In its assessment, IDTechEx Research anticipates that all display makers will build some know-how for both just in case, but that no single approach will totally prevail in production soon.
Those with sufficient technology know-how and IP protection will pursue the on-cell approach for the current display sizes. They will also continue to make progress on translating this technology to ever larger areas, often chasing a high-priced high-performance premium display positioning. Others will pursue a film-based strategy, giving them easier and low-cost access to touch technology for flexible displays. In the medium term, IDTechEx envisages that a more diverse range of flexible display products will emerge, each offering a different performance. This will further sustain the existence of multiple approaches in the market.
Note that the battle between film-type vs on (or in)-cell type is also in force in rigid displays. Here too, both approaches are used although, trends can shift the balance one way or the other.
IDTechEx Research - www.IDTechEx.com