Samsung and LG are locked in a fierce battle to dominate the display market.

Samsung Electronics announced on the 22nd that its Neo QLED 4K and QLED 4K TV models met the European Telecommunication Standards Institute (ETSI)'s 'Consumer IoT Device Security' standard and received security certification from the German testing and certification body TÜV SÜD.

The Consumer IoT Device Security Standard is a certification established to protect consumers from hacking and other threats that may arise from various IoT devices. Samsung Smart TVs are confident that they can protect consumers from cybersecurity risks and exposure.

The 2022 Samsung Smart TV received 'RNIB Tried and Tested Accreditation' from the Royal National Institute of Blind People (RNIB) on the 15th.

LG Electronics' OLED TV market share reached 17% in Q3.

LG Electronics announced that it is on the verge of achieving its tenth consecutive year of leadership in OLED TV sales. LG, which dominates the premium TV market with its leading picture quality and design, expressed expectations that cumulative shipments of LG OLED TVs will exceed 15 million units within the year.

According to Omdia, LG OLED TVs have surpassed 14 million units in cumulative shipments since their initial launch in 2013 through the third quarter of this year. From the first quarter to the third quarter of this year, LG Electronics' total TV shipments, including OLED and LCD, reached 17,131,300 units. OLED TVs accounted for 2,545,200 of these units. As of the third quarter, LG Electronics' market share (value) stood at 17%.

Meanwhile, LG Electronics has been recognized in the global TV market, having been selected as the 'Best TV Brand 2022' for seven consecutive years by Australia's leading consumer media 'CHOICE'.

■ Omdia, a green light for display demand in 2023? Samsung's next move

Samsung uses a blue backlight and places a quantum dot layer between the backlight and the LCD layer. QD-OLED uses blue as a light source, and then layers red and green QD color filters on top of it to reproduce color. Samsung claims that this method allows for more vivid and accurate colors.

OLED stands for Organic Light-Emitting Diode, which uses color pixels to display images on the screen. This eliminates the need for a backlight and supplies power only to the pixels that need it, eliminating the need for LED backlighting. While OLED boasts high color accuracy and an infinite contrast ratio, it suffers from brightness issues and a susceptibility to burn-in. Burn-in occurs when a fixed screen on an OLED panel is left on for extended periods, resulting in partial loss of color or residual images.

Meanwhile, Samsung is staking its life on entering the QD-OLED display market, while also keeping a close eye on raw material prices and market conditions.

On the 23rd, Samsung Electronics unveiled its OLED gaming monitor 'Odyssey OLED G8' for the first time at G-Star 2022, following its previous overseas release.

Samsung introduced the 'Odyssey OLED G8' as a device that uses quantum dot technology to deliver the highest level of graphic quality possible with an OLED panel. Specialized OLED technology supports a near-real-time refresh rate of 175Hz and a response speed of 0.1ms (GtG).

Meanwhile, Samsung's QD-OLED TV production has become lukewarm. With LCD panel prices plummeting due to oversupply and inventory buildup, the burden of raw materials for its flagship QLED product has eased. Samsung Display announced that while it has raised its QD-OLED yield to 85%, its monthly production volume remains at only 30,000 units.

Furthermore, strengthening environmental regulations in Europe have posed a risk to sales of QD-OLED TVs. Samsung Electronics' 4K QD-OLED TVs, following 8K TVs, are expected to face difficulties in sales starting in March, as they fail to meet the strengthened European energy efficiency standards.

Meanwhile, due to the global economic downturn, display demand this year was predicted to experience the first-ever negative growth, but Omdia recently released a mid- to long-term display demand forecast report, predicting that display area demand in 2023 will increase by 6.2% year-on-year.

With display demand projected to return to normal levels by the second half of 2023, attention is focused on Samsung's future plans.