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Three dimensional TELEVISION Business Pattern as well as Marketplace

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Three dimensional TELEVISION Business Pattern as well as Marketplace Powered By Docstoc
					                                                             Special Report
                                                                     May 2010



               3D TV Industry Trend and
                   Market Forecast

                                     SAM
                                                       PLE
Displaybank Co., Ltd.
8F Yatap Leaders Bldg. 342-1 Yatap-dong, Bundang-ku,
Seongnam-si, Gyeonggi-do, Korea 463-828
Phone: (82) 31-704-7188, Fax: (82) 32-704-7187
e-mail: sarah@displaybank.com




URL : www.displaybank.com
                              SAM
                                                                     PLE
                                      Copyright 2010 Displaybank Co., Ltd.
                                                    All rights reserved.

No material contained in this report may be reproduced in whole or in part without the express written permission of
Displaybank Co., Ltd. This report is intended for the sole and exclusive use of the original purchaser and may not be distributed
or transferred in any form to any other person or entity.

Displaybank Co., Ltd. provides the information in this report for informational purposes only and does not grant any express or
implied warranty, guarantee, or representation concerning the information contained in this report, its merchantability, or its
fitness for a particular purpose or function. Any reference to any specific commercial product, process, or service by trade
name, trademark, manufacturer, or otherwise, does not necessarily constitute or imply its endorsement, recommendation, or
favoring by Displaybank Co., Ltd. Neither Displaybank nor any of its affiliates shall be liable to you or any third party in
damages of whatever kind that may result from any reliance on (or use of) any information contained in this report. By
receiving this report, you acknowledge that any reliance on information contained in this report shall be at your sole risk and
that no representations have been made to you that are inconsistent with the foregoing.



                                               Ⓒ Displaybank Co., Ltd. 2010, Confidential                                           2
Index




        1. Overview-----------------------------------------------------    5


        2. 3D Industry and 3D Technology---------------------------         8




                 SAM
        3. 3D TV, Broadcasting, and Standardization Trend-------- 24




                                                     PLE
        4. 3D TV Technology Issue-----------------------------------


        5. 3D TV Strategy by Major Maker---------------------------
                                                                            44


                                                                            64


        6. 3D TV Market Analysis and Forecast (2009~2014) ----- 82


        7. Conclusion--------------------------------------------------- 108




                               Ⓒ Displaybank Co., Ltd. 2010, Confidential        3
  Index - Detail


1. Overview                                                                 3.5. 3D PDP TV vs. 3D LCD TV                               5.3. Partnership by 3D TV Maker
  1.1. Research Background                                                  3.6. 2D TV Brightness vs. 3D TV Brightness                 5.4. 3D TV Technology Type Positioning by Maker
  1.2. Research Methodology                                                 3.7. 3D Broadcasting and Standardization Trend
                                                                              3.7.1. History of 3D Broadcasting                      6. 3D TV Market Analysis and Forecast (2009~2014)
                                                                              3.7.2. 3D Broadcasting Service Status                    6.1. 3D TV Market Analysis
2. 3D Industry and 3D Technology
                                                                              3.7.3. 3D Broadcasting Technology                           6.1.1. Evolution of TV Industry
  2.1. History of 3D Technology Advancement
                                                                              3.7.4. 3D Standardization Mechanism                         6.1.2. 3D as New TV Function
  2.2. 3D Industry Trend
                                                                              3.7.5. 3D Standardization Contents                          6.1.3. Initial Market Entrance of FHD & LED TV
    2.2.1. Background of 3D Industry Emergence
                                                                                                                                          6.1.4. Endeavor of Omnidirectional 3D Promotion and Content
    2.2.2. 3D Industry Field




                                                                     SAM
                                                                            4. 3D TV Technology Issue                                Expansion
    2.2.3. 3D Industry Characteristic                                                                                                     6.1.5. 3D SWOT Analysis
                                                                              4.1. Image Quality Issue
    2.2.4. 3D Industry Technology Tree                                                                                                    6.1.6. 2010 TV Business Plan by Major TV Maker
                                                                                 4.1.1. 2D/3D Transition Technology
  2.3. 3D Technology Overview                                                    4.1.2. 240Hz Drive Technology                         6.2. 3D TV Market Forecast




                                                                                                        PLE
    2.3.1. Principle of 3D Realization                                           4.1.3. Cross-talk                                        6.2.1. Overall - 3D TV Market Size
    2.3.2. 3D Display Technology Classification                               4.2. 3D Glasses                                             6.2.2. Overall – Overall TV Market Forecast
        a. Overall                                                               4.2.1. 3D Glasses Comparison                             6.2.3. Overall 3D TV Market Forecast and Penetration Rate Forecast
                                                                                 4.2.2. 3D Shutter Glasses Structure                      6.2.4. 3D TV Market Forecast by LCD, PDP, OLED Device
        b. Polarized Glass Type
                                                                                 4.2.3. 3D Shutter Glasses Operation Principle            6.2.5. 3D TV Market Forecast by Size
        c. Shutter Glass Type
                                                                                 4.2.4. 3D Shutter Glasses Specification                  6.2.6. 3D TV Market Forecast by Region
        d. Comparison Between Polarized Glasses and Shutter Glasses Types
                                                                                 4.2.5. 3D Shutter Glasses Issue                          6.2.7. 3D TV Market Forecast by Type
        e. Lenticular Type                                                                                                                6.2.8. 3D LCD TV Market Forecast and Penetration Rate Forecast
                                                                              4.3. 3D Polarization Filter
        f. Parallax Barrier Type                                                                                                          6.2.9. 3D LCD TV Market Forecast by Size
                                                                                 4.3.1. Micro Polarizer Structure
        g. Comparison Between Lenticular and Parallax Barrier Types                                                                       6.2.10. 3D LCD TV Market Forecast by Region
                                                                                 4.3.2. Micro Polarizer Manufacturing Method
                                                                                 4.3.3. X-pol Structure                                   6.2.11. 3D LCD TV Market Forecast by Type
3. 3D TV, Broadcasting, and Standardization Trend                                4.3.4. X-pol Adhesion Technology                         6.2.12. 3D PDP TV Market Forecast and Penetration Rate Forecast
                                                                                 4.3.5. Polarization Filter Issue                         6.2.13. 3D PDP TV Market Forecast by Size
  3.1. History of 3D TV
                                                                              4.4. LCD Panel                                              6.2.14. 3D PDP TV Market Forecast by Region
    3.1.1. Milestone
                                                                                 4.4.1. LCD TV Panel Technology Roadmap                   6.2.15. 3D PDP TV Market Forecast by Type
    3.1.2. 3D TV Launch Trend by Year
                                                                                 4.4.2. 240Hz Panel Roadmap                            6.3. 3D TV Price Forecast
  3.2. 3D TV Launch Trend
    3.2.1. 3D TV Launched in 2008 – Samsung Electronics
                                                                            5. 3D TV Strategy by Major Maker                         7. Conclusion
    3.2.2. 3D TV Launched      in   2008   –   Hyundai IT
    3.2.3. 3D TV Launched      in   2009   –   LG Electronics                 5.1. Overall – 3D TV Line-up by TV Maker
    3.2.4. 3D TV Launched      in   2010   –   Samsung Electronics            5.2. 3D TV Line-up and Business Strategy by TV Maker
                                                                                 5.2.1. Samsung Electronics
    3.2.5. 3D TV Launched      in   2010   –   LG Electronics
                                                                                 5.2.2. LG Electronics
    3.2.6. 3D TV Launched      in   2010   –   Panasonic
                                                                                 5.2.3. Sony
  3.3. 3D TV Structure
                                                                                 5.2.4. Panasonic
  3.4. 2D TV vs. 3D TV Cost Analysis


                                                                                 Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                                                4
 Chapter 1. Overview

           1.1. Research Background
           1.2. Research Methodology




SAM
                        PLE


  Ⓒ Displaybank Co., Ltd. 2010, Confidential   5
1.1. Research Background



                 Starting with the movie, “Avatar”, interests in 3D began to explosively increase. Accordingly, major TV makers endeavor to
                 rapidly expand the 3D TV market. Samsung Electronics has launched the world’s first shutter glass type 240Hz 46” and 55”
                 3D LED TVs in February 25. The company intends to lead the premium 3D TV market following the LED TV market. LG,
                 Sony, and Panasonic also accelerate their product launches and the competition between 3D TV makers fully begins.




                              SAM
                 Based on such trend, the year 2010 is expected to become the first year of 3D TV generalization which sells over 6 million
                 3D TVs. Upon the full market opening, Displaybank prepares a report under the title, “3D TV Industry Trend and Market




                                                                     PLE
                 Forecast” which discusses the emergence background of 3D TV, issue, business strategy by major maker, and market
                 forecast.


                 [Major Research Item]
                 - Analysis of 3D TV emergence background and growth factor
                 - Professional analysis of 3D TV issue
                 - Expected 3D TV sales volume and business strategy of major TV makers
                 - Mid to long-term 3D TV market forecast until 2014


                 This report intends to assist 3D TV related companies, new companies with interests in 3D business, and TV makers to
                 forecast 3D industry and 3D TV market.




                                               Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                     6
1.2. Research Methodology


                 Displaybank collects information at all times through various conference data, display industry related exhibition data,
                 corporation result data and analysis data, press release data, and internet search. Through these information, Displaybank
                 analyzes supply & demand, price trend, cost, and technology systematically.

                 Displaybank is a market research company specialized in display and possesses a broad research range from materials and
                 equipments to finished products including LCD panel, PDP panel, OLED panel, component, equipment, TV, monitor, NotePC,
                 LED, PV, and secondary cell. It secures about 100 kinds of periodical reports regarding display related industries.
                 Displaybank analyzes and forecasts market more organically and accurately through professional data and human network
                 accumulated in various fields.




                             SAM
                                             TV Industry and 3D TV Analysis




                            Definition of Scope
                                                                    PLE         3D TV Business Strategy
                                                                                Analysis of Major Maker             3D TV Forecast




                                                      3D TV Issue Analysis




                 In particular, this report proceeds with mid to long-term 3D TV market forecast based on the analysis of the emergence
                 background of 3D TV in the TV industry, 3D TV issue, and 3D TV business strategies of major TV makers.



                                              Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                      7
Chapter 2. 3D Industry and 3D Technology

         2.1. History of 3D Technology Advancement
         2.2. 3D Industry Trend




    SAM
          2.2.1. Background of 3D Industry Emergence

          2.2.2. 3D Industry Field




                                   PLE
          2.2.3. 3D Industry Characteristic

          2.2.4. 3D Industry Technology Tree

         2.3. 3D Technology Overview

          2.3.1. Principle of 3D Realization

          2.3.2. 3D Display Technology Classification

              a. Overall

              b. Polarized Glass Type

              c. Shutter Glass Type

              d. Comparison Between Polarized Glasses and Shutter Glasses Types

              e. Lenticular Type

              f. Parallax Barrier Type

              g. Comparison Between Lenticular and Parallax Barrier Types




             Ⓒ Displaybank Co., Ltd. 2010, Confidential                           8
  2.1. History of 3D Technology Advancement



“3D technology has been        The 3D technology has been blooming in 60-year intervals during the past 170 years.
advancing in 60-year           The first peak came in 1890 when the 3D movie technology was invented and the second peak was in 1950s with the 3D
intervals during the past      movie production boom.
170 years”                     In 1890, which was the first peak of the industry, the 3D movie technology was invented, but the 3D had failed in
                               commercialization. In 1950s, which was the second peak, the industry had failed in resolving the visual fatigue issue despite
                               the 3D movie production boom. Instead, the emergence of black and white TV drew people’s attention. The present time is
                               faced with the third peak of the industry due to generalization of 3D TV which brings the 3D industry to homes as the 3D




                                           SAM
                               movies became big hits along with advancements of 3D technology.




                                                                                   PLE
                                                                                                                           3D-Ready DLP/PDP TV (2006)
                                                                                                                           3D-Ready LCD TV
                                                                                          2nd 3D Movie Boom                Digital Stereo Camera
                                                                                   (Analog Film Movie) 1950’s              3D Mobile Phone
                                                                                                                           3D Blu-ray Solution
                                                                                                                           3D Broadcasting

                                                 Anaglyph (1891)                                                             3rd Digital 3D Movie Boom
                                                  1st   3D Movie (1903)
                                                         Integral Photography
                                                         (1908)                                                     Digital
                                                            Parallax Barrier                                        Holography
                                                            Lenticular                                              (1989)
                                  Prism                     (1915)
                               Stereoscope
                                (Brewster)
                 Wheatstone
                 stereoscope


               1838                          1890’s                                                   1950’s                              2010’s
                                                                         60years                                        60years

                                                             Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                        9
  2.2. 3D Industry Trend
      2.2.1. Background of 3D Industry Emergence– 3D Movie Boom


“rapidly growing global 3D    Interests in 3D heightens across the globe due to the movie, Avatar. Avatar has set a phenomenal record of No. 1 box office
industry “                    in North America, No.1 box office in the world, No.1 box office in Japan, China, and the U.S. for 8 consecutive weeks, and
                              exceeding 13 million viewers in Korea. Such success of Avatar not only suggested the achievement of a single movie, but
                              introduced a new trend to the 3D image industry, a new image industry.



                             “the history of movie will be divided into pre- and post-



                                          SAM
                                                     Avatar”




                                                                                 PLE

                                                                                            “make 2010 World Cup more exciting”



                                                           Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                       10
 2.3. 3D Technology Overview
      2.3.1. Principle of 3D Realization


“physiological factors of 3D   3D displays are produced by using various factors of human sensation.
recognition: binocular         Human’s stereoscopic recognition involves physiological and psychological factors.
parallax, motion parallax,
convergence,
accommodation”                 Physiological factors are the ones that give a sense of depth through an actual and physical stimulation. Human’s optic
                               nerves or eye muscles are physically stimulated. These factors include a binocular parallax, motion parallax, convergence,
                               and accommodation.




                                               SAM
                                     Binocular Parallax                  Motion Parallax                        Convergence                    Accommodation




                                                                                      PLE
                               The binocular parallax occurs
                               due to 65mm distance
                               between two eyes of human.       The motion parallax occurs
                               It occurs because the two        due to relative movement
                               eyes view slightly different     of observer and object.
                               images when looking at the       The sense of depth is gained
                                                                                                        The convergence is a            The accommodation is a
                               same object due to the           when the observer moves as
                                                                                                        recognition of depth through    recognition of depth through
                               distance. Images from left       objects in front appears to
                                                                                                        rotation angle of two eyes      adjustment of lens focus of a
                               and right eyes are delivered     move faster.
                                                                                                        that gaze at a single object.   single eye.
                               to the brain through optic       In addition, the 3D effect is
                               nerves. Then, the brain          gained as the image view by
                               recognizes the parallax          the observer differs per
                               through homologous point         location.
                               analysis and it recognizes the
                               depth.

                                                                Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                              11
2.3.2. 3D Display Technology Classification
  a. Overall


                    The 3D display realization method is classified based on image recognition method, viewpoint, and glass application.
                    The glass type is divided into a polarized glass type and shutter glass type, whereas the no glass type is includes a lenticular
                    lens type and parallax barrier type.
                    In addition, an integral photography, holography, and volumetric display fall under the no glass type, but they are currently
                    being tested.




                                   SAM
                                                                                                                   3D Technology
                                     Realization          Glass             Left & Right Image
               3D Effect
                                      Method            Application           Display Method             3D Only              2D/3D Conversion




                                                                           PLE
                                                                                  Space Division                              Polarized Glass Type

                                     Stereoscopic         Glass Type

                                                                                  Time Division                                Shutter Glass Type

               True 3D
                Display
                                                                                                      Parallax Barrier          Switchable Barrier
                                                                                  Space Division
                                                             No                                       Lenticular Lens            Switchable Lens
                                  Auto-Stereoscopic
                                                          Glass Type
                                                                                  Time Division


                                  Volumetric Type
               Real 3D                                        No
               Display                                     Glass Type
                                     Holography


                                                     Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                        12
Chapter 3. 3D TV, Broadcasting, and Standardization Trend
                3.1. History of 3D TV
                  3.1.1. Milestone
                  3.1.2. 3D TV Launch Trend by Year
                3.2. 3D TV Launch Trend




            SAM
                  3.2.1. 3D TV Launched in 2008 – Samsung Electronics
                  3.2.2. 3D TV Launched in 2008 – Hyundai IT




                                             PLE
                  3.2.3. 3D TV Launched in 2009 – LG Electronics
                  3.2.4. 3D TV Launched in 2010 – Samsung Electronics
                  3.2.5. 3D TV Launched in 2010 – LG Electronics
                  3.2.6. 3D TV Launched in 2010 – Panasonic
                3.3. 3D TV Structure
                3.4. 2D TV vs. 3D TV Cost Analysis
                3.5. 3D PDP TV vs. 3D LCD TV
                3.6. 2D TV Brightness vs. 3D TV Brightness
                3.7. 3D Broadcasting and Standardization Trend
                  3.7.1. History of 3D Broadcasting
                  3.7.2. 3D Broadcasting Service Status
                  3.7.3. 3D Broadcasting Technology
                  3.7.4. 3D Standardization Mechanism
                  3.7.5. 3D Standardization Contents




                       Ⓒ Displaybank Co., Ltd. 2010, Confidential       13
 3.1. History of 3D TV
     3.1.1. Milestone


“In 2010, 3D TV market is         In order to discuss the history of 3D TV, we will take a look at the big flow since 2008 first.
expected to be fully
created”

                                                  Hyundai IT

                                                   32”,46
                                                     ”                                     47”
                        Polarized




                                               SAM
                                                   LCD TV                                 LCD TV
                        Glass Type



                                                                                                                                          ?
                                                                                       PLE
                                                                                                              47”, 55”
                                                                                                              LED TV


                        Shutter                    40”/50”
                                                   PDP TV                                                                       50”,54”
                     Glass Type                                                                               46”,55”           PDP TV
                                                                                                              LED TV


                                                    2008                                   2009                          2010             2011




                                  In 2008, Samsung has launched a shutter glass type 3D PDP TV. In the shutter glass type, a cross-talk effect, of which left
                                  and right eye images are superposed upon a slow frame transition speed, occurs. At this time, PDP’s MPRT (Motion Picture
                                  Response Time) was less than 3ms and LCD’s MPRT was about 16ms. It was easier to realize the 3D with PDP TV so the 3D
                                  TV was launched in PDP TV. Hyundai IT has launched a polarized glass type 46” 3D TV targeting Japan market. At this time,
                                  Hyundai IT has secured a monopoly supply to BS11. In 2009, LG Electronics also launched a polarized glass type 47” 3D
                                  LCD TV. As the 3D TV drew huge attention in 2010, Samsung Electronics, LG Electronics, and Panasonic launch shutter glass
                                  type 3D TVs one after another and the 3D TV market competition becomes intensified.


                                                                 Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                     14
 3.2. 3D TV Launch Trend
     3.2.1. 3D TV Launched in 2008 – Samsung Electronics PAVV Cannes PDP 3D TV A450


“in 2008 3D Ready PDP      Samsung Electronics has realized the industry’s first 1 million : 1 contrast ratio and launched 42” and 50” 3D Ready TVs, “PAVV
 Cannes A450 launch        Cannes 450”, which enables 3D contents such as 3D games and movies in February 2008. The 3D Ready PDP TV applied a
                           black panel and cell light control, which display deep black color, to realize a mega contrast ratio. The TV was also installed
                           with an image quality improving chip, “DNIe+ (Digital Natural Image engine +) and focused on displaying clearer image quality.




                                       SAM
                                                                              PLE
                                                                [3D Ready PDP TV Analysis Launched in 2008 – Samsung Electronics Cannes A450]

                                                                               Model                   PN42A450P1D                     PN50A450P1D
                                                                            Screen Size                     42”                             50”
                                                                                 Type                                Shutter Glass Type
                                                                             Resolution              HD (1024×768) 60Hz            HD (1366×768) 60Hz
                                                                           Contrast Ratio                               1 million :1
                                                                            Connection
                                                                                                           Three HDMI 1.3 terminal employment
                                                                             Terminal
                                                                             Content                     Singed supply contract with Electronic Arts
                                                                                 Size                 1055×668×94mm                    1231×756×95mm
                                                                               Weight                       27Kg                            35Kg
                                                                            Product Price                KRW 1.75M                        KRW 2.5M
                                                                          * Product price is based on launch price




                                                        Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                           15
3.4. 2D TV vs. 3D TV Cost Analysis


                  As of Q1’10, the edge type LED LCD TV (2D TV0 cost composition is explored to find the 46” 2D TV’s material cost is




                               SAM
                                                                     PLE
                                                         [2D TV vs. 3D TV Cost Analysis – 46” & 55”]

                     Product                                                           46" LED TV (Edge)     55" LED TV (Edge)
                     Frame rate                                                       120Hz       240Hz     120Hz          240Hz
                                                                                      2D TV       3D TV     2D TV          3D TV
                     LCD Module
                     Tuner (Combo)
                     Video Processor
                     Audio Processor
                     Other Circuit
                     Circuit sum
                     Mechanical sum
                     etc. (CKD Pack + Tax + Freight + Loss + H/C)
                     Material cost
                     Manufacturing O/H
                     Total Manufacturing Cost
                     Additional Cost


                                               Ⓒ Displaybank Co., Ltd. 2010, Confidential                                               16
3.6. 2D TV Brightness vs. 3D TV Brightness


                  The brightness and resolution of polarized glass type and shutter glass type 3D TV and 3D TV were compared.

                  The polarized glass type installs a polarization filter in front of a panel that its brightness compared to 2D shutter glass




                  셔터글래스 방식의 경우 2D에서 3D로 변환되었을 때 휘도는 . 3D 안경을 착용하면 로 휘도가 더욱 낮아진다. 셔터글래스




                               SAM
                  방식의 3D TV에서는 고휘도를 위한 노력이 선행되어야 한다.




                          Brightness %
                                                    2D
                                                                       PLE
                                                              Polarized Glass


                                                                      3D          3D/Glasses         2D
                                                                                                                  Shutter Glass


                                                                                                                      3D            3D/Glasses


                        (Based on Shutter
                            Type 2D)

                            Resolution

                                            ※ Measurement Condition: measured with maximum brightness in darkroom in 50 cm distance through
                                            brightness measurement instrument (Minolta’s product)



                  The 3D TV’s resolution decreases by ½ when transitioned from 2D to 3D for polarized glass type. The 2D/3D resolution is
                  the same for shutter glass type.




                                                 Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                      17
 3.7. 3D Broadcasting and Standardization Trend
      3.7.1. History of 3D Broadcasting


“in 1953, the U.S. begins
                                 The word’s first trial 3D broadcast was carried out in the U.S. in 1953. At this time, the 3D movie boom had just begun and the
the world’s first 3D TV
                                 broadcast was simply a experiment. The first 3D commercial broadcast was done in 1980 through Select TV.
broadcast”
                                 The history of 3D broadcast is summarized in the following:

                                    • 1953 – U.S. begins the world’s first trial 3D TV broadcast
                                    • 1980 – LA-based Select TV carried out the world’s first broadcast




                                              SAM
                                           - image quality was inferior (red-blue type or time-multiplex type was used)
                                    • 1990s - new hope for 3D Television
                                             - transition from ‘Analog’ to ‘Digital’ TV service




                                                                                    PLE
                                             - International standards, MPEG: MPEG-2 “MVP (Multi-view Profile)” standard completion LED LCD TV By Low
                                    Power RGB LED
                                    • 1998 – Japan-based NHK developed 3D HDTV transmission system (broadcasted Nagano Winter Olympics)
                                    • 2002 - ETRI developed 3D HDTV transmission system (broadcasted FIFA World Cup)
                                    • 2007 – Japan-based BS11 satellite TV began commercial 3D TV broadcasts (1hr/day)
                                    • 2008 - BskyB proceeded with trial3DTV broadcasts and developed 3D transmission technology (prepares for 2012 London
                                              Olympics opening broadcasts)
                                    • 2009 – at KCAT 2009, ETRI demonstrates 3D signal transmission and compression technology
                                    • 2010 – KCC begins trial 3DTV service (scheduled)
                                           - plans for World Cup South Africa broadcasts
                                    • 2012 – plans for London Olympics opening 3D broadcasts

                                       1953                                 1980                                 2008                       2010~


                            world’s first trial 3D TV           world’s first 3D TV                         Trial sports         World Cup South
                             broadcast                          broadcast                                       broadcast          Africa broadcast

                                          U.S.                      L.A-based Select TV                    England-based BSkyB         Japan-based Sony




                                                              Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                           18
Chapter 4. 3D TV Technology Issue
       4.1. Image Quality Issue
         4.1.1. 2D/3D Transition Technology
         4.1.2. 240Hz Drive Technology




SAM
         4.1.3. Cross-talk
       4.2. 3D Glasses




                               PLE
         4.2.1. 3D Glasses Comparison
         4.2.2. 3D Shutter Glasses Structure
         4.2.3. 3D Shutter Glasses Operation Principle
         4.2.4. 3D Shutter Glasses Specification
         4.2.5. 3D Shutter Glasses Issue
       4.3. 3D Polarization Filter
         4.3.1. Micro Polarizer Structure
         4.3.2. Micro Polarizer Manufacturing Method
         4.3.3. X-pol Structure
         4.3.4. X-pol Adhesion Technology
         4.3.5. Polarization Filter Issue
       4.4. LCD Panel
         4.4.1. LCD TV Panel Technology Roadmap
         4.4.2. 240Hz Panel Roadmap




         Ⓒ Displaybank Co., Ltd. 2010, Confidential      19
4.1. Image Quality Issue
  4.1.1. 2D/3D Transition Technology


                         In order to supplement deficient 3D contents form the initial 3D TV launch, a compatibility with the conventional 2D image is
                         needed. The 2D/3D transition technology extracts characteristics of 2D image and analyzes them to produce 3D images.
                         There are two methods of 2D/3D transition technology. One is to manually give 3D effects to individual images and realize
                         them through SW. The other is to realize the transition from 2D to 3D with a single chip.


                                                    2D/3D Transition Technology




                                     SAM
                                                                       2D to 3D




                                                                            PLE
                                                                     Stereoscopic
                                                                   Image Processor



                                    2D/3D S/W                                                            2D/3D Chip



                            2D to 3D                                                               2D to “3D LIKE (2.5D)”
                            Off-line Converter                                                     Real Time Converter

                               <Company>                                                              <Company>




                                                      Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                         20
Chapter 5. 3D TV Strategy By Major Maker

      5.1. Overall – 3D TV Line-up by TV Maker
      5.2. 2010 3D TV Line-up and Business Strategy by TV Maker




    SAM
        5.2.1. Samsung Electronics
        5.2.2. LG Electronics




                                      PLE
        5.2.3. Sony
        5.2.4. Panasonic
      5.3. Partnership by 3D TV Maker
      5.4. 3D TV Technology Type Positioning by TV Maker




                Ⓒ Displaybank Co., Ltd. 2010, Confidential        21
5.1. Overall –3D TV Line-up by TV Maker



          As the 3D TV rises in the TV Set market, 2010 products are fully launched.
          Samsung Electronics and LG Electronics actively began t3D LCD TV sales, whereas Panasonic plans to launch 3D PDP TVs in
          April. Sony is expected to launch 3D 240Hz LED TVs in the market after June.

          In particular, the number of Samsung’s 3D TV line-up is the largest of all and the company is predicted to lead the 2010 3D
          TV market based on various products including LED, LCD, and PDP. In addition, the edge type LED 3D TV, rather than the




                                      SAM
          direct type, is expected to lead the market for a while.

                                                  [2010 3D TV Line-Up by Maker]




                                                                            PLE
                                                                                                                                        (No. of Model)

         Maker              Device        Type      40”    42”      46”      47”      50”      52”   54”   55”   58”   60”   63”    65”      72”     Total

                         LED TV         Edge

                         LCD TV

                         PDP TV

                                        Edge
                         LED TV
                                        Direct

                         PDP TV

                                        Edge
                         LED TV
                                        Direct

                         PDP TV




                                                      Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                             22
5.2. 2010 3D TV Line-up and Business Strategy by TV Maker
 5.2.1. Samsung Electronics


                  In February 25, Samsung Electronics has launched shutter glass type 240Hz 46” and 55” 3D LED TVs. The company began a full
                  marketing in North America and Europe markets in March.
                  50” and 63” 3D PDP TVs, 3D LCD TV, and 3D LED TV 9000 series are scheduled for launch during 1H’10.
                  Following the 2009 LED TV, Samsung Electronics is expected to strengthen the 3D TV marketing in 2010.
                  As the company launched the LED TV in 2009, Samsung Electronics has brought the LED as a new TV trend and further enhanced
                  the brand power. In 2010, the company focuses the marketing in the LED 3D in order to create a new trend by combining the 3D




                                      SAM
                  with LED.
                  Of TV makers, Samsung Electronics is the only one that added the LCD 3D TV to line-up through low to medium price premium
                  strategy along with distributed 3D market pioneering.




                                                                              PLE
                                               Device                Series                   Size                    Key Feature
                                                                                              46"
                                                                     C9000                           Super Slim(7.98mm), Premium RCU
                                                                                              55"
                                                                                              46"
                                                                                              55"
                                                                     C8000                           240Hz/3D+enhanced Picture Quality
                                                                                              60"
                                               LED TV
                                                                                              65"
                                                                                              46"
                                                                                              55"
                                                                     C7000                           240Hz/3D
                                                                                              60"
                                                                                              65"
                                                                                              46"
                                               LCD TV                 C750                           240Hz/3D/CCFL
                                                                                              55"
                                                                                              50"
                                                                     C8000                    58"    3D, Titanium Bezel
                                                                                              63"
                                               PDP TV
                                                                                              50"
                                                                     C7000                    58"    3D, Super-Slim
                                                                                              63"



                                                        Ⓒ Displaybank Co., Ltd. 2010, Confidential                                               23
5.2. 2010 3D TV Line-up and Business Strategy by TV Maker
 5.2.1. Samsung Electronics




                                                                         2010
 High
                           C9000 (Edge, Slim)                                 LED 3D TV
                           46”, 55””                                          “
                           FHD, 240Hz




                                            SAM
                           Super Slim(7.98mm), Premium RCU
                           C8000 (Edge, Slim)




                                                                              PLE
                           46”, 55”, 60”, 65”
                  LED TV
                           FHD, 240Hz
                           Enhanced Picture Quality
  Product Level




                           C7000 (Edge, Slim, 4 Bars)
                           46”, 55”, 60”, 65”
                           FHD, 240Hz

                           C750
                           46”, 55”
                  LCD TV   FHD, 240Hz
                           CCFL

                           C8000
                                                                              PDP 3D TV 출시
                           50”, 58”, 63”
                           FHD, 680Hz
                           Titanium Bezel
                  PDP TV
                           C7000
                           50”, 58”, 63”
 Low                                                                           plans for launch.
                           FHD, 680Hz
                           Super-Slim



                                                        Ⓒ Displaybank Co., Ltd. 2010, Confidential   24
      Chapter 6. 3D TV Market Analysis and Forecast (2009~2014)


 6.1. 3D TV Market Analysis                                               6.2. 3D TV Market Forecast
    6.1.1. Evolution of TV Industry                                          6.2.1. Overall - 3D TV Market Size




                                   SAM
    6.1.2. 3D as New TV Function                                             6.2.2. Overall – Overall TV Market Forecast
    6.1.3. Initial Market Entrance of FHD & LED TV                           6.2.3. Overall 3D TV Market Forecast and Penetration Rate Forecast




                                                                       PLE
    6.1.4. Endeavor of Omnidirectional 3D Promotion and                      6.2.4. 3D TV Market Forecast by LCD, PDP, OLED Device
Content Expansion
                                                                             6.2.5. 3D TV Market Forecast by Size
    6.1.5. 3D SWOT Analysis
                                                                             6.2.6. 3D TV Market Forecast by Region
    6.1.6. 2010 TV Business Plan by Major TV Maker
                                                                             6.2.7. 3D TV Market Forecast by Type
                                                                             6.2.8. 3D LCD TV Market Forecast and Penetration Rate Forecast
                                                                             6.2.9. 3D LCD TV Market Forecast by Size
                                                                             6.2.10. 3D LCD TV Market Forecast by Region
                                                                             6.2.11. 3D LCD TV Market Forecast by Type
                                                                             6.2.12. 3D PDP TV Market Forecast and Penetration Rate Forecast
                                                                             6.2.13. 3D PDP TV Market Forecast by Size
                                                                             6.2.14. 3D PDP TV Market Forecast by Region
                                                                             6.2.15. 3D PDP TV Market Forecast by Type
                                                                          6.3. 3D TV Price Forecast




                                                 Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                       25
             6.2. 3D TV Market Forecast
               6.2.2. Overall – Overall TV Market Forecast


     “2010 global TV market is
                                                  The global TV market is expected to grow from 207 million units in 2009 to 223 million units in 2010 and show CAGR 7.5%.
     expected to reach 223                        For the TV market, which is expected to show negative growths after 2012, to grow again, demands must be created and
     million units”                               new products must be launched.




                        300.0


                                                            SAM                          10%                              200,000                                                                   40%




                                                                                                   PLE
                                                                                                                                                                                                    35%
                        250.0                                                                                                                                                                       30%
                                                                                         8%                               160,000
                                                                                                                                                                                                    25%
                        200.0                                                                                                                                                                       20%
<Mil.Unit>




                                                                                                    <M il.US$>
                                                                                         6%                               120,000                                                                   15%
                        150.0                                                                                                                                                                       10%
                                                                                         4%                                80,000                                                                   5%
                        100.0                                                                                                                                                                       0%

                                                                                         2%                                                                                                         -5%
                         50.0                                                                                              40,000
                                                                                                                                                                                                    -10%
                                                                                                                                                                                                    -15%
                            0.0                                                          0%
                                  2009    2010      2011     2012    2013       2014                                           0                                                                    -20%
                                                                                                                                       2009      2010      2011       2012      2013       2014
              WW TV Total         207.4   223.0     234.5   245.6    257.9     267.0
                                                                                                                 WW TV Total         109,872   139,964    163,126   167,646    157,568   141,963
              Annual Growth (%)   3.1%    7.5%      5.2%     4.7%    5.0%       3.5%                                                  11.3%      27.4%     16.5%      2.8%      -6.0%     -9.9%
                                                                                                                 Annual Growth (%)




                                                                                                                                     (Source: Displaybank Report ‘Worldwide TV Shipment Analysis, Q1’10’)


                                                                             Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                                                     26
 6.2. 3D TV Market Forecast
     6.2.3. Overall 3D TV Market Forecast and Penetration Rate Forecast – Unit Based


“3D TV is expected to         In the 2010 3D TV market, most major TV makers are expected to launch 3D TVs as they secure 3D TV line-ups. The 3D TV
record 6.2 million units in   is expected to record 6.2 million shipment units which is 3% of overall TV market.
2010 and 83 million units     If the popularity of 3D TV continues on, the 3D TV is expected to surpass 33 million units in 2012 to account for 13% of the
in 2014”                      overall market and exceed 83 million units in 2014 to account for about 31% of overall TV market.




                                                    SAM
                                                    300                                                                 100%

                                                    250
                                                                                                                        80%




                                                                                 PLE
                                                    200
                                                                                                                        60%
                                       <Mil.Unit>




                                                    150
                                                                                                                        40%
                                                    100

                                                                                                                        20%
                                                    50

                                                      0                                                                 0%
                                                          2009        2010        2011         2012     2013    2014
                                 3D TV Total               0.0         6.2        15.8         33.0     59.3    83.6
                                 WW TV                    207.4      223.0        234.5       245.6     257.9   267.0
                                 3D Portion (WW TV)        0%          3%          7%          13%      23%     31%




                                                           Ⓒ Displaybank Co., Ltd. 2010, Confidential                                                        27
Chapter 7. Conclusion




SAM
                        PLE


  Ⓒ Displaybank Co., Ltd. 2010, Confidential   28
SAM
                       PLE

                                              End of Report

 Ⓒ Displaybank Co., Ltd. 2010, Confidential                   29

				
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