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Q&A with Damon Crowhurst, Head of Visual Display, Samsung Electronics UK, focusing on some of the latest display technologies


Q: What are the current and future market trends that are driving the need for new display solutions?

A: Fast-moving technology is redefining electronic displays and a growing number of consumers are joining the ever-evolving race for best colours, contrasts and brightness available. From watching a movie in striking colour and contrast to taking gaming to new heights, more people are understanding and appreciating products that deliver total immersion, allowing them to enjoy incredible visual experiences like never before.

With technology continuing to move at such a pace, no longer will a display be a black screen in the corner of a room when not in use, but instead a visual backdrop, allowing people to view art, pictures or immersive scenes in highest quality. These digital canvases allow people to create striking centrepieces that bring any room to life. Size and placement of these solutions are no longer restricted either but can be created fully bespoke to a consumer’s specific needs and requirements, regardless of living space and size.

Q: With the popularity of connected homes on the rise, have consumers become more technology-savvy about the technology in their homes, compared to five years ago?

A: Consumers are far more aware of technology around them [today] and have access to numerous ways to educate and understand how technology can be introduced and used in the homes.  With an ever-growing number of devices and technologies that can be connected and form part of a Smart Home, it’s only natural that users demand more from such technology.

Additionally, consumers are becoming more conscious of aesthetics and how it complements the rest of the home décor.  LED technology like The Wall is part of this trend as this is where having scalable, modular technology can blend in and become part of the environment.  LED displays will become a customisable dynamic wall within the house that displays high quality images or videos, for example exotic locations from around the world, or even stunning artworks or bespoke content. 

Q: What is the Wall and the technology behind it?

A: The Wall is a life-size screen with an ultra-slim design that seamlessly blends into its surroundings to provide a new level of immersive viewing and ensures that consumers can experience a superior picture quality too. It is a pioneering modular Micro LED display screen that is configurable and scaleable to suit any environment, from corporate boardroom to luxury living spaces. Powered by unique Quantum Processor Flex, AI upscaling technology automatically enhances content to the optimum resolution according to the screen size and ratio.

For the first time ever, users can experience the ultimate in picture definition, with The Wall’s unique Black Seal technology offering deep levels of black and ensuring ultra-realistic tones in crisp, clear pictures quality. What’s more, The Wall has the world’s first and only LED HDR technology that supports resolution to 8K, providing a seamless LED solution. All of these qualities come together to offer a truly one-of-a-kind, captivating experience on a large scale. And through the self-emissive LED technology, the display is immune to burn-in and has an industry-leading lifespan of 100,000 hours.

Q: How is the Wall installed?

A: As The Wall is completely bespoke and built to the specific requirements and needs of the customer, the installation process can vary depending on the initial request. To ensure that the installation is as flawless as the product, Samsung provides its installation partners with specialised certification training.

The installation process would typically involve a site survey of the intended location to ensure adequate power and ventilation is available, especially if The Wall is to be recessed and facetted into the actual wall itself, as well as ensuring the wall can support the weight load. Assuming the site survey is complete and the location deemed suitable, The Wall comes with all the required accessories to install and operate the LED Hardware. Accessories like the custom-made and precision Samsung-designed wall-mounting kit makes the installation process straight-forward, smooth and seamless.

Q. How can these new display solutions benefit various environments?

A: Analysis has shown that companies that invest in employee experience outperform those that don’t. By using this new technology to openly explain a company’s purpose, values and plans for the future, organisations can better engage with its workers to make them much more actively involved and enthusiastic. It also creates the need for immersive experience to improve employee skill set.

Businesses are also becoming increasingly global and cross-functional, silos are breaking down, connectivity is increasing, and teamwork is seen as a key to organisational success. These new display solutions can help turn passive meetings into active collaborations, stimulating creativity both individually and as a collective force.

For retailers, the growth in eCommerce and the current market turbulence has left many struggling to maintain footfall. But with suggestions that consumers would prefer to spend on experiences rather than goods, using state-of-the-art display technology can better engage their customers and inspire them to walk through the doors.

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