Market Insight

Leyard and NEC Expand Product Portfolios by Adding New Direct-View LED Video Displays

September 28, 2016

Yoke Yuin Cheong Yoke Yuin Cheong Analyst, Digital Signage & Professional Video
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Highlights

  • Sept. 14: Leyard announced the launch of 0.9mm pixel pitch TWA Series video wall
  • Sept. 25: NEC expanded its LED product lineup with 1.2mm to 6mm pixel pitch for indoor applications and 5.8mm to 12.0mm pixel pitch for outdoor applications

 

Outlook and insight

After showing technical demonstrations at InfoComm China and InfoComm Las Vegas earlier this year, Leyard has finally launched the 0.9mm TWA series. This adds Leyard to the list of several companies that have successfully broken the 1mm barrier (Sub 1mm fine pixel pitch). Top brands including Samsung, Absen, Aoto, Barco, Liantronics, and Unilumin have exhibited similar products at major trade shows since 2H of 2015.

Brand

Models In Mass Production

SiliconCore

Camellia P0.95MM

Unilumin

Upanel 0.9 (Ultra HD LED Display)

Unilumin

UTV0.8 (Ultra HD LED Display)

 

Similar to the other products in its TWA series Leyard’s TWA0.9 features a 16:9 form factor which enables easier tiling of LED video display panels to achieve 2K (1920x1080), 4K (3840x2160), and 8K (7680x4320) resolution. Both Unilumin’s Upanel 0.9 and SiliconCore’s Camellia P0.95MM are also of 16:9 aspect ratio format. However, the TWA0.9 display is available in a larger 54-inch factory-aligned cabinet (another distinct feature of the TWA series), which translates to fewer displays and reduced potential points-of-service.

Even with multiple vendors having sub 1mm pixel pitch in the market, the category hasn’t really taken off and the prime reason is their extremely high cost. IHS estimates the cost of sub 1mm led video display to be an average of $50,000 per square meter (sqm), twice the Average Selling Price of a 1.5mm pixel pitch LED Video display. Furthermore, this amount will be multiplied by the number of panels needed to build a video wall, say 3x3, which will bring us to a total of $450,000 per square meter, as opposed to $225,000 per square meter at 1.5mm pixel pitch. When both video walls are of resolutions no lower than Full HD (1920 x 1080), that huge price differential will be difficult to justify. Hence, while all the top brands in China have the capability to produce and sell Sub 1mm fine pixel pitch products, they aren’t doing it aggressively as the market is not ready for it. Unilumin in fact, has tried to position it as both Video Wall (Upanel) and TV (UTV). The UTV0.8 is positioned as a standalone display meant for high-end retail applications, bringing the overall cost of installation down significantly.

The fine pixel pitch market, defined as displays with <=1.99mm pixel pitch , is now the main growth market for the LED Video industry, with high profit margins to be earned through installations for Municipal projects, Security Control Centers, TV Broadcast Studios, and Transportation Control Rooms. This is evident in the entry of new players into this market from the traditional LCD video wall industry, such as NEC. Samsung has already placed its bet by making fine pixel pitch LED Video the star of their exhibit at the NAB Show and Infocomm Las Vegas this year. IHS expects to see more of such activity from other LCD video wall brands. 

Nevertheless, Leyard, with its acquisition of Planar, has tremendous advantage over other LED Video brands in terms of channel reach, customer support and services in North America and Western Europe, the leading markets for fine pixel pitch LED Video displays.  Leyard’s aggressive push for Sub 1mm pixel pitch LED Video display might just be the tipping point as competitors are fearful of losing the first mover advantage. This might induce other top brands to ramp up on marketing, putting further pressure on the pricing of fine pixel pitch LED Video displays to entice end users to adopt this new technology as opposed to Rear Projection or LCD. IHS forecasts that the revenues for the fine pixel pitch LED Video category (<=1.99mm) will grow at a CAGR of 31% from 2016 to 2020. 

Organization
Leyard Planar
Category
Digital Signage
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