Samsung Switches Focus to Micro LED to Escape Plight of Poor QLED Sales

OLED patent holder Samsung Electronics now also steps into the realm of Micro LED, reported the Investor. It is also looking to acquire PlayNitride, a Taiwan-based Micro LED developer in an attempt to offset the sluggish sales of its QLED TVs.

(Image: Samsung)

An industry insider revealed that the less-than-expected sales of the exclusive Quantum LED TV has made Samsung reconsider the feasibility of the ‘all-in strategy for QLED.’ It is seeking partners to co-develop different TV technology.

It is also rumored to procure Taiwanese Micro LED firm PlayNitride. The rumor first came out in May, but was denied by PlayNitride with the firm’s CEO claiming it as a ‘beautiful mistake.’ On the other hand, Samsung is tight-lipped about it.

Debuting the world’s first cinema LED display with an audio tech company, Samsung plans to offer LED display for home theaters. Both types of LED displays is expected to feature the next gen display technology Micro LED. The displays will be manufactured more refined and delicate with a high density of LED pixels. Using materials such as Gallium Nitride even enables a noticeable reduction in size and thickness.

The tepid QLED TV sales led Samsung’s share in the premium TV market to fall short in 2016. It plummeted from 57.7% in 2015 to 20.30%, down nearly 40% YoY, forcing Samsung to hand out the first place to its frenemy LG Electronics, which, on the contrary, witnessed a share boost from 17.5% to 43.1%.

The slump also forced Samsung to lower the price for its OLED TVs, as Business Korea carried in its report. Developing new display technology and making the prices of its products more competitive seems to be current strategies Samsung implements to revamp its sales and regain its leading position in the high-end TV space.

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