The touch panel market fights for war soon

In 2014, the growth momentum of the global smart phone market is still strong. Panel makers push On-cell touch controllers to win orders from customers, including AUO, Innolux, Huaying, and Caijing, etc. , coupled with the original professional touch factory price cuts, detonated touch panel market battle for the war.

However, the supply chain industry frankly said that in the face of the rapid price cuts of professional touch panels, panel makers have passed many large customer orders, and panel makers are frustrated with the price wars that touch professional factories have launched. Although the panel maker originally viewed the On-Cell product prospects in 2014, according to current market conditions, it may not be able to meet the original target. Currently, the On-Cell product shipments are still small, and the future challenges are still large.

In the recent quarterly analysis report data, some market research organizations have found that the product of the new era of touch PC seems to only survive in the cracks, while for the touch screen, although the overall shipment volume still maintains a growing trend, However, due to the increased competition from touch panel makers, the price of products and the overall revenue of the industry have declined. The report shows that even if the shipment volume is expected to increase by 15%, the revenue of the touch panel industry in 2014 will still fall by 1 percentage point.

One of the core issues facing the touch panel industry is raw material surplus - these raw materials were originally prepared for the production of touch screen PCs, but the actual market demand is far less than expected.

The late "Father of Apple," Steve Jobs, had publicly criticized touchscreen PCs as "seriously not ergonomically designed." And when attending an event in 2010, he said: "We already have a touch on this product. Screen notebooks have done a lot of user testing, but it turns out that this will not work.” Software giant Microsoft has been promoting touch-screen PCs in recent years, its new operating system Windows8 is designed to cater to the touch-screen PC market. However, Microsoft's strategy is currently very unsuccessful. Consumers are not buying touch-screen PCs and Windows 8.

Insiders pointed out that unless the demand for 10-inch or larger screens accelerates, touch-control module makers will still have to face fierce competition and reduce their revenue in the smartphone and tablet market.

The Windows 8 system has been criticized and the impact of the mobile Internet market has caused the traditional PC industry to have an unprecedented low period. Microsoft is trying to bring new experiences and new eras to traditional PC users through Windows 8, but unfortunately it has not been successful. The notebook added to the touch screen, but at the same time, the cost did not bring a good user experience. On the contrary, it was very tasteless. Moreover, the start interface favored by Windows 8 made the users disgusted. Therefore, the future of the touch screen is on notebooks and even all-in-one computers. The development space is minimal, and at best it can only work on deformed products.