(Samsung Changbae Park believes QLED is the future)
In 2007, Apple introduced the first iPhone. A year prior, Samsung had already become the world's largest LCD TV manufacturer, surpassing Sony. While Samsung was widely recognized in the corporate world as a major supplier of memory chips, these components hadn't garnered significant public attention until recently. In the consumer market, Samsung's reputation largely rested on its popular slider phones, which were challenging the dominance of Nokia and Motorola.
This moment marked a turning point for Samsung, instilling confidence and fueling its growth trajectory. That confidence remains ingrained in Samsung's DNA today. Samsung is now one of the few companies capable of going toe-to-toe with Apple in the smartphone arena, while its memory chip division generates substantial revenue.
Samsung continues to dominate the TV market. According to Statista, Samsung accounted for 21.6% of the LCD TV market in 2016, nearly double the share of its closest competitor, LG, which held 11.9%. Samsung also leads the smart TV market. Although the mobile and semiconductor divisions boast higher profit margins, Samsung's Visual Display division takes pride in its TV achievements. Compared to Sony's 35-year reign in the CRT TV era, Samsung's rapid technological evolution over the last decade is nothing short of remarkable.
The rise of smartphones has reshaped how content is consumed and altered consumer expectations. Samsung is investing heavily in QLED technology and expanding its B2B display offerings. Additionally, Samsung is embracing AI, big data, and cloud solutions. As emerging data shapes new opportunities, grouping devices together will enable innovative services tailored to users' needs. For Samsung, global leadership means setting ambitious goals and addressing pressing challenges.
Samsung recognizes that consumer expectations are evolving. Brighter images and data-intensive services are becoming the norm. We're on the cusp of a "paradigm shift" that will redefine television. Executives from Samsung's Visual Display Division recently spoke with ZDNET about the challenges facing Samsung's TV division.
(Newly Launched Surface QLED TV)
OLED is Dead, QLED is the Future
Consumers consistently seek faster connections and larger storage capacities. Similarly, they desire more realistic TV visuals. In 2015, Samsung introduced quantum dot (QD) LCD TVs under the SUHD brand, which is now known as QLED. Changbae Park, senior manager of Samsung's Visual Display product strategy team, firmly believes QLED represents the future.
Just a few years ago, Samsung aggressively promoted OLED TVs, competing directly with LG. OLED seemed poised to be the next big battleground. For decades, Samsung and LG have vied for supremacy in the TV market.
Before Samsung introduced QD LCD TVs in 2015, this was indeed the case. However, Samsung's approach changed. Simply put, QD LCD TVs place a QD film atop the LCD panel, enhancing color accuracy and coverage. A decade ago, Samsung began researching core QD technologies. In 2013, Sony abandoned QD LCD due to toxicity concerns, and Samsung committed to overcoming this challenge. In 2010, Sony also abandoned OLED after pioneering the technology in 2007.
Park stated, "We believe OLED is dead. OLED has several fundamental issues, such as burn-in. The problem becomes more severe and harder to solve when screens exceed 65 inches. Additionally, OLED's brightness is limited and does not meet HDR requirements."
"Making choices isn't easy or difficult; it's necessary. If you consider what consumers want, our decision is logical," Park explained. "Samsung will never return to OLED. I wouldn't dare to assert that. As a leader, OLED is an unreliable choice—now and in the future."
OLED's reliance on organic materials limits screen lifespan and causes burn-in issues. Park noted, "Ask retailers—they all know about the burn-in problem."
QLED uses inorganic materials, making it more stable and eliminating these problems. Park added, "We believe the OLED camp will eventually switch to QLED and follow our path."
"Internally, we've developed a roadmap. I won't tell you when, but we're advancing toward better, more complex technology utilizing self-luminous quantum dot diodes. It will arrive sooner than expected."
QLED eliminates the need for a backlight, allowing the QD material to emit light.
Brightness
OLED has a significant advantage over QLED in terms of black levels. Park acknowledges that OLEDs perform better in dark environments, but most people don't watch TV in complete darkness.
Samsung surveyed TV owners in five countries: South Korea, the U.S., Germany, Mexico, and Vietnam. They asked buyers within the last three months about their preferred viewing environments: bright lighting, dimmed lighting, or complete darkness.
In South Korea, 46.8% prefer bright environments, 32% dim the lights, and 21.2% turn them off. In the U.S., the figures were 16.4%, 49.6%, and 34%, respectively. In Germany, it was 17.2%, 56.8%, and 26%; in Mexico, 16.8%, 41.6%, and 41.6%; and in Vietnam, 46%, 46.8%, and 7.2%.
Overall, more than two-thirds of users typically watch TV with some lights on, either bright or dimmed.
Only in complete darkness does OLED's black level shine, but Samsung argues this advantage is negligible. The IES (Illuminating Engineering Society) and DIN (German Institute of Standardization) recommend adjusting living room lighting to 50-100 lux, while the Korean Standards Committee suggests 150-300 lux.
Park believes the current TV testing methods are flawed. The new method involves testing in a near-darkroom environment akin to a movie theater. He remarked, "Most consumers watch TV in a bright environment. Can professional evaluation methods adapt?" Some argue that standards should change, and Park agrees. They believe evaluations should consider user surroundings.
Samsung has embraced HDR technology. Earlier this year, Samsung partnered with Amazon in the HDR10 space and is now collaborating with Hollywood to establish HDR10 as the standard for film production.
Park stated, "In the display, broadcast, content, and film industries, interest in HDR is deepening. To maximize HDR's potential, lifelike quality is crucial. Everyone needs wider color gamuts and increasing brightness. QLED (with a brightness potential of 2000 nits) is the only technology that can achieve this goal. QLED also minimizes reflected light, optimizing black levels for viewing in bright environments."
In 2016, QLED TVs accounted for 6% of Samsung's global shipments, generating 16% of revenue and 27% of profits. This year, by June, QLED TVs accounted for 10% of shipments, contributing 23% to revenue and 38% to profits.
Park mentioned, "Since 2015, Samsung's quantum dot material production yields have improved rapidly. Like previous LED TVs, QLED costs are decreasing, making it increasingly appealing to consumers, and it will eventually become a mass-market product."
Kim Hyun-suk, president of Samsung's VD business, emphasized Samsung's commitment to QLED as the future of television. "We believe QLED will lead the industry. Current progress is rapid, and to accelerate it further, we aim to maintain our status as the world's largest TV manufacturer."
(Sangsook Han and her team believe smart TV is the content hub)
Experimentation
In 2010, Samsung introduced the concept of a program store on TVs for the first time. The following year, they named it a smart TV. Sangsook Han, vice president of Samsung's VD service business team, recalled, "We thought, 'Why not have a smart TV?' Initially, we wanted to replicate smartphone features on TV."
"At first, we underestimated the differences in TV and smartphone usage expectations. This was a learning process. Reflecting on that year, I believe the experiment was worthwhile, even though it didn't bring immediate profits. It demonstrated our leadership and willingness to innovate."
Early reactions to smart TVs were lukewarm. People viewed them as gimmicky with overly simplistic functions, failing to enhance human-computer interaction. Demand for smart TVs was minimal compared to today's standards.
Han noted, "Consumers want to connect to the internet on TV or stream content via web-based services. The question is whether they need basic functionality or advanced features. How to deliver these features effectively is the key."
Samsung continued experimenting. Initially, Samsung simply transferred smartphone features to TVs. They introduced new services tailored to hardware capabilities, such as Family Story, a photo-sharing app for families. In 2012, Samsung added a camera to allow users to monitor their fitness activities on TV. However, privacy concerns led to the removal of the camera. In 2013, Samsung launched HiTV, enabling users to interact with their TV through voice commands. However, the conversations were rudimentary, and HiTV was short-lived.
Han admitted, "We realized consumers don't want novelty. Instead, they want practicality. We learned that TV is primarily a medium for consuming media. People passively watch rather than actively engage. However, there are certain needs: 'I wish there was a calendar on my TV.' While some features worked initially, they ultimately failed."
"The most important lessons we learned are: first, never forget TV's primary function—watching content. Consumers need media content, which is more important than anything else. Second, users don't typically watch TV sitting upright. Many find it difficult to use advanced features. If you ask consumers to become more intelligent, the TV won't succeed. We must ensure that users can remain comfortable and continue using TV in familiar ways. Easy interaction is key."
(Samsung has improved its UI)
New Ideas
Over the past 11 years, Samsung has made significant strides in the internal artistry of its televisions. Beyond quality, design, intelligence, and aesthetics have grown in importance.
Park of the product strategy team said, "When we were quick followers, everything felt logical, and improving image quality steadily sufficed. Now, everything needs restructuring."
"In terms of product strategy, we redefined the concept. We stepped out of traditional television to address issues and focus on new values—what television means in consumer life. This led us to observe lifestyles and deeply consider design forms. The final design and appearance became part of the consumer's lifestyle. Picture quality is no longer the sole concern; we now care about form and what TV can do."
Samsung's advanced technology didn't come naturally. In 2006, Samsung surpassed Sony with its Bordeaux TV, whose frame design was inspired by a crystal glass. Since then, the emphasis shifted to the shape of the TV.
The advent of curved TVs marked the first significant change in TV design. Samsung introduced a curved screen in its flagship models. This year, Samsung launched Frame TV, a TV that doubles as a picture frame, designed to be placed on tables or walls.
Han noted, "Frame TV is unique not just in appearance but also as a piece of art. Users can decorate their homes with TVs that transform into gallery-like pieces due to our products' high quality and intelligent functions. This vision is becoming a reality."
In 2015, Samsung's VD division launched its B2B Display business and is now promoting QLED signage. QLED screens can serve as barber shop mirrors or in the Safety Truck concept, where screens are placed in trucks to let rear cars see the truck's front view. Huge LED screens are installed in stadiums and movie theaters, while flexible displays are being explored in prototypes. However, low yields have made these products challenging to deploy widely.
"These projects aren't about profits; they're about leadership. We want to create something new, put it into practice, and see if it works."
Park continued, "For 11 consecutive years, Samsung has been a TV leader. Part of this success stems from our constant search for new users. Technology and innovation are vital. These projects aren't gimmicks; they're experiments. Some fail, but that's okay. The key is that we keep trying and discover what consumers truly want."
(Frame TV looks like a picture frame when not in use)
What is TV?
Some might argue that since the 1990s, TV functionality hasn't changed much beyond improvements in quality. From Kennedy's Cuban missile crisis speech to Simpson's interrogations, TV has long been the "family kingdom," where families gather to learn about the world.
Today, smartphones are the primary content consumption devices. Samsung is adapting. Previously, Samsung adopted a TV-centric IoT strategy. Now, it aims to balance multiple devices, including TVs, home appliances, and smartphones, treating them equally. Samsung has announced plans to integrate more AI and voice recognition capabilities into home appliances. What does the future hold for TV in the next five years?
Han said, "Today's TV is different from the old TV. In the CRT era, people watched TV for 3-4 hours daily. Today's consumers don't just buy TVs; they buy screens ranging from 20 to 70 inches. Are we still enjoying family time the same way? Has our home life changed? Have TV usage patterns evolved? In a rapidly changing market, these questions deserve consideration."
"In the remaining 20 hours, what role will TV play? We need to rethink this. We only have four hours a day to watch TV. We'll need to present TV as a screen that can offer new functionalities. It can be placed in the living room or other unexpected places, serving as a window, picture frame, music player, or even an outdoor display."
(The lines between devices are blurring, and TV will enter our lives in unexpected forms)
"In five years, I think TV might not be called TV anymore. It will become a smart device. Don't misinterpret this. People still want better picture quality on big screens. This hasn't changed, and interest remains strong. About 60% of TVs today are smart TVs. Monitors and tablets are doing what TVs do. Devices are converging, not isolated as before."
"Services, technologies, and platforms are all aimed at one goal: providing consumers with a better experience. This is the key."
Will Bixby be integrated into TVs next year? Han declined to comment. Samsung Mobile CTO Injong Rhee mentioned that Bixby will extend to devices outside smartphones. Samsung Mobile Director DJ Koh said the company plans to launch Bixby services in China and connect Note 8 to TVs. He provided no further details.
Samsung's internal communication methods have also evolved, Han noted. Communication is now more forward-thinking and positive, enabling quicker responses to changes. For instance, the sensors in Frame TV are produced by the semiconductor division.
(Supply chain management is the key to Samsung's success)
Han stated, "Internal communication has clearly improved. Consumers demand convergence. We follow their demands. 'We must sell TVs.' Now, the VD department isn't thinking this way anymore. Instead, it focuses on how functions can enhance the consumer experience. Integration is key."
Samsung places great importance on consumer feedback. In the first half of this year, VD completed 80 consumer survey projects across North America, Europe, the Middle East, CIS countries, Southeast Asia, South Korea, China, and India. Samsung also conducted surveys through focus group interviews to explore user homes.
"We want to identify unmet consumer needs and pain points. The answers will become seeds for prototype products. These prototypes are loaned to consumers for evaluation to determine what adds value to their lives."
Samsung excels in supply chain management. In South Korea, Samsung's inventory management system is renowned. Samsung has a rigorous inspection protocol to manage leftover inventory. There are 13 distribution methods for TVs to choose from.
Samsung CEO Kim said, "Consumer behavior is rapidly changing, so I can't say TV will always be the content center. The initial smart TV test service may be revisited, but the approach will evolve to reflect market changes."
"For 11 years, we've led the TV industry and will continue to drive meaningful change in the future."
Han noted, "In 2018, the company emphasized a key word: 'personalization.' We have important products to launch, resulting from various business collaborations. TVs are no longer the sole content hub, and modes of change are within reach. TV will play a more critical role in the future."
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