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TIANMA MICROELECTRONICS CO., LTD. Marketing New Proprietary Color Technology From Tianma:. July, 2004 FULL PRESENTATION. Tianma – Features of new product. - PowerPoint PPT Presentation
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July, 2004FULL PRESENTATION
Marketing Marketing New Proprietary Color New Proprietary Color Technology From Tianma:Technology From Tianma:
Marketing Marketing New Proprietary Color New Proprietary Color Technology From Tianma:Technology From Tianma:
TIANMA MICROELECTRONICS CO., LTDTIANMA MICROELECTRONICS CO., LTDTIANMA MICROELECTRONICS CO., LTDTIANMA MICROELECTRONICS CO., LTD
Do not copy or distribute. Copyright 2004 Tianma Microelectronicsⓒ
SUPER FAST DISPLAYTianma - SFD
Tianma MicroelectronicsTianma Microelectronics
SFD -Super Fast Display is the fastest moving image color display technology, with vivid pictures and low power consumption. Superior over existing CSTN technology, SFD offers high data-reaction rates suitable for displaying full-motion video and extraordinary clear image equivalent to TFT LCD. The power consumption is just as low as regular CSTN LCD.
Displays clear images and full motion video
Over 20fps frame rate
High data-reaction rates without after-image
High contrast, low image flicker
Low power consumption and competitive price, SFD is the best solution to substitute TFT LCD
Feature Highlights
Applications: mobile phone, media player, automotive display, digital home appliance, etc.
Tianma – Features of new product
Do not copy or distribute. Copyright 2004 Tianma Microelectronicsⓒ
SUPER FAST DISPLAYTianma - SFD
Tianma MicroelectronicsTianma Microelectronics
1.1 Market situation of color display industry
Advantages in low cost and low power consumption
Long response time, not suitable to play fast moving picture
Cannot meet the marked requirements for cameras, video games, video recorders
CSTN
CSTN and TFT LCD Occupied the color display market
With higher display speed and better picture to meet the top consumers' requirements
Higher power consumption is not suitable for portable appliances
Long R&D and lead time cannot support its customer in fast-changing market
Higher price goes beyond the customers expectation
TFT LCD
1. 1. PLACE OF TIANMA’s SFD AMOPLACE OF TIANMA’s SFD AMONG CSTN and TFT DISPLAYSNG CSTN and TFT DISPLAYS
Do not copy or distribute. Copyright 2004 Tianma Microelectronicsⓒ
SUPER FAST DISPLAYTianma - SFD
Tianma MicroelectronicsTianma Microelectronics
1.2 The launch of Tianma SFD Fly Dragon series of color display module
Innovation over existing CSTN LCD, SFD has high data-reaction rates and extraordinary clear image.
Meet the following requirements
65536 colors clear, high quality display
Fast moving images playing up to 30ftps/frame
Movie and video playing, clear images without afterimage
Equipped with a phenomenal million pixel digital CMOS camera, SFD will be easy to find a moving view and catch vivid images.
The power consumption is just as low as regular CSTN LCD, meets the requirement for portable appliance
Low production cost
Do not copy or distribute. Copyright 2004 Tianma Microelectronicsⓒ
SUPER FAST DISPLAYTianma - SFD
Tianma MicroelectronicsTianma Microelectronics
Brightness comparison
SFD/TFT
Color Comparison
SFD/TFT Regular CSTN
Movie play
Regular CSTN
Do not copy or distribute. Copyright 2004 Tianma Microelectronicsⓒ
SUPER FAST DISPLAYTianma - SFD
Tianma MicroelectronicsTianma Microelectronics
1.3 Advantages to TFT LCD
Power consumption comparison Lower power
consumption
Lower production cost
Lower tooling charge
Shorter lead time
Material cost rate of Mobile phone
Do not copy or distribute. Copyright 2004 Tianma Microelectronicsⓒ
SUPER FAST DISPLAYTianma - SFD
Tianma MicroelectronicsTianma Microelectronics
1.4 Significance of SFD
Meet the market requirements for color display with fast response and moving picture playing function
Meet the needs of customers' to face the fast-changing consumption market
Bring new competitive advantages to customers
Provide the attractive products to end customers
SFD's introduction is a huge step forward for the whole LCD industry
Do not copy or distribute. Copyright 2004 Tianma Microelectronicsⓒ
SUPER FAST DISPLAYTianma - SFD
Tianma MicroelectronicsTianma Microelectronics
2.1 Application of SFDThe application range of SFD will be wider because of its fast moving image and perfect display quality. It may be used in :
Mobile Phone
Media Player( DVD, VCD,MP3)
Automotive display
Digital home appliance
Security apparatus
2. The great market for SFD2. The great market for SFD
Do not copy or distribute. Copyright 2004 Tianma Microelectronicsⓒ
SUPER FAST DISPLAYTianma - SFD
Tianma MicroelectronicsTianma Microelectronics
2.2 Market forecast of SFD
Great demand increased from 2003 for mobile phones, digital home appliances and portable players etc.
The sales of LCD modules and other electronic parts increase sharply
Market demand increase due to international electronic industry transfer to China
20% increase forecast for China electronics market in 2004
0
5
10
15
20
25
Industry 1.14 1.225 1.314 1.469 1.622 1.738
Camera 0.858 1.219 1.339 1.34 1.447 1.429
Portable device 3.392 4.109 5.202 6.257 7.354 7.69
Mobile 4.004 5.978 6.781 8.853 10.636 12.09
2002 2003 2004 2005 2006 2007
Market Forecast for small/medium LCD
(Unit : US$b)
Do not copy or distribute. Copyright 2004 Tianma Microelectronicsⓒ
SUPER FAST DISPLAYTianma - SFD
Tianma MicroelectronicsTianma Microelectronics
For mobile phone market, 250 million units be sold in 2003, and the amount will increase in 2004
Based on data, 2.5G and 3G mobile phone has edged out 2G mobile
Color display, digital camera, digital video recorders and video game consoles now have become must-haves for mobile phone.
多功能手机需求图
Multi-functions mobiles varies in market Camera phone increases dramatically
Do not copy or distribute. Copyright 2004 Tianma Microelectronicsⓒ
SUPER FAST DISPLAYTianma - SFD
Tianma MicroelectronicsTianma Microelectronics
Multi-media and smart mobile phones will be the main trend in the market and enrich end-users’ life and knowledge
Others like automotive display, MP3, portable TV and computer will require high quality and fast response LCD to catch the development
The outstanding playing quality and low cost will no doubt have a great market perspective
Do not copy or distribute. Copyright 2004 Tianma Microelectronicsⓒ
SUPER FAST DISPLAYTianma - SFD
Tianma MicroelectronicsTianma Microelectronics
Part NoFD185(1.85")
FD570(5.7")
FD150CFD150N
(1.5")
FD185CFD185N(1.85")
Technology SFD SFD SFD w/camera SFD w/camera
Frame Rate 30 FPS 20 FPS 25 FPS 30FPS
Overall size38.5×54.05×3.15
(1.85")158.5×109.0×8.5
(5.7")
Viewing Area 28.87×28.87 22.96×16.48 (sub) 34.50×39.30 119.18×90.38
Pixel Resolution 128×128 96×64 (sub) 128×160 320×240
Color 65,536 4,096 (sub) 65,536 65,536
Back Light White LED CCFL (>2000Lux)
SensorResolution
--- ---652×488=
318,176 Pixels652×488=
318,176 Pixels
M / P 3Q 2004 3Q 2004 3Q 2004 3Q 20043Q 2004
FD150(1.5")
25 FPS
White LED 1 B/L 2 way
FD150 FD185
---
SFD
37.1×40.1/75.3×3.4 (1.5")
SFD Flying Dragon series 3. 3. SFD seriesSFD series
Do not copy or distribute. Copyright 2004 Tianma Microelectronicsⓒ
SUPER FAST DISPLAYTianma - SFD
Tianma MicroelectronicsTianma Microelectronics
Continuous development of new products
Digital camera SFD
1.0" SFD
1.9", 2.2" QCIF SFD
Tianma will continuously develop SFD series to support the market