OLED abandoned: Myth ending, secretly into the war

I press: Whether in nature, or society, or subdivided into each industry, the most fear is not cruel and ruthless competition, the most fear is no opponents, lonely as snow feeling. This means that there is no opponent in the side, and will lose the momentum of progress and evolution. Now, the overall exit of OLED, may let the whole screen industry into a short period of low tide.

For http://www.aliyun.com/zixun/aggregation/9992.html "> Science and Technology products, technology research and development, product update iterations never end, it is further innovation in the step-by-step to promote the progress of human society." But the reality is brutal, not the best technology, the best products can get the highest attention, and not necessarily can quickly replace old technology, old products. They may even be defeated by the combination of cost and market acceptance. OLED technology is now facing this embarrassment.

OLED is "organic light-emitting diode", screen visual angle, and can significantly save energy, with many led incomparable advantages, has been the industry's optimistic. But this is known as the revolutionary type of display technology has recently been abandoned by many manufacturers. OLED has been abandoned for many reasons, and in its own "die" after the fate of its future aroused many people's attention.

OLED is abandoned, businesses ignore it

OLED is now rat, almost smack. Of course, it is not the mass consumers who hit it, but the many giant companies that have created it. Panasonic's production plan for OLED panels was postponed from 2015 to 2016; Sony suspended OLED TV research and development; Samsung was quick to cancel plans to build a production line for OLED display panels for the year and temporarily stop releasing new OLED TV models ... Longitudinal eyes, only the remaining in the OLED technology quite experience, and the introduction of a variety of OLED TV LG is still holding positions. But only by one enterprise, it is impossible to make the whole market stronger and bigger.

OLED technology has been highly anticipated by the industry, is considered to be the successor of the next-generation display technology, but now this giant enterprise's best "son", but the cruel "parents" abandoned, unfortunate death, let a person is deeply saddened. Panasonic, Samsung, Sony as a leader in the field of display technology, or suspend or direct withdrawal of the support of OLED technology, to some extent, has been sentenced to the death of OLED technology. Small enterprises do not have the corresponding technology, funds to carry out follow-up research and development, but not strong strength to support the listing of OLED products and promotion.

In the coming time, perhaps we will only see LG OLED products, and other companies will be the OLED related products disappear. This means that the full bloom of OLED will not be possible, it also means that the entire OLED market will not be able to counter the impact of LCD products, the end can only shrink in the corner, away from the masses of consumers, become a small audience of the plaything.

Go down to the altar, OLED performance disappointments

Perhaps a lot of people do not understand why OLED technology so good, compared to LCD strong too much, but ended up like this. And this actually has the best explanation--oled can not bring high profits for the enterprise, even let the enterprise lose too much. Like a "son" of good character, but to "parents" indifferent, not filial piety parents, not to the parents alimony, but also has been "gnawing old", parents can always be happy? What's more, it has been to maximize profits as the goal, the lack of warmth taste of the enterprise.

It is understood that OLED is currently facing the biggest constraint is too expensive to display, the LCD screen is about 3-4 times the cost. The result is the high price of OLED products. Take the 55-inch OLED TV price for example, its price is more than 1 million yen (9689 U.S. dollars), and the same size of the 4K LCD TV price is only 300,000-400,000 yen. High costs lead to high prices for terminal sales, and the high price of consumers are unwilling to pay, the low volume of sales has severely hampered the production of OLED display screen further expansion. Thus the formation of a vicious circle of no solution, so that OLED TV successor weakness.

According to relevant data, 2013 global OLED TV shipments of only 4000 units, only to achieve the 2012 Spring Market forecast of 1.6%. 4000 of the sales of the world's tens of millions of TV sales, to bucket is not counted, its fatigue can be seen. In 2012, the industry was also optimistic about the 2016 OLED TV's global shipments will reach 10 million units, but the latest forecast to reduce shipments to 1.7 million units. If we can forecast it now, is it not even 100,000 units?

Even more frightening, competitors are further strengthening their own strengths. "With the improvement of LCD TV quality and lower prices, OLED TVs no longer have any advantages," said Bird longevity, the vice president of display search Japan. "Facing the huge price difference between the two, the advantages of OLED technology is difficult to be wiped out, consumers will not because of a large visual angle, energy-saving a little more to choose OLED products-consumers have learned very smart, or even realistic, not because of a few of the company's inflammatory propaganda words to pay.

Unsustainable, OLED ended only to create brilliant

Panasonic, Samsung, Sony three abandoned OLED reasons, and the direction of the transfer are different. As one of the most serious losses of Japanese companies, Panasonic cannot afford to invest huge sums of money for OLED technology research and development. As early as 2012, Panasonic and Sony jointly launched OLED technology related research and development, but at the end of 2013 announced the suspension of research and development cooperation between the two sides. Then, Panasonic began to develop itself slowly towards free medical and other applications. It can be said that Panasonic has not wait for OLED technology in the mass consumer market explosion that day, also cannot afford to see investment, no return of the long research and development cycle. Panasonic is now in the field of OLED technology, it is to save strength, to accumulate strength, in other areas can have better opportunities for development.

For Samsung, however, its exit from the OLED technology sector is a necessity. For OLED technology, Samsung and LG have been not the way, each using different technical methods for OLED technology research and development. LG is using four-color technology, one will encounter problems to break down, to achieve large-scale production, to create a relatively profitable model. A small group was also mustered to sell their OLED displays successfully. But Samsung only has three-color technology, showing the effect is significantly lost to LG's four-color technology. With LG's almost eminence status, Samsung's exit means it has acknowledged its own rout in the OLED technology sector.

Of course, in order not to let LG in OLED on the United States, in order to combat OLED products in the market may exist potential for development, or even to make up for the LG in the OLED technology defeated by the death, Samsung will vigorously implement the "curve saving the nation" strategy to the main push surface LCD situation to start competition. The so-called loss of Sang, the east, Samsung may be in the curved surface LCD market, in another market to create brilliance.

And for Sony, abandoning OLED technology is more like trying to get the whole business on the road to profitability. Sony's losses have been very serious in recent years. Its 2013-year earnings report showed a net loss of 130 billion yen ($ 1.27 billion trillion), much higher than previously expected. This means that Sony will not only have to speed up its transformation, but also to save costs in every way--most of Sony's top executives have given up their year-end bonuses! Television is one of Sony's loss-making businesses. In order to find new opportunities, Sony can only be broken wrist, abandon has not yet demonstrated value, is currently a "drag" OLED technology research and development.

For Sony, 4K TV will be the main direction for the future. According to statistics, in the 4K TV market, Sony accounted for more than 20% of the global market share in 2013. It is the outstanding performance of 4K TV in Sony TV business, let Sony firmly make 4K TV as the future main product. Sony plans to double the range of 4K TV products sold in fiscal year 2014 (as of March 2015) over the last fiscal year and will raise the share of 4K TVs from the 10%~20% of the last fiscal year to 40%~50%.

It's a comeback.

As can be seen from the above, Panasonic, Samsung, Sony launch OLED field reasons are not consistent. But this rare "coincidence" precisely illustrates the existence of OLED itself a few flaws, there is still a long way to go. At present in the OLED field, LG is still struggling to support, but it is difficult to prop up a piece of the sky, it is difficult to independently for the popularization of OLED technology escort.

But we do not have to be completely pessimistic, to know that the road ahead of advanced technology is always tortuous. Always have to go through the negative → wandering → hesitation → stagnation → turn around → The peak of such a process. Just like the light bulb was invented, the kerosene lamp manufacturers to safeguard their own interests, to buy their patents, the snow hid for a long time, but in the end it still went to the mainstream. The advance of advanced technology is unstoppable, just a matter of time.

In the same way, OLED, which represents the advanced technology of the display screen, is experiencing a great setback, but in the future, it may be reborn as a result of the drastic changes and special opportunities of the market. Just can't determine the length of this time, perhaps to wait for the development of LCD display technology into a bottleneck, the enterprise will be again activated OLED technology. (Sci-fi Galaxy Constantine/Wen)

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