(From left) Taejin Hong and Woomin Lee of Samsung’s Visual Display TV Product Planning CX Team

JOHANNESBURG, South Africa – 09 July 2021 –  Every day, Samsung’s engineers and product planners work together to the end of creating products that are as fresh as they are innovative and ground-breaking. Their mission is no simple one: to introduce new ideas and advancements in technology while raising the bar, year after year.

Since the first introduction of the flagship QLED TV in 2017, Samsung’s product planners have been responsible for the introduction of countless innovations, ideas and partnerships with the goal of bringing users the tailored, true-to-life viewing experiences they expect.

As Samsung celebrates its 15^th year as the number one global TV leader, no product better demonstrates cutting-edge product innovation of the company’s teams quite like the 2021 Neo QLED. In order to learn more about the development of the 2021 Neo QLED line-up, Samsung Global Newsroom sat down with two members of Samsung Visual Display’s TV Product Planning CX team, Taejin Hong and Woomin Lee.

Innovation That Understands the User

“Consumers expect new and exciting products every year, but there is a lot of competition out there,” noted Hong. “Many brands have TVs that are of the same size as Samsung’s, and also claim to have many of the same features and resolution, so central to our product development is breaking through the competition by really focusing on providing the most optimised user experiences for our Neo QLED line-up,” he added.

Central, then, to the teams’ QLED strategy direction is the user. “Recently, we have seen a dramatic shift in what consumers are looking and asking for,” highlighted Hong. “Users are moving away from specs and feeds to upgrades that are centred around personalised viewing experiences, design, and true-to-life picture quality.”

In order to realise this, both Hong and Lee stressed that timely feedback from real users as well as the market at large is critical. “It is so important for us to receive timely input and feedback from our customers, retailers, and behavioural experts in order for us to fully understand the most up-to-date TV trends,” noted Lee. “For our 2021 line-up, we focused on developing a new viewing experience that reflects the challenging and unprecedented times of late, one that is centred around hyper-personalised screens.”

Incorporating the New Normal Into TV Development

Not only has the recent global situation completely transformed the way users are interacting with their TVs, but it has also had an effect on the way TV product planning is carried out. “Traditionally, large trade shows such as CES and IFA serve as perfect opportunities for us to gather industry feedback, while in-person sales provide on-site consumer feedback,” explained Hong. “Since both of these opportunities have been off the table since early last year, we had to create a new internal meeting system that is both timely and agile enough to provide us with feedback from various regional offices regarding their local situations. This system incorporates touchpoints with vendors, partners, retailers, and customers, and allows us to easily communicate with all those on-site and helps us respond effectively to the changing landscape.”

Since its launch in 2017, the QLED line-up has taken the premium TV market by the storm. Last year, QLED sales reached 7.79 million units, accounting for 35.5% of total Samsung TV sales. The company’s 2021 Neo QLED line-up, recently launched across various regions throughout March and April, has also provided valuable insight for the planning teams. “In Korea alone, our Neo QLED TV sales have reached 20,000 units in under two months since product launch,” said Lee. “This speaks volumes to the importance of market research and timely consumer feedback.”

This new way of working, of course, comes with as many challenges as it does opportunities. “The number of meetings and calls we have held with regional product managers, retailers, and engineers around the world has more than doubled in the past year,” highlighted Hong. “Further to this, we have been actively carrying out surveys and research into our consumers and their ever-changing TV usage habits.” But this hard work has paid off, as noted by Hong: “The pandemic has been a challenge for all, but it has also provided us with a valuable opportunity to look back at what truly matters for both us and our users.”

Harnessing Teamwork to Adapt to the Latest Trends

There is no denying that mainstream consumer TVs are becoming larger in size and that the standards for picture quality are becoming higher than ever before. However, the recent shifts in TV and behavioural trends have seen Samsung’s product planners lean towards developing hyper-personalised screens able to fit into individual consumer lifestyles.

“The past few years have been a period of introspection for a lot of people and self-improvement has become the force driving many purchases around the world,” said Lee. “According to a Salesforce report, 5 out of 10 consumers responded that they would consider swapping out a product for a different brand if it doesn’t deliver a truly personalised experience.”

But this change in behavioural trends has not resulted in a complete transformation of the team’s strategy planning. “Picture quality and design have been our top priorities since the launch of our first TV, and changing consumer usage patterns, along with the increased need to provide a one-of-a-kind experience, are what ultimately led to the creation of this year’s Neo QLED line-up,” explained Lee.

Samsung’s Neo QLED 43-inch model was also created through this multifaceted way of thinking. “Initially, we had not considered developing any sizes below 55 inches for the QLED line-up given the industry trend that saw consumers embracing larger screen models,” noted Hong. “However, following a study we undertook, we learned that there is also a growing demand for ‘second’ screens and more personalised screens used within office settings as well as family and gaming settings.”

According to the study undertaken by Samsung, the advent of the ‘new normal’ that has seen consumers spending more and more time at home has seemed to accelerate different consumer TV use cases and there has been an uptick in interest in smaller screens. “We have seen an increased demand for smaller and medium-sized screens,” said Lee. “But when it comes to developing these smaller TVs, it is not just a question of simply shrinking the size. Every piece of engineering must be adjusted for a differently-shaped model, and everything from the supply chain to the production line must be customised for each product.” In the end, teamwork brought it all together: “We quickly got together with the engineering team and started developing the smaller flagship models for release this year – teamwork at its finest!”

Developing Neo QLED to Be the Ultimate Entertainment Hub

“Another exciting trend we have noticed since the beginning of 2020 is that a lot of people are playing more games, be it on their mobile, computer or on their TV,” noted Hong. According to a recent report from the Entertainment Software Association (ESA), there are approximately 214 million gamers in the U.S. alone, with 75% of households having at least one member actively playing games on a regular basis.

“Gaming has become a fun group activity during the pandemic, particularly for those looking to connect with others,” highlighted Hong. “Naturally, we incorporated this trend into our latest products to provide a one-of-a-kind gaming experience. Such dedicated features on the 2021 Neo QLED include Super Ultra-Wide Game View and the all-new Game Bar gaming interface – all while maintaining one of the lowest input lags in each TV category.”

Hong, in particular, is a fan of these game-centric additions to the QLED line-up. “Personally, I enjoy the Super Ultra-Wide Game View feature, which enables gamers to experience ultra-wide gaming. It is a feature completely new to TVs with its 21:9 and 32:9 aspect ratios, and this expanded field of view is great for finding hidden items or discovering enemies lurking in the corner while gaming.”

Maintaining the Samsung Legacy of Superior Picture Quality and Design

Both Hong and Lee agree that the latest Neo QLED line-up would be nothing without the past 15 years of display innovation. “At the end of the day, the QLED’s new features and product differentiation strategy wouldn’t lead to much without our solid foundation in picture quality and design,” highlighted Hong.

Lee, who has led QLED usage studies in global markets, agreed that this was a universal trend that continues to guide consumer choice. “The Neo QLED line-up is a product that reflects a meticulous study of user behaviours and priorities,” he noted. “We realise that there are many factors to consider when looking to purchase a new TV, but at the end of the day, it is the superb image quality and sleek design offered by Samsung TVs that provide the most satisfaction to our customers.”

The Neo QLED line represents the very latest iteration of this foundational excellence. “In particular, our Neo QLED TVs are equipped with Quantum Matrix Technology and Neo Quantum Processors, which enhance the picture quality through cutting-edge upscaling technology that harness Quantum Mini LEDs that are 1/40 the size of conventional LEDs,” explained Lee. “These technologies are a culmination of the industry’s peak technological advancements all working together to bring unrivalled picture quality to users in any viewing environment.”

The innovative Quantum Mini LEDs featured in the 2021 Neo QLED line-up in fact played a very important role in design upgrades. “It is only fitting that, with such stunning picture quality and immersive audio experiences, we would also look to enhance the TV’s design,” explained Hong. “Due to the size of the Quantum Mini LEDs, we were able to modify the TV’s form factor to possess a slim and minimalistic design. It is a modern accent piece suited for any interior, all thanks to Samsung’s engineering mastery.”

 Looking to 2022 – and Beyond

“I think the fact that we have been able to win over consumers for the past 15 years is a testament to Samsung’s dedication and commitment to developing products that are in line with consumers’ needs,” noted Lee. “In particular, ever since the introduction of our QLED line-up in 2017, we have seen a rapid increase in market share in the premium TV segment, which we are very proud of.”

Based on the success of Neo QLED, Samsung’s TV product planning team is in the midst of developing yet another impressive and ground-breaking product line-up for 2022. “There is truly never a dull moment during the development cycle,” noted Lee. “We are already very excited for our 2022 line-up, and we hope that it will see us extend our No. 1 title in the global TV market through 2022 for a 16-year streak.”

According to a recent report from the Entertainment Software Association (ESA), there are an estimated 214 million gamers in the U.S. alone, with 75 percent of households having at least one person who plays. As a result, gaming has become a fun group activity during the pandemic, particularly for those looking to connect with others. In fact, more than six out of 10 players report that they regularly play with others either online or in person.

Gaming’s rise isn’t limited to the U.S., either. Facebook’s “Games Marketing Insights for 2021”¹ noted that last year, numbers of first-time gamers reached new highs in countries around the world with 8.6 million in the U.K., 6.5 million in Germany, and 9.4 million in South Korea. Those numbers further underscore gaming’s rise into a top leisure and entertainment activity.

Samsung TV owners are not an exception to this trend as they have also become avid gamers during the pandemic. According to Samsung’s internal research data,² the number of users in the U.S. who connected gaming devices to their QLED TV nearly doubled from 19.4 percent in March of 2020 to 35.3 percent in March of 2021. In Korea, that number nearly tripled from 11.4 percent to 27 percent during the same period.

Samsung’s 65-inch segment has been the most popular TV size for gaming, and premium models supporting high-end gaming experience, including 120Hz panel refresh rate, were more likely to be connected to the latest gaming consoles. This means that more gamers on consoles such as Microsoft Xbox and Sony PlayStation (PS) are using premium TVs with enhanced gaming features to enjoy optimised gaming experience.

Against the backdrop of gaming’s incredible rise in popularity, Samsung optimised its 2021 TV line-up with gamers in mind. The company’s newest TVs come packed with top-of-the-line features that were designed to foster next-level gaming experiences.

For example, each of Samsung’s 2021 Neo QLED TVs includes support for AMD FreeSync Premium Pro³– a technology that enables true HDR console and PC gaming. FreeSync Premium Pro adds to the HDR support, making bright scenes brighter and dark scenes darker to offer optimised contrast. HDR technology is often considered as one of the most important features among gamers. Taking things one step further, Neo QLED’s Motion Xcelerator Turbo+ technology supports ultra-smooth motion in 4K 120Hz, offering users the smoothest way to win.

Samsung’s 2021 Neo QLED TVs are also the first to receive Verband Deutscher Elektrotechniker’s (VDE) Gaming TV Performance certification. Four 2021 Neo QLED models (the QN900, QN800, QN90 and QN85) received the certification for their excellent HDR performance, which includes a peak brightness of more than 1,000 nits, allowing for intricate details in both dark and bright scenes, as well as their low input lag with respond time of around 5ms in 4K @120Hz, offering one of the lowest input lags in the industry. Features like these are perfect for both first-time TV buyers and avid gamers alike, allowing users to catch each and every detail of gameplay.

The 2021 Neo QLED line-up’s one-of-a-kind gaming experience is bolstered by the addition of immersion-enhancing features like Super Ultrawide Gameview, along with the all-new Game Bar gaming interface. Super Ultrawide Gameview allows users to experience ultra-wide aspect ratios (both 21:9 and 32:9) that were previously offered only on gaming monitors. This provides gamers with a wider field of view and ensures that they never miss out on any of the action. The Game Bar in Game Mode, allowing players to easily adjust the screen’s aspect ratio, check input lag, connect wireless headsets, and more.

For more information about Samsung’s 2021 TVs and their gaming features, please visit www.samsung.com.

¹ Games Marketing Insights for 2021, Facebook Gaming (January 2021)

² Reflects internal data and findings from users who have opted in to Samsung’s Smart TV Terms and Conditions.

³ Some items excluded.

Earlier this year, Samsung debuted its 2021 Neo QLED line-up. Leading business and consumer technology publications have already awarded the line-up top honours, highlighting the televisions’ exceptional picture quality, sound innovations and design upgrades.

The Neo QLED portfolio – which includes 4K and 8K models – delivers an entirely new kind of display technology. The introduction of this technology emphasises not only Samsung’s rich engineering and innovation heritage, but also its commitment to new advancements in accessibility and sustainability that are redefining how consumers use their TVs in their homes. Complementing their vivid picture quality, Samsung’s Neo QLED TVs feature a premium Infinity One Design and Object Tracking Sound Pro that ensure that the TVs look and sound incredible from every angle. Neo QLEDs also carry Samsung’s award-winning Tizen operating system, which now offers new smart features like Samsung Smart Trainer to enhance the Samsung Health feature and new tools to optimise the gaming experience.

Here are some of the early reviews and reactions to the 2021 line-up:

Samsung’s flagship 4K Neo QLED TV, the QN90A, received top honours from Forbes in a review that highlighted how the TV’s processing capabilities offer almost three-dimensional detail and a top-of-the-line gaming experience. The outlet noted that “The 65QN90A’s upscaling is almost unfathomably good,” and praised, “the eye-popping beauty of the QN65QN90A’s gaming images.”

TechRadar also praised Samsung’s Neo QLED technology, awarding the QN95A a five-star review and the distinction of ‘Editor’s Choice’. The publication commented that, “Samsung’s first foray into Mini LED is a resounding success, with this Neo QLED TV.”

Techaeris applauded Samsung’s QN800A 8K Neo QLED TV for its “stunning picture quality” and smart features. The outlet noted that “Multi-View is especially useful for gamers” as it offers users new ways to play through difficult levels while taking advantage of top-notch picture quality and processing.

Video Magazin rated Samsung’s QN900A 8K Neo QLED, 966 out of 1,030 points in its review – the highest score the outlet has ever granted in the TV category. The outlet noted: “Samsung proves time and again that you can still achieve a lot of additional quality with technical refinements and elaborate innovations – now with mini-LEDs.” The QN900A was given three awards with distinction in the following categories: Reference, Innovation and Design Tip.

For more information on SamThis Mother’s Day, Go Behind-the-Scenes #WithGalaxy and See What Makes Mom Epicsung’s award-winning 2021 Neo QLED 8K and 4K TV line-ups along with the company’s other leading TV and audio innovations, visit Samsung’s TV and Audio product page.

Four models from the 2021 Neo QLED lineup (QN900, QN800, QN90, QN85) received the certification, a distinction given for ‘Low Input Lag’ and ‘HDR with brightness of higher than 1,000 nits.’ Each of the TVs went through a rigorous testing process, ultimately earning the certification for less than 10ms of input lag during every scene of gameplay. Input lag refers to the period of time from when an electrical signal is sent from the game pad to when it is displayed on the screen. A TV with lower input lag will provide gamers with a more immersive gaming experience.

In addition, Samsung’s Neo QLED also received the certification for HDR with brightness over 1,000 nits. FreeSync Premium Pro also adds to the HDR support, making bright scenes brighter and dark scenes darker to offer optimised contrast. HDR technology is often considered as one of the most important features among gamers. Apart from low input lag and HDR support with brightness of higher than 1,000 nits, Samsung’s Neo QLED TVs also reflect a number of new and exciting gaming features.

Samsung’s Neo QLED TVs deliver more accurate details, deeper blacks and incredible colour expression due to their 100% colour volume and 12-bit backlight control. Wide Game View and Game Bar, both industry firsts, deliver a broader viewing experience with 21:9 and 32:9, and the ability to quickly check a variety of gaming information.

In addition, Samsung’s Neo QLED TVs deliver fast game motion at 120Hz with Motion Xcelerator Turbo+, even during gameplay with fixed UI. Sound has also been enhanced through AI-based surround-sound and object tracking sound (OTS+), delivering the ultimate immersive gaming experience.

Nivash Ramsern, Head: Visual Displays at Samsung South Africa said, “An increasing number of gamers look for large screen displays with high-end picture quality when shopping for a TV, and Samsung continues to lead the TV-focused gaming experience.”

For more information on Samsung’s 2021 Neo QLED TV, please visit www.samsung.com