Samsung maintains worldwide LCD-TV lead in Q2

EL SEGUNDO, USA: Samsung Electronics Co. Ltd. in the second quarter maintained its lead in the global LCD-TV market, partly due to a surge in shipments of its LED-backlit sets, according to iSuppli Corp.

Samsung’s worldwide LCD-TV shipments for the second quarter amounted to 5.7 million units, up 605,956 from 5.1 million in the first quarter, the largest unit increase of all LCD-TV brands during the quarter. The 12 percent growth gave Samsung a market share of 18.5 percent.

“Samsung in the second quarter was very aggressive in introducing and marketing LCD-TVs that featured LED backlights,” said Riddhi Patel, principal analyst, television, for iSuppli. “This put Samsung at the forefront of this fast-growing technology trend, helping to boost the company’s sales during the period.”

Unlike traditional Cathode Ray Tube (CRT) televisions that generate their own light, LCD-TVs require an additional illumination source—or backlight—in order to present a visible image. LCDs historically have employed Fluorescent Lamps (CCFLs) as backlights. However, because of price reductions, LEDs in recent years have become a viable alternative to CCFLs.

LEDs deliver multiple advantages compared to CCFLs, including greater power savings, thinner form factors and the elimination of toxic materials employed in CCFL manufacturing.

Worldwide shipments of LCD TVs with LED backlights rose to 604,000 units in the second quarter, up 75 percent from 345,000 in the first. Shipments of such sets are expected to rise by 170 percent in the third quarter and by another 20 percent in the fourth quarter.

For all of 2009, shipments of LCD-TVs with LED backlights are predicted to reach 4.5 million units, up by more than a factor of 10 from 438,000 in 2008. By 2013, shipments will rise to 98.8 million, accounting for 42.5 percent of the global LCD-TV market.

Sales rise for both high-end and low-end LCD-TVs
Global LCD-TVs shipments rose to 30.7 million units in the second quarter, up 14.1 percent from 26.9 million in the first.

“Consumers in the second quarter continued to buy more LCD TVs despite the economic downturn due to the introduction of more advanced models and because of price declines for older sets,” Patel observed.

Consumers in developed economies who already have purchased flat-panel sets now are buying replacement or additional LCD-TVs that have enhanced features. In addition to LCD-TVs with LED backlights, these consumers are purchasing larger televisions and sets with faster refresh rates, i.e., 120Hz and 240Hz, which yield higher-quality pictures and superior presentation of fast motion.

Meanwhile, retail prices for older models declined in the second quarter, despite a glass shortage that has driven up pricing for some LCD panels. The price drops attracted first-time LCD-TV buyers, as well those with lower incomes and consumers in developing economies.

Global average selling price for all LCD-TVs remained flat in the second quarter compared to the first. However, pricing for the most popular size range for LCD-TVs, i.e., 30- to 34-inches, decreased by 4 percent sequentially in the second quarter.

“While panel prices may have risen, LCD-TV makers have taken some reductions on their margins to reduce pricing and maintain sales momentum,” Patel said. “Furthermore, in some cases, retailers are willing to compromise on their mark-ups to ensure the ongoing uptake of these sets.”

On a percentage basis, the fastest growth in the second quarter was achieved by LG Electronics, whose shipments rose by 20 percent to reach 3.5 million units, up from 2.9 million in the first quarter.

“LG’s strong growth was due to the company’s increased shipments to the emerging markets, where consumers are now looking at buying their first LCD TVs,” Patel said.

The figure presents iSuppli’s ranking of the Top-5 LCD-TV brands in the second quarter.

iSuppli: Quarterly Global Ranking of the World's Top-Five LCD-TV Brands (Ranking by Percentage of Global Unit Shipments)Source: iSuppli, Sept. 2009

Top five makers to produce 89.2pc of global large-area TFT LCDs by area in 2009

AUSTIN, USA: Production of TFT LCD panels is continuously evolving, as different panels of different sizes and applications are made on the most appropriate generation fabs based on utilization and cost efficiency.

In unit terms, 34.3 percent of large-area (10”+) TFT LCD panels were made on Gen 7 lines in Q1’09, up from 32.5 percent in Q4’08, according to the latest DisplaySearch Quarterly Large-Area Production Strategy Report. DisplaySearch defines Gen 7 to include 1870 × 2200 mm and 1950 × 2250 mm (defined by some as Gen 7.5) substrate sizes.

In Q1’09, 2.3 percent of all panels were produced on Gen 4 and below, 24.4 percent on Gen 5, 4.4 percent on Gen 5.5, 23.9 percent on Gen 6, 34.3 percent on Gen 7, and 10.8 percent on Gen 8, in unit terms (see Table 1).

TFT LCD makers are shifting more production to larger fabs. In Q1’10, the share of large-area TFT LCD panels produced on Gen 8 lines (which DisplaySearch defines to include 2160 × 2460 mm and 2200 × 2500 mm sizes) will increase to 19.4 percent, and 2.8 percent will be produced on Gen 10 lines.

Table 1: Large Area TFT LCD Production Unit Share by Fab GenerationSource: DisplaySearch Quarterly Large-Area Production Strategy Report

By application in Q1’09, 77.6 percent of mini-note PC (netbook) panels and 82.8 percent of notebook PC panels were made on Gen 5 lines. Since Gen 5 glass substrates are in shortage, the supply of notebook PC panels is expected to be tight in the next few months. About 3.4 percent of notebook panels were made in Gen 6, mainly by LG Display and CPT.

In Q1’09, 43.2 percent of monitor panels were made on Gen 5 lines, the first time Gen 5 production of monitor panels fell below 50 percent. DisplaySearch forecasts that in Q4’09, 55.7 percent of LCD monitor panels will be made in Gen 6 and larger fabs. Interestingly, 4.4 percent of LCD monitor panels were made on Gen 8 lines in Q1’09, solely due to Samsung 18.5”W and 21.5”W monitor panels.

In terms of TV, Gen 7 has a 47.7 percent share of TV panels; 29.8 percent were made on Gen 6 lines and 16.4 percent on Gen 8. In Q4’09, DisplaySearch forecasts that 28.4 percent of TV panels will be made on Gen 8 lines, compared to 23.3 percent on Gen 6.

The DisplaySearch Quarterly Large-Area Production Strategy Report discloses TFT LCD suppliers’ production plans, by size, application and generation. The top five TFT LCD makers are expected to account for 89.2 percent of panel production by area in 2009, a big leap from the 74.8 percent in 2008.

In total, TFT LCD makers are planning to input 105 million square meters of glass substrate for large-area panels in 2009, which represents 15.5 percent growth from the 90.9 million square meters in 2008.

Samsung is expected to lead TFT LCD production with 28.9 million square meters input in 2009, or 27.5 percent of the total, followed by LG Display at 25 million square meters, or 23.8 percent share. AUO is expected to rank third with 17 million square meters and 16.2 percent share, followed by CMO at 16.8 million square meters and 16 percent share, and Sharp will be fifth with 6 million square meters input and 5.7 percent share.

“DisplaySearch expects that TFT LCD production will experience another new wave of changes as Gen 8 production is increasing, and Gen 10 is expected to come on line by Q4’09. Production of smaller size panels in large fabs will increase, as it enables flexibility, and this will change the product mix,” said David Hsieh, vice president of DisplaySearch and leader of large-area TFT LCD research.

Hsieh continued: “Many monitor and TV panels are produced on the same generation lines, so when TV panels are in shortage, the monitor panel market becomes tight as well. On the other hand, the high production share of the top five large-area TFT LCD panel suppliers indicates that the large-area TFT LCD market is moving to new level of concentration.”