The OLED stumble came just a few years after a similar setback in the last generation of TV technology. In 2004, Sony was the first company to introduce LCD televisions that replaced the TV's fluorescent backlight with brighter and more energy efficient light-emitting diodes, or LEDs. It also introduced the first TV that arranged the LEDs around the edges in 2008 to allow the screens to be thinner.

三星在一年之后推出了其生产的机型，并把它们称为LED电视，以把这种新型电视与当时已有的LCD电视区别开来。这个营销战略获得了成功，三星让消费者花高价购买这种新型LED电视，从而帮助延缓了电视价格的急剧下跌。据市场研究公司NPD统计，在2017年上半年，三星在北美的LED电视市场占据了近半的市场份额，而索尼的排名还没有进入前五。

When Samsung came out with its models a year later, the company called them 'LED TVs,' a moniker to distinguish the new TVs from existing LCD models. The marketing strategy was a success and Samsung was able to get consumers to pay a premium for the new LED models, helping to slow the sharp decline in TV prices. According to research firm NPD, Samsung accounts for nearly half of all the LED televisions sold in North America while Sony did not rank among the top five sellers in the first half of 2017.

在多年都错失机会之后，索尼正式改变了发展方向，认为让三星和其他公司在开发新技术上担任领头羊实际上更加合理。索尼在率先推出突破性技术方面吃尽了苦头，该公司高管得出结论，他们这么做只是让竞争对手有了追赶的目标，并可能以更低的成本进行模仿。

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