Taipei, Sunday, October 19, 2014 21:44 (GMT+8)
partly cloudy
Taipei
25°C
Taiwan LCD TV makers using branding to gain share in North America
Emily Chuang, DigiTimes.com, Taipei [Wednesday 21 June 2006]

Despite fierce competition in the global LCD TV market, Taiwan-based LCD TV makers are using branding to help their business in North America, according to the companies.

Working with partner Syntax-Brillian (Kolin has a 12.5% stake in the US-based vendor), Kolin expects Syntax-Brillian Olevia-branded LCD TVs to capture 8% of the North America market this year, according to a Chinese-language Commercial Times report.

During the first quarter of this year, Olevia LCD TVs ranked ninth in the North America LCD TV market, Syntax-Brillian cited DisplaySearch as saying.

Kolin expects its shipments next quarter will total 180,000 units, up 64% from 110,000 units this quarter, the paper added. For the year, the company expects to ship 500,000 LCD TV to the US market, Kolin estimated.

TV vendor Vizio, which is affiliated with Taiwan-based Amtran Technology, aims to become one of the top five flat panel TV vendors (by revenues) in the North America market by the end of this year, up from its number seven position in the first quarter, company CEO William Wang said in early June. Amtran currently provides Vizio with 32- and 37-inch LCD TVs and 42-inch and 50-inch PDP (plasma display panel) TVs.

Sampo, which sells its Maxent-branded LCD TVs in North America, was also ranked as one of the top ten suppliers in the US market during the first quarter of this year, according to market sources.

Tariffs are a main reason most Taiwan-based LCD TV makers focus on North America, the sources added. Unlike Europe, where imported LCD TVs are imposed with a 14% tariff, LCD TV makers only need to pay a 5% tariff in the US market. North America accounts for about 28% of the global LCD TV market, according to DisplaySearch.

In addition, with US-based customers paying more attention to price than branding, Taiwan-based LCD TV makers are able to develop their own-brand business in the US market more smoothly, the sources added.

Taiwan-based LCD TV makers strategy in NA market

TV maker

Brand name

Product line (inch)

Status

US-based retailers

Kolin

Olevia

20, 23, 27, 30, 32, 37, 40, 42, 47

Syntax-Brillian brand

-

Amtran Technology

Vizio

32, 37

OEM/ ODM/ OBM

Costco, Sam's Club and Wal-Mart

Sampo

Maxent

23, 32, 37, 42

OEM/ODM/ OBM

BestBuy and Costco

Source: companies, compiled by DigiTimes, June 2006.

Taiwan-based LCD TV makers quarterly shipments (thousand units)

Company

1Q06

2Q06(e)

3Q06 (f)

Kolin*

100

110

180

Amtran

100

-

-

Note: *To North America market only
Source: Chinese-language Commercial Times and companies, Compiled by DigiTimes, June 2006.

Categories: Display system Displays

The transition to 4k TV - UHD TV market forecast, 2014-2017
DIGITIMES Translation Services
  • 2014 global high brightness LED market, trends and shipment forecast

    For the global LED lighting market, the market size will reach US$25.82 billion in 2014 or a market penetration rate of 23.4%. This is attributable to exponential shipment growth for light bulbs, tubes, and directional lamps.

  • Greater China touch panel shipment forecast through 2015

    This Special Report provides forecasts through 2015 for Greater China touch panel shipments with breakdowns based on technology (glass, film, resistive), application (smartphone, NB and tablet) and by firm.

  • 2014 global tablet demand forecast

    This report analyzes the main players, their strategies and shipments forecasts for 2014, as well as other factors contributing to either growth or decline in various segments within the tablet market, with a particular focus on Apple, Google, Samsung, and Microsoft, along with whitebox vendors.