Samsung puts art in the frame with premium TV
PARIS: Samsung Electronics, South Korea’s biggest maker of electrical appliances, has put more effort into bolstering its position in premium TVs as strong rival products from China storm the mass market.
The company showcased premium QLED TVs and its latest innovation, Frame TV, in Paris last week.
The president of Thai Samsung Electronics, Yong Chul Jo, said some of the new products will be available in Thailand by mid-May.
Mr Jo said the latest TV products can strengthen its position in the premium market where Chinese players have chipped away market share in lower screen sizes.
Samsung is a key player in the premium televisions segment globally and in Thailand, aiming to capture a larger share of the premium segment of the market with the new launches.
The QLED series will be available in Europe first and are expected to hit Thai stores by mid-May.
Mr Jo refused to disclose the company’s business target in Thailand yet, claiming Samsung is now dominating the TV market and ranks first in terms of market share.
“We hope to gain more market share in the premium segment, which accounts for about 10% of total TV sales,” he said.
Samsung also launched Frame TV, which allows flat TV screens to be picture or art displays when turned off.
The Frame, which comes in a few colours, will become available in Europe in the next few months and globally after that.
Custom frames can be made by users through the Samsung lifestyle app, which will be launched shortly.
“The Frame will be launched in Thailand after QLED TVs,” said Wanna Swuddigul, vice-president and chief marketing officer of Thai Samsung Electronics.
Ms Wanna said Frame TV is Samsung’s attempt to redesign TVs to attract younger customers, who spend less time watching TV every year due to increasing focus and popularity of other devices.
“We are aiming to redefine television in the age of smartphones and tablets, and we have tried to make TVs function as more than just a TV,” she said.
Samsung has not yet revealed The Frame’s availability and prices.
Earlier this year, LG Electronics, another South Korean electronics giant, launched a top-notch organic light-emitting diode technology OLED TV W series, which will be available in from the second quarter of 2017.
Both QLED and OLED technology are focused on inventing new technology that can provide better colour and picture quality on TV screens.