Input 2020.12.31 06:00
QNED, Samsung Display’s first technology concept… Commercialization has not yet been achieved
Terminology conflict over QLED, signs of spreading to QNED… Display sequence debate background
LG Electronics named the new mini LED TV’QNED’. LG Electronics explained that it is QNED that expresses the’Quantum Dot (QD) Nanocell’ technology applied to new products.
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For this reason, the aid debate over QNED is heating up. Moreover, LG and Samsung had a legal dispute even with the term QLED (QD-LCD), and there are concerns that this conflict will be reproduced through QNED.
◇ LG Electronics QNED… Quantum dot nanocell technology applied to LCD TV using mini LED
LG Electronics announced on the 29th that it will unveil its new mini LED TV product’QNED’ at the world’s largest IT and home appliance exhibition’CES 2021′ early next year through an online technology briefing.
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Nanocell technology is a color film released by LG Electronics against Samsung Electronics’ QLED TV (QD-LCD, quantum dot LCD TV). It attaches to the backlight and works to enhance color expression. The name was given because the particles were applied on the film in a size of 1 nm (nanometer·1 billionth of a meter).
Quantum nanocell color technology is a combination of quantum technology with existing nanocells. A quantum dot is a semiconductor crystal injected with a quantum (quantum) that emits light when it receives an electric current, and it also helps color expression. Through this, when the TV tries to express red, it filters out yellow and orange mixed with the wavelength of red to produce clearer and more vivid colors.
Quantum dot technology is already being used in QLED (QD-LCD) TVs, Samsung Electronics’ flagship product line. QLED is an existing LCD TV coated with a quantum dot film, and Samsung Electronics released a’SUHD TV’ with quantum dot technology applied in 2015, and from 2017, it has been positioning it as a premium product line by branding QLED altogether. It is competing with LG Electronics’ OLED (Organic Light-Emitting Diode) TV.
◇ Samsung Display QNED… Self-luminous inorganic display, opposite to OLED
Samsung Display’s QNED is different from LG QNED in that it is a technology name, not a product name.
Samsung’s QNED technology uses a long bar-shaped blue LED called a nanorod as a light-emitting device. weapon(No machine Since it is a structure that emits light, in theory, it is organic (Competitors with OLEDs that employ compounds. Its advantages include long life, low afterimage (burn-in) and low power consumption.
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Although it has not yet reached commercialization, according to market research firm UBI Research, Samsung issued 125 QNED-related patents until last October. Among these, a patent that can increase the yield of nanorod light-emitting diodes, which is a key element of QNED, is included. However, Samsung Electronics classifies the timing of mass production of QNED TVs after 2025.
◇ LG pointed out’consumer confusion’ on QLED… “The use of QNED, which Samsung first took out, is less expensive”
As LG Electronics and Samsung Display use the term QNED at the same time, the’aid controversy’ emerges in the industry. The question is whether LG, who used it in the product name, comes first, or Samsung, who revealed the technology first.
LG Electronics believes that the difference between the two QNEDs is fundamentally in the’substance’. No matter how much I shouted for technology development, I wonder if the product name that came out first would be priority. In September, LG Electronics applied for trademark rights such as QNED, QNLED, and NQED to the Korean Intellectual Property Office, and then registered trademarks in the United States, the European Union, and Australia.
Earlier, the two companies had a conflict with the term QLED. LG Electronics reported Samsung Electronics to the Fair Trade Commission in May last year due to consumer confusion regarding the QLED that Samsung Electronics attached to the product name. At the time, LG Electronics claimed that QLED (QD-LCD), which cannot emit light by itself, is not a true QLED (QD-LED).
In June of the same year, Samsung Electronics filed a lawsuit against the FTC, claiming that there was no technical problem in that it used quantum dot (QD) film. The dispute was settled by the FTC arbitration in June.
Similar criticism comes out of LG QNED. According to LG Electronics’ logic, QNED should be QNLCD. There is already Samsung Display’s QNED technology, and some point out whether it should be used as a product name. An industry insider said, “Samsung or LG only used QLED and QNED as marketing means, but there is a side that LG Electronics overreacted to at the time.” did.
In this regard, Lee Jeong-seok, in charge of marketing communication at LG Electronics, said, “Since we have been continuously developing the technology to combine nanocells with quantum dots, the name QNED was not an idea that came out in a short period.” “I registered it.”
◇ Summary of display sequence triggered by QNED… LG “below OLED”-Samsung “above QLED”
Apart from the terminology controversy, it is evaluated that LG Electronics’ QNED (mini LED TV) strategy is successful. The display sequence was organized in one room.
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“The improved brightness and contrast ratio of the mini LED meets the quantum nanocell color technology to provide the best picture quality possible with LCD,” said Sun-pil Paik, in charge of TV product planning at LG Electronics. “QNED can be said to have reached the peak of LCD evolution.” Said. At the same time, Baek added, “A TV with backlight becomes an upgraded LG QNED from Nano Cell, that is, a mini LED TV.”
This means that the order of OLED-mini LED-QLED is changed by introducing mini LED TVs to the QLED-OLED composition that has been competing in the premium market. Market perception is likely to change like that.
An industry insider said, “The two companies released new mini-LED TVs, LG under OLED, and Samsung as the top-notch QLED. As a result, OLED became the most excellent technology.” “Two companies that have competed in the premium market with OLED and QLED “It feels like the technology sequence of the company is organized through mini LED TV.”
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