We are on the eve of the opening of the 2022 World Cup, which will be held in Qatar, this Sunday (20). Unlike previous editions, the FIFA World Cup will take place at the same time as Black Friday – scheduled for the next 25th of November.
This combination results in a growth in the demand for new Smart TVs, which can better meet the demand for higher quality to watch the games of Brazil and other teams in the tournament. To talk about the subject, TudoCelular interviewed LG’s TV executive, Cintia Viani, who told a little more about the moment in the market.
She highlighted OLED and QNED as the main technologies available by LG to deliver color definition and brightness to watch the Cup matches, as well as the growth in demand for larger screens in this period.
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In addition, Cintia highlighted the existence of Artificial Intelligence in the brand’s televisions, to have the device as the center of the connected home, and the addition of cutting-edge connectivity resources, to serve those who want to watch the games also via streaming.
To complete, the executive highlighted the “Sports Alert” feature of the brand’s Smart TVs, a notification on the screen when a match you want to watch is about to start.
Without further ado, see below the full interview with Cintia Viani. You can also check out the video conversation using the player above. Take the opportunity to leave your comment in the space below the text.
Increase in TV sales
“The World Cup is the great seasonality of the TV market. The Brazilian consumer waits for this moment to change products, to bring a nicer one to the house. Mainly, for the living room, and replacing this and the others. It is a very important year. This year, we have the change of having Black Friday together with the World Cup, which is also the biggest annual seasonality in the television market. And LG has been preparing for this moment for a long time. Whether in defining the most suitable products for the market, to serve all types of consumers, or in negotiating with retailers and bringing different technologies to the consumer. Yes, we see a certain increase, especially now in the second half, in television sales. I think this year having Black Friday together with the Copa brought that anticipation. Consumers, since the beginning of the second half, have been warming up and anticipating this purchase and not just leaving it for the end of the year. And the market also brings this year a very important issue. What we predicted is actually happening: the consumer looking for bigger and more specified screens. These are products that will last after the World Cup and bring a nicer immersion experience indoors. As an example, I’m talking about a Dolby Atmos technology, Dolby Vision. The consumer is already looking for a product that is a little more specific. Suddenly, he doesn’t want to buy a more basic 4K TV, and he’s going to buy one with cooler color technology. He plays, so he looks for a product that guarantees a better performance in his favorite games. So, this is LG’s bet and it is, obviously, what we see happening in the market here, especially after the second half.”
Responsible for product and marketing of LG TVs in Brazil
Black Friday vs World Cup
“I think we prepared ourselves, even in discussions with retailers, because it’s new for all of us. So there was anticipation. Both from the industry and the retailer, so that we could have all the stores stocked with products in advance, and also an increase and a greater sales incentive, which started to happen in the second half, so that we could not leave it alone for the moment very close to Black Friday and the World Cup. Because the dates are very similar. We now have a period of the World Cup, of Brazil matches with important dates. So, there was a market movement to have this anticipation.”
Main technologies to watch the games
Screen size and types
“The first thing that Brazilian consumers look for is inches. A bigger TV, to have this issue of immersion very strongly at this moment of watching the World Cup. When we talk about more premium products, I would like to highlight OLED technology, which is exclusive to LG in the Brazilian market. LG has been the world leader in this technology for 9 consecutive years and has evolved this product and the technology itself. All of our OLED products this year are OLED evo, which represent an improvement in technology, both from a panel and processor point of view, and guarantee additional brightness for the consumer. Up to 20% more brightness in the C2 line and up to 30% more in the G2 line. Consumers who want the best product indoors, whether to watch the World Cup or after the World Cup, will look for an OLED evo, and we offer products ranging from 42 to 83 inches. Thinking about larger products for immersion, and smaller ones for those who want to play, not only a console game, but also use the TV product as if it were a monitor and guarantee all the specific attributes and benefits that LG brings to the market for this use product too. When I talk about attributes and benefits, I mention a few things here: our products are 120 Hz, have four HDMI 2.1 inputs – the TVs ready for these new generation consoles –, we exclusively bring compatibility with G-Sync, we bring FreeSync, variable refresh rate, game optimizer. A series of benefits that we bring to the consumer and we bet a lot on this technology for the Brazilian market. We also bring other technologies. Our other bet within the market for this World Cup is the QNED line. It is the most advanced LED LCD TV. A line that guarantees the best in terms of colors. It is a product that brings both color filtering with nanoparticles applied to the product, which filter even and guarantee purer colors, and also quantum dot, which expands this range of colors for the consumer. Those are our two main bets. It is logical that LG works in a very broad market of televisions. We offer products ranging from 32 to 86 inches, in different technologies and resolutions. Rightly suited for the Brazilian market.”
“Consumers looking for these premium products with these benefits and more differentiated attributes have a very nice option at LG. And something I highlight here is the ‘Sports Alert’ that our products also offer. In fact, it’s a series of notifications and alarms, you can choose your favorite team and, watching that game or not, you get alerts of what’s going on with your team. And that obviously working for the World Cup. All the Cup games, whether you can follow them or not, there will be no lack of information. The consumer can have even the most basic ones.”
Most Wanted Models
“The larger screens, actually from 60 and 65 inches, the consumer starts looking for more this year. And our bets are on these more premium screens. It is obvious that the Brazilian market is very broad. And the entire product portfolio ends up doing very well, from the most basic TVs to the most specified. We have a strategy of really focusing on more premium products. So the entire OLED lineup and QNED are our focus products. And even these more specified ones, we have different series, different attributes and inches. They are products that vary a lot from the point of view of price, really.”
Brazilian consumer profile
“The Brazilian market is very broad, and we have consumers who are completely different and look for different technologies. The company is always very attentive to serving this entire market, and one of the very important points that guide LG’s entire strategy is experience. Nowadays, for example, in more basic or more advanced products, you have the same level of experience in Artificial Intelligence and IoT. As we offer even our most basic products integration with Google Assistant, Amazon Alexa and ThinQ AI, we make the consumer have the best Artificial Intelligence experience with a product in the home. We strongly believe in TV as the control center for connected products. This is LG’s premise: always work on experience, regardless of the market in which we are going to operate and the type of consumer. And then, obviously, depending on the scale of technology evolution, we add new benefits and attributes that enhance the consumer experience.”
Expectations for the market in 2023
“I think we talked a little bit about TV product consumption. I’ll give you a very personal opinion here. We see some issues in the market and developments that have been happening in recent years. We are a company very attentive to the evolution of the market itself, LG and other players. What can I say, from the point of view of our bets: OLED technology is the first of them. We have been market leaders for 9 consecutive years. We bring more and more specific products, which add more and more technology. But the gamer segment is very important for the market. So, more and more specified products, for an increasingly demanding public. We know that one second, for this market and the audience that plays, makes all the difference. A pure black too, and other technologies. I also highlight the issue of design. The product is increasingly inserted into an in-house design experience. OLED technology, for example, guarantees extremely thin products, or installed close to the wall, which means practically having a work of art indoors. I can highlight here the issue of the product being the IoT control center indoors. It is increasingly connected and integrated with platforms. And here I say that our products, in addition to all the wizards I mentioned, also works with OCF technology. As it is an open platform, it guarantees many more connected products than a closed one. Those are the points. We talked about OLED, gaming, lifestyle and Artificial Intelligence/IoT/connected products. There are four very important bets that are in line with consumer behavior. Today we see that, in Brazil, TV is the second device with the most internet access. It just sits behind the smartphone. It’s the product being used for other things: controlling products, searching the internet, watching streaming, playing online. I think these are the points I reinforce here.”
connectivity and system
“Our products are super well equipped in terms of processors. They are recognized annually. This recognition takes place year after year and is renewed. Products are prepared accordingly. Really, streaming brings a new opportunity to watch the games. In the past, we only watched the World Cup games on open TV. And now it has super specialized streamings, so that the consumer can watch the games and also participate in all the discussion and differentiated post-game content. TVs are prepared for this. A very cool thing that we bring, since we are talking about applications, streaming and the Smart platform, our platform this year brings webOS 22. And in it, we can create different profiles, as if it were a streaming application , same. All of a sudden, I’m going to watch the movies I like the most on my profile. I have a child, I have a child profile. So, the idea is that you can create up to ten different profiles within webOS. And the big point of this, in addition to the privacy of being able to control what you watch, is also the recommendation of Artificial Intelligence. The more you use it, the more the AI learns your tastes and consumption habits, and is able to recommend more suitable content for you. Having the issue of profiles is super important, so that the consumer also has recommendations that are more appropriate to their consumption profile.”
Message to readers
“I appreciate the participation and the opportunity to come here and talk a little more about the market and all of LG’s innovations. We have prepared with great dedication a very nice year and products that are very suitable for every need, every consumer. I hope you like it a lot and that, obviously, you choose us at this time when you are going to exchange the product in your house.”