Samsung launched 40 inch LED backlit LCD TV

Short-term market reaction test long-term brand image

Samsung Electronics (Samsung Electronics) plans to launch in September 2006 40 inch LED backlight LCD TV (LCD TV), the listing price set at $3000, if the LED backlight module cost calculation, Samsung may not in the products get much profit, but Samsung is after 2 years ago, Sony launched LED backlight LCD TV and other leading industry the first launch of LED backlight LCD TV products. The first purpose is to test the market reaction, but the long term, Samsung intends through this product, and further enhance the brand image.

Samsung 40 inch LED backlight LCD TV price is high but not high price

Samsung is not the first to market vendors 40 inch LED backlight LCD TV products launched in early November 2004, Sony has been listed type "Qualia 005" 40 inch and 46 inch LCD TV LED backlight, LED backlight module design was still not mature, such as the Sony LED backlight module thickness up to 10 cm, 40 inches and 46 inch power consumption were as high as 470W and 550W, and the 5 to the 6 fan and the heat pipe cooling, plus 40 inch and 46 inch high listing price of 840 thousand yen (about $7304) and 1 million 100 thousand yen (about $9565), because of poor sales.

The first listed Samsung 40 inch LED backlight LCD TV for $3000 in Europe, Samsung 40 inch CCFL backlight LCD TV brands selling Bordeaux in Europe with an average price of 1774 euros (about $2278), the difference between the 2 $722. Although Samsung set a price higher than the CCFL backlight LCD TV is about 1/3, but compared to the end of Sony by the introduction of Qualia 00540 inch and 46 inch LED backlight LCD TV is much lower. Because Samsung set the price is more in line with the scope of the market can accept, and LED backlight module is more than 2 years ago, a lot of performance, it is expected that the future sales situation will be different from the results of Sony.

Although Samsung did not disclose the details of the LED backlight module will launch a 40 inch LCD TV in September, but after 2 years of technical improvement of the LED camp, at least initially launched with Sony LED backlight module thick, high calorie image has been different, so Samsung in September listed LED backlight LCD TV market, is also regarded as a test water temperature a method.

Samsung set the price of $3000, although higher than the general CCFL models, in fact, only reflect the cost of components, in this type of profit is not high. Estimated in the second half of 2006, 40 inch LED backlight module average price of about $610, CCFL about $200, a difference of more than 2 times more than 3. If only to back light, if the use of low power LED, 40 inch LCD TV to use a number of about 2660, with a single 0.12 dollars, the total cost of LED backlight is $320; relative, CCFL uses tube number 22 roots, $1.9, the total cost of CCFL light source for $42. As a result, Samsung's $3000 pricing also reflects only the cost.

Perhaps the general consumers do not understand the difference between LED and CCFL backlight module cost, so LED as LCD TV backlight with the advantages of long service life, fast starting, high contrast, high color saturation, quality performance is better than that of CCFL backlight LCD TV, Samsung will be the reservation in the high end products. Sony BRAVIA highest rating X series, the use of high color saturation CCFL, the current 40 inch LCD TV priced at about $3400, so the high-end LCD TV products priced at $3000 may be acceptable to consumers.

Samsung launched a small initial reason

Samsung 40 inch LED backlight LCD TV early goal will only sell hundreds of units, in addition to the first test market water temperature, but also to consider the following factors.

Because of the CCFL backlight module accounted for more than 32 inch LCD panel TV with high cost more than 30%, with LCD panel material costs accounted for the largest proportion of components in TV, LCD panel prices continue to decline, the backlight module facing the request to reduce the price pressure will be greater, so the LED backlight is widely used in the short term the possibility is not high.

Moreover, the current supply and demand situation at the end of 2005 CCFL if not tight, LED early instead of CCFL process than the previous estimate of fear, because compared to CCFL and other back light source, with low cost and high reliability of product characteristics, the next few years as the main CCFL LCD TV backlight status will not change.

CCFL backlight module has substantially reduced cost in the future space approach is to reduce the number of CCFL root, the development of advanced materials in order to reduce the number of optical film chip, CCFL backlight module may decline if the cost of the LED backlight module is significant, but at least can reduce LED and CCFL reduced the amplitude of the backlight module spreads.

In addition, CCFL camp recently due to the pressure of the LED camp has different practices. The launch of LED backlight LCD TV at Samsung, Samsung CCFL the largest supplier of Kumho Electric in the second half of 2006 to launch a high color saturation and dynamic performance of the screen CCFL, good HCFL, used in Samsung popular brand Bordeaux above; similarly, LG PHILPS (LG. Philips LCD; LPL CCFL) Wooree ETI and heesung electronic manufacturers a lot the production of CCFL is cost competitive with the EEFL, the CCFL development of other light sources also delay action, LED market expansion process.

In addition, LED for the TFT LCD display backlight evolution has become obvious, the first stage before the small size of a large number of LED backlight, LED backlight has been fully used in 2005 3.5 inch small size; 7 inch LCD panel by using only 20 white LED, so the price is only slightly higher than the CCFL light source of the liquid crystal display, estimated in 2006 the proportion of is expected to reach more than 30%. The second stage for NB products, the use of white LED backlight source will be increased significantly in 2007, although the current NB LED NB