OLED TV in 2012

Korean-based Samsung Electronics and LG Electronics have set low shipment goals for OLED TVs in 2012 because of high prices caused by manufacturing challenges and expensive materials, according to industry sources.

Samsung has set a goal of 200,000 OLED TV panels from its in-house produciton in 2012, while LG expects to source 50,000 OLED TV panels from LG Display (LGD), down from the previous target of 100,000 units, the sources said.

Market researcher IHS iSuppli has estimated that gloabal OLED TV shipments will be approximately 34,000 units this year. Global shipments of the sets are estimated to be limited during the next few years due to the prices remaining dramatically higher than those of LCD TVs, IHS said.

A 55-inch OLED TV will be priced at US$8,000 in 2012, according to many industry sources; however, AU Optronics (AUO) president Paul Peng has indicated that the price tag will most likely be as high as US$10,000, which will only appeal to a small market.

A US$8-10,000 price tag for 55-inch OLED TVs is more than twice the US$3,700 average expense for an equivalent LCD TV.

Samsung’s 55-inch ES9500 will use a series of native red, green, and blue subpixel OLEDs to create a picture, while LG’s 55-inch EM9600 uses white OLEDs (WOLED) overlaid by red, green, and blue filters in addition to a fourth, filter-free white OLED subpixel.

Sources added that there will be a lot of promotion of the TVs throughout the Summer Olympics and that sales will most likely begin in South Korea and later in European and North American markets.