The European TV market declined in the first half of 2017, but Samsung is confident that its business would improve in the second half of the year. The South Korean TV giant sees potential for its QLED and Frame TVs, thanks to 4K resolution, better picture quality, and improved HDR capabilities. The company plans to target premium customers in the European market. The company also feels that the competition between the picture quality of OLED and QLED technologies is now obsolete as consumers not just want the picture quality but a better overall package.
Michael Zoller, the head of Samsung's TV business in Europe, said, “We have no soccer championship this year, so the first half will be weaker than last year for the whole European market, but Samsung can be better in the second half,” in an interview with The Korea Herald. He didn't disclosing any numbers, but he was confident that Samsung could capture a majority of customers in Europe's premium TV market (TVs priced above $1500), which accounts for more than 20 percent of the overall market. Samsung's QLED TVs feature a low-gap wall mount system and an invisible cable.
