Sony is widely rumoured to be about to launch an OLED-based TV range at CES, based on panels purchased from LG Display. There have also been reports that Panasonic may also be planning to re-enter the US market with OLED TVs.
The most credible source is Barry Young of the OLED Association and occasional contributor to Display Daily, who is reported by Forbes.com as saying that Sony would have 55″ and 65″ sets starting in Q3 next year, with supply of panels from LGD in Q2. He is quoted as saying that the target is 80,000 55″ sets and 120,000 65″ sets and that they would sell at $1,999 for the 55″ and $2,999 for the 65″.
Separately, OLEDNet reported on a talk from Lee Woo-keun, a senior researcher at LG Economic Research Institute that included a quote that “LG is leading the OLED TV market in the premium TV market ahead of next year’s CES, but we will have to keep an eye on the impact of Sony’s joining”.
The ET Times reports some tension between LG Electronics, which is building its brand in the premium segment against Sony’s sets, and is disappointed that LG Display is supplying these Japanese brands.
Analyst Comment
Sony has previously worked with Panasonic on an OLED TV JV and, of course, was the first company to ship a small OLED TV in 2007 and also showed a 27″ prototype at CES in that year. It has also been supplying OLEDs to the professional market. So, we know Sony likes OLEDs. We also know that it understands the challenges of making them.
Although I have heard a number of analysts and display specialists who think that the top of the range Sony TVs are as good as any LCD TVs ever made, LG does seem to be winning a place as the enthusiast’s favourite brand, helped by the comments from testers such as Ray Soneira at DisplayMate. That must be a concern for Sony.
The pricing quoted in the Forbes article is perhaps the most surprising point. It’s hard to believe that LG thinks it can sell at the same price as Sony, so it would suggest that the pricing for OLED TVs might come down significantly next year, which is bound to drive volume. (BR)
We took this picture of a Sony 4K OLED TV at CES in 2013. Image:Meko
