Max McDanielVice President Chief Marketing Officer | Applied Materials
Enabling Future Display Technologies and the “OLED Wave”
Through the history of the display industry, we see a repeating pattern of display technology substitution. Each new technology inflection follows a familiar pattern. First, it drives significant improvements in user experience, image quality, screen size, and/or form factor]. Second, the new technology begins at the high end, then diffuses towards wider mainstream adoption with increased maturity and reduced costs. Third, each new technology brings new device and manufacturing challenges that panel makers and their technology partners like Applied Materials help to solve. Fourth, we also see a trend of increasing complexity and “process intensity” with each new advanced technology, as components are replaced by in-fab process steps.
We are once again at an inflection point in the evolution of display technologies. In mobile, OLED is winning the battle versus LCDs and all new fab investments are OLED. Now the focus is on enabling more advanced OLED technologies (like foldable) even as rigid and flexible OLED continue to replace LCD. In large area displays like TV and IT, OLED is also emerging to challenge LCD’s dominance, while LCD makers mount a stout defense with extending technologies like mini-LED backlights. Ultimately, we expect OLED to overtake LCD in large area as well as in mobile over the next several years in what we call the “OLED Wave”, which will continue for the next decade or more, until even more advanced displays like micro-LED and natural 3D reach sufficient maturity.
Whichever technologies ultimately win adoption, Applied Materials will be a key enabler in partnership with our customers. Advanced displays need advanced backplane processes, with more layers and more challenging specifications. Our integrated materials solutions (IMS) are optimized for LTPS, MOx, LTPO, in-cell/on-cell touch, and more. We are excited to work with customers and partners to help bring new and superior displays to the market faster, with higher yield and lower cost.
Max McDaniel is the Chief Marketing Officer of Applied Materials Display and Flexible Technology Group. He has held engineering, marketing and financial management roles in high-tech equipment companies for over 25 years. Mr. McDaniel has been at Applied Materials since 2003. Prior to joining Applied Materials he served over twelve years at Watkins-Johnson, a Semiconductor and LCD equipment manufacturer, where he worked in R&D, engineering, and marketing roles.
He holds a Bachelor’s degree in Physics from the University of California, Santa Cruz, and an MBA from Washington University in St. Louis.