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Samsung Debuts 'Nth-Screen' Strategy

3/21/2011 12:01:00 AM Eastern

NEW YORK — Samsung Electronics America gave a
formal sendoff to its new Nth-Screen strategy, which
stresses connectivity and content sharing between
multiple display devices both in and outside the home.

Tim Baxter, Samsung Electronics America president,
said at a press briefing here at the Samsung
Experience last Wednesday, the term Nth-Screen is
a play on the math symbol representing multiple, as
opposed to simply three screens, as some people are
referencing in the quest to define a true TV everywhere
experience.

Samsung is promoting connectivity and sharing between
its Smart TVs, PCs, PC monitors, Galaxy tablets
and smartphones, among other devices.

The strategy stresses easy content access and flexible
use between different devices. Central in that
strategy are the multiple TV platforms Samsung is employing
in various model steps in its 2011 TV lines.

The highlights are Samsung’s Smart TVs that offer
a wide variety of apps either embedded on the set at
purchase or available after purchase through Samsung’s
Apps store. That store has also expanded to a
store-within-a-store concept offering the purchase of
apps through apps, as well.

The Smart TV platform also has an integrated Smart
Hub that enables easily searching multiple content services
for programs while also delivering suggestions
based on user viewing patterns, and engaging in social
networking all on one screen. The Media Hub is also
available on various handheld devices and PC monitors.

Meanwhile, top-of-the-line LCD and plasma models
include the Smart TV system and employ Samsung’s
active-shutter 3D technology. Smart Hub is available
on almost all 40-inch or larger LED TVs, including
D8000, D7000, D6400, D6300 and D6000 series
models and on select plasma models, including the
D8000, D7000 and D6500 series.

As for new apps available to Samsung-connected
products, the company said it has reached a deal to
offer the HBO Go service. The app, which will be available
later this year, can be installed onto a Samsung
Smart TV or Smart Blu-ray player, and will be available
at no extra charge to HBO subscribers in the U.S.,
who authenticate through their current, participating
television provider.

Subscribers also have access to HBO Documentary
Films, HBO Sports and a wide selection of blockbuster
theatricals.

It will also add the MTV Music Meter app that allows
fans to discover, consume, share and interact with new
music. It features a countdown of the top 100 trending
artists based on social-media buzz as well as audio,
video, artist news, tweets, bios and a feature that
showcases similar artists.

Meanwhile, Baxter pointed out that Samsung led U.S.
market share for 3DTVs in 2011 on both a unit and dollar
volume basis, and aims to repeat the performance
in 2011. It also led the industry in sales of connected
TVs. According to The NPD Group, Baxter said, U.S.
connected-TV sales amounted to 2.5 million units in 2010 “and that will grow significantly faster” in 2011.

In light of some rival companies introducing passiveglasses-
based 3DTV products this year, John Revie,
Samsung home entertainment products senior VP, said
his company is emphasizing the many performance benefits
of active-shutter 3D glasses-based TVs, including full
1080p resolution and wider viewing angles.

For connected TV, he said Samsung will communicate the
Nth-Screen strategy to consumers and retailers in a manner
similar to the introduction of Samsung’s first LED TVs.

“We offered a big 12- to 16-foot merchandising display
that talked to the benefits of LED,” Revie said. “We’ll start
doing that this year with Smart TV and even 3D, but have
an Nth-Screen element to help the consumers understand
how you can steer content across different screens,
whether it is a Galaxy Tablet or a big-screen TV.”

Revie said Samsung will launch an ad program this
spring advertising the ultra-slim D6000-series TVs, highlighting
the ultra-narrow bezel design.

In 3D glasses, Samsung is introducing four new models
from eyeglasses designer Silhouette that integrates Bluetooth
technology to link wirelessly with less interference
than IR to the TV emitter. The new active-shutter glasses
weigh less than an ounce and are prescription ready.

As a bonus to purchasers of all Samsung 3DTV sets, Samsung
said that starting this month it is offering a free bundle
kit for a limited time, including two pairs of 3D glasses, and
3D Blu-ray Discs of the DreamWorks Animation movies “Megamind”
and the complete “Shrek” movie series.