Leaders in AM-OLED TV hesitate but LG jumps in

(1) Samsung has stated that it not economical to manufacture large size OLED TV at this time.

(2) SONY has announced that 27" OLED TV will follow their 11"OLED TV but delaying the introduction of 27"OLED TV. Their present 11" OLED TV is not price competitive compared to LCD TV.

(3) LG's announcement of its 15" OLED TV and its commercialization in Korea in November of 2009 raises curiosity on the price of 15" OLED TV and its performance compared to 11" OLED TV of SONY on the market.  

SONY is the leader in OLED TV. After their introduction of 11" OLED TV, they are delaying the introduction of 27" OLED TV which is stated to be the next release from SONY. Samsung, which is manufacturing AM-OLED for full color cell phones, has stated that they will defer introducing OLED TV on the market purely for economic reasons. Many including Panasonic announced about the introduction of OLED TV but nothing was forthcoming in 2009. It is interesting that LG has announced the commercialization of 15" OLED TV in November of 2009 in Korea and in 2010 overseas. This raises three questions namely, (1) Did LG find a way of reaching at least break-even economically in the manufacturing of 15"OLED TV? (2) Does LG want to test-market with 15" OLED TV with improvements in performance, with regard to power consumption and life performance, compared to 11" OLED TV of Sony (3) Does LG want visibility in their capability to manufacture OLED TV? There are plenty of opportunities in the new technology to compress some of the legacy-process steps that crept in during engineering development. While one goes through the learning curve, some processes are found to be redundant. This will reduce the cost of manufacturing. In a new technology there are plenty of opportunities to augment the yields and reduce the cost of materials. It is not safe to assume that leaders know everything. LG has set the trend for many to enter the OLED TV race sooner than they originally planned.