There might once have been some resistance to the idea of cutting prices further in China, but Samsung Display has chosen to go ahead with it after all.

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Apparently, Samsung isn't doing as well as it would like in that particular region. Innolux Corporation and AU Optronics are proving strong competitors.

That is why it has dropped the price of 40-inch TV panels to a level that can compete with 39-inch offers from the other two.

At present, the sum needed for each 40-inch panel is $155-160 / 120-124 Euro, just $5 / 4 Euro more than the 39-inch units. The difference will be surmounted soon.

The tactic was chosen because 39-inch panels have been affecting sales of not just 40-inch, but 37-inch and 42-inch screens too.

Samsung's investment in Sharp will give the former a stable supply of 40-inch TV panels, which is another reason to get them selling.