Innovation in Foldable and Stretchable Phone Displays

Question 1

The New-in-the-World foldable phone, the Royole FlexiPai, was introduced commercially by a little-known Chinese OEM company – Royole Technologies, in 2018. This was shortly followed by Samsung’s Galaxy Z Fold in 2019. In the current foldable phone market, companies such as Samsung, Motorola, Google, OnePlus, OPPO and HONOR dominate the market (Mehrotra, 2024).

According to Weatherbed (2024), Huawei announced in September 2024 the launch of their new trifold phone -the Mate XT. This new design features an inverse dual-hinge design that folds in a “Z” shape. When the Mate XT is fully unfolded, the display increases to 10.2 inches. The phone can be used in a variety of formats. When it is partially unfolded, it will become a 7.9-inch display. The trifold phone can also be fully collapsed to look at a traditional single6.4 inches screen.

On 8 Nov 2024 at the LG Science Park, LG Display announced a stretchable display that is considered as the ultimate display technology. This stretchable display is able to fit into any shape by stretching, folding and twisting. It was a successful outcome of a collaboration between LG Display and 19 other research institutions that was brought together by the South Korean’s Ministry of Trade, Industry and Energy. During the unveiling, LG Display suggested
two potential use cases: as an automotive panel operated by touch and as a wearable display included in a firefighter’s uniform that provides real-time information updates (Lerma, 2024).

This assignment requires you to think about and analyse innovation in the real-world. Where appropriate, conduct research on real-world examples in support of your answer. In this submission, the website links must be specified, in-text citations and an end-text reference list are required for your answers.

(a) Examine how a company would manage innovation projects, such as building a foldable phone. You should identify a suitable framework and then apply it to a foldable phone model from any phone maker (Samsung, Motorola, Google, OnePlus, OPPO, HONOR, etc.) to discuss this question. Research the 2023 market share of this particular phone maker and its relative position using the Growth-Share Matrix. Provide relevant diagrams.

Word limit: 600 words (40 marks)

(b) Appraise the Uncertainty Management of the selected phone maker (identified in Q1a) if they are to proceed to make a trifold phone. The trifold phone trend, the technological knowledge to build a foldable phone. You should select a foldable phone model from a phone maker to discuss this question.

Word limit: 400 words (20 marks)

(c) Discuss if this ultimate stretchable display is considered an innovation as of November 2024. Justify your answers using the appropriate framework. Describe three (3) other possible applications of stretchable display (that are not found in the source articles).

Word limit: 600 words (40 marks

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Managing innovation projects on foldable phones

The management of foldable phone projects is performed by companies using frameworks like innovation funnel which includes stages like Idea development, testing and launch. This can be identified from the case example of Samsung Galaxy Z fold which has included a critical research and development investment initially followed by prototype development and market testing. According to statista, Samsung accounts for having a market share of 80% of the global foldable market. This can be analysed using the marketing tool BCG growth matrix which suggests that Samsung is in the star quadrant which indicates high market share and high growth opportunities in the foldable market.

Uncertainty management specific to Trifold phones

With respect to uncertainty, it is significantly high because of high complexity in technological environment, significant amount of cost involved and higher adaptation risks among consumers. The Framework that can be used in understanding this uncertainty can be an uncertainty map which indicates that Samsung lies in level 3 uncertainty according to the framework. The management approaches that can be followed include making investment in such innovation through strategic partnerships, and performing incremental innovation to test the market acceptance such as improving foldable phones before scaling trifolds. 

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