The consumer electronics market is strongly driven by technology. Companies vie with each other to introduce new technologies in the market. Thus, Samsung has opened a new category of flat-panel televisions that use LED (light emitting diode) technology. These televisions use LEDs as the primary light source rather than the traditional cold cathode fluorescent lamps, which allow higher contrast ratios and slim depths for better design.
Samsung has priced the range, which was launched in the US in March, between Rs 125,000 and Rs 350,000. Samsung India Deputy Managing Director Ravinder Zutshi expects to make good sale right away. “We expect our LED television volumes to be 10 per cent of our total flat-panel television sale this year.” The company hopes to sell 600,000 flat televisions this year. LED television volumes thus could be as high as 60,000.
The communication for the new range will focus on the 40 per cent energy savings its televisions make happen and its environment-friendliness. LED televisions contain no mercury and are made of environment-friendly materials. Industry observers believe that LEDs will grow the flat-panel market further. “There are consumers who are already using LCDs and wish to upgrade to better technology,” notes an industry observer.
Others in the market like LG, Panasonic and TCL too have planned to bring in models with LED technology. LG, the largest player in
the consumer electronics market, hopes to join the bandwagon some time in June. Will that negate Samsung’s first-mover advantage?