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オ-レッドテレビ、SUHDテレビの価格を猛追撃

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オーレッド・テレビの価格が持続的に下落しながらSUHDテレビの価格を猛追撃している。

アマゾン（www.amazon.com)でエルジ-電子の2016年3月のモデルである65インチの4KUHD

オレッド・テレビ（OLED65B6)の価格が16年12月を規準にUSD3、１47ドルで16年7月の価格で

あるUSD4,747ドルに比べ、USD1,600ドルが下落したこととして現われている。

55インチ４K UHDオーレッド・テレビ（OLED55B6)の価格はUSD2,097ドルで16年7月の価格であるUSD2,897ドルに比べ、USD800ドルが下落した。

類似したプレミアム製品群であるサムスン電子のSUHDテレビの価格は65インチ（UN65KS8000)がUSD1,648ドルで、同じサイズのエルジ-電子のUHDオーレッドテレビに比べてUSD1,499ドルの差があることになっている。

特に55インチ（UN55KS8000)はUSD1,131ドルで、同じサイズのエルジー電子のUHDテレビに比べてUSD966ドルの差があり、USD1,000ドル未満へその差が狭まったことがわかる。

2016年の65インチモデルを基準にUHDオーレッドテレビとSUHDテレビの価格の差を比べてみると、2016年7月基準にUSD2,500ドルの価格の差が生じたが、2016年12月の基準では約USD1,500ドルの価格差で55インチだけではなく65インチにおいてもオーレッドテレビの価格がSUHDテレビとの価格差を猛スピードで狭めていることが明らかになった。

 

01.20_1

＜エルジ-電子とサムスン電子の65インチ、55インチテレビの価格の比較、出処：UBIリサーチ＞

 

一方、 LGディスプレイは２０１６年度に投資された E4 phase2 26K Gen8 OLEDの量産ラインを今年の２四半期から本格的に稼動することと展望され、オーレッドテレビの価格は更にもっと下落できることと予想される。

また、CES２０１７でオーレッドテレビの陣営へ参与した業界の数が６業界から11業界へ著しく増加し、特にSonyの ような大手製造社と多様なヨーロッパの業界が合流して、オーレッドテレビの市場が活性化している趨勢で、オーレッドテレビの価格の下落はプレミアムテレビの市場にて LCDテレビとの競争において有利な高地を占めることと展望される。

 

 

サムスン電子、ディスプレイ事業の営業利益1兆200億ウォン記録

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サムスン電子は、27日行われた第3四半期実績カンファレンスコールで、ディスプレイ事業で売上高7兆600億ウォン、営業利益1兆200億ウォンを記録したと明らかにした。第1四半期2700億ウォンの営業赤字を記録したディスプレイ事業は、第2四半期1400億ウォンの黒字に転換したのに続き、第3四半期の1兆ウォンを超える大規模黒字を記録し全体実績に寄与した。ディスプレイ事業の四半期の営業利益が1兆ウォンを突破したのは、2013年第2四半期（1兆1200億ウォン）以来、13四半期ぶりとなる。

OLEDの場合、全体的な販売量の増加とともに、フレキシブルなど高付加価値製品の比重拡大によって実績が改善された。LCDの場合、需給改善による販売価格の安定とともに、収率及びコスト改善、UHD/大型など高付加価値製品の販売増加によって、収益性が改善され、黒字転換した。TVパネル販売量の場合、数量基準で前四半期対比10％台、面積基準で前四半期対比20％台増加した。

第4四半期には、スマートフォン市場が繁忙期に進入し、製品の差別化を追求する主要顧客の会社たちのOLEDパネル採用が継続的に増加すると予想していることを明らかにした。フラッグシップモデル需要に積極的に対応し、効率的な製品ミックスの改善を通した堅調な実績成長を推進すると明らかにした。 　LCDパネル部門は、第4四半期にも販売価格が安定している中、UHD TV市場の成長とサイズ大型化が持続されると明らかにした。収率及びとコスト改善活動を強化して、超大型、高解像度、カーブドなどの高付加価値製品の販売を拡大し売上拡大と収益性向上を推進すると明らかにした。 　また、サムスン電子は、年末までにOLEDライン増設に10兆9000億ウォンを追加投資する計画で、これは昨年の2倍以上増加した数値である。

2017年にはOLEDパネル部門で主要スマートフォンメーカーたちの需要増加に積極的に対応するため、フレキシブル製品供給を本格化し、全年対比大幅な成長を推進するという計画である。LCDパネル部門では、中国企業のキャパ拡大持続とメーカー間の競争激化によって、難しい事業環境が予想されるが、TVサイズ大型化及び高解像度のトレンドは続くと展望していることを明らかにした。UHD TV、大型などの高付加価値製品との差別化製品を通して競争力を強化し、収益性を高める計画である。

サムスン電子の第3四半期の携帯電話販売量は8900万台、タブレットは650万台を記録した。第4四半期に、携帯電話の販売台数は、前四半期の水準を維持してタブレットの販売台数は増加すると予想した。LCD TVの販売台数は、1100万台を記録し、第4四半期には50％程度の成長が予想されると明らかにした。

Why is ‘Cadmium-free’ Significant? Samsung’s Quantum Dot SUHD TV

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Hyunjoo Kang / jjoo@olednet.com

<Samsung Elec. Released 2nd Generation Quantum Dot TV. Source: Samsung Elec.>

On the subject of Samsung Electronics’ 2nd generation quantum dot display equipped SUHD TV product, recently released in Korea, display experts consider the actualization of 1,000 nit without cadmium as the key strength.

 

In 2015, Samsung Elec. first launched quantum dot SUHD TV under the name nanocrystal technology. Each quantum dot of nanosize, 10,000 times narrower than a human hair, actualizes accurate color.

 

According to Samsung Elec., the 2nd generation quantum dot technology to produce this new product, an improvement over last year’s. The company emphasized that compared to the previous product, the price was reduced and brightness was improved. HDR (high dynamic range) with 1,000 nit maximum was applied to the new product.

 

The 1,000 nit brightness is the standard figure of premium image produced in Hollywood, US. If this figure is high, screen’s bright and dark areas can be experienced fully even in bright environment such as a living room area.

 

Although not applied to all models of Samsung’s 1st generation quantum dot SUHD TV, 1,000 nit brightness was applied to the majority of the models; that 1,000 nit brightness was applied to the new product is not worth much attention by itself.

 

<Samsung Elec.’s 1st Generation Quantum Dot TV vs. Other Display in CES 2015>

 

◆Hazardous Heavy Metal Cadmium, Why Difficult to Remove?

 

Quantum dot film includes cadmium. As cadmium is a hazardous heavy metal, cadmium including quantum dot film cannot be environmentally friendly. Cadmium use in Europe is limited.

 

However, without cadmium, the quantum dot film’s optical efficiency is reduced. In order to make up for this, LED chips have to be applied which increases the price as well as the energy consumption. An alternative method to avoid this is development of additional quantum dot materials that increase efficiency.

 

For these reasons, some Chinese companies that produce quantum dot display equipped products select to use cadmium, overlooking the environmental issues. Samsung Elec. also emphasized that it is the only company that utilizes environmentally friendly cadmium-free quantum dot materials.

 

Through quantum dot materials’ efficiency and color mapping algorithm improvement, Samsung actualized 1,000 nit brightness without resorting to cadmium and without increase in power consumption. Color accuracy, which is a quantum dot display trait, was also improved by 25%.

 

Samsung Elec. is planning to release 14 models of SUHD TV, from 49 inch to 88 inch, in Korea. This is over 30% increase compared to last year. The price also was reduced by 900,000 KRW compared to the previous version. The new products, depending on the specifications, cost around 6 million KRW for 65 inch, and 4 million KRW for 55 inch.

A comment from a display expert is, “the new product has 1,000 nit brightness is not significant by itself, and color accuracy improvement also is not of much attention as it is an existing quantum dot trait”. However, he also put another comment from his analysis, “1,000 nit brightness was actualized without using cadmium and without decreasing energy efficiency is worth noting”.

Quantum Dot, Will it Rise to Become the Answer for Future Display Materials?

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The interest in quantum dot materials is increasing daily. In July 2015, Professor Changhee Lee of Seoul National University received Science Technology Person of the Month prize with technology that greatly improves QLED performance and lifetime. In CES 2016, with cadmium-less quantum dot applied SUHD TV, Samsung Electronics achieved UHD TV’s color standard BT.2020 and received much attention.

 

Regarding this interest, during the Pioneer Technology Seminar to Overcome Display Industry Crisis (January 14) held in South Korea, University of Seoul’s Professor Jeong Hoon Kwak reported that quantum dot technology is a material with plenty of potential from the long-term perspective.

 

Quantum dot materials can be used with blue LED to improve LCD color gamut. Two techniques are generally used; the edge type has quantum dot placed on the sides and for surface type the quantum dot film is attached in front of BLU. Most of TV makers, excluding Sony, are using surface type. Professor Kwak explained that quantum dot can achieve desired color by adjusting the size of the particles without changing the materials. Through this, he estimated that it could replace color filter.

 

As well as increasing the LCD color gamut, as quantum dot materials emit light when connected to electricity, much like organic light emitting materials, it is anticipated that they could be used to replace the emitting materials in OLED panel. Within the industry, this technology is called QLED or QD-LED (Quantum Dot Light Emitting Diode) technology. Professor Kwak emphasized that QLED has better color gamut than OLED and has a merit of good actualization of deep blue. As QLED is basically formed through solution process, he added that solution process pixel patterning technology has to be development and device lifetime also has to increase.

 

Professor Kwak explained that as there are not many places mass producing QLED materials at present, the cost is high. However, he emphasized that because the quantum dot materials have an advantage of being easy to synthesize, from long term perspective, they can be used at lower price than OLED.

 

퀀텀닷

LG Electronics Strives to Establish OLED=LG Image

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On October 29, during the performance announcement, LG Electronics revealed their plan to carry out aggressive marketing through establishment of OLED=LG image.

 

LG Electronics Home Entertainment business reported that the TV shipment doubled in this quarter compared its previous quarter due to OLED TV and UHD TV product mix. LG Electronics reported that OLED TV market expansion from Korea and North America into Europe and Russia among others contributed to the sales increase.

 

LG Electronics is anticipating sales increase in Q4 from peak TV market and general market promotion brought premium TV sales expansion. Accordingly, LG Electronics forecast their Q4 sales to be similar to 2014 and that business profit to increase slightly due to improvement in TV’s profit stabilization.

 

Regarding aggressive marketing from Chinse TV companies including Hisense, and TCL, Jinho Ha of LG Electronics Home Entertainment planning department, admitted the threat. However, through premium TV technology such as smart TV, design, and OLED, Ha explained that they will secure product superiority. He also added that Chinse companies’ North American TV market share is around 3% in terms of volume and remains minimal in revenue.

 

New premium OLED TV release brought better than expected response from consumers. It is also receiving positive reviews; several media have selected the product as this year’s TV. The company reported that they will strive to expand the market through extension from the premium TV.

 

LG Electronics’ total revenue was announced to be 13,000 million USD* with business profit of 270 million USD. Home Entertainment department reported 4,000 million USD, a 9% increase from previous quarter, with business profit of 33 million USD.

 

* 1 USD = 1,100 KRW

OLED TV, Pay Attention to China and UHD

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IFA 2015 that opened on September 4, closed its curtains on 9. This year’s IFA was similar to IFA 2014 in terms of diverse OLED TV exhibition, but when analyzed in detail there were several differences.

 

First, the emphasis on UHD TV greatly increased. The percentage of UHD resolution of exhibited OLED TV was approximately 71% in IFA 2013, and 70% in IFA 2014. However, in IFA 2015, the percentage increased to approximately 92%. If the main theme for IFA 2014 was curved OLED TV products, UHD was the keyword for IFA 2015.

 

Another important factor is increasing participation by Chinese companies. In IFA 2013, only Haier exhibited OLED TV but this increased to 2 companies, Changhong and TCL, in IFA 2014. In IFA 2015, 3 companies, Haier, Changhong, and Skyworth, presented OLED TV. It is estimated that the OLED TV exhibition attendance by Chinese electronics companies will continue to consistently increase.

 

There is much attention on how many more Chinese companies will participate with OLED TV in IFA next year, and whether a new keyword following UHD will appear. Although IFA 2015 ended, OLED TV market continues to move.

 

uhd china graph 1

 

uhd china graph 2

 

uhd china graph 3 2

LG Electronics’ OLED TV, Increasingly Competitive in Price

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OLED TV price, which was considered the biggest issue compared to LCD TV, has fallen once again. LG Electronics’ 2015 new model 65inch 4K Ultra HD curved OLED TV (65EG9600) is now priced US$ 5,999 on Amazon (www.amazon.com). The price that used to be US$ 8,999 even in June fell to US$ 6,999 in July, and it is now down to US$ 5,999, showing rapid decrease. Furthermore, the price decrease is not limited to 65inch products as 55inch 4K Ultra HD curved OLED TV (55EG9600) also fell by US$ 1,000, from US$ 4,999 to US$ 3,999.

 

There is a difference of US$ 1,500 in price between LG Electronics’ 65inch 4K OLED TV and Samsung Electronics’ premium model 65inch 4K SUHD TV (US$ 4,499). Analysis shows that the monthly average price decrease for OLED TV between June and August is 18% while SUHD TV’s is 5%.

 

During the last earnings results announcement, LG Electronics reported that UHD OLED TV will achieve price competitiveness in 2016. If the price decrease continues at this rate, OLED TV will be able to aim for market expansion against LCD TV through price as well as its many advantages such as design freedom, thickness, and picture quality.

 

LG Electronics reduced the price of 55inch Full HD curved OLED TV (55EC9300), released last year, from US$ 2,499 to US$ 1,999.

150827_LG전자의 OLED TV, 가격 경쟁력 점점 모습을 드러내나

LGE to Compete with UHD OLED TV Price in 2016

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On July 29, LG Electronics announced its earnings results at LG Twin Towers in Yeouido, South Korea. Representatives of each business departments, including LGE’s CFO Jung Do Hyun, explained the second quarter results and third quarter outlook.

 

Regarding the poor sales results of this quarter, LGE gave the decrease in sales and business profit in most of the growth market as the reason. The decrease was analyzed to be from sudden fluctuations in foreign exchange rate which led to global economic downturn. Essentially, it seems LGE believes that their market strategy is not at fault and that the decrease in demand in TV market and weaker global foreign exchange rate led to the fall in profit.

 

The competitiveness of Home Entertainment (HE) business department increased through strengthening product mix focusing on premium products. However, due to the sudden fluctuations in foreign exchange rate and seasonal factors the global market diminished and an 11% decrease in sales was recorded compared to the previous quarter. Jung explained that the sales in Europe, Central and South America, and Russia increased but most of the growth market showed economic downturn due to weak foreign exchange rate which led to the decrease in sales. However, he forecast that in the third quarter, the premium TV market will continue to grow and increase the UHD OLED TV sales.

 

Additionally, Jung commented while low-to-medium priced products will be released, sales activity will focus on premium products and announced as the yield of UHD OLED TV panel is increasing rapidly, they will be able to compete in price from mid-2016. He also made a positive estimation that the market will show a growth rate once the foreign exchange rate fluctuations stabilize.

 

According to UBI Research, there is approximately US$ 2,000 prices difference between UHD OLED TV and SUHD TV, looking at 55inch size in early July. Within less than a month, on July 24, the difference was reduced to US$ 1,700; it is estimated that UHD OLED TV will be able to compete against SUHD TV price from next year.

 

Answering a question on competition with Chinese companies, LGE clarified that although their growth is rapid, LGE is ahead in terms of patents, quality, and brand power. Although they mentioned that Chinse companies have growth foothold with their large market share within domestic market in China, LGE concluded that the real global growth is not very great. However, LGE admitted that Chinse companies are definitely superior in cost effectiveness. To combat this, LGE announced they will focus on premium products and increase competitiveness, and form strategy of supplying non-premium products to the growth market.

 

LGE recorded sales of approximately US$ 1,600,000,000, a 0.5% decrease from the previous quarter, and business profit of approximately US$ 200,000,000, a 20% decrease from the previous quarter.

LG Electronics, Not Selling OLED TV? Or Can’t Sell?

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OLED TV business that LG Electronics ambitiously prepared for is remaining at a standstill for more than 2 years. Korean media is reporting that the OLED TV sales in Korea reached 3,000 units per month, but this figure is too weak.

 

The money that LG Display have invested in line establishment for OLED panel for TV is already exceeding approx. US$ 1,400,000,000. Annual depreciation cost for equipment investment alone, excluding cost of labor and material, is approx. US$ 280,000,000.

 

Considering the current cost for FHD OLED TV is approx. US$ 1,800 – 3,300, monthly sales of 3,000 units in Korea only result in approx. US$ 9,400,000. With approx. 10,000 units per month being sold in the world, monthly revenue is merely US$ 23,000,000.

 

Although LG Display is aiming for 600,000 units of OLED panel for TV shipment this year, with LG Electronics’ first quarter world OLED TV sales of approx. 30,000 units, there is concern that only 100,000 – 200,000 units will be sold in 2015.

 

It is difficult to understand whether this uncommonly low sales of LG Electronics’ OLED TV is because they are not selling them or unable to sell them.

 

It seems plain that the initial price of OLED TV in 2013, approx. US$ 14,000, was set in order to not sell. LED TV at the time was being sold at approx. US$ 2,800, and the 5 times more expensive price was too high to be considered a normal premium price. Consequently, the 2013 OLED TV market stopped at around 10,000 units, and in 2014 remained around 100,000 units.

 

At this point, feasible production rate for LG Display’s 55 inch FHD OLED panel needs to be compared. In 2013, LG Display’s M1 line yield rate was approx. 40% with annual possible production of 50,000 – 100,000 units. As the yield rate increased to 80% in 2014, it is estimated that 200,000 units or more would have been produced.

 

Compared to LG Display’s investment cost and production potential, the LG Electronics’ OLED TV sales results are too shabby.

 

Of course, as the current main product on the market is FHD, when the newly released UHD OLED TV market actively opens the figures could always change. However, with 55 inch UHD OLED TV having to compete with Samsung Electronics’ SUHD TV, the market is not so easy. SUHD TV costs approx. US$ 3,700, and UHD OLED TV costs about 25% more with US$ 5,100.

 

Compared to the initial price of FHD OLED TV, approx. US$ 14,000, 2 years ago the UHD OLED TV price is low enough to be quite reasonable. However, with the performance of past 2 years it appears that LG Display might be inadequate to widely open the OLED TV market.

 

It makes one wonder how Samsung Electronics became the world leading company with their OLED panel equipped Galaxy series achieving 20% mobile market share, a market that used to be dominated by LCD panel.

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