Close Competition
As Samsung and LG are intensifying their strategies to capture the global market for Organic Light-Emitting Diode (OLED) TVs, Japanese companies such as Sony and Sharp are tightening their pursuit. This mirrors previous competition between the two countries in the Liquid Crystal Display (LCD) market, where Korea saw a decisive victory.
According to industry insiders on Aug. 1, Sharp is preparing to launch four new OLED TV models. The company will release two models each of Quantum Dot OLED (QD-OLED) in its FS1 line and OLED in the FQ1 line under its AQUOS TV brand. These TVs support 4K and Google TV along with features like frames and rotating stands. The FS1 line is set to launch on Aug. 16, while the FQ1 line will be released on Sept. 5.
The two QD-OLED TV models have adopted Samsung Display panels, and the two OLED TV models have incorporated LG Display’s White (W)-OLED panels. Sony is also building a lineup of QD OLED TVs (55, 65, 77-inch models) and OLED TVs (55, 65, 77, 83-inch models).
Recent data from market research firm Omdia shows a slight increase in the market share of Korean brands in the Japanese market, from 2.6% last year to 2.8%, while Japanese companies saw a decline. An industry insider stated, “As OLED TV sales are expected to account for 30% of the entire Japanese TV market this year, this appears to be a strategy to compete with Korean companies.” Currently, LG Electronics is the only Korean company in the Japanese TV market.
Samsung Electronics and LG Electronics plan to maintain their dominance in the OLED TV market by focusing on large and premium models. These high-end products are less affected by economic conditions and offer profitability due to their high prices.
Omdia predicts that the global TV market will decrease by 5.2% this year, but shipments of super-sized TVs (75 inches or larger) will increase to over 14.79 million units this year from 12.21 million units last year.
Korean TV manufacturers, including Samsung Electronics and LG Electronics, also plan to fend off Japan’s chase by focusing on large models. Samsung unveiled a new 98-inch Neo QLED 8K model last month. Consequently, Samsung now offers a 98-inch model in all of its lineups - Neo QLED 8K, Neo QLED, and QLED. LG Electronics, on the other hand, has boosted its dominance in premium products by launching the world's first 97-inch wireless OLED TV.