Samsung is currently the only brand selling Micro LED panel TVs to consumers. Regarded as the pinnacle of display technology, Micro LED is an upgrade to OLED technology. However, due to its large size, high price, and limited recognition, Micro LED TVs remain niche products.
To address the issue of visibility, Samsung is striving to increase opportunities for consumers to experience Micro LED TVs, particularly in its home market of South Korea. Previously, Korean consumers could only experience Micro LED TVs in select Samsung stores and department stores like Shinsegae and Lotte in major metropolitan areas such as Seoul.
Now, Samsung has begun showcasing Micro LED TVs in more regions, including Shinsegae in Daegu and Busan, as well as Lotte in Busan. Samsung stated that this move will allow more consumers to experience the stunning effects of Micro LED TVs firsthand.
In South Korea, Samsung is also working to build its market reputation for Micro LED TVs. On July 3, Samsung launched a Micro LED pop-up event in Changsha, Henan, featuring new Micro LED and Neo QLED 8K/4K products alongside its Lifestyle Art Series.
Among these, the impressive 101-inch Samsung Micro LED model certainly catches the eye. Utilizing an advanced Micro AI processor, the AI image enhancement technology can analyze and optimize video content in real-time, employing Micro HDR, HDR 10+, and depth enhancement technologies to produce vivid, lifelike imagery.
The pixels of Samsung’s 101-inch Micro LED consist of over 30 million micro LED chips made from inorganic materials of R/G/B, creating a self-emissive, self-coloring display that accurately reproduces image colors.
The Samsung Neo QLED 8K QN880D TV features the NQ8 AI Gen2 chip, which precisely controls the quantum dot Mini LED through Pro technology to deliver 8K imagery. The chip, complemented by Dolby Atmos, provides a high-quality audio experience.
Samsung has applied quantum dot Mini LED technology in the development of its 4K products. The Neo QLED 4K QN82D TV showcased on-site is equipped with the NQ4 AI Gen2 chip, enabling high-precision light control for quantum dot Mini LEDs, revealing rich details in shadows and highlights, and receiving HDR10+ certification.
Currently, Samsung’s Micro LED TV product line includes multiple sizes: 76 inches, 89 inches, 101 inches, 110 inches, and 114 inches, priced at approximately $100,000, $110,000, $135,000, $150,000, and $160,000, respectively.
Due to their exorbitant prices, Samsung’s Micro LED TVs had actual shipments of fewer than 100 units in 2023. Thus, for Samsung to make further strides in the market, improvements in pricing are essential.
According to ETNews, Samsung Electronics’ Visual Display (VD) Division believes that expanding the Micro LED TV market requires significantly reducing production costs. To this end, it has decided to collaborate with partners to drive cost innovation.
Reports indicate that Samsung held a seminar inviting over 30 key partners from various technical fields in Micro LED TV manufacturing, including light sources, back panels, transfer, and bonding materials, to share plans to reduce production costs to one-tenth of current levels. Furthermore, Samsung has established an internal task force (TF) for this purpose.
Additionally, Samsung Electronics and LG Electronics are considering launching TVs over 100 inches next year, likely Mini LED models. Both companies are challenging the Chinese-dominated market for TVs of 100 inches or larger, seemingly responding to global marketing trends in large-size televisions.
Undoubtedly, Samsung has initiated a defensive battle in the television market.
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