1. Strengthen the cell phone screen hardness
Samsung and Apple are trying to be accounted for by raising the screen glass hardness, and
strengthen the high-end smartphone City. Samsung and Apple are planning a new generation of
high-end smart phones, the import intensity up to the 800Mpa the protection glass to reduce
screen breakage rate and increase the security by the end consumer. To take to pull the big
competitors in the hardware specifications gap to consolidate the status of high-end smart phone
market.
IHSDisplaybank, senior industry analyst WU Shan with, Samsung and Apple is gearing up to
expand its high-end smart phones to import the layout of the On-cell and In-cell touch panel, to
pull and competitors in the hardware specifications of difference.
IHSDisplaybank, senior industry analyst NATIONAL NATURAL with that to improve the
robustness of the screen, Samsung and Apple's next-generation smartphone R & D direction.
Consider the double-glass (G / G) pairs (G / F / F) thin-film and monolithic glass (OGS) Touch
program is adopted to protect the glass and touch panel before fitting and then cutting process, if
the intensity of use 600Mpa above the protection of glass prone to rupture when cutting,
reducing the production yield. Potential to be used to protect the glass and the touch panel
before cutting paste together the On-cell and embedded (In-cell) technology, in order to use the
strength of up to protect the glass more than 800Mpa. As a result, the On-cell and In-cell have
been Samsung and Apple next-generation high-end smart phone products, the preferred touch

2. program.
It is understood that Samsung plans to release in the second half carrying Flexible
active-matrix organic light-emitting diode (AMOLED) panel YOUM high-end smart phone, that
imports its own On-cell technology; As for Apple, as Sharp ( Sharp), LG Display (LGD) and Toshiba
action (TMD) and three In-cell touch panel supplier capacity in the second half and eventually
opened, will also start a program of in-cell, high-end smart phone layout.
NATIONAL NATURAL with, Samsung and Apple's high-end smart phones to establish a new
glass strength specifications, the new entrants is bound to increase barriers to entry, and forcing
other smart phone brands to upgrade the hardware, so as not to impact market share. However,
the other smart phone brands high-end smartphone shipments scale less than the Samsung and
Apple, the use of a custom On-cell or In-cell Touch program will not cost effective, but the use of
standards is facing not the product differentiation dilemma.
On the other hand, WU Shan with the view that Samsung and Apple's high-end smart
phones into the On-cell and In-cell touch technology, except to improve the competitive
advantage of the hardware, due to the On-cell and In-cell touch panel turn a single supply from
panel makers, so it simplifies the supply chain management, no longer have to face different
touch panel material suppliers. In contrast, the panel plant will be even more challenging grim.