What LG does is OLED screen, what Sony does is OLED TV

At the CES 2017 Consumer Electronics Show, the TV category is still one of the most attractive products. The major television brands regard CES as a stage to showcase their flagship products and innovative technologies. They gather here and expect to be able to put themselves in the market. The competitive advantage is fully demonstrated. After all, under the current competitive situation, this low-value-added competitive method, which relied solely on low-cost products, has gradually been abandoned by major companies. It wants to start with the brand's user acceptance. In the final analysis, we must rely on technological innovation to enhance the user experience in order to absorb new growth points of interest. For the television industry, the picture quality can be described as the core competition point, and major manufacturers have also invested heavily in this regard. In particular, the three major international television brands: Sony, LG and Samsung, have launched their own flagships at CES. Model: A1 equipped with Sony's latest picture quality optimization technology, Signature W with OLED screen and Samsung QLED TV Q8C. The increase in R&D costs will naturally lead to a rise in the price, but this does not mean that the product experience will be satisfactory.
Although the surface looks three feet apart, but if the analysis of these three technical solutions, I am afraid that the first out of Samsung QLED is: Frankly, if the technology is still on the LCD era, if there is competition, there are still some Selling point, but if you want to use the technology of the LCD era to confront OLEDs with the so-called "next-generation display technology", there is almost no possibility of victory, because in essence, it is still an LCD TV. The patching of light in the original technology is far from enough. This is also an important reason why QLEDs have been criticized for being outdated. Of course, for Samsung's own marketing purposes, Samsung is still packaging QLEDs into the same technology of the future generations of OLED screens, avoiding the fall of public opinion.
Since QLEDs did not even get tickets for future market competition, then the remaining players will only remain LG solid promoters LG and "technology pioneer" Sony. As we all know, OLED panels are often labeled as “Future Technology Sense” because of their revolutionary inherent advantages such as self-luminous, thin body, and no trailing. Although there were some problems such as low product yield, short service life, and high cost in the early stage of technology development, they have been fundamentally solved under continuous technical improvement and have the ability to be equipped with mature products. However, the reality is that LG and Skyworth, Changhong and other domestic brands are trying to sell OLED TVs, but the final market sales have not seen improvement, quite a bit "injured Zhongyong" means.
In fact, the root cause of LG and other branded markets, Waterloo, is to focus too much on the panel's own upgrades and technological maturity, but on the contrary ignore the real needs of the consumer market. After all, from the perspective of the public, it truly represents the future. It is not a certain kind of display technology, but it can provide consumers with an unprecedented audio-visual experience.
If the light is not described so that readers can feel the same, we might as well return to Las Vegas earlier this year: At CES2017 Sony introduced the new OLED TV A1. Its exquisite designs and black technology spread directly to the technology media. Calling "Sony enters the OLED category as soon as it comes to power", but it is not known that Sony has been accumulating for 10 years in the OLED TV category. In the year of 2007, when CRT TVs still played a leading role and LCD screens were not yet popular, Sony had already launched the world’s first OLED TV through time and space. From this time onwards, Sony started its decade in this field. In-depth study. Although during this decade, Sony has placed more emphasis on the LCD TV category in the civilian market, in terms of commercial applications, Sony has almost monopolized the OLED displays of the movie broadcast and medical industries. This way, the A1 series is more like a return to the king from Sony to professional use. Just as Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, said, "The Sony A1 is already a milestone landmark in OLED TV history.
Next, let's discuss a more profound question: Since the above mentioned that Sony has far exceeded LG's expansion capabilities in the application of OLED, what did Sony do during this decade? Perhaps it would be more appropriate for this question to be answered, that is, not only in the past decade, but since the creation of Sony TV products, the brand has been doing one thing perseverantly, that is, it is constantly focusing on the uniqueness of Sony itself. The image quality optimization technique is iterated to enable it to act on Trinitron in the era of tube management, Bravia in the LCD era, and Advanced Optical Control PRO, up to now on various screen technology solutions such as OLED, in other words, by the Sony Corporation. What is done is not simply to use a certain type of picture tube or panel instead of own TV, but to combine its own picture quality optimization technology with the display panel, so as to exert the maximum strength of both parties and eventually achieve a more ultimate audio and video experience. If you have to use time to make a division, then we can say that in the past decade, Sony's secretive force is to make the display technology and Sony software algorithms combined to achieve the best results.
The advanced version of the image processing chip X1 that once appeared on Sony's LCD flagship Z9D may be a good example. I believe many people have already experienced the powerful picture quality that this may be "integrated with the essence of Sony's full picture quality technology" to bring the LCD screen, but Sony's black technology is not to stop there, X1 advanced version of the real The power lies in the fact that this image quality optimization capability is migratable, which means that this chip is very versatile. For panels with different technical parameters, the X1 Advanced Edition can be adapted to it.
The reason why "Sony is conducting an "all-round" in-depth research on OLED panels" is another important support point, Sony's exclusive screen sound field technology. The innovation of this technology is to take advantage of the ultra-thin characteristics of OLED screens and creatively think of the screen as the resonant film of the speaker, but do not think that this technology is just for the purpose of making the TV body thin but designed. The revolution lies in creating stereoscopic and dynamic sound effects on TV products for the first time. The contradiction of the continuous image but sound stillness will no longer appear on the A1. Remember that there was a scene in A1 that was quite impressive: a train left the screen Driving sideways to the right side, the rumble of the front quickly slides on the screen with the movement of the train, truly accomplishing the "unity of sound and picture" that was difficult for any television in the past.
For Sony, the current maturity of OLEDs and the support of X1 Advanced Chip for its features have reached the brand's quality requirements. This is an important reason why A1 will come out at this time. Although some of the previous OLED TV products, It has the technical basis of OLED, but it is still difficult to achieve the user experience that shows the best picture quality by simply relying on the ability of the panel itself. If you truly want to become a representative of OLED TVs that are hailed as the “next display age” product, you must have a strong R&D strength as a foundation. In this regard, Sony, which has created a number of "black technology" products, deserves its name.
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