OLED-Displays are nothing new as e.g. KODAK showed OLED-equipped compactcameras on CEBIT a few years(!) ago (I think it was 2002 or so) and you can buy an OLED-TV from Sony in the US: 17" for a B&O price :-)
Their are many products out there using OLED. The main problem is its durability. Have a look at the SonyEricsson Bluetooth watches:
The mini infodisplay (OLED) is brigth with superb contrast and color! But how long will I have fun with my watch? 3-5 years or less?
If you have ever seen an OLED in real life you will be surprised in a positive way: You have to re-adjust your eyes :-)
Coloraccuray, contrast, viewing-angle etc. are absolutely great, no, fantastic!
The displays on Beosound 3000, 3200 are a piece of crap as they're unreadable if you don't stand directly in front of your device.
If the OLED-technology is "stable enough" and proofed, I think B&O will sell and integrate it, too.