| Samsung Electronics and LG Electronics are planning to launch their super-expensive TVs this fourth quarter in order to gain dominance within the global super-premium TV market. Because both of their TVs have never been seen before and cost around $86,000 (100 million KRW), it will be interesting to see what kind of responses their new TVs will get from consumers.
According to the industry on Tuesday, Samsung Electronics and LG Electronics are planning to launch microLED TV and rollable OLED TV respectively for family use this fourth quarter.
LG Electronics will go on the attack first. LG Electronics is planning to launch the world’s first rollable TV called “LG Signature OLED TV R” next month at the earliest.
This TV emphasizes characteristics of OLED and shows innovative form factor that enables the TV rolled up and out. LG Signature OLED TV R became a topic when it was introduced to the public for the first time during CES 2019 and it was recognized for its innovation after being awarded at various exhibitions. One can roll out the entire screen when watching something on TV and roll up or roll out the TV partially when it is not being used or used as a small display.
All LG Electronics has to do from this point on is to finalize the product’s price and release date. Last month, LG Electronics actually displayed the product at the Hyundai Department Store Mokdong Branch. The industry sees the display of LG Signature OLED TV R as a final step before launching the product. The TV’s price is estimated to be around $86,000.
“We re currently working on launching the rollable OLED TV soon.” said a spokesperson for LG Electronics. “Final release date is still to be determined.”
Samsung Electronics is planning to launch microLED TV for family use by the end of this year. Because Han Jong-hee who is the head of Samsung Electronics’ VD Division promised that the company will launch microLED TV by the end of this year, it is Samsung Electronics’ goal to introduce its microLED TV for family use by the end of this year. The industry believes that the product will be launched sometime in December.
MicroLED TV uses super-small LED that is micrometers in size as a light source and eliminates backlight and color filter. It has excellent brightness, contrast ratio, color representation, and expression of black color compared to displays commonly used today. Viewing angle will also be improved for microLED TV.
During CES 2020, Samsung Electronics introduce 75-inch, 88-inch, 93-inch, and 110-inch microLED TVs for family use. Out of these four models, it is expected that Samsung Electronics will launch the 110-inch microLED TV at the end of this year. Its decision is based on level of consumers’ preferences towards large TVs.
110-inch microLED TV’s price is also expected to be over $86,000. However, the price is drastically lower compared to 146-inch microLED TV for industrial use that costs between $344,000 (400 million KRW) and $430,000 (500 million KRW).
“We are preparing to launch microLED TV for family use by the end of this year.” said a spokesperson for Samsung Electronics. “We will finalize on the product’s release date and price according to market conditions.”
It will be interesting to see how these super-expensive TVs by Samsung Electronics and LG Electronics will impact the global super-premium TV market. MicroLED TV and rollable OLED TV are about two times more expensive than the most expensive TV that is currently on the market. However, consumers will still be appealed to the products from a standpoint that they have never been seen before.
Staff Reporter Kwon, Geonho | wingh1@etnews.com
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