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Day 4 - IFA International

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LIVINGROOM LIFESTYLE Paul Gray Principal Analyst / Researcher - IHS Technology group Paul Gagnon Senior Manager - Analysis & Research - IHS Technology group Key Groundswell Trends in the TV Market Paul Gagnon – Senior Manager – Analysis & Research - IHS Technology group and Paul Gray – Principal Analyst / Researcher - IHS Technology group reveal the main tendencies As the TV market twists, turns and evolves, we asked two of the world’s top analysts – from IHS Technology group – to tell us more… Paul Gray: What we see this year is HDR, which technology demonstrators were talking about last year as “coming”. Now, standardisation is starting to kick in and we actually have HDR products. We also at last have real top tier UHD content of live events. We have had some fantastic UHD streaming from Netflix, Amazon and Prime and so on, and now, with Sky Deutschland, Sky UK and Sky Italia, we have live coverage in UHD of themes that people really care about. The sense of presence when it’s done well really underlines the value proposition of why one might want a UHD TV. Up until now it’s just been extra pixels. Now the content is arriving. There is a new dynamic in the market that is still underappreciated if you walk around IFA. That is that services are defining TV, and defining winners in TV in a way that they didn’t five or ten years ago. All this UHD wouldn’t have happened without Netflix and Amazon. We’d still be waiting for people to have first UHD services. If you look for example to the United States where Chinese brands have partnered with Roku, which is just a platform giving access to content, this has been very successful in accelerating Chinese brands’ access into the US market, and their success in it. We are seeing a market in television that is much, much more like mobile phones, where access to services defines success. Meanwhile broadcasters like TF1, ARD, ZTF and the BBC are evolving, and some are also streaming 4K on the internet, because it takes too long for the infrastructure to catch up. What has taken your eye at this year’s show? Paul Gray: The interesting thing for me is that there are a number of brands in Europe with an OLED product. Last year, we had LG, and Panasonic just announced it, and now we have brands likePhilips, Grundig, Metz and Loewe. So suddenly you see OLED becoming, rather than just a single brand flavour, suddenly becoming something that is occupying a lot of the top tier. There are still issues on cost and capacity compared to LCD, and some of the LCD products out there – the really top end ones – are very, very close on performance. But definitely you can see OLED starting to create a position for itself at the premium end. Paul Gagnan: I have been impressed by Sony, who announced here in Europe the Z9 series TV, which I had a chance to see at their global launch event in Los Angeles in July. Performancewise, it’s very good – in the same tier of quality as OLED. Which is impressive, given that it is a very mature technology, but it continually finds ways to evolve and improve, and doing so usually at much lower cost. So it’s very intriguing to see that even in the best of class category, LCD still remains very, very competitive IHS MARKIT FORECASTS MAJORITY OF NETFLIX SUBSCRIBERS TO BE OUTSIDE US BY 2018 By 2018, the number of international Netflix subscribers will overtake the number of US domestic subscribers, according to new analysis released recently by IHS Markit. “At the moment, Netflix has 79.9 million total paying subscribers,” said Irina Kornilova, senior analyst at IHS Technology. “By 2018, international subscribers will overtake the number of subscribers in the US for the first time, and by 2020, Netflix will have 75 million international subscribers.” The total number of Netflix subscribers grew 30% between 2014 and 2015 and is forecast to grow 21% in 2016 as territorial expansion reaches its peak, IHS Technology says. By 2018, Netflix will break the 100 millionsubscriber mark. The number of Netflix International paying subscribers will grow 38% in 2016, with more than 2.8 million of these new paying subscribers coming from the new markets that Netflix launched at the beginning of this year. At the end of 2016, unsurprisingly, Western Europe, with strong UK (over 6 million subscribers by the end of 2016), Netherlands and Nordic (5.4 million subscribers combined) markets, will be the leading region for Netflix outside the domestic US subscriber base, the report said. Germany, despite strong competition from Amazon Prime and free TV, is expected to reach 2.2 million paying subscribers by the end of 2020. IFA International • Monday 5 th September 2016 21

ADVERTORIAL LIVINGROOM LIFESTYLE Christopher Ng Deputy General Manager, Tongfang Global Tongfang’s Global Growth Built On Strong Content Partnership Innovative content ecosystem is the future for TV industry Over the past decade, Chinese firm Tongfang Global has established itself as one of the fastest-growing players in the global TV market via self-owned and affiliated brands such as Seiki, Orion, Element and Westinghouse. Active in the US, Europe and Australia, it has won plaudits from the international trade for its combination of competitive pricing and quality product. But if you think Tongfang is just like other leading Chinese companies, you need to think again, says Christopher Ng, deputy general manager of Tongfang Global: “The TV industry is changing fast. In recent years, the emphasis has been on hardware and functionality – with everyone talking about things like 4K and HDMI as their value-added. But in the coming years the new emphasis will be more about content. Whoever has the best ecosystem of content will be in the strongest position.” Building this ecosystem has been Tongfang’s number one priority – and there is big news coming later in the year, says Christopher. “We can’t announce anything yet. But in early 2017 we will be partnering with a giant platform, one of the most prestigious in the global market, with lots of users. When we do, it will send a message about the content-led approach that our company is focused on for the future.” A big theme with other TV manufacturers at IFA 2016 has been the design of their sets. But Tongfang’s emphasis on content means this is not a big priority, says Christopher: “Quality of image is important of course, but the TV set itself is just a rectangle. Our strategy is to keep things simple in terms of design.” In terms of some of IFA 2016’s buzzwords, like HDR and DolbyVision, Christopher believes take up will be driven by the content companies. “The OTT Video on demand aggregators are driving this. So speed of take-up in the market will really be about the level of support from the major platforms. Our strategy is to work with the right partners to make sure we capture the trends of the global business.” Another area which Christopher believes sets Tongfang apart is its close proximity to local markets. “We place a lot of importance on local management and respecting local culture. We have production plants in South Carolina in the US and Wales in the UK, which makes us a contributor to local economies.” In terms of the company’s product range at IFA 2016, TV sets vary in size from the 22” inch Retro TV to the top of the range 85” inch model. Between those two extremes of the spectrum are 58” and 65”. Explaining the appeal of presenting product at IFA, Christopher says: “This event means a lot to us. It’s a great opportunity to talk to our customers and end consumers. We love getting everyone together to discuss the previous year’s achievements and plan for the future.” Christopher says the company is not especially concerned by volatility in the global economy. “The sun rises, the sun sets,” he says, “Our company sees the international market as a big opportunity because of its competitive strengths. In addition to our production capability and strong partnerships, the company has a reputation for investing heavily in research and investment in the flat TV business. As I said earlier, we will have some major news early in 2017, so I look forward to seeing you then!” » HALL 6.2 / STAND 203 WHOEVER HAS THE BEST ECOSYSTEM OF CONTENT WILL BE IN THE STRONGEST POSITION. 22

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