Abstract
Over 95% DTVs are FPTVs, therefore this research including the DTV.
The shipment of FPTV in 2008 was 124 million, of which, the LCD TV shipment
was 109 million, and the plasma TV shipment was 15 million. The industry chain
of FPTV includes raw material suppliers, OEMs or ODMs and FPTV manufacturers.
Among which, IC suppliers and panel suppliers are the key players.
The ranking of global FPTV manufacturers in terms of shipment is as following:
Samsung, Sony, LG, Panasonic, Sharp, Philips, Toshiba, Hitachi, TCL Multimedia
and Vizio. Samsung launched a 7th-generation panel production line and two
8th-generation panel production lines together with Sony and Sharp, moreover,
Samsung also planned to launch a 10th-generation panel production line
together with Sony and Sharp, however, the plan is about to delay. Sony only
plays a simple role as the investors regarding those corporations mentioned,
Sony has a power over financial issues, and the rest are all controlled by
Samsung.
LG Display owns a 7th- generation production line and a 8th-generation
production line, while Sharp owns a 8th-generation production line. Panasonic,
Hitachi and Toshiba jointly own a 6th-generation production line. Besides,
Panasonic has the world' s largest plasma display panel production line.
Philips also owns a few shares of LG Display.
There are three major suppliers of LCD TV panel in Taiwan are AUO, Chimei and
CPTF. The production scale of AUO is similar to Chimei, while CPTF has a
smaller scale. LCD TV manufacturers often have a couple of panel suppliers in
order to avoid the risks. The clients of CPTF including Samsung, LG, Funai,
and AOC. Chimei has the strongest client base, including all of the top ten
LCD TV manufacturers except Sharp, among which, Samsung and Sony are the most
important two clients. The clients of AUO including Samsung, Sony, Philips,
and LG. The clients of LG Display are Philips, LG, Panasonic and Toshiba.
Sharp also sells some panels to Philips.
In terms of FPTV OEM, about 25% FPTVs are produced by OEM in the world. The
proportion may expand to 35-40% with the increasing of cost pressure in the
future. All non TV players relies on OEM 100%, including Westinghouse, Lenovo,
Tongfang, ViewSonic, Dell, BenQ, etc. 60% is for Philips, the proportion may
reach 100% in the future. The proportion of others is: LG (10%, which may
expand to 20% in the future), Sony (20%, which may expand 40% in the future),
Sharp (10%), and Toshiba (40%). While Samsung and Panasonic relies on
themselves 100%. In 2008, the ranking of OEMs in terms of shipment was AOC,
Proview, Amtran, Wistron, Funai, Jabil and Kolin.
In terms of IC, MediaTek and Trident were the major suppliers of Samsung in
2007. Trident targets the medium- and low-end market, while MediaTek targets
the high-end market. At the end of 2007, Samsung started its self-developed IC
for its medium- and high-end products. Though the scale was small, it also had
an impact on MediaTek and Trident, especially the sales of Trident declined
nearly 50%, and Samsung will further strengthen its independent R&D. Sonly has
five IC suppliers, including Broadcom(AMD), NXP, Trident, MediaTek and NEC, of
which, Trident and NEC are the majors.
Panasonic and Sharp are both have self-developed IC, while Philips much relies
on ST (GENESIS). Toshiba relies on ST and Sharp, and develops high-end
products together with Sharp. Although its shipment is small, Hitachi still
insists on self-development. Chinese manufacturers rely on Trident in the
early stage, but tended to Morningstar considering the cheaper price in the
second half of 2006. And Morningstar shared 70% of Chinese market, focusing on
the medium- and low-end market. While in the high-end market, the major
players are ST and MediaTek.
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