????當(dāng)韓國(guó)三星集團(tuán)（Samsung）推出一款針對(duì)智能手機(jī)和平板電腦的全新屏幕時(shí)，許多批評(píng)人士都覺(jué)得這款屏幕有些發(fā)紅。

????也許用“發(fā)紅”來(lái)形容并不確切——其實(shí)它更接近一種飽和得有些不真實(shí)的亮紅色。

????三星是OLED領(lǐng)域幾乎無(wú)可爭(zhēng)辯的王者。OLED的全稱(chēng)是有機(jī)發(fā)光二極管。近年來(lái)，隨著三星在高端和低端手機(jī)市場(chǎng)受到了越來(lái)越大的挑戰(zhàn)，該公司開(kāi)始利用自己在OLED市場(chǎng)的霸權(quán)穩(wěn)固。在利潤(rùn)較低的低端市場(chǎng)上，愿意犧牲利潤(rùn)換取市場(chǎng)份額的當(dāng)?shù)貜S商，比如小米（Xiaomi），著實(shí)給三星造成了不小的沖擊；而在利潤(rùn)相對(duì)較高的高端市場(chǎng)上，以蘋(píng)果（Apple）iPhone為代表的競(jìng)爭(zhēng)對(duì)手又給三星帶來(lái)了極大的壓力。每家企業(yè)都希望自家的設(shè)備銷(xiāo)量好，問(wèn)題是大家的產(chǎn)品大同小異，是什么刺激消費(fèi)者買(mǎi)這一款，不買(mǎi)那一款呢？

????三星希望它的顯示技術(shù)能夠成為刺激購(gòu)買(mǎi)欲望的因素之一，因?yàn)樗母?jìng)爭(zhēng)對(duì)手們使用的都是不那么鮮艷，但更受信賴的屏幕技術(shù)。

????蘋(píng)果的iPhone、iPad以及大約三分之二的其他智能手機(jī)均使用LCD屏幕，即液晶顯示屏。LCD顯示屏通過(guò)扭轉(zhuǎn)液晶來(lái)使一定量的光線穿過(guò)每個(gè)紅、綠或藍(lán)像素。這一技術(shù)很知名，也很成熟，但它也有一個(gè)比較大的缺點(diǎn)：液晶自己是不發(fā)光的，液晶背后的發(fā)光板會(huì)顯著影響電池壽命。另外算上液晶屏本身和其它必要技術(shù)配件的厚度，LCD屏通常要更厚、更硬一些。

????目前三星的大多數(shù)設(shè)備采用的是AMOLED屏幕（又叫主動(dòng)矩陣有機(jī)發(fā)光二極管）。這種技術(shù)使電流通過(guò)一些有機(jī)材料薄膜（紅綠藍(lán)色）來(lái)發(fā)出有色光。由于AMOLED顯示屏自身可以發(fā)光，它不需要背光板。更妙的是，當(dāng)不需要某些像素發(fā)光時(shí)，它們會(huì)被“關(guān)閉”掉，從而節(jié)省電力，而且AMOLED顯示屏上的黑色也要比LCD顯示屏更深、更純。隨著工藝和材料的進(jìn)步，如今的AMOLED顯示屏已經(jīng)造得比以往更薄、像素密度極高，有的甚至還能彎曲，而且它的色域也非常廣。

????最重要的是，這些工藝進(jìn)步很大程度上來(lái)自同一個(gè)制造商，即三星電子集團(tuán)旗下的三星顯示公司（Samsung Display）。IHS公司高級(jí)總監(jiān)維尼塔?賈克漢瓦表示：“可能還有其他幾家公司涉及這項(xiàng)技術(shù)領(lǐng)域，但這些顯示屏實(shí)際上都來(lái)自三星，除此以外，市場(chǎng)上再?zèng)]有其他廠家為手機(jī)或平板電腦生產(chǎn)OLED或AMOLED顯示屏了?！?/p>

????三星當(dāng)然樂(lè)于談?wù)勊娘@示技術(shù)。在今年夏天發(fā)布的一段Galaxy Tab S平板電腦推廣視頻中，一位女士在網(wǎng)上購(gòu)買(mǎi)了沙拉碗、裙子和高跟鞋，等快遞到了，卻發(fā)現(xiàn)實(shí)物的顏色跟網(wǎng)站上的圖片顏色偏差很大，不由得唉聲嘆氣。這時(shí)旁白說(shuō)道，三星Galaxy Tab S平板電腦可以展示“專(zhuān)業(yè)的RGB標(biāo)準(zhǔn)”，每個(gè)像素“都是一個(gè)活的像素，能夠創(chuàng)造一系列色彩組合。”潛臺(tái)詞就是說(shuō)，三星的屏幕是有機(jī)的，是不一樣的，在色彩顯示上做得更好。

????When critics of Samsung see the Korean technology mega-corporation turn out yet another huge, impressively sharp screen for a new phone or tablet computer, it makes them see red.

????Well, not red, actually—more like a super-saturated, unrealistically bright version of red.

????Samsung is the near-undisputed king of OLED, or organic light-emitting diode, display technology. It has been using its dominant position in that market as a source of stability as it enters an increasingly untenable situation: eroding sales on both ends of the phone price spectrum. On the low end where profit margins are thin, Samsung has been under attack by local manufacturers such as Xiaomi, which have been willing to sacrifice profit for the sake of market share. On the high end where margins are better, rivals such as Apple’s iPhone have proved to be fiercely competitive. Every company in the business hopes that large sales volumes will make their big bets pay off in the end; the question is what will prompt consumers to buy one glassy device over another.

????Samsung hopes that display technology will be one of those things as its rivals use less flashy but more trusted screen technology.

????Apple’s iPhones and iPads and roughly two-thirds of all smartphones have LCD, or liquid-crystal display, screens. LCDs essentially twist and untwist liquid crystals to allow a certain amount of light through each red, green, or blue sub-pixel, the term for the components that make up each individual pixel in a display. The technology is well-known and well-worn, but it comes with a major downside: liquid crystals provide no light of their own. The necessary backlight that accompanies such displays is a substantial draw on battery life; taken together with the crystals and other necessary technology, such displays make the resulting screen thicker and more rigid.

????Most of Samsung’s modern devices have AMOLED (as in “active-matrix organic light-emitting diode”) displays. The technology involves passing a current through tiny, thin films of organic material (red, green, or blue), which cause them to throw off colored light. AMOLED screens generate their own light, so they do not need a backlight. Even better, when the pixels are not needed, they are actually “off,” saving device power and allowing blacks to be deeper and truer than with LCDs. Manufacturing and material improvements have made AMOLED displays thinner, extremely pixel-dense, occasionally curved, and able to display a huge range of colors.

????Most importantly, these manufacturing improvements come largely from one single maker: Samsung Display, a division of Samsung Electronics. “There may be a couple of other players, technically, but, really, these displays come from Samsung,” says Vinita Jakhanwal, senior director of analyst firm IHS. “There is no other OLED or AMOLED maker making displays for mobile phones or tablets.”

????Samsung certainly wants to talk about its display technology. In a video promotion for its Galaxy Tab S tablet this summer, women purchase salad bowls, dresses, and shoes online, only to sigh in deep exasperation when a different shade of blue-green, yellow, or shale comes out of the box. The Galaxy Tab S, the voice-over claims, displays the “professional RGB standard” and each pixel is a “l(fā)iving pixel, capable of producing a variety of color combinations.” The message: Samsung’s screens are organic, different, and simply better at colors.