Although Samsung and LG belong to the Korean brand camp, they have completely different views and practices in terms of color TV display routes.
Previously, LG was the leading brand of OLED, and together with its brother LG Display, LG dominated the development process of the entire OLED industry. However, Samsung held high the QLED technology and continued to evolve towards self-illumination. Together with TCL, it formed a confrontation with OLED in the high-end market.
Nail Technology noticed that Samsung and LG have been fighting a war of words in the past few years. From questioning each other’s propaganda to questioning each other’s technology, they even went to court for a while.
It is worth noting that the debate between OLED and QLED has not come to an end, but Samsung and LG have opened up a new “battlefield”. This time, the two giants launched an offensive and defensive battle around a technology called QNED.
A few days ago, LG announced the launch of QNED TV, which has the same name as the next-generation TV display technology developed by Samsung. In other words, Samsung is still in the research and development process of QNED, but LG has released QNED products, which is quite strange.
So, is LG leading Samsung in the R&D and industrialization of QNED technology? Nail Technology understands that this is actually an “oolong” incident.
In fact, the concept of QNED technology was indeed first proposed by Samsung. It is understood that Samsung’s QNED is similar to QD-OLED, but the light source is different, from QD’s blue OLED light source to nano-scale Nano’s blue LED. On top of blue LEDs, color conversion is still required by quantum dot filters. In addition, the vacuum evaporation equipment used in the QD-OLED process is expensive, and there is no vacuum evaporation in the QNED process, so the production cost is lower than that of QD-OLED.
It can be seen that QNED is an improved version of Samsung based on QD-OLED, but the industrialization of the technology will take a long time. Therefore, although Samsung has disclosed the concept of QNED technology, there is no mass-produced TV product on the market.
LG, which has been on the OLED track, why did it successfully release the QNED TV? Nail Technology noticed that the reason why LG cut off Samsung is that the QNED defined by LG and the QNED defined by Samsung are two different concepts.
It is understood that the full name of QNED defined by LG is Quantum NanocNell EmitTIing Diode, where Q is not a quantum dot luminescent material, but a quantum dot film coated on an optical filter, and N is not the light source of Nano LED, but its High-end LCD TV brand NanoCell, LG’s QNED TV is essentially an LCD TV based on Mini LED backlight and quantum dot filter.
Knowing that Samsung is developing self-illuminating QNED technology, LG still launched its own QNED TV, obviously to form a blow to Samsung. In Nail Technology’s view, LG’s intentions for this move are twofold:
First of all, it is to consolidate OLED’s high-end flagship status. Samsung continues to evolve QLED technology. In addition to QD-OLED, which has the same goal as OLED, it has also developed a more advanced QNED technology, which is bound to have an impact on LG’s main promotion of OLED technology and TVs. LG released QNED TV ahead of schedule, placing its high-end features below OLED, which objectively consolidated OLED’s high-end flagship status. Even if Samsung launches QNED TV in the future, it will be impossible for the market positioning of QNED TV to surpass OLED because of LG’s advance layout.
Second, hit Samsung’s Mini LED TVs. Under QNED and QD-LED, Samsung also has Mini LED that is about to be vigorously developed. LG quickly launched the so-called QNED TV. Although it is still an LCD TV with Mini LED backlight and quantum dot filter in essence, the new technical term However, it can be packaged as a product that is more advanced than Mini LED. While defending OLED’s high-end flagship status, it can also form a so-called dimensionality reduction attack on Mini LED at any time.
Nail Technology believes that from the perspective of competition, this strategy of LG is still very successful. Samsung and LG have completely different definitions of QNED, and there are fundamental differences in whether it can emit light by itself. Regarding LG’s statement on QNED, although Samsung has publicly expressed its opposition, it seems that it cannot prevent LG from defining and promoting its own QNED TV products.
It is understood that LG has recently started to apply for QNED trademark rights in Australia, South Korea, the United States and Europe, and a trademark war on QNED may be inevitable.
But Nail Technology believes that no matter what, Samsung is already a loser. Because, after some operations by LG, QNED will inevitably overdraw its technology brand value, and LG’s two major goals-to defend its own OLED and attack Samsung’s Mini LED and QNED, can basically be achieved.
This incident, in the view of Nail Technology, should also be a warning to Chinese color TV brands. That is, we must not only pursue the sales scale of color TVs, but also pursue the core capabilities of display technology, and strive to have strong technical definition capabilities and category definition capabilities. Otherwise, we will always be passive followers and cannot jump to the high end of the industry value chain. .
Responsible editor: tzh