Korean TV companies are ranked the first and second in the world TV market. but there are various challenges for newly emerging Chinese companies and Japanese companies seeking to regain their glory. In order to overcome this crisis in the TV market, it is necessary to keep the market dominance based on competitive factors for consumers. For this purpose, it is necessary to have clear grounds on which elements to focus on when design TV. The product begins to evolve due to the inconvenience and dissatisfaction of the user in relation to the user, and is affected by the environment surrounding the user and the product. Products are constantly evolving, which is analogous to the evolution of organism. Products are transformed through innovation, consumers are preferred in the market, and product reproduced again by selected many times. Here, we can say that the product evolves because of the universal Darwinian principle of mutation, selection, and reproduction. But the product can not evolve by itself, but it evolves by interacting with humans by humans. Therefore, in order to study the evolution of a product, we have to look at the mutually evolving forms of products, producers, and consumers. When a product is seen as a dominant design in the market, innovative products appear among a large number of products on the market and a market is create around the product. The majority of users are favored, that product become dominant designs in the market. In this study, we propose a product evolution model that can explain the evolution of products, users, and environment together. And here, we will try to derive new implications from the viewpoint of product evolution through actual case analysis of factors influencing the dominant design factor and the dominant design decision factor in order for the product to become dominant design in the market.
The purpose of this study is to analyse how TV design evolved to establish the design direction of TV and analyze the changes of product attributes and environment that are the basis of evolution, and the determinants of dominant design. Understanding the evolution of products through product evolution theory and suggesting the factors that influence dominant design decisions and analyze how the dominant design influenced the evolution of the competition process in order to become the product dominant design in the market. Dominant design refers to a product that is the most preferred product in the market for a particular product family, and generally refers to a single product that occupies more than 50% of the market share. Dominant design may not always have superior technology than other products because it may be coordinated and determined by marketing interests of the manufacturer or by commercial interests among competitors. The product has its own basic attributes and it will be a great help to make a competitive product if you know what important factor is to become dominant design. To this end, we analyzed the evolution process of TV by the age, and examined how the environment surrounding the product and the dominant design decision factors affected the evolution of TV. Evolution in organisms refers to the process of changing the characteristics of an entire group by accumulating change through generations. The organism makes an unconscious transformation of the individual to adapt to the environment, the product needs the human as medium, and the human is trying to change the environment. In the case of organism, evolution has a mechanism of natural selection that is in itself. On the contrary The product evolves through the choice of artificial selection according to human cultural progress. Evolution can be divided into evolution by internal factors and evolution by exogenous factors, such as evolution of organism. Internal factors include product usability and psychological characteristics of humans, and development of technology. And external factors are divided into political, economic, social and cultural environments. The product is affected by convenience and personal taste while being used by the user. The environment is also an external factor, but it can be defined as an indirect factor because it indirectly influences through the user rather than directly affecting the product. Basic attributes that can be regarded as internal factors of the product can be seen by form, material, and surface treatment, and The usesr as external factor are connected with products by function and usability.
Dominant design is a single product that occupies more than 50% of market share. There are a lot of competitive products due to uncertain technology and market at the initial stage of product launch. However, As time elapses, only a specific product among various products is preferred by the consumer. This is the dominant design. There are eight factors that determine dominant design: Technological Interrelatedness, Complementary Assets, Owner Mindt, Switching Cost, Government Policy, Learning Effect, work Externality, and Marketing Strategy of Dominant Company. The characteristics of environment, product, and consumer can be regarded as dominant design elements, and the evolution of the next generation by dominant design decision factors is evolved by the complaint of function and usability between user and product. This process is composed of evolutionary mechanism model.
TV is a device that reproduces the moving image by receiving the image converted to the radio wave, and it is the most popular media for us. In TV, design factors are display panel, resolution, shape, material and usability as internal factors. Outside factors are usage environment, politics, economy, society. There is a cultural environment. From the viewpoint of product evolution and dominant design, the process of TV evolution has been investigated in terms of decade from the 1920s. The design analysis of TV by the age was made by the form analysis. In the early days of TV, there is no original form, so it seems to start with the product that seems to match the usage environment. It is mainly used in the living room, so it looks like a phonograph in the living room. The design is box-shaped because using furniture made method that is easily available and easy to handle. In the 1930s, more product increase because the number of TV manufacturers in the United States and the UK increased. The screen was round, and the CRT tube was deep. It is finished with expensive wood to match with furniture such as tables and cabinets used indoors. Since the technology has been developed, it is possible to miniaturize the speaker and the speaker located at the lower side is moved horizontally to both left and right sides of the screen, The material still uses wood as the main material, but with metal, decorations are placed around the screen, or a part of the TV is covered with a metal, and a design that gives a difference feeling in color and texture has begun to appear. In the 1950s, the asymmetrical form of the modern TV was first introduced and settled. As the TV supply increased, the technology was improved and the design was expanded competitively as the model was diversified.
In the 1970s, the form of the TV design was changed freely by the plastic molding, and the box shape asymmetry close to the shape of the sphere or spherical shape. And The color was also applied to the vivid color. The initial plastic forming technology has technical problems, TV was designed as round shape and rounded corners for precision and rigidity. In the 1970s design, The remote control system made the contact between the TV and the user unnecessary and hiding the complicated adjustments knobs makes the TV design simple. In the 1990s, most of the products were made of plastic molds and the design changed to a more modern and stylish design. Since 2000s, the screen has become completely flat and the design of the TV has been simplified, the style has been unified with each binary hard style, and the stand has been newly attracted attention, so the stand design with various shapes and materials has appeared. The shape of the stand was an important factor in judging the design of the TV set along with the form of the screen. In the late 2000s, the tendency of TV designs to be dominated by Korean companies began to appear clearly. TV market launched by Samsung Electronics and LG Electronics attempted to differentiate their designs by using transparent injection or real metal materials. In recent years, the size of the TV screen has become larger, and the bezel surrounding the screen has become more slimmer, and the design elements have been reduced on the screen. On the contrary, the stand shape has become an important factor in TV design.
The results of the study are as follows.
First, the effect of the display panel change on TV evolution is very important.
Second, the form of TV has a close relationship with the development of material.
Third, the change of control styles have influenced TV design in the past, but it does not affect it at present.
Fourth, the operating system has no effect on the change of TV design but it affects the process of consumer selection.
Fifth, sound affects TV design but its weight is lower than other factors.
Sixth, The openness of technology, Corporate strategy, Product value, and Marketing strategy are important factors in dominant design.
In conclusion, The key factors in determining dominant design in the evolution of TV are display panel and material, and openness of technology, corporate strategy, product value, and marketing strategy are important influences on dominant design factors. The results of the study were applied to the evolution of OLED TV. As a result, the future prospects for OLED is positive, and transparent materials made the design differentiated. In dominant design decision factors, OLED is already widely applied to various products, and the number of companies manufacturing OLED TV is increasing, which is positive for technology openness and efforts to raise the value of products by lowering prices to the extent that customers can purchase them through strategy and cost reduction of companies with clear direction and investment and technology development show the possibility that OLED TV will become dominant design in the future. The marketing strategy continues to emphasize the differentiated image quality and technology of OLED. But LCD is also capable of realizing image quality and thinness close to OLED, and are becoming more competitive in terms of the value they pay when consumers purchase products at a lower cost than OLED. OLED TV is no longer just thin and difficult to accommodate with good picture quality values, so they will have to give other product values that are only possible with OLED. This will require efforts to change the structure of the TV itself, such as folding or curling, to differentiate it in design. The data used in the case analysis of this study is collected through the Internet and books. It differs from the actual product shpae and the data is not uniformly distributed by year, so it seems difficult to generalize the results of the study. In other products, it is also meaningful to analyze the dominant design factors and determinants in the process of evolution. Based on this, We expect to create dominant designs by presenting clear directions in future product design.
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