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Global Thin Film Transistor (TFT) Display Market, By Technology (Plasma Display (PDP), Organic Light Emitting Diode (OLED), Other), Type (Twisted Nematic, In-Plane Switching, Advanced Fringe Field Switching, Multi-Domain Vertical Alignment, Advanced Super View, Cell Technology), Panel Type (A_MVA, ASV, MVA, S_PVA, P-IPS), End Use (Domestic Use, Industrial Use) – Industry Trends and Forecast to 2029
Liquid crystal are considered highly light valves or electo-optic transducers. These thin film transistors are known to be simple electronic control devices widely fabricated on a large transparent substrates. They enable fabrication of electronic display.
Global Thin Film Transistor (TFT) Display Market was valued at USD 270.26 million in 2021 and is expected to reach USD 968.64 million by 2029, registering a CAGR of 17.30% during the forecast period of 2022-2029. Twisted Nematic accounts for the largest type segment in the respective market owing to its low cost. The market report curated by the Data Bridge Market Research team includes in-depth expert analysis, import/export analysis, pricing analysis, production consumption analysis, and pestle analysis.
A thin-film-transistor display refers to a form of LCD that uses TFT technology for enhancing image quality including addressability and contrast. These displays are commonly utilized in mobile phones, handheld video game systems, projectors, computer monitors, television screens, navigation systems and personal digital assistants.
Technology (Plasma Display (PDP), Organic Light Emitting Diode (OLED), Other), Type (Twisted Nematic, In-Plane Switching, Advanced Fringe Field Switching, Multi-Domain Vertical Alignment, Advanced Super View, Cell Technology), Panel Type (A_MVA, ASV, MVA, S_PVA, P-IPS), End Use (Domestic Use, Industrial Use)
Panasonic Corporation (Japan), LG Display Co., Ltd (South Korea), HannStar Display Corporation (Taiwan), AU Optronics Corp. (Taiwan), Chi Mei Corporation. (Taiwan), SAMSUNG (South Korea), SHARP CORPORATION (Japan), Schneider Electric (France), Siemens (Germany), Mitsubishi Electric Corporation (Japan), SONY INDIA. (India), FUJITSU (Japan), Chunghwa Picture Tubes, LTD. (Taiwan), Barco.(Belgium), BOE Technology Group Co., Ltd. (China), Innolux Corporation (Taiwan), Advantech Co., Ltd (Taiwan), among others.
The increase in the smartphone and tablet proliferation acts as one of the major factors driving the growth of thin film transistor (TFT) display market. Technological advancements are leading a radical shift from traditional slow, bulky and imprecise resistive mono touch to highly sensitive multi-touch capacitive screen have a positive impact on the industry.
The rise in number of electronic readers and growing demand for on-the-move information accelerate the market growth. The development of easy-to-use display devices drives the growth of the market.
The increase in application areas of large e thin film transistor (TFT) display due to the advantages offered by these paper displays in terms of user experience, manufacturing cost, readability, and energy consumption further influence the market.
Additionally, rapid urbanization, change in lifestyle, surge in investments and increased consumer spending positively impact the thin film transistor (TFT) display market.
On the other hand, high cost associated with the manufacturing is expected to obstruct market growth. Also, lack of awareness and low refresh rate are projected to challenge the thin film transistor (TFT) display market in the forecast period of 2022-2029.
This thin film transistor (TFT) display market report provides details of new recent developments, trade regulations, import-export analysis, production analysis, value chain optimization, market share, impact of domestic and localized market players, analyses opportunities in terms of emerging revenue pockets, changes in market regulations, strategic market growth analysis, market size, category market growths, application niches and dominance, product approvals, product launches, geographic expansions, technological innovations in the market. To gain more info on thin film transistor (TFT) display market contact Data Bridge Market Research for an Analyst Brief, our team will help you take an informed market decision to achieve market growth.
The COVID-19 has impacted thin film transistor (TFT) display market. The limited investment costs and lack of employees hampered sales and production of electronic paper (e-paper) display technology. However, government and market key players adopted new safety measures for developing the practices. The advancements in the technology escalated the sales rate of the thin film transistor (TFT) display as it targeted the right audience. The increase in sales of devices such as smart phones and tablets across the globe is expected to further drive the market growth in the post-pandemic scenario.
The thin film transistor (TFT) display market is segmented on the basis of technology, type, panel type and end-use. The growth amongst these segments will help you analyze meager growth segments in the industries and provide the users with a valuable market overview and market insights to help them make strategic decisions for identifying core market applications.
The thin film transistor (TFT) display market is analysed and market size insights and trends are provided by country, technology, type, panel type and end-use as referenced above.
The countries covered in the thin film transistor (TFT) display market report are U.S., Canada, Mexico, Brazil, Argentina, Rest of South America, Germany, Italy, U.K., France, Spain, Netherlands, Belgium, Switzerland, Turkey, Russia, Rest of Europe, Japan, China, India, South Korea, Australia, Singapore, Malaysia, Thailand, Indonesia, Philippines, Rest of Asia-Pacific, Saudi Arabia, U.A.E, South Africa, Egypt, Israel, Rest of Middle East and Africa (MEA).
North America dominates the thin film transistor (TFT) display market because of the introduction of advanced technology along with rising disposable income of the people within the region.
The thin film transistor (TFT) display market competitive landscape provides details by competitor. Details included are company overview, company financials, revenue generated, market potential, investment in research and development, new market initiatives, global presence, production sites and facilities, production capacities, company strengths and weaknesses, product launch, product width and breadth, application dominance. The above data points provided are only related to the companies" focus related to thin film transistor (TFT) display market.
Orient Display sunlight readable TFT displays can be categorized into high brightness TFT displays, high contrast IPS displays, transflective TFT displays, Blanview TFT displays etc.
The brightness of our standard high brightness TFT displays can be from 700 to 1000 nits. With proper adding brightness enhancement film (BEF) and double brightness enhancement film (DBEF) and adjustment of the LED chips, Orient Display high brightness TFT products can achieve 1,500 to 2,000 nits or even higher luminance. Orient Display have special thermal management design to reduce the heat release and largely extend LED life time and reduce energy consumption.
Our high contrast and wide viewing angle IPS displays can achieve contrast ratio higher than 1000:1 which can make readability under strong sunlight with lower backlight luminance. High brightness IPS displays have been widely accepted by our customers with its superb display quality and it has become one of the best sellers in all our display category.Transflective display is an old monochrome display technology but it has been utilized in our color TFT line for sunlight readable application. Orient Display has 2.4” and 3.5” to choose from.
Blanview TFT displays are the new technology developed by Ortustech in Japan. It can provide around 40% of energy consumption for TFT panels which can use smaller rechargeable or disposable batteries and generate less heat. The price is also lower than traditional transflective TFT displays. Orient Display is partnering with the technology inventor to provide 4.3” and 5.0”.
Orient Display can also provide full customized or part customized solutions for our customers to enhance the viewing experience. Orient Display can provide all the different kinds of surface treatments, such as AR (Anti-reflection); AG (Anti-glare), AF (Anti-finger print or Anti-smudge); AS (Anti-smashing); AM (Anti-microbial) etc. Orient Display can also provide both dry bonding (OCA, Optical Clear Adhesive), or wet bonding (OCR, Optical Clear Resin and OCG, Optical Clear Glue) to get rid of light reflective in air bonding products to make the products much more readable under sunlight and be more robust.
Touch panels have been a much better human machine interface which become widely popular. Orient Display has been investing heavy for capacitive touch screen sensor manufacturing capacity. Now, Orient Display factory is No.1 in the world for automotive capacitive touch screen which took around 18% market share in the world automotive market.
Based on the above three types of touch panel technology, Orient Display can also add different kinds of features like different material glove touch, water environment touch, salt water environment touch, hover touch, 3D (force) touch, haptic touch etc. Orient Display can also provide from very low cost fixed area button touch, single (one) finger touch, double finger (one finger+ one gesture) touch, 5 finger touch, 10 points touch or even 16 points touch.
Considering the different shapes of the touch surface requirements, Orient Display can produce different shapes of 2D touch panel (rectangle, round, octagon etc.), or 2.5D touch screen (round edge and flat surface) or 3D (totally curved surface) touch panel.
Considering different strength requirements, Orient Display can provide low cost chemical tampered soda-lime glass, Asahi (AGC) Dragontrail glass and Corning high end Gorilla glass. With different thickness requirement, Orient Display can provide the thinnest 0.5mm OGS touch panel, to thickness more than 10mm tempered glass to prevent vandalizing, or different kinds of plastic touch panel to provide glass piece free (fear) or flexible substrates need.
Of course, Orient Display can also offer traditional RTP (Resistive Touch Panel) of 4-wire, 5-wire, 8-wire through our partners, which Orient Display can do integration to resistive touch screen displays.
Engineers are always looking for lower cost, faster, more convenient interfaces to transmit signals and to accept data and commands. The numbers of available interfaces available in the market can be dazzling. Orient Display follows market trends to produce various kind of interfaces for our customers to choose.
Genetic Interfaces: Those are the interfaces which display or touch controller manufacturers provide, including parallel, MCU, SPI(,Serial Peripheral Interface), I2C, RGB (Red Green Blue), MIPI (Mobile Industry Processor Interface), LVDS (Low-Voltage Differential Signaling), eDP ( Embedded DisplayPort) etc. Orient Display has technologies to make the above interface exchangeable.
High Level Interfaces: Orient Display has technologies to make more advanced interfaces which are more convenient to non-display engineers, such as RS232, RS485, USB, VGA, HDMI etc. more information can be found in our serious products. TFT modules, Arduino TFT display, Raspberry Pi TFT display, Control Board.
The global TFT-LCD display panel market attained a value of USD 148.3 billion in 2022. It is expected to grow further in the forecast period of 2023-2028 with a CAGR of 4.9% and is projected to reach a value of USD 197.6 billion by 2028.
The current global TFT-LCD display panel market is driven by the increasing demand for flat panel TVs, good quality smartphones, tablets, and vehicle monitoring systems along with the growing gaming industry. The global display market is dominated by the flat panel display with TFT-LCD display panel being the most popular flat panel type and is being driven by strong demand from emerging economies, especially those in Asia Pacific like India, China, Korea, and Taiwan, among others. The rising demand for consumer electronics like LCD TVs, PCs, laptops, SLR cameras, navigation equipment and others have been aiding the growth of the industry.
TFT-LCD display panel is a type of liquid crystal display where each pixel is attached to a thin film transistor. Since the early 2000s, all LCD computer screens are TFT as they have a better response time and improved colour quality. With favourable properties like being light weight, slim, high in resolution and low in power consumption, they are in high demand in almost all sectors where displays are needed. Even with their larger dimensions, TFT-LCD display panel are more feasible as they can be viewed from a wider angle, are not susceptible to reflection and are lighter weight than traditional CRT TVs.
The global TFT-LCD display panel market is being driven by the growing household demand for average and large-sized flat panel TVs as well as a growing demand for slim, high-resolution smart phones with large screens. The rising demand for portable and small-sized tablets in the educational and commercial sectors has also been aiding the TFT-LCD display panel market growth. Increasing demand for automotive displays, a growing gaming industry and the emerging popularity of 3D cinema, are all major drivers for the market. Despite the concerns about an over-supply in the market, the shipments of large TFT-LCD display panel again rose in 2020.
North America is the largest market for TFT-LCD display panel, with over one-third of the global share. It is followed closely by the Asia-Pacific region, where countries like India, China, Korea, and Taiwan are significant emerging market for TFT-LCD display panels. China and India are among the fastest growing markets in the region. The growth of the demand in these regions have been assisted by the growth in their economy, a rise in disposable incomes and an increasing demand for consumer electronics.
The report gives a detailed analysis of the following key players in the global TFT-LCD display panel Market, covering their competitive landscape, capacity, and latest developments like mergers, acquisitions, and investments, expansions of capacity, and plant turnarounds:
TFT-LCD Display Panel Market To Be Driven By Increasing Deployment Of TFT-LCD Display Panels In Smart TVs and Smartphones In the Forecast Period Of 2023-2028
WYOMING, UNITED STATES, February 10, 2023 /EINPresswire.com/ -- The new report by Expert Market Research titled, ‘Global TFT-LCD Display Panel Market Share, Size, Price, Report and Forecast 2023-2028’, gives an in-depth analysis of the global TFT-LCD display panel market, assessing the market based on its segments like sizes, applications, and major regions.
The increasing deployment of TFT-LCD display panels in smart TVs, smartphones, and tablets, among others, is driving the market growth. The increasing demand for consumer electronics with enhanced screen resolution and great picture quality, owing to the rising disposable income and rapid urbanisation, is anticipated to propel the market growth.
Moreover, the increasing demand for good quality display panels in enterprises for better presentability, is likely to be a major driver of the market. Geographically, the Asia Pacific region accounts for a significant share in the market owing to the presence of large population in emerging economies, such as India and China, which is generating a significant demand for display panels.
A thin-film-transistor liquid -crystal display (TFT LCD) panel is defined as a technology which is used in the television to enhance the experience of the users. In a TFT-LCD display panel, each pixel is attached to a thin film transistor which offers great colour quality. TFT-LCD also improves contrast and addressability of the television.
The key trends in the TFT-LCD display panel market include the growing research and development activities by the major market players aimed towards augmenting the quality of consumer electronics by bolstering the viewing experience. The growing competition between the international brands, such as Samsung Electronics and Toshiba, is anticipated to accelerate the sales of the product.
Moreover, the thriving e-commerce industry, which is further augmented by the increasing purchasing power of the population is likely to be a boon for the market in the coming years. The technological advancements in the medium and large enterprises is likely to lead to a heightened adoption of TFT-LCD display panels in the forecast period.
Smart TFT LCD display embeds LCD driver, controller and MCU, sets engineer free from tedious UI & touch screen programming. Using Smart TFT LCD module, our customers greatly reduce product"s time-to-market and BOM cost.
The report presents the market competitive landscape and a corresponding detailed analysis of the major vendor/key players in the market. Top Companies in the Global TFT LCD DisplayMarket: AU Optronics, Innolux, LG Display, Samsung Displa
TFT LCD DisplayMarket Country Level Break-Up:United States, Canada, Mexico, Brazil, Argentina, Colombia, Chile, South Africa, Nigeria, Tunisia, Morocco, Germany, United Kingdom (UK), the Netherlands, Spain, Italy, Belgium, Austria, Turkey, Russia, France, Poland, Israel, United Arab Emirates, Qatar, Saudi Arabia, China, Japan, Taiwan, South Korea, Singapore, India, Australia, and New Zealand, etc.
- Key Strategic Developments:The study also includes the key strategic developments of the market, comprising R&D, new product launches, M&A, agreements, collaborations, partnerships, joint ventures, and regional growth of the leading competitors operating in the TFT LCD Displaymarket on a global and regional scale.
- Key Market Features:The report evaluated key market features, including revenue, price, capacity, capacity utilization rate, gross, production, production rate, consumption, import/export, supply/demand, cost, market share, CAGR, and gross margin. In addition, the study offers a comprehensive study of the key market dynamics and their latest trends, along with pertinent TFT LCD Displaymarket segments and sub-segments.
- Analytical Tools:The Global TFT LCD DisplayMarket report includes the accurately studied and assessed data of the key industry players and their scope in the market by means of a number of analytical tools. Analytical tools such as Porter’s five forces analysis, SWOT analysis, feasibility study, and investment return analysis have been used to analyze the growth of the key players operating in the market.
The worldwide Automotive TFT-LCD Display Market is expected to grow at a booming CAGR of 2023-2030, rising from USD billion in 2023 to USD billion in 2030. It also shows the importance of the Automotive TFT-LCD Display Market main players in the sector, including their business overviews, financial summaries, and SWOT assessments.
Automotive TFT-LCD Display Market is split by Type and by Application. For the period 2017-2030, the growth among segments provide accurate calculations and forecasts for revenue by Type and by Application. This analysis can help you expand your business by targeting qualified niche markets.
The study examines the Automotive TFT-LCD Display Market"s competitive landscape and includes data on important suppliers, including LG Display, Innolux, AUO, Sharp, BOE, JDI& Others.
The Automotive TFT-LCD Display Market report covers the following countries: the United States, Canada, Mexico, Brazil, Argentina, Peru, the rest of South America, Germany, France, the United Kingdom, the Netherlands, Switzerland, Belgium, Russia, Italy, Spain, Turkey, Hungary, Lithuania, Austria, Ireland, Norway, Poland, the rest of Europe, China, Japan, India, South Korea, Singapore, Malaysia, Australia, Thailand, Indonesia, the Philippines, and Vietnam.
A thin-film-transistor liquid-crystal display (TFT LCD) is a variant of a liquid-crystal display that uses thin-film-transistor technologyactive matrix LCD, in contrast to passive matrix LCDs or simple, direct-driven (i.e. with segments directly connected to electronics outside the LCD) LCDs with a few segments.
In February 1957, John Wallmark of RCA filed a patent for a thin film MOSFET. Paul K. Weimer, also of RCA implemented Wallmark"s ideas and developed the thin-film transistor (TFT) in 1962, a type of MOSFET distinct from the standard bulk MOSFET. It was made with thin films of cadmium selenide and cadmium sulfide. The idea of a TFT-based liquid-crystal display (LCD) was conceived by Bernard Lechner of RCA Laboratories in 1968. In 1971, Lechner, F. J. Marlowe, E. O. Nester and J. Tults demonstrated a 2-by-18 matrix display driven by a hybrid circuit using the dynamic scattering mode of LCDs.T. Peter Brody, J. A. Asars and G. D. Dixon at Westinghouse Research Laboratories developed a CdSe (cadmium selenide) TFT, which they used to demonstrate the first CdSe thin-film-transistor liquid-crystal display (TFT LCD).active-matrix liquid-crystal display (AM LCD) using CdSe TFTs in 1974, and then Brody coined the term "active matrix" in 1975.high-resolution and high-quality electronic visual display devices use TFT-based active matrix displays.
The liquid crystal displays used in calculators and other devices with similarly simple displays have direct-driven image elements, and therefore a voltage can be easily applied across just one segment of these types of displays without interfering with the other segments. This would be impractical for a large display, because it would have a large number of (color) picture elements (pixels), and thus it would require millions of connections, both top and bottom for each one of the three colors (red, green and blue) of every pixel. To avoid this issue, the pixels are addressed in rows and columns, reducing the connection count from millions down to thousands. The column and row wires attach to transistor switches, one for each pixel. The one-way current passing characteristic of the transistor prevents the charge that is being applied to each pixel from being drained between refreshes to a display"s image. Each pixel is a small capacitor with a layer of insulating liquid crystal sandwiched between transparent conductive ITO layers.
The circuit layout process of a TFT-LCD is very similar to that of semiconductor products. However, rather than fabricating the transistors from silicon, that is formed into a crystalline silicon wafer, they are made from a thin film of amorphous silicon that is deposited on a glass panel. The silicon layer for TFT-LCDs is typically deposited using the PECVD process.
Polycrystalline silicon is sometimes used in displays requiring higher TFT performance. Examples include small high-resolution displays such as those found in projectors or viewfinders. Amorphous silicon-based TFTs are by far the most common, due to their lower production cost, whereas polycrystalline silicon TFTs are more costly and much more difficult to produce.
The twisted nematic display is one of the oldest and frequently cheapest kind of LCD display technologies available. TN displays benefit from fast pixel response times and less smearing than other LCD display technology, but suffer from poor color reproduction and limited viewing angles, especially in the vertical direction. Colors will shift, potentially to the point of completely inverting, when viewed at an angle that is not perpendicular to the display. Modern, high end consumer products have developed methods to overcome the technology"s shortcomings, such as RTC (Response Time Compensation / Overdrive) technologies. Modern TN displays can look significantly better than older TN displays from decades earlier, but overall TN has inferior viewing angles and poor color in comparison to other technology.
Most TN panels can represent colors using only six bits per RGB channel, or 18 bit in total, and are unable to display the 16.7 million color shades (24-bit truecolor) that are available using 24-bit color. Instead, these panels display interpolated 24-bit color using a dithering method that combines adjacent pixels to simulate the desired shade. They can also use a form of temporal dithering called Frame Rate Control (FRC), which cycles between different shades with each new frame to simulate an intermediate shade. Such 18 bit panels with dithering are sometimes advertised as having "16.2 million colors". These color simulation methods are noticeable to many people and highly bothersome to some.gamut (often referred to as a percentage of the NTSC 1953 color gamut) are also due to backlighting technology. It is not uncommon for older displays to range from 10% to 26% of the NTSC color gamut, whereas other kind of displays, utilizing more complicated CCFL or LED phosphor formulations or RGB LED backlights, may extend past 100% of the NTSC color gamut, a difference quite perceivable by the human eye.
In 2004, Hydis Technologies Co., Ltd licensed its AFFS patent to Japan"s Hitachi Displays. Hitachi is using AFFS to manufacture high end panels in their product line. In 2006, Hydis also licensed its AFFS to Sanyo Epson Imaging Devices Corporation.
A technology developed by Samsung is Super PLS, which bears similarities to IPS panels, has wider viewing angles, better image quality, increased brightness, and lower production costs. PLS technology debuted in the PC display market with the release of the Samsung S27A850 and S24A850 monitors in September 2011.
TFT dual-transistor pixel or cell technology is a reflective-display technology for use in very-low-power-consumption applications such as electronic shelf labels (ESL), digital watches, or metering. DTP involves adding a secondary transistor gate in the single TFT cell to maintain the display of a pixel during a period of 1s without loss of image or without degrading the TFT transistors over time. By slowing the refresh rate of the standard frequency from 60 Hz to 1 Hz, DTP claims to increase the power efficiency by multiple orders of magnitude.
Due to the very high cost of building TFT factories, there are few major OEM panel vendors for large display panels. The glass panel suppliers are as follows:
External consumer display devices like a TFT LCD feature one or more analog VGA, DVI, HDMI, or DisplayPort interface, with many featuring a selection of these interfaces. Inside external display devices there is a controller board that will convert the video signal using color mapping and image scaling usually employing the discrete cosine transform (DCT) in order to convert any video source like CVBS, VGA, DVI, HDMI, etc. into digital RGB at the native resolution of the display panel. In a laptop the graphics chip will directly produce a signal suitable for connection to the built-in TFT display. A control mechanism for the backlight is usually included on the same controller board.
The low level interface of STN, DSTN, or TFT display panels use either single ended TTL 5 V signal for older displays or TTL 3.3 V for slightly newer displays that transmits the pixel clock, horizontal sync, vertical sync, digital red, digital green, digital blue in parallel. Some models (for example the AT070TN92) also feature input/display enable, horizontal scan direction and vertical scan direction signals.
New and large (>15") TFT displays often use LVDS signaling that transmits the same contents as the parallel interface (Hsync, Vsync, RGB) but will put control and RGB bits into a number of serial transmission lines synchronized to a clock whose rate is equal to the pixel rate. LVDS transmits seven bits per clock per data line, with six bits being data and one bit used to signal if the other six bits need to be inverted in order to maintain DC balance. Low-cost TFT displays often have three data lines and therefore only directly support 18 bits per pixel. Upscale displays have four or five data lines to support 24 bits per pixel (truecolor) or 30 bits per pixel respectively. Panel manufacturers are slowly replacing LVDS with Internal DisplayPort and Embedded DisplayPort, which allow sixfold reduction of the number of differential pairs.
The bare display panel will only accept a digital video signal at the resolution determined by the panel pixel matrix designed at manufacture. Some screen panels will ignore the LSB bits of the color information to present a consistent interface (8 bit -> 6 bit/color x3).
With analogue signals like VGA, the display controller also needs to perform a high speed analog to digital conversion. With digital input signals like DVI or HDMI some simple reordering of the bits is needed before feeding it to the rescaler if the input resolution doesn"t match the display panel resolution.
Kawamoto, H. (2012). "The Inventors of TFT Active-Matrix LCD Receive the 2011 IEEE Nishizawa Medal". Journal of Display Technology. 8 (1): 3–4. Bibcode:2012JDisT...8....3K. doi:10.1109/JDT.2011.2177740. ISSN 1551-319X.
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K. H. Lee; H. Y. Kim; K. H. Park; S. J. Jang; I. C. Park & J. Y. Lee (June 2006). "A Novel Outdoor Readability of Portable TFT-LCD with AFFS Technology". SID Symposium Digest of Technical Papers. AIP. 37 (1): 1079–82. doi:10.1889/1.2433159. S2CID 129569963.
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The provided display driver example code is designed to work with Microchip, however it is generic enough to work with other micro-controllers. The code includes display reset sequence, initialization and example PutPixel() function. Keep the default values for all registers in the ILI9341, unless changed by the example code provided.
Note that the WR pin becomes the D/CX signal in serial mode. CS is used to initiate a data transfer by pulling it low. At the end of the data transfer, pull the CS pin high to complete the transaction. The timing diagram indicates that you can pull the CS pin high in between the command byte and data bytes within a transfer, but it is unlikely needed if the display is the only device on the SPI bus. To keep things simple, we suggest to leave it low during the entire transaction.