1 week Ago By Levi Li
Samsung Display (SDC) recently announced its routine personnel changes, naming Vice President Cheong Lee as the new head of its most profitable division, the small- and medium-sized display sector. Chung Lee, the previous head of this unit, has been promoted to president and will now serve as SDC's president, as highlighted by . South Korean companies traditionally announce organizational adjustments and personnel reshuffles toward the end of the year.
As reported by , SDC recently appointed Cheong Lee as the head of its small- and medium-sized display sector, while June-hee Lee, head of the large-sized display sector, has been named as the successor to Sung-woo Hwang to take charge of the IT service division concurrently, according to . Cheong Lee assumes leadership of the small- and medium-sized display business division The small- and medium-sized display business division at SDC specializes in manufacturing OLED panels for Samsung Electronics' smartphones and automotive electronics. It also operates a dedicated division tasked with producing OLED panels for Apple's iPhones and other related products.
and SDC's official sources report that Cheong Lee, the newly appointed head of the small- and medium-sized display sector, is an accomplished expert in OLED development. He has earned accolades for his work on embedded touch technology On-Cell Touch AMOLED (OCTA) and innovations in low-power OLED technology. In recognition of his contributions, he received the Special Recognition Award from the Society for Information Display (SID) in 2023.
Chung Lee is promoted to president of Samsung Display Chung Lee, with a Ph.D. in chemical engineering from Pohang University of Science and Technology, has led SDC's small- and medium-sized display business unit since 2023.
He is recognized for his pivotal contributions to high-resolution OLED display development and advancements in HOP technology. In 2024, he was honored with the Special Recognition Award from the Society for Information Display (SID), according to . SDC refers to its Low-Temperature Polycrystalline Oxide (LTPO) technology as "HOP," a term derived from "Hybrid Oxide" and "Polycrystalline Silicon.
" LTPO OLED panels, known for their high resolution, variable refresh rates, and exceptional energy efficiency, are widely integrated into Apple's premium product lineup. June-hee Lee takes charge of the IT service sector June-hee Lee, the head of SDC's large-sized display business division, will concurrently serve as the IT business division chief starting in 2025, reporting directly to the CEO. Despite the dual responsibilities, no staffing changes will occur within his division.
Previously, this role was held concurrently by Chung Lee, the former head of the small- and medium-sized display business unit and now the company's CEO. The large-sized display business unit at SDC focuses on manufacturing QD-OLED panels for televisions and monitors. With the OLED TV market experiencing stagnation and monitor panels proving more profitable, SDC has shifted its strategy to boost QD-OLED shipments for monitors.
Concurrently, the IT business division manages the production of small- to medium-sized IT OLED panels used in devices like tablets and notebooks. Public opinion and perspectives Korean media suggests that SDC's decision to place the management of small- to medium-sized IT OLED panels under the large-sized display business unit could enhance the overall growth of the IT OLED sector. Although QD-OLED panel technologies for monitors differ from those for small- to medium-sized IT OLED panels, the move is expected to create synergies aligned with customer demand and evolving technology trends.
This strategy also mitigates the challenge of marketing similarly sized yet distinct products to the same clients. Some analysts view SDC's decision to have the head of the large-sized display business unit concurrently manage the IT division as a move to decrease reliance on the small- and medium-sized display business unit. Currently, over two-thirds of SDC's operating profits stem from iPhone OLED panels.
Furthermore, competition with rivals like LG Display (LGD) and BOE Technology has intensified. In response, SDC previously reassigned employees from the large-sized display business unit to support the small- and medium-sized divisions. The microdisplay group, restructured in late 2023 to report directly to SDC's representative, will remain under direct management in 2025.
The group focuses on advancing preparations for the extended reality (XR) device market. As part of SDC's 2025 personnel changes, 16 individuals received promotions, including 6 vice presidents, 9 senior managers, and 1 master. This marks a reduction of 11 promotions compared to 2024.
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