Market Intelligence – Transparent displays are certainly not on the top of the list of exciting display technologies. However, with Samsung and LG introducing transparent displays for professional markets, there is some question of the market potential for this technology. So far the transparent panels were marketed toward applications in retail or appliances like refrigerator doors.
NanoMarkets estimates that the total market for transparent displays is currently about $10 million,but it will reach $670 million by 2021. The interesting part is its interpretation of the developing market for transparent displays. It does not see professional markets as the driver behind this growth, but the mobile world of smartphones and tablets.
From a technology standpoint, development is still ongoing, aiming at increasing the size of the transparent panels and increased transmissivity. The transmissivity is around 40% at best, and the market players try to increase this value to provide a better value to the consumer. NanoMarkets looked at the product, market and technologies strategies of the involved companies and concluded that the mobile device market is the target for all involved companies. They also see transparent OLED displays growing in importance, even though transparent LCD will still make up over 80% of the market.
The firm also expects other applications to develop toward the end of the forecast period. These applications include wearable computing (HUDs/HMDs, smart glasses, and “smart” watches); retail applications (digital signage, billboards, display cases, advertising windows); and automotive (in-windshield displays, dashboard HUDs, rear view mirrors). -Norbert Hildebrand
Display Central Comment
I’m still not sure how the transparent OLED makers are going to create black. Transparent OLEDs are very impressive, but the lack of black is an issue that I haven’t seen an answer to, yet. The figure of 40% is not for LCDs, which are currently a long way behind this. In Europe, companies that sell frozen food, and would be the biggest market for fridge doors are under huge pressure to reduce their power consumption, already. Adding displays that introduce some heat really works against that trend. (BR)