Digital era fuels demand for larger screens, clarity; Samsung sees positive factors for overall sales
Driven by the arrival of high-resolution digital content and greater domestic demand for larger screen sizes, ultra-high definition (UHD) television sets are expected to comprise half of the total LED TV market in the next five years, up from only 3 per cent expected by the end of this year.
Arnut Changtrakul, corporate vice president for sales and marketing at Thai Samsung Electronics, said that UHD TVs, with the highest resolution of more than 8 million pixels,
currently account for only 1 per cent of the LED TV market in Thailand.
Arnut said that the overall TV market in Thailand was anticipated to increase by between 10 to 15 per cent this year, driven by three key positive factors – the arrival of digital TVs, the local broadcast of Fifa World Cup that kicks off in Brazil in June this year, and the never-ending demand of individual consumers for innovative technologies.
“The current political and economic difficulties have a significant impact on consumer confidence. However, their demands for technology products, such as TV sets and other electrical goods, have not disappeared. Such never-ending demand will revive when good political and economic atmosphere return,” said Arnut.
He said that today’s television-watching trend is entertainment-oriented, so consumers prefer to own large-screen televisions with higher screen resolution,” said Arnut.
Based on a recent finding by Samsung Segmentation Research, key factors that consumers consider before purchasing their new televisions include a larger screen size and screen resolution. As one of the best audio-visual technology developers, Samsung always strives to present new products to meet every possible demand, especially in screen size and resolution, of every consumer, he said.
“Last year, we had already and successfully introduced the new UHD TV with four times higher screen resolution compared to full HD TVs, which have an average resolution of about 2 million pixels,” said Arnut.
Arnut said that the average resolution for high definition (HD) televisions would be at about 0.9 million pixels, and only 300,000 pixels for standard definition (SD) TV sets.
“Beside new product developments, the transition in television broadcasting system from analog to digital, and many upcoming international sporting events this year can also drive the television market in Thailand,” Arnut said.
Arnut said that he himself did not have any concerns about the current political and economic uncertainties in Thailand.
“I’m Thai and I need to have confidence in my own country. Our parent company in South Korea has realised that Thailand is one of their important strategic markets. However, they are following closely the situation in Thailand and will be more cautious in spending on such marketing activities,” he said.
Arnut added that the company expected to see its TV sales grow in line with the market. Samsung is currently a leader in audio-visual product category and wants to focus more on playing a leading role in the home appliances sector. It is in line with the company’s mission to become one of the leaders in any product segment it is involved in.
He said the overall market for electrical products was expected to increase by 5 to 10 per cent this year, which would be in line with the country’s GDP growth. Thailand’s GDP growth is estimated at between 2-3 per cent in the second half of this year.
Assawin Chusatapornkul, Thai Samsung Electronics’ senior manager for AV business, said the TV trend would be towards UHD, which offer high resolution of 8 million pixels and up.
He said it would be similar to the LED TV trend. Launching locally in 2009, LED TVs currently account for about 90 per cent of Thailand’s TV market.
“We [Samsung] have been launching about 40 different models of digital television sets in the Thai market this year,” he said.