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White Box Lead Growth in Tablet PC Panel Shipments, Boosting BOE to the Lead

Led by growing sales of inexpensive white box tablet PC brands, tablet PC display panel shipments nearly doubled in 2013. According to our Monthly Tablet PC Panel Shipment & Value Chain Report, private label tablet PCs consuming increasing numbers of panels. While low-cost white box products were originally aimed at emerging markets, sales have recently expanded into more developed markets, and are competing directly against established brands.

More than half of all tablet PC panels (54 percent) in 2013 were shipped to Apple, Samsung, and other brand name tablet PC manufacturers; however, the rapidly growing white box device market recorded 146 million shipments in 2013, more than three times the level reached the previous year. Market growth for white box tablet PCs is expected to remain strong in 2014.

This trend catapulted BOE Technology Group to market leadership in 2013, with 23 percent of shipments, followed by LG Display at 20 percent, and Samsung Display at 19 percent. The vast majority (88 percent) of shipments from BOE went to white box brands in 2013. Brand leaders Apple and Samsung contributed to strong shipment levels for LGD and SDC. Nearly seven in 10 (68 percent) Apple panels came from LGD, while nearly nine in 10 (85 percent) of Samsung panels came from SDC.

Source: NPD DisplaySearch Monthly Tablet PC Panel Shipment & Value Chain Report

In order to enhance fab utilization rates, solve inventory issues, and increase revenues, panel makers need a two track strategy – one for name brand products, and one for low-cost white box devices.

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