据外媒报道，市场研究公司Counterpoint Research称，鉴于OLED智能手机近年来的受欢迎程度激增，它预计今年全球OLED智能手机的销量将超过6000万部，同比增长46%。

Counterpoint Research称，“具有大屏幕、高刷新率和可折叠功能的OLED智能手机已成为智能手机行业发生积极变化的关键技术。随着包括华为、小米和vivo在内的中国手机公司计划展示售价在300美元到500美元之间的中档OLED智能手机，全球对OLED智能手机的需求将大幅上升。”

OLED显示屏已成为全球旗舰智能手机基本规格的一部分。最近，这种屏幕已被中端智能手机采用，这进一步刺激了这个本已快速增长的细分市场。

如果中国智能手机公司推出低于200美元的OLED智能手机，那么OLED智能手机市场的增长将远远超过当前的预期。

该研究公司预计，在2020年，三星电子将以71%的份额位居OLED智能手机市场老大位置。OPPO将以51%的比例位居第二，紧随其后的是苹果(50%)、vivo(45%)、华为(33%)和小米(30%)。

全球智能手机制造商开始争相采用OLED技术，因为它满足了观看大容量视频和高清游戏的市场需求。

OLED响应速度快、耗电量低，同时对比度更好、亮度更高、视角更全、色彩范围更广、刷新率更快以及设计更简单。它可以实现超薄、可卷曲、可折叠的显示屏。

正因如此，许多面板企业正在迅速转向OLED技术。根据市场研究公司HIS Market的数据，在2019年第三季度，三星Display公司的OLED市场份额达到了90.5%，成为了行业内占主导地位的领跑者。(腾讯科技审校/乐学)

Global sales of smartphones with AMOLED panels are set to surpass 600 million units by the end of 2020 with a YoY growth of 46%, according to the latest research from Counterpoint’s Display Market Outlook service. The growth will be coming from the diffusion of AMOLED into mid-tier price bands, driven by Chinese brands like Huawei, Vivo, OPPO, realme, and Xiaomi, as they seek to differentiate their offerings.

Commenting on the market dynamics, Tarun Pathak, Associate Director, said, “Displays drive a major part of the overall smartphone experience. In 2019 smartphone displays gained a lot of attention in a bid to attract users to upgrade their smartphones. Some notable supply chain efforts included reducing the screen to body ratio, increasing the refresh rate, changing the form factor (foldable) or innovating with other components to get more real estate for the display (smaller notch, punch hole camera, pop-up camera, in-display fingerprint sensor, image sensors). These innovations further drove the growth of AMOLED as the technology is best suited to leverage these trends thanks to superior image quality, reduced power consumption and flexible form factors, among other things. Hence, we believe that AMOLED-based smartphones will remain in demand with Chinese smartphone brands aggressively adopting them for their mid-tier portfolio. AMOLED panels are already a default choice in premium-tier smartphones”

Commenting on brand performance, Jene Park, Senior Research Analyst at Counterpoint Research said, “Samsung remained the leading smartphone vendor, capturing 45% of the total AMOLED smartphone sales in 2019 followed by Apple with 16% share and OPPO with 11% share. However, all the leading brands have launched their flagships in 2019 with AMOLED panels. But Chinese players led by Huawei, OPPO, Vivo, and Xiaomi have now adopted OLED panels in their mid-tier portfolios ($300-$500) to differentiate their products. This is one of the key reasons for the growth of AMOLED smartphones. In future we expect these brands to further bring the AMOLED smartphones to the sub-$200 price tier in 2020. Apple is also likely to go for an all OLED portfolio in its next launch cycle. These factors will further lead to the growth of AMOLED based smartphones in 2020”.

Exhibit 1: AMOLED-based Smartphones Penetration within Key Brands’ Portfolios – 2020

Source: Counterpoint Research Display Market Outlook Dec 2019

Although AMOLED is a preferred choice for smartphone brands there are still some reservations that might lead to a slower transition from LCD to OLEDs. One factor being production capability. Samsung display currently accounts for close to 90% of the OLED panel market. Other brands that have LCD fabs like BOE, Tianma, CSOT are transitioning fast but might take some time to arrive with good volume. Additionally, the demand for AMOLED in other product categories like wearables, TVs will further put a supply constraint on existing OLED panel makers. Furthermore, the majority of the other smartphone brands in sub-$200 will continue to use LCD panels. Hence we believe that AMOLED’s growth will be upwards but a lot will also depend on the production capacity of the panel makers.