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Markets and Opportunities for Transparent Displays: 2014 to 2021

NanoMarkets believes that the market for transparent displays is about to expand dramatically. “Smart glasses,” such as Google Glass and Augmented Reality (AR) applications have focused attention on displays that can simultaneously display information and function as windows on the real world. 
Display firms have begun to respond to these major trends with novel types of transparent displays. To do so they have had to invent new technologies.  Transparent TFTs are especially challenging, with the most likely material solution being ZnO, though other options are possible.  Hiding backlighting in transparent LCDs is also an issue, creating opportunities for transparent OLED displays; but these have their own challenges too.
In this report, NanoMarkets identifies where the revenues will be generated by transparent displays over the next eight years.  In addition to leading edge applications such as smart glasses and AR, this report also considers near-term applications for transparent displays in more mundane applications such as retail and automotive.
This report is designed to be a guide to how transparent displays will be commercialized and provides both a roadmap to how the transparent display market will evolve and an assessment of the latest transparent display technology. 
And in addition to granular eight-year forecasts of the transparent display market, this report also discusses the product/market strategies of transparent display makers, both large and small.

Executive Summary
E.1 Why Does the Market Need Transparent Displays and Is this a New Mass Market?   
E 1.1 Mobile Applications:  Vanguard for Transparent Displays   
E 1.2 Are Wearables the Next Cell Phones and Will They Use Transparent Displays?   
E.1.3 Retail and Marketing Applications: Smaller Addressable Market for Transparent Displays, but More Certain?   
E.1.4 Beyond AR and Promo: Other Potential Opportunities for Transparent Displays   
E.2 Key Opportunities for Technology Providers   
E.2.1 Opportunities in Transparent LCDs:  Need Clever Ways to Get Rid of BLUs   
E.2.3 Do Transparent Displays Need a New Frontplane Technology   
E.3 Opportunities for Materials Firms in the Transparent Display Market:  Are There Any?   
E.4 Opportunities for System Integrators and Value-added Resellers   
E.5 Six Companies to Watch in the Transparent Display Sector   
E. 5.1 Samsung (Korea)   
E. 5.2 LG (Korea)   
E. 5.3 AUO (Taiwan)   
E.5.4 Planar (United States)   
E. 5.5 Google (United States)   
E. 5.6 Apple (United States)   
E.5.7 UDC (United States)   
E.6 Summary of Eight-Year Forecasts of Transparent Displays 
Chapter One: Introduction 
1.1 Background to this Report   
1.1.1 The Problem of Invisible Components in LCD Displays   
1.1.2 Enter the Transparent OLED   
1.1.3 Coda: The TFT Factor   
1.2 Objective and Scope of this Report   
1.3 Research and Forecasting Methodology   
1.4 Plan of this Report   

Chapter Two: Transparent Display Technologies
2.1 Transparent Displays in the Context of the Display Industry   
2.1.1 LED and EL:  The First Transparent Display Technologies   
2.2 LCD-Based Transparent Display   
2.2.1 Hiding or Eliminating Backlights   
2.2.2 Suppliers of Transparent LCD Products   
2.3 OLEDs 
2.3.1 Suppliers of Transparent OLED Display Products   
2.2.2 Suppliers of Transparent OLED Lighting Products   
2.4 E-paper   
2.4.1 Suppliers of Transparent E-paper Products   
2.4 Materials and Enabling Technologies   
2.4.1 Transparent TFTs   
2.4.2 Substrate Options for Transparent Displays   
2.4.3 Touch-screen Technology in Transparent Displays   
2.4.4 Transparent Conductors for Transparent Electronics   
2.5 Key Points from this Chapter   
Chapter Three: Applications and Markets for Transparent Displays   
3.1 Scope of Applications of the Transparent Display Technology   
3.2 Mobile Displays   
3.2.1 Early Entries in the Transparent Cell Phone Stakes   
3.2.2 The Future of Transparent Displays in Tablets   
3.2.3 Laptops and Notebooks   
3.2.4 Eight-year Forecast of Mobile Transparent Displays by Application   
3.2.5 Wearable Computing and Heads-Up Displays   
3.2.6 Smart Glasses   
3.2.7 Smart Watches   
3.2.8 Eight-year Forecast of Transparent Displays in Smart Glasses   
3.2.9 Eight-year Forecast of Transparent Displays in Wearables by Smart Watches   
3.2.10 Eight-year Forecast of Transparent Displays in Wearables by Frontplane Technology   
3.3 Retail Applications   
3.3.1 Advertising Displays and Store Windows   
3.3.2 Display Cases   
3.3.3 Vending Machines   
3.3.4 Eight-year Forecast of Transparent Displays in Retail   
3.4 Building-related Applications   
3.4.1 Hybrid Window/Displays   
3.4.2 Refrigerators and Other Appliances   
3.4.3 Eight-year Forecast of Transparent Displays for Buildings by Application   
3.5 Other Markets for Transparent Displays   
3.5.1 Casino Games   
3.5.2 Museum Displays   
3.5.3 Automotive Applications   
3.5.4 Military Applications   
3.6 Role of Systems Integrators and Value-Added Resellers   
3.7 Summary of Eight-year Market Forecasts   
3.7.1 By Application   
3.7.2 By Frontplane Technology   
3.8 Key Points in this Chapter  
Acronyms and Abbreviations Used In this Report   
About the Author  
List of Exhibits

Exhibit E-1: Eight-Year Revenue Forecasts for Transparent Display Markets by Applications ($ Millions)   
Exhibit E-2:  Eight-Year Forecasts for Transparent Display Markets by Frontplane Technology ($ Millions)   
Exhibit 2-1: Status of Suppliers of Transparent LCD Display Panels   
Exhibit 2-2: Status of Suppliers of Transparent OLED Display and Lighting Panels   
Exhibit 2-3: Firms to Watch in the Metal Oxide TFT Space   
Exhibit 3-1: Examples of Transparent Cell Phones and Tablets   
Exhibit 3-2: Prospects for Transparent Laptops   
Exhibit 3-3: Eight Year Forecast for Transparent Displays in LCD Cell Phones   
Exhibit 3-4: Eight-Year Forecast for Transparent OLED Cell Phones   
Exhibit 3-5: Eight-Year Forecast for Transparent LCD Tablets   
Exhibit 3-6: Eight-Year Forecast for Transparent OLED Tablets   
Exhibit 3-7: Eight-Year Forecast for Transparent LCD Laptops   
Exhibit 3-8: Eight-Year Forecast for Transparent OLED Laptops   
Exhibit 3-9:  Eight-Year Forecast for Transparent LCD PC monitors   
Exhibit 3-10: Prospects of Transparent Wearable Glasses   
Exhibit 3-11: Eight-Year Forecast for Transparent LCD Head Mounted Displays (HMDs) (Industrial and niche applications)   
Exhibit 3-12: Eight-Year Forecast for Transparent OLED HMDs (Industrial and niche applications)   
Exhibit 3-13: Eight-Year Forecast for Transparent LCD HMDs (Consumer applications)   
Exhibit 3-14: Eight-Year Forecast for Transparent OLED HMDs (Consumer applications)   
Exhibit 3-15: Eight-Year Forecast for Transparent LCD Smart Watches   
Exhibit 3-16: Eight-Year Forecast for Transparent OLED Smart Watches   
Exhibit 3-17: Eight-Year Forecast for Total Transparent Wearable Devices Market   
Exhibit 3-18: Prospects of Transparent Advertising Windows and Store Displays   
Exhibit 3-19: Prospects of Transparent Vending Machines   
Exhibit 3-20: Eight-Year Forecast for Transparent LCD Retail Store Displays   
Exhibit 3-21: Eight-Year Forecast for Transparent OLED Retail Store Displays   
Exhibit 3-22: Eight-Year Forecast for Transparent LCD Digital Signage   
Exhibit 3-23: Eight-Year Forecast for Transparent LCD Vending Machines   
Exhibit 3-24: Eight-Year Forecast for Total Transparent Retail Devices Market   
Exhibit 3-25: Prospects for Transparent Appliance-Related Applications   
Exhibit 3-26: Eight-Year Forecasts for Transparent LCD Refrigerator and Freezer Doors   
Exhibit 3-27: Prospects for Other Transparent Applications   
Exhibit 3-28: Eight-Year Forecasts for Transparent LCD Casino Displays   
Exhibit 3-29: Eight-Year forecast of Transparent LCD Automobile Windshields, Rear-view Mirrors and Dashboards   
Exhibit 3-30: Eight-Year Forecast of Transparent OLED Automobile Windshields, Rearview Mirrors and Dashboards   
Exhibit 3-31: Eight-Year Forecasts of Transparent LCD Military HMDs   
Exhibit 3-32: Eight-Year Forecasts of Transparent OLED Military HMDs   
Exhibit 3-33: Eight-Year Revenue Forecasts of Transparent Display by Applications ($ Millions)   
Exhibit 3-34: Eight-Year Forecasts of Transparent Display by Frontplane Technology ($ Million)   

New NanoMarkets Report States that Transparent Display Markets to Reach $974 Million by 2019

Glen Allen, Virginia:  Industry analyst firm NanoMarkets has published a new report on the emerging transparent displays market.  In its new report the firm expects the market to grow to $974 million in revenue by 2019.  NanoMarkets believes that the rise of wearable computing and the success of augmented reality apps in mobile devices will prove to be strong market drivers for transparent displays.  Transparent displays are also attracting attention from tier one electronics firms such as Apple, AUO, Google, Japan Display, LG, Nokia, and Samsung, while raising the profile of firms such as Planar that have offered professional and retail displays for years.

For more information on the report, “Markets and Opportunities for Transparent Displays: 2014 to 2021" please visit:

About the report:

In the report, NanoMarkets analyzes the opportunities emerging from these trends. The report included an eight-year (volume and value) forecast, broken out by the following categories: mobile phones; tablets; laptops; monitors, HMDs, HUDs and smart glasses, smart watches, retail displays, digital signage, vending machines, appliances, casino games and automotive.

This report will be important reading not just for firms in the display industry, but for all firms interested in mobile communications, professional and retail displays and other related markets.

From the report:

Most “transparent” cell phones today are actually semi-transparent and in sometimes the transparent display is the actually the keyboard not the main display.  There are now several start ups planning to launch more sophisticated products, but the future of mobile transparent displays is in the hands of industry giants Fujitsu and Samsung.  If these firms follow through on their plans, the mobile transparent display market will reach $787 million by 2019.  These revenues will be further enhanced by transparent displays for wearables; where Samsung and Google have recently formed an alliance to supply OLED displays for Google Glass.

The signage and retail market has used transparent displays for some time, but is expected to reach around $110 million by 2020 fueled by new applications for transparent displays such as transparent billboards, smart vending and transparent retail displays.

Finally, while OLEDs are being pushed as a key technology solution for transparent displays the technology has its own issues.  It has yet to really catch on the display industry as a whole and is not yet able to be used outdoors.  NanoMarkets notes that some firms have apparently been able to create commercially viable transparent display products based on LCDs that just use ambient light.  These firms include Samsung, Eyevis, and Japan Display.  

About NanoMarkets:

NanoMarkets tracks and analyzes emerging markets in energy, electronics and other area created by developments in advanced materials. The firm is a recognized leader in industry analysis and forecasts in the thin film and printed electronics markets and has been covering the display materials and components business for over eight years.

Visit for a full listing of NanoMarkets' reports and other services.


Robert Nolan
(804) 938-0030

posted Jan 28, 2014

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