The Connection Between XR and Display Markets
On July 23, reports emerged highlighting the strong relationship between the XR (Extended Reality) sector and the display market. The OLEDoS display used for XR applications is a significant component of the entire device. Predictions suggest that Samsung Electronics will launch XR devices next year, making the supplier of display components a key focus in the industry.
Samsung‘s XR Headset Development
According to South Korean media on July 20, Samsung Electronics is preparing to introduce XR headsets. The company announced in February last year its intention to collaborate with Google and Qualcomm to produce XR devices, but specific plans have not been disclosed since then.
However, on July 10, Samsung Electronics’ MX Division President, Ryu Tae-won, stated at a press conference that the company would launch an XR platform this year, reigniting market interest. When asked if this meant an imminent product launch, he clarified that the plan is to establish an ecosystem before releasing products.
Understanding the XR Platform
Ryu’s reference to the “XR platform” likely pertains to an operating system (OS). Researchers from the Korea Institute for Industrial Economics and Trade (KIET) indicated that successful market entry for XR devices would require content; otherwise, sales could face challenges. Thus, “platform support tools” are interpreted as a need for early disclosure. Similarly, Apple unveiled its “toolkit” prior to the official launch of its XR device, allowing developers to start creating content for the platform.
Samsung’s Commitment to XR
While the concept of an XR platform remains somewhat abstract, the market perceives it as a sign of Samsung Electronics’ commitment to the XR sector. Some foreign media outlets predict that Samsung will unveil its XR devices in the first quarter of next year.
Leaked Specifications and Component Sources
Reports indicate that leaked information about Samsung’s XR devices includes key specifications. The chip will feature Qualcomm’s “Snapdragon XR2+ Gen 2,” a high-performance XR chip capable of supporting artificial intelligence (AI) functionalities and high-resolution displays. Additionally, the display will utilize Sony’s silicon-based OLED technology, suggesting that Sony may supply OLEDoS displays for Samsung’s XR products.
The Emerging OLEDoS Market
The XR market is still in its infancy, and the OLEDoS market is just beginning to develop. OLEDoS displays are primarily used for virtual reality (VR) and augmented reality (AR) applications. Compared to standard display panels, OLEDoS displays are more expensive due to their high resolution and brightness.
Display Costs in XR Devices
Currently, display components account for a significant portion of the total cost of XR devices. According to the Korea Development Bank’s Future Strategy Institute report titled “Current Status and Insights of the XR Display Market,” display costs constitute 34.1% of Apple’s “Vision Pro,” 17.6% of Meta’s Quest 2, and 29.6% of Sony’s PS VR2. Given that display components make up about one-third of the overall product cost, the growth of the display market is closely tied to the expansion of the XR market.
Competition for OLEDoS Supply
Sony is already supplying OLEDoS displays to Apple’s XR device, “Vision Pro.” Meanwhile, Samsung Display and LG Display have not yet begun mass production. Although both companies have the technical capability, the first XR machine, Vision Pro, currently only accepts Sony’s products, preventing them from initiating mass production.
Production Timeline and Predictions
Industry insiders suggest that display companies require 2 to 3 years to construct the necessary infrastructure for mass production after receiving orders and purchasing equipment. Since this is not a structure that can be prepared in the short term, there are predictions that Samsung Electronics may purchase display products from Sony.
However, to penetrate the expanding XR market, both Samsung Display and LG Display may accelerate their research and development of OLEDoS technology.
Market Growth Forecast
The KDB Future Strategy Institute reports that the XR market is projected to grow from $96 billion in 2020 to approximately $1.543 trillion by 2030.
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