market reports

Transparent OLED Displays – 2014

Transparent displays have been around for a very long time in the form of heads-up displays (HUDs) in aircraft and (to a limited extent) in retail displays, markets seen as too tiny by the large display makers and largely left to smaller firms and niche technologies. In the past two or three years, however, NanoMarkets notes that transparent display technology has been edging towards the mainstream. Keenly aware of the maturing liquid-crystal display (LCD) market's slowing growth trajectory, display makers are desperate to add new kinds of functionalities, even (or especially) if it means adopting another technology with higher-growth promise. On the demand side, new applications, such as the widening category of wearable computing devices, seem to call out for transparent displays.

There are technical complications in making LCDs transparent. Thus the display industry is gradually shifting to organic light emitting diode (OLED) technology, which is easier to turn into transparent displays than the dominant LCD technology.

This report is based on NanoMarkets’ extensive coverage of transparent display technology, suppliers and end markets. It studies the emergence of transparent OLED displays, technical and marketplace challenges, end-application opportunities, and key companies to watch. Eight-year market projections are provided for these various applications, with both revenue and volume estimation

Chapter One: Introduction
1.1 Background to this Report
1.2 Objectives and Scope of this Report
1.3 Methodology of this Report
1.4 Plan of this Report

Chapter Two: The Rise of Transparent Displays
2.1 What’s Driving Needs for Transparent Displays
2.2 Three Transparent Display Technologies: LED, EL, and E-paper
2.3 A Note About E-paper
2.3.1 Work on Transparent E-paper
2.4 The Rise of LCDs—But Not for Transparent Displays?
2.4.1 Backlighting
2.4.2 Color filters
2.5 Caveat: The TFT Factor and Metallic Oxides
2.6 Reasons for Using Transparent TFTs Besides Transparency
2.7 Another Option: Ditch the Frontplane
2.8 Opportunities for Technology Providers in the Transparent Display Market
2.9:  Key Points from this Chapter

Chapter Three: Enter the Transparent OLED
3.1 Life Without BLUs and Color Filters
3.2 Technical Problems to Overcome
3.3 Encapsulation for OLED Displays: Problems and Solutions
3.3.1 Encapsulation Techniques
3.4 Business Problems for Transparent OLEDs to Overcome
3.5 Ace in the Hole: Alternative Transparent Conductors
3.5.1 ITO Now, But Not Forever
3.5.2 New TCs for Transparent OLEDs
3.5.3 Conductive Polymers in OLEDs

Chapter Four: End Markets for Transparent OLED Displays
4.1 Mobile Applications
4.1.1 Current limitations on fully transparent cell-phone displays
4.1.2 Examples of Transparent OLED Cell Phones
4.1.3 The Future of Transparent Displays in Tablets
4.1.4 Laptops and Notebooks
4.2 Wearable Computing and OLEDs
4.2.1 Heads-up/Head-Mounted Displays
4.2.2 Display Trends in Smart Glasses
4.2.3 Drawback to OLED Displays in Smart Glasses
4.2.4 Smart Glasses Companies Associated with OLEDs
4.2.5 Smart Watches
4.3 Retail Applications: Smaller Addressable Markets, but More Certain?
4.3.1 Touch-screen Technology in Transparent Displays
4.3.2 Key limitations of transparent displays in retail
4.4 Transparent Displays in Automotive
4.4.1 In-Windshield Displays
4.4.2 Dashboard Heads-Up Displays

Chapter Five: Companies to Watch in Transparent OLED Displays
5.1 Samsung (South Korea)
5.1.1 Mobile Device Developments at Samsung
5.1.2 Smart Glasses Development at Samsung
5.2 LG (South Korea)
5.3 Universal Display Corp. (UDC, U.S.)
5.4 Apple (United States)
5.5 Google (U.S.)
5.6 4D Systems (Australia)
5.7 Futaba Corp. (Japan)
5.8 Neoview Kolon (South Korea)
5.9 Chunghwa Picture Tubes (CPT, Taiwan)

Chapter Six: Eight-Year Forecasts for Transparent OLED Displays
6.1 Forecasting Methodology
6.2 Mobile Computing and Transparent OLED displays
6.3 Wearable Computing
6.3.1 Smart Glasses
6.3.2 Smart Watches
6.4 Retail and Advertising
6.5 Automotive
6.6 Military (HUD/HMD)

Acronyms and Abbreviations Used In this Report
About the Author


List of Exhibits:

Exhibit 2.1: Flexible Display Frontplane Technologies    
Exhibit 3.1:  Long-Term Issues that ITO Faces in the OLED Market    
Exhibit 3.2: Important Parameters for Transparent Conductors Used for OLED Displays    
Exhibit 4.1: Prospects for Transparent Laptops    
Exhibit 4.2: Transparent OLED Displays in Automotive Applications    
Exhibit 6.1: Eight-Year Forecast for Transparent OLED Cell Phones    
Exhibit 6.2: Eight-Year Forecast for Transparent OLED Tablets    
Exhibit 6.3: Eight-Year Forecast for Transparent OLED Laptops    
Exhibit 6.4: Eight-Year Forecast for Transparent OLED HMDs (Industrial and Niche Applications)    
Exhibit 6.5: Eight-Year Forecast for Transparent OLED HMDs (Consumer applications)    
Exhibit 6.6: Eight-Year Forecast for Transparent OLED Smart Watches    
Exhibit 6.7: Eight-Year Forecast for Total Transparent Wearable Devices Market    
Exhibit 6.8: Eight-Year Forecast for Transparent OLED Retail Store Displays    
Exhibit 6.9: Eight-Year Forecast of Transparent OLED Automobile Windshields, Rear-view Mirrors and Dashboards
Exhibit 6.10: Eight-Year Forecasts of Transparent OLED Military HMDs    
Exhibit 6.11:  Eight-Year Forecasts for Transparent Display Markets by Frontplane Technology

NanoMarkets Issues New Report on Transparent OLED Display Market

Glen Allen, VA:  Thanks to some new emerging applications and heightened competitive needs in some existing ones, the market for transparent OLED displays it is expected to grow from barely a $10 million market to roughly $670 million by 2021, according to a new report from industry analyst firm NanoMarkets. Details of the new report, "Transparent OLED Displays – 2014," including a downloadable excerpt, are available at: http://ntechresearch.com/market_reports/transparent-oled-displays-2014

About the Report:

Transparent displays have been around for a very long time in the form of heads-up displays (HUDs) in aircraft and to a limited extent in retail displays, markets that the major display makers have largely left to smaller firms and niche technologies. In the past two or three years, however, NanoMarkets has seen transparent display technology edging towards the mainstream. New applications, such as the widening category of wearable computing devices, seem to call out for transparent displays. Meanwhile, in the brick-and-mortar retail sector, stores are increasingly challenged by online shopping and an exploding digital signage market, and transparency may become a more mainstream way to grab attention in a crowded marketplace.

Today LCDs are the ubiquitous dominant display technology, and it is an obvious step forward to make them transparent -- but there are significant technical complications in doing so. Thus the display industry is gradually shifting to organic light emitting diode (OLED) technology, which is easier (though perhaps not quite "easy") to turn into transparent displays than LCDs.

This report identifies where the money will be made from transparent OLED displays over the next eight years, along with the challenges that transparent OLEDs present and the key companies to watch. Eight-year market projections are provided for these each major applications, with both revenue and volume estimations.

The report also analyzes the product/market and technology strategies of firms that we believe will shape the market for transparent OLED displays and components as it evolves. Not surprisingly, interest in transparent display technology is largely centered at the two main display suppliers who are both Korean: Samsung and LG. Other companies discussed in this report include: Apple, Atheer Labs, ASUSTeK, AU Optronics, BAE Systems, BMW, CBrite, Chungwha Picture Tubes, Eyevis, 4D Systems, Fujitsu, Futaba, General Motors, Google, HP, JNM Display, Kairos, Kia Motors, LiveMap, Lonshine Technologies, Microsoft, Mitsubishi, Neoview Kolon, NeXt, NTT DoCoMo, Oculus, Oji Holdings, Planar, Polytron, Ricoh, Rockwell Collins, Sharp, Skully Helmets, Sony, Universal Display

Highlights from the Report:

Mobile displays are the huge addressable market that has attracted much of the attention for transparent displays. We are talking about almost two billion mobile phones alone being sold every year -- even small penetrations of the addressable markets for transparent displays in the cell-phone and tablet sectors can lead to large revenues. Thus NanoMarkets believes it is highly likely that in the consumer electronics space, smartphones and tablets will be the primary targets of the transparent panel manufacturers in the near to medium term. For transparent OLED displays in cell phones, we see this market growing from practically nothing today to $24 million in 2017, $119 million in 2019, and $447 million by 2021. For tablets we project transparent OLED display revenues inching along to roughly $9 million in 2018 but then taking off, topping $183 million by 2021.

We identify several other potential markets for transparent OLED displays, but they are small compared to the mobile display opportunities, and we see all of them similarly just starting to emerge toward the end of our forecast period. These include wearable computing (HUDs/HMDs, smart glasses, and "smart" watches); retail applications (digital signage, billboards, display cases, advertising windows); and automotive (in-windshield displays, dashboard HUDs, rearview mirrors).

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 a number of sectors around "smart" technology and sensors: wearable electronics, fibertronics, lighting, glass, windows, and grid technologies. Visit http://www.nanomarkets.net for a full listing of NanoMarkets' reports and other services.

Contact:

Robert Nolan
NanoMarkets
(804) 938-0030
rob@nanomarkets.net

posted Oct 21, 2014

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