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Display Market Update
August
August 29. 2007
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Index
Chapter 1. Latest Industry Issues
Chapter 2. Monthly Market Update
1. Large TFT-LCD Panel
•
•
Shipment Trend
Price Trend
2. Plasma Display Panel
•
•
Shipment Trend
Price Trend
3. OLED
•
Market Issues
4. Component & Materials
•
•
Display use ITO
PDP Material Market
5. SET Price Analysis
•
Flat TV SET Price Trend
Chapter 3. Report Introduction
1. PDP Module Manufacturing Cost Analysis & Forecast
2. LCD TV Market Trend & Cost Analysis
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[2]
Chapter 1
Latest Industry Issues
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Latest Industry Issues - Korea
Will SEC collaborate with SONY again for its 8G line investment?
As Samsung Electronics has embarked an additional investment in the 8th-generation LCD
plant, whether Japan’s Sony Corp. would participate in the investment has attracted attention.
Industry sources said on August 20 that Samsung Electronics is currently planning to pour
1.8 trillion won ($1.92 billion) in the second-phase investment after the first-phase operation
at the 8G No. 1 line.
Samsung Electronics, which has invested in the 7G No. 1 line and 8G No. 1 line jointly with
Sony, has tapped into business opportunities with Sony for the 8G second-phase investment.
?
Given the fact that LCD market with a supply shortage from the second quarter of the year
will continue into 2009, the outlook for the 50-inch and larger LCD TV market remains positive,
overall. As Japanese LCD TV rival Sharp has officially announced its investment in the 10G
line following the 8G one, stepping up its push into the 50-inch market, Sony is urgently
needing to retain large-size LCDs to respond to this movement, experts indicate.
S-LCD Ships First LCD Panels from 8th Generation Line
S-LCD Corporation, a joint venture between Samsung Electronics Co., Ltd. and Sony
Corporation, today announced the shipment of LCD panels produced from its 8th Generation
Line. S-LCD's 8th Generation Line is capable of processing the world's largest mother glass
substrates, measuring 2,200mm by 2,500mm.
LCD panels shipped from this 8G line marks a major turning point in the market for LCD TVs
in the 50-inch (diagonally) class. With 7G line which is already in operation, S-LCD has
sufficient capacity to meet demand for 40-inch panels. The 8G line is slated to supply 46-inch
and 52-inch panels, and that plan was evident by the contents of the first shipment of 52-inch
LCD panels for full-HD TVs.
The new line would reach its full monthly output of 50,000 panels by the end of the year.
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[4]
Latest Industry Issues - Japan
Panasonic will sell 37” LCD TV in September
Panasonic will begin selling its largest LCD TV in September at 300,000 yen. The company
aims to sell 25 percent of the world's flat- panel TVs with screens measuring at least 37
inches by the year ending March 2010, from 18 percent this March, Matsushita said in
January.
In the next-generation flat screen TV market, the Japanese electronics maker has up until
now only sold plasma TVs at sizes 37-inches and larger. Matsushita said in a press release
the TVs will go on sale in September.
Matsushita's IPS Alpha Technology Ltd. venture with Hitachi Ltd. and Toshiba Corp. will
supply panels for the new LCD sets. .
NEG adds additional investments to expand LCD and PDP
glass output
Nippon Electric Glass (NEG) plans to invest an additional 35 billion yen (US$301 million) to
expand its TFT LCD glass substrate capacity by 10% before the end of fiscal year 2007
(ending in March 31, 2008), according to a recent report from the Japanese-language Nihon
Keizai Shimbun.
Meanwhile, the company also plans to invest 7 billion yen to increase capacity for PDP
(plasma display panel)-use glass before the fiscal year of 2008 (ending in March 31, 2009),
the paper noted.
The glass supplier is also reducing glass output for CRT TV at its Malaysia facility, added
the paper.
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[5]
Latest Industry Issues – Taiwan
AUO set to ship 46-inch TV panels to Sony
AU Optronics (AUO) is set to ship 46-inch LCD TV panels to Sony.
Sony's 46-inch LCD TV panels used to only be supplied by S-LCD, a joint
venture (JV) between Samsung Electronics and Sony, from its seventhgeneration (7G) plant.
CMEL to begin volume Production of 2.4-inch
AMLED panels
Chi Mei EL (CMEL) will start volume production of 2.4-inch AMOLED (active
matrix organic light-emitting diode) panels this month, with one of its
clients expecting to begin marketing new handsets with the displays in
Japan in October.
AUO began to volume produce 46-inch LCD TVs at its 7.5G plant in
February 2007, according to the company. The panel maker already ships
20-, 26-, 32-inch TV panels to the Japan-based company.
If the production of 2.4-inch AMOLED panels goes smoothly, CMEL's total
shipments of AMOLED panels are expected to top 200,000-300,000 units a
month in February 2008, which will help the company reach breakeven
starting that month, Chen indicated.
In addition to AUO, Sony also purchases TV panels from Taiwan's Chi Mei
Optoelectronics (CMO) and Chunghwa Picture Tubes (CPT). Nearly 30% of
Sony's TV panels are sourced from Taiwan-based companies, noted
industry sources.
Overall yield rates for the current production of 2-inch panels stands at 60%,
with the yields expected to improve to 70% by the end of the year and up to
80% in 2008, Chen claimed.
HannStar to sell another 3G LCD plant to Wintek
HannStar Display today announced that the company will sell another thirdgeneration (3G) TFT LCD plant and an office building to Wintek for NT$9
billion (US$273 million), according to a filing with the Taiwan Stock
Exchange.
After the deal, HannStar's only plant will be its 5G plant.
Last September, the panel maker sold a 3G plant to Wintek. The transaction
price was around NT$6.1 billion (US$186 million), including land, building
and machinery, according to Wintek's announcement. At that time,
HannStar also said it will secure 3.1% of Wintek's outstanding shares and
one seat on Wintek's board of directors.
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[6]
Latest Industry Issues – China
32-inch PDP TVs picks up in China
Demand for 32-inch PDP (plasma display panel) TVs reportedly is picking up in China, with
LG Electronics (LGE) becoming a major source of PDPs for the segment, and domestic
vendors launching models more price competitive than LCD TVs of the same size.
Since the beginning of August, domestic TV vendors in China have begun launching 32-inch
PDP TVs carrying a price tag of around NT$20,000 (US$608), about NT$4-5,000 lower than 32inch LCD TVs, according to media reports from China. The industry sources indicated that
LGE and the PDP TV vendors are taking advantage of tight supply of 32-inch LCD TV panels.
LGE is supplying 32-inch PDPs at an average price of US$270. The price is US$50 lower than
32-inch LCD panels, allowing PDP TVs to be marketed in China at prices lower than 32-inch
LCD TVs.
Philips withdraws from China’s PDP TV Market
Philips Electronics has basically withdrawn from China's plasma display panel (PDP) TV
market as local consumers prefer liquid crystal display (LCD) TV sets, a company official
was quoted as saying in a report carried by Beijing News.
Lu yao, general manager of the company's TV business department, was quoted as saying
that Philips will not go ahead with the launch of its new PDP TV set products in China,
given that about 90 pct of the TV sets in that market are made with LCD panels.
Lu added that Philips will pay more attention to developing its own LCD TV in future.
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[7]
Chapter 2
Monthly Market Update
1. Large TFT-LCD Panel
Shipment Trend
Price Trend
2. Plasma Display Panel
Shipment Trend
Price Trend
3. OLED
Market Issues
4. Component & Materials
BLU
Polarizer
5. SET Price Analysis
Flat TV SET Price Trend
All contents of this file are copyright by the author and Displaybank
Large TFT-LCD Panel Shipment by Application
50
12%
10%
M p cs
40
O th e rs
LC D TV
30
O th e rs
O th e rs
LC D TV
LC D TV
8%
6%
N o te P C
N o te P C
20
N o te P C
4%
10
L C D M o n ito r
L C D M o n ito r
L C D M o n ito r
2%
M oM
0
0%
M ay
Ju n e
Ju ly
(Unit: Mpcs)
May
June
 The shipments of Large TFT-LCD recorded 34 million units in July
July
15.7
16.0
15.7
increased by 2.1% from previous month.
NotePC
9.6
9.6
10.2
 Still 17” showed the biggest demand in monitor panel shipments. While
LCD TV
6.7
6.7
7.2
Others
1.1
1.0
1.0
Total
33.1
33.3
34.0
MoM
10.9%
0.8%
2.1%
LCD Monitor
the demand of 19”W and 22”W are growing in a rapid speed expanding the
share.
 Wide NTPC panel demand accounted over 90% of share for the first time
ever.
 32” accounted for 37.6% of total TV demand.
 42” shipments exceeded 40” in July for two consecutive months.
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[9]
Large TFT-LCD Panel Shipment by Maker
(Unit: Mpcs)
8,000
S am sung
E le c tro n ic s
M p cs
7,000
6,000
AU
O p tro n ic s
5,000
L G .P h ilip s
LC D
CM O
4,000
C PT
3,000
2,000
H a n n S ta r
1,000
May
June
July
Samsung Electronics
6,995
6,804
7,178
AU Optronics
6,573
6,814
7,000
LG.Philips LCD
7,053
6,756
6,671
CMO
3,743
3,857
4,144
CPT
2,355
2,416
2,375
HannStar
1,433
1,470
1,520
Sharp
1,057
1,070
1,130
BOE-OT
815
914
1,015
Innolux Display
977
950
845
SVA-NEC
860
1,010
812
TMDisplay
422
412
420
IVO
330
325
365
IPS Alpha
200
205
215
BOE-Hydis
27
104
118
Hitachi
85
80
80
EID
70
75
75
NEC
76
70
65
S h a rp
0
M ay
Ju n e
Ju ly
 SEC took over the first spot in volume in July after one year
followed by AUO and LPL.
 In revenue base, also SEC maintain it’s top position with 22.8%
of share followed by LPL with 20.5% and AUO with 19.3%.
 The top 3 accounted for 61% of market share in unit basis in
Total
33,071
33,332
34,028
July.
MoM
10.9%
0.8%
2.1%
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Large TFT-LCD Panel Price Trend
NoteBook
Monitor
180
180
160
160
140
140
120
120
100
100
80
80
60
60
40
20
600
500
400
300
200
17"
19"W
22"W
40
14.1"W
15.4"W
TV
20
0
0
H1
H2
M ay
H1
H2
H1
Ju n
H2
Ju l
0
H1
H1
H2
M ay
A ug
32"
37"
42"
100
H1
H2
H1
H2
Ju n
Ju l
H1
H1
A ug
H2
M ay
H1
H2
Ju n
H1
H2
Ju l
H1
A ug
(Unit: US$)
May
H1
Monitor
NoteBook
TV
Jun
H2
H1
Jul
H2
H1
Aug
H2
H1
17"
114
115
120
122
127
127
131
19"W
124
125
130
130
133
133
136
22"W
161
164
165
166
166
167
170
14.1"W
92
93
97
98
100
100
103
15.4"W
95
97
100
100
103
103
105
32"
305
310
315
315
320
320
320
37"
440
440
440
440
440
440
440
42"
560
560
560
560
555
550
550
 All IT panel prices are continuously increasing in August.
 32” LCD TV panel price remained the same with previous month.
 The price gap between 40” and 42” extended as 40” price fell heavier than 42”.
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Plasma Display Panel Shipment by Size
1,000
25%
60"~
900
800
K p cs
20%
60"~
700
60"~
600
50"~ 59"
50"~ 59"
50"~ 59"
15%
10%
5%
500
0%
400
40"~ 49"
40"~ 49"
300
40"~ 49"
200
-10%
M oM
100
0
-5%
-15%
30"~ 39"
30"~ 39"
30"~ 39"
M ay
Ju n
Ju ly
-20%
(Unit: K pcs)
May
Jun
 Increasing demand of PDP pull the shipment to 922 thousand units in July.
July
30"~39"
46
67
66
40"~49"
407
492
521
secure the 32” LCD panel due to the tight supply situation.
50"~59"
246
270
317
 PDP demand in Europe looks healthy when N.A. demand shows still
60"~
14
17
18
Total
712
846
922
MoM
-15.9%
18.7%
9.0%
 32” of LGE attracts the Chinese TV makers when it’s been difficult to
weaker then expectation.
 FHD shipment accounted for 13%, as Matsushita shows the most
aggressive strategy on FHD.
 All of PDP makers launched 50” FHD PDP module.
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Plasma Display Panel Price
800
700
600
500
400
(Unit: US$)
300
May
200
100
June
July
August
42"S D
42"SD
405
395
390
380
42"H D
42"HD
410
418
410
405
50"HD
685
665
640
630
50"H D
0
M ay
Ju n e
Ju ly
A ugust
 Price falling but it’s been stabilized since May.
 Once risen price of 42” declined again in August but in slow phase.
 With the strong demand in Q3, price won’t be falling as much as previous quarter. It would rather be stabilized.
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OLED Market Issue
• CMEL - AMOLED
 AMOLED Sample Status
- Testing samples with 8 Major mobile phone makers: Passed 1st test in July and Final test in August.
- Supplying Samples: A Japanese Mobile Maker & a car navigation maker and two other mobile phone makers.
- Sample size: 2.2”, 2.4” & 2.6” QVGA
 Line Status
- Vacuum Metallization line: Currently 5K of 3.5G, plan to add 10K (two times by 5K).
- LTPS line: Using CMO’s 3.5G LTPS line (5K presumed).
- Yield: Currently showing 70% of daily yield.
 Product
- Initial products were 1.8”, 2.0” & 2.1” QCIF+ for sample production, however it withdrew those sizes due to lack of marketability.
- Currently it’s focusing on 2.0”.
- Planning to launch 3.9” model from 2008, the main model will be 4.2” car navigation use. (Intensively developing presently)
 Price Strategy
- Willing to offer 20% lower price than competitors (Secure the cost competitiveness from the Bottom Emission Type)
- Once it realizes 80% of yield ratio, the price will get close to LCD with 110%.
- Targeting 5~10% of price premium over LCD by 2008, AMOLED would be competitive.
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ITO Target Market Analysis
ITO Target Demand Forecast by Revenue
ITO Target Market Share by Maker in 2007
70,000
Samsung
Corning,
18.3%
60,000
Others, 2.2%
Nikko,
38.4%
Mil.Yen
50,000
Touch Panel
OLED
TN/STN LCD
PDP
TFT-LCD
40,000
30,000
Tosoh,
13.7%
20,000
Mitsui, 27.4%
10,000
 ITO Target market is expected 65.4 billion yen (US$ 532.82 Million)
0
2005
2006
2007
worth in 2007. CAGR from 2005~2007 is expected 17.9%.
 TFT-LCD is taking 60% of share in total ITO target demand. TN/STN
100%
90%
LCD volume and share are shrinking since the demand of these device
80%
has been declining.
Mil.Yen
70%
Touch Panel
OLED
TN/STN LCD
PDP
TFT-LCD
60%
50%
40%
30%
20%
 Touch panel market is growing with very rapid speed, however it
mainly concentrates on S/M size. Also the amount of ITO demand for
touch panel is quite small, therefore the share it takes in total ITO
market is only 0.9% in 2007.
 4 Major companies such as Nikko, Mitsui, Tosoh & Samsung Corning
10%
take 97% of market share, and Samsung Corning is expanding its
0%
2005
2006
2007
market share.
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PDP Material Market Analysis
PDP Material Market Forecast
Major PDP Makers
1,200,000
Core Material
Key Players
800,000
Barrier Rib
NEG, AGC, Daejoo, PDE, Yamamura
600,000
Dielectric Layer
PDE, Daejoo, AGC, NEG, Noridake
Protective Layer
LG Chem, Busan Chem, Kasei, Nichia, Nemoto
Phosphor
C&Chem, MMC, Tateho
Electrode
Noridake, DuPont, Toray, Taiyou, JSR, Cheil, LG RMC, Target
1000US$
1,000,000
400,000
200,000
0
2006
Barrier Rib
2007
2008
Dielectric Layer
2009
Electrode
MgO
2010
R,G,B
Market Share Status of Electrode
Key Players
Market Share
• PDP material market will be worth of US$ 600 million in 2007.
Noritake
0%
Dupont
35%
Toray
13%
Taiyou
19%
JSR
2%
Cheil Indus.
10%
LG RMC
10%
Target
11%
Total
• Electrode Market accounts the biggest portion in PDP material market by
US$ 450 million. The core material for Electrode is AG. Although the amount
used looks apparently small, but the price is very high.
• Therefore many companies are entering the market in recent days, as well
as various new methods have been developed such as off-set in order to
reduce the material cost.
100%
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LCD TV SET Price Analysis
LCD TV Price Trend - US
LCD TV Price Trend - Worldwide
2,000
2,000
1,800
1,800
32"
1,400
1,400
37"
1,000
800
1,000
800
40"
600
600
400
400
42"
200
37"
1,200
U S$
1,200
U S$
32"
1,600
1,600
40"
42"
200
0
0
M ar
Mar
A pr
M ay
Apr
Ju n
May
Ju l
A ug
M ar
Jun
Jul
Mar
Aug
A pr
Apr
M ay
Ju n
May
Ju l
A ug
Jun
Jul
Aug
32"
$1,025
$999
$971
$902
$891
$882
32"
$933
$916
$905
$826
$797
$777
37"
$1,297
$1,253
$1,192
$1,174
$1,177
$1,117
37"
$1,102
$1,066
$1,037
$1,033
$1,020
$932
40"
$1,621
$1,565
$1,500
$1,437
$1,430
$1,436
40"
$1,533
$1,466
$1,414
$1,344
$1,327
$1,328
42"
$1,729
$1,649
$1,566
$1,506
$1,467
$1,470
42"
$1,594
$1,511
$1,430
$1,364
$1,297
$1,284
 Worldwide average LCD TV price in August remained almost same with July.
 Price gap between 40” and 42” are narrowing.
 In US market average 42” LCD TV price is cheaper then 40”.
 Only 37” price fell sharply in August when other sizes remained steady.
 In US market 37” price went below $1,000 in August.
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PDP TV SET Price Analysis
PDP TV Price Trend - US
PDP TV Price Trend - Worldwide
2,500
2,500
2,000
2,000
42"H D
1,500
42"H D
U S$
U S$
1,500
1,000
1,000
50"H D
500
50"H D
500
0
0
M ar
A pr
M ay
Ju n
Ju l
A ug
M ar
Mar
Apr
May
Jun
Jul
Aug
42"HD
$1,496
$1,462
$1,304
$1,289
$1,280
$1,286
50”HD
$2,268
$2,209
$1,992
$1,957
$1,933
$1,920
A pr
M ay
Ju n
Ju l
A ug
Mar
Apr
May
Jun
Jul
Aug
42"HD
$1,340
$1,311
$1,127
$1,122
$1,100
$1,099
50”HD
$2,104
$2,067
$1,809
$1,796
$1,761
$1,727
 PDP TV price declined by 1.2% in August in Worldwide average.
 Both Worldwide and US PDP TV price has been stabilized since May.
 Average price of 42” HD PDP TV in US will go under $1,000 in September.
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Chapter 3
Report Introduction
1. PDP Module Manufacturing Cost Analysis & Forecast
2. LCD TV Market Trend & Cost Analysis
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PDP Module Manufacturing Cost Analysis & Forecast
Cost Structure Comparison
Strong Points :
1. Analysis of PDP module manufacturing cost by quarter.
2. Broken down to the detail components and parts for major sizes.
100%
90%
80%
42.0%
70%
50%
4. Tracing module price in every size.
40%
30%
6.5%
9.9%
8.3%
33.7%
35.2%
43.0%
20%
10%
Processing
Cost
PSU
60%
3. Enable to analysis future cost reduction trend with the forecast.
5. Analysis of 50” FHD module cost structure.
42.5%
37.1%
Circuit &
Driver
Panel
13.9%
14.5%
13.4%
42"HD
50"HD
50"FHD
0%
Contents
1. Overview
1,1. EXECUTIVE SUMMARY
1.2. PDP market issues in Q2'07
2. PDP Basic Structure
2.1 Panel
2.2. Circuit
2.3 Chassis
3. PDP Cost Structure
3.1. PDP Cost Structure
3.2. Major Material & Component
4. PDP Module Price Trend
4.1. 30inch range PDP module price trend
4.2. 40inch range PDP module price trend
4.3. 50inch range PDP module price trend
4.4. 60inch range PDP module price trend
5. PDP Cost Analysis (Q1’07 ~Q2’08)
5.1. 42inch HD
5.2. 50inch HD
5.3. 50inch FHD
6. Major Component Price Status
6.1. Panel
6.2. Chassis
6.3. Logic
6.4. Driver
6.5. Circuit/IC
6.6. FILTER
6.7. POWER SUPPLY UNITS
[ LIST OF FIGURE ]
[ LIST OF TABLE ]
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LCD TV Market Trend and Cost Analysis
LCD Panel Margin Analysis
LCD Panel Cost Structure
SG&A
O/H
Strong Points :
DEP.
1. Enable to analyze LCD TV panel price trend.
LCD Panel Manufacturing Price
Labor
PC B
D-IC
2. Various methods of Analysis for all the details components in
LCD TV.
LCD Panel Selling Price
3. Cost Forecast for one year.
4. Understand the LCD TV market trend by panel and SET
shipment analysis.
BLU
Others
POL
L/C
5. Cost analysis of LCD panel and LCD TV SET in various sizes.
C /F
Glass
7. LCD TV Panel Cost Competitiveness Analysis
Contents
1. Introduction
2. LCD TV Panel Shipment Trend Analysis by Type
2.1. LCD TV Panel Shipment Trend Analysis by Type
2.2. LCD TV Panel Shipment Trend Analysis by Company
3. LCD TV Panel Price Trends
3.1. 10", 20" range
3.2. 30", 40" range
4. LCD TV SET Shipment Trend Analysis by
4.1. LCD TV SET Shipment Trend Analysis by Type
4.2. LCD TV SET Shipment Trend Analysis by Company
5. LCD TV SET Price Trends
5.1.
5.2.
5.3.
5.4.
LCD
LCD
LCD
LCD
TV
TV
TV
TV
SET
SET
SET
SET
Price
Price
Price
Price
Trends
Trends
Trends
Trends
-
10"
20"
30"
40"
range
range
range
range
6. LCD TV SET Shipment Forecasts
6.1. LCD TV SET Shipment Forecasts by Type
6.2. LCD TV SET Shipment Forecasts by Region
7.1.
7.2.
7.3.
7.4.
7.5.
7.6.
7.7.
Introduction
26" LCD TV PANEL
32" LCD TV Panel
37" LCD TV Panel
40" LCD TV Panel
42" LCD TV Panel
46" LCD TV Panel
8. LCD TV SET Cost Competitiveness Analysis
8.1.
8.2.
8.3.
8.4.
8.5.
8.6.
8.7.
Introduction
26"WXGA LCD TV Cost Analysis
32"WXGA LCD TV Cost Analysis
37"WXGA LCD TV Cost Analysis
40"WXGA LCD TV Cost Analysis
42"WXGA LCD TV Cost Analysis
46"WUXGA LCD TV Cost Analysis
9. Conclusion
10. Index
All contents of this file are copyright by the author and Displaybank [21]
September Display Market Update
Date
September 27(Thur). 2007, 3:00pm(PST), 5:00pm(CST), 6:00pm(EST)
Program
Chapter 1. Latest Industry Issues
•Issues in September
Chapter 2. Monthly Market Update
1. Large Area TFT-LCD Panel
Speaker
Sue Chung (Displaybank Introduction & Chapter 1): 10 minutes
Jusy Hong (Display Market Analysis): 20 minutes
Q&A: 5 minutes
Total: 35 minutes
•Shipment Trend (by August)
•Price Trend (by September)
2. Plasma Display Panel
•Shipment Trend (by August)
Participate fee
Complementary with Free Presentation Material
•Price Trend (by September)
3. OLED
•Market Issues
4. Component & Materials
•TFT-LCD use Metal Layer Market Analysis
Inquiry
Sue Chung ([email protected])
Jusy Hong ([email protected])
•Touch Screen Market Analysis
5. SET Price Analysis
•Flat TV SET Price Trend
Chapter 3. New Report Introduction
All contents of this file are copyright by the author and Displaybank [22]
Thank You~
• Presentation material will be delivered to you via e-mail after the Webinar.
• If you have any question about presentation, please contact the person below or you can visit Webinar Q&A board in our Website.
Sue Chung ([email protected])
Jusy Hong ([email protected])
All contents of this file are copyright by the author and Displaybank [23]