Reflective Color LCD Core Technology

Reflective Color LCD Core Technology

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Description: Medium-term Management Goals:3 years: Achieve an overwhelming leading position in the smartphone market, 5 years: More than 30% of sales derived from non-mobile display business (automotive, reflective LCD, OLED). Business development:JDI’s Reflective Color LCD Core Technology-Short battery life for mobile devices, Poor visibility outdoors, Reflective LCD solves transmissive LCD problems. Benefit of Reflective LCD-Ultra-Low Power:Backlight unnecessary in illuminated areas -> Saves power, Memory in Pixel (MIP) -> More power saving.

What is “Memory in Pixel” (MIP)! Each pixel has built-in-memory (SRAM*), Data writing to memory for each frame unnecessary as each pixel holds data, Result: ultra-low power consumption, Uses LTPS-CMOS technology. JDI Core Technology-Summary:JDI will make changes to everyday life through innovations in reflective color LCD, Problems for customers-Battery runs out quickly,Poor visibility in sunlight,Problems with transmissive LCD,Problems with OLED(self-luminous). Wearable Devices:Target mkt: Sports watches/health care products, leveraging MIP’s low-power consumption-High visibility and long battery life requirements fulfilled.

Industrial Devices:Target mkt: Industrial products used outdoors and/or with batteries-High visibility and color display for outdoor use Long battery life, light/small form factor. Electronic Shelf Label and PoP:Target mkt: Supermarkets, convenience stores, drug stores, high-class specialty stores (liquor, meat, fresh foods, et ...Please navigate Paper pages for more details.

 
Author: Shuji Aruga (Fellow) | Visits: 1175 | Page Views: 1659
Domain:  High Tech Category: Displays Subcategory: Business 
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Contents:
New Business Development:
JDI’s Reflective Color LCDs
Strengthening our non-mobile product
portfolio and BtoB business

Shuji Aruga

Director and COO
June 15, 2015

Agenda
I.

Medium-term management goals
• Non-mobile business sales ratio 30%+ by FY2020

II.

Business development: JDI’s reflective color LCDs
1. JDI’s reflective color LCD core technology
2. Reflective color LCD applications
3. Target markets (growth expectations, core tech & customer value)
(1) Wearable devices
(2) Industrial devices
(3) Electronic shelf lables & PoP
(4) Special-purpose PC monitors/readers
(5) Digital signage

III. Summary
• Sales target
2
Copyright © 2015 Japan Display Inc. All Rights Reserved.

I. Medium-term Management Goals
■ 3 years: Achieve an overwhelming leading position in the
smartphone market
■ 5 years: More than 30% of sales derived from non-mobile
display business (automotive, reflective LCD, OLED)

Sales

Mobile display

Automobile

Non-mobile
display

Time

Reflective LCD
5 years

OLED
3
Copyright © 2015 Japan Display Inc. All Rights Reserved.

II. Business development:
JDI’s reflective color LCDs

4
Copyright © 2015 Japan Display Inc. All Rights Reserved.

1. JDI’s Reflective Color LCD Core Technology
Problems for customers
(1) Short battery life for mobile devices

Battery quickly depleted!

(2) Poor visibility outdoors

(indoor)

(outdoor)

■ Reflective LCD solves transmissive LCD problems
Copyright © 2015 Japan Display Inc. All Rights Reserved.

5

Benefit of Reflective LCD ー Ultra-Low Power
■ Backlight unnecessary in illuminated areas  Saves power

Power consumption

■ Memory in Pixel (MIP)  More power saving
100%

Backlight
Data
writing

No backlight
Approx.
20%

Motion video

Transmissive LCD

MIP
Approx. less than
0.5%*

Still images

Reflective LCD
*JDI estimates
Copyright © 2015 Japan Display Inc. All Rights Reserved.

6

What is “Memory in Pixel” (MIP)?

■ Each pixel has built-in-memory
(SRAM*) * Static Random Access Memory
■ Data writing to memory for
each frame unnecessary as each
pixel holds data.
 Result: ultra-low power consumption

Reflected
light
Liquid
crystal
Pixel
electrode

■Uses LTPS-CMOS technology

SRAM

TFT

Memory In Pixel (MIP)
Copyright © 2015 Japan Display Inc. All Rights Reserved.

7

Reflective Color LCD Issues
■ Color filter reduces reflectivity ratio and darkens screen.

Reflects all light
Light

Reflects only each
RGB color

Reflectivity (brightness)

Light

Gets dark

Blue
Pixel

Monochrome

Green
Pixel

Red
Pixel

Color

Copyright © 2015 Japan Display Inc. All Rights Reserved.

8

Reflective Color LCD Reflectivity Remedies
JDI’s three core technology improvements
Mono

Reflectivity

JDI core tech (3)
WhiteMagic™
JDI core tech (2)
Pixel electrode
material
JDI core tech (1)
Scattering

Color

Brightness
(image)
Monochrome

Color

LCF

Ag

RGBW
Copyright © 2015 Japan Display Inc. All Rights Reserved.

9

JDI Core Technology (1) ー Scattering
■ Improves reflectivity by optimizing LCF
(light control film) characteristics
Visible

Conventional technology
Internal scattering

Reflectivity

Scattering in all directions
 Dark

Not visible

Light

Not visible

Pixel electrode

JDI core tech (1)
Scattering

JDI core technology

Visible
Light

RGBW

Ag

LCF

Directional scattering
 Bright
Color

Monochrome

LCF (light control film)
Optical scattering layer

Pixel electrode

Copyright © 2015 Japan Display Inc. All Rights Reserved.

10

JDI Core Technology (2) ー Pixel Electrode Material
■ Highly reflective silver metal used in
reflective electrodes

RGBW

Ag

LCF

Color

Monochrome

JDI core tech (2)
Pixel electrode
material

100
Reflectivity

Reflectivity

- Developed process technology
using silver

80

JDI core tech

Conventional tech

Ag
Al

Wavelength
Copyright © 2015 Japan Display Inc. All Rights Reserved.

11

JDI Core Technology (3) ー WhiteMagic™
■ WhiteMagic™ improves reflectivity
JDI core tech

RGB

Reflectivity

Conventional tech

RGBW

JDI core tech(3)
WhiteMagic™

Reflectivity
RGBW

Ag

LCF

Color

Monochrome

WhiteMagic™ algorithm

High reflectivity
Maintains RGB ratio &
image quality

R1

R0

G0

B0

Input data

G1

B1

Increases
reflectivity

W1

Insert white pixel

Copyright © 2015 Japan Display Inc. All Rights Reserved.

12

JDI Core Technology ー Summary
JDI will make changes to
everyday life through innovations
in reflective color LCD

Problems for customers
・Battery runs out quickly
・Poor visibility in sunlight
 Problems with transmissive
LCD
 Problems with OLED
(self-luminous)

Reflective color LCD
・ Ultra low-power
consumption
・ High visibility

Solution
JDI core technology
・ LTPS
・ MIP
・ LCF
・ Ag
・ WhiteMagic™

13
Copyright © 2015 Japan Display Inc. All Rights Reserved.

2. Applications of Reflective Color LCD
Special-purpose PC
monitors/readers

Wearable devices

1.34”
0.99”

1.2”

Industrial devices

1.39”

6~25”

Digital signage

2~4”

ESL*/POP
25”~
4”~

2~3”

1

2

*ESL: Electronic shelf label

3

4

5

6

7

20

30 (inch)

Copyright © 2015 Japan Display Inc. All Rights Reserved.

14

3. Target Markets

Market
type

(1)
Replacing existing products and
tech with reflective color LCDs

Wearable devices

Target
applications

Industrial devices
Electronic shelf label
POP

Entry
scenario

Replace current products by
solving problems for customers

(2)
Creating or uncovering new
markets for reflective color LCDs

Special purpose
PCs/readers
Digital signage

Tap into potential market
demand and create new markets

15
Copyright © 2015 Japan Display Inc. All Rights Reserved.

Wearable Devices
Target mkt: Sports watches/health care products, leveraging MIP’s lowpower consumption
 High visibility and long battery life requirements fulfilled

Market size for wearable (watch) panels
(Billion yen)

■ JDI target
- Unit shipment
(in millions)

68

72

74

(75)

(40)

Source: JDI based on various data

Core technology and customer value
Core technology

Lower power consumption via MIP

Reflective color LCD

Customer value

Longer battery life

Good visibility in sunlight
Copyright © 2015 Japan Display Inc. All Rights Reserved.

16

Outdoor Visibility (Photo)
カラー画像に差し替え予定

OLED

Reflective Color LCD

Transmissive LCD
17
Copyright © 2015 Japan Display Inc. All Rights Reserved.

Industrial Devices
Target mkt: Industrial products used outdoors and/or with batteries


High visibility and color display for outdoor use
Long battery life, light/small form factor

Market size for industrial device panel
(Billion yen)

■ JDI target
- Unit shipment
(in millions)

223

230 237

Handy handsets Measurement
equipment

GPS

(35)

(25)

Parking meters
Transceivers

Other IoT
devices, etc.

Source: JDI based on various data

Core technology and customer value
Core technology

Lower power consumption via MIP

Reflective color LCD

Customer value

Longer battery life

High visibility in sunlight
Copyright © 2015 Japan Display Inc. All Rights Reserved.

18

Electronic Shelf Label and PoP
Target mkt:

Supermarkets, convenience stores, drug stores, high-class
specialty stores (liquor, meat, fresh foods, etc.)
 Effective ads with color display

Market size for Electronic Shelf Label
(Billion yen)

■ JDI target
- Unit shipment
(in millions)

63
57
47

(250)

(100)

The photo is for illustrative purposes only.
Source: JDI based on various data

Core technology and customer value
Core technology

Lower power consumption via MIP

Color, operates at low temp.

Customer value

Longer battery life (button battery-powered)

Color ads, use in freezers
Copyright © 2015 Japan Display Inc. All Rights Reserved.

19

Special-Purpose PC Monitors and Readers
Target mkt: Office-use devices requiring intensive reading, eco-responsive
PC monitors and lightweight tablets
 Reduces eye strain, eco-friendly and lightweight

PC monitors

Pen tablets

Tablets

The photo is for illustrative purposes only.

Core technology and customer value
Core technology

Lower power consumption via MIP

Reflective color LCD

Customer value

Eco-friendly, lightweight

Reduces eye strain
Copyright © 2015 Japan Display Inc. All Rights Reserved.

20

Digital Signage
Target mkt: Outdoor or semi-outdoor public signage, displays adapted to
surroundings in restaurants, museums etc. using front light
 Solar panels to enable “location free” and “eco friendly”
 Solar panel

Emergencies,
Disasters

Outdoor
sports

Vending
machines

Core technology and customer value

Bus
stops

Multilingual

Store street
displays

The photo is for illustrative purposes only.

Core technology

Ultra low power via MIP

Reflective color LCD

Customer value

Eco-friendly, emergency use in disasters High visibility in sunlight
Copyright © 2015 Japan Display Inc. All Rights Reserved.

21

Outdoor Visibility (Photo)
Photos of same outdoor menu illuminated by 50,000 lux

Reflective color LCD

Transmissive color LCD

Brightness: 270cd/m2

Copyright © 2015 Japan Display Inc. All Rights Reserved.

22

Touch Panel Application (1)
Multilingual information guides and provision of various smartphone services

Enables operation in sunlight,
greater location-freedom,
eco-friendly support

Copyright © 2015 Japan Display Inc. All Rights Reserved.

23

Touch Panel Application (2)
Information maps

Building guides

Multilingual applications

Photo is for illustrative purposes only.
24
Copyright © 2015 Japan Display Inc. All Rights Reserved.

Ⅲ. Summary

25
Copyright © 2015 Japan Display Inc. All Rights Reserved.

Sales Targets
Reflective LCD sales target: Replace existing products ¥60bn
Creation of new markets
¥40bn↑
OP margin target:
10%↑
Wearable devices
Industrial devices

Replacement

¥60bn

ESL/POP

Special-purpose PC
monitors/readers

Digital signage

New markets

¥40bn↑

Sales

Mobile display
Automotive

Non-mobile
display
Time

Reflective
5 years

Reflective LCD
business

¥100bn↑

OLED
26
Copyright © 2015 Japan Display Inc. All Rights Reserved.

27
Copyright © 2015 Japan Display Inc. All Rights Reserved.