Samsung Display set all visions for the upcoming year, they have arranged the shipment goal of notebook OLED of 8.5 million next year….! Taiwan’s company Assus is a potential customer that leads on the graf of Samsung achieving the target. Asus holds a significant amount of inventory, the largest customer of Samsung Display’s notebook OLED. One more thing that might be arrested you hear is that Samsung Display is also developing a 17.3-inch foldable notebook OLED with the goal of supplying Samsung Electronics.
For the coming year, Samsung sets 43% higher than this year’s expected shipment of 5.94 million units. In the opinion of Omdia on the 16th, Samsung Display has set a target for notebook organic light emitting diode (OLED) panel shipments of 8.5 million next year.
Although the growth rate is high this year, demand for notebook OLED has recently plummeted due to weak demand for notebooks and an increased inventory burden. The industry interprets that 5.94 million units fell short of the target that Samsung Display originally expected. Samsung Display’s notebook OLED shipments by year surged from 960,000 units in 2020 to 5 million last year, and then grew by 18% to 5.94 million units this year.
Since the second half of this year, Asus actively applied OLED to gaming laptops and has been loaded heavily with an inventory of OLED laptops. Which is also the biggest client of Samsung Display for notebook OLED last year. OLED gaming laptops led by Asus emphasized OLED’s strengths, such as wide color gamut, contrast ratio, and fast response speed.
The research of the Omdia also gives an idea that the recovery of Asus’ notebook OLED demand is important for Samsung Display to achieve its target of 8.5 million notebook OLED shipments next year. Samsung Electronics also conceives a large part of the Samsung Display’s notebook OLED shipments. Therefore their demand for the next year is somewhat similar or can slightly fluctuate.
The competitor of laptop OLED, the laptop liquid crystal display (LCD) is also expected to drop by the first quarter of next year. In a situation where the price gap with laptop LCD is widening, it was expected that the promotion of laptop OLED, such as Samsung Display, would be important. Therefore in the fluctuation era, PC makers are also expected to consider applying new specifications to attract consumer attention. Including Foldable laptops. Samsung Display is developing a 17.3-inch foldable notebook OLED to supply to Samsung Electronics. This model was initially expected to be supplied this year.
LG Display is also developing a 17-inch foldable notebook OLED with the goal of supplying Hewlett-Packard (HP). However, Omdia added that the release date of the two companies foldable laptops has not been decided. Next year, shipments of foldable laptops are expected to remain insignificant. PC makers also need to secure user experience feedback for foldable products.
Two years ago, Lenovo released the world’s first 13.3-inch foldable laptop with a panel supplied by LG Display in 2020. However, the 13.3-inch screen is only 6.2 inches in size when folded, so there is a limit to providing a new experience to users. Asus released a 17.3-inch foldable OLED notebook using a panel produced by BOE this year, and a 16.3-inch foldable OLED notebook using a panel produced by Sharp. It is being found that other newly entered the notebook OLED market this year, is focusing on flexible OLED for notebooks including BOE and Sharp. The volume of the two companies is still insignificant.
Concluding segment…
It is expected and desired that Samsung Display constantly be a dominant operator in the notebook OLED market. Since it is making notebook OLED with rigid OLED in the A2 line. The share of OLED in the entire notebook market was expected to be 2% last year, 3% this year, and 4% next year.
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