Technology breakthroughs and efficient cost control has led to a decline in the retail price of LCD TVs, contributing to rapid sales growth. Development focus of LCD TVs has shifted from screen size to display quality. With leading international TV vendors starting to outsource production of value-line LCD TV models, Taiwan's LCD TV makers have benefited from theses vendors' orders. In 2007 the Taiwanese LCD TV industry's total shipment volume rose to 15.4 million units, representing an annual growth rate of 71.1% compared to 2006. With rapid growth in demand in major regional markets around the world and Taiwanese makers' existing competitiveness, it is anticipated that Taiwan's share of global LCD TV manufacturing will have risen to around 30% by 2011.