Samsung to offer 7 years of free Tizen OS upgrade for AI TVs

Samsung Electronics Co., the world’s top smart TV maker, plans to offer seven years of a free upgrade to its open-source smart TV operating system Tizen for its AI-powered TVs as the company strives to cement its market leadership.

The move comes as the South Korean tech giant faces growing competition from Chinese rivals such as TCL Technology Group Corp. (TCL) and Hisense Group, which are fast encroaching on Samsung’s AI TV market share.

"With the seven-year free upgrade of Tizen applied to AI TVs, we will widen the gap in market share with Chinese companies,” said Yong Seok-woo, president and head of Samsung’s visual display business division, at a business briefing on Thursday.

Initially, the 7-year free update service will be applied to models released this March and some products released in 2023.

Yong said the connectivity offered by Tizen OS differentiates Samsung from Chinese companies.

According to market research firm Omdia, Samsung held a 28.8% share of the global TV market in the first half, maintaining its No. 1 rank for the 19th consecutive year.

Crosstown rival LG Electronics Inc. came in second with a 16.6% market share in terms of value, while Chinese brands TCL and Hisense followed with 12.1% and 10.0%, respectively.

The two Chinese brands together control 21.2% of the global TV market share, closely trailing industry leader Samsung.

TIZEN: HUB OF AI HOME

Tizen is a Linux-based open-source web OS that supports various devices including TVs, mobile devices, home appliances and even signage.

As of the end of 2023, Tizen powered over 270 million Samsung smart TVs, up 440% from 50 million in 2015.

With Tizen OS, TV users can access a variety of Samsung features such as Samsung TV Plus, a vast array of free entertainment channels and on-demand content; Gaming Hub, a platform that provides an integrated gaming experience for over 1,000 titles; and SmartThings, a smart home connectivity device.

Last month, Samsung said Tizen will be embedded in German premium TV brand Loewe’s latest model Stellar, further extending its Tizen licensing program.

Analysts say its deal with Loewe will strengthen Samsung’s bid to challenge Google’s Android and Apple’s iOS not just in hardware such as TVs, home appliances and robots but also in the software segment amid the AI boom.

“AI TVs will serve as the hub of an AI home that connects other AI appliances such as refrigerators and air conditioners,” Yong said. “We aim to advance the AI ​​home era by allowing users to monitor and control peripheral devices through their TV even when the TV is off or when the user is outside.”

AI TV FEATURES

A leading smartphone maker, Samsung also offers a seven-year free software update for its flagship Galaxy S24 series released earlier this year to take the lead in the AI ​​smartphone market.

On Thursday, Samsung unveiled a new AI voice technology that can perform multiple commands at once, unlike previous smart TVs that performed one command at a time.

For example, technology allows AI TVs to understand a user request like: "Find a movie that features both a chicken and a detective, then turn the TV off after two hours.”

Samsung’s AI TVs offer the generative wallpaper function, in which AI recommends images that match a user’s feelings and mood.

Its AI TVs’ Relumino Mode configures on-screen content for vision-impaired users by amplifying contrast, brightness and contours.

Starting next year, Samsung plans to add a real-time translation function that provides Korean subtitles for English broadcasts.

Write to Chae-Yeon Kim at why29@hankyung.com
In-Soo Nam edited this article.