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Displaybank Market Insight

Introduction: 3D LED LCD TV in Analyst’s Perspective

New 3D LED LCD TV products are launched one after another. In 2009, the word, “LED”, was added to LCD TV products with LED backlight and they were called LED (backlit) LCD TV (or LED TV). This year, word “3D” is added and the products are called 3D LED LCD TV (there is also 3D CCFL LCD TV). Differentiations mean premium products. These products ask for higher prices since they have added functions through differentiations.

Samsung Electronics’ 55″ 3D LED LCD TV (C7000 Series) is currently traded around KRW 4 million in Korea. 55″ LED LCD TV (C6500 Series) which excludes 3D functions is traded around KRW 3.5 million. After all, the current premium of 3D appears to be about KRW 500,000. With this KRW 500,000 price premium, following questions are asked to tentative purchasers (in addition, the premium for 46″ product is about KRW 400,000).

Q. The price for 55″ 3D LED LCD TV applied with 3D functions is KRW 4 million and the price for LED LCD TV without 3D functions is KRW 3.5 million.

What is your choice? As a result of presenting this question to numerous people inside and outside the company, the ratio of answers was 5:5. Yes, it is close. The proper behavior in this situation is to remain halfway.

A person who seeks 3D focuses on the 3D itself. Regardless its quality or presence of contents, he or she wants to have an insurance called “3D function enabled” since no one knows what will happen in the future. A person who sees no need for 3D functions says that there is no 3D content and the image quality transitioning from 2D to 3D is below expectations. In addition, he or she says the 3D was only an adjunctive element to the film, Avatar, and the film itself was outstanding. In other words, this person believes that people went wild about the film rather than the 3D (2D Avatar was fantastic as well!).

Their basic stance is like this; a pessimistic person speaks about further perfected technology and infrastructure, whereas an optimistic person focuses on the potential of 3D (well¡¦ maybe related engineers are pessimistic and people in marketing or operation fields are optimistic).

Let’s talk about panels for a moment. What will be the price difference between the LED LCD TV panel and the 3D LED LCD TV panel? According to the current price calculation made by Displaybank, the price gap is about $200. In other words, the 3D LED LCD TV panel is sold about $200 higher than the panel without 3D functions. If you were to sell panels, which one would you sell? In the end, makers endeavor to sell products that generate more revenue and profit.

Lastly, we will ask above questions from seller’s perspective.

“You will watch TV for many years. If you buy a product without 3D functions, you may regret purchasing it later on. You won’t even remember how much you’ve purchased this for. You will think you did good taking my advice when you simply put on glasses and watch 3D. I’ll give you two more glasses for free so you can watch with three other people.”

Reference: http://www.displaybank.com

This entry was posted on Tuesday, April 20th, 2010 at 10:32 am and is filed under 3D Display, LED, News, Samsung, Technology News, TFT-LCD. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.