Introduction: Navigating the Competitive Landscape of Smartphone Displays
Competition in the mobile phone display market is becoming more intense than ever. The growth of the market is being driven by the speed of technology, the changes in the expectations of consumers, and the growing emphasis on sustainability. Competition for leadership is fierce. The leading players, including system integrators, IT vendors, and new AI companies, are focusing on the use of advanced technology such as data analysis, the Internet of Things, and biometrics to improve the user experience and the efficiency of the operation. The emphasis of the original equipment manufacturers is on high-resolution displays and energy-saving technology, while the IT vendors are putting the focus on seamless integration and automation. The new entrants are introducing green solutions that meet the expectations of consumers who are increasingly concerned about the environment. Strategically, the trend is towards the establishment of local production and the strengthening of supply chains in the region. In Asia-Pacific and North America, the mobile phone display market is expected to grow at a rapid rate. It is important for C-level managers and strategists to be agile, to respond to the rapid changes in technology and in the preferences of consumers that will shape the mobile phone display market in the coming years.
Competitive Positioning
Full-Suite Integrators
These vendors provide a total solution encompassing both display and integration of mobile phones.
| Vendor | Competitive Edge | Solution Focus | Regional Focus |
|---|
| SAMSUNG |
Leading OLED technology innovator |
OLED displays |
Global |
| LG Electronics Inc. |
Diverse display technologies |
LCD and OLED displays |
Global |
| Apple Inc. |
Premium product ecosystem integration |
Custom display solutions |
Global |
Specialized Technology Vendors
These companies focus on specific display technologies, enhancing performance and innovation.
| Vendor | Competitive Edge | Solution Focus | Regional Focus |
|---|
| Japan Display Inc. |
Expertise in LCD technology |
LCD displays |
Asia, North America |
| Sony Corporation |
High-quality imaging technology |
Advanced display solutions |
Global |
| Sharp Corporation |
Innovative IGZO technology |
LCD displays |
Asia, North America |
Infrastructure & Equipment Providers
These vendors supply essential components and equipment for display manufacturing.
| Vendor | Competitive Edge | Solution Focus | Regional Focus |
|---|
| Toshiba Corporation |
Strong semiconductor technology |
Display driver ICs |
Global |
| Fujitsu Ltd. |
Robust manufacturing solutions |
Display technology infrastructure |
Asia, Europe |
| Mitsubishi Electric Corporation |
Expertise in large-scale displays |
Display systems and components |
Global |
| Motorola Inc. |
Innovative mobile technology integration |
Smartphone display solutions |
North America, Latin America |
Emerging Players & Regional Champions
- The Boe Technology Group (China): The company is a specialist in OLED and LCD screens. It has recently signed contracts with several major phone manufacturers to supply them with flexible displays. With its combination of low prices and innovation, it is threatening the dominance of the likes of Samsung and LG.
- The Chinese company Visionox Technology is a specialist in AMOLED screens and has developed an advanced technology for reducing light-emitting diode (LED) backlights. It has just signed a contract with a major mobile phone brand for a flagship model, putting it in a strong position to compete with established OLED suppliers.
- Japan Display Inc. (Japan): Provides high-resolution LCD and OLED displays. Recently, it formed a joint venture with a local smartphone manufacturer to develop its display technology. By providing localized solutions, it is a supplier that complements the existing suppliers.
- The E Ink Company (Taiwan): E-Ink is a manufacturer of e-paper, but it is also a manufacturer of low-power screens for smart phones, and it is a rare challenge to traditional display technology in the world.
- Innolux (Taiwan): The company has recently increased its production capacity to meet the demand for OLED and LCD products, and has positioned itself as the "regional champion" among the larger companies.
Regional Trends: In 2024, the market for mobile phones is undergoing a shift in favor of OLED displays, especially in Asia, driven by the demand for better quality and greater energy efficiency. Emerging players are concentrating on the development of new display solutions, such as flexible and under-display, while established players are responding with enhanced product offerings. In addition, localized alliances and joint ventures are increasingly being used to meet the specific needs of individual regions.
Collaborations & M&A Movements
- The two companies, which have entered into a partnership to develop the next generation of OLED technology, will jointly improve the quality of the display and reduce the cost of production.
- The reason for this is that, with the help of the LuxVue micro-LED technology, the future models of the iPhone are expected to take a strong position in the high-end market.
- The two companies are collaborating on flexible display technology for future Xiaomi phones, and together they hope to take a larger share of the market for smart phones.
Competitive Summary Table
| Capability | Leading Players | Remarks |
|---|
| High Refresh Rate Displays |
Samsung, Apple, OnePlus |
The Galaxy S8 has a 120 fps display that improves gaming and video playback. The iPhone X Pro has ProMotion, which makes the refresh rate variable up to 120 fps, which makes for a better experience. OnePlus, which has a gaming-oriented crowd, has also adopted high refresh rates in its flagship models. |
| OLED Technology |
LG Display, Samsung, BOE Technology |
The OLED technology of LG Display is known for its vivid colours and deep blacks. It is widely used in premium mobile phones. AMOLED displays from Samsung are known for their high contrast and energy efficiency. The comparatively low price and good quality of the OLED screens from BOE Technology have made them increasingly popular. |
| Under-Display Camera Technology |
Xiaomi, Samsung, ZTE |
The Mi MIX 4 is the first full-screen phone without a notch. It's not the only one. The new generation of the Samsung Galaxy S10 also tries to explore this technology, and the goal is to have a seamless design. ZTE Axon 20 was the first to achieve this and was praised as an innovation. |
| Sustainability Initiatives |
Apple, Samsung, Google |
The company has already committed itself to using recycled materials in its displays and to developing a closed-loop system of manufacturing. And the company has set a goal of making its products with low energy consumption. The Pixel line was designed to be more sustainable, with a particular focus on the use of recycled materials in the display. |
| Enhanced Touch Sensitivity |
Apple, Samsung, Huawei |
The touch-screen technology of the iPhone is excellent, and it is particularly well suited to gaming and drawing. The Galaxy devices from Samsung are also very responsive, but their high-resolution screens make them less accurate. The Mate series from Huawei is also well suited to creative professionals. |
Conclusion: Navigating the Competitive Smartphone Display Landscape
The smartphone display market will be characterized by intense competition and a high degree of fragmentation by 2024, with a large number of both established and new companies vying for market share. Brand-name manufacturers will be able to use their superior technology and brand-names to establish a strong foothold, while newcomers will compete mainly on the basis of innovation and niche markets. However, in Asia-Pacific and North America, where consumer preferences are evolving rapidly, demand for sustainable, flexible displays is expected to increase. Consequently, to establish a leadership position, display manufacturers must place a high priority on AI-driven design, automation of production processes, and the use of sustainable materials. These developments will also require strategic investment by all companies operating in the market.
