Against Samsung QLED TV
LG Electronics will release premium OLED TVs and high-end LCD TVs next year. The company plans to position OLED TVs in the premium TV segment and LCD TVs, which can compete with quantum dot TVs, in the category lower than OLED TVs.
“We will unveil our own version of quantum dot TVs next year, which are somewhat different in kind from quantum dot,” Kwon Bong-suk, executive vice president and CEO of LG Home Entertainment Unit, said at a press conference held on sidelines of LG’s exhibition at the IFA 2016 trade show in Berline, Germany, on September 3 (local time).
It means that LG plans to release a new LCD TV using a quantum dot filter, which is not used by Samsung Electronics.
“OLED TVs target the top 2 percent of customers in the market, where around 200 million sets are sold per year,” he said. “By introducing a new kind of quantum dot TVs evolved from LCD TV technology next year, we will satisfy customers with various needs.”
In regard to a new type of quantum dot products, Kwon said, “The price of OLED TVs is US$1,000 (1.11 million won) more expensive than premium LCD TV lineups. The new LCD TV to be released next year will compete in price with other LCD TVs so its price will not go up to the level of OLED TVs.”
Japanese electronics companies, such as Panasonic and Sony, are expected to launch OLED TVs. Regarding the differentiation strategy, he said, “Competition over OLED TVs will intensify starting next year. We will unveil a new OLED TV with an exclusive hardware platform, that only LG can produce, at the CES trade show in January next year.”
He also said, “The yield of OLED products is improving and perfect black and perfect color technologies are continuously evolving. We will unveil our own hardware platform, advance the high dynamic range (HDR) technology and improve the contrast even in low color groups.
For other ways to use OLED displays, Kwon said, “We have already released a commercial signage and are in talks with two aircraft manufacturers to use OLED for inflight displays.”
LG Electronics is said that it is also in talks to use it in not only inflight entertainment services but also windows.
In regard to securing contents related to the HDR technology, he said, “We are creating 4K contents with a resolution of 3,840x2,160 pixels with global video streaming service providers, Netflix and Amazon. We will offer enough contents to enjoy.”
For the utilization of OLED in the medical care sector, Kwon said, “The monitor division at LG Electronics is planning to start expanding the medical monitor business, including ultra high definition medical monitors, from the end of this year.