Samsung Electronics showcased an integrated enterprise solution approach to enabling the next stage of enterprise digital transformation at the Samsung Display Tech Summit 2023.

Enterprise customers and partners from across the SEAO region gathered in Seoul, South Korea, on October 11 and 12, when Samsung shared its technological vision while showcasing its latest display, IT and industrial solutions and services to help enterprises become more agile and competitive in the fast-evolving digital world.

Hoon Chung, Corporate EVP and Head of Enterprise Business Team, Samsung Electronics, said, “In today’s post-Covid world, we are seeing an increase in hybrid learning and working, which has led to a need for display solutions that cater to digital transformations in the workplace and classroom. Equally, there is a growing importance for content management and remote management tools with the expanded role of digital signage. As we develop innovations for enterprises to meet their evolving digital needs, we also prioritize sustainability in our decision-making at every step of the process. This is in line with organizations’ increasing focus on being more environmentally sustainable.”

Integrated Digital Solutions and Services for Today’s Enterprises

Together with its wide ecosystem of partners, Samsung provides a comprehensive range of devices, solutions, and services to meet the needs of various industries, including corporations, education, hospitality, healthcare and more.

Samsung’s strength lies in its mobility expertise, with a wide range of devices such as its Galaxy series smartphones and devices used by millions of information and frontline workers globally, as well as a strong leadership position in display technologies. For the past 14 consecutive years, Samsung has been an industry leader in the global signage market[1], constantly pushing innovation in LED and Micro LED technologies. In addition, Samsung provides smart infrastructure ranging from system air-conditioners to mobile networks.

Combining its range of products with its solutions for device, display and content, smart building management, and enterprise grade Knox security services, Samsung can provide a holistic portfolio of seamlessly integrated offerings to power the modern digital enterprise.

SH Jo, President & CEO, Southeast Asia & Oceania, Samsung Electronics, said: “Samsung is committed to providing an integrated enterprise solution approach for organizations to be more strategic in their transformation efforts. This is especially relevant in the hyper-competitive and digitally-forward Southeast Asia and Oceania region where enterprises are actively looking for new ways to offer products and services to customers that add greater value to their every day.”

New Display Solutions Launched at the Samsung Display Tech Summit

To power the next phase of digital transformation for enterprises in SEAO, four of the latest digital signage solutions have been launched at the Summit today. They are:

• The Wall for Virtual Production (Model name: IVC): A new addition to the expanding The Wall series, The Wall IVC has pixel pitch options of P1.68 and P2.1. It supports dedicated studio frame rates (23.976, 29.97, and 59.94Hz) while supporting gen-locking to synchronize the screen with a camera’s video signal. A high refresh rate of up to 12,288Hz, 1,500 max brightness, and up to 170-degree wide angle enables incredible picture quality for virtual content. Based on modular technology for a variety of installation options, including a flat screen or up to 6,000R curvature, The Wall IVC can be hung or stacked with other screens and is protected against dust and particles that are common in production environments. The integrated Virtual Production Management (VPM) solution makes it easy to manage the screen and ensure high-quality picture with an easy interface;

• Indoor LED All-in-One (Model name: IAC): The IAC is a 130-inch full HD LED screen with a pre-assembled frame kit that allows users to install the display simply by hanging it on the wall. With a slim 56mm design, it provides 1,000 nits of peak brightness and a 3,840 Hz refresh rate for immersive video display well suited for high-end corporate lobbies, boardrooms, and retail stores. Supported with Microsoft 365 suite of services in its built-in Samsung S-Box, the IAC is a powerful and versatile display solution for commercial environments;

The Recommended Retail Price for IAC is:

• Samsung Interactive Display (Model name: WAC): Built on Android OS, the new Samsung Interactive Display is the foundation for digital classrooms and lecture theaters with its customizable UI, support for education apps, multi-screen mode and ability to share up to nine displays at once regardless of OS or device and utilize intelligent education apps. Coming in 65- and 75-inch, it also has a myriad of connectivity options for Wi-Fi, Bluetooth, HDMI, and USB-C;

• Samsung Windows Kiosk (Model KMC-W): Samsung has expanded its self-ordering kiosk solutions with the Samsung Windows Kiosk, featuring support for Windows OS. The new Kiosk features an interactive 24-inch display that brings expanded software compatibility for F&B, retail, travel, and healthcare industries;

These new display offerings further strengthen Samsung’s suite of enterprise solutions for creating new customer experiences in a digital world.

For more information on Samsung Display Solutions, please visit https://www.samsung.com/my/business/displays/

[1] Samsung Electronics achieved a 31.1% share of sales in the commercial display market in 2022, according to market researcher Omdia, ranking first. With this, Samsung Electronics proves that it is the strongest player in the commercial display market, and maintained the No. 1 position for 14 consecutive years from 2009 to 2022.” (Note: Consumer TVs, along with Commercial Lite and Hospitality TVs used for signage are excluded.)

In case you missed the event, take a look at some of the highlights from Samsung’s showcase at ISE 2023 below.

▲ ISE 2023 was held at the Fira Barcelona Gran Via in Barcelona, Spain. This was the second year in a row ISE was held in Barcelona.

▲ ISE 2023 was held at the Fira Barcelona Gran Via in Barcelona, Spain. This was the second year in a row ISE was held in Barcelona.

The guiding principle for Samsung this year was “Everyday Sustainability.” Through its new AV products and solutions, Samsung hopes to highlight sustainability across the entire product lifecycle, including sourcing, production, distribution, using and recycling.

▲ Visitors learned about Samsung’s eco-conscious efforts across all five stages of the product lifecycle.

▲ The theme of “Everyday Sustainability” showcased at Samsung’s booth attracted the attention of visitors from all over the world.

Redefining Hybrid Work and Learning

The “Samsung Kiosk” Windows version (Model Name: KMC-W) allows businesses and retailers to optimize the customer experience with expanded support for Windows 10 IoT Enterprise OS. With its enhanced capabilities and all-in-one functionality, the Samsung Kiosk won an ‘ISE Best of Show’ by AV Technology. While exploring the booth, one manager from the retail industry said the Kiosk “is a great solution to attract customers and create a seamless experience.”

▲ Visitors were drawn to the “Samsung Kiosk” and had the opportunity to experience the display’s usability. Samsung incorporated use of the Kiosk as part of their own booth experience at ISE.

The Wall (Model Name: IWB) and The Wall All-in-One (Model Name: IAB) provide awe-inspiring, immersive screens for businesses. The Wall All-in-One was honored with the ‘ISE Best of Show’ by Installation and ‘Top New Technology (TNT) Awards’ for Video Wall Hardware showcasing its impressive and beautiful display features. While discussing The Wall, a professional from the European signage industry noted, “The photo quality is brilliant thanks to the incredibly small pixel pitch.”

▲ Visitors to the booth watched and listened intently while learning about The Wall IAB’s striking features and easy installation.

The Samsung Flip Pro makes it easier than ever to collaborate with a seamless environment. Users can connect to the Flip with multiple devices at once, edit documents and share content in real time. The Flip Pro’s industry-leading features earned it three awards at ISE: ‘ISE Best of Show’ by Tech & Learning, the ‘Top New Technology (TNT) Awards’ for Interactive Whiteboards and the ‘2023 INAVATION Awards’ for Communication & Collaboration Display Product. Visitors to the booth enjoyed testing the whiteboard and expressed satisfaction with the interface’s usability.

▲ Visitors to the booth tested the Flip Pro interactive whiteboard in person and commended its intuitive user experience.

▲ A mirrored PC screen with the Flip Pro makes collaboration easier for businesses and educators, even in remote environments.

Eco-Conscious Outdoor Signage That Shines

The new model of the Outdoor LED Signage XHB series delivers a peak brightness of 8,000 nits and can be installed in Concave, Convex, S shape, Fascia or 90 °L type shapes. The new XHB series has also been upgraded to be more eco-conscious, with power consumption reduced by over 15% compared to the previous model. One viewer commented that the LED signage “marks a new chapter for Samsung and is one of the standout features of the booth.”

▲ Visitors to the booth, particularly those in the sports industry, marveled at the XHB series.

▲ Viewers explored the XHB series display’s different form factors, enabling flexible design and installation.

▲ Viewers explored the XHB series display’s different form factors, enabling flexible design and installation.

EV charging stations are an emerging area for advertising and upselling opportunities. Samsung’s latest smart signage for outdoor EV chargers (Model Name: OH24B) offers unmatched connectivity and UL-verified visibility to display crystal clear content — leading the signage solution to win the ‘ISE Best of Show’ by AV Technology. One visitor to the booth commented on “the efficient operation and upselling opportunities” that are made possible by solutions like the OH24B.

▲ Business representatives visiting the booth were intrigued by the outdoor signage for EV chargers.

Reducing On-Site Visits With Remote Management

Samsung’s cloud-based MagicINFO makes ‘Remote Management’ easy. Through Remote Management function, users can monitor a number of connected signages and manage settings like volume and screen brightness, plus troubleshoot from a single online portal. This leads to fewer site visits for an efficient management of multiple signage, on top of preventing the energy wastes by easily dimming or turning off signage when they’re not needed.

▲ Remote Management makes it easy to control multiple displays at the same time from one cloud-based platform.

▲ It was an exciting year at ISE 2023, with a record number of attendees visiting the event.

“We are committed to ensuring everyday sustainability throughout our signage portfolio and finding meaningful ways to minimize our environmental impact as part of our journey toward a more circular economy,” said Hoon Chung, Executive Vice President of Visual Display Business at Samsung Electronics. “We are excited to showcase our vision for how smart signage can help enable everyday sustainability while unlocking incredible new opportunities for businesses at ISE.”

Building Technologies that contribute to Eco-Conscious Digital Signage

At ISE this year, Samsung will highlight the company’s sustainability initiatives based on its new environmental strategy announced in September 2022. Pre-registered visitors will be able to see Samsung’s environmental vision come to life, with the sustainability zone at the booth showcasing the eco-conscious practices applied to digital signage products. These practices are based on the five stages of the product lifecycle – sourcing, production, distribution, using, and recycling.

Samsung’s 2023 smart signage products (QHC, QMC, QBC) are approximately 40% slimmer than previous models at 28.5mm thickness. Through this, the number of shipping containers required for logistics after production can be reduced by more than 20%[1] compared to the previous model. In addition, smart signage products support automatic screen brightness adjustment by adopting an illuminance sensor which reacts to surrounding light conditions, helping users manage their power consumption automatically. Plus, the resin used for the rear covers contains 10% of Post-Consumer Materials (PCM).

▲ The Remote Management function will enable users to simply monitor the number of connected devices and easily manage different devices, as well as remotely control settings such as power ON/OFF and screen brightness.

Samsung’s cloud-based MagicINFO solution enhances Remote Management and helps to manage multiple signage displays and a variety of content efficiently. The Remote Management function will enable users to simply monitor the number of connected devices, their types and errors, and easily manage different devices, as well as remotely control settings such as screen brightness. Plus, this solution will offer other features including device health diagnostics, informing users of issues related to cable connection, device temperature and network disruption.

At ISE 2023, Samsung will also be running a separate solution seminar zone, introducing visitors to the company’s new and differentiated technologies. Its soon-to-be-announced cloud signage platform will offer a wide range of energy-saving solutions that empower users to manage and reduce their energy usage. New solutions include real-time power consumption monitoring, timed luminance scheduling, remote brightness adjustment and automatic device management. This comprehensive platform will integrate and connect LCD signage, LED signage, and B2B TVs to provide a seamless user experience.

Introducing New 2023 Outdoor Signage — Large LED Screens and Small-Sized Displays Unveiled

Samsung is announcing new signage products at ISE 2023. Firstly, the company will release its 2023 outdoor LED signage[2] (Model Name: XHB series), built for the sports industry and spectacular landmark locations.

The XHB series is available in four models: P6 (6mm pixel pitch), P8, P10 and P16, all of which produce light at an astonishing peak brightness of 8,000 nits exceptionally clear and stunning picture quality – even when in direct sunlight. Furthermore, the standardized module design of the XHB guarantees flexible design and installation, including Concave (maximum of 2500R curvature), Convex, S shape, Fascia, and 90 °L type.

With a design twice as thin as the previous model, the XHB series can be installed in a seamless way, with the installation time also reduced by more than half for improved convenience. Furthermore, improved energy efficiency means the XHB reduces power consumption by over 15% compared to its predecessor and can reduce approximately 2,492 tons of CO2 emissions every year, which is equivalent to the amount of CO2 sequestered by about 290,000 30 year old pine trees in one year[3].

The XHB series will be available for ordering starting from ISE 2023, with some of the first models already being installed as electronic scoreboards at the home stadiums of globally recognized US Baseball teams, the New York Mets and The World Champion Houston Astros ahead of the 2023 season.

Finally, Samsung is introducing a small-sized, 24-inch outdoor signage display (Model Name: OH24B) to cater to the electric vehicle (EV) charger market. As demand for EVs continues to rise, it is important to provide solutions that enable a more connected, enjoyable charging experience, while providing upselling opportunities for businesses and retailers.

The outdoor signage excels in both durability and outdoor visibility across a wide range of diverse conditions. This high resilience and versatility are provided by peak brightness of 1,500 nits, and a slim, metal design, as well as water, dust and liquid resistance (IP66, Ingress Protection), and IK-10 Level glass protection. A high temperature, rigid liquid crystal panel is also applied to provide further durability even under strong sunlight. In addition, the display offers removable Wi-Fi/Bluetooth accessories which

can optimize the receiving rate based on installation conditions. Finally, the small signage boasts unparalleled energy efficiency with the industry’s lowest power consumption[4] (a maximum of 90W) above 20-inches, perfect for an EV charging station which requires 24/7 operation and information delivery.

New Kiosk and Flip Pro’s Exclusive Solution Deliver Enhanced Device Compatibility

Samsung is also announcing the latest model, ‘Samsung Kiosk’ Windows version (Model Name: KMC-W). In addition to the existing model operating Tizen (OS), ‘Samsung Kiosk’ Windows version is compatible with Windows 10 IoT Enterprise OS to expand customer choices.

This new Kiosk adopts Intel’s 11th generation Intel Core Processor. It is equipped with 8GB DRAM and 256GB SSD, providing fast processing and ample storage space to meet the fast-evolving industry demands beyond healthcare, hospitality, and retail.

The company will introduce a new solution, exclusive for the ‘Samsung Flip,’ meeting the demand of both educators and businesses to be connected to various devices simultaneously. It enables users to bring the content or applications in their PC to the Flip by connecting a PC with the Flip. Especially, users can write over content brought from their PC on the screen of Flip and share in real-time. The new solution enhances usability for remote work and provides a seamless work environment by allowing users to optimize and utilize the screen to connect with other device screens.

For more information about Samsung’s impactful SMART signage and solutions, please visit https://displaysolutions.samsung.com/ise2023.

[1] Based on the number of boxed devices per-40ft container. Based on annual sales volume of indoor smart signage in 2022.

[2] Product availability and specifications may vary by country.

[3] The amount of carbon emissions for XHB was compared with that of its predecessor (XPR) based on sales in 2022. 

XHB’s annual carbon emissions were calculated via Carbon Footprint Calculator (https://www.kcen.kr/tanso/intro.green) in January 16, 2023. (high voltage, summer).

XHB’s carbon reduction effect equivalent to planting trees was calculated based on The Average Amount of Carbon Absorbed by Forest Trees Devised by National Institute of Forest Science, Korea (ver. 1.2) on July, 2019.

[4] Internal market analysis

Samsung Electronics recently completed the installation of an upgraded display solution in the Swiss Life Arena, making it the most modern ice hockey arena in Switzerland. The display solution modernizes the space by providing revamped hardware and software as well as technical support for the ZSC Lions and includes the largest indoor LED cube in Europe. The upgrades were made possible by Samsung’s innovative technology and have enabled the Swiss Life Arena to meet National Hockey League (NHL) standards, a level typically only achieved by North American arenas.

▲ The LED cube installed at the Swiss Life Arena is the largest indoor LED cube in Europe.

As an official display technology partner of the Swiss Life Arena, Samsung outfitted the arena with a wide range of signage products and technical solutions to enhance the customer experience and improve operational efficiency.

“We are proud to present Samsung’s display technology after working with our AV Solution Partner Bild+Ton and the ZSC Lions to equip what is now the most modern ice hockey arena in Switzerland, delivering a world class fan experience,” said Daniel Périsset, Head of CE IT Team, Display and Memory at Samsung Electronics Switzerland. “The unparalleled quality of the solutions will help us deliver the best experiences in the rapidly evolving sports entertainment industry.”

Ground-Breaking Display Solutions To Wow Fans

Samsung installed 669 square meters of LED signage inside the arena, totalling over 18 million LEDs. From players on the side lines to fans in the stands, Samsung’s vibrant display technology allows everyone in the arena to be immersed in the action thanks to brilliant clarity and consistent color presentation. The advanced LED technology provides lifelike picture quality by optimizing brightness levels while eliminating shine and visual inconsistencies.

The central LED Cube display — which measures 12(w)x12(d)x8(h) meters — is the principal element of the fan experience with 416m² of the LED signages. Regardless of where fans sit in the arena’s 12,000 seats, they will be able to enjoy the stunning video display. Designed with premium picture quality and vibrant colors, the Cube will captivate audiences and set the mood using ambient light and sound. During the process of constructing the massive Cube, the teams collaborated to overcome the challenges of keeping the total weight as low as possible and managing the sheer scale of the installation.

▲ The large LED cube and ribbon boards surrounding the entire arena present high-definition picture quality along with ambient lighting and sound.

“You need a reason for fans to come back to the stadium, and we can do so many things now to communicate during the game with the fans. It’s not only the Cube — it’s the screens; it’s the signage,” said Bruno Vollmer, Chief Operating Officer of the ZSC Lions. “The support from Samsung was amazing and we can be proud, all of us, for what we have done.”

To create a fluid and dynamic experience for guests, the Samsung displays include various ribbon boards — long and thin LED screens mounted on the face of balconies — and audio equipment. Thanks to the optimal visibility and low reflection technology of the ribbon boards, fans will not miss any action on or off the field — even in constantly changing lighting conditions.

The content management across all signage displays is supported by MagicINFO 9, the cloud-based solution for the most comprehensive signage offering 24/7 technical support. Managing on-screen content is made simple using Samsung’s powerful MagicINFO 9 solution, which supports content, device and data management across all the displays throughout the entire arena. MagicINFO 9 also allows users to manage content remotely and securely, meaning updates can be made quickly to reflect match details, advertising, or important customer information. 

A Connected Experience Throughout The Arena

By delivering a complete display solution, Samsung has helped to enhance every moment of the audience experience at the arena, accompanying visitors from the minute they arrive until they depart. With an upgraded Players Club and a connected customer experience from the concourse to the Business Club, Sports Club and Press Room, fans can explore the arena while staying informed about the latest game updates.

▲ Signage and displays integrated throughout the arena by Samsung allow visitors to explore the venue while not missing out on any of the game action.

To ensure the technology was incorporated into every corner of the arena, Samsung installed 240 strategically located displays across the stadium. The crystal-clear picture quality of Samsung’s smart signage solutions, including the Q-series signage, are on display in the sports bar and around the concourse. Specifically, the ultra-high definition 4K resolution of the QMR series keeps audiences engaged in the action while enjoying food and beverages in the sports bar. In the auditorium, guests will be mesmerized by The Wall (IWA), a massive and awe-inspiring screen offering a vivid visual display. Furthermore, Samsung B2B monitors were selected for the ZSC Lions’ offices due to their high-resolution picture quality and productivity features.

Adrian Wangeler, Chief Executive Officer, Bild+Ton, shared, “Samsung always responds quickly and easily. Working directly with the manufacturer has the advantage of being able to fall back on the specialists and developers.”

As an industry leader in the global signage market for the past 13 consecutive years[1], Samsung stands out in the sports entertainment industries. Following Samsung’s visual display milestones equipping Citi Field and SoFi Stadium, fans can expect an extraordinary experience at Swiss Life Arena — powered by the latest innovations from Samsung.

Watch the full video about Samsung’s innovative installations at the Swiss Life Arena here:

[1] Samsung has been the No.1 selling digital signage brand for 13 consecutive years by Omdia. (Note: Consumer TVs, along with Commercial Lite and Hospitality TVs used for signage are excluded.)

Samsung’s signage solutions are designed to meet the real-world needs of modern businesses of all sizes. From retail and corporate, to education and control room displays, Samsung’s signage provides the quality and versatility needed to create cutting-edge customer experiences.

Samsung will launch its new ISE site to showcase this year’s event theme and share further details a month before the opening of ISE 2022. Those who cannot attend this year’s ISE can take a virtual tour at Samsung’s ISE 2022 Virtual Experience (VX), which will open on May 10 when ISE 2022 begins. The ISE 2022 VX site allows visitors to virtually experience innovative display products and solutions that will be showcased onsite. For more information about Samsung’s impactful digital signage and solutions, please visit this link.

Escape Pod by Jonathan Monaghan. Powered by Niio.Art

Samsung Electronics announced its partnership with Niio.Art, a US-based company that offers access to the highest quality digital art from thousands of leading contemporary artists and galleries. This collaboration pairs Samsung’s top-tier displays with Niio.Art, the world’s leading digital art platform, and thus realizes best-in-class presentation of premium digital artworks.

Until recently, the world lacked a comprehensive solution for displaying multi-format, rights-managed digital art that was made to be viewed on a screen. Samsung’s new partnership allows users of Tizen-enabled Samsung commercial displays to subscribe to pre-curated art programs, purchase individual pieces or even upload their own art, simply by downloading the Niio.Art player app.

Cezanne Unfixed by Joe Hamilton. Powered by Niio.Art

By engaging viewers with meaningful and eye-catching digital art, the partnership between Samsung and Niio.Art is set to inspire people in new ways. The collaboration establishes a versatile platform through which users can quickly and easily elevate the design of any space – from corporate and retail spaces to food & beverage, hospitality and healthcare providers and luxury homes.

Camouflage by Quayola. Powered by Niio.Art (top left) / Cezanne Unfixed by Joe Hamilton. Powered by Niio.Art (top right) / Walking Seasons by Alex McLeod. Powered by Niio.Art (Bottom left) / Streams of Flowers Set No. 2 by Ronen Tanchum. Powered by Niio.Art (Bottom right)

“Samsung is constantly looking for new ways to allow businesses to engage customers while remaining true to their core values,” said Hyesung Ha, Senior Vice President of Samsung’s Visual Display Business. “Whether it be a corporate meeting room, hotel lobby or retail store, this partnership with Niio.Art will allow users to transform their spaces with stunning, versatile digital canvases that display the very best in digital art.”

Niio.Art believes that everywhere there is a screen, there is an opportunity for art to move people. The Niio.Art platform features more than 15,000 artworks by 6,000 different artists and galleries from across 82 countries. It permits artists to upload, manage and self-publish pieces of digital art that consumers can then access in their own curated discovery areas and view on anything from a 100-inch screen to a one-inch digital watch. Niio markets directly to individuals who are seeking new experiences, and businesses and municipalities who want to transform their spaces.

“There is a global explosion of interest in the power of experiencing art digitally. Niio’s partnership with Samsung will enable millions to be uplifted by the presence of our 6,000-plus artists on their stunning, high-resolution displays,” said Rob Anders, CEO of Niio. “Artists know that we are a trusted platform that represents their interests, which assures that we will always be able to connect the world to the very best creations of the artistic imagination.”

The Niio.Art Offering will be showcased on Samsung displays across global showrooms and at select exhibitions.

To learn more about the partnership between Samsung and Niio.Art, please visit: http://displaysolutions.samsung.com/partners/strategic-partners/niio.

▲ An example of the Samsung x Niio partnership in a hotel lobby (No Longer Dead by Jonathan Monaghan, Found Rock, Taliesin West #44, Float by Dev Harlan)

▲ Aucuba Expanded by Pascual Sisto. Powered by Niio.Art

(From left to right) Ji Man Kim, Jun Hee Woo, Jason Park, and David Jung, engineers at Samsung Electronics’ Visual Display Business behind the development of the EZCal app.

Ever since the beginning of the global pandemic, we have been choosing our living room sofa over our seat at the local movie theater, our QLED TV over a mega screen, and the convenience of enjoying a film at home over the excitement of a screening in a movie theater.

At CES 2021, which was held in January of this year, Samsung Electronics premiered its EZCal app, which enables you to calibrate the picture quality of your TV to a quality comparable to that of a movie theater for those who want to enjoy that true cinema experience at home. Samsung Newsroom sat down with the developers of the EZCal app to hear more about the story behind how this upcoming app, which helps customers quickly and easily enjoy optimal viewing qualities, came to be.

EZCal: For Cinematic Viewing Quality in the Comfort of Your Home

In August 2019, Hollywood film directors including Christopher Nolan and James Cameron emphasized the need for a ‘film maker’ mode on user’s personal TVs, a mode that would portray a film in the quality that the creator had in mind when they originally produced the content. Such a particular picture quality is favored not only by Hollywood filmmakers but also by experts across a range of fields, including professional engineers of picture quality for TVs, experts from institutions concerning international picture quality standards, and developers of picture quality-calibrating solutions. This ‘film maker’ mode is also known in the industry as ‘creator-intended picture quality’ or ‘picture quality in accordance with international broadcasting video standards.’

However, in practice, this ‘film maker’ mode has often not been able to provide all users with the flexibility they require when looking to enjoy cinematic viewing experiences in the comfort of their own homes. In order to find ways to make it easier for users to enjoy cinema-level picture quality at home, Samsung Electronics developed a way to connect TVs and smartphones using compatible apps that then easily calibrates picture quality using the color data exchanged between the two devices: EZCal.

“The fact that this app need be used only by those who want to use it helped ease the burden in terms of research costs,” noted Engineer Ji Man Kim. “What’s more, the app is easy to operate, meaning that users can seamlessly enjoy the picture quality they desire.”

EZCal stands for ‘Easy Calibration,’ and upon its unveiling at CES 2021 this January, the upcoming app quickly garnered attention for its ability to showcase a creator’s intended picture quality through the app format, and even won the Best of CES Award at the AVS Forum, a forum comprised of industry experts.

High-End Picture Quality: From Measurement to Calibration

Prior to the development of the EZCal, calibrating the picture quality of a TV required a light-blocked room as dark as a darkroom along with a suite of high-end devices. The pattern generator and the optical instrument would first have to be connected to a PC equipped with a picture quality software solution, and the optical instrument would then be placed close to the TV screen so that it could recognize the pattern produced by the pattern generator. The picture quality would then be calibrated using the PC – all in all, this process was a cumbersome one and could take up to two hours if carried out manually. This process also required basic knowledge in picture quality, thereby preventing regular users from even attempting calibration.

“We had to grapple with how to move past the existing picture quality-calibrating framework and integrate it into the users’ experience,” said Engineer Jun Hee Woo of overcoming initial concerns that arose during the development process. “The solution was to simplify each step of the picture quality calibration process and to think of ways to replicate the functionality of high-end calibration devices.”

In order to replace the instruments that would measure the optical data of the TV screen, smartphone cameras were harnessed for the EZCal app. But even then, one problem still remained: the picture quality of TVs could not be calibrated under the RGB spectrum, i.e., a color value acquired using smartphones. “Picture quality for TVs should be based on the colors that people perceive with their eyes,” noted Engineer Jason Park. “This is why we needed the XYZ coordination data prescribed by the International Commission on Illumination (CIE). Developing an algorithm that could transform RGB data to XYZ coordination data was key to picture quality calibration.”

The video pattern generator was then changed to incorporate a method of sharing video patterns directly from the TV, and the connection between the picture quality software solution and the PC was replaced by the connectivity of a smartphone to a TV linked via Wi-Fi. “It was through the process of verifying whether the hardware and software of the QLED TV and a Galaxy Smartphone were suitable for the development of EZCal that we became convinced that the complex picture quality-calibration process could be condensed within a single app,” said Engineer Ji Man Kim.

Three Modes for Easy Calibration – to Your Tastes

The greatest advantage offered by EZCal is that you can easily and quickly calibrate the picture quality of your TV to whatever degree you desire. Once you launch the EZCal app on your smartphone, the Tizen app built into your television will begin operating in the background. Then, depending on the detail of calibration you desire, you can select from the following three options: Quick Mode, Basic Mode, and Professional Mode.

As its name indicates, Quick Mode is an option that enables easy calibration within a short period of time. Once you have selected this mode and brought your smartphone to your TV, the camera in your smartphone captures the on-screen video pattern and transforms the acquired RGB spectrum data into XYZ coordination data. “It only takes 15 to 30 seconds to calibrate the picture quality in Quick Mode,” explained Engineer David Jung. “Our focus when developing this mode was on enabling calibration in a quick yet effective manner.”

Basic Mode, a functionality that is one step more advanced than Quick Mode, offers users a wider range of calibrations. While in Quick Mode you can calibrate a content’s white balance within two points, in Basic Mode you can calibrate this aspect within 20 points, and also calibrate the Gamma – which governs the brightness of video signals – and the greyscale linearity – the aspect responsible for the consistency of colors by signal strength – resulting in a more optimized picture quality. Whereas Quick Mode is an option designed to make the movie-watching experience more pleasant for regular users, the Basic Mode has been optimized for movie fans that enjoy being particular about their film’s picture quality,” explained Engineer Jason Park.

Thirdly, Professional Mode is an advanced setup mode tailored for those that enjoy curating sophisticated picture quality experiences. Although Professional Mode requires the longest time for calibration to complete – between 12 and 15 minutes – this longer calibration period allows for color and brightness calibration to be undertaken in even greater detail. “Professional Mode can be used for a variety of situations, whether you are watching movies or playing games,” noted Engineer David Jung. “We recommend that you turn your room’s lights off and use tripods for even greater calibration measurement accuracy.”

Reflecting the TV’s ability to provide the best picture quality possible, Samsung’s QLED TV lineup has consistently received support and praise from its users. Over 20,000 units of the 2021 QLED TV have been sold in Korea in just under two months since its release, a figure that mirrors the efforts of the company to provide users with high-quality viewing experiences at home.

Samsung’s ongoing efforts to provide optimal picture quality experiences to users are what have led to the development of EZCal, which is set to bring about cinema-like picture quality to QLED users that would satisfy even the films’ creators themselves. The team who worked on developing EZCal is proud of the range of calibration options offered by the app; “In the near future, we will see EZCal be used across even more diverse areas,” shared Engineer David Jung. “There is no doubt that its emphasis on genuine media appreciation will expand to serve other purposes, too.”

* Please note that all product and service features, characteristics, uses, benefits, design, price, components, performance, availability, capacity, and other relevant information may be subject to change.