| Han Jong-hee speaks during a press conference at the IFA trade fair, Berlin, Friday. / Courtesy of Samsung Electronics |
By Baek Byung-yeul
BERLIN ― Samsung Electronics aims to sell more than 5 million of its high-priced QLED TVs in 2019 to solidify its status in the premium TV segment, Han Jong-hee, president of the company's display business, said at the IFA trade fair Friday.
QLED stands for quantum-dot light emitting diode, which uses nano-scale crystals to improve color and brightness. Thanks to the popularity of its QLED TVs, Samsung had a 31.5 percent of the global TV market in the second quarter of 2019.
"Samsung sold about 2 million QLED TVs in the first half of 2019, which represents more than double year-on-year," Han said. "By selling more QLED 8K and large-sized TVs, we expect total sales for 2019 to exceed 5 million."
To widen the gap with its competitors in the premium segment, Samsung is aiming to secure more than a 60 percent market share in TVs with a 75-inch or larger display.
Han also said the firm "has devoted itself to development of 8K up-scaling technology" to boost TV sales. To dispel concerns over lack of available content, Samsung has developed an artificial intelligence (AI) technology-based processor that converts lower-resolution video to 8K quality
"Samsung has invested more than 100 billion won ($84 million) since 2016 to develop AI-based 8K up-scaling technology," Han said. "I am fully confident that our up-scaling feature is second to none."
He said the firm would invest more in the technology to develop a MicroLED TV, a self-emitting display technology that uses millions of LEDs.
Samsung said the latest display technology provided enhanced brightness, contrast and wide viewing angles compared with others. Because MicroLED displays can be tailored to any size and aspect ratio, the AI up-scaling feature is essential to deliver optimized quality images regardless of the original source.
| Visitors look a Samsung Electronics' TVs at the company's booth during the opening day of the IFA tech fair in Berlin, Friday. / Courtesy of Samsung Electronics |
Han added that he was aware of China's increased market presence, noting that he would visit TCL's booth first after the conference because the Chinese electronics firm exported the most TVs globally.
"I will first visit booths of Chinese companies," he said. "TCL will be the first destination because it sells the largest number of TVs (among Chinese TV makers) in the global market."
Other than TVs, Samsung also aims to improve its presence in the home appliance market by offering customized products for European consumers.
"We are focusing on providing customized products to European consumers," a company official said. "Because they pay quite a lot for dry cleaning, we are trying to interest European consumers with our steam closet that can deodorize their garments."
Another official said, "For its BESPOKE customizable refrigerators, Samsung is in discussion with renowned furniture makers to come up with special colors that can fit the taste of European consumers."