反射式顯示器在智慧交通場域的應用

Abstract

戶外顯示器CAGR高達87%，代表著市場成長快速，對戶外顯示器可視性以及信賴性要求也愈來愈高，LCD用於戶外因高亮度需求有高熱的問題，使得信賴性較差，LED戶外近距離應用需小間距，成本過高，不論LED或是LCD螢幕都存在著一些問題，無法完全滿足戶外顯示器的要求，強光下可視及信賴性佳的顯示器，將會是戶外顯示器市場上的一大需求。

本論文分析現有戶外顯示器技術，發現反射式顯示器環境光越強可視性越佳的特性，可以解決戶外LCD顯示器高亮度帶來高熱及可靠度變差的問題，很適合戶外應用，再以SWOT分析得到如能克服反射式顯示器夜間需輔助光源來提升可視性的缺點，將有機會切入戶外大尺寸顯示器市場，利用其節能的優勢協助企業或政府機關減少碳排來符合ESG的要求，甚至結合5G與AIoT創造出新的戶外應用需求。

進一步運用STP理論，分析出反射式顯示器的市場區隔，適合在商用及工業用場域的應用，在顯示器新興四大應用場域：智慧醫療、智慧移動、智慧育樂、智慧零售中，選定以戶外應用為主的智慧移動場域做為目標市場，利用其省電的特性結合太陽能板，可做到不接市電的功能，解決了智慧站牌拉電的問題，同時與綠能結合節省了用電成本並降低碳排，符合ESG的趨勢潮流，創造出有別於其它戶外顯示器的獨特市場定位，作為切入戶外顯示器市場的致勝策略。

Outdoor displays have a CAGR of 87%, which means the market is growing rapidly and the demand for outdoor display visibility and reliability is getting higher. LCD for outdoor use has the problem of high heat due to the high brightness demand, resulting in poor reliability. LED outdoor proximity applications require small pitch, the cost is too high. Both LED or LCD screens have some problems, can not fully meet the needs of outdoor display. Strong light visibility and good reliability of the display will be a major demand in the outdoor display market.

This paper analyzes the existing outdoor display technology and finds that the characteristics of reflective displays with good visibility in bright light can solve the problems of poor reliability of outdoor LCD displays. The SWOT analysis shows that if we can overcome the shortcomings of reflective displays that need auxiliary light source to enhance the visibility at night, we will have the opportunity to enter the outdoor large-size display market. This will help enterprises and government agencies to reduce carbon emissions to meet ESG requirements, and even combine 5G and AIoT to create new outdoor applications.

Further applying the STP theory, we analyzed the market segmentation of reflective displays for commercial and industrial applications. Among the four emerging application areas of displays: smart medical, smart transportation, smart entertainment, and smart retail, we selected the smart transportation area, which is mainly for outdoor applications, as the target market. The combination of its power-saving feature and solar panel can be used without utility power, solving the problem of power connection for smart bus stop. And at the same time, combining with green energy saves electricity cost and reduces carbon emission, which is in line with the ESG trend and creates a unique market niche that is different from other outdoor displays as a winning strategy to enter the outdoor display market.