HTC has announced that it will be replacing the AMOLED displays on several of its current line of phones with SLCD display technology, manufactured by Sony. The move will affect its top-of-the-line HTC Desire.
It seems that HTC has become the victim of its own success here as the move is down to supplier Samsung being unable to keep up with demand for the AMOLED display.
“HTC is experiencing high-demand for many of our phones, specifically our phones with 3.7 inch displays. The new SLCD display technology enables us to ramp up our production capabilities quickly to meet the high-demand,” said Peter Chou, chief executive of HTC in a statement.
The high quality colours and contrast of the AMOLED screens has been a real selling point for the HTC, so this could be seen as something of an issue. However, in the statement HTC was spinning the change as a positive move.
“The SLCD displays provide consumers with a comparable visual experience to HTC’s current 3.7 inch displays with some additional benefits including battery performance.”
Better battery life has been touted as one of the advantages of AMOLED, but HTC claims that the new SLCD screens have five times better power management than standard older LCD screens, nullifying AMOLEDs advantage in that regard. AMOLED also struggles in bright sunlight, so SLCD could win out there too. Finally, HTC also said that SLCD can now compete on viewing angles too, thanks to Sony’s “VSPEC III technology”.
An HTC spokesman told TrustedReviews that both variants will be on sale at the same time and that it believed that that most people will not be able to tell the difference between the two types of display. It is not clear at this stage how they will be differentiated in the market, if at all.
Looks like we’ll have to wait and see if this becomes a PR problem for HTC over the summer or a non issue.