Samsung Electronics is targeting LG Electronics with ‘after-effect phenomenon’ that OLED TVs leave. LG Electronics opposed Samsung Electronics by saying that it is an one-sided slander and has decided not to take any direct action against it.
It is interesting whether or not these two businesses will be involved in another all-out war for TV technologies after they competed each other in the past regarding technical methods of 3D TVs.
According to industries on the 16th, Samsung Electronics uploaded a video with a title ‘QLED vs OLED: The 12-Hour Image Retention Test) on YouTube at the end of last month. Through this video, it openly showed its test results that indicated that its QLED TVs are better than LG’s OLED TVs when it comes to after-effect. Regarding this video, LG Electronics showed its frustration by saying that this video was not uploaded to promote its products but rather it was uploaded to talk down LG’s technologies.
This video, which lasts 1 minute and 43 seconds, captures a screen of QLED and OLED panels after they were used by gamers to play video games for 12 hours continuously. It emphasizes the after-effect left by OLED panel and ends with a message that says that ‘QLED did not leave any after-effect after a 12-hour test’.
Recently there was a controversy when some of SONY’s TVs that used LG’s OLED panels had burn-in problems.
“There is a limitation to lifespan of OLED that uses organic materials.” said a representative in this industry. “OLED TVs are equipped with technologies that are able to solve after-effect problems.” Samsung Electronics shows its confidence regarding after-effect problems by promoting ’10 years free warranty’ towards burn-in effect of its QLED TVs.
“This video was uploaded to inform customers about excellence of our technologies on QLED TVs and it was not uploaded to criticize particular products.” said a representative for Samsung Electronics. “Consumers will be able to understand accurate information about our technologies.”
Industries believe that Samsung Electronics has opened fire against LG’s OLED TVs on full-scale by publicizing this video. Some even believe that another all-out war between Samsung Electronics and LG Electronics may happen again when these two businesses had had fierce competitions in the past regarding technologies on 3D TVs and maximum capacities of refrigerators. Samsung and LG had had a fierce competition in 2011 regarding 3D glasses for 3D TVs. They also had had another battle in 2013 regarding capacities of refrigerators and had a lawsuit battle in 2015 when LG Electronics purposely defamed Samsung Electronics’ refrigerators during an event that took place in a foreign country.
Some say that this is Samsung Electronics’ strategy to take some market shares owned by OLED TV markets as a year-end peak season approaches for TVs. According to a market research company called IHS, 377,000 TVs with OLED panels were shipped during this past second quarter and this doubles the amount of shipment in second quarter of last year. This statistics is burdensome for Samsung Electronics that is pushing its QLED TVs as its strategic product. Many believe that Samsung Electronics is bringing up after-effect problems of OLED TVs in order to balance out TV markets.
While LG expressed its regret, it has decided not to take any direct actions. It seems that it will try to find countermeasures after looking at the situation little bit more.
“This test was based on arbitrary standards.” said a representative for LG Electronics. “This video crosses business ethics as it names company names and product names while not presenting evidences for standards of its evaluation.”
Staff Reporter Kwon, Dongjoon | djkwon@etnews.com