Connected TV: Samsung Enhances its Smart TV Platform
- The South Korean manufacturer Samsung, already positioned on the connected TV sector, has enabled payment features via its Smart TV platform since 5th January 2012.
- This new service enhances its range of offers and other features have also been presented at Consumer Electronic Show in Las Vegas (10-13 January 2012).
- USB devices adaptation (mouse, Keyboards, joysticks, etc.) is yet another new option.
- This announcement highlights a trend already noted over the past few months and stresses the interest of industry players in the connected TV market. This sector is considered profitable by many: Microsoft and MasterCard with QkR, PayPal and Capablue in the UK on the Connected platform, Verizon FOIS in the US with TVWallet.com (see September, November and December 2011 Insights). As far as manufacturers are concerned, Panasonic, through its VIERA Connect Market platform, was taking its first steps in the payments sector last November and Samsung now follows suit.
- Apple’s positioning is also to be taken into account: the US giant already disposes of the means to join in this move and might be launching new TVs during H1 2012. This manufacturer already benefits from the required know-how in media synchronisation and from its highly popular iTunes Store (including the App Store).
- Finally, version 3.0 of Samsung’s SDK could help promote the development of USB connected payment dedicated devices to ease and secure customers’ purchases.