Why fight for high-end? 2017 OLED TV three conjecture

In 2016, OLED TVs have experienced a period of rapid development. According to Ove Cloud Network data, OLED organic TV in the Chinese market will maintain a 400% growth rate in 2016 and 2017. The research institution INS also pointed out that in 2018, the global market share of OLED TVs in China will stabilize at around 20%, and China will become the world’s largest OLED market. This year, various corporate brands will continue to lay out and deepen their efforts in the OLED field, which is expected to usher in a huge shift in OLED TVs.

Technology is fully upgraded and the picture is more tolerant

The screen performance is always the topic of TV. To further occupy the high-end market and improve the market competitiveness, OLED is brewing a comprehensive upgrade from the screen technology to the chip technology. Resolution, color gamut, and contrast are the three high-end televisions. In 2016, HDR technology and OLED's powerful forces collided with stunning screen effects. This year, on the basis of OLED superior materials, the screen technology and quality are also Will gradually increase. Among them, it is expected that the highlighting standard will increase by 25%, and the DCI-P3 wide color gamut standard in the “digital cinema industry color gamut” will also slightly increase, which will almost completely match the image content and the screen performance.

With respect to the proliferation of filters and the pursuit of dynamic images that impact more visual effects, the audience is more demanding of static images and pursues more natural and realistic and non-destructive performance. For this reason, TV manufacturers have sought a breakthrough point in camera technology. Sony has always been eyeing Nikon's camera department and has frequently expressed its intention to purchase. Compared with acquisitions, the Active Dynamics-Dinging (D-Lighting) application, which was originally applied to the SLR camera's image dynamic range, was introduced into the OLED large screen to be more worth looking forward to in the coming year. This kind of technology will help the TV show more natural and outstanding still photos.

Related to the screen performance is not only the screen technology, but also chip computing capabilities. Compared with the rapidly improving picture technology, the chip development is obviously somewhat slow. In 2017, the ability to drive chips and screens will also accelerate development to keep pace with the development of OLED screen technology.

Maintaining high-end positioning at the same time part of ushered in price cuts

Affected by the relationship between supply and demand, the lowest price of a 55-inch OLED TV in 2016 was located at 1,800 US dollars, and domestically, it was in a sideways position near 12,000 yuan. The audience is still located at high-end consumers. On the whole, large-size OLED TVs with a size of 65 inches and above, which are greatly affected by supply and demand, will still maintain the highest-end positioning. The 77-inch super-size TV will still exist in the form of strategic products.

However, with the full resolution of the yield and longevity that will be faced in mass production today, the large-size OLED TVs headed by 55-inch will be looking for market fulcrums in May-June 2017. It is expected that by the end of 2017, it will be in the e-commerce revelry. At the end of the year and the end of the year, there will be the possibility of price cuts. At that time, the lowest price of OLED TVs is expected to drop to around 10,000 yuan.

In terms of sound effects, Dolby Atmos technology has been rapidly promoted in recent years. As of December 8 last year, Dolby Atmos has been installed on 2000 cinema screens and 500 Dolby Atmos sounds have been used. The movie has been released. High-end TVs that closely monitor the configuration of cinemas are also increasingly eager to try. At present, Sony, LG and other brands have launched Dolby PA products. In the next year, Dolby PA will also be used to maintain OLED TVs. High-end positioning becomes the high-end standard for OLED TVs.

New peach old TV sequence reshuffle

In 2017, the OLED TV sequence will also be reshuffled, and new sequence changes will be more in line with the original characteristics of OLED. Due to the nature of OLEDs, the OLED itself has an ultra-wide viewing angle characteristic. Under this characteristic, the curved surface setting that emphasizes the wide-view angle is a bit of an extra step for OLED. The 2017 surface version of the OLED TV will flow as a demonstration product and become an outspoken version.

At the same time, OLED TVs with more OLED ultra-thin and flexible characteristics will be added to the OLED sequence, with LG displaying 2.57mm ultra-thin OLED TVs at CES 2017 and Skyworth revealing at the 2016 China OLED Display Industry Summit. It will launch ultra-thin and bendable "wallpaper TV" in 2017, and the wallpaper TV will become the highest-priced strategic product in OLED TVs.

In the additional functions of OLED TVs, 3D TVs that gradually become tasteless as the consumer's coolness and lack of TV content will no longer appear on the 2017 OLED TV series. At present, the VR technology is fierce. In recent CES exhibitions that are of interest to the industry, VR and AR products have become prominent, and brands will also tend to seek to land on AR or VR.

Overall, in 2017, OLED will be more mature in technology, and it is expected to introduce new technologies while upgrading its own products to create a more perfect viewing experience and the absolute competitiveness of the high-end market. If consumers index by price, waiting for a marked price cut in 2017 may be disappointing. However, if the price is more tolerable, at the end of 2017, the new and upgraded version of the OLED TV is worth looking forward to.

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