TV Manufacturers Reveal Strategies
We're enabling our dealers to promote it by introducing a retail fixture that includes a PC server, four pairs of glasses and a retail stand that will be in front of the TV and have a button the customer hits to view 3D. Some people have only been exposed to anaglyph 3D, with the paper glasses with red and green filters. That's such a poor-quality experience that we want to make sure dealers can demonstrate a really compelling experience.
Another area we're promoting is LaserVue. Clearly, laser television's a category we're creating and we have been shipping the 65-inch and filling backorders, and some retailers are using that as a tool not only to sell the product, but also to sell the excitement factor of what's going on with LED on the flat-panel side. We say LaserVue is twice the color, half the power. It's very energy-efficient, at only 25 percent the power of LCD and plasma, and with an operating power of just 100 watts compared against 400 watts for a 65-inch LCD and 450 watts for a similarly sized plasma. It's a great green story. Smart dealers can use it to drive traffic to their stores.
The third area we're promoting is our Sound Projector technology, which is integrated into our flat-panel TVs. It uses 'beam steering' and can produce 5.1-channel Dolby Digital sound. We re-branded it as Unisen - Unifying the Senses - and it's all about immersive sound, without the clutter. We will be doing marketing around it in the summer and fall.
Michael Holmes, Vice President, Consumer Display Div., JVC: As far as technology goes, virtually everything on the market above 40 inches is full 1080p. But that 1080p spec is now occurring as a differentiator in 32-inch product. For 40-inch-and-above, there are multiple factors. High-speed technology is a major differentiator, as are new backlight technologies. For example, JVC is coming out with an ultra-thin 32-inch LED backlit piece later this year, probably around the fall.