There is very little competition in the tech sector comparable to that fierce competition between the two Korean electronics superpowers LG and Samsung. These two giants compete in many areas, from kitchen appliances to smartphones, but most notably, TV. Neither of them was afraid to openly criticize a competitor’s technology as inferior, or even deliberately misleading.
In particular, the war became more and more intense after Samsung decided to use the name “QLED” to describe the technology on its quantum dot TV line. LG doesn’t like this Samsung name, feeling that TV buyers may think QLED is a reference technology related to its self-illuminating OLED quantum dot display. While what Samsung uses is actually LED backlight system integrated quantum dot technology.
From LG’s point of view, this is a serious problem, as they want to tell the world that their OLED TVs are the only spontaneous displays that users can buy. The two sides criticized each other so strongly that the Korea Fair Trade Commission finally got in, and at that point, Samsung and LG agreed to stop the dispute.
But it seems that LG has decided that if they can’t beat their opponents, they have to join the game. And the company’s recent announcement announced that its new line of Mini-LED TVs will be called “QNED Mini LED TVs”. A misleading naming strategy for the QLED TV, a move LG had previously accused Samsung of using. And it has the potential to cause a whole new “tit-for-tat” negative promotion on the market.
What’s in a name?
The world of technology is full of acronyms and it is difficult to describe them accurately. However, there is certain expectation that once an acronym has been established, its meaning will not change over time. This is also how the average user can use to compare products. For example, if Sony and Bose both say their headphones have “ANC”, we can be confident that both companies are referring to “active noise cancellation”. Then the only question that should be asked is which headphones feature better ANC?
The same is true in the world of TV. Currently, LG, Vizio, Sony and Philips all produce OLED TVs. There’s no questioning what OLED means, even though there could be a significant difference in the image quality produced by these competing OLED models.
But, LG’s adoption of the “QNED” label undermines the needed consistency in the meaning of the names. That’s because the definition for QNED is completely incorrect in the sense that LG wants to use in this case.
What is QNED technology really?
Prior to LG’s announcement, the QNED concept was used to specifically refer to Quantum Nano Emitting Diodes. It’s the next generation display technology that could theoretically deliver all the benefits of OLED and QLED in a single display, through the use of LEDs with nanorods as a spontaneous light source.
If LG’s Mini LED-based QNED TVs do indeed use these nano LEDs, then it will be a huge leap forward in the TV field. But, unfortunately not.
Although LG hasn’t really told us what the QNED’s representative letters stand for, clearly there are no related nanorods here. Instead, LG’s QNED appears to take the letter “Q” from its quantum dots and its “N” from the company’s NanoCell LCD display technology. It is not clear what “ED” stands for.
The real reason behind?
So why is LG deliberately using an existing acronym even though it doesn’t accurately describe its TV? Part of the reason may be the desire to lure the public into buying a TV with a new buzzword. After all, if LG were the only company that made QNED TVs, that should be remarkable, right?
But, there is another, more sinister reason. Because in fact Samsung has been silently working to produce a QNED TV – a TV using LED technology with nano bars. We may not see these new models for at least 2 years, but when quickly labeled “QNED” on the Mini-LED TV first, LG has eliminated the effectiveness of product naming in the future. hybrid of Samsung.
It would be difficult, if not impossible, for Samsung to call these newly growing TVs “QNED” (even if it is), if LG were to use the QNED label for products using using a completely different technology. Samsung certainly wouldn’t want people to misunderstand that the two TVs use the same technology together.
Who is the loser?
Don’t innocently rejoice.
The landscape of fierce competition in the TV market and how companies like LG and Samsung use their marketing strategies to mislead buyers when choosing to buy products is a bad thing.
In exchange for whatever short-term benefits LG can get from quickly naming the QNED TV series, in the long run, consumers will suffer. Things get a bit complicated when revolving around two relatively simple names QLED and OLED, but at least that’s when their terminology is used correctly.
But as companies start to use new acronyms and change their intrinsic meaning in the process, it sows confusion and doubt, making things progressively more difficult. much.