Panel makers have been trying to improve technologies to win over peers. Industry sources noted that Japan-based Toshiba Mobile Display's (TMD) in-cell technology yields have increased to 60%. Touch sensor makers TPK and Wintek are likely to feel pressure from the rise of such technology.

Large-size panel makers have been eager to develop in-cell touch technology as the touch market continues to expand quickly. In-cell and on-cell technologies are ways for panel makers to capture business from touch sensor makers.

Compared with the technological process of on-cell, in-cell technology can use original TFT equipment for production. However, there are still technological difficulties causing the development of in-cell technology to grow slowly.

Firms such as TMD Japan, Sharp, LG Display, Samsung Electronics, AU Optronics (AUO), Cando, and Chimei Innolux (CMI) have all been racing to develop embedded touch technology. Toshiba's in-cell technology yields are said to have reached 60% while other firms such as LG Display and Sharp all have yields less than 50%.

Panel makers pointed that in-cell resistive touch screens do not have multi-touch functions.