Sony 'delays launch of larger OLED screens'

Sony's 27in OLED

The paper says that, whereas once the company was happy to lead in technology, even if the products didn't make an instant profit, now all its efforts are dedicated to turning the TV division around, after six years of losses.

Sony has already launched its XEL-1 11in OLED TV, just 3mm thick, in certain markets, and was planning a launch this year of a larger-screen version. It showed a 27in prototype (pictured above) at the CEATEC show in Japan last Autumn, along with flexible models and OLED displays for portable 'reader' devices.

27in OLED put on hold
Earlier, in Summer 2008, Sony Chief Executive Sir Howard Stringer had said that the company planned to launch a 27in OLED TV within a year; now, according to the WSJ's sources, that will be put back until at least 2010.

The main problem with OLED is that it's pricey both to manufacture and for consumers to buy – that 11in screen carries a price-tag comparable with conventional 50in plasma and LCD TVs – and that doesn't sit well with the TV division's loss-making.

In the last financial year, Sony's TV division lost Y127bn, or around £810m, more than half of the company's operating losses for the year. TVs accounted for just 16.5% of the company's revenue in the same period.

Praise, but no sales
In an interview earlier this year, Sir Howard said that "We got great praise for [OLED], but then you don't sell any. So then, all of a sudden, you have a different problem."

And a part of that problem is thought to be the low yields currently possible on OLED manufacture: although Sony won't give yield figures, it's thought they may be as low as 60%, meaning that four out of every ten screens it makes are unsaleable. The move to larger screens would, it's suggested, give even lower yields, and further increase costs.

Trailing Korean rivals on technology...
Certainly Sony needs something to get it back atop the TV pile: once the world's leading TV maker, it's now considered to be trailing behind Korean rivals Samsung and LG. Former Sony president Ryoji Chubachi was a great advocate of OLED, referring to it as "a symbol of Sony's comeback", but it seems Stringer, his successor, is not so sure.

Some of Sony's rivals seem less daunted by the difficulties of making OLED screens: LG is thought to be planning the launch of a 15in model later this year, and Samsung has shown a 31in model, but told us last Autumn it thought a consumer release was some way off. Panasonic is also thought to be working on OLED screens.

But the main problem for OLED could be current, not future technology: LCD screens are getting thinner, lighter and better, thanks to developments such as LED backlighting. They also use less energy, and are becoming ever more affordable.

...And on sales
Figures just announced for global TV sales in the second quarter of this year show that in volume terms Samsung has a 18.2% market share. It's been the market leader for over three years.

In revenue terms Samsung had a record 23% market share in the second quarter of this year, with LG second on 13.7% and Sony about two percentage points behind in third on 11.8%. LG overtook Sony to take the number two spot in the first quarter of this year.

Panasonic has a 8.6% share, Sharp 6.4%, and the rest accounts for 36.6%.

Latest in AV
Google TV Streamer on a white background
Google TV's latest update adds a secret feature that could hint towards new hardware
iPhone 16e in black and white on a white background
Apple Event 2025: the new iPhone 16e (not SE 4), but no new HomePod or AirPods
LG QNED91 65-inch LCD TV
HDMI 2.2: everything you need to know about the new TV connection
Sky Glass Gen 2 on stand with Rewind logo
Rewind: hi-fi treats from McIntosh and TEAC, Sky Glass TV Gen 2, Apple launch announcement and more
Apple HomePod 2
3 Apple audio and home cinema products we want, but probably won't see, at the iPhone SE 4's anticipated launch
Samsung HW-Q990F soundbar package on a grey backdrop sitting below a TV
Google and Samsung’s Dolby Atmos rival should be coming to Android TVs, too
Latest in News
Musical Fidelity B1xi
Musical Fidelity's new stereo amplifier houses HDMI ARC and a built-in phono stage
A close-up of the FiiO FT7 headphones' earcups.
FiiO's FT7 flagship headphones take the fight to pricier rivals
A grey WiiM Vibelink Amp on a wooden cabinet between two bookshelf speakers.
The WiiM Vibelink Amp is WiiM's first integrated amp with no streaming elements
Q Acoustics 3050i
Save £650 on this five-star Q Acoustics 5.1 home cinema setup
Optoma Photon Go on white background
Optoma's new on-the-go projector is set to be one of the cheaper USTs on the market
Marantz Cinema 30 AVR
Our Award-winning reference Marantz AVR is still selling at its best price ever