Samsung Sony and Vizio in tight race for LCD-TV leadership

Samsung, Sony and Vizio in tight race for LCD-TV leadership

North American LCD-TV market intensifies in Q1 as battle for sales tightens up among top 3 brands

Monday, May 12, 2008

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USA: Competition in the North American LCD-TV market intensified in the first quarter as the battle for the sales lead tightened up between the Top-3 brands, according to iSuppli Corp.

Unit shipments for the region's leading brands, Samsung Electronics Co. Ltd. of South Korea, Sony Corp. of Japan and Vizio Inc. of the United States, were separated by a mere 0.3 of a percentage point in the first quarter, down from 1.8 points in the fourth quarter.

The three companies are engaged in an aggressive pricing battle as they vie to attract the attention of consumers.

"Following Vizio's surprise rise to leadership in the North American LCD-TV market in the second and third quarters of 2007 due to its rock-bottom pricing, Samsung and Sony have struck back with their own cuts and new low-cost sets," noted Riddhi Patel, principal analyst, television systems, for iSuppli. "The competitive battle and price cutting among these three companies has made it a struggle for other competitors, such as Sharp Corp. and Philips Electronics N.V., to keep pace."

The Top-3 OEMs accounted for 40 percent of unit market share in the first quarter, indicating they are starting to separate themselves from the pack. In the first quarter, 4.7 percentage points of market share separated No.-3 Vizio, from No.-4 Sharp, up from 2.9 points in the fourth quarter.

"This is beginning to take a toll on the other players," Patel said. "For example, Philips has announced its exit from the U.S. market and has licensed its brand to Funai. iSuppli predicts value brands in the market soon will start to encounter immense competitive pressure from new low-priced LCD-TVs from Sony and Samsung."
Sony's strategy in North America is focused on price, offering a line of products that are competitively priced with the value brands. Vizio also is maintaining a price-driven strategy, offering value products at value prices.

Samsung dominates LCD-TV sales in the 21- to 24-inch range. Sony leads in shipments of televisions in the 40- to 41-, 45- to 46- and 50- to 54-inch ranges, while Vizio dominates the market in the 25- to 29-, 30- to 34-, 35- to 39- and 47- to 49-inch segments.

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