If 2013 was the first year of the small pitch LED display, then 2014 will undoubtedly be a small outbreak of the pitch LED display: technology further evolution, and the number of product marketing, branding and sales doubled, becoming a small pitch LED display the main features of the outbreak of the screen! 

     Development stage small pitch LED display 

       Why LED large screen companies interested in developing a small pitch LED large screen products it? The answer has three aspects, first, the traditional outdoor product technology gradual ascent, small indoor pitch products into the next major expansion of space technology, which instigated the upstream vendors interested in small pitch products; Second, the traditional outdoor LED large screen market prices battle fierce market profits decline, terminal enterprises urgently need to find a new growth point, to improve the level of profits; third, indoor display, especially in the engineering market has entered a stalemate stage a variety of technologies, market opportunities and highlights, develop and adapt products into the interior engineering market, you can achieve the traditional LED large screen business "remodeling business structure." Thus, the emergence of small pitch LED large screen, both technically inevitability, there are companies active market choices, more effective and expansion capital chasing instinct driven. 

What is the definition of small pitch LED display is it? This question has no clear answer. 10 years ago, P4 following screen is called the small spacing; five years ago, a small spacing often especially P2.5 products; whereas now only separated by less than P2 product became known as small spacing. Thus, since the LED display industry entered a rapid development period since the pursuit of high-resolution small pitch products, is an important direction of development of the industry and progress. 

     Currently, the market mainstream products with small spacing means P1.6, P1.5, P1.2 grade other products. Pixel pitch 1.2MM products which are mass-produced products, the highest pixel density. Products from the laboratory to see, 1.0MM product has reached the level of production, 0.8MM product has exceeded all key technology nodes, will be one of the main new 14 in the second half, smaller pixel pitch products also have some research to explore. Among them, the most noteworthy is that, P0.8 products already on the 50-60 inch display size, to achieve 2k standard definition output; P1.5-level products to meet the level of 100 inches Full HD display paintings quality display. - These standards, although behind the liquid crystal display capabilities of 4K, but fully meet and exceed the national standard-definition display, the resolution meets the requirements of today's mainstream video and audio signals, in line with the resolution requirements of most indoor display applications. 

     It is because of the following products mature and P2 appeared in large numbers, LED display industry have a "small pitch" into the interior of the strategic aspirations and become a highlight in the outdoor LED display prices continue to decline, the market is increasingly competitive context, the key direction of development of the industry. Incomplete data show, LED large screen industry since 2010 after a 7-8 into R & D resources to be used more than a small pitch products, and related IC, packaging and other processes. But even so, a large-scale application of small pitch LED display technology and the difficulties the industry is still there on. 

Pixel resolution, or a pixel pitch, LED display has achieved a complete breakthrough: the pixel density is close to plasma, LCD, DLP, etc. It is known to display a high density display technology, the large-size products in a typical 10 years ago application resolution and to meet the needs of high-definition applications are now mainstream, meet or exceed the national high-definition standards. For the LED display industry this is a great step forward. However, the application of LED products is still small spacing brightness and price are two faces enormous challenges. 

     Research data show that the current level of brightness P1.2 to P2.0 small spacing between the LED display basic 1000-1600 lumens, much higher than room TV, LCD Video Wall, DLP Video Wall 300-700 lumens mainstream brightness level. High brightness LED display is a key feature of the product. In the three stereotypes market LED array applications products: the large outdoor LED screen, LED lighting and LCD modules with LED lighting products, highlighting are basic, one of the core performance requirements. However, the small pitch LED display products in addition to this there needs! 

Why LED display industry to develop small pitch LED display products? The answer is to enter the market for indoor applications. Such a formulation is very easy to be understood, but did not demonstrate a small pitch LED display application features the core product. This feature is based on the size of the indoor space, the viewing distance is less than 5 meters from the application. Traditional LED outdoor screen, most viewing distances of tens of meters away, the pursuit of such products is high brightness. Small LED spacing distance of 5 meters is required in the following applications. 0.8mm future products, and even can be used in 3 m viewing distance - this and other close viewing, higher brightness means glare, which means viewers difficult subject. Typically, 3 m brightness values of the best viewing distance does not exceed 450 lumens, in order to produce more comfortable screen. 

     Thus, if we want to achieve the target within a small pitch indoor LED display applications, not only to achieve a small pitch, but also achieve low brightness. However, the technical processes and principles of LED lamp products, LED display has decided to highlight the natural features: LED light-emitting beads is a typical current-driven, high brightness means that large current; low brightness on the need to reduce the current level. However, the current through the LED semiconductor material, there leakage phenomenon. If the current is too small, the leakage current is the overall display, color, grayscale, brightness catastrophic damage. Therefore, the development of suitable low-current, low brightness environment, materials, drivers, processes, improve LED lamp beads and drive systems for low current operation of adaptability, is a small pitch LED industry progress key direction. 

     LED display market with small spacing troubled Another problem is the application of the product price. Indeed, from the color, contrast, look at the display, LED display obvious advantages. However, in terms of price, high pixel density, fine pitch LED display is almost DLP splicing, projection displays, liquid crystal display, plasma display, oled displays the most expensive. 

Market information indicates to 65 inches display screen, for example, the price of LCD and plasma in a million or less; projection display different prices due to different brightness, but in most cases does not exceed the cost of several million category; DLP rear projection display product prices in between 70,000 to 200,000. The following pixel area corresponding display P2.0 pitch LED display prices between 100,000 to 300,000 - its price is significantly higher than other display technologies more than 1.5 times to 20 times. Which, in the public, non-high-end markets, the small pitch LED display price is at least three times more than other optional display technology. 

     Although small pitch LED display products mainly faced engineering applications market, which is not a price-sensitive market. However, because the difference is huge, and the LED display is a small start-up period spacing, lack of market awareness, product defects still has to be improved brightness, etc., prices will inevitably become an obstacle to the popularity of small pitch LED display core obstacles. 

     From the cost structure perspective, the key to cost a small pitch LED products focused on the lights. The overall cost of lamp beads occupy at least 65-75%. In the future, with advances in technology products and technologies to enhance the amount of increased demand, diluted R & D costs, yield, lamp beads product prices will have a greater decline in space. In addition, LED display packaging, IC driver cost is not low. This aspect of cost reduction less space. However, the future of the next batch application background, the same product is still eager to pitch two Daosi Cheng compression costs - however, due to the smaller pitch products will accelerate the popularity of smaller spacing means higher product display area of the drive unit and packaging costs, so the cost of packaging and other changes in how the market is reflected in the final price is still unknown. On the other hand, due to the growth of transport and labor costs, the cost of the project to deploy a small LED display will be difficult to decrease the spacing, are more likely to continue to rise. Also, due to the small distance between the product packaging is more sophisticated unit cabinet repairable fault than the big pitch products decreased a lot, but a small pitch products require a higher death rate control light levels, and may even up the traditional big-screen live births ten to one twentieth of a dead lights rates - which will increase customer lifetime cost. 

     However, on the whole, LED small spacing can still be of lower prices. I believe that small pitch LED and DLP Video Wall products made comparable price, also have a better visual effect, it will be a high probability event. But compared with the liquid crystal and future OLED, led a small pitch products will not have a price advantage. 

Mature small pitch LED display products, has gradually entered all market segments: These segments suitable for fine pitch LED display products, while having "focused on the big screen in the field" feature, but not a strict distinction between home , commercial or engineering. 

     First, in the domestic market, high density fine pitch LED display, is becoming one of "TV product" Choose one hundred inches level home theater, high-end residential villas and other places, private hall and other business areas it? - At least, such as liquid crystal display technology the appropriate level of product prices as high as millions; projection products appropriate level of application, although at a lower price, or even only a few million, but needs "lights display", the effect is limited. Currently, many LED display enterprises, the introduction of small pitch LED TV concept, has been optimistic about the domestic market means. On the other hand, as early as 20 years ago, LED display case for household has emerged, although at that time the display rough - these are reflected in the specific segments of the home, LED display advantages and opportunities. 

Second, LED product applications in small spacing considerable commercial areas. This mainly refers to the commercial areas of digital signage applications, including custom and finished the big screen display different forms of production units, etc., LED and LCD and other products can have overlapping markets. However, commercial areas, LED hour pitch products like LCD is difficult to obtain cost-effective, needs and crystal dislocation competition, play their "highlight" of the characteristics and advantages, focusing on the advertising effect of the application, "a large crowd" below.

     Third, the project display applications, LED product advantages small spacing is not small. Among these are the advantages of the display image quality: color, contrast, brightness are more beautiful LED products is undoubtedly more suitable for small spacing between other stage, live news occasions - in these areas LED products will even get a small pitch than traditional DLP display wall, LCD Video Wall greater recognition. In the security field, dispatch center, the inherent advantages of "stitching seams" on the LED products have a small pitch, meanwhile, is expected to cost comparable with the DLP in the state has completely occupied a certain market share opportunities. However, at the low end of the conference room, the monitoring center market, as customers are more sensitive to price, small pitch products in these markets LED LCD is difficult to provoke the beam position. 

Fourth, LED small pitch products can challenge many applications engineering projector. Including stage effects, larger classrooms and conference and exhibition applications, edge projectors integration and virtual simulation applications. In these areas, small pitch, high-brightness LED does not become a "big problem", but may be an advantage. LED display unit can be curved stitching and deformation capacity, customizable features, but also beneficial to the play better, "creative design" effect. In addition, the effect of these areas is also a priority, not price sensitive market 

     In summary, the application of the road LED products with small spacing does not distinguish between domestic, civil and engineering fields; mainly focused on large-size displays, focusing on the high end features. These potential markets are high return rate markets, products and services, while focusing on the market, and even a lot of creative engineering market. Coming on the market, the small pitch LED display and projectors, DLP mosaic wall competitive conflict, will be far greater than the competition and conflict LCD products. This is the key reason for the current DLP large screen manufacturers have a lot of involvement of small size LED display field. 

Short-term, small pitch LED display products in the application on the main "high-end" brand, the industry will be the most important market characteristics. This is not only, but also by the entire display industry coexistence of multiple technologies and competitive realities of the environment is determined by the price of LED products with small spacing decisions, even the big screen is also LED enterprises in mind. 

     For LED large screen industry, small pitch LED display is a trump card, they can not only rely on this product to restore and enhance their profit levels, and promote their growth, but also means entering a new market: the indoor market. Conventional display and display industry engineering, different because of different technical characteristics enterprise constitute a significant market barriers and differences. LED large-screen enterprise, basically trapped in the outdoor market, ultra-bright display remote areas. In the more high-end security applications, command and control center, smart city and indoor cultural and creative achievements market is limited, even in the emerging market of digital signage LCD technology also failed to get rid of one-sided situation. 

Small pitch LED screen analytical development characteristics and market trends 

     However, there is now a small pitch LED large screen products mature, with this product and technology-based, LED large-screen enterprise will have and DLP mosaic wall, projectors, and even LCD technology, engineering, business, education, indoor applications cultural, security and many other areas of business development, the expansion of the site is possible. In a sense, the small pitch LED technology, LED large screen for traditional enterprises to open up a new gateway to the "mainland" of the door. Thus, LED large screen companies have enough drive and determination to promote the use and development of this product. 

     However, LED large screen companies rely on a small pitch products into indoor display policy in the field of engineering, the inevitable touch of traditional indoor display engineering enterprise cheese. LED small pitch products and competitive conflict DLP Video Wall is already evident. As a traditional big-screen manufacturers, whether it is digital signage companies, enterprises mosaic wall, projection systems engineering and service companies are not standing still. 

     LED display with small spacing desired large size, high-end interior display market is not "virgin": This territory had been carved away. These carve from different technology camps, projection, LCD, plasma, also from different "mother" industry, engineering, known for Chong Wei to hardware known Barco, service-based de-ho to panels, etc. upstream resources and TV business based Samsung ...... crafting and strength of these companies, they will not easily give up already eating into the mouth of the indoor display market. 

     As a means to fight back, while traditional indoor large screen LED companies can launch their own small pitch products, and traditional large-screen enterprise led front contest (although the traditional LED large screen companies have a technological edge, but the traditional indoor enterprises with large-screen marketing and networking strengths); hand, traditional indoor big screen agent of some brands of companies can fine pitch LED products - although not involved in the new technology product, but it can firmly grasp the hands of both customers and markets; same time, more traditional indoor big screen companies will publicize the advantages of other technologies, lack of LED small pitch products to technology roadmap competitive posture, crush small pitch LED products. 

     No matter how small pitch LED product market expansion, indoor display of traditional enterprise customers and market advantage, emerging technology companies the advantages of LED large screen will be the main competition contradiction; Further technical line of the dispute, the merits of different technologies under contention products will be more intense. In this contest, now or in the parties' prepare for war "stage, but not to divide the new pattern period, indicating that the market is still room diversified engineering competition, no significant monopoly, LED products with the development of small spacing time and space; LED small pitch products, as an emerging technology, is a vibrant, progressive development of the technology, with the advantages of public opinion and propaganda; LED small pitch products still in the prices, quality improvement channel, technology and other space than projected traditional industries; interior works display a strong service industry, is a strong industry relationships with customers, LED display enterprises should find existing customer relationships, good customer service, grab more share; interior display project is still in the high-speed development stage, new market every year sizable, which is conducive to the development of LED market new technologies such small spacing; interior construction market is highly profitable industries, small industries and products LED spacing does not need to survive based on market size - so small spacing LED products and traditional display technology engineering competition is bound to be a long fight. 

     In short, from a marketing perspective, the small spacing is a historic opportunity for LED large screen LED enterprises active choice, is a competition and challenge the traditional large-screen enterprise and traditional indoor large screen technology. Currently, small pitch LED large screen products are still rapid technological evolution stage, after entering 1.X era, the era is about to usher 0.X - this will also be the limit age of technology LED display. In such a technology-led transformation, anything is possible. Whether it is business or a large-screen LED large screen traditional indoor enterprises have to deal with "the inevitability of the market storm", with a clear conscious and ready to seize the opportunity of victory. 

It is understood that the traditional DLP vendors Chong Wei, GQY Sally also has a small LED spacing Christie projectors are now also involved in the business, including LCD Philips P1.6 yesterday's press conference also introduced a small pitch by product. 

                   

                                            Update Date :2014-06-25 Author: Xiao Xiao