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The Rise of 1080p Projectors adn Multi-Channel Disruption
Projectors Market Analysis and Commentary
05 Nov 2015 - The latest range of Futuresource Consulting reports have just been released shedding light on a cross section of the projector industry market covering both technology and channel trends. The studies zoom in on the lower end of the projector market and explore how it was shaken up in 2014 due to the reduction in chipset costs targeting 1080p projector SKUs. This created a surge of 1080p models in the low-end of the corporate market, highlighting user awareness of display technology. The reports also explore buyer behaviour within the E-tail channel.
The worldwide projector report highlights that the mainstream B2B 1080p sales have increased by 123% in 2014, and despite an overall global market retraction in 2015, this has continued to grow. The Q3 2015 results, recently published by Futuresource, saw B2B 1080p sales rise 22%, against an overall market decline of 7%.
Futuresource Consulting, to complement the worldwide projector report also shared qualitative and quantitative research pulled from interviewing over 150 EU resellers over the last couple of years. It reviews opinions and stats from key resellers looking for trends into what has driven demand for 1080p projectors. This recurring study found that although the cost of mainstream B2B, 1080p projectors declined by 33% in 2014 – the rise in adoption was not mainly due to price, unlike in previous years.
Futuresource states that the recent rise in sales can be largely attributed to increased availability of 1080p content in the meeting room, and crucially familiarity with the resolution. Claire Kerrison, Market Analyst at Futuresource Consulting commented that, "The issue of familiarity is key as it highlights that the rise of 1080p is not just a story of resolution dynamics, but is also one of channel dynamics. The main point about familiarity is that a typical end user knows what is meant by 1080p or full HD – they've been taught it by the TV industry over the last decade – However, few know what is meant by XGA or WXGA."
Alongside the rise of 1080p, Futuresource also saw the e-tail market becoming a true contender in the channel. For example, the number of SKUs covered by Amazon has increased significantly, as has the number of traders operating on its 'market place'. Futuresource discovered that certain vendors are making investments with Amazon to build brand and product profiles on the website and to promote reviews.
The data from the survey highlighted how peer reviews are becoming a crucial purchasing criteria for end-users, buyers are increasingly seeking advice from the internet and not from traditional bricks and mortar resellers. This means vendors need to change the way in which they market their products. Moreover, traditional resellers are under threat, with many being forced to change their business structure to remain viable.
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