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8K OLED SMART TV:
PRODUCT PLAN
ALLEN DAWSON
GENNIE NEO
SEBASTIAN SEAR
GIULIA SORIELLO
MSIN207P: PRODUCT, TECHNOLOGY and OPERATIONS
SCENARIO WEEK 4
09/03/2016
8K OLED SMART TV
1. CORE TEAM
	
	
	
2. ORGANISATION STRATEGY
	
	
Company:	LG	Electronics	
	
Division:	LG	Electronics	TV	&	Home	Entertainment	
	
LG	Electronics	has	positioned	itself	as	a	dominant	player	in	the	market	for	premium	
consumer	electronics.	Since	the	launch	of	their	first	OLED	TV	model	in	20131
,	LG	has	
demonstrated	its	ambition	to	pave	the	future	of	OLED	technology.	
	
LG’s	initial	focus	on	creating	momentum	in	next-generation	OLED	technology	has	
now	given	way	to	the	goal	of	expanding	the	market	penetration	of	OLED	TVs,	
retaining	its	strong	leadership	role	in	the	global	OLED	TV	market	with	over	90%	
market	share.2
	LG	aims	to	consolidate	its	offering	and	technological	capabilities	by	
expanding	the	line	with	new	models.	Operations	for	the	upgrade	of	their	M2	
production	facility	for	OLED	TVs	started	in	20143
,	and	the	company	has	announced	
an	investment	of	$9	billion	to	build	a	new	manufacturing	facility	of	OLED	displays4
	
which	will	ready	for	mass	production	in	the	first	half	of	2018.5
			
1
	http://www.flatpanelshd.com/article.php?subaction=showfull&id=1364794989	
2
	http://www.oled-info.com/displaysearch-35200-oled-tvs-sold-q1-2015-90-lg-electronics	
3
	http://www.forbes.com/sites/johnarcher/2014/11/12/oled-for-everyone-lg-explains-how-
its-making-oled-tvs-affordable/#68e1f0862098	
4
	http://www.bloomberg.com/news/articles/2015-11-26/lg-display-to-spend-more-than-10-
trillion-won-on-new-panel-plant	
5
	http://www.flatpanelshd.com/news.php?subaction=showfull&id=1448894534	
Department	 Assigned	
Marketing	&	Sales	 Sebastian	Sear	
Operations	 Allen	Dawson		
Engineering		 Giulia	Soriello	
Finance		 Gennie	Neo
3. PORTFOLIO
	
3.1	LG	product	releases	
	
Every	January,	the	main	players	in	the	electronics	industry	showcase	their	newest	
products	and	technological	advancements	at	the	international	Consumer	Electronics	
Show	(CES)	held	in	Las	Vegas,	Nevada.	CES	is	an	important	window	to	understand	
the	future	of	the	industry.		
	
The	roadmap	in	Exhibit	1	highlights	LG’s	highest	specification	TVs	announced	at	CES.	
2014	marked	the	exit	of	Plasma	TVs,	and	traditional	LCD	displays	are	gradually	being	
phased	out.	Although	a	market	for	LED	variations	of	LCD	displays	still	exists,	the	
future	for	LG	TVs	appears	to	lie	in	the	emerging	OLED	platform.		
	
	
3.2	Discontinued	products	
	
We	have	collected	data	on	LG’s	most	recently	discontinued	TV	model	series	in	order	
to	estimate	the	average	lifespan	of	a	LG	TV6
:	
	
- To	date,	none	of	the	product	series	released	in	2015	have	been	discontinued	
- Some	models	of	the	LBxxxx	series,	released	in	2014,	have	been	discontinued	
- Some	models	of	the	LAxxxx	and	LNxxxx	series,	released	in	2013,	have	been	
discontinued	
	
On	the	other	hand,	some	models	from	the	UBxxxx7
	and	GAxxxx8
	lines,	released	in	
2014	and	2013	respectively,	are	still	on	the	market.	This	suggests	that	the	minimum	
lifecycle	of	a	new	LG	TV	is	approximately	2-3	years.	
	
Although	not	explicitly	stated,	the	primary	reason	for	discontinuing	a	product	series	
appears	to	be	the	improvement	of	visual	or	technological	components.	Once	the	
product	has	been	incrementally	improved,	it	is	re-released	with	a	new	unique	line	
number.		
		
	
3.3	Competitors	
	
Exhibit	2	highlights	the	highest	specification	TV	model	series	released	by	three	of	
LG’s	main	competitors:	Samsung,	Sony	and	Sharp.	
	
	
6
	http://www.lg.com/uk/discontinued-tvs	
7
	http://www.flatpanelshd.com/article.php?subaction=showfull&id=1396941506	
8
	http://www.flatpanelshd.com/article.php?subaction=showfull&id=1364794989
We	can	observe	that	the	4K	LED	display	market	is	relatively	saturated	and	that	
Plasma	has	not	proven	a	platform	of	interest	to	the	industry	over	the	past	five	years.	
While	Samsung	is	investing	in	Quantum	Dot	technology,	LG	is	dominant	in	the	OLED	
space.		
	
8K	resolution	display	technology	is	an	immediate	area	of	significant	opportunity.	In	
September	2015	Sharp	announced	the	world’s	first	commercially	available	8K	
resolution	display	TV.9
	At	CES	2016,	LG	and	Samsung	announced	that	they	were	to	
follow	suit	by	introducing	their	own	98-inch	LED	8K	TV	models.10
	
4. PRODUCT DESCRIPTION & POSITIONING
	
	
4.1	Product	concept	
	
We	suggest	that	the	next	natural	step	in	LG’s	product	strategy,	to	sustain	its	strategic	
focus	on	OLED	technology	and	strengthen	its	leading	role	in	the	OLED	TV	market,	is	
to	introduce	the	first	commercially	available	OLED	display	TV	with	8K	visual	capacity.		
	
	
The	8K	OLED	Smart	TV	builds	on	the	same	specification	of	our	latest	OLED	TV	model,	
OLED65G6P,	shown	in	Exhibit	6.	The	major	improvement	is	the	advancement	from	
4K	resolution	(3840	x	2160)	to	8K	resolution	(7680x4320).	The	model	runs	on	the	
latest	available	LG	operating	system	available,	which	at	the	time	of	launch	will	be	
9
	http://www.bbc.co.uk/news/technology-342672	
10
	http://www.engadget.com/2016/01/08/8k-attack-lg-and-samsungs-super-high-res-tvs-
are-here/	
Figure	1
WebOS	4.0.	New	versions	of	the	LG’s	operating	system	are	released	approximately	
every	two	years;	following	this	timeline,	we	expect	a	second	launch	of	the	product	
running	on	the	updated	operating	system	two	years	later,	in	time	for	the	Olympic	
Games	in	Japan.		
	
	
4.2	Technology	requirements	
	
Fig.	2	shows	the	lifecycle	of	TV	technology	and	the	current	position	of	the	most	
commonly	used	platforms.		
	
	
OLED	technology	and	other	emerging	visual	platforms	like	Quantum	dot	currently	
represent	the	biggest	business	opportunities.	OLED	is	still	in	its	developing	phases,	
but	it’s	relatively	advanced	and	consolidated	compared	to	Quantum	dot,	and	has	
been	commercially	available	since	2013.	The	specifications	of	the	different	platforms	
are	shown	in	Exhibit	7.	
	
LG	has	a	competitive	advantage	on	OLED	technology,	thanks	to	its	initial	investment	
in	WRGB	White	OLED	technology,	which	more	cost-effective	compared	to	RGB	OLED	
technology	used	by	competitors.	Reports	estimate	that	the	cost	of	producing	a	55-
inch	panel	is	twice	as	high	using	RGB	OLED	than	WRGB	OLED.	11
	
	
The	company	has	obtained	a	patent	agreement	with	Universal	Display	and	has	
signed	a	OLED	Technology	Licence	Agreement	and	Supplemental	Material	Purchase	
11
	http://www.cnet.com/uk/news/lg-says-white-oled-gives-it-ten-years-on-tv-competition/	
Figure	2
Agreement,	which	will	be	in	effect	until	December	31,	2022.12
	The	main	
differentiating	OLED	technologies	are	the	Oxide	TFT,	WRGB	and	Solid	Phase	
Encapsulation	system.		
	
LG	has	made	significant	investments	in	its	production	facilities,	recently	launching	
the	M2	production	plant	and	announcing	a	second	production	facility	for	OLED	
flexible	screens.	It	is	currently	the	only	company	able	to	have	a	production	yield	rate	
of	almost	80%.13
	The	establishment	of	these	facilities	aims	to	drive	up	production	
and	reduce	production	costs.		
	
The	technology	needed	to	develop	8K	resolution	OLED	TVs	is	already	present.	The	
development	process	involves	converting	the	bottom	emission	structure	which	is	
currently	applied	to	4K	OLED	TVs	to	the	top	emission	structure	with	a	higher	
aperture	ratio.14
	
	
The	process	from	development	to	release	to	combine	4K	resolution	–	first	
introduced	by	LG	in	201315
	–	with	OLED	technology	took	approximately	two	years.	
We	expect	the	same	two-year	development	process	for	the	8K	OLED	Smart	TV.	
	
	
4.3	Customer	segments	
	
The	team	has	identified	four	key	customer	segments	for	consumer	electronics:		
	
1. Visual	Enthusiasts,	who	are	willing	to	pay	more	for	better	viewing	quality	
2. Tech	Geeks,	who	appreciate	smart	TVs	and	carefully	select	operating	systems	
3. Size	Matters	customers,	who	prefer	larger	TV	screens	and	are	not	necessarily	
interested	in	smart	TVs	
4. Budget	Buyers,	whose	primary	concern	is	the	price	of	the	TV	and	are	not	
interested	in	special	features	
	
With	the	8K	OLED	Smart	TV	we	are	targeting	mainly	the	Visual	Enthusiasts.	
	
	
	 	
12
	http://optics.org/news/6/1/35	
13
	http://www.oled-info.com/lg-says-oled-tv-yields-over-80-wrgb-puts-it-years-ahead-
competitors	
14
	http://www.ubiresearch.com/the-key-technology-to-realize-8k-oled-tv-is-
transparent-hybrid-encapsulation-technology/	
15
	http://www.flatpanelshd.com/article.php?subaction=showfull&id=1364794989
4.4	Market	Analysis	
	
	
	
	
LG’s	current	competitors	are	Samsung,	Sony,	Panasonic,	Sharp	and	emerging	
Chinese	players	TLC	and	Heisen.	LG	and	its	competitors	appear	to	cater	to	all	four	
customer	segments.	We	will	further	analyse	the	competition	for	high	resolution	and	
large	screen	TVs.	
	
Sharp	is	the	first	company	to	release	and	sell	8K	resolution	TV	at	a	selling	price	of	
approximately	$133,000.	It	uses	Indium	Gallium	Zinc	Oxide	Technology,	a	low-power	
method	of	enhancing	pixel	bandwidth16
.	
	
Samsung	introduced	its	first	8K	resolution	TV	that	uses	Quantum	dot	with	Ultra	Black	
Technology	at	CES	2016.17
	The	company	has	moved	away	from	OLED	technology	in	
2013	after	facing	high	production	costs	and	low	yield	rates;	the	final	decision	on	
whether	they	will	mass	produce	OLED	displays	will	come	in	May	2016.18
		
	
The	market	for	8K	TVs	looks	promising.	The	diffusion	of	8K	TVs	is	expected	to	
increase	from	2,700	units	shipped	worldwide	in	2015	to	911,000	in	2019.19
	
16
	http://www.techtimes.com/articles/85244/20150916/forget-4k-tv-sharp-outs-8k-tv-and-
heres-what-you-have-to-spend-to-enjoy-one.htm	
17
	http://www.gottabemobile.com/2016/01/08/8k-tv-from-samsung-lg-show-off-the-future-
of-tv/	
18
	http://www.sammobile.com/2016/02/23/samsung-display-will-decide-on-mass-
production-technology-for-oled-tv-panels-in-may/	
19
	http://press.ihs.com/press-release/technology/global-8k-tv-shipments-approach-one-
million-units-2019-ihs-says		
Figure	3
20
	
We	consider	the	above	forecast	figures	in	assessing	the	total	addressable	market	of	
the	8K	OLED	Smart	TV,	which	is	found	by	multiplying	the	predicted	units	sold	by	the	
price	of	out	8K	OLED	Smart	TV	at	the	corresponding	year.	The	calculated	CAGR	is	
328.59%.	We	expect	the	market	growth	to	slow	down	to	100%	in	the	fourth	year,	
2021.		
	
Based	on	these	figures,	we	expect	the	sales	volume	of	8K	OLED	Smart	TVs	to	start	at	
5,000	units	and	increase	at	the	same	rate	as	the	market	(328%)	for	the	next	two	
years,	slowing	down	to	150%	in	the	fourth	year.		
	
The	market	for	OLED	TVs	has	been	growing	rapidly	since	LG	first	introduced	the	
world’s	first	OLED	TV	in	2013.	A	700%	increase	in	sales	was	recorded	between	the	
first	quarter	of	2014	with	4,600	units	and	the	first	quarter	of	2015	with	35,200	
units.21
	The	OLED	TV	market	is	expected	to	grow	further	from	400,000	units	in	2015	
to	7	million	units	in	2019.22
	
	 	
20
	http://press.ihs.com/press-release/technology/global-8k-tv-shipments-approach-one-
million-units-2019-ihs-says		
21
	http://www.oled-info.com/tags/market-reports/displaysearch		
22
	ibid. 22	
Figure	4
4.5	Development	model	
	
We	believe	that	a	Waterfall	development	approach	is	more	suitable	for	the	
production	and	sales	of	the	8K	OLED	Smart	TV.	LG	already	has	all	the	technology	and	
production	requirements	in	place	for	developing	the	8K	OLED	Smart	TV	and	we	
believe	it	is	more	important	to	focus	on	the	end	product	to	present	to	market	rather	
than	rushing	on	timing.	Moreover,	given	the	nature	of	the	product,	testing	and	after-
the-fact	changes	can	aggravate	development	costs	and	disrupt	the	production	lines.	
	
	
4.6 Product	Development	Overview	Plan	
	
We	advice	to	schedule	the	launch	the	8K	OLED	Smart	TV	during	CES	2018	to	allow	
maximum	media	coverage.	We	propose	a	second	launch	date	in	2020,	in	time	for	the	
Olympic	Games	in	Japan.		
	
Reports	estimated	that	LG’s	8K	televisions	would	be	priced	at	lowest	$20,000.23
	
Given	that	the	price	difference	of	LG’s	4K	TV	and	4K	OLED	TV	is	double,	we	propose	
to	set	the	launch	price	of	$40,000	for	the	8K	OLED	Smart	TV.	Initially,	this	will	most	
likely	appeal	to	only	a	small	target	group.	However,	we	expect	a	mass	
commercialization	of	the	product	to	occur	in	the	second	half	of	2020,	carrying	on	
through	to	2022.		
	
5. BUSINESS CASE
	
5.1	Revenue	
	
We	identified	the	total	addressable	market	(in	USD)	by	calculating	the	CAGR	of	unit	
sales	of	8K	TVs,	which	is	328%.	We	calculated	a	starting	market	size	of	$312	million,	
which	is	expected	to	grow	to	$12.48	billion	in	2018,	$21.8	billion	in	2019,	$62.4	
billion	in	2020	and	$78	billion	in	2021,	with	LG	maintaining	a	steady	market	share	of	
2-3%.	
	
Based	on	the	launch	quantity	of	LG	4K	TVs	in	2013	–	with	650	units	sold	in	the	first	
quarter	and	approximately	5,000	units	sold	in	the	first	year	–	we	projected	an	initial	
sales	volume	of	5,000	units.	We	propose	a	launch	price	of	$40,000	with	a	$10,000	
reduction	every	year.	Our	expected	revenue	is	$200	million	in	2018	to	reach	$2.3	
billion	in	2021.	
	
	 	
23
	http://www.hollywoodreporter.com/behind-screen/ces-8k-tv-what-do-853541
5.2	Cost	of	sales	and	development	costs	
	
Projected	expenses	have	been	calculated	by	looking	at	historical	data	from	the	
annual	report24
:	the	percentage	of	cost	of	sales	is	78%	of	net	sales;	Marketing	and	
Sales	expenses	amount	to	12%	of	net	sales;	Administration	and	General	expenses	
are	2%	of	net	sales.	
	
LG	had	an	R&D	expense	of	$267.4	million	in	December	2015,	which	amounts	to	
approximately	$1.7	billion	a	year.25
	Considering	that	TVs	make	up	for	over	a	third	of	
the	revenue	of	LG	Displays26
,	we	estimate	that	the	R&D	costs	will	be	$300	million.	
This	does	not	include	the	cost	of	developing	a	new	operating	system,	which	is	
independent	of	this	specific	product	and	does	not	concern	this	team	directly.		
	
	
5.	3	Profit	Margin	and	NPV	
	
Gross	profit	margin	is	expected	to	be	22%	for	all	four	years	we	plan	to	market	our	
product.	NPV	of	cumulative	cashflow	is	$94	million.		
	
	
	
6. DECISIONS REQUIRED
	
	
It	is	a	logical	step	for	LG	to	release	its	first	8K	OLED	TV,	allowing	further	development	
of	the	OLED	platform	and	sustaining	a	market	monopoly.		
	
Looking	forward	to	the	future	development	and	launch	of	the	proposed	product,	we	
ask	the	Product	Approval	Committee	to	authorise	the	move	forwards	to	the	planning	
phase.	The	key	decisions	are	outlined	in	the	phase	review	section	of	the	product	
development	overview	plan	[Exhibit	5].			
	
	
24
	http://www.lg.com/global/investor-relations/reports	
25
	https://ycharts.com/companies/LPL/r_and_d_expense	
26
	http://uk.reuters.com/article/uk-lg-display-results-q-idUKBREA3M0A020140423
APPENDICES
	
EXHIBIT	1	–	LG	Product	Releases	Roadmap	
	
	
EXHIBIT	2	–	Competitors	Roadmap
	
	
	
EXHIBIT	3	–	Competition	Space
EXHIBIT	4	–	Business	Case	
	
	
1. Market	size	and	sales	
	
	
BASE	UNIT	 2018	 2019	 2020	 2021	 TOTAL	
Total	addressable	
market	size	
12,480,000,000	 21,864,690,000	 62,473,220,000	 78,091,530,000	 174,909,440,000	
Our	market	share	 2%	 3%	 3%	 3%	 3%	
Sales	Volume	(pcs,	
recognized	
volume)	
5,000	 21,430	 91,845	 229,612	 347,886	
Unit	Price	 40,000	 30,000	 20,000	 10,000	 14303	(weight.	avg.)	
Estimated	price	
erosion	
-	 -25%	 -33%	 -50%	 -100%	(2004-2008)	
Net	Sales	 200,000,000	 642,885,000	 1,836,893,881	 2,296,117,351	 4,975,896,232	
Material	and	labor	
per	unit	
31,200	 23,400	 15,600	 7,800	 11157	(weight.	avg.)	
Subcontracting	&	
partnering	costs	
per	unit	
-	 -	 -	 -	 0	(weight.	avg.)	
Other	costs	per	
unit	
-	 -	 -	 -	 0	(weight.	avg.)	
Direct	Costs	per	
unit	
31,200	 23,400	 15,600	 7,800	 11157	(weight.	avg.)	
Profitability	SPC	
per	unit	
31,200	 23,400	 15,600	 7,800	 11157	(weight.	avg.)	
Total	cost	of	sales	 156,000,000	 501,450,300	 1,432,777,227	 1,790,971,534	 3,881,199,061	
Gross	margin	 44,000,000	 141,434,700	 404,116,654	 505,145,817	 1,094,697,171	
Gross	margin	%	 22%	 22%	 22%	 22%	 22%
2. Costs	
	
	
OPERATING	
EXPENSES	
	
	
	
	
2017	
	
	
	
	
2018	
	
	
	
	
2019	
	
	
	
	
2020	
	
	
	
	
2021	
	
	
	
	
TOTAL	
Gross	R&D	expenses	 300,000,000	 -	 -	 -	 -	 -	
Marketing	&	Sales	
expenses	
-	 24,000,000	 77,146,200	 220,427,266	 275,534,082	 597,107,548	
Administration	&	
General	expenses	
-	 4,000,000	 12,857,700	 36,737,878	 45,922,347	 99,517,925	
Other	expenses	 -	 -	 -	 -	 -	 --	
Gross	Operating	
Expenses	total	
300,000,000	 28,000,000	 90,003,900	 257,165,143	 321,456,429	 696,625,473	
Net	Operating	
Expenses	total	
300,000,000	 28,000,000	 90,003,900	 257,165,143	 321,456,429	 696,625,473
3. Profit	margin,	Return	on	Investment	and	NPV	
	
	
SUMMARY	 2,017	 2,018	 2,019	 2,020	 2,021	 TOTAL	
Addressable	
market	
-	 12,480,000,000	 21,864,690,000	 62,473,220,000	 78,091,530,000	 174,909,440,000	
Market	share		 -	 2%	 3%	 3%	 3%	 0	
Sales	 -	 200,000,000	 642,885,000	 1,836,893,881	 2,296,117,351	 4,975,896,232	
GM	 -	 44,000,000	 141,434,700	 404,116,654	 505,145,817	 1,094,697,171	
GM%	 0%	 22%	 22%	 22%	 22%	 22%	
OPEX	 300,000,000	 28,000,000	 90,003,900	 257,165,143	 321,456,429	 696,625,473	
Gross	
contribution	
-
300,000,000	
16,000,000	 51,430,800	 146,951,510	 183,689,388	 398,071,699	
Cumulative	
contribution	
-
300,000,000	
-284,000,000	 -232,569,200	 -85,617,690	 98,071,699	 -	
Gross	
contribution		
0%	 8%	 8%	 8%	 8%	 8%	
Net	cashflow	
-
300,000,000	
50,786,978	 118,498,095	 302,101,775	 273,984,155	 745,371,003	
Cumulative	
net	cashflow	
-
300,000,000	
-249,213,022	 -130,714,927	 171,386,848	 445,371,003
EXHIBIT	5	–	Product	Development	Overview
EXHIBIT	6	–	Specifications	of OLED65G6P
EXHIBIT	7	–	Specifications	of	OLED	and	Quantum	dot	technologies27
	
	
	
	
Word	count:	1958,	excluding	footnotes	and	appendices.		
27
	http://www.hephnertv.com/oled.html

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