Samsung, LG seek breakthrough in B2B display platform market

Models pose with Samsung Electronics’ transparent micro LED display at its promotional booth during the ISE 2024 exhibition in Barcelona, Tuesday. Courtesy of Samsung Electronics

Samsung Electronics and LG Electronics are set to showcase their next-generation displays at a business-to-business (B2B) display exhibition in Europe, seeking breakthroughs amid declining demand for home appliances and semiconductors, according to the companies, Tuesday.

The two tech companies are to unveil their next-generation B2B displays at ISE 2024, Europe's largest display exhibition, which is held in Barcelona, Spain, from Jan. 30 to Feb. 2.

The companies said that they showcase not only new hardware such as transparent displays, large displays and displays for educational purposes, but also software technologies that emphasize convenient connectivity and management for customers to use displays more conveniently, such as product introductions, advertising and delivering messages to consumers.

Samsung will focus on presenting a connected experience in the B2B environment by expanding its internet of things (IoT) platform known as SmartThings at the exhibition.

Samsung supports SmartThings connectivity in commercial displays such as smart signs and hotel TVs. At its promotional booth, the company welcomes visitors to experience how its SmartThings connected experience works in various environments such as stores, offices and hotels.

Using this feature, customers can automatically turn on or off lighting and menu boards according to store operating hours. In a hotel room, the IoT platform can control the interior mode and automatically execute energy saving for the connected devices. Samsung also enables its customers to develop a customized dashboard containing the information they want to have.

A model poses with LG Electronics’ transparent OLED Signage for B2B display market at its promotional booth during the ISE 2024 exhibition in Barcelona, Tuesday. Courtesy of LG Electronics

LG Electronics has decorated the exhibition hall with various concepts such as hotel suites, conference rooms, educational spaces, studios and retail stores, allowing visitors to experience innovative products and software.

In particular, it is aiming to strengthen its position in the next-generation commercial display market by showcasing a large number of products from the LG Magnit micro LED product line. Micro LEDs are renowned for their ability to reproduce colors from various angles accurately and vividly while also boasting high durability.

LG will introduce a variety of software including an online software platform for B2B services and a security system for commercial displays such as LG Business Cloud platform, which allows customers to manage commercial display management software in one place through the cloud.

The company also presents the LG Creative Board for education, which shares the screen wirelessly with up to nine smart devices, and a transparent OLED sign for retail stores.