Samsung aims for 2 million 3D TV sales

LAS VEGAS - Samsung Electronics aims to sell 2 million units of 3D-capable TVs this year in a bid to top the fledging TV segment that is expected to grow rapidly, its executive said yesterday.

To that end, the world`s biggest TV vendor plans to debut 3D-capable TVs with a wide variety of models and sizes, especially ones that feature light-emitting diode backlights at the Consumer Electronics Show opening here on Thursday.

Samsung seeks to fend off growing competition from its smaller rivals in the 3D TV and LED LCD TV markets, which are expected to become hotly-contested markets in the TV industry this year.

"As we did in the LED (LCD) TV market, we will win over our rivals in the 3D TV market," Yoon Boo-keun, president of Samsung`s TV division, told reporters.

LG, Sony and other TV vendors, which were left behind in the LED LCD TV race, are set to fight back by launching a slew of LED LCD TVs and 3D TVs at the CES.

LG aims at becoming the top 3D TV maker in 2011, with 3.4 million units in sales, from 400,000 units this year. Sony, the No. 3 TV maker, also said between a third and a half of all TVs sold by the company would have 3D capability by the year ending March 2013.



"TV vendors may be at the same starting line now, but the gap among them will widen throughout the 3D race," a Samsung spokesperson said.

Samsung will set up "3D Cube" which is made of a total of 36 3D LED LCD TVs, allowing visitors to experience 3D content on the LED screen, which boasts better picture quality.

"Samsung`s 3D Cube will be the highlight of its exhibition at the CES, and is expected to be at the center of attention from visitors," Samsung said in a news release.

Samsung will also introduce LED LCD TV line-ups ranging in screen sizes from 19-inches to 65-inches to solidify its leadership in the LED LCD TV market. Samsung last week said it aims at quadrupling its LED LCD TV sales to 10 million units this year. LG also set an aggressive sales target of 7 million units for LED LCD TVs.



Samsung eyes smartphone boost

Samsung also said it will showcase a slew of its flagship smartphones at the CES as the world`s No. 2 handset maker seeks to boost its smartphone sales.

Shin Jong-kyun, president of Samsung`s handset division, expected the company`s smartphone business to post "outstanding growth" this year, without disclosing its sales target.

He also said the company will sell services and contents along with its smartphones to drive product sales.

"We unveiled our Bada mobile operating platform, which allows third-party developers to create content. Our efforts will bear fruits in 2010," he said.

Despite its manufacturing edge, Samsung is struggling in the smartphone market, which is led by Apple and RIM, which have the upper hand in software. Samsung ranks fifth and holds a single-digit share in the global smartphone market.

Samsung CEO Choi Gee-sung reiterated the company will try to improve its weak content and software businesses.

"Without the ability to offer hardware with content, our products could become stupid," he said.

Choi indicated the company`s earnings would remain to be strong this year.

"We are confident on this year`s performance," he said.

Despite the global recession, Samsung is expected to have posted its record earnings last year, thanks to solid performance of all of its main businesses - TVs, handsets, memory chips and LCD panels. Samsung plans to announce today in Seoul its earnings guidance for the fourth quarter.

Choi said that the company will seek to cement its leadership in the North American market this year, looking to expand its revenue by more than 20 percent in the world`s biggest market.

Samsung posted $27 billion in revenue or a fourth of its total revenue from the North American market, said Choi Chang-soo, executive vice president of Samsung in charge of the North American operations. Samsung, the top maker of TVs and handsets in North America, further widened its gap with Sony and Motorola last year. Samsung also saw growth in sales of home appliances such as refrigerators and washing machines, as well as computers and printers, according to the executive.

(hjjin@heraldm.com)



By Jin Hyun-joo/Korea Herald correspondent