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Samsung files for 'The Window' trademark - possibly a transparent TV

31 Oct 2018 | Rasmus Larsen |

Samsung has filed for trademark on ‘The Window’ and a source tells BusinessKorea that it relates to a transparent TV that will be exhibited at CES 2019.

Samsung The Window

Samsung already has Serif TV, The Frame, and The Wall. It may soon add ‘The Window’ to its line-up. The Korean company has filed for trademark protection on ‘The Window’ in the EUIPO (European Union International Property Office) as well as USPTO (United States Patent and Trademark Office). Both filings are listed under “Televisions” only.

One source claims that The Window is “a transparent TV that can be seen through when off” and that Samsung is planning to showcase the screen at the CES 2019 show in January.

- “The new product is expected to be exhibited at CES 2019 early next year,” the industry source told BusinessKorea.

However, another source cautions that it “may be a technique other than a transparent display”.

In the past, Samsung, LG, Panasonic, and other companies have exhibited prototypes of transparent TVs. These prototypes have been based on either OLED or LCD technology but the latter requires a bright room – or a light source behind the screen – as it uses the light in the environment as its backlight source. Transparent OLED displays work in both dark and bright rooms as each pixel emits its own light.


Transparent OLED display
Samsung most recently exhibited a prototype of a transparent OLED display (as seen in the photo) in mid-2015. At that time, Samsung said that it had a much higher transmittance than a transparent LCD (45% vs. 10%).

Earlier this month, the company also filed for trademarks on ‘Q Wide View’ and ‘Q Wide Angle’, both classified as relating to “televisions”. This may suggest that Samsung is planning to introduce TVs with wider viewing angles than found on its current line-up of LCD TVs.

Samsung’s The Window may or may not turn out to be a real product. We will probably find out in a little over two months from now when we are on spot in Las Vegas for CES 2019.

- Source: BusinessKorea



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