Samsung Electronics is slow to enter the OLED TV market

Samsung's entry into OLED TVs will be delayed due to a deadlock in price negotiations between Samsung Electronics and LG Display over OLED panels. To this end, Samsung Electronics is considering how to restructure its TV product line. The company is expected to put Micro LED TVs at the top of its lineup, followed by mini LED TVs (Neo QLED TVs) and then OLED TVs. If Samsung Electronics adopts this product lineup, it should reduce the price of OLED panels as much as possible.

Some analysts said that Samsung's QD-OLED TV, which was originally scheduled to launch in the first half of 2022, may also be delayed. Samsung Display started mass production of QD displays in November 2021, but production has not yet stabilized.

Samsung Display's QD-OLED panel production capacity is 1 million panels per year. But given its low output, industry sources say it will be able to produce 500,000 to 600,000 units per year. But this number is too small to meet Samsung Electronics' panel needs. Samsung Electronics' QLED TV shipments will reach 9.43 million units in 2021, according to market research firm Omdia.

Another industry source said that Samsung Electronics and Samsung Display also encountered difficulties in the price negotiation of QD-OLED panels.

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