In a strategic move to maintain its dominance in the smart TV market, Samsung has announced that it will provide Tizen operating system updates for seven years for its new AI-powered TVs. The move is a direct response to growing competition from Chinese brands like Hisense and TCL, which are rapidly gaining market share.
The announcement, made at Samsung Electronics’ Suwon campus and reported by Korea Businesswill first apply to TV models released in March 2024, as well as some products launched in 2023.
Samsung Expands Tizen OS Updates to Stay Ahead
(Photo: Jonas Leupe of Unsplash)
South Korean tech company Samsung will offer a free Tizen operating system upgrade for seven years for its AI smart TVs, boosting their sales in the long run.
Samsung’s commitment to seven years of Tizen OS updates is a significant shift from its current practice, where updates typically focus on bug fixes rather than upgrading the operating system itself. The policy shift signals Samsung’s intent to improve the longevity and performance of its smart TVs, making them more attractive to consumers who expect long-term support for their devices.
As the global leader in smart TV sales, Samsung is facing increasing pressure from its Chinese competitors.
According to a study by the analysis company Omdia, Samsung held nearly 29% of the global television market in the first half of the year, a decrease of more than 2% compared to the previous year.
Meanwhile, Hisense and TCL quickly narrowed the gap, with market shares of 12.1% and 10% respectively.
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Aligning TV and smartphone policies
Samsung’s decision to expand Tizen operating system updates mirrors a similar commitment made earlier this year for its Galaxy S24 series of smartphones.
In January, the company committed to providing seven years of operating system upgrades and security updates for these devices, reinforcing its reputation for long-term support across its product lines. This strategy not only strengthens customer loyalty, but also differentiates Samsung from its competitors by offering extensive software support that competitors typically don’t.
By comparison, Samsung’s domestic rival LG announced in January that it would offer five years of webOS updates for its smart TVs. However, LG’s announcement lacked clarity on which specific models would get those updates, leaving some consumers uncertain about the extent of support they could expect.
Samsung’s response to market changes
Samsung’s decision to expand support for the Tizen operating system is a calculated response to the changing dynamics of the global TV market. The rise of Chinese brands like Hisense and TCL has introduced increased competition, particularly in terms of price and technology. By committing to long-term software updates, Samsung aims to maintain its competitive edge and reassure consumers that its products will remain up-to-date and functional for years to come.
This shift also reflects the growing importance of software in the consumer electronics industry. As smart TVs become increasingly integrated with AI and other advanced features, the ability to deliver comprehensive and timely software updates becomes crucial.
According to The Verge, Samsung’s new policy ensures that its AI-powered TVs will continue to receive necessary updates to improve performance, add new features, and enhance security, making them a more attractive choice for tech-savvy consumers.
Samsung strengthens its market position
Samsung’s commitment to provide seven years of Tizen OS updates for its new AI-powered TVs is a smart move designed to cement its leadership position in the smart TV market. By aligning its TV update policy with that of its smartphones, the phone maker is sending a clear message to competitors and customers alike that the company is committed to delivering long-term value and staying ahead of the curve in a rapidly evolving market.
As Samsung faces increasing competition from Chinese brands, this policy extension could prove to be a key factor in maintaining its market leadership.
With this initiative, the company not only strengthens the appeal of its current product line, but also sets a new standard for the industry, highlighting the importance of long-term software support in the consumer electronics market.
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