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Analyst: AMOLED TVs won’t take off until 2015

Posted at 25 January 2012 19:12 CEST by Justin_Massoud

Active-matrix organic light emitting diode (AMOLED) TVs may be the next big thing for home viewing entertainment, but like most new tech faces several obstacles on the way to mainstream adoption. Mammoth launch prices and myriad supply issues will hinder big-screen AMOLED sets in their first two years on the market, said research group IHS iSuppli.

Image credit: Kitguru.net

Manufacturing issues and pricey materials means higher-than-normal price tags for ultra definition 3D AMOLED TVs, said Vinita Jakhanwal, director of small/medium and OLED displays at IHS.

“A 55-inch AMOLED TV will be priced at $8,000 in 2012, more than twice the $3,700 average expense for an equivalent LCD TV,” said Jakhanwal. “And although AMOLEDs deliver a dramatically superior viewing experience compared to LCDs, consumers are unlikely to buy large quantities of AMOLEDs until their prices fall to within a 20 percent premium of comparable LCD TVs.”

AMOLED displays are mostly used in smartphones, though Sony has included a 5-inch multi-touch version in its new handheld gaming system the PS Vita.

According to Jakhanwal and co., AMOLED TV manufacturers will ship just 34,000 units this year and around 2.1 million in 2015. Leading the way in the burgeoning market are Samsung and LG. The CE giants showed off 55-inch AMOLED monsters at this year’s CES. Both are loosely scheduled for a late 2012 release.

What would be the magic number for you to adopt a new standard of HD? Let us know in the comment section.

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There are 3 comments

olddancer
MyCE Senior Member
Posted on: 25 Jan 12 20:51
    “A 55-inch AMOLED TV will be priced at $8,000 in 2012, more than twice the $3,700 average expense for an equivalent LCD TV,” said Jakhanwal. “And although AMOLEDs deliver a dramatically superior viewing experience compared to LCDs, consumers are unlikely to buy large quantities of AMOLEDs until their prices fall to within a 20 percent premium of comparable LCD TVs.”

    $8000.00? More like $16,000.00. AMOLED like LCOS has been tried and abandoned by pretty much everybody. No arguments that it's wonderful tech but the cost is just too prohibative.
    I think Sony still has a few 11" OLEDs kicking around at the bargain price of $2500.00.
    tmc8080
    MyCE Resident
    Posted on: 27 Jan 12 00:52
      These numbers seem like 2015 is a stretch.. the pricing premium at more than 10% will drop off demand significantly. Consumers can't drop thousands on a big screen TV the way they used to.. also amoled's are not being used alot as PC monitors because the technology doesn't have as much fast motion clarity as current LCD technology-- with response times averaging 5ms or higher!
      DukeNukem
      MyCE Resident Commenter
      Posted on: 27 Jan 12 18:45
        Quote:
        Originally Posted by olddancer
        “A 55-inch AMOLED TV will be priced at $8,000 in 2012, more than twice the $3,700 average expense for an equivalent LCD TV” .
        Who's selling LCD televisions for $3,700? I can get a 60" for under a grand.

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