The Commoditization of TFT Display Modules

Thin-film transistor (TFT) displays are the dominant display technology in the global marketplace. Like all electronic components and assemblies, TFT displays have grown bigger, faster, more robust, and less expensive with continuous improvements resulting in an explosion of global consumption.

TFTs are no longer considered a luxury addition but a customary upgrade to all product genres and markets. With such demand, TFT modules are marketed through standard part numbers and off-the-shelf availability. Today, TFTs are easy to specify, simple to source, and easy to design under the promise of “standard” part numbers. Typically, OEM engineers are left to choose part numbers based on “best fit” specifications considering display size, visual appearance, mechanical dimensions, electrical parameters, interfacing software, and the environments in which the display module would operate. 

However, the eased part-number-selection process has led to unavoidable technical concessions and compromises in operational specifications. TFT modules have become commodity electronic products that may not fully complement OEM applications. For instance, we now see finished OEM products hitting the market for the first time with display designs that are 5 years or more behind the latest TFT module technical developments and proceeding enhancements. 

Understanding the causes for TFT modules’ transition from a high-tech to a commodity technology is necessary to overcome the growing information gap between Asian display module manufacturers and their own marketing resources in North America. 

What has caused TFT display modules to transition into a commodity product line? 

The transition of TFT display modules from a focused product development entity to an off-the-shelf commodity can be attributed to the expense of travel between North America and Asia with specifics to China-based module manufacturers. The slowdown and the consequences of a shutdown of regular visits by Asian manufacturers to US customers and vice versa has led to a technical void regarding TFT products in North America. There have been few in-person exchanges of design opinions and preferences as well as a loss of invaluable naked-eye perception.

With Asian display manufacturers unable to best serve North America, private labelers and distributors have become the dominant provider of TFT products by filling the void left by Asian manufacturers. However, private labelers' and distributors’ abilities to duplicate what Asian manufacturers bring to North American designers fall far short of what was once a natural function of visiting Asian manufacturers’ application engineers. The transition to dependency on private labelers and distributors has further empowered the use of off-the-shelf part numbers since they coincide with the distribution business model.

Such a transition to commoditized standard modules has squelched the engineering intuitiveness and the processes to keep pace with the latest display technology breakthroughs. In essence, the practice of promoting commoditized part numbers has limited North American OEMs’ abilities to utilize available design solutions to best augment OEM devices. 

How do commoditized TFT modules fail OEM design agendas?

The key to a well-designed TFT module is its ability to capture display characteristics that can enhance OEMs’ device applications. That is, TFT modules can be fully optimized to turn display appearance and functionality from "acceptable" to outstanding. To overcome any misunderstanding of TFT module construction, it is important to note that TFT modules are not fixed assemblies but combinations of subsystems working independently of each other. Each subsystem is subject to a number of options resulting in an exact, or very close, approach to OEMs' desired specifications. Most modifications do not add a significant cost to the bill of materials (BOM). Instead, the key to effective module design is to select the proper grade of components and materials to meet the specification needs of OEMs.

The following is a review of TFT module subsystems and the features that can be modified to uplift module performance:

Conclusion

With the commoditization of TFT module products, the overall performance of TFT modules in North America has fallen considerably caused by a loss of effective design practices. What was once a vibrant and focused engineering task of incorporating the latest TFT display module technologies is now a market in which North American OEMs are dependent on distributors’ and private labelers’ websites to set “standard” off-the-shelf module designs. OEM’s TFT module design has been clearly constrained into mediocrity.  

OEMs working on new projects should reach out to proven and established TFT module manufacturers to inquire about updates on the latest TFT display technologies and consult with them how to optimize TFT module products to best complement their product specification targets. 

Private labelers and distributors have a purpose and function in North America. However, new technologies and leading-edge designs should not be replaced by the practice of commoditizing TFT display modules.

To learn more about TFT module design possibilities, attend the September 10 webinar, "A Masterclass in TFT Module Design & Application." Presenters from Intec Design, as well as Bona Fide, the parent company of Intec, will explore design and manufacturing options and offer strategies for optimizing TFT modules for specific applications and upgrading backlighting capabilities.