Clash of TV Titans
Samsung Electronics and LG Electronics have expressed differing views on microLED TVs, super-premium large TV models priced at over 100 million won. While Samsung pinpoints microLED as its next strategic display, LG points out its limitations, emphasizing the growth potential of Organic Light Emitting Diodes (OLEDs).
On Sept. 2, in Berlin, Germany, both Samsung and LG held briefings on their TV products and announced their business strategies.
In fact, at this year’s IFA, both companies shifted their emphasis away from TV products. Instead, they designed spaces emphasizing energy efficiency and hyper-connectivity based on the theme of the “home of the future.”
Yet, Samsung’s exhibit space was filled with microLED displays under the concept “The one and only,” emphasizing the grandeur of screens ranging from 76 to 140 inches.
In contrast, there was no sign of microLED products in LG’s exhibition area. Although LG recently launched the “LG MAGNIT All-in-One,” a model of micro OLED signage, it was not showcased at the IFA. The sole TV product unveiled by LG at IFA was “LG Signature OLED M(M3, 97 inches).”
The difference in TV strategies between the two companies was evident in their briefings.
Jung Kang-il, executive of Samsung Electronics Visual Display Business, stated, “Samsung has adopted microLED as its next strategic display. We believe microLED can overcome its existing limitations.”
On the other hand, LG acknowledged the appeal of microLED but emphasized its shortcomings. Baek Sun-phil, vice president at the LG Electronics Home Entertainment division, noted, “An 89-inch microLED is priced between 140 million to 150 million won. We’ve tried selling rollable TVs for over 100 million won, but it doesn’t work. Why upgrade a TV for 100 million won when you can upgrade a car? It needs to come under 10 million won.”
The high price point means the market size for microLED TVs remains negligible. Market research firm Omdia projected this year’s shipment of microLED TV panels to be zero. Considering Omdia tallies shipments in units of 1,000, this means shipments are unlikely to exceed 1,000 units.
LG, being the market leader in OLED TV share, plans to further focus on OLEDs. Its confidence in the robust growth of the OLED market was evident. Omdia projected the market share of OLED TVs, priced above US$1,500, to rise from 36.7% last year to 46.1% this year.