Displaybank Executive Vice President Kenny Kim
Displaybank Executive Vice President Kenny Kim
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Cost comparison between PDP and LCD
Cost comparison between PDP and LCD
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Top three firms are dominating 94% of the market.
Top three firms are dominating 94% of the market.
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"PDP will continue to rival LCD in the segment of 50-inch and larger screen sizes," said Kenny Kim, executive vice president of Displaybank Co Ltd of Korea, delivering forecasts for the PDP market during the Business Conference at SID 2008 May 19, 2008.

PDP is inferior to LCD in respect of cost competitiveness at 42-inch full-HD (1920 x1080) products, but 50-inch PDP is superior to 52-inch LCD, Kim said. Accordingly, the PDP market will continue to expand by producing 50-inch and larger models, he forecast. Displaybank estimates global PDP sales will surpass 25 million units in 2011, rising from the 12 million units in 2007.

Strategy varies by PDP manufacturer

Displaybank also introduced market shares by PDP manufacturers. Combined sales at Matsushita Electric Industrial Co Ltd, Samsung SDI Co Ltd of Korea and LG Electronics Inc of Korea made up 94% of the overall market in the first quarter (Q1) of 2008. Their combined share was 14 points larger than the 80% in the Q1 of 2006.

Partly because of Pioneer Corp's withdrawal from PDP volume production, "These three leading companies' share will grow even bigger from now on," according to Kim's analysis.

He, however, pointed out that the "Market strategies vary greatly" at each of the three companies. While vigorously promoting full HD models, Matsushita provides a wide range of screen sizes from 37- to 103-inch. The two Korean firms, on the other hand, are implementing a strategy of limiting targets.

Samsung SDI is strategically marketing 42- to 63-inch PDPs. As a result, 50-inch and larger PDPs reportedly accounted for 35% of its overall PDP shipments in the Q1 of 2008.

Meanwhile, LG Electronics is focusing on sales of 32-inch PDPs primarily targeting BRICs. LG Electronics said 32-inch PDPs constituted 41% of its overall PDP shipments in the Q1 of 2008.