Marking the launch of its latest large screen model, Philipp Schmidt, Product Manager Consumer Electronics at Sharp says it is time for consumers and retailers to forget the old rules about viewing distances. We asked Mr Schmidt what the main thrust of Sharp’s presence at IFA this year will be...
It will be similar to what we did last year... big screens will once again be our primary topic. Last year we introduced 60, 70 and 80-inch screens, and this year we will be focusing on the introduction of the 90-inch model, which completes the range. This will be our main story for IFA 2012.
One of the problems with selling big TVs is that people tend to only upgrade by a certain, relatively small percentage compared to their previous TV. How are you countering this on the shop floor? What kinds of ideas do you have for retailers to help them sell these bigger models?
What we have found is that when you position the screens next to each other, people are able to get a clear idea of dimensions. Then when you also show them smaller sizes such as 32 or 46-inches, they have a much clearer idea about the real benefits of the larger models.
How have sales been going in the very big sizes over the last year?
There has been a significant increase. For the general market, sales of TVs of 50-inches and above are up by between 100-120%, but for Sharp, sales in the 60” and above category have increased by 400%, and our growth is currently continuing at that level.
What advantages does Sharp have in the manufacturing of these large LCD TVs?
We have the production facility at Sakai, which is able to produce over 500,000 LCD TVs per month when it is running at full capacity, and it can do this thanks to being able to produce 9 meter-square sheets of mother glass, the largest in the world, from which we cut out the TV screens. This is why we are able to make such big screen sizes at affordable prices.
Even though sales of big screens are going better, what still needs to be done in terms of educating retailers?
Optimum viewing distance from the screen is one area. Five years ago, we were told that there was a formula, like three times the height of the TV is the ideal distance, but these days TVs have much higher resolution, as well as being connected to devices like Blu-ray Disc players, so that idea is really rather out of date. We need to show retailers that you can get much closer; as little as three meters away for an 80-inch screen. We tested this with consumers, and they were unanimous that there was no loss of quality, quite the opposite, in fact, they were amazed by the richness and depth of the image.
Will we be seeing the 4K TV available to the public this year?
I’m not sure. I think next year for Europe is more likely. But we will be showcasing our special 2K and 4K technology on the stand this year. It’s not just about increasing the number of pixels, you also need a special kind of processor that is able to calculate and cope with all kinds of inputs from low through to high-resolution images.
Matter Source :-
FEATURE FIRST PUBLISHED IN IFA INTERNATIONAL
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