SONY CEO firmly believe that OLED will replace LCD and plasma technology

In the next five years, you are willing to pay $2500 for a what kind of TV? Is 50 inches, in any one of the living room is large enough for Panasonic high-end flat-panel TVs, or only 11 inches, even smaller than most laptop screen SONY OLED TV?

Answer is not obviously.

This year, the United States CES Las Vegas international consumer electronics Expo, SONY chairman and CEO Howard Sbringe (HowardStringer) appeared in the SONY booth with his trademark smile, several TV screen in front of his confidence and presents a clear and vivid expression.

Don't underestimate these small TV, they are the Sony Corp officially released the world's first 11 inch ultra-thin OLED TV, will be listed in the U.S. market. ISuppli Research Institute estimates that by 2013, the market demand for OLED TV will reach 2 million 800 thousand units. OLED will become the next mainstream tablet technology, CEO Stringer believes that OLED will replace the LCD and plasma technology, it will lead to a substantial lead SONY competitors. "

SONY is a leader in OLED technology, Stringer certainly hope that this technique can become the mainstream flat-panel technology. SONY to turn over in the new technology, a breakthrough in the market, this is SONY gives Stringer's mission, OLED is one of the most important weapon to help Stringer sit SONY CEO seat. But whether OLED's market is as prosperous as he expected is a question mark.

Dispute OLED TV

Compared to the current technology maturity of the LCD, plasma TV, OLED TV has many advantages compared to the former. A senior vice president of Samsung Corp once commented: quality, OLED is likely to be the best technology, which is the television industry consensus, and even can be said that OLED technology is a set of traditional CRT technology, LCD and plasma technology into larger.

OLED TV screen can be made thinner, the thickness of 3 mm, is only 1/3 LCD display. OLED display can use different materials of the substrate, so OLED TV can be divided into hard and soft screen. The soft screen OLED display can be folded, bent, the TV can be like a piece of paper hanging on the wall, but also has better impact resistance. OLED organic light-emitting materials, screen brightness is better than LCD TV, strong contrast, color soft, realistic picture. At the same time, OLED has a wide viewing angle of 160 or more, and almost no restriction on the viewing angle. In addition, compared with other flat panel technology, OLED display requires less material, manufacturing process is relatively simple, so the manufacturing cost is relatively low. It is estimated that, compared with LCD, OLED TV substantial postpartum, the cost can be reduced by at least 20%.

OLED technology has many advantages in one, the development of TV technology in the OLED direction is supposed to represent the general trend seems to have, by the various TV producers sought. But the situation is not as simple as it seems.

At present, the Sony Corp has invested $about 78000000, the development of OLED TV technology, and launched a 11 inch TV products. This seemingly insignificant little TV is about to compete with LCD and plasma TV for $82 billion worth of flat-panel TV market.

But OLED odds in the battle of TV viewers in the competition have?

Some industry insiders are not optimistic about SONY's OLED TV business, one of representative viewpoints: LCD and plasma TV is to optimize its quality, and significantly reduce the price, which is likely to make is in the initial stage of OLED TV to play catch-up. This view has its own reason, the practice of electronic products in the market competition shows that the ability to ultimately dominate the product does not necessarily have the most advanced technology.

Technology such as television battle for the living room, the parties finally winning the needs of industry chain together in the same direction. The distribution of benefits once SONY did not straighten out the various sectors of the industry chain, no mobilization of the parties involved in the passion, it will not only lose the large investment of OLED TV, even worse is the market leader's reputation will suffer as the invisible blow. This will be a fatal blow to Stringer's professional reputation. In addition, SONY's risk lies in its breakthrough OLED TV market too early, it is worse than too late to participate in, because the Sony Corp become rivals "warning".

But SONY's rivals seem to have decided not bird, not to take the risk, they are taken to follow the strategy of development of a situation to wait. For example, Sharp Co's OLED TV technology is still in the experimental stage, does not intend to launch any product. Toshiba was once the biggest competitor to Sony Corp, and recently postponed the OLED TV program to 2010. Although Samsung Corp has been in the production of OLED panels since August 2002, but the main market is car audio, video games, MP3 players and mobile phones and other products.

Samsung is now in fact, their own R & D two respectively for 14 inch and 31 inch OLED TV models. Samsung, a senior vice president, said that if the 31 inch OLED TV market, the price will be between $15000 to $20000. Obviously, this has gone far beyond