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LG Electronics to Actively Induce OLED TV Demands in 2016

LG Electronics CFO, Do Hyun Jung announced that they expect this year’s OLED TV’s demand to be approximately 4 times higher than last year’s.

 

With this statement during the LG Electronics earnings announcement (January 26), Jung demonstrated determination in popularization of OLED TV. Regarding the forecast of Q1, he estimated that despite the slow season, profit structure will improve through product mix improvement and production cost structure among others.

 

It was also revealed that the UHD OLED TV and UHD premium TV sales increased in Q4 2015. Particularly, OLED TV products recorded double the amount of previous quarter’s shipment, occupying 10% of the total TV sales.

 

Regarding the total TV market, Jung forecast that the 2016 demand stagnation will continue. Revealing that LG Electronics’ TV market share fell slightly, demand for premium products such as OLED TV and UHD TV is anticipated. He added that LG Electronics will cement the image of world leading premium products through OLED TV and compete through quality and performance.

 

In Q4 2015, LG Electronics Home Entertainment business increased shipment in key markets such as Europe, Russia, and North America, and recorded revenue of 4,740,000 million KRW, a 11% growth compared to previous quarter, and business profit also increased to 2.3% from 0.9%.

 

LG Electronics Earnings Announcement

LG Electronics Earnings Announcement

[CES 2016] What is This Year’s Trend?

At the press event of CES 2016 (January 6-9), CEA revealed that this year’s CES trends are as follows:

  1. Ambient sensing
  2. Aggregated learning
  3. A maturing of nascent ecosystems.

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Ambient sensing includes products with motion/touch sensors, calorie analyzing sensor, and products that automatically adjust water volume after checking the weight of the laundry. Aggregated learning’s representative technology and products are driverless vehicles. Lastly, the maturing of nascent ecosystems includes VR (virtual reality), UHD, wearable device with health and fitness function, drone, 3D printer, and smart home.

 

Compared to last year’s trends, what has been most changed was the part where the automotive related technology was introduced as adaptive customization within permeation of logic in CES 2015.

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However, this year the aggregated learning was changed to autonomous vehicle (i.e. driverless car) and demonstrated CES’ high expectations for future automotive industry.

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OLED TV, Pay Attention to China and UHD

IFA 2015 that opened on September 4, closed its curtains on 9. This year’s IFA was similar to IFA 2014 in terms of diverse OLED TV exhibition, but when analyzed in detail there were several differences.

 

First, the emphasis on UHD TV greatly increased. The percentage of UHD resolution of exhibited OLED TV was approximately 71% in IFA 2013, and 70% in IFA 2014. However, in IFA 2015, the percentage increased to approximately 92%. If the main theme for IFA 2014 was curved OLED TV products, UHD was the keyword for IFA 2015.

 

Another important factor is increasing participation by Chinese companies. In IFA 2013, only Haier exhibited OLED TV but this increased to 2 companies, Changhong and TCL, in IFA 2014. In IFA 2015, 3 companies, Haier, Changhong, and Skyworth, presented OLED TV. It is estimated that the OLED TV exhibition attendance by Chinese electronics companies will continue to consistently increase.

 

There is much attention on how many more Chinese companies will participate with OLED TV in IFA next year, and whether a new keyword following UHD will appear. Although IFA 2015 ended, OLED TV market continues to move.

 

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uhd china graph 2

 

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Next Generation Display Requires Next Generation Ecosystem

It seems like new milestones are reached in the display industry every month. From a consumer’s point of view, it was not that long ago that HD (high definition) sets entered the market and revolutionized the picture screen. However, now next generation display with even higher resolution, UHD (ultra high definition) are being actively developed. 4K resolution sets, LCD and OLED, are already on the market. 8K panels have been part of exhibitions for a while now, and the world’s first 10K 82inch LCD panel was revealed in SID 2015 (31 May – 5 June).

However, in order to move forward to having the next generation of displays in consumer sets, the whole ecosystem of surrounding industries also has to evolve together.

As mentioned above, 4K sets, as well as 4K recording devices, are already commercially available. The 4K content is, unfortunately, still quite restricted at present. However, streaming and subscription services provide or plan to provide increasing amount of UHD content in near future, and UK’s BT is also launching an UHD box to host Europe’s first 4K TV channel.

Another important part of the ecosystem is connectivity. For over a decade, HDMI (high-definition multimedia interface) has been the favored connection for home entertainment systems and on HDTVs, as well as some PCs and monitors. However, if the interconnect development does not match the capability of the set or the content, then the intended display quality cannot be met. To cope with this, HDMI 2.0 which can handle 4K was released. DisplayPort, another interface standard, can also support 4K, but it also provides greater color depth, a more robust and stable AV link.  DisplayPort is enabled to work over the new USB-C connector, and an 8K enabled version will be released this year.

It is not enough for one or two particular sectors of an ecosystem to evolve to lift an entire industry to the next generation. For a healthy and efficient market to be formed, agreed upon objectives, compromises, specifications, and schedules have to be in accord. VESA (Video Electronics Standards Association) is an international non-profit corporation that facilitates this, as is the recently established UHD Alliance. At SID 2015, a VESA representative explained that “for the industry as a whole to be effective and successful commercially, cooperation between businesses of all sectors, including competitors, is crucial”. This can only benefit consumers and businesses alike.

Whether the display market will be led by LCD or OLED, it is certain that the next generation display requires a next generation ecosystem.

Samsung Display's SUHD TV, WIS 2015

Samsung Display’s SUHD TV, WIS 2015

 

 

LG Electronics’ 77” Curved OLED TV for£20,000

LG Electronics’ 77” UHD curved OLED TV displayed at CES 2014 attracted attention of many foreign visitors. According to a Chinese medium, Shanghai Hotline, LG Electronics (LGE) officially launched the 77” UHD curved OLED TV, for £20,000 (about 34.6 million Kwon) in the British market. Official from LGE says, however, we are just planning to sales 77” UHD curved OLED TV.

With 4K UHD resolution (3840×2160), the 77” OLED TV offers a high picture quality, providing close to nature images, and comfortable viewing experience. Its unique design of curved screen and ellipse shape stand also allows you to enjoy high-contrast colorful pictures from any angle. This 77” UHD OLED TV won ‘Best of Innovations” award at CES 2014, and moves 7.5cm to bend so it moves 8cm to bend from flat and its angle is also adjustable.

LGE plans to launch 65” UHD curved OLED TV for £6,000 (about 10.3 million Kwon) with the same features as the 77” TV in this October.140704_LGCES201477inchamoled

 

<LG Electronics’ 77” UHD flexible OLED TV at CES 2014>