Abstract
This IDC study looks at the worldwide market for LCD TVs. It includes a market
forecast for 2007-2011 split by region and screen size. Value LCD TV brands
such as Vizio, Syntax, Westinghouse, and Polaroid all had another huge year in
2007, but realizing similar unit success in the near future may prove to be
comparably difficult, if not impossible. Legacy TV powers Sony, Samsung, and
Sharp all made significant moves in the past year, expanding production on the
panel component end as well as at the finished goods/consumer SKU level. All
three now offer an array of diverse products, from entry-level to
top-technology goods, sold at every reseller tier.
IDC has long maintained that when brand-name LCD TVs approach or reach price
parity with the value vendors, the latter would be displaced from the
marketplace. In more mature regions/countries such as the United States,
Western Europe, and Japan, this process is expected to soon impact the stronger
value "survivors" in the ongoing three-year LCD TV price war.
"Given omnipresent yet latent consumer preference for brand-name LCD TVs,
continued price declines by a Sony or a Samsung are expected to offer consumers
a more compelling ' value' option: assumed high performance and reliability from
a household name. As such, a few of the aforementioned second-tier brands may
find it difficult to maintain operations after hitting unsustainable price
floors in 2008."- Eric Haruki, research director, TV Markets and Technologies
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