Samsung Display today revealed plans to exhibit its next-generation OLED technology, boasting an impressive maximum brightness of 5,000 nits, at the Mobile World Congress 2025 (MWC25) on March 3.

The ultra-high brightness OLED was developed based on the polarizer-less display, also known as on-cell film (OCF) technology, which Samsung Display was the first to commercialize. This innovation not only enhances outdoor visibility but also reduces power consumption, paving the way for significant design flexibility. OCF technology is being applied to a bar-type smartphone and a rollable laptop, following its success in foldable smartphones, and is being recognized by customers as a high-value display technology.

“OCF technology meets the needs of L.E.A.D., which stands for ‘Low Power Consumption, Eco-friendliness, Augmented Brightness, and Designed to be Slim and Light,’” said Joohyung Lee, Head of Mobile Display Business at Samsung Display. “By aligning with these cutting-edge requirements, we are excited to introduce the concept ‘L.E.A.D., The Next Wave of Display,’ at MWC25, showcasing a groundbreaking direction for next-generation displays that will captivate both consumers and clients.”

At MWC25, the company is exhibiting an OCF OLED panel with a peak brightness of 5,000 nits. This level of brightness is achieved when the on-pixel ratio (OPR) — which measures the percentage of active pixels on the screen — is at 10%. It can deliver an impressive brightness of over 3,000 nits even in everyday environments like watching movies. This peak brightness surpasses that of recently launched premium smartphone OLEDs, offering approximately up to 1.5 times the brightness while maintaining the same power consumption.

A polarizer, an opaque plastic sheet, prevents displays from reflecting external light, which can reduce visibility. However, as light emitted by the pixels passes through the polarizer, brightness typically decreases by more than 50%, ultimately lowering the luminous efficiency of the display. To overcome this drawback, the display industry has been actively researching and developing potential solutions.

Samsung Display has pioneered the development of the world’s first panel-stacking structure that eliminates the need for a polarizer while effectively blocking external light reflection. By removing the polarizer, the brightness loss is halved compared to conventional OLED panels. This innovation allows the display to maintain the same level of brightness using only approximately 63% of the energy that most panels typically consume.

The removal of the polarizer is a key advantage of OCF technology, contributing to the reduced thickness of the panel. OCF-applied panels can be made up to 20% slimmer than conventional OLED panels. This slimness makes it easier to optimize panel design, to improve durability and visibility. Additionally, the reduced repulsion enables the creation of innovative form factors like Slidables and Rollables. The remarkably slim panels with OCF technology will be on display at MWC25, offering attendees the opportunity to experience this innovation firsthand.

Thanks to its numerous advantages, OCF technology is emerging as a premium display solution. In an era increasingly dominated by on-device AI, high-performance computing tasks consume significant power, which leads to higher consumer demand for technology that enhances performance but reduces power consumption. OCF technology was first applied to foldable smartphones with the Galaxy Z Fold 3 in 2021, and it is now being expanded to bar-type smartphones, further solidifying its role in the future of display technology.

“Samsung Display will continue to advance its differentiated leadership through innovative technology such as OCF to meet the demands of the AI era,” said Joohyung Lee, Head of Mobile Display Business at Samsung Display.

(Photo credit: Samsung Display)