IHS: Ultra HD won't repeat the mistakes made with 3DTV
Television manufacturers want to avoid the mistakes made in marketing 3DTV products in their sales of Ultra HD televisions, according to IHS. The market research firm predicts the industry will ship 20.8 million units of Ultra HD TV panels by 2017, compared with less than 33,000 units in 2012. XBitLabs.com (5/17)
Learning from these mistakes, TV brands are prepping for a high rate of growth for UHD TVs during the next four years. The rise will begin this year as UHD TV panel shipments increase to close to 943,000 units, up from under 33,000 units in 2012. The next two years will see shipments rise to 7.1 million units in 2015, on their way to reaching 20.8 million units by 2017, with 50-inch and larger sets capturing 34 percent of the LCD TV panel market.
The market for 3D TVs faced three major obstacles when it launched: content, price and technology.
Many believe that UHD will suffer a similar fate because like S3D, the format lacks television content, and introductory prices are very high. Still, there are some major differences.
Television manufacturers want to avoid the mistakes made in marketing 3DTV products in their sales of Ultra HD televisions, according to IHS. The market research firm predicts the industry will ship 20.8 million units of Ultra HD TV panels by 2017, compared with less than 33,000 units in 2012. XBitLabs.com (5/17)
Learning from these mistakes, TV brands are prepping for a high rate of growth for UHD TVs during the next four years. The rise will begin this year as UHD TV panel shipments increase to close to 943,000 units, up from under 33,000 units in 2012. The next two years will see shipments rise to 7.1 million units in 2015, on their way to reaching 20.8 million units by 2017, with 50-inch and larger sets capturing 34 percent of the LCD TV panel market.
The market for 3D TVs faced three major obstacles when it launched: content, price and technology.
Many believe that UHD will suffer a similar fate because like S3D, the format lacks television content, and introductory prices are very high. Still, there are some major differences.
UHD TV does not require any change in consumer behavior, as there is no need to wear glasses. UHD TV also provides greater depth to picture quality, giving a more immersive experience. And with upscaling technology, consumers can see better picture quality even when watching FHD content. Learning from past experience, many TV brands are actively working to provide UHD content, either through upscaling or through the creation of proprietary UHD content. Already, Japan has plans to begin UHD broadcasting as soon as 2014, two years earlier than originally planned. Also, 4K cameras and camcorders are now on the market, enabling creation of 4K content. Movies in 4K are likewise starting to show up.
The increased focus on UHD LCD TVs comes in part from delays in commercialization for organic light-emitting diode (OLED) TVs, an advanced technology
that has encountered various challenges in manufacturing.
that has encountered various challenges in manufacturing.
Availability of low-end UHD LCD TV panels from suppliers, especially from Taiwan, may also help trigger UHD market growth, particularly in China. Some brands are already planning to introduce a 50-inch UHD TV in China at a $2000 price point. Along with lower prices, UHD TV quality also has to be accepted by consumers For long term sustainable growth to occur, however, the quality of UHD TV must be deemed acceptable by consumers to justify the switch, and prices have to come down as well.
On the technological front, oxide thin-film transistor (TFT) is considered to be a superior technology compared to conventional amorphous TFT LCD in order to achieve higher-resolution products. But oxide TFT faces challenges in capacity and yield issues, whereas panel suppliers have been able to offer lower-cost UHD panels produced from conventional amorphous TFT LCD.
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