UK display market: Changes & challenges

Graeme Little, head of display UK, Samsung Electronics, on changes to, and challenges in, the display market, barriers to success, and tips to youngsters entering AV

How has the UK display market changed in the last few years?

The pandemic disrupted the display market, leading to some real highs and lows. While we saw unparalleled demand in the monitor space, as offices closed, the corporate, retail and signage markets faced tough challenges.

We have seen a significant shift in mindset as to how display can move the industry forward. The overriding feedback from our customers seems to be around collaborative and experiential needs not only from display, but tech as a whole.

We have also seen a real upturn in outdoor display products demand, with the market beginning to truly adopt 'digital' as the future, with LED being the core driver, and both partner and customer ability to adopt and maximise the commercial opportunities it brings.

The market is beginning to retract from a truly remote working environment to hybrid; a mix of office and home working. This presents a huge opportunity for display as companies strive to make the office more appealing and experiential.

What do you see as the key challenges for the display industry?

Display and AV is an integral technology for digital transformation across all verticals and we must embrace the wider opportunities it creates. We must recognise that the benefits to display technology is no longer enough on its own to persuade customers. We must embrace their desire to incorporate data, AI, IoT, SmartThings, UC and collaborative technologies as part of a rounded solution. Display will always be the immersive and desirable piece of the solution as it is where people engage and interact with the information being presented. It is how we use this information and translate that to quantifiable outcomes that will separate us as a business. As such, we need to be open to collaboration with channels, technologies and software partners who will allow us to form tangible, quantifiable outcomes and demonstrate benefits to customers that will set us apart from our competitors.

What are the things that keep you up at night? What do you see as the barriers to success or the greatest challenges for your company/team right now?

As the UK’s newly appointed head of display, I lead the display division within Samsung, reporting directly into our SEUK president. Our display division is made up of 58 staff members aligned into our four product category areas: LCD monitor, smart signage (LFD), LED, and hospitality TV. One of the key areas of responsibility for my role is people growth and development, as well as helping Samsung achieve its desired number one market position in each category.

Samsung is typically recognised in the UK as a consumer brand, but we are also a marketing-leading B2B solutions provider. This requires a lot of effort from across the entire business on positioning, as well as daily reinforcement from our teams to align as a true B2B brand. To establish Samsung as the leading vendor in all display technology sectors, one of our biggest challenges is improving our market share across the LCD monitor market, and maintaining our reputation as a trusted technology partner.

What are you most excited about in the industry in the near future? What are you looking forward to seeing? The opportunity for display is huge. As we make significant strides towards LED technology capabilities, we will inevitably see this migrate to the smaller format sizes, which has a huge impact on how and where we can adopt display technology such as Samsung’s latest LED signage, The Wall, [seeInstallInsights, page6], which has led the market in micro-LED.

Over the last four years, we have been able to grow the business over 130 per cent, and we are about to launch a new programme which we believe will elevate our standing within the network further; something we are truly excited about.

What do you think sets your team/ product/offering apart from others? As a brand, we have amazing solutions and technology which gives us a brilliant platform for success. It is people, however, that make the difference and differentiates Samsung from our competitors. I have inherited a phenomenally good group of people and I believe this is what sets my team apart from others. Samsung creates a wonderful culture which allows individuals to grow and flourish in a business that always looks to remain ahead as an industry leader.

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