Fierce Competition For Supremacy Over Wireless Vacuum Cleaner Markets

Global competition for supremacy over wireless vacuum cleaner is very fierce.

As a trend for vacuum cleaner goes from wired to wireless, psychological welfare between businesses to take control of wireless markets is becoming bigger.

Vacuum Cleaners and wireless vacuum cleaners are worth $13.2 billion (15 trillion KRW) and $2.64 billion (3 trillion KRW) out of global home appliances market that is worth $176 billion (200 trillion KRW). Although wireless vacuum cleaners are worth fifth of overall vacuum cleaner markets, wireless is starting to become a general trend due to development of batteries.

LG Electronics had filed a final injunction for false advertisements against British vacuum cleaner business called Dyson on the 12th at Australian Federal Court. It decided to do so because although its ‘Cord Zero Cyking’ has stronger suction force, Dyson has been misleading customers with phrases like ‘World’s Strongest Wireless Vacuum Cleaner’ and ‘Double the Suction Force than Others’ for its wireless vacuum cleaner ‘V6’.

With suction force that can reach maximum of 200 W, Cord Zero Cyking’s suction force is twice that of Dyson’s V6 that has 100 W. With South Korea being the first country where Cord Zero Cyking was released, LG Electronics then started releasing it in China, France, Germany, and Russia and introduced it in Australia in September to take over premium wireless vacuum cleaner markets.

Because LG Electronics’ Cord Zero Cyking has maximum output voltage of 80 V and built-in LG Chemical’s lithium-ion battery powerpack, it can operate for maximum of 40 minutes on normal mode and 17 minutes on strong mode with 4 hours of charging.

LG Electronics had been just selling ‘robot vacuum cleaners’ in Australian markets. It first has started wireless vacuum cleaner business in September and is slowly expanding display stores with the first supply entering Australian offline distributors. It can be seen that a reason why LG Electronics is filing a lawsuit is because it wants to steal the control that Dyson has on half of Australian vacuum cleaner markets.

There are frequent controversies because specifications such as suction power, indication of power and others that manufacturers introduce can be different in real situations. Specifications can differ depending on whether laboratory is set up in an environment where performance is tested or an actual house with a lot of dust. Recent Dyson’s opinion on that Germany’s Siemens and Bosch are making false information on electricity consumption has a same context and it is saying that Siemens and Bosch are measuring performance in a situation where it is not like a real life.

Dyson once had filed a lawsuit against Samsung Electronics about patents in technologies. Although Dyson sued Samsung electronics in July of 2013 at British court for invading Dyson’s steering technology, British court that specializes in patents however decided in November of 2013 that Dyson’s patents are invalid. In February of following year, Samsung Electronics had filed a claim for damage worth about $8.8 million (10 billion KRW) by saying that Dyson had utilized lawsuits for patents for malicious way of marketing.

Staff Reporter Song, Hyeyoung | [email protected]