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Who Can Win in the Field of Digital Signage Terminal Display?


In recent years, LCD direct-emitting digital display products featuring high brightness, high contrast, high response speed, customizability, and strong protection have been used in large scenes and long-distance viewing. The outdoor application market can be said to be booming, which has grown into the first choice display products in the outdoor sports, transportation and building advertising markets.


In 2019, LCD direct light-emitting display technology has been closely linked in the "semi-outdoor" market, especially in applications such as retail and public places, and with the maturity of small-pitch LCD digital display technology and cost reduction in recent years, The price of this product has also started to show a downward trend recently.


1. Development advantages of small size digital display


Digital signage is generally a small-sized display terminal device, which needs to be viewed at close range. The advantages of LCD are small size and delicate display. Therefore, before the birth of small-pitch LCD display, LCD was the mainstream display terminal product of digital signage.


At the same time, the entire industry has been committed to reducing the chip size and pixel pitch. With the improvement of product resolution, small-pitch LCD display products have begun to enter the indoor market, and have begun to compete with LCD video walls, industrial projection and other products on the same stage.


Although LCD occupies part of the market of LCD digital signage, its low brightness limits its application in outdoor scenes. Therefore, in order to seize the opportunity of outdoor digital signage, digital signage manufacturers have recently introduced a brightness higher than 4000nit and a high IP protection level. 56 products, but its price is close to or even higher than the price of P2-P5 LCD display.


And its protection level is far less than the protection performance of outdoor LCD display, so in the field of outdoor digital signage with P2-P5 point spacing, LCD display has advantages in price, brightness and protection performance.


2. The market growth of digital display


However, in the field of small-pitch products with higher pixel specifications, the price advantage is still inferior to that of LCD products. Therefore, major companies in the LCD industry are trying to reduce the price difference and seize more market share of digital signage.


In addition to the usual comparisons of LCD digital display technologies in terms of resolution and seaming, analyzing brightness specifications can provide a more interesting comparison of these technologies in the "outdoor" market. Usually people ask "Isn't LCD more advantageous in terms of brightness?"


At present, the price of outdoor LCD displays with a dot pitch in the range of 2-5mm is close to or better than that of high-brightness LCD products, but for small-pitch products with higher pixel specifications, the price is higher than that of LCD products. Therefore, major companies in the LCD digital display industry are trying to reduce the price difference and seize more market share. It is foreseeable that the competition between LCD and LCD outdoor and semi-outdoor will become more intense.


According to the prediction of relevant researchers: from 2021, the growth rate of outdoor digital signage display products will gradually exceed that of indoor. With the emergence of new high-brightness products, outdoor display products will have more opportunities to appear in new outdoor application scenarios such as outdoor sports and hotel terraces.


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