Technology Upgrade Tablet Display Pays Attention to User Experience

In 2011, with the promotion of 3D TVs and smart TVs, the demand for flat-panel TVs continued to increase. According to Xie Qinyi, vice president of DisplaySearch Greater China, flat-panel TVs are no longer simply pursuing new technologies, but are paying more attention to user experience. There is still room for growth in the number of TV markets in the future.

This is undoubtedly good news for the flat panel display industry. This year, color TV companies have launched television products equipped with new technologies. 3D has begun to collaborate with CCFL-backlit LCD TVs to make their prices more competitive. The development of smart TV applications focuses on the user experience. Under the joint promotion of domestic color TV companies such as Changhong, TCL, and Hisense, domestic brands once again took the initiative in the development of smart TVs over foreign brands.

PDP grows faster than LCD

Although LCD TV sales have steadily risen, the large size and price will become the advantages of PDP TVs in the future.

According to DisplaySearch's first quarter 2011 research report, the annual growth rate of LCD TVs has been reduced to 10%, which is the lowest historical point of LCD TV shipments, mainly due to the decline in demand in Japan, North America and Western Europe.

In the plasma market, the growth rate of the PDP is much higher than the growth rate of LCD TVs. Among them, the higher shipments of PDPs in North America are mainly due to the decrease in the prices of 42-inch and 50-inch TVs, which has increased the sales volume of PDP TVs.

Zhang Bing, director of market research at DisplaySearch, told the China Electronics News that due to the lack of market competition for LCDs in the PDP market competition, large size and price will become the main competitive advantage of PDP TVs in the future. From the data predicted by DisplaySearch, it can be seen that the 46-inch LCD TV in the fourth quarter of 2012 was priced at US$739, while the 50-inch PDP TV was priced at US$732.

Judging from the overall situation of China's flat-panel TV market, with the promotion of domestic brands such as Changhong, Hisense, TCL, and Konka, TV demand in the domestic market in the first quarter of 2011 is still showing a steady rise.

Xie Qinyi said that in the future, the growth of the entire color TV market will have new demands and demands for upgrading. On the one hand, increasing revenues, increasing population, or adding television in the bedroom, kitchen, etc. will become the main source of new demand in the color TV market. On the other hand, in the past we gradually completed the replacement of CRT TVs to FPD TVs. In the future, we will let consumers replace old LCD TVs with new LCD TVs. How to identify TVs adopting new technologies such as 3D and smart TVs is the future TV A focus of development. It can be said that in the future, the demand for upgrading the color TV market will be greater than the new demand.

3D equipped with CCFL TV

The 3D market has changed the trend of the past with LED TVs. 3D technology is used in CCFL TVs to make the price more civilian.

Compared with last year's large-screen, high-priced 3D TVs, color TV companies launched 3D TVs this year. The price of 3D TVs has been popularized, and 3D TVs have rapidly become popular.

The DisplaySearch research report shows that with the rapid development of 3D TV, it is estimated that by 2014, 3D global shipments will be 100 million units, which will account for more than 50% of total revenue.

Xie Qinyi told the reporter: “Since the end, 3D has a high penetration rate in high-end TVs. Taking 2011 as an example, it is estimated that LCD TVs with a specification of 120Hz and above will have a 30% market share. This year, technology development began to consider marketability and The user's acceptance, rather than blindly pursuing new technologies, for example, the industry had previously generally agreed that 3D should be used with LED-backlit LCD TVs to target the high-end market, but since the end of last year, 3D began to work with CCFL-backlit LCD TVs to make 3D TVs. There is an advantage in terms of price."

The reporter learned that the technology used in 3D TV has always been the focus of debate in the industry, and the high quality of television is also the main cause of the dispute between active shutter technology and polarized light technology. In this forum, experts agreed that the quality of 2D images directly affects the quality of 3D TVs.

Shen Peng, Samsung Product Planning Manager, told the China Electronics News: “Low resolution will make consumers feel tired when watching 3D TVs. How to improve the resolution of display devices, especially when consumers watch 3D? High-definition viewing is the first problem that should be solved for 3D TVs.Whether in the world or in China, more than 90% of the sources of 3D TVs are still derived from 2D, so they cannot ignore the 2D image quality. Second, there is no sense of turbulence, and there is no restriction on the viewing angle.

Although Samsung and LGD have been arguing over polarized and shuttered technologies, the opinions of the two companies on the picture quality are the same. Thomas Lee, LGD’s vice president of TV promotion, also stated that it is necessary to increase consumer's conversion from 2D to 3D. Interchangeability and conversion capabilities.

Smart TV focuses on user experience

The focus of technology development is more user-experienced, and smart TVs with predictive capabilities have become a trend.

In 2011, known as the first year of smart TVs, the market for smart TVs quickly became hot with the concerted efforts of color TV manufacturers. Smart TVs not only need an extensible operating system and application store, but also facilitate convenient interaction and interactive content, which makes user experience even more important.

“Today, the focus of technology development has shifted from purely emphasis on technology upgrading to the emphasis on user experience, and even considering connecting with different smart devices to become smart phones or smart TVs.” Xie Qinyi said in an interview with a reporter from China Electronics News. However, the biggest problem currently exists in smart TVs is the keyboard, when the smart phone appears, most users can accept the keyboard.How to make the keyboard more humane, how to make the user interface better, is the future of intelligence The focus of television development."

In order to avoid the input trouble of the remote control, some manufacturers have equipped the smart TV with a wireless mouse and a keyboard. A smart TV equipped with an Android platform can also be controlled and input via a mobile phone and tablet, which are also Android systems.

Zoran Strategic Marketing Director Stuart McKechnie told the China Electronics News reporter: “For smart TVs, gesture control is a good solution, but this is not the only way. There are many technologies that can be integrated into smart TVs. For example, smart TVs can observe user preferences in an intelligent way and can predict what users want to do. In the future, smart TVs should have predictive capabilities."

In addition to the diversity of interactive methods, the richness and openness of smart TV application content are also important. This is the core of the user experience. "In the development of application stores and program content, the domestic color TV should take the road of joint development. The establishment of China's intelligent multimedia alliance is precisely in line with the development needs of China's color TV market." Liu Weidong, chief scientist of Qingdao Hisense Electric Co., Ltd. said.