Abstract
It' s been almost half a year since Sony has unveiled the world' s first
commercial OLED TV, the ' XEL-1' . The ' XEL-1' has attracted the world' s
attention while demonstrating the fact that the OLED can be adopted
successfully in TV. But people' s response has already gone beyond the
enthusiasm into discussions and criticisms based on the technological analysis.
In this regard, Displaybank has conducted a sectional review and analysis of
Sony' s OLED TV ' XEL-1' model together with industry experts; Sony' s marketing
and promotional strategies have been explored and the challenges to be solved
for the larger sized OLED have also been located. Additionally, fabrication
lab activities per each company and enlargement movement have been included in
the report. In result, Displaybank published the report that propose
marketing, product, technology and business strategies needed to launch OLED
TVs in the future.
If you need an analysis of the above questions and strategic advices, this
report would be beneficial. We hope that this report featuring a broad range
of work fields pertaining product, technology, investment and strategies are
organically linked together would help all companies that are interested in
entering into the OLED TV business.
LED-adopted LCD TV is anticipated to hit the market during 2009 and the
minimum thickness is expected to be the biggest USP. This is because, for
customers who would like to purchase a TV, the Design is considered to be the
most distinguished aspect. The LCD businesses have jumped into the heating
competition for super slim designs using LED BLU, but taking into account the
fact that a 40-inch product still has a 10mm thickness, the LED BLU
applications are unlikely to be thinner than the OLED applications. If these
advantages are reflected into marketing activities, the OLED can be powerfully
promoted with the concept of a true wall-mountable TV that is ' thin' and
' light' like a photo frame. For marketing, the industry insider should make
sure the fact that though there has already been the concept of wall-mountable
TVs, a heavy and thick TV cannot be a true product.
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