Samsung, which had been plagued by technology and mass production, suspended its OLED program, and its strategic plan seems to have loosened again. According to the recently released global research organization DisplaySearch (Market Wise), Samsung Electronics' VD business unit has decided to start producing 55-inch OLED TVs with UHD resolution. According to the report, Samsung's production plan will be launched this month and will be put on the market in August.
Previously, I had predicted that Samsung would not really give up OLEDs. It is a matter of time to restart, but I did not expect to come so fast. The author believes that there are two main reasons for this: First, Samsung's original plan to block OLEDs with curved LCDs (liquid crystal TVs) has failed. Not only does the consumer market not buy it, but the industry peers who have already launched or plan to introduce curved LCDs are also The OLEDs have been turned around, and there are not even several LCD curved TVs on the market. This is actually a matter of expectation, because OLED is the true upgraded display technology and is recognized by the industry; on the other hand, even if it is to maintain the self-esteem of its global consumer electronics boss, Samsung does not It is possible to give the LG family a dominant role in leading the next generation of display technology. Whether in the domestic market or in the global market, LG has become its most powerful competitor. Samsung, which has a slight advantage in other fields, is never allowed to fall in the OLED field, let alone OLED technology is no small feat. There is no doubt that the global electronic giant will not show the competitive landscape of the market.
One thing to emphasize is that Samsung’s exit was not optimistic about OLED. Now it has restarted, but can the competitive bottleneck be successfully broken? The first is the problem of yield and the other is price competitive advantage. Prior to Samsung and LG's technology research and development competition for OLED, two technical routes have been taken. Among them, the yield of LG's WRGB OLED has made considerable progress, and it is currently in trial production line with a certain price competitiveness. The Samsung RGB OLEDs produced are less competitive in price. According to the DisplaySearch report, Samsung set a target of 80% yield in the first quarter of 2015, which means it will reach the current LCD panel level within one year.
Two days ago, LG announced that it has successfully developed flexible and transparent OLED technology, becoming the first company in the world to master the large-scale transparent flexible display core technology. In this context, it will put new pressure on Samsung, but in the field of OLED, if there are two giants at the same time research and development, competition with each other will be beneficial to the development of the industry.
LG has become Samsung's most powerful competitor, and Samsung, which has a slight advantage in other fields, is never allowed to fall in the OLED field.