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Screen projection technology to continuously improve to adapt to the market demand

Published:2014-04-30 Sources:hc360 Views:701

Although domestic industry already have decades of history, but the development of the technology is still a key driver of industry progress. Human society is now in the communications, information and displays the outbreak period. Under such a historical background, to grasp the direction of the evolution of technology, relying on technological progress, grasp the historical opportunity at the beginning of the new technology into, becomes one of the long-term strategy of domestic industries, but also the fundamental of domestic enterprises to prosper.

In the large screen display engineering, projection technique has the extremely important historical position. In a sense, the history of modern display, is also a history of projection technology evolution and application development. However, in the past three or four years, as the flat display technology in business and engineering market, projection technology core market position is being subjected to threats and challenges.

Once the brilliant history of projection technology

First of all, the projection technology is the best technology to implement low cost large screen display options. Until today, the situation has not been changed. In the early days of the business and education market, is the projector, projector is almost the only choice. Tablet into this market is until 5 years after what had happened. Within a few years at the beginning of the century, including the changhong (once the CRT projection first brand education, 3 years before the Chinese king of display), TCL (02-04 had planned to build the world's largest base of DLP rear projection TV), hisense (DLP rear projection TV product type and sales the best most state-owned brand), have been vigorously support the development of projection technology in the domestic market. Even, display and orthogonal projection products until today still national video conference system shows that the core of the product: the 1990 s began to vigorously for the construction of the display of the national video conference network equipment, projection is almost the only optional technical route.

Second, the projection can realize a series of still other display technology cannot achieve the display effect: these effects include the special edge fusion splicing display technology; Ultra-high brightness display technology; Super small system of large screen display technology; Single large screen display technology; The best glasses 3 d display effect; Special-shaped surface seamless display technology (flexible display)... These characteristics make the projector on the stage, virtual simulation, cultural education, digital film, and other fields and high-end market has been the only mainstream display technology leadership. Moreover, in the future can be expected, the projection in these special application status will always have an alternative.

The projector products there are also many shortcomings

First, business and education market tablets is getting more popular. In education and business markets, especially the small and medium-sized conference room in the market, the projector has not convenient installation, adjustment of complex, screen brightness as tablets, as well as on the product concept is too professional, at the same time as tablet fashionable disadvantage. This makes the last three or four years to projection products in the market competition has suffered a setback. For education and business market, especially the small and medium-sized conference market, it must be particularly pointed out that: the fastest market was once regarded as the projector products is also the biggest potential market. But now, the projection products tend to have lost the dominance of the market, and the balance of competition in the tablet.

Second, the application of projection advantage market, is difficult to support the projection industry on the scale. There is no denying the fact that the high brightness engineering, digital cinema, 3 d, edge fusion, special-shaped surface display, etc, the customer only projection of this kind of technology can achieve satisfactory result of display. The application in the field of project cost is very high, enterprise profit is also high. But, after all, the application of this type are not mass applications. Moreover, the current market development speed is not fast, nor has the possibility of large-scale expansion in the future. With one thousand units, ten thousand units, or not more than hundreds of orders of magnitude to measure these special applications, difficult to support a scale the projection of the industry.

Third, the projection display market is go to Waterloo. First of all, family and education display market began to decline since 2003. Especially the domestic television market, account for the bulk of sales projection already extinct. Support for display products, currently limited to splicing wall area. However, splicing wall display of the market, are now facing the liquid crystal, plasma, and OLED product competition in the future. This field display the main advantage is that seam is minimal. Other flat stitching technique juncture, however, is in progress. Especially the future OLED technology is considered extremely narrow seam joining together for the production of products. At the same time, in another dimension of competition, cost, the tablet is the trend of the price advantage of back projection products.

Fourth, the micro projection market development did not succeed. 06 LCOS and DLP projection camp began cultivating mini projector market. This product can be in such tiny handheld devices, such as mobile phone dozen, even a few inches display screen. Expected in the "big picture" skills, obtained a lot of terminal enterprise. These enterprises are samsung, asus and other industry giants. However, micro projection opportunities come up two technical problems: the first is to improve the brightness of the key indicators of slow; The second is the resolution indicators difficult to ascend. This two problems determines the micro products in the short term is difficult to provide a good picture. 7 to 13 inches and as the popularity of mobile phones and tablets, micro for the concept of "small equipment big picture" has also been gradually lose market appeal. As projection technology and a huge market, micro shots at least in the predictable future, can't see the big breakthrough.

Fifth, projection technology in many areas still faces the challenge of the future according to the standard. Among them, the mainest is 4 k, 8 k, ultra-high resolution display and touch.

For 4 k and 8 k display technology can realize economic support means mainly three LCD, OLED, LCOS. The LCOS belongs to projection technology. The projection market sales of the largest LCD projector and DLP projection met with a lot of difficulties in high resolution. LCD projector is there has been no reliable more than 4 k level display products; DLP technology is stopped in the digital cinema and engineering 4 k projection, such expensive products. But the OLED and LCD tablet aspect have been accelerating to 4 k. 4 k according to the standard will be crushed plasma display technology "last straw", because the plasma technology is also facing a dilemma in high resolution. More important is the new display standard is not necessarily to 4 k for the finish line, later will have 8 k - by that time, perhaps only LCOS projection technology can achieve the new standard.

On the touch product, the enthusiasm of the market is unprecedented. Areas such as business, education, engineering, digital sign, almost always has a lot of appeal to the touch display. Even the domestic color TV there is no reason to against cheap touch product. IN recent years as the IN - CELL and ON - the CELL touch LCD technology development, touch and flat-panel display integration, large-scale development is accelerating. At the current popular six generation line substrate, for example, economic manufacturing 45 inch tablet touch unit is not impossible industrial project. This trend will make projection products new obstacles in many applications.

Sixth, traditional problems have not been able to solve projection technology. These traditional problems centered on light bulbs. Because of the existence of the light bulb, the application of the projector for ventilation cooling, humidity, dust, application maintenance requirements than other kinds of display technology. And for the light bulb is one of the consumable products, will also is one of the customer's cost burden.

However, projection display, whether orthographic projection and back projection are trying to improve these disadvantages. Application of new products such as LED and laser light source, for example, can effectively improve the carousel experience. But at the moment the LED on the brightness index is still unsatisfactory; A significant disadvantage of laser has high cost. Although these defects can be modified through time and constantly improve, however, and projection of flat-panel competition is in the "time" very nervous on the key competitive elements: opponents won't place waiting for you!

To sum up, although the history of the projection display technology is very bright, but if the describe the projection industry today is too much: "before the Wolf after tiger" in fact, the projector in commercial and education market is furious and tablet; In the display civil market has been thoroughly defeat; In micro and touch, 4 k does not bode well for this kind of emerging markets; The splicing display market are also experiencing a challenge... Projection technology and the market is precisely the "quantity" field. However, the good news is that in the professional market, such as engineering, such as cinema projection the dominance of temporarily safe, does not have any other technology competitive power. And projection technology is also in constant evolution algorithm and evolution in myself.

First, the projection technology first performance in the adoption of new light source of new experience. Already mentioned above, the traditional application of projection products experience defects, most with lamp light source.

The projector light source technology experience of key indicators have three: brightness, life and energy efficiency. The first is directly decided the projector product positioning, a key indicator of performance. High brightness projector can achieve better viewing experience and larger display, and low brightness projector are low cost, must turn off the lights, even under the condition of dark room to see the picture. Index of the second life, use the cost determines the key of the projector. The cost of replacement bulbs, so if you need to replace, so who are willing to in a display with alternative scheme under the premise of projection equipment purchase? The third problem of energy efficiency is directly decided the projector system stability and the complexity of the factors. High-end highlight why engineering projector is expensive, whole body? The core reason is that he needs to plan as a whole ventilation cooling and dust. And the cause of the complex thermal system must be used is the traditional light source and light bulbs most electricity is not turned into light energy, but has become a hot!

Now, the projection technology adoption of new light source technology mainly has LED and laser two kinds. The former has more application, which has also been gradually to the development of a variety of applications.

The LED light source is efficient solid-state light source, energy saving, environmental protection and long life characteristics. The LED light source on the life and energy efficiency to meet the various requirements of improving the projector product application experience. However, it is a pity that the brightness of the LED light source, to seek to highlight the projector display technology is still not perfect. Although, in theory the existing LED materials and processes can dig up at least 50-100% brightness improvement space, but it is the fastest also need two or three years to complete. However, the good news is that in display such doesn't require excessive compactness of the system products, LED light source can also be used serial sex: improve product final brightness index with more light source technology. In addition to the above advantages, LED light source on the color and contrast effect is better than traditional mercury lamp and halogen lamp progress; On the long-term trend of industry evolution, LED light source costs would have been reduced.

Laser light sources and is just as much a solid-state light source, LED light source with LED is more efficient than the characteristics of energy saving and high brightness, long life. With a laser as light source, projection display from the point of view of technical experience is almost perfect. However, the cost of the laser is a big problem. And cost must be consumer and engineering customers whether to buy the product of major obstacles. Now laser light source applications, therefore, the industry is more optimistic about the physical domain, especially there is no alternative display technology, must use the projector.

Second, the projection technology innovation, in addition to adopt the new light source, the tablet is also a major trend. 5 years, before and after the DLP projection technology at the core of the upstream manufacturers Texas instruments in research using a laser or LED light source and compact optics manufacture flat back projection TV technology. Texas instruments eventually introduced a thickness of only 10 centimeters of DLP rear projection TV. This technical note back projection is capable of tablet is changed.

But the tablet of the projector, need more compact interior design. It must adopt efficient light source products. Currently the only can meet the demand of the laser light source. And the cost of the light source has not come down. In contrast, flat display product cost is falling. In 2005, SONY has said 60-70 - inch rearprojection televisions (LCOS) can achieve QiBaQian yuan price. Haven't such as SONY, however, achieve this low-cost domestic product planning, tablet has stood in the same starting line and projection on price. The price of 60-70 - inch LCD flat has dropped to ten thousand yuan or less.

Based on the current technical route, projection implementation tablet can only lie in the LED light source. On the DLP Mosaic products, LED light source products accounted for more than half of the high-end market. The industry expected, in the LED lighting source, on the basis of further ascension, DLP rear projection splicing going flat. At the same time, the plate joining together further evolution, especially in the era of OELD, seam will be smaller, and even the DLP. This situation if happen, the focus of the two camps competition will be only one price. And using LED light source tablet DLP joining together without any reason on cost is significantly higher than other flat panel display technology. If tablet of projection under the support of new light source, in the field of education, conference, business, display the resurrection, a city back and not impossible.

Although tablet of DLP splicing is a predictable, and basic feasible solution on the technology, but after all, there is no manufacturer is willing to "the first to eat crab". Under this situation, small talk DLP splice plate more the taste of some of the "empty".

Whether it is a new light source, or tablets, projection technology must evolve, even 4 k, 3 d, touch these concepts and projection must seriously thinking of problem. New technical requirements, direction, will be the entire period of projection display industry major "problem". And if the new demand of technological innovation, think together, you will find projection industry another big disadvantage: corresponding to this is the article say projection the third point of innovation, which is the most key point - "industrial innovation".

Lost in the global market, after 3 years, projection display TV product, lost the biggest civil market makes projection technology. This projection are directly related to the industry's future can be expected size "ks". In '06 07 years, tablets, especially the LCD flat start with education, business, such as digital signs emerging (relatively flat display traditional IT) and color television market applications, deep into the projection. Let the projection and tablet a significant adjustment in the competition again.

Big business impact of this transformation makes the projector's annual sales volume size and growth situation is not optimistic. While the tablet with IT and the color TV set two plates support, more new business according to the expansion of markets, such as digital signs, market growth is almost like a duck to water. The difference of terminal products business, will be conductive to the upstream market. Such as SONY, Texas instruments, the projection chips, or the optical and light machine companies such as ricoh, and ultimately form a projection of the whole industry chain "competitive disadvantage".

Projection industry chain competition weak is projection industry's "biggest problem", is also a projection and "tablet" the biggest weakness of competition. Is beyond the specific product shape and technical experience.

This problem is: concentrated marketing resources do not contrast, projection sentiment comprehensive defeat to flat; Many upstream r&d resources is lower than the tablet industry; Products, components, materials industry r&d input is lower than the tablet industry many; Terminal and downstream support of many manufacturers, distributors below the tablet industry. At the same time, LCD and projection need LED light source components, projection needed product technical standards, especially the brightness level is more than many LCD products. This kind of the weakness of the industry chain, is not only a concrete technical question, is also a "spiritual" problem: it leads to the projection industry to overestimate their own lack of confidence and risk, and further affect the whole projection industrial innovation desire.

In innovation in this regard, the projection is the current situation, problems, touch, 4 k, 3 d, flat, new light source, the marketing innovation investment as tablet (whether in the strength of the upstream industry and industry long-term expectations or the size of the downstream of the industry: lost rear projection TV, projection has lost one of the biggest potential market); Diversity companies choose industry diversification, such as the DLP stitching companies are LCD splicing wall products), rather than the full support of the projection application product innovation; Tablet say that the advantages of customers for its "extra" in many occasions, especially in the vast application market especially (color TV, affordable security conference rooms, digital sign, etc.).

These caused by industrial structure and industrial structure "disadvantage" projection display products, need is the projection display industry "industry innovation" - the subject is far less than the new projection light source, flat, 4 k is more difficult to solve.

Although, projection display products in domestic areas face many competition and adverse, but the application of projection products experience advantage is still huge. Relevant firms adopt "to promote industrial growth needs to experience" the refinement of competitive thoughts, will be able to long-term to landscape in modern industry.

Projection of the so-called "application experience advantage" mainly reflects on the special applications: such as the aforementioned digital cinema, high-end engineering and so on. These fields projection temporarily no alternative. And in some areas, such as education and conference room in the market, the projection also has a lot of competitiveness: in large classrooms and large conference room, the customer still need large size display system, the tablet is the display size can not meet the needs of this type of application, projection in these markets still retain absolute advantage of the market. In the domestic market, more than 80 inches of display, the effect of projection and cost have the advantage of the unprecedented, projection should become the core of the domestic high-end display options. In the field of digital sign, digital environment and the display system of construction engineering, decoration design integrated market development is also can find a unique positioning of the projection. New light source in the field of DLP joining together, almost let projection and tablet in the absolute competitive advantage, if tablet of back projection, the market still can period - this type of application vendors can also take full advantage of the characteristics of professional market customer high viscosity, especially in the OLED is not small, liquid crystal seams down temporary difficulties, plasma facing delisting of situation should be more DLP splicing manufacturers vigorously innovative opportunity.

With the growth of demand pull projection industry experience, the core is to grasp these niche applications projection technology incomparable advantage, is the play of fine competitive strategic value, using the technology experience barriers to construct small ecological projection industry grow. The opposite of this strategy is easy to scale, and sacrifice profits for short-term do big size, on the run from the projection, the projection and tablet direct competition, in an attempt to leverage the advantage of the tablet market, etc.

"To promote industrial growth needs to experience" the refinement of competition thinking, projection is not a simple says, is that the structure of flat panel display technology in the future the accessory and additional product, but stressed that "a short, feet, director of the circumstances of competition strategy. In the field of refinement of projection advantage, not a projection and tablet competition problem in a battle, but these areas tablet or temporarily no market advantage at all. Occupation of these areas, and continuously innovation and improve projection value of "experience" in these areas, is the first task of projection industry. The task of the core thought is: projection with flat compete, just where she does best, do the most things to do.

Projection technology has created a huge domestic application industry, but also in creating a brand new tablet now domestic industry application of glory; Two major techniques in the industry structure in the form of competition has started early, but on the small industrial structure, the projection is not completely loser: projection industry enterprises want to do is to their foothold in projection can win niche, rather than against flat, fear or flat.

To realize the relativity of tablet on the strength advantages, realize tablet technology can't be used, the projection screen industry should be full of confidence to continue to promote their own field of vision. Projection industry problem is not between the plate and projection choose sides, but on demand and application experience, play to their respective strengths. Hold the essence of the common development of good tablets and projection, is the key to the projection enterprises constantly create new glory.

 

                                                                                                                              Information source: hc360

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