Pushing SUHDs, OLEDs

LG Display unveiled its 65-inch curved UHD OLED TV at CES 2015 in January.
LG Display unveiled its 65-inch curved UHD OLED TV at CES 2015 in January.

 

Samsung Electronics and LG Electronics are mounting an all-out effort to sell their premium TV models, including the SUHD TV and the OLED TV. The future does not look so bright for the global TV market. However, the high-end TV market is still promising since emerging countries, including China, have not caught up with the companies.

According to industry sources on June 28, both companies recorded losses in the TV business in the first quarter and put the improvement of profitability at the top of their agenda. Accordingly, Samsung Electronics and LG Electronics are facing increasingly fierce competition to market their products in a bid to dominate the premium TV market in advance.

An official from the industry said, “As there is a flood of low-priced products in the general-purpose TV sector in emerging countries such as China, Russia, and Brazil, which are the major consumer markets of domestic companies, they cannot maintain competitiveness any longer. Only the high-end TV market, in which later movers are unable to catch up in terms of technology, can be a new growth engine.”

In fact, Samsung and LG have recently concentrated their marketing abilities in the TV sector on their premium TV models. Samsung Electronics is focusing on culture marketing in order to promote a higher level of image quality of the SUHD TV, which was launched in Feb. this year.

Case in point is the global partnership formed with Universal Pictures of the U.S. early this month. In a preview of “Jurassic World” held in Los Angeles, Samsung Electronics showed the highlights and characters of the movie through a large display consisting of six SUHD TVs.

LG Electronics is banking on the market development of OLED TVs, which the company has released for the first time in the world.

In order to strengthen the global market invasion of the OLED TV, which first hit the market in Aug. last year, the company established marketing partnerships with Google, the world’s largest IT company. Using a huge amount of big data gained from Google’s search and YouTube, LG Electronics is planning to run advertisements for OLED TV according to the needs of individual consumers.

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