UHD TV market Insight (2011~2016)
|出版日||ページ情報||英文 221 Pages
当レポートは、UHD(Ultra High Definition:超高精細)TV市場について分析し、TV市場の歴史と詳細分析、将来のTV市場/技術/製品の予測、4K2K(UHD)の詳細・主要メーカーのTV ビジネス戦略/製品ラインナップ分析、技術・アプリケーション・企業別による4K2K TVのソリューション分析、および4K2K TV(LCD, OLED)の問題に関する分析と調査をまとめ、概略以下の構成でお届けいたします。
From 2010, United States and Europe continued to face problems of astronomical budget deficit and surge in oil price which caused the global economy to fall apart. As a result, consumers around the world had to close their wallets and change their spending patterns by reducing their expenses to minimal sustenance needs. In this circumstance, newly released products are having a hard time gaining sales, as tight budget customers are giving up to replace their old used products by purchasing new products.
Sales of almost every IT and electronic products crashed down, except for tablets and smartphones. Despite the aggressive price cut policy, the sales did not move up and the poor performance eventually impacted the display panel companies. Display panel companies had to reduce the transaction price of their product, month after month to preserve the deficit and face restructuring as the transaction price fell below cash cost.
From the first half of 2012, Industry leading Korean companies started to recover and move from deficit to surplus. However, the TFT LCD market which have previously shown a rapid growth is now in the maturity stage and due to the changes in the spending pattern of consumers and aggressive purchasing policy of set companies, the display industry and in particular, the LCD manufacturers are experiencing profitability deterioration which can no longer be neglected. As a solution, companies are finding a breakthrough by realizing a large-size high-resolution LCD panel screen and commercializing OLED television technology which might lead to the fourth "Big Bang"in the market.
At the same time, ultra-high resolution TV and large-size screen TV over 50 inch is being competitively launched to dominate the next generation technology market, as the price of large LCD panel continue to drop to a level where large TV preferring customers are able to afford, the market for super large, high-resolution (4K2K:UHD) TV over 50 inch in size is growing in a rapid speed.
LCD panel manufacturers used a fully depreciated production line (under 8th generation), as making investment to build a next generation production line was difficult, due to severe profit deterioration caused by rapid price decline and economic downturn. In order to increase glass efficiency from a current level of 90%~95% to a level of 95%~98%, MMG (Multi Model Glass) was used to produce models of different size simultaneously from a single piece of circular glass plate. As extra-large MMG panel of maximized efficiency started to be developed and mass produced, the sales of new size panel and set product started to expand in the global market, starting from China.
The resolution of a display is rapidly improving to ultra-high definition to produce clearer picture as processor, memory and display device technology develops. If the evolution from SD to HD is considered as the first display wave from Analog Era 1.0 to Digital Era 2.0, the evolution from HD to 4K2K (UHD) can be considered as the second display wave from Digital Era to Consumer Electronics 3.0. The change is not just a simple transition of TV screen resolution but it is a fundamental change and innovation of clouding computing such as broadcasting system, network, contents and imaging technology.
Recently, a new 4K2K (UHD: 3840x2160) TV, which is superior than the current digital TV (FHD:1920x1080) was launched to pursue differentiation as a market strategy and research and development were made on SHV (Super High Vision: 8K4K) for NHK in Japan for several years, for the digital TV generations. The 6 top Chinese local companies together with Sony, Sharp and Panasonic of Japan are aggressively developing products and deploying marketing strategy to dominate the domestic market and the global TV market.
The challenge of 4K2K (UHD) TV is to increase the production yield of LCD or OLED panel, reduce the price of product and support the wide contents industry (broadcasting, S/W). The Korean companies picked OLED and smart TV as the next generation core technology and predicted the 4K2K (UHD) TV market to open in earnest at least after 2 to 3 years. However, the market for 4K2K (UHD) TV seemed to be already one step closer after attending 2012 IFA (Berlin Consumer Electronics Fair) and CES 2013 (International Consumer Electronics Show).
The era of 4K2K (UHD) TV is to come faster than expected as consumers are aware of the value of high-resolution since they are already accustomed to devices like smartphones and as LCD panel manufactures are trying to break through the market with large-size panels. The current FHD (1920x1080) resolution is insufficient in providing high-resolution images for large-size panel of above 50 inch. The keyword for the next generation display technology which Korea, Japan, Taiwan and China focus on is not the state-of-the-art technology but production capacity and process technology.
In the future TV market, deposition technique that is suitable for large-size high-resolution (over 4K2K) having mass production yield rate of conventional LCD level will become the standard technique for OLED and will be the key factor determining the success and failure of the business.
* Special Session