ENGLEWOOD, Colo. (December 23, 2015) – Full high-definition (FHD) panels reached a record 21 percent of the smartphone display market in the third quarter (Q3) of 2015, due in large part to increases in active-matrix organic light-emitting diode (AMOLED) panel adoption by Samsung and others. Increasing demand from the Chinese smartphone market, and the popularity of the Apple iPhone 6S Plus, also added to growth in unit shipments of FHD panels that are able to show 1080p images, according to IHS Inc. (NYSE: IHS), the leading global source of critical information and insight. AMOLED displays comprised 18 percent of all smartphone display unit shipments in Q3 2015, up from 10 percent in Q3 2014.
The Samsung group has relied on AMOLED as an important differentiating feature in its proprietary Galaxy smartphones for six years, as it helps the company achieve better color performance, on-cell touch, and slimmer and lighter form factors. To expand market adoption, Samsung Display recently changed its smartphone display strategy to begin selling AMOLED panels to external customers.
Beginning in the second half of 2015, OPPO, Gionee, vivo, Meizu, Lenovo, Huawei and other smartphone brands, installed AMOLED in their devices. Meanwhile, products like the Google Nexus 6P, the Microsoft Lumia 950XL, the Meizhu Pro 5, and the recently announced BlackBerry Priv now have AMOLED displays.
“2015 will be a banner year for AMOLED as the technology will soon be included in high-end smartphones from many other companies,” said David Hsieh, senior analyst for IHS Technology. “The simpler structure and better picture performance of AMOLED screens may even encourage Apple to consider adopting the technology in the future.”
The plus-sizing of smartphones continues
Led by the rising popularity of the iPhone 6S Plus and other large smartphones, unit shipments of 5.0-inch-and-larger displays surpassed those of smaller displays for the first time in Q3 2015. While quarter-over-quarter unit shipments of 5.0-inch-and-larger displays grew 21 percent to reach 247 million units in Q3, smartphone displays smaller than 5.0 inches fell 6 percent to 156 million units.
Unit shipments of 5.0-inch smartphone panels experienced the largest growth of any size, jumping from 93 million in Q2 2015 to 104 million in Q3, which is the first time 5.0-inch shipments exceeded 100 million units in a single quarter. Thanks to the iPhone 6S Plus and other new models manufactured in China, 5.5-inch smartphone panels grew from 65.6 million in Q2 2015 to 79.8 million in Q3. Screen sizes of 6 inches and larger have not been as popular with smartphone buyers, so growth in that size range has been marginal.
The IHS Smartphone Display Market Tracker provides a quarterly update on smartphone display shipments, technology development, features trends and smartphone market dynamics. For more information about this report, contact the sales department at IHS in the Americas at +1 844 301 7334 or AmericasLeads@ihs.com; in Europe, Middle East and Africa (EMEA) at +44 1344 328 300 or firstname.lastname@example.org; or Asia-Pacific (APAC) at +604 291 3600 or technology_APAC@ihs.com.
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IHS (NYSE: IHS) is the leading source of insight, analytics and expertise in critical areas that shape today’s business landscape. Businesses and governments in more than 140 countries around the globe rely on the comprehensive content, expert independent analysis and flexible delivery methods of IHS to make high-impact decisions and develop strategies with speed and confidence. IHS has been in business since 1959 and became a publicly traded company on the New York Stock Exchange in 2005. Headquartered in Englewood, Colorado, USA, IHS is committed to sustainable, profitable growth and employs approximately 8,600 people in 32 countries around the world.
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Besides, HD and FHD, we see several new rising segment :
--- 2560x1440 : this is the so-called QHD or WQHD, we see Samsung Galaxy Note is using this resolution for its 5.7” model. Meanwhile, several Chinese brands are considering to upraise to QHD in 2016 for the flagship model although there are many debates about whether the consumer can recognize the benefits of QHD before they lost their patience about the monster power consumption of the QHD resolution. Many believes that China consumers, even when they are buying high end model, they care more about power consumption and FHD is good enough for them.
--- 3840x2160 (4Kx2K) : Sony just launched its flagship Xperia Z Premium model. The panel shipmen in Q3’15 is still minor.
--- AMOLED reached 18% share, which is the highest ever.
Samsung Display change its AMOLED promotion and pricing strategy, especially for the china customers. The smartphone brands now using AMOLED from Samsung Display are including OPPO, Gionee, Vivo, Meizu, Lenovo(Motorola),Huawei, Coolpad, ZTE, and also the other brands like Google and Microsoft.
As shown in the following figure, Samsung Display has successfully expand its customers of AMOLED even though now Samsung Display is the sole smartphone AMOLED panel suppliers.
These customers have driven the AMOLED shipment to grow continuously. On the other hand, we see the a-Si continuously to be challenged by the advanced, higher resolution display technology like Oxide, LTPS and AMOLED.
The AMOLED percentage in Q3’15 soared to 18%, a big leap from 14.2% in Q2’15.
The a-Si percentage in Q3’15 reduce to 50%, a decline from 52.1% in Q2’15.
The LTPS percentage in Q3’15 reduce slightly to 29.4% in Q3’15, a small decline from 31.2% in Q2’15.
The Oxide percentage increase to 2.5% in Q3’15, a small jump from 2.4% in Q2’15.