Samsung makes big splash in TVs

Models pose with Samsung Electronics’ 75-inch Web-connected TVs dubbed F8000 in a recent launch event at the firm’s main office in downtown Seoul. / Korea Times file

Focus shifts to premium sets rather than budget models

By Kim Yoo-chul

Samsung Electronics aims to solidify its lead in the global TV market by securing the No. 1 position for an eighth straight year in 2013. It believes that soaring demand for Web-connected TVs is a significant boon to its success in key and emerging markets.

"Endless innovation and discovery are the two key principles of Samsung’s TV business. Our strategies are to bring these principles to everyone’s life so we can get there, first,’’ the company’s consumer electronics division chief Yoon Boo-keun said.

According to Yoon, who helped Samsung retain the top global position in TVs for a seventh straight year, the main theme across its product lines is smarter.

"TVs are increasingly more intuitive and more intelligent in predicting users’ taste. There are no doubts TVs are getting smarter and more developed for a truly human experience. Our priority is not to seek external growth but to seek qualified growth by offering creative value to our customers,’’ said Yoon.

With more and more people online, the smart TV business is booming, said the executive, indicating that Web connectivity has become the key to giving TVs a new lease of life.

``The key point is Samsung is seeing that people are actually using the new features of our TVs, in particular social networks.’’

Samsung TVs’ converged features were launched last year, breaking down walls between desktop computing, smart devices and traditional sets but with new products such as these, connectivity is increasingly becoming seamless.

"Technology always matters. But we are a technology-enriched company, meaning we see no problems in being the world’s top TV maker for an eighth straight year,’’ he said.

Market research firm DisplaySearch said the Suwon-based outfit was the top TV seller last year with a 27.7 percent market share, followed by local rival LG Electronics with 15 percent and Japan’s Sony with 7.8 percent.

Samsung’s F8000 series is customized for customers who are eager to enjoy a seamless experience and real-time responses. While it is available in sizes up to 75 inches, Samsung also unveiled its first 85 inch ultra high-definition (UHD) TV, with a high compression video codec in the HEVC.

The codec enables higher streaming video quality over lower bandwidth, suitable for areas with limited broadband capacity, said the company.

Beyond comparison

Yoon said his division will bet on bolstering its presence in the market for sets over 60 inches. With the F8000, Samsung introduced 70 different-sized TVs with 16 smart sets ranging from 46 to 75 inches.

Simply put, Samsung haas diversified with different models and competitive pricing according to regions and consumers.

"We will strategically promote campaigns for six smart TV models over 60 inches including an 85 inch UHD TV because Samsung has always been top in TVs and we want to remain on top in the large-sized premium TV segment,’’ said Yoon.

Demand for premium TVs over 60 inches is increasing by 30 percent annually, according to its internal analysis.

In answering a question regarding why the firm set the price of its 85 inch UHD TV at 40 million won compared to LG Electronics’ counterpart at 24.4 million won, the Samsung executive said, "Price doesn’t really matter. What matters is whether the TVs can offer creative value or not.’’

In line with such confidence, he downplayed concerns over rapid rises of budget Chinese TV manufacturers and even Japanese rivals.

"I know there are many TV producers in China and Japan who are in the smart TV businesses. But we don’t worry too much,’’ he said, adding Samsung will introduce its much-awaited organic light-emitting diode (OLED) TV in the latter half of this year.

He added "Design has always been a key differentiator but of course beyond that is the technology and the ability to build needed infrastructure. Samsung was the first to release LCD TVs using light-emitting diodes as backlights, Web-enabled TVs and smart interaction.’’

Spokesman Song Cheol-gyu said it aims to sell 60 million flat-screen TVs with connected sets accounting for more than half of its products.