The article features an interview with Samsung Consumer Electronics France VP Guillaume Rault, discussing Samsung’s innovative approach to TVs, specifically its The Frame series that doubles as artwork. Despite having about 10% market share, Samsung leads with its exclusive content partnerships, boasting over 2,500 artworks. Competing brands like Hisense and TCL are introducing similar models but face challenges against Samsung’s established reputation. The focus remains on content quality to maintain market leadership in a rapidly evolving segment.
In a recent conversation with Guillaume Rault, Vice President of Samsung Consumer Electronics France, we explored the company’s commitment to cutting-edge display technology and its exclusive content offerings.
Opportunity in the Market
Samsung has pioneered a unique segment with its TVs that double as artistic displays. While holding roughly 10% of the TV sales market, this South Korean powerhouse has carved out a niche that sets it apart from the conventional black screens typically found in homes. The Frame series aims to elevate the TV experience by showcasing art pieces from various collections, transforming a television set into a framed artwork.
Rival companies like Hisense and TCL have recognized this potential and recently presented their own models—the Canvas by Hisense and NXTFrame by TCL—at the IFA 2024 exhibition in Berlin.
Hisense is testing the waters with a single 55-inch model, but is prepared to roll out larger sizes of 65 inches, 75 inches, and beyond very soon. These Ultra HD panels operate at up to 144 Hz, supporting HDR10+ and Dolby Vision, and come equipped with the Vidaa operating system. Prices start at around 1,300 euros.
On the other hand, TCL offers a more extensive lineup with options ranging from 55 to 75 inches, available with or without an integrated soundbar. Their TVs also come with a wall bracket and an interchangeable magnetic frame, allowing users to customize the appearance easily.
Similar to Hisense, TCL’s models boast Ultra HD panels up to 144 Hz with HDR10+ and Dolby Vision capabilities, running on Google TV at the same price point as Hisense’s 55-inch version.
These newcomers aim to challenge Samsung’s The Frame; however, Samsung is determined to maintain its firm foothold in the market. Guillaume Rault highlights their competitive edge built on years of innovation.
Samsung: A Legacy of Innovation
The first model of The Frame was introduced in June 2017, with 55- and 65-inch options starting at 2,400 euros. Today, a 55-inch model is available for about 1,300 euros.
Samsung has dominated the TV market for 18 consecutive years, achieving an impressive 34% market share in 2024, far outpacing the second-largest manufacturer, which holds about half that share. The company excels in both LCD and OLED technologies.
Samsung Electronics sources panels for its televisions from both Samsung Display and LG Display, utilizing QD-OLED and White-OLED respectively. For LCD panels, since ceasing production in 2023, they primarily source from CSOT, a TCL subsidiary, which accounts for over 25% of their LCD TVs. Other suppliers include HKC, BOE, and Sharp.
A New Focus on Design TVs
To tap into new growth avenues beyond display technologies and larger sizes, Samsung has ventured into design-oriented TVs. Previous models include “The Sherif” in 2015 and “The Sero” in 2017, culminating in the creation of The Frame.
Available sizes now encompass 32, 43, 50, 55, 65, 75, and 85 inches, equipped with an Ultra HD matte panel featuring LED backlighting and a Quantum Dot (QLED) filter. The design aims for minimalism, complemented by a Tizen-powered interface and customizable mounting options.
The TVs also showcase advanced energy management features, including a sensor that activates a low-power blackboard mode when no one is present. This not only conserves energy but allows for a more versatile use of the display when not watching programs. Enhanced customization options, such as upgraded matte finishes and Pantone-certified color accuracy, further enrich the viewing experience.
Exclusive Offerings with The Frame
Samsung is not only focused on technological aspects but also emphasizes its unique access to exclusive content. According to Rault, this combination is key to securing their leadership position in the market.
The heart of Samsung’s strategy lies in a continuously expanding catalog of artworks. By 2022, The Frame’s library grew from 1,600 to 2,500 pieces from over 800 artists, thanks to exclusive agreements with many global museums and galleries.
Rault emphasizes, “This is what sets our offerings apart.” Local initiatives, spearheaded by Samsung’s various subsidiaries, serve to enrich the global content pool. In France, for example, partnerships with notable institutions like the Louvre and Musée d’Orsay highlight their dedication to cultural responsibility.
In a recent announcement in September 2024, Samsung revealed a collaboration to showcase 25 Impression