The appearance of the color screen mobile phone has brought new business opportunities to the mobile industry, but it also brought an impact on the zero component industry of the mobile phone.
First, the opportunity background description
In 1999, Japan's first mobile phone screen coloring style, in a short period of time, the proportion of colorization in Japan's mobile phone market has reached
100%, the South Korean market in Asia, also under the price subsidy strategy of mobile phone industry,
year 2002
On July, the proportion of mobile phone color is also up to
73%. The trend of colorful mobile phones in Asia causing European and American hands
The attention of the machine factory, NO
Kia president
JORMA Ollila said that
In 2003, the company's colorful mobile phone shipments were about 50 million to 100 million.
Millions of millions in 2002 were expected to download and string, pictures and
Under the driving of MMS, color mobile phones will become a power of mobile phones. estimate
2002 global full color mobile phone is about
35%, forecast
This ratio will be increased in 2005 to
55%. Analyze the regional analysis of each other,
2002 Japanese mobile phone colorization is almost
100%, estimated
2003 Korean mobile phone colorization is also close
90%. It is expected that the mainland will be the key market for the growth of the next wave of color mobile phones. The main factors are compared to the consumption behavior of China's consumption in China to pursue popularity, to show off the main appeal of product consumption, especially emphasize brand name, fashion epidemic modeling and texture. Consumers are willing to get a higher price to meet, and there is more opportunity to overcome the high spread of colorful mobile phones. In addition, Europe and the United States have great differences in mobile phone consumption and mainland China, and the regional consumption behavior is emphasized.
Can orientation, voice communication as the main appeal, emphasize basic communication function and related application services
(Such as action online,
Java service
), If the local system operator cannot be constructed
The entire Mobile Data Service will reduce the will of the consumer change, so that the color of the color mobile phone sales cannot grow rapidly.
Second, mobile phone market opportunities focus
The mobile phone zero component can be roughly divided into active components (such as displays, ICs, memory), passive components (such as resistance, capacitance, inductance), mechanism components (such as PCB, connectors), functional components (such as batteries, electroacoustic products) ) The five parts of the other (such as casters, buttons) are mostly proportional to the initiative components, and the general cognitive mobile phone display is the largest difference between the color mobile phone and the non-color mobile phone in the zero component. In fact, due to the improvement of color mobile phones to improve the demand for animation, zero components such as memory, IC and light sources are different from non-colorful phones.
Third, key opportunity analysis
1. The 2003 mobile phone display is quite multi-diverse, including Monostn-LCD, Color STN-LCD, Color TFT-LCD, etc., including Monostn-LCD, Color STN-LCD, Color TFT-LCD, etc., including Monostn-LCD, etc. In the future, with the improvement of the color mobile phone market, the market share of Mono STN-LCD will slide sharply, color STN-LCD and Color TFT-LCDs will become the mainstream of the market, and Color TFT-LCD is in quality, brightness The effectiveness of resolution is better than the Color STN-LCD, which makes it a preferred display effect, but at a consolidated consumption of unit prices, the 2003 Color STN-LCD will still be the mainstream of color phones.
2. Color
STN and
TFT driver
IC, image processing
IC, electroacoustic
IC, the memory is profitable to color mobile phone market growth with color
STN and
The demand for TFT panel is greatly improved, which will drive drivers for colorful functions.
IC demand growth, although the cost and power consumption are considered, color
STN and
TFT driver
IC is integrated with single chip, but in mobile phone
Under the influence of colorization, the market size of the driving IC supporting colorful function in 2003 is predicted to 186 million, which is 47% from 2002. With MMS (MultiMedia Messaging Service, Multimedia Services, the trend of multimedia services, using color mobile phone to transfer images, so that color phones must improve image / audio and video processing power, expecting mobile phones to handle IC and electroacoustic IC product market growing up. The memory part is increased in response to the number of picture storage requirements, will be raised from the original 16m ~ 32m to 64m to 128m, so that the phone memory occupies the overall mobile phone semiconductor market will grow from 20.8% from 2003 to 23.1% 3. 2005 white LED market scale will grow To 600 million in the light source part with the color of the panel, the white LED will be used in a large number of mobile phones, and the three original LEDs such as yellow-green light are converted to white LED. It is expected that the growth of color mobile phone market will drive the growth of white LED market, estimated 2002 global The market size of the mobile phone monitor is about 2 billion, which is predicted to the 2005 market size will grow to 600 million. Fourth, IEK Professional Opinions Currently, our manufacturers have competitiveness in the mobile phone active component part of the monochrome display and monochrome display. The development of color phones makes monochrome displays and monochrome display light source vendors to be replaced by the product, so that it must enter the development of the new market. At present, domestic small and medium-sized display vendors have successfully developed the mobile phone with Color STN-LCD. Can the future win in a fierce competitive environment, the manufacturer's own product design and marketing capabilities will be key, and whether it is independent to master reflection plates, reflective film, guide Optical board, mold, etc. The white LED source part of the display is part of the domestic display, only a small number of manufacturers in China, the supply source of domestic monitor manufacturers is still in Japan's chemistry and Toyota synthesis, my country's LED manufacturers can enter this market key is whether they can provide Low price, 0.4 candlelight above SMD white LEDs above the high quality reliability. In addition, in color-driven IC, image processing IC, electro-acoustic IC and memory part, the current domestic manufacturers are not competitive, but due to amazing market growth potential, there are many manufacturers in China to enter this area. It is recommended that domestic manufacturers can develop such products, which can develop low-consumer power products in the direction of the development of low-consumer power products. The main reason is that the mobile phone is emphasized, and the length of standby time is also very important. In recent years, the battery technology has not been broken. Sexual development, and colorful mobile phone power consumption is relatively improved, so that the standby time is generally reduced, in order to continue to deteriorate the standby time, the development of IC and memory products must be developed toward low operating voltage / low power consumption. Take the Japanese Panasonic Appliance as an example, it has successfully developed the world's minimum power consumption 33.5 (MW) MPEG-4 image processing IC for Japan's FOMA mobile phone, which is available for domestic manufacturers in product development.
