By Kim Yoo-chul
LAS VEGAS ― LG Electronics said it will rise as the winner in the global market for flat-screen televisions with 3D technology and stressed it will boost its strategic partnership with U.S.-based software giant Google.
One critical factor to strengthen LG’s optimistic view for steady and faster proliferation of its in-house film-based 3D TVs is an increasing number of TV majors using its technology.
``Top-tier Japanese TV maker Panasonic is on our side and that means it has begun using LG’s film-based 3D TV technology, as well as Toshiba. I believe that’s an inspiring sign because more alliances mean more market share,’’ said LG’s television chief Kwon Hee-won, Wednesday (KST).
A Panasonic representative declined to comment.
LG has been narrowing the market gap with leader Samsung Electronics in 3D TVs despite late entry to the segment as its film-based technology is cheaper than its rival’s system.
``As far as I know, several Japanese TV makers are planning to release 3D TVs using our technology. We’ve been involved in business talks for further growth,’’ Kwon said at a dinner meeting with Korean reporters at a Korean restaurant near the Las Vegas Convention Center, the main venue of this year’s Consumer Electronics Show (CES).
``In the United States, our most critical market, we have been receiving more 3D TV orders from major distributors and outlet channels, though I can’t name the retailers,’’ said Kwon.
LG increased its global share for 3D TVs to 20 percent as of the end of last year from 6 percent in 2010. Kwon said the company is targeting 27 percent by the end of this year, which the company believes is enough to lead the sector.
``LG is gaining additional shares that Sony is losing,’’ he said adding his firm’s market share in China was over 70 percent last year.
At this year’s CES, LG Electronics is displaying its 55-inch OLED 3D TV. Kwon said it will invest more in OLED TVs, however, he admitted that increased sales of these sets will come later than expected.
OLED TVs are the main theme for the technology show. Compared to the conventional LCD and plasma TVs, they are thinner and brighter, however, LG’s 55-inch OLED TV will costs at least $8,000, a prohibitive price tag for many.
``It’s true that the market for OLED TVs hasn’t been taken off. LG will try best to offer large-sized OLED TVs with competitive pricing to general consumers.’’
Although Kwon reaffirmed its leadership in 3D TVs, this year’s CES is highlighting that technology as a dearth of content and the arrival of more-compelling high-definition TV technology has risen to the fore.
Instead of touting new 3D technology, major players are pushing new OLED displays, promoting new content delivery services, TV-based apps and features.
Several of the new TVs have LG’s new ``Smart TV’’ connected features and the revamped Google TV, offering a wide range of in-television applications, streaming of 3D video, search functionality and a full Web-based browser.
Web-connected televisions are seeing increased momentum in an era of convergence between hardware and software. LG’s plan is clear ― strengthening its partnership with Google.
``We have strategies with Google, however, I can’t tell you about them. LG’s Google TV will sell only in the United States. I have no idea about Apple TV,’’ said Kwon.
LG Electronics is planning to invest more in emerging markets as the demand for televisions is declining in key areas such as Europe. ``All TV majors will invest more in emerging countries.’’
Last year, LG sold some 26 million LCD televisions and Kwon said it has raised its target by 20 percent this year.
Google officials declined to comment when contacted by The Korea Times over partnership details with LG.