Samsung Electronics and LG Electronics, which are two biggest businesses in global household appliances, are having interesting competition at IFA 2015. They are introducing TVs, audios, washing machines in household appliances area as well as specialized products such as Smart Signage and in-home dry cleaner Styler.

◊Vision…fierce competition about picture quality

With SUHD TV in center, Samsung is introducing 8K368 UHD TV technology, which is premium UHD, in TV area while LG Electronics is introducing expanded lineup of OLED (OLED176) TVs.

By applying IoT80 technology that is more defined than last year, Samsung Electronics is holding variety of demonstrations showing TVs that are set up as Smart Home 411 Hub. It is planning to show Smart Homes that are applied in real life such as TVs with sensors that recognize and greet people when they come home. With 8K UHD TVs, it is going on full-offensive mode in competition for picture quality.

LG Electronics is changing its TV paradigm from LCD to OLED with IFA being its turning point. It is demonstrating transmission and reception of HDR contents with globally major broadcasting companies to show OLED TVs that are optimized in HDR (High Dynamic Range) technology out of all of its TV paradigms.

LG Electronics is demonstrating HDR broadcasting, which is standardized to European standards, for the first time in the world along with England’s BBC, European Broadcasting Union, and others. It is having HDR technological cooperation with Europe’s large broadcasting company called Astra and is also working with global communication equipment company called Broadcom to demonstrate receiving HDR broadcasting with setup box. With all these demonstrations, LG Electronics is planning to actively promote OLED TVs in premium video contents market that is made by HDR technology.

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<Samsung’s advertisement on IoT household appliances that is standing in parking lot of IFA 2015 in Berlin>

◊Hearing…competition about audio

Samsung Electronics is introducing 3 types (R5, R3, R1) of new wireless 360 audio products that have nondirectional sound with high quality, cylinder-like design, and convenient user interface. As a touch-type interface, it can be easily used by Tap, Swipe, or others.

Because it supports Samsung Multi-Room Audio that is an application for wireless 360 audio, music can be explored by spinning a wheel through mobile equipment and screen color can be changed according to color of album’s jacket that is being played. Samsung Electronics upgraded its function so that its application can be connected to Smart Watches. Users can easily control audio functions such as audio play, music control, playlist, and others through Smart Watches and they can also watch real-time play screen or speaker list through Smart Watches. After it introduces them at IFA, it is going to release them in South Korea, U.S., and Europe in second half of this year and foreign markets eventually.

LG Electronics is displaying 3 types of wireless audio lineups such as curved sound bar, portable speakers, and others and strengthening its ability to go after global audio market. Curved sound bar has strong output (360W) and 2 speakers on left and right side in total of 4 speakers. Twitter Speaker is in charge of high range of sound and it enables wider area and provides rich sound quality.

2 types of portal speakers have higher portability and have batteries that can last up to 20 hours. They are also good when there are a lot of people around because there is no distortion in sound quality in any direction.

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<By utilizing future-oriented Smart Signage Solution, Samsung Electronics is providing future-type shopping space where one can experience Smart Shopping himself or herself. Transparent OLED176 that is being introduced for the first time at IFA 2015 has world’s best penetration ratio at 45% and full HD resolution that makes it suitable for showcases, store interiors, and others. Picture = Samsung Electronics>

◊Exhibition is decorated and specialized products are introduced

To strengthen its position in Europe, Samsung Electronics is displaying major strategic products at IFA. To show these products visually, Samsung showed characteristics of each product in its own symbolic image. It showed refrigerator, dishwasher, vacuum cleaner, oven, washing machine, and air conditioner as ice, water, vibration, heat, bubble, and wind image respectively as 3D artwork under lighting and provided unusual attraction.

By utilizing future-oriented Smart Signage Solution, Samsung Electronics is providing future-type shopping space where one can experience Smart Shopping himself or herself. Transparent OLED176 that is being introduced for the first time at IFA 2015 has world’s best penetration ratio at 45% and full HD resolution that makes it suitable for showcases, store interiors, and others.

Samsung Electronics is also introducing virtual fitting solution that can be utilized in clothing stores by using Smart Signage that has touch function. It is also introducing Mirror Display, which is a mirror-looking screen that recommends makeup information or ways to take care of one’s beauty according to personal profile, skin type, weather, and schedule that are already inputted.

LG Electronics is going after global market on full-scale with its advanced in-home dry cleaner called TrommStyler. Because it has sterilization function, it cleanly takes care of suits, blouses, uniforms, and others that people have hard time washing after wearing them once. After its release in South Korea, its accumulated sales volume exceeded 12,000 in just 100 days. With this in mind, it is planning to expand its business to global market.

LG Electronics is releasing Styler in many major cities in China such as Beijing, Guangjungwu, Shenyang, Chongqing, and others starting from this week and is also starting reservation sales in the U.S. starting from this month. It is also introducing built-in product that combined furniture and Styler Door design to public.

Staff Reporter Song, Hyeyoung | hybrid@etnews.com