Samsung, LG unveil curved OLED TVs
Samsung Electronics, top, and LG Electronics, both introduced the world’s first 55-inch curved OLED TVs at the International Consumer Electronics Show in Las Vegas, Wednesday (KST). / Courtesy of Samsung and LG
Kwon Hee-won LG Electronics president
By Kim Yoo-chul
LAS VEGAS ― Korean technology giants Samsung Electronics and LG Electronics revealed curved, super-thin televisions at the Consumer Electronics Show (CES) in Las Vegas today in their latest attempt to push organic light-emitting diode (OLED) televisions.
While OLED sets promise viewers sharper pictures and better energy efficiency, lavish price tags and difficulties in mass production have prevented them from hitting their commercial stride. However, Samsung and LG, the world’s largest television makers in that order, claim that OLED is finally approaching the mainstream market.
Samsung has been the undisputed showstopper in televisions at the CES in recent years. But it appears to be conceding some of the limelight this year to LG, which is determined to shed its reputation as a maker of safe and affordable products that provide nothing to be excited about.
Kwon Hee-won, LG’s television chief, claims that his company is ahead of Samsung in the race toward commercializing OLED televisions, both in technology and manufacturing readiness.
LG recently began taking orders for its 55-inch OLED television that comes with a $10,300 price tag. While the curved models will be even more expensive, Kwon claims they will be worth paying a premium for. The purpose of making curved televisions is not just showboating but to allow the distance between the viewer and screen to be consistent from any angle, thus maximizing the viewer experience, according to LG.
Samsung plans to launch both curved and flat OLED sets during the first half of the year.
``Curved OLED televisions will be pricier but we are confident they will generate excitement. We expect to launch the curved versions to the market earlier than Samsung, which will be sometime during the first six months of the year,’’ Kwon told Korean journalists in Las Vegas.
``Televisions represent a business that is beginning to be governed by the rules of diminishing returns. The industry needs a next-generation jolt. Curved OLED televisions are a good start and we believe being fast out of the gate will be important.
``The challenge for LG is to cope with the declining demand for plasma models and pushing up the production level of OLED televisions,’’ Kwon said, adding that the company’s television business is forecast to grow between 15 and 20 percent this year.
Television makers are hoping that OLED, which has been used in mobile devices, will eventually replace liquid crystal display (LCD) models as conventional sets.
The advancement in OLED televisions also indicated that both Samsung and LG, also heavyweight handset vendors, are that much closer to providing smartphones that could bend and fold to some extent, depending on the positions of the parts inside them.
Samsung is not LG’s only competitors in OLED televisions, as companies from Japan and China are also vowing to provide opposition. Japan’s Panasonic unveiled a prototype of 56-inch flat OLED television at the CES. Sony also unveiled a 56-inch model it says supports ultra-high definition (UHD) pictures.
``Panasonic and Sony are beginning to recover from turbulent business streaks and we can never underestimate their technological sophistication and wealth in patents. Also, Chinese firms are getting more subsidies from Beijing to develop advanced technologies,’’ Kwon said.
``We don’t know for sure whether or not Sony will actually mass produce its OLED TVs. It will be difficult to churn them out. But we will maintain our technology leadership,’’ said Kim Hyun-suk, head of Samsung Electronics’ TV division, in a separate meeting with Korean reporters.
In other industry developments, Kwon confirmed that LG is in talks with U.S. search giant Google to release the Google TV in Korea.
``Consumer response for Google TVs looks good in the United States and we are seeing more requests from China and Europe for Google televisions. LG Electronics will start the sale of upgraded Google TVs in Korea this year,’’ Kwon said.
While stressing its focus on China, he denied market rumors that LG Electronics may fold its struggling personal computer business. ``We will continue our computer business, though it’s true that we saw difficulties in that sector last year.’’