This is on the back of the strong public acceptance of its CINEMA 3D TV line-up at the world's largest trade fair for consumer electronics and household appliances in 2011 (IFA 2011) in early September in Berlin, Germany.
“The 3D TV market is expected to grow dramatically in 2012 due to technological advancements in 3D and the expansion of content distribution,” said president and chief executive officer (CEO) of LG Home Entertainment Company Havis Kwon.
“LG intends to become the leader in 3D TVs to the extent that we become synonymous with all things 3D,” added the executive.
Since its launch, LG’s CINEMA 3D Smart TV has already boosted LG’s share of the 3D TV market. By next year, LG will field a wider array of products from high-end to entry-level included with 3D in about 70 per cent of all new Home Entertainment products.
Besides, the second largest South Korean conglomerate company will continue to raise the 3D bar by working in close partnership with LG Display and other LG companies that contributed to the development of Filmed Patterned Retarder (FPR) technology, the science behind CINEMA 3D.
The LG is aiming to further develop its content sourcing capabilities to provide 3D Video-on-Demand (VOD) services with an emphasis on content specially tailored for different markets.
According to Kwon, the acceleration in adding smart features to 3D TVs would increase the competition for an industry-standard ecosystem. Success in the TV market would no longer rely solely on the actual TV, but instead the ecosystem, he said.
Therefore, enhancing its Smart TV ecosystem is a key component of LG’s TV business strategy. Strategic partnerships with 3D broadcast, online video sites and game companies will enable customers to directly access a wider variety of content.
LG’s 3D TVs will gradually transition to an open architecture platform, making it far easier and convenient for developers to create apps and content for LG’s TVs. By creating a vibrant market for TV apps and content, LG expects to significantly expand the adoption of 3D.
LG is also working with LG Display to develop next generation, ultra-high definition (UD) display technology which will be integrated into OLED TVs planned for launch next year. UD screens offer four times greater resolution than existing high definition (HD) screens. Aggressive R&D will also be geared towards developing glasses-free 3D displays.
LG’s drive to take the top spot in the global 3D TV market is underpinned by ongoing improvements in LG’s manufacturing and supply chain management processes.
Besides, the company plans to introduce completion-type manufacturing capabilities in markets such as Europe, North America and China and implement faster customs clearance and distribution in its logistics, all in an effort to improve the global manufacturing competitiveness of LG’s 3D TVs.