手機面板驅動晶片產業之TDDI崛起探討 - 以N公司和F公司為例

Abstract

這篇論文主要是探討智慧型手機驅動IC廠商在顯示與觸控整合型晶片產品的崛起和進入市場的發展策略。顯示與觸控整合型晶片在短短五年內，在手機面板驅動IC的市占率從0.3% 爬升到50% 。在2017年之前，顯示與觸控整合型晶片的領導廠商是敦泰科技和新思科技，而2018年到2021年，市占率最高的廠商變成了聯詠科技，有趣的事情是聯詠科技並不是前兩名發明這個新技術的廠商。本研究會去探討顯示與觸控整合型晶片產品的快速崛起原因和各個廠商的進入市場策略。 本研究採用了五力分析來探討顯示與觸控整合型晶片關鍵產業因素、使用價值網分析競爭廠商的競爭與合作、使用市場群體來估計此技術快速崛起時間點、利用了 S創新理論來說明顯示與觸控整合型晶片的效能在不同階段的不同效能。 本研究發現快速崛起原因是顯示與觸控整合型晶片技術對面板廠，品牌廠，IC廠都是有多種好處，同時，搭配很清楚的使用者需求全面屏和顯示率的新規格下，只有顯示與觸控整合型晶片能支援，所以，很快地顯示與觸控整合型晶片就崛起了。 本研究發現敦泰科技能成為早期的領導廠商是因為利用併購顯示IC公司來快速推出顯示與觸控整合型晶片產品，同時，高階經理人有較多業務背景有助新技術導入，而後來落後原因就是因為顯示與觸控整合型晶片需要較多的晶圓產能和較多的COF產能和新的顯示技術。相反的，聯詠科技核心能力是顯示技術，聯詠科技透過自行開發觸控技術來發展顯示與觸控整合型晶片，在資源部分的佈局較多。聯詠科技採用晶片腳位同競爭對手的策略下，讓下游的手機品牌廠能較容易的換掉原本供應商。在2018年，因為競爭對手在晶圓產能缺乏和COF產能缺乏和測試產能缺乏下，而聯詠科技除了有足夠產能，也派遣研發人員出差去做客製化的軟體服務，所以就很快速地搶佔了市場。在2018年，面板廠製造適合於顯示與觸控整合型晶片的面板良率也都已經正常甚至還有減光罩方案來提高面板產能的產出，所以，聯詠科技在這一年市占率大大提升變成為了第一名的領導廠商。 未來可以注意的趨勢是TDDI在平板電腦和筆記型電腦和車載面板上面的應用。除了新的應用產品，也可以關注 TDDI 和AMOLED的競爭狀況。

This thesis study the mobile driver IC competition and focus on the rapid rise of TDDI technology. In five years, TDDI technology took the mobile display IC market shares from 0.3% to 50%. It is noted that the current leading company Novatek is not the first 2 company to invent this TDDI technology. Thus, this thesis will discuss the factors that TDDI can rise so fast. This thesis will discuss the market entry strategy. This thesis will adapt five forces analysis to analysis the TDDI industry. Also, this thesis will adapt value net to analysis the competition and cooperation between different TDDI players. Also, this thesis will use diffusion of innovation to predict the rise timing of TDDI. Finally, this thesis use S-curve to show the TDDI performance comparison between TDDI and conventional technology. This thesis found that TDDI is a win-win technology. For the benefit of panel house, TDDI have low cost and high performance. For the benefit of mobile brand, TDDI also have low cost and high performance. In 2018, the display of mobile phone have lots of new features, i.e. whole screen phone，FHD+ resolution, narrow border. Driven by the user request and mobile brand，the TDDI really grow very fast. This thesis found that the market entry strategy of Focaltech is to acquire a display driver IC company. Novatek use the high-end display technology to enter the TDDI market. Novatek also have better capacity in the foundry house, COF company, and IC testing company. In 2018, foundry and COF capacity is not enough so that it is a good chance for Novatek. Novatek use the same IC floorplan so that Novatek can replace the competitors. Also, Novatek send good engineer to customize the function requested by the mobile brand. Therefore, Novatek become No.1 market share because the factor which is discussed above. In the future, it is worthy to note that TDDI is developed for different applications, i.e. Tablet application and notebook application and Automotive application. Also, it is worthy to observe the competition of LCD TDDI IC between AMOLED IC.