Sharp's president Mikio Katayama said that his company does not have plans to join the OLED market. He estimates that OLEDs won't create a new market, it will just be a replacement for existing technologies. Currently OLEDs will be too expensive - and he does not think customers will pay the premium.

Three years ago, Sharp made basically the same comments about OLEDs. It's quite a big bet by the Japanese company - as most leading TV makers have active OLED TV programs.