Play book Strategy14 Jun 2022 09:50
When Samsung set out to find the next generation TV one of the prime objectives was to have a technical advange no one else had for as long as possible. They could see QD was the way but couldn't work out how to achieve the essential cadmium free aspect. Competitors where on the same quest. They found the answer with Nanocos tech and IP, but to sign an agreement with Dow Nanoco would have shown the world the way forward and shined a light on Samsungs next generation TV. It would have not been a exclusive agreement with Dow which would have been a huge impact on Samsungs abilities to leverage the, tech, time advantage. They walked away and probably said to Nanoco we're not interested, it's not the answer. I also think LG launched a cfqd TV around the same time, but it was not very good and probably set CFQDS back.
The key for Samsung was to keep everyone in the dark about the next generation TV technologies. Right now the nearest Competitors are years behind and Hansol aren't about to supply anyone, Nanaco are yet to ramp up production so Samsung have a secure supply chain the latest best tech and at least 3 years maybe 5 before they will have any Competitors, Samsung have already started to supply Sony with panels and otherswill follow. This time advantage over Competitors is worth many billions and I can't see them in a rush to settle, there is hardly any downside to letting the legal resolution take its course. Unless Nanoco settle for something less than Samsung believe the court will impose. The wilful infringement being the only cloud on the horizon and that has yet to be argued, Samsung have had judgements against them on willful infringement so it does appear to cause any discomfort. Samsung have had a play book from the kick off and will make Nanoco push this all the way. At the end of the day, because of the technical, time advantages, Samsung will be the market leaders in CFQD TV and no settlement will factor in the financial benefit they will achieve. We will get our pound of flesh, but Samsung will be the better off by far.