TV makers switch regional focus to OLED rollout
Samsung and LG among first companies to introduce curved screen models
GCC Samsung and LG are the first among the top TV brands to debut the curved OLED (organic light-emitting diode) TVs in the GCC region.
LG unveiled what it claims is the world’s first OLED TV at the IFA 2013 in Berlin.
It was, however, usurped regionally by Samsung, which launched its Curved OLED TV in the GCC region, except in Saudi Arabia, in September.
LG’s OLED model debuts at GITEX in Dubai this month, followed by a pan-GCC rollout in November. It has adapted its global campaign ‘World’s First Curved 3D OLED’ for the region, with an Arabic version. TV, OOH, digital and print will be the main mediums.
“The key messages are centred on the unique design and technology of OLED, as the world’s first curved OLED TV is a perfect blend of subtle beauty, unmatched picture quality and impressive sound,” says DY Kim, president of LG Electronics Gulf FZE.
In-store activation and largescale window displays will complement the campaign, with The Dubai Mall’s Sharaf DG as one the first retailers to stock the model.
Kim adds that LG holds 25 per cent of the Mena region’s TV market share and expects to close the year at 28 per cent.
“LG Mena’s global share is 15.4 per cent, while in the GCC/Mena region, we have an overall share of 13 per cent within this segment.”
Consumers in the Middle East region, he says, are very receptive to large formats, particularly 50 inches and above, and smart technology, as part of the TV viewing experience. The company posted Q2 revenues of $4.91 billion, up by 6.4 per cent from Q1 2013.
Samsung, meanwhile, has pulled off something of a regional coup, after becoming the first to market with its Curved OLED TV offering. It has reported an overall yearon-year growth of 39 per cent in the Gulf region, excluding Saudi Arabia, from June 2012 to June 2013. It also adds that Samsung is the top TV brand in the UAE, with a 39 per cent market share.
Cheil MEA created a duallanguage campaign for the region, bearing the tagline: ‘Witness a new era’.
Marketing spend was not disclosed, but Samsung said that the Curved OLED TV will be a core product focus for 2013 and 2014.
Vinod Nair, GM of CTV business at Samsung Gulf Electronics, says: “With its curved screen and compatibility with Samsung’s Evolution Kit, we believe that the Curved OLED TV truly pioneers a new era of TV viewing.”
When asked if Samsung had snared a competitive advantage over LG, Kim says: “LG is introducing the world’s first curved OLED TV in the UAE, [which is as] part of our global rollout.”
He also points out that LG’s latest curved OLED TV model is a third of the depth and half the weight of many of its competitors’ models.
Samsung and LG race for regional supremacy in the OLED TV sector