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Samsung India introduces Digital Natural Image engine
Rahul Neel Mani / New Delhi
Samsung Electronics has recently introduced a technology for the Indian market
that integrates the Digital Natural Image engine (DNIe) and the Hypervision
High-Definition digital video system. The technologies are supposed to enhance
the home entertainment experience. These patented technologies combine to bring
clearer, detailed and natural images to multimedia and home entertainment devices.
“Our DNIe technology has taken centre stage in our display product strategy,”
said C H Yoon, managing director, Samsung India Electronics. The company feels
that this technology breakthrough will drive the business as LCD and plasma
TVs reach critical mass. The DNIe road show in India marks the launch of the
biggest flat panel range in the country—new models of plasma, LCD, LCD
projection and 100 Hertz flat colour TVs with Samsung’s patented DNIe technology.
R Zutshi, director, Samsung India said that the company is seeking to develop
the market for flat panel TVs in India and expect to take an early lead in this
product thanks to DNIe technology. “DNIe is Samsung’s most recent
technological breakthrough. It comprises a set of advanced image processing
technologies that ensure enhanced contrast, detail, white tone and noise reduction
for visual displays such as plasma and LCD projection TVs,” said Zutshi.
Company sources also said that Samsung will expand its range of DNIe-equipped
display products over the next few years and may consider expanding the use
of this technology beyond TVs, as it can be made available for any display device.
Talking about the future direction, the company officials clearly boast of a
two-pronged strategy comprising audio-video clustering and product localisation.
There will be a lot of localisation at the product planning and development
level, company officials said.
Sources close to the company revealed that it would add 200 more researchers
in the near future for software and technology development. With no plans to
add any manufacturing unit in India, the company plans to do more R&D work
out of the India subsidiary. Samsung Electronics is expected to hit the Rs 5,000
crore sales turnover mark by the end of this fiscal with growth coming from
all segments Having said that, Samsung is not without competition from both
local and multinational companies in India. In the computer monitor segment,
LG is posing a stiff challenge to Samsung and also claims it will gain the leadership
position in some time. With an exclusive assembly line for computer monitors,
the claim is not actually baseless. But Samsung’s aggressive marketing
and sales strategy and the early mover advantage can give the company more wins
in the future.
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