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The past and present of Sony OLED TV
On May 9, the author of the Japan Economic News stated that OLED TV technology and products are not unfamiliar to Sony. Sony began developing OLED TV prototypes as early as 2001, and in 2007 it launched the world’s first home OLED TV. However, the 11-inch model failed to attract enough buyers, so Sony suspended sales of the product in 2010. 
It was precisely at that time that the global supply of liquid crystal panels was in excess, resulting in a drop in the price of LCD TVs, and the entire machine manufacturers were generally in a loss. At the end of 2011, Sony transferred all of its shares in Samsung’s joint venture panel factory S-LCD to Samsung. In 2012, Kazuo Hirai replaced Stringer as Sony's new commander, and he began drastic restructuring after he took office. 
In June 2012, Sony and Panasonic announced that they will jointly develop next-generation OLED panels and modules for televisions and large-sized display devices. According to the Japan Economic News, Sony and Panasonic’s OLED project will be merged into Japan Display Products later this year. Since then, Sony will no longer have its own panel production business for TV products. 
Regarding why the high-profile return to the big screen OLED market in 2017, Ichiro Takagi, executive vice president of Sony TV and audio business, said: Because we can externally purchase OLED panel performance has reached a compelling level. 
Another Sony executive stated that even after exiting OLED TV sales in 2010, Sony continues to develop OLED display products and cutting-edge image processing technologies for professional use in order to introduce new models later (if conditions permit). Be ready at all times.
Sony's "external panel + home display technology" strategy
Sony, who has always been proud of independent innovation, is now trying to achieve professional division of labor and cooperation with other companies. Although there are few companies in the market that can provide mature OLED panels, which are more likely to lead to increased competition, Sony is confident that it will win competition with its exclusive image processing technology. 
This confidence comes from the significant increase in Sony's LCD TV business, and the panel of LCD TVs is also purchased from the outside. The Sony LCD TV business, which had suffered a loss for a period of ten years, ushered in the first year after the loss in the 2014 fiscal year. Since then, Sony TV’s operating profit has increased by 10% in the 2015 fiscal year.
In 2017, Sony’s goal was to increase its share in the global flat-panel TV market (calculated on a sales basis) from 8.5% to 10%. It is understood that the positive impact of this determination has already been seen in the Tokyo Stock Exchange. reflect.
As of May 9, Sony's market value reached 5.04 trillion yen, the first time since 2008 exceeded the 5 trillion yen mark. Sony's stock also performed strongly, rising 4% to 3,989 yen per share. At the same time, the market value of Mitsubishi Electric, Panasonic, and other traditional Japanese electronics companies hovered in the range of 3 trillion yen. 
Sony currently has a very large-scale business operation in Europe. Therefore, the result of the French election last Sunday gave Sony's stock price an uplifting effect. At the same time, investors are generally optimistic about Sony's bright outlook for the 2017 fiscal year. Sony expects that the group's operating profit will reach 500 billion yen this fiscal year, second only to 527 billion yen in 1998. 
Can Sony Reshape the Trinity Era
Some people think that Sony's current forecast is still conservative, and the future does not rule out the possibility of improving earnings forecasts. Even if operating profit exceeds 527 billion yen in 1998, will Sony regain the glory and glory of the Trinitron era?
The answer is: not necessarily! Because in the era of mobile Internet, people's interest and attention have been completely diversified and small-minded, and the days when a company beats the world with a single product and technology package are gone forever. But then again, Hirai did not seem to regard financial victory as a measure of Sony's ability to reshape its glory. He believes that as long as we continue to introduce products that make consumers marvel, and continue to consolidate beliefs in the core powder group, it is an amazing achievement!
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In early May, Sony held product launches in the United States and Japan, respectively, officially announcing the launch date and price of the Bravia OLED A1 series TVs that have been on display at this year's CES 2017 (the Chinese market has been listed first). The venue for the U.S. conference was selected at the Westwood Gallery in Manhattan, New York. This activity, called Evolution, was actually an installation art exhibition elaborately designed and built by Kaz Shirane in Tokyo. Digital Trends, a well-known consumer technology media in the United States, commented that: Sony’s killer weapon OLED TV is not only a technical masterpiece, but it is still a work of art in a gallery in New York.
September 19, 2022