LG Display sees the European market as a critical battleground for premium TVs and is committing heavily in the region to ensure that OLED technology is at the top of consumers’ consideration list this holiday season.

Not to be outdone by compteitor Samsung, South Korean electronics giant LG, recently announced it has started mass producing OLED smartphones screens for phones to be launched on the market by 2014, according to reports by BBC, the Verge, Engadget and other media. Although, Samsung will be launching its new OLED phones later this month, LG is close behind with its new smartphone.