Samsung has evolved into a world leader in the global electronics market, producing an arsenal of products from DVD players to semiconductors. Faced with the global market's commoditization of computer monitors, Samsung approached IDEO to create LCD computer monitors that would not only disrupt the status-quo, but could fill a high-end hole in their portfolio.

After prototyping several models, IDEO presented two concepts to Samsung in the form of a 30-second video rendering. Samsung promptly turned IDEO's renderings into three working prototypes within six weeks, and production models within five months.

Since the inception of the 970P and 971P, Samsung's monitors have created the market standard for computer monitors. The 970P and 971P feature clean surfaces, contrasting textures, and a simple design for a premium look and feel. The screens rotate 270-degrees from landscape to portrait. The connections, typically located on the back of the panel, have been exiled to a separate block connected to the monitor by a lone cord. Both monitors fold flat for minimal packaging volume during shipping.

The 970P features a four-way adjustable stand to optimize viewing and ensure ergonomic positioning. It also swivels 180-degrees from left to right, and the telescoping neck offers six inches of height adjustability.

The 971P combines a functional, triple-hinge asymmetrical stand with proprietary pivot technology and convenient base-mounted USB ports that make it easy to connect computer peripherals.

Samsung's new monitors are two products among many that have enabled the company to establish a leadership position in the high-end electronics market. Consumers have clearly responded, with a sales volume two-and-a-half times that of Samsung's premium monitor. The Leeum Museum and the National Museum of Korea have also adopted the monitor for use in their exhibits.