By Kim Yoo-chul
Staff Reporter

Samsung Mobile Display (SMD), a joint venture between Samsung Electronics and Samsung SDI for next-generation flat-screens is planning to build another assembly line in Cheonan, South Chungcheong Province.

The measure is aimed at boosting its production capacity of AMOLED panels to follow up Samsung Electronics' mobile strategy transition toward "AMOLED Phones," executives said Thursday.

"For the time being, we are seriously considering building an additional AMOLED panel line in Korea," an SMD spokesman told The Korea Times, Thursday.

The plan came after SMD said its AMOLED panel shipment has exceeded the 2-million mark since production started.

"Shipments for Samsung's AMOLED phones have soared 10-fold," the official added.

According to market research firms, the adoption rates for AMOLED screens by handset makers will expand by 40 percent in 2015, as general consumers are seeking picture quality as one of their top priorities in buying a phone.

While the vast majority of mobile phones still have displays based on liquid crystal displays, Samsung Electronics has been touting the advantages of AMOLED, which shows colors much more clearly and conserves power as screens do not need a backlight.

yckim@koreatimes.co.kr