Recently, South Korean consumer electronics giants Samsung and LG have been sent to “hot searches” for display technology. The main reason is that LG announced the launch of QNED TV, which is the same name as the next-generation TV display technology that Samsung has been developing and using.
But the problem is that LG succeeded in registering its trademark first and became the “legal person” of this title. In the eyes of industry insiders, this matter may become a roadblock to the future development of Samsung’s QNED technology and related display products.
It is understood that it is not the first time that two South Korean companies have diverged on the definition of the same technology name. Behind the QNED technology’s scoring is the competition between Samsung and LG on the level of technology research and development.
According to relevant industry insiders, LG seems to have come prepared and moved quickly. Recently, it has begun to apply for QNED trademark rights in Australia, South Korea, the United States and Europe.
If LG successfully applies for trademarks in the above-mentioned countries, it will have a great impact on Samsung’s QNED technology development and production and the pace of advancement. Samsung is suing the court, and both parties are likely to go to court again in the beginning of 2021.
Why does QNED let Samsung and LG compete?
Earlier, South Korean media reported that Samsung Display has announced that it will gradually stop the production of LCD screen materials and switch to the new panel technology QNED, and the company has decided to invest US$11 billion in mass production of the new material QNED by 2025.
What exactly is QNED technology and what are the highlights that attract Samsung and LG?
It is understood that Samsung’s “QNED” is a display technology that uses nano-inorganic GaN as the light source, which is completely different from the traditional liquid crystal display principle. QNED technology can provide better picture contrast, higher brightness levels and faster response time.
LG’s “QNED” stands for Quantum Nanocell Emitting Diode. Although “Q” is used, it is not a real quantum dot luminescent material, but a quantum dot film is applied to the filter.
And “N” is not the real light source of Nano LED, but refers to the high-end LCD TV brand line “NanoCell” launched by LG in early 2020.
From a technical point of view, LG’s QNED TV is essentially still an LCD TV based on Mini LED backlight and QD filter.
According to data, it took Samsung Display four years to develop QNED technology. The concept of QNED was also proposed by Samsung Display. It is intended to replace QLED technology as a next-generation display technology route, but it has not been promoted.
According to UBI Research’s previous forecast data, Samsung Displa may officially start producing QNED panels in the second quarter of 2021, with monthly output expected to reach 30,000.
The author found that Samsung and LG’s QNED technology are obviously different, but the names are the same. Although they can improve the display quality, each has its own advantages.
However, from a commercial perspective, choosing trademarks to cut into intellectual property is actually more in line with the nature of enterprise development, because after preemptive registration, there is more voice, and usually only massive technical support and user base can promote a business model.
Judging from the definition of QNED, the difference between Samsung and LG lies in whether it comes from the lighting aspect. The war of words triggered by QNED technology is essentially a dispute between two South Korean companies for the right to speak in the future of display technology.
According to industry insiders, if Samsung’s QNED-based TVs are commercialized, they will pose a major threat to LG.
However, it is difficult to infer that the commercialization of QNED is too early because of the high production cost of MicroLED. “Occupying the pit” in advance is not a bad thing for LG, it is a better move than Samsung.
Can QNED shake the position of OLED?
The secret battle between Samsung and LG in the display industry technology will affect many spectators off the court in the future. They will be affected by the battle, or invest heavily to gain space, or invest in technology and wisdom to seek time.
However, there are also some doubts that both Samsung and LG have developed QNED on the basis of OLED technology, will it shake the status of OLED?
From a technical point of view, current LCD screens cannot emit light, and LCDs can emit light after using quantum dot technology. QNED technology is expected to have more outstanding contrast, higher brightness levels, faster response time and longer Longevity and other advantages. Therefore, Samsung is so optimistic about it.
In the past, quantum dot technology and OLED technology were considered the two major directions of screen development. These two technologies have brought together many color TV brands. Just like the battle between plasma screens and LCD screens, whoever wins is the future direction. , Whoever loses will fall in despair.
In terms of display technology research and development, Samsung and LG have their own advantages. Samsung has a very strong technical reserve on OLED, but Samsung did not place all bets on OLED, but chose to diversify the risk.
For example, quantum dot technology and QNED technology, regardless of which technology will be the industry leader in the future, Samsung can continue to develop well in the panel industry.
LG has invested more in OLED technology. From the perspective of the development of technology, it is almost relying on its own efforts to successfully promote OLED technology to the world.
Although the TV products on the market are mainly LCD TVs, we can see OLED TVs on e-commerce or offline platforms.
Although market demand for OLED TV panels is still small, 19 TV manufacturers plan to launch OLED TVs, of which LG Electronics’ demand accounts for 60% and Sony accounts for 20%. The demand from the other 17 manufacturers is small. However, OLED TVs are already “forwarding” on the road to popularization.
Although QNED technology is hot and is one of the future development directions of the display industry, from the perspective of mass production and technology R&D and promotion, it will take a long time for the product to reach popularization, and it cannot shake the status of OLED temporarily.
However, domestic panel manufacturers may wish to follow the development trend of the industry and deploy QNED display technology in order to meet the unexpected needs of the industry’s popular QNED TVs in the future.
According to analysis by relevant industry insiders, it can be seen from the QNED technology dispute that the emergence of new technologies may invisibly reshuffle the display industry.
With the continuous improvement of display technology, a variety of functions will be integrated on the display screen in the future, including touch, biometrics (fingerprints, palmprints and veins), and optical scanning, etc. This also means that a screen can accommodate multiple functions. The display factory is likely to become the leader of the future high-tech industry.