Market share reaches 27% in the first quarter, BOE's flagship smartphone panel share surges
2023-05-05

In the latest update of DSCC's Monthly Flagship Smartphone Tracker report, we see BOE gaining a record 27% unit share in the flagship smartphone panel market in the first quarter of '23. In this context, flagship smartphones are defined as phones with flexible and foldable OLED displays, which will be referred to as mid - and high-end phones later in the article. In 1Q23, BOE showed 81% year-on-year growth in 1Q23 due to share growth in supply to Apple, Huawei, Oppo, Vivo, etc.

As the company continued to narrow the technology gap with Samsung and strengthened its factories in Chengdu and Mianyang to increase capacity and performance and offer favorable prices to brands relative to Korean factories to win business, its share in the mid-to-high-end mobile phone market continued to grow, from 18% in 1Q22 to 22% in 4Q22 and 27% in 1Q23. In 1Q23, all flexible OLED smartphones grew 18% on-year and foldable OLED smartphones grew 4% on-year.

In 1Q23, SDC's share of panel suppliers for mid - and high-end smartphones was 43%, down from 61% in 1Q22, followed by BOE at 27%, followed by LGD at 13%, up from 11% in 1Q22. The third to show growth was Tianma, which accounted for 8% in 1Q23, up from 2% in 1Q22.

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BOE's share growth has been driven by several factors. For flexible OLED smartphones, BOE recorded 82% year-on-year growth in the first quarter of 23, among which Apple models accounted for the main driving force of growth. In the first quarter of flexible OLED shipments, shipments to Apple accounted for more than half of the overall share. Secondly, the transfer of OV flexible demand orders from SDC to Beijing also drove the overall high growth. For LGD, their earnings were driven by Apple's iPhone 13, iPhone 14 and iPhone 14 Pro Max. On the LGD side, Apple models grew 42% on-year in 1Q23, led by the iPhone 14 Pro Max.

For foldable OLED smartphones, SDC's share was 68% in 1Q23, down from 73% in 1Q22. In 1Q23, SDC has already started shipping some new folding items, such as the recently launched 8.03-inch folding vivo X-Fold 2 and the upcoming Google Pixel Fold, but the demand for folding is still relatively small compared to up-and-down folding models. Boe's share reached 32 percent in 1Q23, rising to 32 percent from 20 percent in 1Q22 due to the shipment of several new models, including the launch of Huawei's Mate X3 4G folding machine and the launch of Vivo X flip.


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