Thursday 24 July 2014

UHD TVs lack market penetration

Panasonic-Ultra HDUltra-HD TVs continued to make slow and steady inroads throughout the world, but their share of the overall flat-panel TV market remained minimal by the end of May, suggesting that Ultra-HD TV pricing in the market remains too high to gain meaningful share, according to a report from IHS Technology.
Among the top 13 brands for liquid-crystal-display televisions (LCDTV) worldwide, the share of Ultra-HD TV shipments reached 5 per cent in May, up from 4 per cent in April, 3 per cent in March and 2 per cent in February. But while Ultra-HD TV share has expanded by at least 1 per centage point for the last three months, growth hasn’t budged much since September last year when the market was already at the 2 per cent level. The top 13 brands account for more than 75 per cent of total LCD TV shipments, and also represent over 90 per cent of overall Ultra-HD LCD TV shipments.

Ultra-HD TV shipments this year are projected to grow to 14.5 million units, up from just 2.0 million in 2013, as global brands deploy aggressive marketing efforts and roll out new models.
“Growth in this year’s global Ultra-HD TV market is a reflection of plans among TV makers, especially the Chinese, to increase sales. And expansion in Ultra-HD TV volume is mostly scheduled for the second half this year,” said Jusy Hong, principal analyst for consumer devices.
Ultra-HD TVs are considered part of the LCD TV market at present. There are no Ultra-HD plasma-display-panel televisions (PDP TV), and Ultra-HD organic light-emitting-diode (OLED) TVs will be available at the end of this year. Ultra-HD TVs have much higher resolution than conventional high-definition sets, but the dazzling images come at a steep trade-off: their prices can be several times those of LCD TVs.
“In China, for instance, the share of Ultra-HD TVs continues to stay below 10 per cent despite vigorous promotion by brands because high Ultra-HD TV pricing acts as a barrier for wider acceptance,” Hong said. That observation, while true of China, the world’s biggest TV market, can also be extended to the largest Ultra-HD TV markets worldwide. For China’s biggest sales season for the year during the country’s national holiday in October 1, TV makers, however, are planning more aggressive Ultra-HD promotions to boost penetration.
Among Ultra-HD TV makers in May, the Chinese had the largest proportion of Ultra-HD TV shipments in relation to total LCD TVs, at 9 per cent; followed by the South Koreans at 5 per cent and by Japan at 2 per cent. The South Koreans, however, shipped more Ultra-HD TVs, thanks to the size and heft of its two makers—Samsung Electronics and LG Electronics—which also happen to be the world’s largest TV manufacturers.
The two South Korean makers accounted for 46 per cent of total Ultra-HD TV shipments in May, compared to a combined total of 45 per cent for the six makers of Chinese origin—Changhong, Haier, Hisense, Konka, Skyworth and TCL. Chinese TV brands are popular in their own country but not overseas, and the challenge facing them if they wish to increase global market share is to boost quality, not just rely on lower pricing, IHS believes.
Flat-panel televisions overall amounted to 18.1 million units in May, down 6.4 per cent from April but up 7 per cent from the same time a year ago. Of the total, LCD TVs—including Ultra-HD sets—accounted for 17.4 million units, with PDP TVs making up the remainder at 708,000 units.
In particular, plasma sets have been enjoying higher-than-expected sales during the first half of this year because of promotions tied to the World Cup, but shipments are projected to fall sharply now that the tournament is over.
Source: http://cablequest.org/news/international-news/item/5567-uhd-tvs-lack-market-penetration.html
Source: http://cablequest.org/news/international-news/item/5567-uhd-tvs-lack-market-penetration.html

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