Figure 1 - LG 65" Wallpaper TV As we noted on Monday, we expected LG (066570.KS) to announce a ‘wallpaper’ OLED TV line at CES this year, which they did (OLED65W7P & OLED77W7P). The set is 2.57” thick and mounts to the wall with a magnetic bracket that is only 4mm thick, ‘blending’ (their words) the TV into the wall. The “W” models (the promo states the W is for wallpaper, window, and ‘wow’) is thinner than the signage model we discussed on Monday, at 2.57mm (just over 1/10th of an inch) and will be available in 65” and 77” models. Demos of the 65” product will be available in a few Best Buy stores, while the set itself (65”), which will list for $7,999.99 can be pre-ordered, although no delivery date has been set. This is the same price as the current ‘non-wallpaper’ model, so we can assume that when the new 77” wallpaper model becomes available, it will be priced at $19,999.99, although currently, no 77” model is listed on the Best Buy site.
LG again demoed its ‘rollable’ OLED display, which can be rolled into a tube and carried, but indicated that the technology was not ready for mass production, and a ‘foldable’ version would use different materials as a substrate.
LG’s new ‘regular’ TV line is focused on ‘Nano Cell’ technology, which, without a more detailed description, seems to be a more structured quantum dot, likely with both better process control, which allows for a more uniform particle size (which makes for more precise color control), and an updated particle shell structure, but we reserve judgment until details are available. Given that the new TV line is said to be 25% brighter than the previous line, we would expect that better light extraction films are also being used in conjunction with the enhanced materials. LG also demoed a system that incorporates the sound producing system directly in the display screen, which, when fully developed, would change another aspect of consumer viewing habits by eliminating those nasty speakers or sound bars that the wife always complains about.
All in, LG has pushed the TV envelope with its OLED ‘wallpaper’ line, and while the battle between Samsung (005930.KS) and LG over which technology (Samsung’s quantum dot and LG’s OLED) is better, LG has stepped up its game by competing both at the technology level, and at the ‘physical’ level, by using OLED technology to create TV displays that would be almost impossible to recreate using LCD display structures. Whether consumers are willing to pay a premium for these features is still an unanswered question, but LG has certainly laid down the gauntlet.
LG again demoed its ‘rollable’ OLED display, which can be rolled into a tube and carried, but indicated that the technology was not ready for mass production, and a ‘foldable’ version would use different materials as a substrate.
LG’s new ‘regular’ TV line is focused on ‘Nano Cell’ technology, which, without a more detailed description, seems to be a more structured quantum dot, likely with both better process control, which allows for a more uniform particle size (which makes for more precise color control), and an updated particle shell structure, but we reserve judgment until details are available. Given that the new TV line is said to be 25% brighter than the previous line, we would expect that better light extraction films are also being used in conjunction with the enhanced materials. LG also demoed a system that incorporates the sound producing system directly in the display screen, which, when fully developed, would change another aspect of consumer viewing habits by eliminating those nasty speakers or sound bars that the wife always complains about.
All in, LG has pushed the TV envelope with its OLED ‘wallpaper’ line, and while the battle between Samsung (005930.KS) and LG over which technology (Samsung’s quantum dot and LG’s OLED) is better, LG has stepped up its game by competing both at the technology level, and at the ‘physical’ level, by using OLED technology to create TV displays that would be almost impossible to recreate using LCD display structures. Whether consumers are willing to pay a premium for these features is still an unanswered question, but LG has certainly laid down the gauntlet.
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