The liquid-crystal display (LCD) market is over $100 billion, so the emerging technologies that can compete with LCDs have the opportunity to become serious opportunities. Electrophoretics, through their use in e-readers, demonstrated the potential of a technology that can exploit the limitations of LCDs. Judging from our component materials and manufacutring cost analysis, organic light-emitting diodes (OLEDs) will decrease from their current $3,000/m<sup>2</sup> for small-area displays to be cost competitive with LCDs by 2016, leading to an overall OLED market of nearly $11 billion in 2017. Reflective displays will also undergo significant change over the next five years, as the market for e-readers declines and digitial signage becomes the dominant market of the overall $1.6 billion non-segmented reflective display market in 2017. While electrophoretics will continue to be the largest player in this area, alternative reflective displays like microelectromechanical systems (MEMS), electrowetting, and cholesteric LCDs will have an increasing share of this market.
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