Battle Brothers
Samsung Electronics and LG Display are expanding their alliance to include 77-inch organic light-emitting diode (OLED) TVs after the 83-inch models. The alliance with LG Display is expected to expand to LCDs due to a patent dispute between Samsung Electronics and BOE of China.
According to industry sources on July 22, Samsung Electronics recently completed a conformity registration of its 77-inch OLED TV (model name: KQ77SC89A) in a conformity assessment for an electromagnetic interference certification at the National Radio Research Agency. After receiving the conformity assessment, a product can be released to the market with a retail price.
The product is reportedly loaded with a panel from LG Display. On June 1, Samsung Electronics received conformity registration for an 83-inch OLED TV equipped with an LG Display panel. The two companies beefed up their alliance just two months after the first batch of panels were supplied.
The product that received conformity registration this time is different from the 2023 77-inch OLED TV (model name: KQ77SC90A) released in March this year. That one uses Samsung Display’s quantum dot (QD) OLED display.
Since launching its first 55-inch and 65-inch OLED TVs in 2022, Samsung Electronics has been pushing for the release of larger models with the new 77- and 83-inch models this year.
“Samsung Electronics has used Samsung Display panels in 77-inch TV models but has received displays from LG Display, too, due to a shortage of panels,” an industry insider said. “The supply volume from LG Display is reportedly a small amount, but for LG Display it is a positive signal that LG Display has expanded its supply lineup by selling TV panels to Samsung Electronics.”
The alliance between Samsung and LG Display is expected to grow stronger in the future. China’s largest display maker, BOE, recently sued Samsung Display and Samsung Electronics for patent infringement. Many analysts see the lawsuit as part of a battle for OLED display supremacy. BOE absolutely needs to overtake Samsung Display in order to take the lead in the OLED display market.
According to market research firm DSCC, Samsung Display led the global OLED display market in terms of shipments in the first four quarters of this year with 47 percent. The Korean display giant is followed by BOE (21 percent) and LG Display (11 percent).
In the display industry, Samsung Electronics is reportedly considering reducing its procurement of panels from BOE and expanding panel supply from LG Display and SDP, an affiliate of Sharp. As a result, LG Display’s share of Samsung Electronics’ LCD panel volume is expected to increase to 17 percent from 7 percent. In monetary terms, based on LCD panel prices in July 2023, the figure is expected to top 1 trillion won.