From car building to QD-OLED TVs: Sony's initiative

Since Samsung released QD-OLED display technology, the industry has no doubt that Samsung will become the first launcher of QD-OLED TVs, but just before the CES exhibition kicked off, it was Sony that became the vanguard of QD-OLED TVs.

At the 2022 Global New Product Launch Conference held online on January 4, Sony Picture Truth Series 8K Mini LED TV Z9K, 4K Mini LED TV X95K, Picture Truth Series A95K with QD-OLED panel, 4K OLED TV A80K and 4K full-array backlit LCD TV X90K became the first QD-OLED TV in the world.

At the CES exhibition held later, Samsung's first QD-OLED TV was "late in coming", but the melancholy SAMSUNG 65" QD-DISPLAY TV has officially won the award and won the CES 2022 Innovative Product Award, so it still has a high degree of attention.

In fact, compared with the world's first QD-OLED TV product launched by Sony itself, why Sony wants to be the first starter is more worthy of consideration. But combined with the news that Sony officially announced the car not long ago, this reason is not difficult to guess.

It turned out that before the launch of CES, Kenichiro Yoshida, chairman and president of Sony Group, announced that he would establish a new company for pure electric vehicles and officially discuss entering the field of electric vehicles. To further accelerate development and make new recommendations for evolving the mobility experience, Sony will launch a company called Sony Mobility Inc. in the first quarter of 2022. of operating companies, through this move to explore the possibility of entering the electric vehicle market.

From car manufacturing to QD-OLED TVs, it can be clearly seen that Sony's transformation - in the past, Sony's strategy was based on stability and strong scientific and technological strength to achieve late-starters, but in the rapidly changing market, although such a strategy can maintain its own brand essence and a stable user base, it is also easy to miss some window of opportunity that needs to be preempted. For example, in the last color TV display technology cycle, the Japanese brand Sony, which was once classified as the overlord of the jianghu, was overtaken by two Korean brands Samsung and LG, and respectively, he was in charge of the camp of quantum dot TV and OLED TV, although sony was later also honored as the guest of honor of the OLED TV camp, but the heart may still miss the old scenery!

Time has turned again, and it has reached the historical node of a new generation of display technology generation, QD-OLED, printed OLED, microLED, miniLED, QLED and other technology groups are brilliant, each display technology and the corresponding color TV products have the opportunity to shine in the future, and Sony also decided to preemptively release QD-OLED TV. Linked to the entry of the car, it is not difficult to imagine that Sony is now actively seeking change, and the first QD-OLED TV is also the performance of its transformation into an active strategy and seeking the pioneer status of color TV innovation.

For Sony to preempt the release of QD-OLED TVs in front of Samsung, the industry also has different speculations: some voices believe that Samsung and Sony should have reached some kind of tacit understanding, so that Sony first launched QD-OLED TVs, using the value of its own brand to prove the weight of the QD-OLED TV camp, and some voices believe that Sony preemptively released QD-OLED TVs is to show its determination to show its color TV strength. Combined with the "car-making" news, the two possibilities are both, and the proportion of the latter may be greater.

Intriguingly, some industry experts pointed out that Samsung as the initiator of QD-OLED technology, the launch of QD-OLED TV without Samsung's instructions is unimaginable, so in this matter, it is difficult to send Samsung to exert influence, so it seems that the future development route of QD-OLED TV may be like the beginning of this time, showing a radical posture, and Sony will show what kind of gorgeous transformation, but also worth people look forward to.