Plasma Tv Wall Mount

Plasma's road to the top will not be easy. It still has not quite managed to top CRT in terms of image quality. It still has a price point that puts it well out of reach for the majority of consumers, and in addition to this people are slowly coming around to the idea that the image of plasma as the flat screen you can hang on the wall is actually something of a myth.

Of course, the latter point is something of a bonus to retailers looking to sell a stand with the product.

In spite of these potential pitfalls, plasma is hurtling along in the consumer electronics fast lane. It is currently the fastest growing TV format worldwide, predicted to grow from 100,000 units to 4.9 million units by 2007. In the UK last year, 19,000 pieces were sold into the commercial and consumer market combined. This year, sales are predicted at around 32,000 pieces, growing to 92,000 pieces in 2003.

Plasma is also a technology well suited to the independent retailer, requiring as it does explanation, delivery and installation. Furthermore, it is more than like that an independent will be ready and willing to set aside the necessary space for a demonstration. In an age where Dixons is decking out its stores in the style of supermarkets, it gives the indies a palpable advantage over the multiples. Multiples have to create a certain amount of revenue per square foot, and as such may not be so inclined to give the product store hot spot. It is easier for independents to have flexibility of merchandising.

"If you look now," begins Hitachi UK sales director Robert Jones, "the independents--plus the department stores--are actually taking the lion's share of the plasma market. The specialist independents who are now investing heavily in the flat display market are seeing a surge in demand. Independently trading AV specialist retailers are having an absolute boom time in this product."

In a market where retailers are constantly forced to compete with sales channels that treat many products as a commodity, plasma certainly comes as something of a godsend. No doubt it will be a good few years before Sainsbury's starts selling them off next to the dog food and baby wipes.

However, while Hitachi and a number of other companies have launched plasma televisions directed specifically at the home market, there are those retailers who feel that it is still regarded as something of a business product. Toshiba senior marketing manager Simon Heape explains.

"Plasma is still very much a business product--and we have had great success selling our two models into this market since we introduced them. I don't think it's a question of consumers accepting the technology--plasma is one of the most desirable entertainment products for the home--it's more a question of affordability.

"As critical price points are reached, we will see significant growth in this sector. More manufacturers are bringing consumer led products into the market, so we expect to see a gradual growth in this area. We will be introducing a 35in plasma TV later in the year which we are confident will offer consumers an aspirational and affordable step up from a high-spec widescreen TV."

Of course, there is then the problem that, if plasma is positioned as a step-up from a high-spec CRT, retailers will be faced with the tricky task of asking their customers to pay more for worse picture quality. However, some feel as though this will not be a problem. Hitachi's Mr Jones believes that plasma TVs are bought for their style rather than the picture quality, and as such there is no danger of sales being lost to cheaper CRTs in this sense.

Meanwhile, Philips senior marketing manager for CRT, Ian Knight believes that while plasma is not quite up there yet, it is only a matter of time. After all, CRT is a good deal older than its flat counterpart.

"In the mid-term," begins Mr Knight, "the potential certainly exists to improve picture quality and deliver a plasma product that more closely rivals that of CRT. However, you have to remember that CRT has been developed over many years and despite being a `mature' technology is still capable of delivering increased picture performance."

Another stance, is that taken by Toshiba's Mr Heape, who does not feel it fair to compare plasma and cathode ray tube pictures.

"We must accept that while plasma picture quality is good, it's a different type of picture and can't really be compared. I also don't think that this is the main advantage over CRT. I would say that the main selling point is its must have image and slim style, which means you can get a big wide screen into a room without taking up too much space. Also, the exceptionally wide viewing angle gives vivid picture quality from anywhere in the room."

This however, brings up an issue which could well prove a problem for the retailer selling the benefits of plasma. Much of the publicity surrounding flat screens has shown them hanging on the walls of various modern apartments. However, without the benefit of a sturdy main wall, this is simply not going to be possible.

To avoid mounting a plasma screen and having it tear out a wall of their two bedroom Kensington flat, leaving nothing more than an expensive pile of plaster and glass, manufacturers will always recommend getting a professional installation, and as such people can be confident that if their plasma screens go on the wall, they will stay there.

Sharp UK LCD and plasma TV product marketing manager, Matt Newsome, explains. "With most plasma sales still including installation by a qualified AV company rather than the customer hanging the screen on the wall themselves, I don't think weight is too much of an issue. As long as the retailer is fully aware of the required specification for the wall and the installation is carried out by an expert, the consumer can have the hang-on-the-wall experience."

However, one can imagine customers being extremely irate should they spend 6,000 [pounds sterling] on a television, only to be told it can't be used in the manner advertised. The manufacturers feel that the perpetuation of this myth will not be a problem. Toshiba's Mr Heape elaborates.

"Plasma TV may be marketed as wall-mountable, but this is not how consumers are using it.

LIMITATIONS

"Let's consider the limitations of the UK home--with fireplaces, windows, and doors it can be difficult to find a wall to mount a plasma screen in the average living room. And then there are the cables--which most consumers won't want to have buried in their walls." Mr Heape says that most wall installations tend to be bespoke home cinema systems.

However, he also goes on to say that, in terms of home use, "the screen size limits it mainly to dedicated home-cinema room installations". Certainly the `average' UK living room is unlikely to be housing a plasma, be it on stand or wall mounted, so the intimation is that many people will be hoping to wall-mount the screen.

Mr Heape adds: "Our research suggests that only 10% of consumer plasma installations are on a wall." But he does not give figures as to how many would like to hang them on the wall.

If people are not interested in hanging them on the wall, then why do so many manufacturers advertise them as such?

In essence, plasma is an aspirational product for that very reason. And its inability to fulfil that niche leads on to its biggest problem--LCD.

Manufacturers have been saying for a while now that plasma and LCD can co-exist, with consumer's not caring or needing to know what technology powers the flat screen of their choice. However, LCD is now available at the 30in screen size, putting it as a direct competitor to plasma. Furthermore, one of the advantages of LCD is that most people will be able to wall-mount it.

Sharp's Mr Newsome elaborates: "There's a real choice for the consumer of plasma vs LCD. With LCD screen size increasing to meet plasma head-on, the consumer now has the option of a similar-sized LCD TV which could be up to 40% lighter than the equivalent plasma. Having said that, I think plasma and LCD can co-exist, at least in the short to medium term."

Nonetheless, there are plenty of voices insisting that plasma definitely is the TV technology of the future. With this in mind, it is worth asking the future of plasma will be.

Toshiba's Mr Heape offers up his opinions: "As we have witnessed with the success of Dolby Digital TVs, the average consumer does not want the hassle of separates, they want a simple integrated solution. Consumers who aspire to the `must-have' image of plasma panels will prefer to but a plasma TV so as not to worry about cabling and connecting to a TV tuner.

"We will see plasma panels becoming commonplace in the domestic living room, primarily for TV viewing but also serving as the central component in a more general home entertainment system embracing DVD and possibly video on demand and broadband Internet."

Philips's Mr Knight, however, warns that we will not be seeing the flat screen take over completely just yet: "Plasma will continue to take an increasing percentage of sales from CRT, although it will be a number of years before it becomes a serious challenge to CRT Improvements in picture performance and price erosion will be the ultimate drivers as will an increased array of screen sizes."

Regardless of whether the technology lasts, or morphs into something slightly different, the fact of the matter is that it is currently offering massive opportunities for independent retailers capable of giving it the space and time it needs. It may not quite offer all it initially promised, but it is still the most desirable piece of kit on the market.

COPYRIGHT 2002 DMG World Media Ltd.
COPYRIGHT 2002 Gale Group

Get Skiing &Snowboarding Packages. - Sponsored Link
Ad - View Package Specials &Book Now!