Despite such growing interest in the AMOLED panel, Samsung Display remains the dominant player in the AMOLED panel market as of the first quarter of 2015. Manufacturing an AMOLED panel still requires more sophisticated technologies than a TFT-LCD display. Nor will it be easy for the AMOLED panel to gain a competitive edge in terms of performance and prices in the display market that is already dominated by the TFT-LCD display.

Therefore, it is necessary for a panel maker to precisely analyze the market competition and come up with a sophisticated market entering strategy based on the differentiated technology of the AMOLED panel to make it successfully enter the market.

IHS reported that, the paradigm of small- and medium-sized panel makers are rapidly shifting from rigid OLED panels to flexible AMOLED panels. This is driven by a rapid fall in low temperature poly-silicon (LTPS) LCD prices from the first half of 2014 and thus weak price competiveness of small- and medium-sized AMOLED panels.

Therefore, panel makers including Samsung Display and LG Display are pursuing enhancing technological differentiation from LCD panels to expand supply capacity of flexible AMOLED panels. Flexible AMOLED panel shipments should exceed 11% of the total rigid AMOLED shipments in 2015.