Cell phone material battlefield is clouded: 徘徊 and breakout

In 2016, the mobile phone material field is still clouded, and the competition around sapphire, 3D glass, 3D ceramics and metal body is covering the entire mobile phone industry. No matter whether it is Apple, Samsung, or domestic Huawei, Xiaomi, OPPO, vivo, Avoid being involved in this material war, but also a battle for survival.
Because the high growth of smartphones is gone forever. Both international and domestic markets show growth fatigue due to market saturation. Market saturation will be a persistent dilemma. For manufacturers, improve their own ecosystem, break the dilemma of hardware innovation, use new technologies to consolidate their advantages, and seek new breakthroughs in growth fatigue. It is the direction of its next step.
From the perspective of the outer casing material, the smart phone industry is faced with a variety of choices such as plastic, glass, metal and ceramics. Consumer electronics and 3C communication products such as mobile phone casings must have both aesthetic and practical features, and many complicated curved surfaces. For consumers, the casing material is increasingly becoming an important factor in selecting smart phones.

Subtle market <br> From Motorola's development of the world's first mobile phone, to the advent of the iPhone to redefine the smart machine, the mobile phone industry has been a lot of floating, after many rounds of shuffling. In the era of smart phones, Apple has always led the trend of mobile phones, and has a profound impact on the global smart phone industry, whether it is a double-sided glass case of 4, or a three-segment metal body design of iPhone6, rose of iPhone6s Gold color, then to the bright black of iPhone7.
The global smartphone market has maintained double-digit growth over the past decade, but such good days are beginning to return.
According to market research firm IDC, global smartphone shipments reached 1.44 billion units in 2015, up 10.4% year-on-year. But IDC also pointed out that it is likely that this will be a double-digit growth in smartphones in the last year.
According to Sino's research data, in 2014, the domestic mobile phone market shipments were 460 million units. In 2015, the domestic mobile phone market shipments were 470 million units. It is estimated that the shipments in 2016 will still be 470 million units. In fact, domestic smartphone shipments in the first half of 2016 were only 250 million units.
Against the backdrop of slower smartphone sales growth, many industry insiders predict that the future opportunities in the consumer electronics industry will shift from the incremental drive to the innovation drive.
With the rapid update of 3C electronic products represented by smart phones, the interaction between product designers, producers and consumers is playing an increasingly important role in product iterations. Innovations in design, materials, and processes have made critical decisions in this process.
The main competitive focus of early smartphones was on screen size and semiconductor specifications. However, the development of smart phones has so far lacked the "uniqueness" difference that can attract consumers to buy. Since the specifications of mobile phones are similar, smart mobile phone manufacturers have to move their minds. Go to the phone design. Despite the high cost of metal materials, consumers are still eager to rely on the long-standing sense of metal casing that the iPhone has built up for a long time. Even Samsung, which has always been a plastic shell, can't resist this trend, investing 100 billion won to build metal mobile phones. The production line of the outer casing. The metal casing is chosen because of its high strength, good heat balance, excellent electromagnetic shielding, dimensional stability and beautiful appearance. This is also the place where many mobile phone manufacturers and consumers are pursuing, and the 2016 Xiaomi 5 ceramic glass The release of the shell, the appearance of the Turing mobile phone full liquid metal body and the news that the iPhone 8 will use stainless steel and composite materials and 3D glass to interpret the new generation of mobile phone image, these seem to release the new 2017 mobile phone shell material The direction of choice.
"There is no material in the mobile phone market that can truly unify the rivers and lakes. Whether it is metal or 3D glass or ceramics, it is just a matter of working on a single product." Some mobile phone industry veterans told new materials online, smartphones The slowdown in market growth is a big trend. Which innovation can win consumers, who can win this war.

Battle cloud
Metals, sapphires, 3D glass, and ceramics all believe that smart phones are a battleground for military strategists. It not only means increased revenue, high gross profit, high-frequency consumption, but also sapphire, 3D glass and The future of ceramics and metals and the game of many interests.
According to the multi-party information of the comprehensive market, it is subject to the requirements of the 5G era in the future. 3D glass and ceramics are more likely to stand out in the back cover of the mobile phone. 3D glass is winning more and more in the battle with the sapphire mobile phone screen.
Although domestic related mobile phone companies are constantly trying to apply sapphire on mobile phone screens, many products have been introduced to the market. But the cost and processing technology make it all seem so helpless.
In September 2015, LeTV introduced the sapphire version of Le Max, which uses a 6.33-inch capacitive screen with a resolution of 2560×1440 pixels and a Quad HD level. The display is very sapphire. The James R12 phone also features a 5.85-inch sapphire screen. Huawei, the leading mobile phone company in China, is not outdone, launching the Huawei P7 sapphire version, which is nearly double the price of the Huawei P7 regular version. Huawei P7 Sapphire Collector's Edition is mainly replaced by rose gold, the back shell becomes ceramic material, and the glass on the screen surface is replaced with sapphire.
"At present, mobile phone companies mainly launch sapphire screens in some limited editions or so-called collector's editions. It is still too early to be used in large-area applications." A designer of a well-known domestic mobile phone manufacturer told new materials online, from cost and performance. In terms of aspect, sapphire has high hardness and corrosion resistance, but there are weaknesses in which the cost is high and the resistance to falling is not strong.
Cost and technology have become the roadblock for sapphire in the consumer electronics sector from small screens to big screens.
Although ceramics have many advantages, the cost and technical bottlenecks cannot be broken in the short term.
"At present, the application of 3D ceramics in the application of mobile phone casings is still in the process of exploration. The fundamental reason for restricting the large-scale use of 3D ceramics is low productivity and low yield. It is expensive to bring directly to consumers." Li Minggao, Director of CMI, Huami Technology Said.
Jiang Wanhui, director of innovation design at Coolpad Group, also said that it is not optimistic about the market size of ceramic body phones. “The 3D ceramic mobile phone case cannot be mass-produced. It can only be recommended as a customized version, a limited edition or an exclusive version. The reason is that the ceramic process mainly relies on manual grinding. The characteristics of this manual operation determine that it cannot be carried out. Production."
"In the long run, the characteristics of 3D ceramics, such as unshielded signals, non-conductivity and strong sense of appearance, will be greatly welcomed by the market. However, if the ceramic industry cannot break through the bottleneck of the existing technology, its "spring" will only become a castle in the air. "Huawei CMF expert Qi Chengjie said.
According to the new materials online, the manufacturing process of the 3D ceramic mobile phone case is much more complicated than the glass with similar texture. First of all, the powder is subjected to a plurality of processing, and then subjected to a series of key steps such as smelting and granulation, and finally forged at a high temperature exceeding 1,000 degrees Celsius, and the forged material is again subjected to nearly 20 items including fine grinding and polishing. In order to finally get the perfect ceramic body.
What is more serious is that, in addition to the complicated process, the ceramic itself has the characteristics of fragile texture, extremely low toughness and high risk of chipping. These characteristics also cause low production yield and low productivity of the ceramic casing, which ultimately leads to the application enterprises. The high cost of stopping.
And 3D glass currently seems to be becoming the winner of the smartphone battle.

Who is the winner? Although the iPhone7 does not use 3D glass as expected, with the OLED screen in the future application of mobile phones, the 3D glass that is the most suitable is becoming the new favorite of the consumer electronics market.
3D curved glass has a strong three-dimensional effect, and it has a better sense of straightness and beauty. In addition, it can add a lot of functions because of the curved sides on both sides, allowing mobile phone brands to consider more applications in design. In addition, it meets the characteristics of light, thin, transparent, and anti-fingerprint. The plasticity of the glass is also very good and very transparent. In this way, it is completely different from the past mobile phone form from the quantitative change to the qualitative change, which makes the product have a sense of science and technology.
This kind of qualitative change is urgently needed in the smart phone industry that is currently entering the downturn.
"The development of flexible OLED curved screens can promote the use of 3D glass, because it can better fit the screen." The design director of a well-known mobile phone brand told the new material online, with the development of 5G technology in the future, It will face battery and frequency band problems, and 3D curved glass will be better able to solve this problem.
“Since the development of smart phones, the huge innovation in function has become more and more difficult. To attract consumers to replace new machines, there must be new selling points, so relevant manufacturers are likely to seek breakthroughs in design.” Lansi Technology Dong Meng Peng Mengwu believes that returning to double-sided glass design and more use of 2.5D glass and 3D curved glass is likely to be the trend of smartphone development.
The industry believes that with the improvement of 3D glass yield and industrial penetration, it will lead the future of consumer electronics. Some institutions believe that the glass industry chain will usher in an upward turning point similar to the previous wave of metal casing industry, which will be an important opportunity for the next wave of technological innovation in smart phones.
"OLED is a more advanced display technology than LCD. It has the characteristics of lightness, energy saving, high brightness and flexibility. Any mobile phone using 3D curved glass must also use OLED display. At present, the global OLED production capacity still has a large gap. The future expansion of production capacity will play an important role in the application of 3D curved glass.” Peng Mengwu said in reception with institutional investors that the market has high expectations for major changes in the shape of smartphones in the next two years, including 3D curved glass. The front and rear covers may use double-sided glass.
Founder Securities reported that the number of mobile phones using 3D glass technology will reach 340 million in 2018. And this number will account for more than 20% of the global smartphone market in 2018.
A huge market is taking shape, and 3D glass will break out to become the protagonist.

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