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Samsung Electronics presented various lineups this year from low-end models to high-end models to keep the No. 1 spot in the TV market for 7 consecutive years. In particular, as demand for low-end TV market increases with the ‘half-price TV’ craze early this year, Samsung Electronics released low-end product group by changing from CCFL BLU to LED BLU based products. Early direct type LED BLU has been only applied to high-end products, but direct type LED BLU applied to low-end models has the different structure. Direct type LED BLU-equipped low-end product has the thickness of existing CCFL product level, but instead, it can be applied with Narrow Bezel. Low price is implemented by adopting dozens of LED packages and Lens Cap for an optical diffusion, rather than applying hundreds of LED packages to the product.
Samsung Electronics UN46EH5000F, analyzed in the report, is a low-end direct type LED BLU-adopted product. Also, it is an ‘Open Cell’ type product, which TV set is manufactured by being supplied with only Cell from LCD panel makers and panel is not supplied in the form of module. As befitted low-end product, 3D feature or Smart TV feature are not mounted and it adheres to the basic features of TV.
In particular, TV thickness of the product is 94.3mm, and of these, the thickness of LCD module amounts to 48.4mm. Cost analysis result shows that material cost is at least $15 cheaper in BLU only than same size Edge Type product and it focuses on cost saving while giving up thin design. Total of 62 LED packages, LED Bar of 6 lines (12 each), are applied and by adopting Lens Cap for an optical diffusion, although cost saving is minimal in light source part, compare to same size Edge Type product, the difference is significant in BLU optical film part. Especially, the fact that expensive LGP is not applied has become the major part of the cost savings.
Displaybank analyzed major structure, cost competitiveness, and suppliers of major components. |
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