Vendors of commercial displays, such as Samsung and NEC will focus on 40" and larger LCD panels, as TV-grade products are satisfying the need for smaller sized public displays, according to research body DisplaySearch.
The research body said LCD manufacturers have been better able to differentiate their larger size from similarly-sized consumer TV products with technologies such as thinner bezels, which allow for better video wall installations.
Backlight technologies, such as LED, also offer unique solutions, allowing for thin displays and higher brightness, which is needed by many commercial applications to perform in ambient light conditions.
Market growth for this segment is looking healthy fuelled by digital signage, interactive white boards, video walls, electronic menu boards, as well as the global trend toward urbanisation in developing countries seen most visibly in China.
DisplaySearch research forecasts that nearly 12 million units will be sold in 2018, an increase from just under 3 million units in 2012.
"This focus on higher-margin, larger-size displays is welcoming news—not just for display brands but for their global integrators alike. With a focus on technologies that have relevance to specific end-market needs, other players in the digital signage ecosystem also benefit by avoiding price comparisons against commoditised TVs," noted Chris Connery, NPD DisplaySearch vice president of PC and Large Format Commercial Displays.
He added, "While the total market size for public displays is not shrinking, more displays now fall into different categories, which can be documented in new ways, such as when consumer TVs are used for commercial applications."