Things are heating up between the entities Samsung Display and Samsung Electronics (and more specifically Samsung Visual Display), respectively in charge of the LCD and OLED screen manufacturing brand, and the marketing of consumer electronics. And even if these two divisions are attached to the Samsung Group holding company (in the end, everything falls into the same pocket), for reasons of internal profitability, they engage in a real commercial war in order to preserve/increase their margin.
QD Oled/QD-Display TV Panels $100 too expensive…
According to the latest information obtained by our colleagues from the Korean online daily The Elec, the Samsung Visual Display division would require Samsung Display to reduce the price of $100 on each QD Oled/QD-Display panel in order to pay a price equivalent to that obtained from LG Display for its Woled (White Oled) panels. As a reminder, Samsung plans to market approximately 1.5 million Woled TVs in the second half of 2022, while the marketing of QD Oled/QD-Display TVs was planned from the spring with a target of 500,000 units by December 31, 2022. (see our news LG Display Oled TV panels at Samsung? The return of the rumor and CES 22 > Samsung 2022 Ultra HD 4K/8K TV, 13 Mini LED, QLED and Oled series on the menu).
In view of the disagreement between Samsung Visual Display and Samsung Display, the marketing of Samsung QD Oled/QD-Display TVs would have already been delayed for a launch now envisaged, in the best case at the very end of spring (end of June), this summer or the start of the school year . In the worst case, the marketing of these televisions would be purely and simply postponed to 2023. In this situation, what about the launch of Woled TVs? Also maintained or shifted?
Pricing misunderstanding behind the absence of Samsung QS95B TVs at CES 2022?
Short…. it seems that the disaffection of the media at the CES show in Las Vegas 2022, and therefore of the interest of consumers for the show and its novelties (argument put forward by the Samsung representatives on site with American colleagues), is not the only reason to explain the absence of presentation of QD Oled/QD-Display Samsung QS95B TVs. The pricing misunderstanding between Samsung Display and Samsung Visual Display, irremediably causing delays in the release schedule for Samsung QD Oled/QD-Display TVs, is certainly not unrelated to this.
Lee Jae-yong, heir to the maneuver group
Resolving this internal crisis falls to Lee Jae-yong, vice president of Samsung Electronics and head of the entire Samsung business group (as well as being the heir to the founding family of the group). With his position and his ancestry, favorable to QD Oled / QD-Display TV technology, there is little doubt that Lee Jae-yong will manage to seal an agreement between the two firms, it will just have been longer to finalize.
