Every Samsung Galaxy S flagship released since the original model launched in 2010 has been equipped with a Super AMOLED screen, and over the past several years Samsung Display continued to improve Super AMOLED technology to the point where it was able to compete with, and arguably surpass LCD technology. Needless to say, Samsung Display is the main reason why Super AMOLED technology became widely spread in the world of smartphones, and according to a recent report from Business Korea, Samsung Display's market share is bound to increase even further.
According to market analysis from research firm IHS, last year Samsung Display's 9-inch and smaller panels have accounted for 23% of the market. The company was followed by Japan Display with 16% of the market, LG Display (14%), Sharp (now largely owned by Foxconn) with 10% of the market, and lastly Innolux with 5% market share. According to the report, Samsung Display's success can be linked to AMOLED technology. Samsung not only uses Super AMOLED displays in most of its smartphones but more recently the company also widened its client portfolio and supplied Super AMOLED panels to more Chinese smartphone makers, including Huawei. As a result, AMOLED shipments for high-end terminals have increased by 54% year-on-year compared to 2015. At the same time, shipments for a-Si TFT LCD panels have decreased by 10% whereas LTPS TFT LCD shipments have increased by 10%. Reportedly, this is due to the fact that LTPS TFT LCD technology can be viewed as a precursor to OLED panel manufacturing, reason why several display manufacturers from China have apparently refocused their efforts towards LTPS TFT LCD production.
In any case, because the Samsung Galaxy S7 series also uses Super AMOLED display technology, and given the fact that the company's new premium lineup is already highly successful, researchers believe that Samsung Display's market presence is bound to have increased in the first quarter of 2016. Furthermore, Samsung is beginning to use Super AMOLED panels for a wider range of smaller budget-friendlier smartphones in its portfolio, all the while Chinese smartphone makers are starting to do the same. With that in mind, analysts seem to agree that Samsung Display is winning the market and that Super AMOLED technology is becoming increasingly popular in China. It remains to be seen what mark will be left by this market shift over LCD display suppliers around the world.