Why does Samsung say "OLED TV has no future"?
Just as the industry is looking forward to Samsung's return to the OLED TV market, Samsung has poured a cold water on the large-size OLED. Recently, South Korean media reported that Jin Xuanshi, head of Samsung's electronic TV division, reiterated last week that Samsung did not immediately join the OLED TV camp, and will not consider this technology for at least two or three years, even saying that "OLED TV does not have future". Does this mean that Samsung will not be in the OLED TV market within 3 years? However, in the view of Zhang Bing, IHS Display Search marketing director, Samsung has not stopped research and development of OLED panel technology, but the mass production has lagged behind, so the market pace of OLED TV has been suspended.
Samsung is gradually drifting away from OLED TVs.
Contrary to today's "singing down" argument, Samsung has a great passion for the OLED TV market three years ago.
At the 2013 International Consumer Electronics Show (CES), LG, Samsung, Sony and Panasonic all showed their OLED TVs in high-profile, with Sony and Panasonic competing in 4K OLED TVs, and LG and Samsung on curved surfaces. Debate on OLED TV. At that time, some media said that 2013 was the first year of OLED TV.
After the appearance of Samsung Curved OLED TV at CES in 2013, it was pursued. At the International Consumer Electronics Show in Berlin, it not only brought the previous curved OLED TV, but also took out 4K OLED TV and UHD OLED TV to display Samsung in OLED. The technical strength on TV and trying to lead the trend of OLED TV.
On OLED TV, Samsung invested heavily at the time, not only to compete with LG at major exhibitions, but also to try to gain a real leading position in the market. Samsung 55-inch curved OLED TVs have been sold in Korea, the United States, Germany, France, Austria, Switzerland, the Netherlands, Belgium and Italy. In order to seize the market share of OLED TV as soon as possible, Samsung's 55-inch OLED TV has reduced prices in South Korea and the United States at the same time, the price cuts are as high as 40%, from the original 15,000 US dollars to 8999 US dollars, and users who have already purchased the OLED TV. Give the corresponding price difference compensation.
In addition, Samsung has increased its layout in the upstream of OLED TV. In 2013, Samsung believes that OLEDs are promising, and they have bought Novaled with a sky-high price of 354.5 billion won in the history of M&A in the field of electronic materials in Korea. It is understood that Novaled is a supplier of organic light-emitting diode display panels (OLEDs) for smartphones and televisions.
However, when the industry is full of expectations for Samsung OLED TV, at the CES in 2014, Samsung turned from OLED TV to 4K TV, and said that there are problems with the OLED panel process, and the price is still high in the near future. 2014 was a low year for Samsung and did not continue to promote OLED TV in the market. In 2015, Samsung even turned OLED TV into a “cold palace†and gradually shifted its focus to the quantum dot TV market.
Choosing the wrong OLED technology route?
Unlike OLED TVs, Samsung is far ahead of the small and medium size AMOLED market. The data shows that South Korea's Samsung's AMOLED development momentum is rapid, with shipments exceeding 80 million in the first quarter, ranking first in the world, with a year-on-year increase of over 50%. Chen Lijuan, a senior researcher at Qunzhi Consulting, said in an interview with the author that the AMOLED market is relatively mature now, and Samsung will concentrate on developing the AMOLED mobile phone panel market, but this does not mean that Samsung will abandon the OLED TV market. Large-size OLEDs are the latest technology for every enterprise, especially large-size flexible OLED panels. Everyone wants to take the lead in making breakthroughs, especially for Samsung.
In the large-size OLED panel technology, the industry's first thought is that South Korea's LGD and Samsung show two giants. They have a certain accumulation in the large-size OLED panel technology, but the choice of technology routes is different, in which LGD mainly pushes the white light + CF OLED technology route, while Samsung is RGB OLED technology.
Zhang Bing, director of Display Search, told the author that white light + CF OLED technology is a compromise route, easier to achieve, and the yield will be higher. The RGB OLED technology route has many technical obstacles, so Samsung is now much more risky to invest in the large-size OLED TV market than LG, so it is a wise choice for Samsung to not do OLED TV in the next two or three years. However, Samsung will not stop the development of large-size OLED panels, but the mass production is lagging behind. As long as the technical problems are solved, Samsung will vigorously push OLED TVs in the market.
According to Korean industry sources, Samsung Electronics is preparing to enter the field of TV organic screens. Samsung plans to increase the production line of large-size OLED panels in its factory in Chungcheongnam-do, South Korea in the third quarter of this year. The production line is planned to invest nearly 2 billion to 3 billion US dollars.
On the one hand, Samsung has invested heavily in the research and development of large-size OLED panels, and on the other hand, sings the OLED TV market. What is the intention? Xu Zheng, a professor at Beijing Jiaotong University, pointed out that China's LCD industry is basically catching up with South Korea. South Korea is increasing its investment in OLEDs to maintain its leading position. Recently, it has been reported that Samsung and LG will jointly promote the development of OLED TV. The behavior of Samsung's fading OLED TV is a bit unusual. Zhang Bing believes that Samsung and LG have always been competitors, and now the OLED TV market is dominated by LG. From the perspective of market competition, Samsung will naturally be pessimistic about the OLED TV market.
After Samsung's exit from the OLED TV market, Samsung's TV market strategy has been closely watched by the industry. At the CES last year, Samsung’s quantum dot TV attracted everyone’s attention. At this year's Samsung China Forum, Samsung also launched the second-generation quantum dot SUHD TV, which uses 10Bit cadmium-free quantum dot technology on its screen, with a brightness of 1000 nits and HDR technology. It is not difficult to see that in the empty window of OLED, Samsung has placed its focus on quantum dot TV.
Ouyang Zhongcan, an academician of the Chinese Academy of Sciences, said in an interview with the author that quantum dot technology represents that LCD display is still innovating. One of the advantages of OLED TV and laser TV is that color gamut is superior to liquid crystal. Through quantum dot technology, the color of liquid crystal display The domain can flatten or even exceed the OLED source. The combination of quantum dots and LEDs constitutes a full-color backlight panel that again supports the longer life of the liquid crystal display.
At the same time, some insiders pointed out that the cost of quantum dot technology manufacturing process is much cheaper than OLED, but there is not much price difference compared with conventional screen panels. This makes quantum dot TV more competitive in the market.
Due to years of technology precipitation, Samsung has mastered a large number of global core patents in the field of LCD TVs, including Samsung's current cadmium-free quantum dot technology, so Samsung's advantages in the field of LCD TVs are very obvious. In contrast, OLED TV, even the world's most advanced LG is still carrying out various technical research, and the OLED TV market is very early. Today, OLED TV is still not mature, Samsung market strategy partial vector sub-point TV is expected.
After all, Samsung OLED technology development takes time, during this time quantum dot TV can make up for the vacancy of OLED TV market. At present, in addition to trying to overcome the difficulties of RGB OLED technology, Samsung is also developing printed display technology. Once the large-size OLED panel technology matures, Samsung's push for OLED TV in the market is worth looking forward to, and it should be bigger than in 2013.
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