HDTV:
Office Depot's Black Friday Deals
The retailer plans a $699 big-screen LCD sale.
By Swanni
(Swanni (Phillip Swann) is president and
publisher of TVPredictions.com. He has been quoted in dozens of
publications and broadcast outlets, including CNN, Fox News, Inside
Edition, The New York Times, The Washington Post, The Chicago
Tribune, The Financial Times, The Associated Press and The
Hollywood Reporter. He can be reached at swann@tvpredictions.com or
at 703-505-3064.)
Washington, D.C. (November 15, 2007) -- Would you like a
42-inch LCD HDTV for under $700? How about a 32-inch LCD HDTV for
under $500?
Those are some of the "Black Friday" deals that you can expect at
Office Depot, according to several web sites that monitor the big
shopping day.
Retailers traditionally offer deep discounts on the day after
Thanksgiving (Nov. 23), better known as Black Friday, the
unofficial start of the holiday shopping season.
The discount prices are often available for one day only -- and may
include restrictions on time and supply. Discount hunters also have
to contend with the frenzied atmosphere of Black Friday which some
shoppers view as a day of combat.
According to blackfriday.info, Office Depot has the following deals
planned for high-def products on Black Friday:
26-inch LCD HDTV -- $399.99
Oleva 42-inch LCD HDTV -- $699.99
Olevia 37-inch LCD HDTV -- $649.99 ... liegt da ein versehen vor ...

...
549.00$
Sharp Aquos 42-inch LCD HDTV -- $899.99
Westinghouse 32-inch LCD HDTV --
$499.99 ... 80$ mehr ...

Phillips Virtual Surround Sound Home Theater System w/DVD Player --
$179.99
TVPredictions.com will offer more updates on Black Friday deals as
they become available.
http://www.tvpredictions.com/blackoffice111507.htm
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Expert Comment: The arrival of the Black Friday sales
usually marks the start of the year-end holiday shopping season in
the US. As the US market is a very important region, its holiday
sales performance is always closely watched. For this year, some
factors are worth monitoring, as they may affect the strength of
the overall market, which include LCD application products. The
concerns can be categorized into three points: 1.Continued
depreciation of the US dollar. As the US dollar weakens, it raises
the prices of relevant products, which may result in an increase in
the retail prices. 2.Climbing oil prices: Amid the rising oil
prices, it increases the household expenditure, thereby impacting
the family’s overall buying power. 3.Subprime mortgage crisis: As
the effects from the subprime mortgage crisis remain a bit elusive,
it is still a time bomb that may affect the financial strength of
US consumers. It remains to be seen whether or not the factors
mentioned above will become a key concern. Needless to say, it will
be closely watched, as it directly affects the inventory levels of
retailers, TV set/panel/key component manufacturers
http://www.witsview.com/News/TopStory.aspx
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Looking at the dynamics of the LCD TV
industry through the eyes of James Li
A Two-hour chat with Syntax-Brillian CEO---James
Li
We are very honored and privileged to have the opportunity in
conducting an interview with Mr. James Li, where he will share his
thoughts on the global LCD TV industry changes and its future
development trend. Mr James Li is currently the CEO of
Syntax-Brillian, a company listed on the US Nasdaq. Mr Li’s
background originates from Taiwan’s IT industry. In 2003, he
co-founded the Syntax Groups Corporation, where in 2005, it merged
with Brillian Corporation in becoming today’s Syntax-Brillian.
Through a close collaboration with Taiwan’s supply chain partners,
and a successful marketing strategy, the company created the Olevia
TV brand.
Question: Amid the arrival of the LCD era, how will it
change the TV industry landscape?
Answer: For sets used primarily for TV watching, LCD TVs
could become a mere commodity in the next 5 years. However, as the
LCD TV has fully embraced the wave of digitization, its potential
far exceeds that of the CRT TV. In the future, the LCD TV will
become a device that not only delivers TV programs, but through a
bevy of functions, it is poised to become an integrated
entertainment and digital hub. If the TV industry continues on this
path, it will bring forth many new opportunities to countries with
a strong IT infrastructure, such as Taiwan, India and China.
Question: When the Olevia brand was first debuted in the US
market, a handful of CE giants had already established a very
strong foothold. It wasn’t until recently did these manufacturers
begin to view the Tier 2 brands as a credible threat. From your
observation, can you briefly explain how the Tier 1 players have
responded?
Answer: A new strategy adopted by the Tier 1 brands was the
widespread use of sub-brands for their LCD TVs, which included
Panasonic’s Viera, Toshiba’s REGZA, Samsung’s Bordeaux, Sony’s
Bravia and Sharp’s Aquos.
Tier 1 players have also started to add more average priced models
to their lineup, creating a lot of pressure on the Tier 2
players.
Question: Two year ago, the industry was curious if the IT
companies would become a new power in the LCD TV market. But now
people are interested in understanding how Tier 2 TV brands have
emerged in challenging their Tier 1 counterparts. IT brands, such
as Dell and Gateway, pulled the plug on their TV businesses, while
Olevia and Vizio instead rapidly developed. What did the IT
companies lack, and what allowed the new TV makers to survive and
develop?
Answer: The failure of the IT makers stemmed from their
underestimation in entering the TV market. As a result,
insufficient resources were deployed during their initial foray.
The situation was further complicated by the painful WinTel form
factor experience encountered by CE manufacturers, most notably
Japanese players, as they sought to enter the PC market. Thus, the
Japanese have been especially keen in keeping the IT makers away
from the TV market.
In addition, in contrast to the more independent and burgeoning IT
industry, the CE market, which encompasses the media, government,
entertainment and broadcasting sectors is more secluded.
Consequently, the more tightly-knit business relationships make it
much more difficult for IT makers to penetrate into.
In terms of resources and production capacities, Tier 2 TV makers
are at a disadvantage when compared with the leading global IT
makers. If we say the former’s performance is better than the
latter, it is mainly attributed to the fact that the Tier 1 IT
makers did not initially consider them as a serious threat.
However, we are still far away from success. As a matter of fact,
we are still in a shaky position. Once the Tier 1 makers decide to
slash their prices, Tier 2 TV makers still face a strong
possibility of being squeezed out.
Question: In the beginning, Syntax was a private company,
with limited capital. How did you persuade your suppliers to lend a
helping hand?
Answer: When Syntax was first established, it was
anticipated that the Olevia brand would become a sales platform for
Taiwan’s industry, where participating suppliers would be able to
enjoy the fruits of the platform.
However, more time is needed before people can fully discover the
merits of a brand-based platform. Taiwan’s IT companies are
currently more at ease with their OEM business models, where they
mainly run their businesses by gaining production orders from
international brand vendors. Thus, as such manufacturers are more
vulnerable to any marketing risks, they are more willing to
sacrifice their margins in securing more long-term orders.
Olevia’s supply chain partners, which respectively share our
platform vision, mostly originate from southern Taiwan. Some do not
come from the IT industry at all, but individuals who have a keen
interest in our platform. They probably would never have thought
that one day their products would be able to be sold around the
world.
Question: It is seen that Syntax-Brillian has raised funds
with many of its suppliers, including Premier, TCV, WesTech and
Teco. But why hasn’t Syntax-Brillian raised funds from the
public?
Answer: Although it is not too difficult to raise funds in
the US, listed companies must pay a bigger expense when the capital
is provided by investors. By contrast, if players in the supply
chain can be persuaded in providing financial support, it will
bypass the relevant costs associated with the public fund raising,
and deliver larger benefits to Syntax-Brillian’s sales
platform.
In addition, during a fund raising campaign, investors have a
minimal effect in helping companies bring down their costs. On the
other hand, if component suppliers acquire an equity stake, it
improves the company’s production costs. These are just a few of
the many benefits and opportunities a common platform can offer,
where everyone can exist and prosper together.
Question: You are currently trying to expand into other
worldwide markets, but at the same time, Olevia’s ranking is
slipping in the Northern America market. Is this a price that must
be paid when expanding the business?
Answer: Compared to the previous year, Olevia still enjoyed
an average growth of 2.5 times YoY. This is not easy for the
companies like us, especially when considering the limited
resources at hand.
In terms of the market expansion, Syntax-Brillian LCD TV sales are
currently focused in the US and China markets only. We have
ventured into the South America market, while in Europe, we pursued
with the acquirement of the Vivitar camera brand. However, at the
moment, we have not yet launched any TV models in the Europe
region.
Question: It seems Syntax-Brillian’s acquisition of
Vivitar brand is a tactic in entering the European LCD TV market.
Compared to creating the Olevia brand for the N. America, different
marketing strategies are being adopted for some regions. What are
the differences between the US and Europe markets? What is the
value of Vivitar?
Answer: In the US market, consumers are more concerned with
the price/performance. In Europe, consumers pay more attention on
the TV’s style and basic values. In other words, price and specs
alone are not enough in attracting European consumers.
Ever since the medieval times, Europe consists of many “polis”
linked together, where each one contains several small area-based
retailer channels; only dealing with brand makers that they were
familiar with. When entering the Europe market, aligning with these
local retailers is an important process.
Many Europe brands have already built a relationship with various
regional retailers, which have lasted for decades. Thus, the
retailers are willing to promote and sell any of the brand’s
products. Vivitar was invented in 1938, and is almost nearly 70
years old. We can utilize Vivitar’s brand and channels in promoting
our LCD TVs. Slotting Allowance and Product placement fee are free,
which shortens the overall learning curve.
Currently, the Vivitar brand only sells DSC related products in
Europe. In the future, if more supply chain vendors can join
Syntax-Brillian’s platform, Olevia LCD TVs have a better chance in
penetrating the Europe market.
Question: Which segments of the supply chain do you
anticipate most in joining the platform?
Answer: Everyone is welcome to join. My primary intention is
create an open platform for Taiwan’s industry. From any corner
around the world, I hope to let everyone know that this (Olevia LCD
TV) is made in Taiwan, or designed in Taiwan. Although it maybe
assembled in China or in other regions, it is a symbol of
Taiwan.
Taiwan’s major IT players, such as Compal, Quanta or even Hong Hai
are all adept in vertical integration. Although Olevia now enjoys
the support of its supply chain partners, in the long run, closer
ties with these major IT player needs to be built in taking the
business to the next level.
Question: The traditional TV industry is composed of CEs,
MSOs, TV networks and CE retailer. These players have co-worked for
decades. As a new comer in the industry, how do you compete with
them in winning the market share (or become one of them)? What is
the most challenging aspect? Can you give some suggestion for
anyone who seeks to enter the LCD TV market?
Answer: By looking at the current market rules and the
intertwined relationship among the existing players, it is a market
structure that is unlikely to break down. The only method for the
newcomer to survive is by joining them. Thus, in order to
successfully sell a TV, it is important to maintain an amicable
relationship with the mainstream media, entertainment industry,
content providers, or even government departments. In addition,
grasping the market rules is always a must.
For example, for hotels in the North America market that provide
video on demand services, they are mainly dominated by two
companies--- OnCommend and Lodgenet. If the TV makers do not adopt
to their respective specs, the incompatibility of the TV will
render it unusable in the hotel. However, these on commend solution
suppliers only offer their licenses to certain TV makers.
Therefore, TV makers must find ways in working together with them.
These are difficult challenges that both the TV and IT makers must
face. Yet, as the IT industry emphasizes on producing rapid
results, when first foraying into this game, it may feel
particularly uneasy and out of place.
Question: Taiwan is already well known for its IT industry.
It has also transformed itself into a TFT LCD powerhouse. Which
areas do you think the Taiwanese need to work on before entering
the LCD TV market?
Answer: Pertinent software upgrades is just as important as
the hardware. This is an area in which Taiwan must try to improve
on when entering the TV industry.
Currently, TV makers must pay a USD 8~USD 25 royalty to the likes
of Sony, RCA, Thomson, Zenith, and Philips. This also constitutes
to a significant portion of the aggregated costs. Moreover, as TVs
become more multi-functioned, the required software must be
increasingly powerful.
Question: Please share with us your outlooks toward the TV
set and industry trend based on the following table and provide a
simple explanation if necessary
Answer: http://www.witsview.com/Content/chat/syntaxbrillian.htm