Samsung Australia’s TV business unit is considered as a “key driver in the Samsung Set Business portfolio, along with the Mobile phone business” (Samsung 2011). The TV business has held a strong top position in the market share (Samsung 2011). LED TVs have led the growth in the TV business, while Samsung’s LCD and Plasma TVs are also industry leaders (Samsung 2011). This indicates that for Samsung Australia, Samsung TV is a strategic fit within the corporate structure, because it sustains the marketing of innovation and distinctiveness. Samsung has focused on innovation to pursue continuous digital convergence and Samsung TV embodies digital convergences too (AO3 2011). Samsung TV also affects the financial performance of Samsung, although competition has intensified with the developments of the 3D digital TV genre.Samsung TV is sold all over Australia in different distribution channels, including the usual department stores and electronic-specialty shops. Samsung TV offers Internet-connection with “Samsung Applications”, “Web Browser,” “Search all”, “Your Video,” “Social TV,” “Skype,” and “Allshare” (Samsung 2011). It also offers 3D viewing capacity. Web Browser enables web users to surf the net through the big screen (Samsung 2011). “Social TV” allows users to share comments with friends and families, as well as chat with them, while they are watching their TV shows (Samsung 2011). Samsung Apps or Applications permit users to access different apps, such as “Sports, News, Entertainment, Social,” and “Big Pond Movies on demand,” as well as, “NRL Game Analyser” (Samsung 2011). “Search All” functions as the search button, where when people enter an “event,” for instance, this search button will search all media streams and the Internet and put results in one area (Samsung 2011). “Your Video” makes recommendations based on past viewed movies; it presents an automatic listing of all-time movie favorites (Samsung 2011).Based on the website of Samsung Australia, it offers “Smart TVs” that can be categorized into several kinds: 1) LED TV, 2) Plasma TV, and 3) LCD TV. Among the three, LCD TV is the first developed, followed by Plasma and LED. LED TV addresses the shortcomings of both LCD and Plasma televisions, by offering better color levels and contrast ratio, and so pictures are clearer and crisper from different angles (Technically Easy 2011). In addition, LED TVs have
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