LG Face OLED Battle Due To New MiniLED TVs
LG Electronics is facing a major battle in Australia with the Korean Company looking to market OLED, QNED Mini LED and NanoCell TVs in 2021 while also trying to maintain their leadership position in the OLED market.
Tonight, LG will use Virtual CES 2021 to showcase their new TV technology with OLED still key to the Companies TV sucsess.
A major supplier of OLED TV’s with premium brands such as Sony, Loewe and a host of others buying their panels, so it is critical that they are able to maintain sales especially as they are facing major supply problems due to COVID-19.
In Australia LG is currently selling multiple flavours of their OLED TV offering with this category now facing brutal competition from Samsung and LG’s new Mini LED TV technology.
The Company is looking to ship 7 million to 8 million units of its organic light-emitting diode TV panels globally this year, aiming to catapult OLEDs into the mainstream global TV market.
The only problem is their new MiniLED technology which local management admit is a premium offering will compete for the same premium buyers as OLED with MiniLED set to get a lot of media attention Vs the older OLED technology.
This year LG will have a new large sized 83″-inch OLED TV in the market that emit 20 percent brighter light than previous OLED models.
There will also be a smaller 42-inch size panels for the first time in 2021, in addition to the existing line-up. In addition to the new 83- and 42-inch OLED models, LG Display is also looking to roll out 20-inch and 30-inch sized models which the Company claims will be ideal for gamers.
LG Display first started producing OLED TV’s in 2013, they were expensive to produce and there was a high failure rate at a manufacturing level resulting in an expensive ticket price.
Since then, the Company has expanded and further improved their OLED technology each year with the Company often demonstrating their rollable and bendable screens with some rollable OLED TV screens selling for over $150,000.
The company’s latest innovation of 20 percent brighter lights means sharper contrast levels and clearer resolution for viewers.
An 8K OLED TV panel has roughly 33 million pixels which can each light up and dim by a process called “pixel dimming,” which produces an undistorted contrast level and supreme viewing experience, LG Display said.
The company said the new technology sets themselves apart from high-end liquid crystal display TVs that only support “local dimming.” Mini-LED and premium LCD TVs, for example, divide the screen into some 2,500 parts for lights control, far less than what the OLEDs are capable of.
At a press event last year LG claimed that their 8K OLED TV’s were superior to the top end Samsung QLED TV’s they also said that they managed harmful blue light and has no flickering.
Some quality monitoring bodies have issued certifications that recognize the company for producing OLEDs that are easy on the eyes.
Among the products LG Display is showcasing at the CES 2021 is a 48-inch Film Cinematic Sound OLED, which creates sound through vibrations from the screen itself without the need for a built-in speaker.
The display can be used as a TV and double as an immersive gaming screen when each end curves in, according to LG Display.
When OLED TV panels first launched in 2013, only a mere 200,000 units were shipped, LG Display said. As of end-2019, that figure had soared to 4.5 million units.
The problem for LG in 2021 is achieving the 7-8 million units in direct competition to MiniLED with retailers facing a major problem having to re-educate their staff to sell multiple technologies spanning OLED, QNED Mini LED and NanoCell TVs in 2021, then there will be the issue of MiniLED pricing Vs OLED in the premium market.