 So, we're here at the SID display week, and who are you? My name is Ross Young. I'm the CEO and founder of a company called Display Supply Chain Consultants. So, do you work in the display supply chain and you consult them? Yes, we track and forecast what's happening in the entire display supply chain, ranging from the equipment that goes into the FAB and the materials that are used on the displays to the panels and to the OEMs and brands and retailers and the financial analysts that follow the display industry as well. So, what's going on with China? China has announced a number of government subsidies, both at the local level and national level, to subsidize new FABs in the display industry to build capacity. And essentially, they are taking a lot of market share and forcing companies in Korea and Taiwan to have to innovate in order to survive. And we expect the Chinese to take a lot of market share, the Chinese companies to take a lot of market share in order for the Korean and Taiwanese companies to survive. They're going to have to innovate, come out with new products like foldable displays and micro LEDs and products like that. Sunlight readable displays? Sunlight readable displays is another one, something that the Chinese companies, the commodity displays that aren't available, something you could use outside that has a very long lifetime. It's still very readable, reflective, things like that. Because we want to have phones and laptops that last for 50 hours, 100 hours on the battery, not just like five to 10 hours, right? Yeah, one of the problems with the Apple Watch, for example, is you have to charge it nightly. So if you could have a display that could last a week without charging, that would be a much better solution. Like my memory LCD, but it's a little bit hard to read. So how about some, are they going to, because in the last decade, maybe Taiwan and Korea just didn't want to take too many risks. So they were just doing basic kind of displays, and now they have to take risks. I would say that they didn't want to compete in the commodity markets. And so they've gone after a lot more niches. But now you have a number of companies all going after the same niche. So that means it becomes a commodity. So they have to work harder at finding different niches. And we see a lot of interest in all of these new technologies going after more niche applications so that these companies can survive in the market. And just as a smaller side, Europe and USA, did this just nothing? There is the possibility of Foxconn building a factory in the US. The state of Wisconsin has agreed to subsidize that factory up to $3 billion. If they build less capacity, the subsidy will be smaller. So it will scale with the amount of jobs that are created. And in Europe, there's certainly nothing. And that will be displayed? That will be displayed. The intent was to make very large TVs in Wisconsin. The shipping costs are actually a big chunk of the cost for a large display. So if you could build it locally and ship it to Best Buy in Minnesota by truck instead of by air or by boat, you could save a lot of money. And it would create a lot of jobs. And that's something that President Trump has been very focused on, is bringing more manufacturing jobs so that it actually could include TVs. And there was tariffs that are rumored to be created to make it even easier to justify building display fabs in the US. So there's definitely in the SLE display, there's lots of examples of awesome new things happening. So there's plenty for them to choose from, the Korean and the Taiwanese. Like, micro LEDs are pretty awesome, right? Yeah, micro LEDs are great. But right now they're very expensive to manufacture. So you could build a prototype, but if you want to compete in a very price-sensitive market, it's not going to be acceptable. So they're still working on how to bring the cost down. And but like the Apple Watch would be a logical implementation, initial implementation because the brightness is very good. The battery life is really is much better than where OLEDs are or where LCDs are. So it's a natural application. And it doesn't have too high a resolution. So the cost is more manageable because LEDs scale with the cost scales with the number of pixels. So are we definitely going to see this dream-like flexible phone that just folds and becomes huge? Or that you flex and put in the pocket and doesn't scratch? Very interesting. So right now the flexible display costs three or four times more than a rigid display. Yet you cannot flex it in the final product. So there is no incentive for manufacturers to buy flexible displays. However, the industry is building all of this flexible display capacity. So these flexible display prices are going to come down and companies are going to work harder and harder to differentiate their flexible displays by creating these innovative foldable products that are going to consume all of that capacity. So we see a lot of interest in foldable displays. The problem is there are a lot of challenges to be able to make a display that can last three years with all of these folds, given the materials have never been folded before. So you have adhesive materials that cannot delaminate over 100,000 folds and must also now create some sort of slippage between the layers so that it reduces the stress. You have, instead of having a gorilla glass cover, you want to have a plastic cover so that when you drop it, it's unbreakable. And it has to be very, very thin. And yet when it's thin, it's soft, but it also has to be hard so that you can't scratch it. So you have a lot of challenges to build the materials that go on top of the OLED or the TFT to withstand all that folding that have never been in that position or asked to do that before. Would it make sense because people pay $700-800 for a phone, would it make sense to kind of have the display be kind of modular? So like people before would swap a battery after a year or two, maybe you'd swap the screen after a year because it gets scratched up. But you'd just pay $100 or something just for the display. Is that enough to cover display, flexible and everything? Probably not. I mean, you could buy a flexible display right now for $70 or $80, but then the cost of shipping it to the regional Apple store and making that replacement for a flexible display would certainly add a lot of cost and the labor to do the replacement would add a lot of cost. Maybe it should be user-replaceable. Yeah, I think you're going to see the foldable phones come out for like $1,500 or $2,000 because the volume is going to be pretty limited and they're going to charge a lot of money for it. But it's going to come down in price as more brands start entering that market and offering lower margins. But it will start high because you'll have companies like Apple and Samsung who have high margin requirements introducing those products. So I love those reflective displays and I've been doing videos about like a decade ago about PixelG. And then there was Liquid Vista who was trying to do stuff and it was acquired by all kinds of companies, Samsung, Amazon and all that. I don't know what happened with that. And then there's Clear Inc right here. And E-Ink is awesome. So what has happened? Is it really happening? Are we going to get those amazing displays that just works in the sunlight? Yeah, I don't think the... I heard that the Amazon investment in Liquid Vista is not panning out so we don't expect to see that product come to market but I think there's renewed interest and new investment has gone into this company Clear Inc that can do both color and video in a reflective display and they're ramping up now. They're working with Merck who is also an investor and they have IP on the material so Merck is heavily motivated to do this as well. And the prototypes keep getting better and better and so they have a real opportunity.