'In the field of display devices, BOE shipments have been ranked first in the world.' 'BOE chairman Wang Dongsheng said BOE IPC • 2017 in November 14. Now BOE in the field of display legend has not limited to consumption Class electronics market, its car display products have also been imported into the mainstream of the global automotive brand.
Vehicles from manual driving to auxiliary driving, and then to the automatic driving change at the same time, the car display is also undergoing tremendous changes.Early manual driving car display mainly TN-LCD and PMTFT-LCD-based, after the car networking, car Display began to TFT-LCD single-point, multi-touch technology-based, the car has gradually entered the auxiliary driving phase.Guan Dongfang Chief Market Officer and Vice President Yuan Feng said that with the further development of intelligent cars, the car will be Achieve a high degree of automatic driving, car display will be more services in different needs of the display technology and interactive scenes.
BOE 12.3-inch car shaped instrument
To this end, BOE is landing smart car car display business layout.Yuan Feng said BOE is further accelerating the implementation of the global strategic layout of car display business, integration of superior resources, to create to provide 'display + display system + whole car electronic system' Car network solutions smart car business now BOE has launched aided driving system equipped with world premiere of gesture control head-up display (HUD), supplemented by full LCD instrument, large size control and intelligent rear-view mirror with a mobile Internet and Voice recognition function, you can at any time the incoming message, SMS, WeChat and other information pushed to the HUD, the real liberation of both hands and ensure driving safety.
Car through the car display global strategy 'meridians'
With the increasing demand for on-board touch screens for car-assisted driving and electric vehicles, as well as the ever-increasing concept of car networking, automotive displays are just needed in automotive applications and are becoming more versatile, including HUD head-up display, dashboards, Control screen, rearview mirror display, entertainment system and more.
According to market research firm SBD, the global smart car market will reach 39 billion euros in 5 years. By 2018, the market size of car networking services, vehicle communications and smart car hardware will reach 24.5 billion, 4.1 billion and 6.9 billion respectively Analysts believe that smart cars may be the new reference point for the transformation of traditional car prices in the Internet of Things era and will greatly stimulate user demand and increase market sales. The automobile industry is expected to open up entirely new market space.
Faced with such a large market space, BOE, one of the major display suppliers in the world, has entered its harvest period with its TFT-LCD production capacity. However, due to the relative lack of automotive customer resources in overseas markets, the global layout strategy is difficult to expand rapidly , In order to quickly cut into this market, in March last year, BOE acquired the company's main vehicle display system products, fine international, fine international there are exactly global channels And customer resources in the global LCD area has a 25% market share, the use of its advantages platform resources, BOE will accelerate the implementation of the global strategic layout of automotive display business.
With the global marketing service system covering North America, Europe and Asia, etc., Jingdian International provides products and services to automobile brands such as Mercedes Benz, BMW, Volkswagen and Ford, etc. After becoming a subsidiary of BOE, its on-board display products provide full-car display system, advanced driving Auxiliary systems, high-precision positioning systems such as full-vehicle electronic system solutions, as well as providing high-definition, shaped and curved display modules, has been applied to almost all the major automotive brands in the world.
Now BOE International has thoroughly opened up its strategic layout in the global car display market.Previously, BOE has a domestic car customers, leveraging the full range of marketing channels and customer resources, can create the world's leading car Display suppliers. Through business integration, BOE can quickly expand the smart car business layout of 'display + display system + whole car electronic system', it can be said that BOE pave the way for the transformation and upgrading of the company, and also for BOE The road of car display opened up the 'meridians'.
New car display big change
Car screen display with high resolution, high contrast, high reliability, wide viewing angle and other features, while the car digital intelligent display system is no longer a single modular equipment, the entire car display system will be shared from the hardware and software level Car refers to the show, entertainment, navigation, traffic projection and other full range of digital information processing and display, large-screen touch-demand will also be further enhanced.
According to Park Soo Bin, chief technology officer of BOE Technology Co., Ltd., the most important medium for realizing human-computer interaction in a smart car is a car display, but ordinary car display products have a low resolution and a single function, The development of car display will have a great change. 'Large area, high resolution, surface, low reflectivity, smart car through the car display to achieve human-computer interaction of the four major directions.' Park Sau-bin said, large The trend of screen + touch is obvious. New display technologies such as double-vision, special-shaped, transparent, gesture control, pressure sensing and so on will maximize the liberation of the human body and realize the display of ubiquity in the car.
The original Feng also believes that with the car to enhance the degree of intelligence and intelligence, the original decentralized information display control is difficult to adapt to the integration of information display operation has become inevitable, this process has spawned the demand for large-screen touch-based technology Speaking, LTPS high-resolution high-color gamut of large-size high-definition TFT-LCD products appear in large numbers, while ensuring the reliability of the pursuit of better display. Tesla has been the first to achieve large-touch console Screening, but by the car touch and big screen trends, Mercedes-Benz and other traditional manufacturers are also introducing large-screen and touch screen, a new car-controlled upgrade.
However, at this stage after the car upgrade new car display and the expected there is still a gap. 'New car display new requirements, strengthen the scene interaction, requiring information input, product form, information output innovation.' The original Feng said the new car display information input Innovative, require input intelligence and diversification of functions Intelligent display is the mainstream direction of the future car, car interaction can be seen everywhere, from touch to gesture and then eye control, interactive way more intelligent. Similarly, more interactive features , Such as surface touch, tactile feedback, pressure sensing and other functions will be a large number of these features will make people and cars interact more naturally.Individual interaction and various functions are for better information input experience.
At the same time, the new car display information output innovation, requiring higher definition, more vivid color, intelligent image quality to adapt to the vehicle environment in higher PPI, higher contrast, wider color gamut, anti-glare, double vision, etc. need to continue Innovative to meet the smarter in-car information output experience.
OLED flexible display will stand out
Faced with the new requirements of the new car display and the mainstream of the development direction, as well as in the car to achieve 'show ubiquitous' concept, you can think of a flexible AMOLED display will be essential new car display product shape innovation is to better integration Design aesthetics, and flexible AMOLED can achieve thinner and narrower border, the product more beautiful, the same size screen products can be made thinner and lighter, more portable. From the surface to bend, crimp, foldable, more and more Flexible, flexible OLED can expand the car more applications.
The development of flexible OLED technology also makes the display space of the car become more imagination.IHS data show that 2018 OLED car is expected to ship in batches, shipments in 2023 will increase about 20 times than in 2018. The original Feng introduction, BOE sixth generation flexible AMOLED production line has been mass-produced in Chengdu, which is also China's first flexible display production line, OLED display with ultra-thin, high color gamut, high contrast, high resolution, flexible, borderless features, Seamless fit within the structure to better achieve 'car everywhere'.
However, the current multi-touch TFT-LCD display is the mainstream technology of car display.Market data show that the traditional PM-LCD market will shrink faster after 2016, IPS camp TFT-LCD LCD display is becoming the mainstream choice of automotive plants With the mass production of flexible OLED panels, TFT-LCD market advantage or will be replaced.
The original feng that, OLED flexible display is accompanied by OLED throne display technology throne also quickly lit in the field of vehicles, a LCD technology to become an important technology to become car display.With the use of flexible screen, dashboard, center console And passenger car entertainment system will slowly evolve into a curved screen.
OLED flexible display in the field of automotive display demand will continue to rise, become the mainstream of automotive display innovation driver and market applications.Yuan Feng said that OLED flexible display will stand out in the new automotive display market, this is because the OLED flexible screen can do To the ultra-thin display, the display can be thinner, high color gamut, so that the display color is more rich, high contrast, make the display more vivid and rich, high resolution, get a better visual experience, smart touch, completely replace the traditional Physical buttons, into the era of full digital display operation, flexible, according to the needs of any shape can be customized to customize and design, and finally no border, increase the proportion of the screen, increase the use of experience.
As the largest and first AMOLED panel manufacturer in China, BOE is expected to lead the development of a new flexible car display and recreate its legend in the field of car display.At present, BOE is using car display as a carrier of information presentation, with the display system and The whole car electronic system to start the smart car business 'car network is an integral part of the smart car, but also the development of the Internet of Things important, BOE will also be an Internet of Things company in the future.' The other key element is autopilot, and in the long term, the future of smart cars is a human-to-machine-driven change that drives safer cars. In this process of machine driving, people and cars interact And car entertainment needs will have greater changes. Looking to the future, BOE will always adhere to customer-oriented, with an open mind and car industry partners in-depth cooperation, collaborative development, value creation, and jointly promote the wisdom of the car industry progress.