Choi Dong-won, right, an executive of LG Display, shakes hands with his counterpart from AOC of China after the two companies signed an “IPS co-promotion” contract on Friday in China. / Courtesy of LG Display |
By Kim Yoo-chul
Staff Reporter
LG Display has signed an agreement with AOC, China's leading monitor manufacturer, for joint marketing.
Under the alliance, AOC will place newspaper advertisements containng the in-plane switching (IPS) logo. IPS is an LCD activating technology.
In comparison with VA technology, IPS isn't as sharp in terms of lighting, but has a broader view and is faster in response. The VA technology is adopted by Samsung Electronics and Sony, while LG Display is embracing IPS technology for its LCD panels.
``The joint marketing will help us boost our shares in China's monitor panel market. An LCD panel with IPS technology is optimized to offer higher-quality viewing on touch-screens,'' a spokesman of LG Display said.
AOC is one of the world's top monitor manufacturers, with its business focus ranging from CRT monitors, LCD monitors and LCD televisions to plasma televisions.
Last year, LG Display set up the IPS base with Chinese local brands like Hisense, Skyworth and Haier.
Since then, all members of the IPS base are using ``hard screen'' in their commercials, signifying the technical merit of IPS.
According to DisplaySearch, a market research firm, China has become the world's largest market for LCD monitors for desktop PCs.
``While China is following the worldwide trend toward mobile computing, the region's PC business is still heavily concentrated on desktop PCs, as opposed to notebook PCs, which makes the market favorable for stand-alone monitors,'' the firm said.
DisplaySearch expects the market for LCD monitors in China to grow by 51 million units in 2011 from this year's estimated 32 million units.
LG Display is heavily betting on China's flat-screen market. It recently agreed with Hong Kong-based computer monitor maker TPV Technology to make an $84-million joint investment.
yckim@koreatimes.co.kr
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