Is The Marketing Profession Prepared For Flexible OLED (organic light-emitting diode) Technology.

During the 2011 RSA conference keynote address, famed physicist and visionary, Dr. Michio Kaku, discussed the future of computers and the internet (RSA conference, 2011).  His speech is fascinating and his vision of biotechnology, robotics, and quantum physics could be game changers for humankind.  But the way he describes how flexible OLED technology may be used opens up a whole new world that marketing professionals may not be   (photo: prepared for.

OLED technology, a display technology that offers bright, colorful images with a wideviewing angle, low power, high contrast ratio and fast response time for sports and action movies, made its debut in small screens in the 1990’s (  What makes the technology unique is it doesn’t require back lighting and the screens can be ultra-thin (       (photo:Samsung)

Samsung announced they will be releasing the world’s first 55-inch organic light emitting OLED Smart television in late 2012 (Paracha, 2012).  This television won the Best of Innovation Award Honoree at CES 2012 for its fast response time resulting in less blurring, ability to view two channels on the same screen, and ear phones attached to 3D glasses (Paracha, 2012).  What does this mean for the future of marketing?

Samsung’s new Smart television is just the beginning of the OLED revolution.  As the new smart televisions get rolled out every year, they will get thinner and thinner.  And as the flexible OLED technology gets mastered, these televisions could become wallpaper in your living room.  This means  companies aren’t just rolling out smart televisions, but smart homes, (photo: offices, department stores, libraries,                                               schools, and whatever else your                                                     imagination can think of.                                                                                                                                                                                                                                             The possibilities are limitless.  Imagine every wall; everywhere you walk contains an advertisement.  But the flexible OLED technology doesn’t stop there…

Scientists are working on getting this technology embedded in car windshields, storewindows, and mirrors ( And to top it off there are companies who are creating smart clothes with chips that can connect to all of these processors (Freudenrich, nd).  So the walls, glasses, and mirrors of advertisements will contain the things you and your friends have ‘liked’ on your Facebook page or added to your Amazon ‘wish list’.                                                                                                                                                                 (photo:

Did anyone see Minority Report?

Someday manufacturers could have 24 hour access to consumers everywhere they go. What may seem like science fiction could be a reality and computer engineers are working to make it a reality sooner than you think.  The byproduct of this evolution will be more information for consumers which will mean the consumer has the advantage and the manufacturers will have to be fiercely competitive.


Is the marketing profession ready for this?  If so much information is flashed at consumers all the time, how will marketing professionals make their products stand out?


(1)  Definition of OLED. Retrieved from,1237,t=OLED&i=48357,00.asp

(2)  Freudenrich, C. (nd). How OLED works. Retrieved from

(3)  OLED technology explained. Retrieved from

(4)  Paracha, U. (2012, May 10). World’s first OLED TV by Samsung will be available by the second half of this year. Retrieved from

(5) RSA conference. (2011, July 12). RSA Conference 2011 keynote-The next 20 yrs: Interacting with computers, telecom, & Ali in the. Retrieved from

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4 Responses to Is The Marketing Profession Prepared For Flexible OLED (organic light-emitting diode) Technology.

  1. Michele Caldwell says:

    Hi Kristina,

    Your blog welcomed viewers to the future of exhilarating technology – thank you! Organic light for televisions – what is next? You mentioned that the Samsung models will continue to get thinner and thinner in the future; sounds similar to the smartphones. It seems that technology is changing at a rapid pace; making everything virtual. It will be interesting to see how many people actually communicate face-to-face (in person) within the next few years.

    Although I am fascinated with the idea of embedding OLED technology in store windows and mirrors; the thought of seeing images in car windshields is frightening. I can only imagine how distracting this may be to drivers. I am curious to know what benefits would be gained from embedding this technology in windshields and if this idea has already been tested.

    The thought of having my very own “Minority Report” is quite intriguing! I like the idea of information being displayed on a large surface and having the ability to move screens (similar to Tom Cruise). However, having access to multiple consumers at one time could be dangerous especially around the holidays. Moreover, what if the technology had a built-in contraption for consumers to swipe their credit card? I am sure the marketing profession is gearing up for this technology, as both industries have continued to evolve.

    Excellent job!

  2. Nkemdilim Obiora says:

    I had no idea that LED screens would eventually be able to bend. If I am remembering correctly, that means there are more opportunities for light to emit in different ways. This technology appears promising but questionable as well. I’m not sure I want a screen on my windshield…hmm.

    To be so thin, it’s amazing that there is talk about potentially going thinner. Like phones and computers and other pieces of technology, it is apparent that this is the natural progression of TV’s as well. I wonder if there is a limit to how far the screen can bend. I picture drinking tea out of my cup only to see an advertisement appear before I can put my cup back down. This advancement may make it so that we start seeing locations where the new technology will not be available. Physical books are getting phased out and perhaps traditional viewing will be as well.

    I think the question you posed at the end is really important to take into consideration. There is a potential for there to be an overload of information which can make the consumer unreceptive to what is being put out. Thank you for the new information, I’ll be on the lookout for this technology, who knows, soon I’ll go searching for a house, and see the advertisement on the walls as I peruse each room. I wonder…does that mean I won’t need an agent? Hmm…

  3. Mike Nicholson says:

    A lot of the posts on this site are technology-based, but I think the challenge for people in communications field is to look at how the technology actually will help or hinder how we communicate. As you point out, I think flexible OLED will increase the number and types of places that we will communicate, making the context of the communication different, so it will be up to us to figure out how we adapt our messages so they are relevant if they are being viewed on glasses or mirrors, etc.

    Some technologies come about that we had no idea about, so it takes while for people to figure out how best to use them. In this example, I think it would be somewhat easy to predict some of the instances of how they will be used allowing people to make their future communication plans accordingly. There will be of course some instances where communicators will see an implementation and say to themselves, “I never thought of using it that way,” but if you put some thought to it, you could probably come up with a number of ways and places which it would be used.


  4. Megan Samuels says:

    Hi Kristina,

    I wonder why every time there’s a new technology like this, that forecasters see yet another method of tracking consumers and targeting marketing messages right to their homes.

    I think OLED technology is fantastic. I saw it in news reports earlier this year during CES. I love the fact that screens are getting thinner, lighter and better quality, but why would I want it on my windshield, or walls if I’m going to be target marketed to? I’d turn the damn thing off.

    Like Jesus Perez’ post about the tap technology, it seems that these futurist marketers like to spin these ideas for marketing as good things, but as in the case with Target studying consumer behavior through their purchases, there’s a big creepy factor that rings of 1984. Actually, in the book and movie of Fahrenheit 451, there are similar screens in a house that the protagonist interacts with. These interactive TV shows had a darker side and existed because no one could read anymore because books were illegal.

    I’m on board with an OLED screen to watch TV and movies, but I’ll need a remote to turn off the targeted marketing messages.

    Thanks so much for posting.