% higher than that of the general LCD. Some analysts have different opinions. iSuppli analyst Jacoma predicts that AM-OLED handsets will account for 10% by 2013.
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