Entry-Level is Important to LG Display

LG’s new entry-level DOOH displays shown at DSE 2015 offer basic functionality at $1,000 range pricingLG Display was at ISE in full force, and we covered much of that company’s offering in our ISE show report. Here at DSE, though, LG Display’s US group announced its newest entry-level SE3B business display, with a new price point and feature set that is intended to capture the growing retail and commercial customer looking to move into the DOOH space – so says Karl Jackson of LG USA, who emphasised that while this display lacks many higher-end capabilities, it still offers the option to tile, distribute content via Wi-Fi network and supports USB content scheduling and playback at an attractive price point.

For example, the new 55″ (SE3B55) boasts a $1,260 price point, with a (relatively) thin bezel (11.9mm) for an entry-level set. It can also easily tile with conventional mounting solutions, Jackson said. That compares to $2,200 to $2,300 for the higher-end 49LS75A, with a 7.4mm bezel (plus a host of features for high-end DOOH operation).

Other video wall versions from LG include a 3.5mm bezel-to-bezel thin solution that virtually disappears at larger viewing distances, Jackson said.

The SE3B series ranges from 32″ to 65″ sizes, and is shipped with a basic software package that will render basic content even in tiled mode. Jackson emphasised that any complex content feeds are best handled by third party vendors. “We’re seeing the market for digital panels grow significantly at the entry-level, as retailers and commercial venues begin to see the value of moving to a true business monitor”, he said.

Highlights of the new entry-level series for LG include an IP5X dust proof certification that uses a plastic coating over the electronics protecting from dust and smoke particulate matter; Wi-Fi content and control connectivity; plus two USB ports and SNMP (simple network management protocol) support.

Analyst Comment

At ISE, one of the major vendors told us that although it had super narrow bezel technology for video walls, the performance of the slightly wider bezels is better and pricing is better, so sales of the wider ones is well ahead of the slimmest panels. (BR)