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Samsung Chases Females As New QLED TV’s Get Closer

Samsung Australia is going after females, especially millennial females.

After ditching sponsorship of Rugby Union in Australia, the Company has identified that they needed to get closer to younger females. They chose to sponsor Netball and the investment is already paying off with more than 1.4M consumers watching a new Samsung social media campaign featuring Netballer Sharni Layton who has built a reputation for her fierce competitive nature on court in under 4 hours.

According to Phil Newton the Vice President of Marketing at Samsung Australia the Companies investment into a new ‘Rethink Role Models campaign’ is already having an impact with the Korean tech giant set to roll out additional video’s in coming months.

Research recently conducted by Samsung shows that as a brand we have tremendous appeal with males while at the same time the research is also showing that there is an opportunity to grow our brand and product sales to females in particular millennial females who are leading active lives, and engage in sporting activities” said Newton.

“Netball was a logical choice as it has a tremendous following and is growing as a sport” he added.

Video’s that make up part of the campaign and involve Australian ‘Diamonds’ netball players are listed below:
• Hero piece – https://youtu.be/1nsyIw0k_Iw
• Laura Geitz – Inner Strength https https://youtu.be/Wiet-_NKEro
• Sharni Layton – Prove Them Wrong https://youtu.be/ld498lYz0bE
• Kim Ravaillion – Worth the Sacrifice https://youtu.be/MZnO7vFGio8
• Caitlin Bassett – Rise Above It https://youtu.be/sU2j2kMsU2Y
• Paige Hadley – Never Give Up https://youtu.be/UVNz3ZHm1Oo

Currently the Australian subsidiary is undergoing a restructure with the Company pulling focus on both product categories and products.

In the TV market the Company has consolidated their offering with a heavy focus on content, smart TV technology and “superior” TV display technology.

In the smartphone market the Company has pulled back market share with their Galaxy G7.

At IFA 2016 Samsung is set to continue their thrust into the IOT market with the Company set to launch new networked devices that can be seen and managed across multiple Samsung devices.

Globally the Company is running two clear strategies that are based around improving the products they already sell such as their TV range appliances and smartphones while also working on developing new breakthrough technology and designs.

A big advantage for Samsung is that they manufacture a large percentage of the actual components that go into their products, they also sell their memory, processors and display technology to Companies such as Apple.

Cashed up Samsung is also on a rebound due in part to demand for the Galaxy S7 smartphone.

While the Company is not selling as many TV’s in Australia as before they are still #1 in the TV market with a range that is delivering increased yields due to a significant lift in the average purchase price of Ultra High Definition TV’s.

Analysts expect Samsung to boost capital spending to at least $5 billion this year to sustain their manufacturing edge across memory, processors and display technology.

Samsung’s rise into an electronics behemoth has been fuelled by the ability to get its memory chips and displays, often the most expensive components, into devices made by others.

Currently Samsung is said to said to be in talks to supply Apple them with next-generation OLED screens and bring out its own phones with bendable screens, Analysts claim that Samsung can use its cash pile of more than $60 billion to extend its lead on rivals.

“Samsung’s smartphone business has finally had a soft landing after a bumpy ride,” said Chung Chang Won, an analyst at Nomura Holdings Inc. in Seoul. Samsung will probably boost spending on memory and displays, which “are poised for a sudden rise as the next growth drivers.”

There is also speculation that Samsung is planning to bring its new QLED display technology to other product categories including smartphones and that this technology will be rolling off production lines TV range by 2019 or even as early as 2018.

QLED combines the core attributes of OLED and Quantum Dot display technology to create a bright, high-contrast picture, whilst reportedly being easier (and thus cheaper) to manufacturer than OLED panels.

Recently a US patent application was lodged by Samsung for QLED technology.

Besides TVs, the patent application also lists monitors and smartphones as target applications for Samsung’s QLED technology which is apparently cheaper to produce than the OLED TV’s that LG are currently manufacturing.

The new QLED technology will replace Super AMOLED displays.
The main advantage for the end user could potentially be a higher peak brightness, a phone for example could be more usable in direct sunlight.

As for the prospect of a QLED monitor, it could mean stunning contrast and HDR content at an affordable price.
Samsung will report preliminary second-quarter earnings later today, with operating income expected to rise about 7 percent to 7.4 trillion won ($6.4 billion), according to the average estimate. Sales are projected to increase 4.9 percent to 50.9 trillion won.

But with growth in the global smartphone market evaporating, it needs to build up its other major businesses as competitors bring out new products in an attempt to spark growth.

“The mobile business is holding up well, but it’s still questionable whether this trend will be sustained over the coming quarters with more new devices in the pipeline from rivals,” said Lee Jae Yun, an analyst at Yuanta Securities Co.

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