Samsung Electronics recently announced its re-entry into the premium TV segment with its latest organic light-emitting diode (OLED) TVs. The debut took place at a media event at the company’s headquarters in Gangnam, southern Seoul. The move comes a decade after Samsung’s previous attempt to break into the OLED market, which was eventually abandoned in favor of upgrading liquid crystal display (LCD) TVs.
Samsung officials expressed confidence in the quality of their new OLED TVs, which are available in three sizes: 55-inch, 66-inch, and 77-inch. According to the company, it has succeeded in achieving top-tier brightness and vivid color by using its own technology, based on the original strengths of OLED technology.
Samsung has been the world’s largest TV manufacturer in terms of shipments for 17 consecutive years. However, most of the company’s focus has been on upgrading LCD TVs. The company’s previous OLED TV launch in 2013 was an attempt to compete with crosstown rival LG Electronics, but it was discontinued the following year due to production difficulties and high costs.
During a recent media event, Samsung officials hinted at no immediate change in their current marketing strategy, which focuses on Neo QLED TVs. However, pre-orders for the new TV models have already exceeded 1,200 units, with Neo QLED and OLED models making up 80% and 20% of the total number, respectively.
Samsung’s re-entry into the OLED market comes amid robust growth in the premium TV segment, despite a slowdown in the overall TV market globally. The company also plans to release a 98-inch model soon to meet the growing demand for larger TV screens.
LG Electronics, the world’s No. 1 OLED TV maker, also recently held a press briefing ahead of the official release of its 2023 TV lineup. The company has dominated almost 60% of OLED TV sales globally and welcomes the entry of more tech firms into the OLED market, as more players are expected to help expand the market size overall.
Samsung has strategically priced its new OLED TVs at 3.09 million won ($2,340) and 7.99 million won, which are slightly lower than LG’s OLED TVs, priced at 3.19 million won to 9 million won. With the return to the OLED market, Samsung hopes to carve out a share of the growing premium TV segment, which is currently dominated by LG Electronics.
