Japanese-based Sharp is set to further put pressure Samsung Display and LG Display, following reports the company has commenced manufacturer of OLED smartphone screens.

According to Taiwanese trade publication, DigiTimes, Sharp began mass OLED panel production in June, preceding a formal announcement end of July.

Sharp Executive Vice President, Katsuaki Nomura, claims the company’s ‘Aquos’ branded premium smartphones (featuring in-house OLED panels) are also set to hit market in Q4 2018 – despite an overall industry decline.

With a long running history in display manufacturing (e.g. premium laptop screens), commentators forecast Sharp’s entry into OLED smartphone panels may shake-up competition between LG and Samsung.

Recent IHS Markit numbers claim Samsung Display dominates 90.1% of the global small to medium-sized OLED panel market, with LG Display comprising a smaller 7.7%.

As per its recent earnings report, Samsung Display benefit from exclusive OLED screen orders for Apple’s iPhone X, posting US$1.3 billion in operating profit.