OLED monitors needed to break-in technology

It’s been over eight months since Sony showed off its amazing OLED TVs at CES 2008, including the prototype 27-inch model, yet nothing has been heard about this “breakthrough” technology since that time.

I, for one, was blown away by what I saw (let Wil Wheaton explain it), but have been disappointed by the lack of any further movement. It seems like Sony’s strategy for the OLED screens may be focused in the wrong direction.

The price and size of the first generation OLED TVs is certainly a drawback — $2,500 for an 11-inch screen. It’s also literally impossible to see the vividness of the picture on any normal TV or monitor, so Sony’s decision to sell them only online or in a Sony store means most people would have to actively search one out, or buy sight unseen. Sony should at least put a display model in the home theater departments of electronics chains, just to generate awareness, and so people can see what it looks like.

Sony has also been emphasizing the thinness of the TV screen, even though the large base it sits on renders that feature almost pointless. The real draw (which, again, can only be seen in person) is the million to one contrast and blazing fast refresh speed.

What Sony should be doing is making and marketing OLED screens as monitors, not TVs. Here’s just a few reasons:

Without the TV base, the thin OLED screen could be sit much flatter on top of a much smaller base for a PC connection.

Monitors are a lot smaller than TVs, so an 11-inch screen would be a decent size, and they wouldn’t have to struggle to keep up with TV sizes, just go up a little to 15- and 17-inch models.

Hardcore gamers and PC users are already used to spending thousands of dollars for the latest graphic cards, memory, motherboards, etc. to keep their machines on the cutting edge.  The frame-rate watching, number-spewing crowd would be the perfect market for OLED monitors.

Of course, we are in a bit of a recession right now, so price might still be an issue no matter what. But we won’t see vibrant OLED screens really enter the market until the early adopters start things off, and that’s more the realm of computer enthusiasts than tiny-TV watchers. Granted, I’m sure you can hook an OLED TV up to a computer if you wanted to, but it’s still got the extra TV bulk. The bottom line is that Sony is selling this new technology on the wrong features and to the wrong crowd; many people will never buy one or even see one in person if the marketing isn’t fixed, which means the price will never go down. And I really want to have one.

-Aaron Burkhart