The launch of technological products, be they mobile phones or televisions or vacuum cleaners or video games, has become very complicated during the COVID-19 crisis, as the main distribution channels are at half-throttle.
That does not mean that Samsung is going to stop the plans they had for 2020. The company, in a videoconference with the Spanish press, today announced the availability of its highest-end television, the Q950TS, and has communicated to the press that they seek to adapt to the circumstances and try to see everything from the positive side.
Thus, for example, they point out that the trends that have been following for some time, such as greater online shopping or the jump to the big inch, have accelerated as a result of the confinement of the past weeks. Online sales have become 80% of the total, something logical given the circumstances; and it has opted more for large televisions, 65 inches up, although the favorite in our country is still the 55-inch.
They also ensure that, given that during the crisis people have gone to the leading brands, this has served to get more than 10 points from their main competitor, which would be LG. And when it comes to technology, its QLED has prevailed over OLED in the high-end.
This would be the positive of the crisis. The negative is quite negative: the market has suffered a lot and sales are generally down 50%. It seems to rebound, but there is still a lot of room to go back to previous figures. If during this time of year the sale of about 20 million televisions in total was estimated, after the hardest weeks of the virus, current calculations place the figure between 13 and 15 million.
In this context, Samsung has announced the price and launch weeks of its most powerful 8K TV, the Q950TS. It will be available in three sizes, 65, 75 and 85 inches; and will cost, respectively, 5,499 euros, 7,499 euros and 11,999 euros. The 65-inch model will be available this week and the 76 and 85 models, starting the week of May 18.
SAMSUNG Q950TS, PLUS 8K
The Samsung Q950TS is the brand’s most powerful 8K TV model, hence those prices. Aspirational products, they call it, because they have all the innovations that will gradually reach the cheapest models in the coming years.
8K resolution is still far from broadcasts and streaming platforms, even more so now that the great event that was going to be recorded in this format, the Olympic Games, have been suspended in 2020. Even so, Samsung ensures that it continues to grow ( an accumulated 200% in the last two years) and that they sell 95% of all 8K televisions on the market.
Among the main innovations of the Q950TS, stand out the new scaling by artificial intelligence, which improves how the contents are seen in lower resolutions (from the SD standard to 4K); and your new sound system.
Samsung has employed three technologies to make up for the poor sound often found in today’s flat-screen TVs: it uses a proprietary technology to better sync with the brand’s sound bars (Q Symphony), an image tracking technology for generating an effect of movement in the sound (Object Tracking Sound + or OTS) and, finally, a system that recognizes ambient noise and raises the volume of the voices to alleviate it (Active Voice Amplifier or AVA).
This television also stands out for its design, lighter than its immediate predecessor, designed so that the television can be hung on the wall (it brings the support inside the box) and with hardly any borders, thus imitating the frames without frames of mobile phones of nowadays.
Samsung only has one real competitor in the panorama of televisions, LG, which opts for a different technology for its panels, the OLED, which although it is more expensive to produce, gives better resolutions in certain contexts (cinema, especially).
It does not seem that this situation will change in the immediate future despite the jump of both companies to 8K. The Micro-LED is called to be the substitute for both QLED and OLED, but it is still far from reaching consumers, so the advances that both companies make on current formats will be those that determine if the balance of value ( what they earn from each TV sold, where Samsung is ahead) leans more in favor of one or the other.