TV mak­ers switch re­gional fo­cus to OLED roll­out

Sam­sung and LG among first com­pa­nies to in­tro­duce curved screen mod­els

Gulf Marketing Review - - BACK STORY -

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

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