AMOLED-Based Smartphones to Remain in Demand: Report

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  • Apple is likely to go for an all OLED portfolio in its next launch cycle
  • Samsung remained the leading smartphone vendor, capturing 45 per cent of the total AMOLED smartphone sales in 2019
  • Samsung display currently accounts for close to 90 per cent of the OLED panel market
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According to a report by Counterpoint Research, smartphones with AMOLED panels will surpass 600 million units in sales globally by the end of 2020 with a yearly growth of 46 per cent.

Diffusion of AMOLED into mid-tier price bands

The report highlighted that the growth will be coming from the diffusion of AMOLED into mid-tier price bands, driven by Chinese brands like Huawei, Vivo, Oppo, Realme, and Xiaomi, as they seek to differentiate their offerings.

“These innovations further drove the growth of AMOLED as the technology is best suited to leverage these trends thanks to superior image quality, reduced power consumption and flexible form factors, among other things,” said Tarun Pathak, associate director, Counterpoint.

He added, “Hence, we believe that AMOLED-based smartphones will remain in demand with Chinese smartphone brands aggressively adopting them for their mid-tier portfolio. AMOLED panels are already a default choice in premium-tier smartphones.”

“This is one of the key reasons for the growth of AMOLED smartphones. In future we expect these brands to further bring the AMOLED smartphones to the sub-$200 price tier in 2020. Apple is also likely to go for an all OLED portfolio in its next launch cycle. These factors will further lead to the growth of AMOLED based smartphones in 2020,” said Jene Park, senior research analyst at Counterpoint Research.

The report mentioned that Samsung remained the leading smartphone vendor, capturing 45 per cent of the total AMOLED smartphone sales in 2019 followed by Apple with 16 per cent share and OPPO with 11 per cent share.

All the leading brands have launched their flagships in 2019 with AMOLED panels. But Chinese players led by Huawei, OPPO, Vivo, and Xiaomi have now adopted OLED panels in their mid-tier portfolios ($300-$500) to differentiate their products.

Counterpoint also stated that Samsung display currently accounts for close to 90 per cent of the OLED panel market. Other brands that have LCD fabs like BOE, Tianma, CSOT are transitioning fast but might take some time to arrive with good volume.

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