Worldwide LCD-TV Market Expanding at 27% CAGR to Hit $84B by 2010
Rapid growth in LCD TVs is hurting the other flat panel-television technologies—even at the large-format level (40-inch and above) and by 2007 iSuppli predicts LCD TVs will take the lead in large screen units shipped.
However, the biggest threat to LCD TVs is the creeping commoditization that is making consumers view such televisions provided by different manufacturers as being interchangeable, and thus having no unique value. iSuppli believes the 32-inch and smaller LCD TVs already have become commoditized and predicts 40/42-inch sets will join them within the next year.
One way LCD-TV manufacturers are staving off the impact of commoditization is to locate their manufacturing in the same region or nation as the target market. If a television takes one month to import to another destination around the world, it is possible the price of the television may have dropped a $100 from the time it was shipped until the time it hits the retail shelves. In order to avoid this and to maximize profits, some LCD TV manufacturers are beginning to invest in manufacturing centers around the world in order to maintain a close proximity to their sales outlets. Europe and the United States are seeing a greater number of these centers crop up, Patel said.