Document Type


Publication Date

Winter 2012


Charles Weber

Course Title

Technology Marketing

Course Number

ETM 555


Flat panel displays -- Marketing -- Planning, Television -- Technological innovations, Samsung Electronics Company


The evolution of television has substantially evolved within the last 2 decades to introduce revolutionary modern technology seen in Plasma, LCD, and LED backlight TV. The changes of television technology will offer thinner, clearer, brighter TV, and reduce energy consumption. After a brief transition of corporate strategy, Samsung has grown into the market as the leading innovative television manufacturer and currently holds 97% market share of AMOLED (Active Matrix OLED) currently seen in mobile devices.

In January of 2012, Samsung introduced a high definition 55 inch prototype OLED TV at the Consumer Electronics Show (CES) that seemingly will revolutionize the television in performance and in design. Samsung OLED TV entering in the market early as in the late 2012 will open a new market to the television industry that will appeal to the early adopters.

This report is a study of the new Samsung 55 inch OLED TV which introduces the technology of OLED, the market segment, and will forecast the OLED TV market. With innovation of OLED technology, the television will significantly change in improving clarity and performance, and also cut the thinness and weight in half, while implementing interactive and smart technology that will optimize the consumer's television experience.


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