In 2022, Xiaomi will launch a transparent OLED TV with a price of 50,000 yuan, which has won gimmicks and high attention, and will also bring transparent display into the public eye. Compared with TV screens, the industry generally believes that commercial scenarios that pursue aesthetics, sense of technology, sense of space, and higher budgets are more suitable areas for transparent displays to show their strengths.
In recent years, OLED has become a popular display technology in the global TV field. Under the joint promotion and operation of many color TV brands, it has gradually gained a firm foothold in the high-end TV field.
According to data from the research organization Omdia, in the global TV product market of more than US$1,500, the OLED product share will reach 31.5%.
Wu Zhanghao, Vice President of LG Display TV Division, said: “LG Display’s transparent OLED screen demonstrates the infinite possibilities of OLED, and its differentiated experience will accelerate the global commercialization of transparent OLED.”
Industry experts believe that the Internet celebrity attribute of OLED has its own traffic, and OLED’s every move in the commercial field is also attracting attention, especially the transparent OLED display with a sense of technology.
Earlier, when the transparent OLED screen was applied to the windows of Beijing Metro Line 6 and Shenzhen Metro Line 10, it attracted the attention of the industry, society and ordinary consumers. The screen can display real-time information such as weather forecast and news, train operation and train location, etc. It can be described as a walking billboard. Also on the hot search list with the help of transparent OLED is Xiaomi TV. After launching a transparent TV priced at 50,000 yuan, Xiaomi has gained enough attention. However, how long an OLED transparent display will last on a home track is always a question mark.
Recently, LG Display signed an agreement with Panasonic to become its transparent OLED panel supplier. Subsequently, Panasonic released two transparent OLED displays, targeting retail stores, museums and commercial lounges as potential application scenarios. Since then, LG has announced a partnership with a Swedish manufacturer to develop an automatic sliding door with a built-in transparent OLED display. Some people in the industry pointed out that the commercial scene is the application field of transparent OLED at this stage. LG Display has stated that transparent OLED displays have broad application scenarios, such as display windows in shopping malls and office spaces.
According to industry experts, commercial scenarios emphasize the sense of technology and space, and it is an area where transparent display can make a big difference. In an interview with a reporter from China Electronics News, Ma Beibei, a Ph.D. from the CCID Think Tank Institute of Integrated Circuits, said that the display screen in commercial scenarios has relatively simple content and relatively loose requirements for display performance.
Although transparent display has received more attention due to OLED, it is not only OLED that can achieve transparent display, but LCD, LED, Micro LED, etc. can all achieve a certain degree of transparent display. At present, LCD and LED transparent display products have been applied on a large scale in the field of commercial display, and the degree of industrialization is much higher than that of OLED transparent display.
Liu Huilian, chief analyst of Omdia, said in an interview with a reporter from China Electronics News that LCD uses special liquid crystal materials and abandons CF and polarizers, which can also greatly improve light transmittance and achieve transparent display. At present, this technology is mostly used for commodity display cabinet screens, refrigerated cabinet screens, fish tank screens, unmanned vending machine screens, etc., and the price is high.
LED transparent screen is the most widely used transparent display product on the market. It has the characteristics of ultra-wide viewing angle, ultra-light and ultra-thin, high perspective (up to 80%~95%), and low price. LED transparent display products can be divided into PCB hollow LED screen, LED ice screen, LED crystal film screen, etc., and have been widely used in window beautification, giant interior decoration and large-screen display. Among them, the LED crystal film screen is favored by the industry due to its flexibility and foldability.
It is reported that the crystal film screen adopts LED lamp bead bare crystal ball-planting technology, the lamp board adopts transparent crystal film film, and the surface is etched with transparent mesh circuit. On the glass curtain wall, the original structure of the building is not damaged. When not playing, the screen is invisible and does not affect indoor lighting.
The transparent display screen can make the screen as transparent as glass, while maintaining the transparency, it can ensure the richness of color and display details of the dynamic picture. At present, the common transparent display technologies on the market mainly include transparent OLED displays, transparent LCD displays, and transparent LED displays. According to data from market research institutions, the market size of transparent display in 2018 was US$524 million, and by 2024, the market size will reach US$4.933 billion, with an average annual growth rate of 46%. In the Chinese market, the scale of China’s commercial display market will exceed 180 billion yuan in 2020, and China’s transparent display market is developing rapidly.
As the leading transparent display technology in the transparent screen industry, OLED transparent screen is the main force of current transparent equipment. Without a backlight, each pixel can emit light independently, enabling near-perfect transparency, diverse designs, and vivid picture quality. These features maximize the advantages of OLED technology. Transparent OLED panels can replace glass windows, especially because of their high transparency, lightness and thinness, they can have extremely high application value in various spaces.
LED transparent display is the industry’s innovation of light bar screen. The patch manufacturing process, lamp bead packaging, and control system have been modified in a targeted manner. With the hollow design, the permeability is greatly improved. Among many transparent display technologies, LED transparent screen is the only one that is not limited by size and area, and can be made very large. When the screen is not lit, it hardly affects the appearance design and lighting of the building; after it is lit, graphics and videos can be played, and the colors are gorgeous and realistic. Therefore, it is widely used in modern architecture.
The basic principle of the LCD transparent screen is to fill the liquid crystal material between two parallel glass plates. The liquid crystal screen can display the depth of color by changing the arrangement of the molecules inside the liquid crystal material to achieve the purpose of shading and transmitting light. Add a filter layer of three primary colors in between, you can display color images, so that you can display the real objects while displaying the information. Since the liquid crystal itself does not emit light, its light source generally comes from the lamp tube or ambient light behind the display screen.
With the continuous development of display technology, transparent screens have emerged. Compared with traditional displays, transparent screens can bring users an unprecedented visual experience and a new experience. Since the transparent screen itself has the characteristics of screen and transparency, it can be applied to many occasions, that is, it can be used as a screen, and can also replace the transparent flat glass. Transparent OLED displays are widely used in digital signage commercial display, transportation, construction, home and other scenarios. For example, in Beijing Metro Line 6 and Shenzhen Metro Line 10, transparent OLED displays have been put into use; using OLED transparent screens in museums can provide more detailed and comprehensive knowledge interpretation, tell historical stories, regenerate ancient collections, and promote exhibition halls Digital experience; the home screen applied to interior decoration can enhance the sense of space integration and improve the high-end sense of decoration; when applied to high-end brand points, you can see the displayed products and image information, highlight the high-end image, and better achieve advertising effects.