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/* OLED Technology - An Overview */
The Bass Diffusion Model was used to forecast the adoption of the OLED display mobile phones by consumers. The Bass Diffusion model is a quantitative tool that describes the process of how new products get adopted as an interaction between users and potential users. In this analysis, the model was employed to forecast the sales of a new product by utilizing historical sales data of analogous products from the same product category as well as from a diverse product category. The market penetration for mobiles with OLED displays is arrived at with result for both the proxies.
==OLED Mobile Phone Display: Technology - An Overview==
'''OLED (Organic Light Emitting Diodes)''' is a flat display technology, made by placing a series of organic thin films between two conductors. On applying an electric current, a bright light is emitted. OLEDs use organic semiconductor material instead of inorganic semiconductor material used in conventional Light Emitting Diodes (LEDs). Through a process called electrophosphorescence, OLEDs emit light in the presence of an electric current. Like any other diode, OLEDs permit electric current to pass only in one direction. Unlike diodes made from inorganic semiconductors, OLEDs are very flexible because they are only '''100 to 500 nanometers''' thick - the human hair is 200 times thicker than it. As a result, OLED screens are very flexible and can be made in very large sheets. OLEDs use lesser energy than LEDs as well.
===OLED ConstructionMobile Phone Display Types ===There are two types of display technologies which are used in mobile phones:# Liquid Crystal Display (LCD)# Organic Light-Emitting Diode (OLED)
=== Difference between LCD and OLED ===
The LCD uses light modulating properties of liquid crystals (LCs). The liquid crystals do not emit light directly. So, a light source is needed for proper viewing. The OLED uses organic compounds that illuminate when exposed to electric currents. Hence, a backlight is not required for OLEDs. This makes OLED displays thinner than LCD displays.
{|border="2" cellspacing="0" cellpadding=Types "4" width="75%" align="center"|-|bgcolor = "#4F81BD"|<font color="#FFFFFF">'''Layer'''</font>|bgcolor = "#4F81BD"|<font color="#FFFFFF">'''Description'''</font>|-|bgcolor = "#DBE5F1"|'''Substrate layer'''|bgcolor = "#DBE5F1"|This layer supports the OLED and is made of clear plastic, glass, foil or other materials.|-|bgcolor = "#B8CCE4"|'''Anode layer'''|bgcolor = "#B8CCE4"|The anode layer is transparent and is positively charged. When an electric current is applied, this layer attracts electrons as they flow through the OLED construction. As with a LED, the anode forms "holes" onto which electrons fall.|-|bgcolor ="#DBE5F1"|'''Conducting layer'''|bgcolor ="#DBE5F1"|This layer is made of organic plastic material and transports the "holes" from the anode layer.|-|bgcolor ="#B8CCE4"|'''Emissive layer'''|bgcolor = "#B8CCE4"|This layer transports electrons from the cathode. It is also made of organic plastic molecules but there are different from those in the conducting layer. This is the layer that determines the color of the light emitted.|-|bgcolor = "#DBE5F1"|'''Cathode layer'''|bgcolor = "#DBE5F1"|This layer injects electrons into the OLED when an electric current is applied. Depending on the OLED and the color effect desired, this layer may or may not be transparent.|-|}
[[image:oledstructure.jpg|center|406*365px|thumb|Source: [http://electronics.howstuffworks.com/oled1.htm How Stuff Works]]]
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| widthbgcolor =33% valign=top "#4F81BD"| <font color="#FFFFFF">'''TelevisionType''': [[Image:Television.jpg|thumb|center|200px|[http://www.techfresh.net/pre-order-sony-xel-1-oled-tv-right-now</ Source: Techfresh.net]]] font>| widthbgcolor =33% valign=top "#4F81BD"| '''Cell phone''': [[Image:Mobile.jpg|thumb|center|150px|[http://justamp.blogspot.com/2007/06/blank-customizable-oled-phone.html Source: Justamp.com]]]| width<font color=34% valign=top | "#FFFFFF">'''Video CameraDescription''': [[Image:Camcorder.jpg|thumb|center|200px|[http://www.image-acquire.com</kodak-oled-wifi-digital-photo-frame-gets-a-price-cut Source: Image Acquire]]] font>
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|bgcolor = "#DBE5F1" rowspan = "2"|'''Passive-Matrix OLED'''
|bgcolor = "#DBE5F1"|Anode and cathode laid perpendicular to each other
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|bgcolor = "#DBE5F1"|PM OLEDs are easy to make and display text and icons very effectively, particularly in small 2-inch to 3-inch screens
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|bgcolor = "#B8CCE4" rowspan = "2"|'''Active-Matrix OLED'''
|bgcolor = "#B8CCE4"|AM OLEDs are constructed with continuous film materials
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|bgcolor = "#B8CCE4"|AM OLEDs use less energy than PM OLEDs and have faster refresh rates
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|bgcolor = "#DBE5F1" rowspan = "2"|'''Transparent OLED'''
|bgcolor = "#DBE5F1"|Constructed with transparent materials for all five layers, a transparent OLED can be made as either a PM OLED or an AM OLED
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|bgcolor = "#DBE5F1"|Useful for heads-up display applications
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|bgcolor = "#B8CCE4" rowspan = "2"|'''Top-Emitting OLED'''
|bgcolor = "#B8CCE4"|These types of OLEDs use an opaque or reflective substrate that is useful for smart card applications
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|bgcolor = "#B8CCE4"|Best suited for an active-matrix design
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|bgcolor = "#DBE5F1" rowspan = "2"|'''Foldable OLED'''
|bgcolor = "#DBE5F1"|The substrate of this type of OLED is very flexible, allowing the OLED to be folded or rolled up
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|bgcolor = "#DBE5F1"|Because of their flexibility, foldable OLEDs could be attached to fabrics with a variety of applications
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|bgcolor = "#B8CCE4" rowspan = "2"|'''White OLED'''
|bgcolor = "#B8CCE4"|These OLEDs emit white light that is brighter, more uniform and more energy efficient than that emitted by fluorescent lights
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|bgcolor = "#B8CCE4"|Potential to replace incandescent and fluorescent lighting in commercial industrial, and residential applications
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==== Advantages and Disadvantages ====
{|border="2" cellspacing="0" cellpadding="4" width="75%" align="center"
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| widthalign =33% valign"center" bgcolor =top "#DBE5F1" rowspan = "3"| '''MP3Advantages of OLED over LCD''': [[Image:MP3.jpg|thumbbgcolor = "#DBE5F1"|center|200pxAs there is no backlighting, OLED displays offer deeper black levels than LCD displays|[http://ces.engadget.com/bloggers/joshua-topolsky/page/24/ Source: Engadget.com]]] | widthbgcolor =33% valign=top "#DBE5F1"| '''Near Eye''': [[Image:Near Eye.jpgOLED displays have better contrast ratios|thumb-|centerbgcolor = "#DBE5F1"|200pxViewing angles offered by OLEDs is more than that offered by LCDs|[http://defense-update.com/features/du-3-05/feature-OLED.htm Source: Defense Update.com]]] | widthalign =34% valign"center" bgcolor =top "#B8CCE4" rowspan = "3"| '''GamesDisadvantages of OLED over LCD''': [[Image:Games.jpg|thumbbgcolor = "#B8CCE4"|centerBrightness levels of OLED display is less than that of LCD|200px-|[http://blog.360dgrs.nl/archives/category/technology Source: 360 degrees]]] bgcolor = "#B8CCE4"|Color in OLED displays are often oversaturated|-|bgcolor = "#B8CCE4"|The red, green and blue sub-pixels deteriorate and lose efficiency at different rates, thus color consistency worsens over time|-|}
=== OLED Screen Types in Mobile Phones ===
{|border="2" cellspacing="0" cellpadding="4" width="75%" align="center"
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| widthbgcolor =33% valign"#4F81BD"|<font color=top "#FFFFFF">'''Type'''</font>| bgcolor = "#4F81BD"|<font color="#FFFFFF">'''Media PlayersDescription''': [[Image:PMP.jpg</font>|thumb-|centeralign = "justify" bgcolor = "#DBE5F1"|200px'''AMOLED'''|[http://wwwalign = "justify" bgcolor = "#DBE5F1"|AMOLED relies on a TFT backplane to switch individual pixels on and off.gayakumanActive-matrix displays consume significantly less power than passive-matrix counterparts.com/multimediaThis makes them well-suited for mobile devices/sony-nwz. AMOLED displays are manufactured by printing electroluminescent materials onto a substrate. The relatively simplistic process suggests that OLEDs will ultimately become cheaper and easier to manufacture than LCDs. The creation of the substrate is the most difficult and expensive part of the process. Currently, AMOLED screens are limited in supply. Coupled with high demand, their availability is restricted and they are found in high-x1060-fisrt-oled-pmp/ Source: gayakumanend smartphones.com]]] | width-|align =33% valign"justify" bgcolor =top "#B8CCE4"| '''Digital Still CameraSuper AMOLED''': [[Image:DSC.jpg|thumbalign = "justify" bgcolor = "#B8CCE4"|center|200px|[http://blog.megapixel.net/blog/2008/03/new-samsung-dscSuper-AMOLED displays are AMOLED displays with-oled-readan integrated touch function.html Source: megapixelThe original AMOLED screens had reduced visibility in direct sunlight. The thickness of the touch sensor is less than 0.001mm in Super AMOLED displays. This allows the screen to provide better images and to have great visibility even in direct sunlight.net]]] | width-|align =34% valign"justify" bgcolor =top "#DBE5F1"| '''Car AudioClearBlack''': [[Image:Car Audio.jpg|thumbalign = "justify" bgcolor = "#DBE5F1"|center|200px|[http:/Nokia introduced a display similar to Samsung<nowiki>’</wwwnowiki>s Super AMOLED known as the ClearBlack display.slashphoneThe ClearBlack display makes the screen more visible in direct sunlight.com/106A polarized filter is added to the display. This allows the viewer to see through the screen<nowiki>’</8824nowiki>s reflection and view the images as they would appear under more ideal conditions.html Source: Slashphone.com]]]| width-|bgcolor =50% valign"#B8CCE4"|'''Super AMOLED Plus'''|align =top "justify" bgcolor = "#B8CCE4"| The Super AMOLED Plus features a traditional three sub-pixels of equal proportion within one pixel. It has an increased sub-pixel count and density. As a result, the display is much crisper, especially when it comes to text. The tighter spacing between pixels also results in better visibility under direct sunlight. The displays are also thinner, brighter and more efficient (by 18%) than the old Super AMOLED displays.
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=== Future OLED Mobile Screen Variations ===
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|bgcolor = "#4F81BD"|<font color="#FFFFFF">'''Type'''</font>
|bgcolor = "#4F81BD"|<font color="#FFFFFF">'''Description'''</font>
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|bgcolor = "#DBE5F1"|'''Transparent Displays'''
|align = "justify" bgcolor = "#DBE5F1"|Transparent OLEDs have only transparent components (substrate, cathode and anode) and, when turned off, are up to 85 percent as transparent as their substrate. When a transparent OLED display is turned on, it allows light to pass in both directions. A transparent OLED display can be either active- or passive-matrix. TDK began production of a see-through OLED earlier this year.
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|bgcolor = "#B8CCE4"|'''Flexible Displays'''
|align = "justify" bgcolor = "#B8CCE4"|Flexible OLEDs have substrates made of very flexible metallic foils or plastics. Flexible OLEDs are very lightweight and durable. Their use in devices such as cell phones and PDAs can reduce breakage, a major cause for return or repair. Samsung is readying flexible AMOLED displays for production next year.
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==Market Overview==
