July 17 news, Samsung Display strengthened its IT division. In order to secure customer acquisition for the IT eighth-generation organic light-emitting diode (OLED) production line (A6) that is targeted for operation next year and to prepare for the expansion of the IT OLED market. Samsung Display plans to mass-produce IT OLEDs such as Apple MacBook on the IT eighth-generation OLED production line.

Samsung Display quickly implemented organizational reforms on the 1st and added an IT sales team within the IT division. The original IT division only had an IT technical team and an IT development team, but after the organizational reform on the 1st, the IT sales team was added.

Previously, the small and medium-sized business unit and the large business unit have each had a development office, various development teams, and multiple sales or marketing teams. The small and medium-sized business unit is mainly responsible for the production of OLED products for smartphones such as Samsung Electronics Galaxy and Apple iPhone. The large business unit produces quantum dot (QD)-OLED for TVs and monitors.

Samsung Display has added an IT sales team within its IT division, presumably to cope with the full development of its IT OLED business. Although Apple's first OLED iPad, launched last year, did not sell well, Apple plans to launch products such as OLED MacBook starting next year. Samsung Display plans to handle these IT products on its 8th-generation IT OLED production line.

In December 2024, Samsung Display announced a personnel appointment, with Vice Chairman Lee Jong-hyuk, head of the Large Business Division, concurrently serving as head of the IT Business Division. Vice Chairman Lee Ju-hyung will serve as head of the Small and Medium Business Division. Before Chairman Lee Chung took office as president in December last year, the head of the Small and Medium Business Division (current president) served concurrently as head of the IT Business Division.

At the time, the industry believed that Samsung Display's decision to have the head of the large business division concurrently serve as the head of the IT business division was beneficial to the expansion of the overall IT OLED business. Although QD-OLED for displays and small and medium-sized IT OLED for tablets and notebook computers have different technologies, synergy can be expected by reflecting customer needs and new technology trends. At the same time, it can also avoid proposing similar products of different sizes to the same customer.

In addition, in the personnel changes on the 1st, the head of the planning team (vice chairman) of Samsung Display headquarters and the head of the planning team (vice chairman) of the small and medium business division exchanged positions. The planning team head shared the same department in terms of decision-making on investment, but the headquarters planning team head also added the business of supporting Samsung Electronics' business TF (task force).

Samsung Electronics' subsidiary is looking for ways to expand its business in China under the instruction of Samsung Electronics Chairman Lee Jae-yong. In view of this, Samsung Electronics' TV division recently discussed the procurement of liquid crystal display (LCD) TV panels with BOE (BOE).

Samsung Display has reportedly made minor changes to its board of directors since Chairman Lee Chung took office in December last year. The personnel changes on the 1st were not the first.