Samsung to focus on Onyx Cinema LED for growth

South Korean technology giant Samsung, which holds 50% market share in the digital signage business in India, sees huge growth in the LED business, with its recent introduction of Onyx Cinema and LED for Home.

Puneet Sethi, Vice President, Consumer Electronics Enterprise Business, Samsung India, said, "The digital signage market is growing at 20%, and we are growing more than the market. We want to focus on our new launches- Onyx Cinema LED, which revolutionises the theatre experience with futuristic features such as Onyx View, Onyx 3D, and Onyx Sound; and LED for Home."

While the first Onyx Cinema LED theatre was launched at PVR, New Delhi recently, the second one will be launched in Mumbai in January next year.

"Onyx Cinema LED theatre in New Delhi was our 12th installment across the world, and we are planning to install at least three to four screens in the country soon," said Sethi.

The screen delivers High Dynamic Range (HDR) to the cinema, showcasing on-screen contents at peak brightness level - nearly 10 times greater than that offered by standard cinema projectors (146fL versus 14fL).

Samsung is targeting NRIs, working professionals, affluent and aspirational millennials with its LED for Home.

Apart from this, Samsung offers products that are suited to verticals like retail, government, IT and ITeS, hospitality, entertainment, corporate, and transportation sectors.

According to a global market research firm, 6Wresearch, India digital signage market is projected to reach $874 million by 2022. Apart from Samsung, the other key players include LG, Panasonic, Sony, Xtreme-Media, Nusyn Digital (Formerly Scala), Vyoma, LiveMedia, and others.

Samsung's portfolio in displays includes standalone displays; Videowall, the large and high-resolution data walls made by tiling multiple displays together; Interactive, which is high impact interactive displays clubbed with related software's deliver rich content; Stretch, a slim profile display; and Outdoor, which helps in reaching customers beyond the storefront.

Talking about its latest offering, Flip, Sethi said, "Unlike traditional boards, no touch pens are required to interact with the screen and notes can be erased through a quick palm swipe."

It facilitates collaborative digital engagement and it is also portable.

"The next big growth in display business is expected to come from Tier -II and Tier III cities. Since the SMB market requirements are growing continuously, we see a lot of traction for our products, from that segment," added Sethi.