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DAY 4 Edition - IFA International 2017

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  • September

LIVING ROOM LIFESTYLE

LIVING ROOM LIFESTYLE The Constantly Evolving Industry Technology and innovation combine to create a new dynamic in the TV market Kostas Vouzas, CEO of TP Vision (Philips TV) Europe, says the TV market is a very dynamic one, with technology innovations and different propositions being launched frequently. Mr Vouzas talks to IFA International about the changing trends among consumers. Kostas Vouzas CEO, TP Vision (Philips TV) Europe Today, people watch TV differently with streaming services now being, for many, their only source of content. This is one of the reasons Philips TV has developed the P5 Picture Processor, one that delivers the best picture quality even when streaming. Design also continues to be a key decisive factor when consumers buy a new TV as they want a set that looks great when it’s on but looks just as beautiful when it’s off. Philips’ TV design team, based in Amsterdam, has always worked on delivering stunning-looking TVs and we have delivered again this year, winning two Red Dot Design Awards for two of our OLED TVs. OLED TECHNOLOGY IS A GOOD EXAMPLE OF HOW DYNAMIC THIS INDUSTRY IS Which countries are the most popular ones for Philips TV? Europe is a very fragmented market and that’s why it is so interesting. Our TVs with their exclusive Ambilight proposition seem to resonate extremely well in northern Europe but we are also experiencing big developments in southern countries where our European Design Message seems to resonate with consumers. At the end of the day, we try to bring to market the best products, whether you are looking for a beautiful set, the best picture quality, best sound or a more immersive experience. What are the key TV launches for Philips TV at IFA? IFA is always an exciting moment of the year for Philips TV as we usually launch our new high end flagship models. And this year was no exception. The company is ready and willing to consider the implementation of all new technologies where its inhouse expertise can both lead to a significant performance improvement and bring a set that offers a true breakthrough for the consumer. That’s why we launched our new 65-inch OLED 9 Series, a TV that combines the latest OLED technology with Philips TV P5 Perfect Picture engine and three-sided Ambilight system, to create a new flagship product for the Philips TV range and a new reference for outright picture quality. We also presented our first Quantum Dot TV. The 8602 model 2 adds Quantum Dot technology to an already high specification to create a superb immersive performance previously unavailable in a 8000 series product. The 8602 also carries the Philips hallmark best of European design, with an expressive use of real materials, including a super-slim aluminium bezel and Visible Sound via a cleverly-integrated, front-firing soundbar encased in European Kvadrat cloth. How important is IFA in terms of conveying your messages to customers? IFA is a key moment for us to present our latest products and technologies but also to connect with our consumers, partners and media from around the world. For five days, the whole industry is reunited and this opens doors to new business opportunities, constructive product discussions and gives everyone a chance to experience our products. It is also very important to get a glimpse of the present as well as the future trends of the consumer electronic business. When would you expect OLED to go mainstream? The TV industry is constantly evolving. And OLED technology is a good example of how dynamic this industry is. There seems to be a real momentum around OLED and we, at Phillips TV, definitely believe in the technology and we have now launched three OLED TVs. At the same time, we always try to propose different products that we believe consumers want. It is difficult to speculate on when OLED will go mainstream but it is already moving in the right direction. We believe there is a clear consumer appetite for this technology » HALL 22 / Stand 101 26

LIVING ROOM LIFESTYLE Chinese Brands Changing the Face of the Living Room A market analysis of the “screenless TV” concept Innovative technologies for displaying TV content without the glass oblong or staid grey box are set to offer consumers a new viewing concept and a fantastic opportunity to re-invigorate living room design, according to a report entitled A Review of the Global Screenless TV Market. co-author of the study. "The next stage of strategic growth for these companies is international expansion." While not likely to erode the massive market share of the traditional LCD TV any time soon, the recent mobility to different locations and reduced eye-strain," says Kerrison. "Moreover, laser TVs offer consumers a new concept of content viewing – one that could easily be coupled, and potentially become synonymous with the rise of the connected The report undertaken by Futuresource Consulting shows that the trend has already taken hold in the Chinese market, which has recently witnessed substantial demand for “Screenless TVs” – an umbrella term referring to both laser TVs and smart projection. Laser TVs are ultra-short throw projectors that are sold with a rangespecific screen, while smart projectors are home cinema projectors with integrated smart functionality. SCREENLESS TV SOLUTIONS OFFER AN ARRAY OF BENEFITS THAT CANNOT BE MATCHED BY FLAT-PANEL TVS JmGO smart projector Futuresource Consulting expects that brands – including Hisense, Inovel, XGIMI and JmGO – will break into the US market, encouraging at least one major consumer electronics manufacturer to follow suit and attract a growing number of tech and design savvy early adopters. "Chinese companies are creating beautiful, innovative designs and there's been a groundswell of development from them over the past couple of years, which shows no signs of stopping," said Claire Kerrison, Futuresource Consulting analyst and rapid growth of Screenless TVs is expected to account for 75% of global home projector sales by 2021. Brands moving into this area such as TCL and Hisense are doing so in part due to concerns over the long-term profitability of the flat panel TV market. Hisense has claimed that projection is the future of the main home display and that it could "overthrow" LCD TVs. "Screenless TV solutions offer an array of benefits that cannot be matched by flat-panel TVs: flexibility, a low-cost 100-inch display, home."However, it is the design of these solutions rather than their functionality that has led to the recent surge in demand. "Chinese brands have a refreshing new take on projectors, marketing them more as 'entertainment systems' that add to a living room's aesthetics than just a mere display solution," said Kerrison. "They have created stylish designs but these companies have the capacity and resources to build the sales channels and promote these innovative products aggressively and at scale" www.ifa-international.org IFA International • Monday 4 st September 2017 27

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