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Low-cost LED seen to drive market in 2012

Posted: 15 Dec 2011 ?? ?Print Version ?Bookmark and Share

Keywords:LED display? backlight market? TV market?

WitsView has recently given a LED market forecast focusing on backlight. The research arm of TrendForce Corp. noted that this year, LED backlight design centered on reducing the number of LED lightbars required in order to close the price gap with CCFLs. Brand vendors were initially optimistic about the LED backlight market growth this year, estimating that LED penetration rate could reach 50-60 percent. But the poor global economy drastically dragged end market demand.

Budget-priced products became the prime choice among consumers. The persisting price gap between LED and CCFL displays continued to discourage potential buyers from choosing LED displays. Moreover, brand vendors also needed to clear some of their CCFL displays inventory, resulting in the overall LED TV and LED monitor penetration rates to reach only 41.6 percent and 39.7 percent this year, respectively.

LED monitor market

Table 1: 2012-2014 LED Monitor market penetration rate. (Source: WitsView)

Boyce Fan, research manager at WitsView, stated that to effectively stimulate LED display sales next year, the market focus in the backlight design will migrate toward lowering material costs and brightness level. This year, the mainstream 380 nits (nt) edge-type LED backlight will be replaced by the 330nt direct-type design next year. By taking the 32in display as an example, using the new approach, the LED package usage can be reduced from 80-35 pieces. Another inherent advantage is that, for light distribution, only the diffuser plate is needed while the expensive light guide plate is no longer required. This material cost advantage closes the cost difference between 32in LED and CCFL models to a mere $7. Undoubtedly, the direct-type design will significantly help boost the sales of LED displays.

LED TV market

Table 2: 2012-2014 LED TV market penetration rate. (Source: WitsView)

As LED displays gradually become more prevalent, it is starting to constrain the supply of CCFL models. Coupled by the price increase in relevant fluorescent materials used in the CCFL, it has forced some CCFL suppliers to decide to exit the market. Beginning next year, WitsView believes that with the decrease in the CCFL supply, it will further spur brand vendors in promoting relevant LED products. The more cost-effective LED models should see a growing opportunity in replacing their CCFL counterparts in becoming the new mainstream choice among consumers. In general, WitsView projects that by next year, LED TV market penetration rate will climb to 68.4 percent, while LED monitors will exceed the 70 percent mark, reaching 71.9 percent.

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