With the increasing market penetration of LED-backlit LCD TVs , whether it is Japanese, Korean, American, European, Taiwanese or Chinese mainland LED manufacturers, they have been active in LED chips and LED package modules for LCD TV backlights. Card position and layout. In terms of TV brand manufacturers, Korean manufacturers Samsung and LG are very active, and the LED-backlit LCD TV penetration figures show a large amount of LED consumption. The two companies also have their own LED chips and packaging capacity, and will The shortfall is outsourced to Taiwanese manufacturers. As for Japanese and European TV manufacturers, each has its own abacus. Mainland China TV brand manufacturers mainly use Taiwanese and mainland manufacturers' LED sources. Under such a situation, through an interview with Bernd Kammerer, general manager of Everlight's business marketing group in Taiwan's LED packaging factory, let us know more about the opinions and strategies of Everlight in this LCD TV LED backlight market.
2010 LED backlight LCD TV market penetration rate of 15%
Although in 2009 the market was once concerned about the problem of LED out of stock, Kammerer said that among the sources of LED epitaxial wafer factory, Yiguang has a total of three LED chip suppliers, including Guangguang and Taigu. Everlight is not too worried about the source of upstream chips.
According to Kammerer, the quarterly expansion of LED backlight products is very large. It is estimated that the output in 2010 should exceed twice the current level. Especially for LED backlight products for LCD TVs, there is considerable market potential. The leading manufacturers in this category are mainly Korean, Taiwanese, and Chinese mainland LED manufacturers.
In the technology of LED backlight products for LCD TVs, improving the brightness and light output of LEDs is still the goal of various manufacturers. In the backlight type, the direct-lit backlight and the edge-lit backlight, Kammerer believes that the edge-lit LED backlight will dominate. market.
Kammerer estimates that the penetration of LED backlights in the LCD TV market will reach 15% in 2010. Take Samsung as an example. In 2009, there was about 3% to 5% of LED-backlit TV penetration, and the LED backlight penetration rate of its own TV products in 2010 was 25%. LG is shouting that the penetration rate of LED-backlit TVs in 2010 will reach 22% to 25%. It is obvious that the penetration figures of brand manufacturers are more optimistic. However, Kammerer mentioned that a positive factor for the growth of LED-backlit LCD TVs in 2010, that is, the holding of the World Cup, is expected to drive the sales of LCD TVs, and even the market has the opportunity to pay more attention to the LED backlight LCD with higher contrast. TV products. However, due to the relatively high price of LED-backlit LCD TVs, LED backlight LCD TVs may have a penetration rate of 10% to 15% in 2010, depending on the market conditions in 2010. In terms of monitors, the LED backlight penetration rate in 2010 was only 5% to 10%.
LED backlighting for TV needs to closely cooperate with OEM customers and master self-technology. Samsung is a completely vertically integrated company with considerable technical and market advantages. At present, the industry is waiting for Samsung's technological progress in LED-backlit LCD TVs. After all, this market LED specifications are not considered to be comprehensive standardization, and product generations can be said to have evolved, even changed and improved.
The biggest problem is that Samsung and LG already have their own LED business Samsung LED, LG Innotek, they can focus more on the integration of their own products. Kammerer believes that this also makes Taiwan manufacturers face serious competition from the Korean factory in this and two years. They must first cut in to generate enough energy to compete with them. The only way is to find a good enough technology to make TV brand manufacturers, including Korean brands, can adopt them. After all, their own LED production capacity will still be insufficient in recent years. In addition to its own research and development, Taiwanese companies also have the opportunity to obtain better technology. In the case of Taiwan, Europe and the United States, R&D and related technologies are being developed.
As for the LED backlight for the notebook panel, it seems that the 3020 package is the standard, but the LED backlight products for LCD TVs have many different standards, and there is no comprehensive standardization. Both direct and side-lit have their own advantages and disadvantages, and there is no final conclusion as to who will win, which will continue to have a variety of LED backlight product standards. Taking Samsung as an example, the company intends to further reduce the thickness of the direct-lit LED-backlit LCD TV. It still needs to overcome many technical difficulties. The technology of combining the edge-lit LED backlight and the direct-lit LED backlight also has the opportunity to be launched.
The cost of TV backlight LED products is the biggest challenge. The current Korean factory may not be able to achieve the lowest cost in LED backlight products, but in terms of Korean manufacturers Samsung and LG, they have their own brand TV advantages, the more people With the purchase of these TVs, the cost of LEDs used by their LED manufacturers to create backlights may be lower. Kammerer said that from the OEM's point of view, it must be able to cooperate with customers, have their own backlight package design, LED backlight solution, to maintain these technological advantages.
In the LED backlight monitor market, Kammerer estimates that the market penetration of LED backlight monitors in 2010 is only 5%. The product launched by Yiguang in this field is the 3020 package in the form of side view.
LED lighting market needs standards, manufacturers must have good design. Kammerer pointed out that the LED lighting market is a regional market, and each market area has different market phenomena. Take the Chinese market as an example. Government projects require local production. LED street lights in the US market also have specifications for local production. Therefore, LED lighting is highly correlated with the needs of various regions. In the two- to three-year period, Everlight expects that the LED lighting market will grow significantly. It is expected to be able to produce locally. Of course, Taiwan is still the operation center of the company, and there is a Taiwan-based R&D team, but it will be global. Global design for local market needs.
He believes that the current situation of LED lighting is to replace the traditional lighting LED products, but these products are more or less limited by traditional specifications and sizes, and do not fully play the advantages of LED lighting, the most suitable LED lighting should It is an LED lamp specially designed for LED light source. The price of existing LED products on the market is still high. However, the demand for end consumers in the LED lighting market has gradually increased. In particular, the government has started to set specifications, regulations and standards for many LED lighting products, such as DOE Energy Star. . But for consumers, these standards need to be determined, so they will not doubt the LED lighting products on the market. The standard for LED design luminaires is still lacking. For general main lighting, the design of LED luminaires is very important. He estimates that the market for LED components and LED lamps will grow significantly in 2010, which will be three times that of 2009.
Kammerer believes that the LED light engine must be designed for the luminaire, so different LED packaging technologies such as single crystal packaging and polycrystalline packaging will still have different exports in the market. LED manufacturers such as Everlight can create LED light sources and have LED-related knowledge. The biggest advantage is that there are old lighting technology packages, and Yiguang and lighting customers have close communication, and they must be able to make designs suitable for lighting customers. The Philips and GE lighting manufacturers are different. They have the burden of traditional technology and traditional lamps. Kammerer thinks that their LED lighting development will slow down, otherwise it will affect the existing products too much, and they will not want LEDs. The technological advancement of the product is too fast. And Yiguang, CREE, which has no traditional technology and product packaging, will develop faster in the field of LED lighting.
The difference between LED lighting products and LED backlight products is that the former does not have a complete standard, but the latter has already launched its own standards by brand TV manufacturers, and the demand is also large enough. LED lighting products need to be as cheap as CCFL, enough life and technology to open the market, and the market price in 2010 is expected to decline further. The price change will be in the middle of 2010, especially including the United States. The projects and policies of many governments in China and Europe will be more obvious.
Yiguang provides a one-stop procurement service platform for LED packaging products. In Everlight, we can buy LED packaging products for various customers. Not only are there backlight LEDs for mobile phones with large market size, but also backlights for small and medium-sized devices such as PND. LED, and LCD backlights for notebook LCD screens, computer monitors, and large-size LCD TVs.
Among the many product projects, Yiguang's mass production advantage is not only to continue the previous experience of accumulating backlights in mobile phones and small and medium-sized backlights. In terms of LED backlights for notebooks and LCD TVs, the company also works closely with customers through technology. The improvement to the touchdown, which makes Yiguang have the opportunity to compete with the booming Korean factory, and the flexible market, cooperation and R&D strategy, whether in the niche market, the booming LED backlight market for TV, and even The lighting market with future flowering results is indeed a place worthy of reference for many manufacturers.
2010 LED backlight LCD TV market penetration rate of 15%
Although in 2009 the market was once concerned about the problem of LED out of stock, Kammerer said that among the sources of LED epitaxial wafer factory, Yiguang has a total of three LED chip suppliers, including Guangguang and Taigu. Everlight is not too worried about the source of upstream chips.
According to Kammerer, the quarterly expansion of LED backlight products is very large. It is estimated that the output in 2010 should exceed twice the current level. Especially for LED backlight products for LCD TVs, there is considerable market potential. The leading manufacturers in this category are mainly Korean, Taiwanese, and Chinese mainland LED manufacturers.
In the technology of LED backlight products for LCD TVs, improving the brightness and light output of LEDs is still the goal of various manufacturers. In the backlight type, the direct-lit backlight and the edge-lit backlight, Kammerer believes that the edge-lit LED backlight will dominate. market.
Kammerer estimates that the penetration of LED backlights in the LCD TV market will reach 15% in 2010. Take Samsung as an example. In 2009, there was about 3% to 5% of LED-backlit TV penetration, and the LED backlight penetration rate of its own TV products in 2010 was 25%. LG is shouting that the penetration rate of LED-backlit TVs in 2010 will reach 22% to 25%. It is obvious that the penetration figures of brand manufacturers are more optimistic. However, Kammerer mentioned that a positive factor for the growth of LED-backlit LCD TVs in 2010, that is, the holding of the World Cup, is expected to drive the sales of LCD TVs, and even the market has the opportunity to pay more attention to the LED backlight LCD with higher contrast. TV products. However, due to the relatively high price of LED-backlit LCD TVs, LED backlight LCD TVs may have a penetration rate of 10% to 15% in 2010, depending on the market conditions in 2010. In terms of monitors, the LED backlight penetration rate in 2010 was only 5% to 10%.
LED backlighting for TV needs to closely cooperate with OEM customers and master self-technology. Samsung is a completely vertically integrated company with considerable technical and market advantages. At present, the industry is waiting for Samsung's technological progress in LED-backlit LCD TVs. After all, this market LED specifications are not considered to be comprehensive standardization, and product generations can be said to have evolved, even changed and improved.
The biggest problem is that Samsung and LG already have their own LED business Samsung LED, LG Innotek, they can focus more on the integration of their own products. Kammerer believes that this also makes Taiwan manufacturers face serious competition from the Korean factory in this and two years. They must first cut in to generate enough energy to compete with them. The only way is to find a good enough technology to make TV brand manufacturers, including Korean brands, can adopt them. After all, their own LED production capacity will still be insufficient in recent years. In addition to its own research and development, Taiwanese companies also have the opportunity to obtain better technology. In the case of Taiwan, Europe and the United States, R&D and related technologies are being developed.
As for the LED backlight for the notebook panel, it seems that the 3020 package is the standard, but the LED backlight products for LCD TVs have many different standards, and there is no comprehensive standardization. Both direct and side-lit have their own advantages and disadvantages, and there is no final conclusion as to who will win, which will continue to have a variety of LED backlight product standards. Taking Samsung as an example, the company intends to further reduce the thickness of the direct-lit LED-backlit LCD TV. It still needs to overcome many technical difficulties. The technology of combining the edge-lit LED backlight and the direct-lit LED backlight also has the opportunity to be launched.
The cost of TV backlight LED products is the biggest challenge. The current Korean factory may not be able to achieve the lowest cost in LED backlight products, but in terms of Korean manufacturers Samsung and LG, they have their own brand TV advantages, the more people With the purchase of these TVs, the cost of LEDs used by their LED manufacturers to create backlights may be lower. Kammerer said that from the OEM's point of view, it must be able to cooperate with customers, have their own backlight package design, LED backlight solution, to maintain these technological advantages.
In the LED backlight monitor market, Kammerer estimates that the market penetration of LED backlight monitors in 2010 is only 5%. The product launched by Yiguang in this field is the 3020 package in the form of side view.
LED lighting market needs standards, manufacturers must have good design. Kammerer pointed out that the LED lighting market is a regional market, and each market area has different market phenomena. Take the Chinese market as an example. Government projects require local production. LED street lights in the US market also have specifications for local production. Therefore, LED lighting is highly correlated with the needs of various regions. In the two- to three-year period, Everlight expects that the LED lighting market will grow significantly. It is expected to be able to produce locally. Of course, Taiwan is still the operation center of the company, and there is a Taiwan-based R&D team, but it will be global. Global design for local market needs.
He believes that the current situation of LED lighting is to replace the traditional lighting LED products, but these products are more or less limited by traditional specifications and sizes, and do not fully play the advantages of LED lighting, the most suitable LED lighting should It is an LED lamp specially designed for LED light source. The price of existing LED products on the market is still high. However, the demand for end consumers in the LED lighting market has gradually increased. In particular, the government has started to set specifications, regulations and standards for many LED lighting products, such as DOE Energy Star. . But for consumers, these standards need to be determined, so they will not doubt the LED lighting products on the market. The standard for LED design luminaires is still lacking. For general main lighting, the design of LED luminaires is very important. He estimates that the market for LED components and LED lamps will grow significantly in 2010, which will be three times that of 2009.
Kammerer believes that the LED light engine must be designed for the luminaire, so different LED packaging technologies such as single crystal packaging and polycrystalline packaging will still have different exports in the market. LED manufacturers such as Everlight can create LED light sources and have LED-related knowledge. The biggest advantage is that there are old lighting technology packages, and Yiguang and lighting customers have close communication, and they must be able to make designs suitable for lighting customers. The Philips and GE lighting manufacturers are different. They have the burden of traditional technology and traditional lamps. Kammerer thinks that their LED lighting development will slow down, otherwise it will affect the existing products too much, and they will not want LEDs. The technological advancement of the product is too fast. And Yiguang, CREE, which has no traditional technology and product packaging, will develop faster in the field of LED lighting.
The difference between LED lighting products and LED backlight products is that the former does not have a complete standard, but the latter has already launched its own standards by brand TV manufacturers, and the demand is also large enough. LED lighting products need to be as cheap as CCFL, enough life and technology to open the market, and the market price in 2010 is expected to decline further. The price change will be in the middle of 2010, especially including the United States. The projects and policies of many governments in China and Europe will be more obvious.
Yiguang provides a one-stop procurement service platform for LED packaging products. In Everlight, we can buy LED packaging products for various customers. Not only are there backlight LEDs for mobile phones with large market size, but also backlights for small and medium-sized devices such as PND. LED, and LCD backlights for notebook LCD screens, computer monitors, and large-size LCD TVs.
Among the many product projects, Yiguang's mass production advantage is not only to continue the previous experience of accumulating backlights in mobile phones and small and medium-sized backlights. In terms of LED backlights for notebooks and LCD TVs, the company also works closely with customers through technology. The improvement to the touchdown, which makes Yiguang have the opportunity to compete with the booming Korean factory, and the flexible market, cooperation and R&D strategy, whether in the niche market, the booming LED backlight market for TV, and even The lighting market with future flowering results is indeed a place worthy of reference for many manufacturers.
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