Entry Strategy of OLED into Large-Size TV Market

Table of Contents

1. Executive Summary

• 1.1. Research Objective
• 1.2. Research Methodology
  • 1.2.1. Demonstration and Survey
  • 1.2.2. Road Test
  • 1.2.3. Expert Interview
• 1.3. Analysis Product Information (Sony XEL-1)
  • 1.3.1. Specifications
  • 1.3.2. Product Marketing Strategy
  • 1.3.3. Meaning of Launching

2. Device-Aspect Analysis

• 2.1. Composition and Principle
• 2.2. Technological Factors for Better Image Quality AMOLED
  • 2.2.1. Color Reproduction / Contrast Ratio
  • 2.2.2. Contrast Ratio/ Brightness)
  • 2.2.3. Response Time
  • 2.2.4. USP Preference
• 2.3. Image Quality Comparison with LCD
  • 2.3.1. Viewing Angle
  • 2.3.2. Color
  • 2.3.3. Contrast Ratio (Black Reproduction)
  • 2.3.4. Response Time
  • 2.3.5. Moving Image Quality Comparison
  • 2.3.6. Panel
• 2.4. Image Quality Comparison with PDP TV
• 2.5. Summary of Image Quality Evaluation Result
• 2.6. XEL-1 Image Quality Technology Analysis
  • 2.6.1. Super Top Emission Technology
  • 2.6.2. Similar Impulse Driving
  • 2.6.3. Black Frame Injection
  • 2.6.4. Structure Analysis of Film adopted in XEL-1
• 2.7. Product Reliability Analysis

3. TV-Aspect Analysis

• 3.1. Design
  • 3.1.1. Product Appearance Design
  • 3.1.2. Box Design
  • 3.1.3. Design Survey Result
• 3.2. Remote Control
• 3.3. UI (User Interface)
• 3.4. Input/Output
  • 3.4.1. Input/Output Surve Result
• 3.5. Sound
• 3.6. Power Consumption
  • 3.6.1. Power Consumption Survey Result
  • 3.6.2. AC Adapter
• 3.7. Practical Use as Commercial Product
  • 3.7.1. Satellite/Cable Receipt
  • 3.7.2. Utilization in Households
  • 3.7.3. Usage as PC Monitor
  • 3.7.4. Connectivity Test
  • 3.7.5. Internet Connectivity
  • 3.7.6. Other Functions

4. Challenges to be Solved

• 4.1. Lifetime of OLED
  • 4.1.1. Device Lifetime
  • 4.1.2. Encapsulation Lifetime
  • 4.1.3. Substrate Lifetime
• 4.2. Technology to Protect Partial Heating
• 4.3.Technology for Larger Size
  • 4.3.1. Crystallization Technology, Deposition Technology
  • 4.3.2. Substrate Process
• 4.4. Retention of Yields
• 4.5. Power Consumption
  • 4.5.1. Driving Voltage
  • 4.5.2. Efficiency Improvements
• 4.6. Price

5. Development Status by Company and Investment Trends

• 5.1. Development Status by Company
• 5.2. AMOLED Line Plan
  • 5.2.1. D-Line Status
  • 5.2.2. LTPS Line Status
  • 5.2.3. AMOLED Line Plan

6. Conclusion (Strategic Direction Proposal)

• 6.1. Product Marketing Strategy
  • 6.1.1. OLED TV Marketing Point
  • 6.1.2. Selection of Target Customers
  • 6.1.3. Brand-Operational Strategy
  • 6.1.4. Sales Strategy
  • 6.1.5. Product Promotional Strategy
• 6.2. Product Development Strategy
  • 6.2.1. Ways to Retain Device-Aspect Competitiveness
    • 1) Ways to Overcome and Utilize Lifetime
    • 2) Technology for Larger Size
    • 3) Retention of Yields
    • 4) Power Consumption
    • 5) Price
  • 6.2.2. Ways to Retain TV-Aspect Competitiveness
    • 1) Thickness Competitiveness
    • 2) Design
    • 3) Input/Output
    • 4) Sound
    • 5) Power Consumption
    • 6) Practical Use of Products
    • 7) Internet Connectivity
    • 8) Selection of Appropriate Size
    • 9) Appropriate Pricing Strategy
      • A. 11inch OLED TV
      • B. Appropriate Price for 40inch OLED TV
    • 10) Competition Strategy with PDP/LCD
• 6.3. Business/Investment Strategies
  • 6.3.1. Size Standardization
  • 6.3.2. Mass Production System Establishment
  • 6.3.3. Effective Fab Investment
  • 6.3.4. Parts/Materials/Equipment Field

7. Epilogue