SAMSUNG television, tv sets, lcd/led/plasma products
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2009-05-19 Samsung Says New LED TV Models Will Secure Its Lead In The Market
A senior official at Samsung Electronics, the world's top TV brand, stated that the company aims to outperform the overall flat-panel television market's growth this year with the release of its newly launched LED models, Reuters reported.
Sue Shim, senior vice president in charge of sales and marketing at Samsung's Visual Display division, said although 2009 won't be an easy year, the company plans to maintain market leadership with new products like the LED TV.
"Our market share will go up," she said.
Samsung had 19 percent of the global liquid crystal display (LCD) TV market in the first quarter.
Shim told the Reuters Global Technology Summit in Seoul that the downturn in the market doesn't seem as severe as expected and the company was able to outperform the market's growth in the first quarter.
Samsung is maintaining its sales target for LCD TV sets set in 2009 at 22 million, up 10 percent from 2008, according to a spokeswoman for the company.
But Shim acknowledged that target was below DisplaySearch's forecast of a 15 percent growth in the global LCD TV market.
“Samsung will strive to post higher growth and expand market share,” she said, adding the company had several sets of targets, including a best-case scenario.
Japan's Sony, home rival LG Electronics and Amtran's Vizio brand are Samsung’s biggest competitors.
The flat-screen TV segment has performed strongly despite the global economic downturn, which has sapped consumer demand for most other types of electronics. Shim, who worked as a marketing veteran for Procter & Gamble for 17 years before joining Samsung in 2006, said people are giving up eating out and traveling in the midst of the downturn and are instead putting more emphasis on activities inside their homes.
The latest LCD television models using light-emitting diodes (LED) as light source rather than the bulkier and less energy-efficient cold cathode fluorescent lamps (CCFLs), have been a key figure in future growth and market leadership for Samsung.
Shim said the LED TV has a vivid picture quality, a slim design and is eco-friendly. “It saves about 40 percent of energy when compared to a traditional LCD TV of the same size,” she added. She claims that four years of using an LED television would equal to costs savings comparable to the price of a 30-inch-grade LCD model. Since the first models were launched in March, the company has shipped 200,000 units to retailers in the last six weeks.
The company said DisplaySearch expects LED TV sales to reach 32.4 million units in 2015, up from estimates of 2 million in 2009 and 7.3 million in 2010.
However, price will surely be a factor in sales, as LED sets can be as much as $700 more than a traditional LCD model of the same size.
Shim said the entire market would eventually shift to LED.
“LED is the best television technology made available so far.”
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