From April 12 to 14, 2017, InfoComm China 2017, the annual professional audiovisual industry event, was held at the Beijing National Convention Center. LG, the world’s leading manufacturer of large-screen commercial display brands, has further improved its OLED display product lineup this year after bringing the debut of OLED display technology last year, and has demonstrated “the beauty of science and technology†with diversified products and solutions. During the exhibition, Mr. Liu Jiayu (hereinafter referred to as Liu Zong), the LG technical director, accepted an exclusive interview with the reporter of pjtime.com, and OLED and other hot topics concerned by the employment sector shared unique views with the industry.
If the theme that LG conveyed last year was that OLED display technology was “ready to be readyâ€, then this year’s theme is to demonstrate the possibility of OLED application in many fields, that is, OLED has entered the stage of application. So, as the leading brand in this field, how does LG view the development of OLED technology?
On this issue, Liu introduced the two characteristics of OLED technology. First, it leads the industry's image quality level; Second, the volume and appearance of design thin. Because the OLED technology has a wide range of color gamuts, the color that can not be accurately restored by the LCD can be perfectly presented, so the picture quality is further improved. The slim body design brings more convenience to the design and installation. The previously unachievable installation methods can be implemented on OLEDs. For example, LG has tried to create splicing walls in elevator cars and create innovative applications such as surface stitching at airports. After one year of precipitation, LG has made new progress in the field of OLED landing applications. A number of large-scale projects have been signed or executed in the contract, and users' feedback on OLED display is positive.
Liu said that at the current stage, OLED is mainly targeted at high-end markets, such as digital signage applications in science and technology museums, art galleries, corporate showrooms, and high-end retail. The main market for LCD digital signage is fast moving consumer goods (QSR), such as common fast food chain brands. This distinction is mainly due to the effect and cost considerations: high-end brands usually have high requirements for picture quality and appearance, but are not sensitive to cost; while fast-moving fields have a large number of purchases, require stable performance and mature technology, so LG will Recommend appropriate options for specific needs of users in different fields.
Targeting differentiation, diversification of digital signage in the area of ​​commercial display, LG can be described as a typical example of “not going the unusual wayâ€. Last year, the advent of the 86-inch 58:9 ultra-widescreen monitor shook the imagination of the industry. This year, LG set a new record and launched a new 88-inch ultra-wide digital signage display. Mr. Liu introduced that the unique screen ratio of LG Super Widescreen Display can be used for panoramic screen display, and also has professional-grade color display capabilities, which is particularly suitable for the needs of airports, shopping malls, restaurants and other places to publish information. The continuous enhancement of LG in the field of ultra-widescreen display is based on differentiated competition.
Deer outdoor, LCD "poor"
In recent years, with the increase in the brightness level, LCDs have gradually targeted outdoor/semi-outdoor applications from typical indoor applications; on the other hand, small-pitch LED screens that break through the bottleneck of low-light and high-gray have also targeted this market. So, in the field of digital signage, will the two hot technologies have a fierce confrontation?
In this regard, Liu believes that LCD has its inherent advantages, the first is the resolution. The live display of the LG 75-inch outdoor screen has been able to achieve 4K display, and the live display effect is also very eye-catching. This is because the human eye is most sensitive to the perception of brightness, followed by color. In the past, LCD brightness could only be 1500 lumens, or about 2,000 lumens. By improving the panel technology, a W pixel was added to the three primary colors of RGB, and the brightness was increased by 30% compared with the traditional products. In other words, the brightness of current LG products has reached 3,000 lumens. In addition, in order to extend the product's service life, LG has reduced it to 2500 lumens in product applications, and thus ensure that the product does not fade significantly within 30,000 hours of use, that is, the image quality is guaranteed during the product lifetime. of. Through continuous technological innovation and research and development, LCD has achieved commercialization of ideal brightness and stability.
In contrast, LED screens have no advantage in terms of resolution. Due to large dot pitch and drive technology, there are resolution limitations and refreshing flicker, so it is not suitable for close-range indoor applications or applications within 2 meters of the ground. Another point, the brightness down, it will affect the life of the LED screen. From several perspectives, LED is still suitable for large-scale, high-site, large-area applications. Of course, it is undeniable that LED companies have also introduced many advantageous products, but if they compete with LCD 4K outdoor screens with a small pitch LED screen of P1.1 or more, LCDs have more cost advantages.
In addition, LG's 4K LCD display products can also achieve a wide range of applications, such as the ability to carry touch functionality. In addition, because of its low power consumption, it may be integrated into the car charging pile in the future, and it can be used not only to charge electric vehicles, but also to release information, such as advertising tires and auto supplies. It can also be used in bus stops, with solar panels, without cables for self-sufficiency. In addition, in the window display for street shops, smart light control can be achieved, and the brightness is automatically increased in strong sunlight, and the darkening of the ambient light is automatically dimmed to ensure that the picture is always maintained at the best effect. Therefore, there is an advantage in window applications. .
Going to PC, smart applications produce fruitful results. Looking at the field of large-screen commercial displays today, intelligence is an unavoidable topic. In this regard, LG also has a layout. General Liu introduced that all LG's digital signage products are now equipped with an operating system. Connecting directly to a monitor with a network cable can seamlessly interface with the user's back office system, enabling big data analysis, as well as information collection, distribution, and even human-machine interaction. This is exactly what LG advocates “going to PCâ€. As a result, the number of hardware devices is reduced, making the entire system more stable and easy to use.
Liu also cited an actual case in which a chain of fast food brands used traditional display + third-party player solutions. After a device failure, they had to ask the monitor provider and player provider for overhaul, which delayed many days. After the operation, it was found that the fault came from the signal line. The entire process was cumbersome, resulting in a waste of manpower and material resources. More importantly, it affected daily operations.
And LG's plan is to eliminate all the links that are easy to go wrong and send the content directly to the monitor. In this way, it can effectively help users save operating costs. For the slightly higher purchase price of LG products, Liu proposed a concept of Total Cost of Ownership (TOC). That is to say, the overall cost of using a set of plans includes not only the purchase cost but also the maintenance cost of the later period. . With the rising cost of domestic personnel, the proportion of procurement costs is getting smaller and smaller, and the importance of late-stage services is increasingly prominent. For LG, the hardware and service correspond to the same supplier. Once the system fails, the supplier comes to the door one at a time, and does not even need to go through the door to determine the source of the problem remotely. Because the network cable is directly connected to the monitor application interface API, the hardware information of the monitor can be viewed remotely, which greatly improves the efficiency of the post-maintenance.
The technology has no end point, OLED popularization needs the industry to work together as the pilot brand of many technologies, and has a forward-looking perspective for the development of display technology. During the exhibition, LG demonstrated a 0.9mm ultra-narrow framed display in the LCD panel splicing field. So, is this the focus of LCD splicing technology? Liu's answer is: NO. 0.9mm is not an end point but a balance between performance and yield. LG believes that commercial products must reach the most stable and good state before they can be delivered to integrators, engineering companies, and agents. Otherwise, they will be self-destructive.
Regarding the possibility of technological substitution, Liu pointed out that LCDs will not be replaced within a decade based on a huge application base. Moreover, the OLED upstream alliance has not yet been established and OLED will not constitute an alternative threat in the short term. Here we must emphasize that the development of the OLED industry can not be separated from the joint efforts of industry colleagues to accelerate the improvement of the OLED application ecosystem. The mode of fighting alone is not feasible, and the development of plasma has given a clear reference.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
LG Technical Director Mr. Liu Jiayu Receives Exclusive Interview with Projection Times
Positioning high-end, OLED applications as the leading brand in the field of commercial display when landing, LG's actions in the frontier technology field often have a sense of development of the industry. Following last year's OLED display technology debut, this year's LG booth, OLED display products in the category Both have reached new heights in both volume and quantity. Among them, the most eye-catching is the newly released 55-inch wallpaper type OLED digital signage display. Its weight is less than 5.8Kg, its thickness is only 3.65mm, and the separate design of display screen and electronic components makes it unprecedentedly slim. In addition, LG double-sided flat OLED display, as well as new glass integrated OLED digital signage display and other products synchronized stunning debut. Slim wallpaper OLED display
On this issue, Liu introduced the two characteristics of OLED technology. First, it leads the industry's image quality level; Second, the volume and appearance of design thin. Because the OLED technology has a wide range of color gamuts, the color that can not be accurately restored by the LCD can be perfectly presented, so the picture quality is further improved. The slim body design brings more convenience to the design and installation. The previously unachievable installation methods can be implemented on OLEDs. For example, LG has tried to create splicing walls in elevator cars and create innovative applications such as surface stitching at airports. After one year of precipitation, LG has made new progress in the field of OLED landing applications. A number of large-scale projects have been signed or executed in the contract, and users' feedback on OLED display is positive.
Glass-integrated OLED digital signage display
In addition, as the OLED display product line displayed by LG mainly revolves around the application of digital signage, it could not help but cause us to compete with LCD technology. So how does LG, which has both technologies, balance between the two? Liu said that at the current stage, OLED is mainly targeted at high-end markets, such as digital signage applications in science and technology museums, art galleries, corporate showrooms, and high-end retail. The main market for LCD digital signage is fast moving consumer goods (QSR), such as common fast food chain brands. This distinction is mainly due to the effect and cost considerations: high-end brands usually have high requirements for picture quality and appearance, but are not sensitive to cost; while fast-moving fields have a large number of purchases, require stable performance and mature technology, so LG will Recommend appropriate options for specific needs of users in different fields.
Targeting differentiation, diversification of digital signage in the area of ​​commercial display, LG can be described as a typical example of “not going the unusual wayâ€. Last year, the advent of the 86-inch 58:9 ultra-widescreen monitor shook the imagination of the industry. This year, LG set a new record and launched a new 88-inch ultra-wide digital signage display. Mr. Liu introduced that the unique screen ratio of LG Super Widescreen Display can be used for panoramic screen display, and also has professional-grade color display capabilities, which is particularly suitable for the needs of airports, shopping malls, restaurants and other places to publish information. The continuous enhancement of LG in the field of ultra-widescreen display is based on differentiated competition.
88-inch ultra-wide digital signage display
Speaking of this, Liu also revealed the story behind the development of ultra-widescreen displays: The original R&D positioning of ultra-widescreen displays was designed to meet the needs of some countries such as South Korea, Japan, and Singapore. Because of the low commercial floor heights in these countries, LG hopes to meet the design needs of using a widescreen display to fully utilize the lateral space in low locations. While there is sufficient space for commercial floors in China, LG has targeted vertical installation applications to meet the diversified application needs of high-end venues. Liu pointed out that the informatization process of some commercial complexes in the country is still not perfect, especially in the high-end shopping centers that have landed in the early days, and large-scale multimedia content deployment has not yet been implemented. In LG's view, this is a gold mine with huge business opportunities. And LG's commercial display solutions are not only differentiated but also "flexible." Super widescreen display vertical mosaic application
For the application of ultra wide-screen displays in China, Mr. Liu took the four display screens displayed on site as an example. He pointed out that its small footprint allows users to install more screens in a limited space, and the installation effect is also very beautiful. . It can be installed in the escalator entrance instead of the traditional guide card; the horizontal installation can be dynamically oriented at transportation hubs such as airports and train stations, and can be docked with the flight system at the airport; in the metro area, it can be installed as a report station system above the screen door. , Visually display the vehicle stop site. In addition, if the number of screens exceeds the user's display requirements, LG can also use some of the screens for the customer's advertising display, because these areas usually have characteristics such as high traffic, long waiting time, and the advertisement may be viewed more than light boxes. Not only that, LG also has a layout in the financial sector. For example, in a securities company, an ultra-widescreen display can meet the needs of a K-line chart for several months at the same time. In the banking hall, it can realize split-screen display, integrated call number system and information release function. In one, both ends replace the traditional LED, install the calling system, and leave the advertising space for the bank in the middle. This kind of application has been recognized by users. For example, placing high-end brand advertisements in VIP rooms can make full use of the characteristics of high-end audience concentration to maximize the effectiveness of advertising. Deer outdoor, LCD "poor"
In recent years, with the increase in the brightness level, LCDs have gradually targeted outdoor/semi-outdoor applications from typical indoor applications; on the other hand, small-pitch LED screens that break through the bottleneck of low-light and high-gray have also targeted this market. So, in the field of digital signage, will the two hot technologies have a fierce confrontation?
In this regard, Liu believes that LCD has its inherent advantages, the first is the resolution. The live display of the LG 75-inch outdoor screen has been able to achieve 4K display, and the live display effect is also very eye-catching. This is because the human eye is most sensitive to the perception of brightness, followed by color. In the past, LCD brightness could only be 1500 lumens, or about 2,000 lumens. By improving the panel technology, a W pixel was added to the three primary colors of RGB, and the brightness was increased by 30% compared with the traditional products. In other words, the brightness of current LG products has reached 3,000 lumens. In addition, in order to extend the product's service life, LG has reduced it to 2500 lumens in product applications, and thus ensure that the product does not fade significantly within 30,000 hours of use, that is, the image quality is guaranteed during the product lifetime. of. Through continuous technological innovation and research and development, LCD has achieved commercialization of ideal brightness and stability.
In addition, LG's 4K LCD display products can also achieve a wide range of applications, such as the ability to carry touch functionality. In addition, because of its low power consumption, it may be integrated into the car charging pile in the future, and it can be used not only to charge electric vehicles, but also to release information, such as advertising tires and auto supplies. It can also be used in bus stops, with solar panels, without cables for self-sufficiency. In addition, in the window display for street shops, smart light control can be achieved, and the brightness is automatically increased in strong sunlight, and the darkening of the ambient light is automatically dimmed to ensure that the picture is always maintained at the best effect. Therefore, there is an advantage in window applications. .
Going to PC, smart applications produce fruitful results. Looking at the field of large-screen commercial displays today, intelligence is an unavoidable topic. In this regard, LG also has a layout. General Liu introduced that all LG's digital signage products are now equipped with an operating system. Connecting directly to a monitor with a network cable can seamlessly interface with the user's back office system, enabling big data analysis, as well as information collection, distribution, and even human-machine interaction. This is exactly what LG advocates “going to PCâ€. As a result, the number of hardware devices is reduced, making the entire system more stable and easy to use.
Liu also cited an actual case in which a chain of fast food brands used traditional display + third-party player solutions. After a device failure, they had to ask the monitor provider and player provider for overhaul, which delayed many days. After the operation, it was found that the fault came from the signal line. The entire process was cumbersome, resulting in a waste of manpower and material resources. More importantly, it affected daily operations.
And LG's plan is to eliminate all the links that are easy to go wrong and send the content directly to the monitor. In this way, it can effectively help users save operating costs. For the slightly higher purchase price of LG products, Liu proposed a concept of Total Cost of Ownership (TOC). That is to say, the overall cost of using a set of plans includes not only the purchase cost but also the maintenance cost of the later period. . With the rising cost of domestic personnel, the proportion of procurement costs is getting smaller and smaller, and the importance of late-stage services is increasingly prominent. For LG, the hardware and service correspond to the same supplier. Once the system fails, the supplier comes to the door one at a time, and does not even need to go through the door to determine the source of the problem remotely. Because the network cable is directly connected to the monitor application interface API, the hardware information of the monitor can be viewed remotely, which greatly improves the efficiency of the post-maintenance.
Electronic meal application
The benefits of smart applications are far more than these. For example, Liu cited LG’s case at a fast food restaurant in Hong Kong. Among the five digital signage displays in the store, four display electronic meal cards and one for advertising. Through the background logic setting, once the meal display screen fails, the advertisement screen will stop the advertisement and the content will switch to the contents of the menu that should be displayed on the fault display screen to minimize the burden on the IT department and reduce the business caused by the equipment failure. loss. In another case of brand cooperation, the LG Digital Signage System was linked to the user's inventory system. For example, there was only 200 stocks of beef on one day and 200 hamburgers could be produced. It could be set as the system sold 190 beef burgers. The beef hamburger option was removed from the reception menu, thereby reducing front desk cash register and staff pressure. LG webOS smart digital signage platform
In addition, external infrared sensing, brightness sensing, but also to achieve large data acquisition. It can even replace the shake signal transmitter. LG's Bluetooth module can now cover a range of 20 meters, and broadcast signals for pushing Bluetooth tags can be updated remotely. If the user has secondary development needs, LG can provide more interfaces to achieve the desired effect of the user. Through the diversification of in-depth customization, LG once again realized the differentiation of products and solutions, and promoted intelligent applications to enhance user productivity. The technology has no end point, OLED popularization needs the industry to work together as the pilot brand of many technologies, and has a forward-looking perspective for the development of display technology. During the exhibition, LG demonstrated a 0.9mm ultra-narrow framed display in the LCD panel splicing field. So, is this the focus of LCD splicing technology? Liu's answer is: NO. 0.9mm is not an end point but a balance between performance and yield. LG believes that commercial products must reach the most stable and good state before they can be delivered to integrators, engineering companies, and agents. Otherwise, they will be self-destructive.
LG 0.9mm and other borders ultra-narrow splicing display
Liu believes that it takes two to three years for the LCD seams to evolve from 3.5mm to 1.8mm, and the 1.8mm evolution to the next phase is similar, and new breakthroughs may be achieved next year or later years. . In addition to reducing the seams, there is another way to reduce the impact on the screen, which is to increase the size of the unit. Projection Times has learned from industry sources that LG may soon introduce a 65-inch 4K splicing unit, and 4 units will be able to complete 8K large-screen splicing. Regarding the possibility of technological substitution, Liu pointed out that LCDs will not be replaced within a decade based on a huge application base. Moreover, the OLED upstream alliance has not yet been established and OLED will not constitute an alternative threat in the short term. Here we must emphasize that the development of the OLED industry can not be separated from the joint efforts of industry colleagues to accelerate the improvement of the OLED application ecosystem. The mode of fighting alone is not feasible, and the development of plasma has given a clear reference.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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