Samsung Electronics and LG Display have expanded their mutually beneficial partnership to include 77-inch organic light-emitting diode (OLED) TV panels shortly after the release of Samsung’s 83-inch OLED TV models from LG Display. Samsung’s alliance with LG strengthens amid a patent dispute between Samsung and Chinese OLED display maker BOE.
Samsung recently completed the certification of its 77-inch OLED TV, the KQ77SC89A, equipped with a LG Display panel. Samsung previously held a compliance registration for an 83-inch OLED TV based on an LG Display panel. The two companies solidified their alliance just two months after the delivery of the first batch of panels.
Note that the 77-inch version of the KQ77SC90A OLED TV released in March this year uses Samsung’s Quantum Dot OLED (QD-OLED). An insider reported that Samsung Electronics used its own panels in 77-inch TV models, but then was forced to purchase displays from LG due to a shortage of their panels. It is reported that shipments from LG Display are relatively small, but in any case, this is a positive signal for LG Display.
The alliance between Samsung and LG Display is expected to grow stronger in the future. China’s largest display maker, BOE, recently sued Samsung Display and Samsung Electronics for patent infringement. Many analysts view the lawsuit as part of the battle for the OLED display market. BOE aims to overtake Samsung Display to become the market leader in OLED displays.
According to research firm DSCC, Samsung Display has led the global OLED display market in terms of shipments over the past four quarters with a 47% share. In second place is BOE (21%), in third is LG Display (11%). Samsung Electronics is considering cutting panel purchases from BOE in favor of LG Display and SDP, a subsidiary of Sharp. As a result, LG Display’s share of Samsung TVs could rise from 7 percent to 17 percent. In monetary terms, based on prices in July 2023, this figure will exceed 1 trillion won ($780 million).
