Active matrix OLED (AMOLED) displays have been encroaching on the leading LCD technology in small and medium (9” and smaller) displays, as mobile phone manufacturers have increased adoption. According to the NPD DisplaySearch “Quarterly Small/Medium Shipment and Forecast Report”, this has led to AMOLED capturing 6% of the small/medium display market in 2012 and is forecast to more than double by 2015 to 13%.

Total OLED display shipments are expected to reach 191 million in 2012, accounting for an 8.4% share of the overall small/medium display category.

Mobile phones continue to drive the growth of the OLED market, and mobile phone applications are expected to have a 69% share of the total small/ medium OLED market in 2012, growing to 83% in 2015. However, mass adoption of AMOLED technology will need to overcome some very real hurdles, according to DisplaySearch. Market entry for newcomers is challenging due to the very detailed and technical engineering and production experience required for OLED manufacturing. On average, successful entry takes five years. In addition, AMOLED display technology is more expensive to produce, which undoubtedly impacts demand. (Source: DisplaySearch)