Hello, this is P. Recently, there have been reports both domestically and internationally about Samsung Display giving up on qd technology. P will analyze whether this news is accurate. The related news introduced domestically and internationally was well summarized by user Sim Simma on the official cafe of P TV. The title is indicating the possibility of Samsung giving up on qd LED. More precisely, Samsung Display has shifted personnel from large TV panels to small and medium-sized businesses. This means they will temporarily neglect large TV panels and focus on small and medium-sized panels. This does not imply that Samsung is giving up on qd OLED. Check out the carefully selected audio home theater products by P TV on the P TV mall. So, why did Samsung Display make this decision? To understand this, we need to look at the TV market in 2024 objectively. Let's discuss this step by step. Firstly, the expensive price.

Samsung, which you may be familiar with, started OLED displays ten years ago but later withdrew. However, their late entry into the market to compete with LG is noteworthy. Even though they started late, it is worth acknowledging Samsung's technological prowess developed over the years, especially considering that Chinese and Japanese companies that started earlier have not succeeded in mass-producing large-sized OLED panels. However, despite successful development, mass production has been challenging for Samsung. The production cost of QD OLED panels for TVs is significantly high. Reports suggest that it is 1.5 times higher compared to W-OLED. Can TV manufacturers afford to sell them at 1.5 times the cost? They are already delivering at a similar level to competitors. This leads to accumulating losses. This is the reality faced by Samsung Display. Secondly, there are only two TV manufacturers currently using QD OLED panels.

Samsung Electronics and Sony use QD OLED panels, while over 20 manufacturers use LG Electronics' W panels. The issue is that only Samsung and Sony use QD OLED in their top models, while using W in lower-end models. In other words, the sales volume of QD OLED TVs is so low that there isn't even an environment to attempt mass production. Initially, when QD OLEDs first appeared, they were highly praised for their overwhelming performance compared to W OLEDs. However, over the past two years, the brightness of W OLEDs has dropped significantly, leading to harsh criticism questioning whether QD is truly better than W. Furthermore, Samsung Electronics, which used to criticize competitors for using LG's W OLED panels, now finds itself in a similar situation. In this context, in the market, it is perceived that LG Display practically won the first round of the OLED TV battle. Additionally, with the declining popularity of OLED TVs, coupled with unfavorable conditions, OLED TVs are not selling well. In the first quarter of this year, TV sales decreased by 6% compared to the previous year.

Sales have decreased, and this is said to be the first reason in 2009 that OLED TVs did not sell. Large LCD TVs of 80 inches or more, which Chinese manufacturers are producing at low prices, are gaining popularity. Due to the recession, consumers prefer products with excellent cost performance. When we upload videos, OLED TVs have lower views than LCD TVs. It's ironic, isn't it? Consumer interest is now shifting in this direction. Ironically, LG has never lowered the price below 3 million won, but the LG G4 65-inch is currently selling for around 2.7 million won. This means OLED TVs are not selling. Samsung's WLD TV is selling well. Samsung Electronics has been supplying WED panels to LG Display for TV production and sales since last year. However, even without QD OLED, it sells well. Samsung's OLED TV market share is gradually increasing and now accounts for 24%. Samsung Electronics now uses WED panels more than QD OLED panels.

Are they selling it? There may be an atmosphere within Samsung that they need to use even more expensive panels. It's not just the sixth successful PC monitor panel, the qd LED, that Samsung Display has experienced. Samsung Display has done well in dominating the PC monitor market. Recently, Samsung Display announced that the shipment of qd ol panels for monitors has exceeded 1 million units. Since starting to provide them in 2022, they have introduced more than 90 products with a lineup of 10 or more products. The panels come in various sizes such as 27, 31.5, 34, and 49 inches. While they don't make money from TV panels, they are making good profits from monitors. Although they supply LG monitor panels, in the monitor sector, Samsung has taken the lead. In this way, they are making money in France, so what can they do? By the logic of capital, if TV doesn't make money, they will temporarily stop.

I've decided to focus on profitable monitors. If Samsung Display follows the TV0 QD, it seems that the fierce competition with LGW over the past three years will come to a peaceful state, leaving me feeling regretful. I was hoping to see 4,000 nits OLED panels as early as next year, but it seems I will have to hold on to this regret. What worries me is Samsung's display strategy. For the past 20 years, Samsung has been manufacturing the best display panels directly and selling them first. This strategy, although not the best in terms of TV image quality, has given the impression that at least for fans, it is the best. It was true. I thought the micro LED market would rise rapidly, but it has been delayed, and in the meantime, QD-OLED has come to fill the gap, but the response in the TV market has not been good. In fact, QD-OLED TVs can be considered a failure. So, what about Samsung's micro LED?

It is true that we are investing in technological capabilities and the completion is improving. However, the rapid progress of Chinese companies in this field is frightening. Firstly, their prices are very competitive. When you go to overseas exhibitions, Chinese LED companies have already taken over. Samsung is in a market where the results do not match the development costs. Moreover, Chinese companies are even sponsored by the Chinese government. There is a high possibility that the LCD chicken game will continue with LED. Additionally, Samsung's Micro LED quality is not receiving high evaluations, which is a problem. Therefore, I am somewhat concerned about Samsung's future display strategy. Japanese display companies like Sony and Panasonic collapsed back to 2010 because they could not accurately predict the future of the display market. I hope Samsung does not make the same mistake and I support them in revealing such strategies. I hope today's video has helped you understand the TV market. This concludes the presentation. Thank you.

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