Is The E-Paper Display Market Going To Surpass The LCD Market Segment?

Electronic Shelf Labelling (ESL), which is a commercial application of Internet of Things (IoT) can be termed as the next advancement of shelf labelling. Electronic shelf label effectively eliminates the limitation of traditional shelf label, which has a high error rate, increased cost, and non-real-time updates of pricing information. The major benefit of electronic shelf label is the price integrity, which provides provision for dynamic pricing and improvement in in-store efficiency by eliminating the physical labor which is required with frequent change in price. Whenever there is change in prices, it is utmost important for retailers to match that price change on the retail shelf. Hence electronic shelf labels have evolved to be the alternate and accurate way to maintain the pricing in shelfs minimizing the errors and labour intensity.
The consumer emphasis on electronic shelf label was primarily on the display wherein it is used to present price specifications. However, there has been a gradual shift in this inclination with focus also expanding to customer experience with interaction between the labels and consumer device or the vendor’s hub. Despite the same, there has been a rapid evolution of display technologies wherein the micro-displays have become cheaper, efficient, and smarter.

Three major display technologies – LCD, E-Paper Display (EPD), and OLED dominate the electronic shelf label market with LCD currently being the widely used. However, the adoption growth of E-paper display has gained rapid prominence and is expected to overtake as the major display technology by 2022.

A recent report on “Global Electronic Shelf Label Market – Strategic Assessment and Forecast 2017-2022” has come up with interesting details about the global electronic shelf label market. The in-depth study of the electronic shelf label market shows that the e-paper display segment of the market is going to outdistance the popularity of LCD. The sales (in million units) graph of both the segments clearly gives an inference of the largest market share holder in the market i.e E-Paper Display (EPD).

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The E-Paper Display Segment To Have The Largest Share Among All The Other Display Segments

E-Paper Display or Electrophoretic Displays (EPD) vertically position the charged pigment (black and white) which are contained in a microcapsule to display images. The major advantage of E-Paper Display is that it can provide bi-stable display i.e. the display contained can be maintained even when the external electric field is removed and hence the power is consumed only when the display change is necessary.
Due to the low power consumption, high visibility and paper like display electronic shelf label manufacturers started to adopt E-Paper Displays. E-Paper Display based electronic shelf labels constitute for 38.64% of the market share in 2016 and is forecasted to have more than half of the electronic shelf label market by 2022. SmartTag HD labels, SES-Imagotag G1 retail tags are examples of the E-Paper Display based electronic shelf label tags. E-Paper Displays are available in extra colour pigments apart from the black and white ones. The coloured E-Paper Displays have great impact at the shelf edges, especially for the promotion of products.

LCDs are voltage-controlled crystals that let or do not let the light to pass through, hence provide the display. The major variants in LCD are active and passive matrix displays. The old generation electronic shelf labels were based on the segmented passive matrix display – TN LCD, and it is currently in the market due to its low cost compared to other display technologies. Active matrix display – TFTs are soon turning out to be a cost-effective option in view of growing economies of scale on account of their general applications expanding rapidly in the consumer and industrial markets.

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