BERLIN -- Amid heated rivalry on next-generation TVs, the head of Samsung’s consumer electronics division expressed confidence Thursday in its quantum dot technology that it believes will dominate the market in 10 years.

“There’s no display product that excels quantum dots in terms of user environment for TVs,” said Yoon Boo-keun, president and CEO of Samsung’s Consumer Electronics division at a meeting with Korean reporters in Berlin. “We will innovate and develop the technology, and at least for the next 10 years, we will produce (only) quantum dot TVs,” he said, adding that the TV market has been led by products that are highly energy efficient, affordable and durable

Samsung has been setting its future strategy on the TV segment with quantum dot technology, in apparent marketing efforts to break LG’s lead in display powered by organic light-emitting diodes.

There have been reports and market speculations that Samsung may consider producing OLED TVs. But Yoon’s remarks made it official that Samsung would keep down the path of quantum dot technology.

Quantum dot displays consist of nanoparticles of semiconductor materials that produce better picture quality than traditional liquid crystal displays. Samsung began research and development on quantum dots in 2001 and launched the world’s first cadmium-free quantum dot super ultra-high definition TV in 2015.

Yoon also said that connecting consumer electronics with the “Internet of Things” is a “life or death question” for the electronic giant.

“Those who grasp the leadership in IoT business will lead the paradigm shift (in consumer electronics),” the president said, adding that Samsung has a long way to go.

“I wonder about how many hardware companies would survive in the next three years at the longest (if not adopting IoT technology). Its impact will be tremendous.”

By Cho Chung-un (christory@heraldcorp.com)/">christory@heraldcorp.com)/ Korea Herald correspondent