Connected TV LOW ENERGY,
Connected TV LOW ENERGY, HIGH APPEAL There is a strong case for consumers to choose LED-backlit sets when replacing their TV, given the energy savings to be made. The payback time for an entry-level LED-backlit TV is under four years in California, and under two years in Europe. “The finding is clear — and it is surprising that TV-set makers do not market this advantage,” says Paul Gray, DisplaySearch’s Director of TV Electronics Research. “Consumers are attuned to fuel consumption in cars, and our Global TV Replacement Study showed that they are equally mindful of electricity usage when it comes to choosing a TV.” Tablets, TVs and the home-video ecosystem are at the heart of the IFA DisplaySearch Business Conference, which takes place on Monday. 12:30 - 13:00 Registration 13:00 – 13:10 Welcome • Paul Semenza, Senior Vice President, Analyst Services, DisplaySearch 13:10 – 13:30 Keynote Address 13:30 – 15:10 Session 1: Understanding the Tablet Supply Chain 15:30 – 17:20 Session 2: Tablet Meets TV 17:20 – 18:30 Session 3: TV into the Future: Enhancing the Home Experience Monday, September 5, 2011 8:00 AM - 5:00 PM Messe Berlin Fairgrounds Connected TV: A Question of Education Consumers need help to catch up with connected technology TVs are increasingly connected, but consumers need time to learn how to make the most of the connected environment. Buffering and poor picture quality are no longer barriers to satisfaction when it comes to connected TV. Research reveals that two thirds of connected-TV viewers believe the picture and sound quality are about the same as, or better than, their regular TV reception. Viewers also like the flexibility to watch content at any time, as well as the wider choice of content. “Connected TVs are now clearly a mainstream technology, but their actual usage is a different story,” says David Tice, Vice President and Group Account Director at Knowledge Networks. “Finding ways to turn on the installed-but-inactive population may be the key to growth in every area. One potential approach is to tap into the unmet needs of pay-TV consumers, such as the ability to access web-like search tools and social media through their TV set.” Keith Nissen, Research Director at In-Stat observes that “the days are long gone” when devices were independent of services and video content. "Today, nearly all CE devices are becoming web-enabled, linking them to online applications, services and vast libraries of digital content,” he says. “The success of Apple has highlighted the inherent advantages of a comprehensive digital ecosystem. Today, the largest digital-media giants such as Microsoft, Disney and Sony, have to craft digital-ecosystem strategies to compete with 150 120 90 60 30 0 “Connected TVs are now clearly a mainstream technology, but their actual usage is a different story” 2009 2010 2011 2012 2013 2014 2015 DisplaySearch Connected TV Forecast and sometimes complement those of their competitors. At the same time, more narrowly focused device manufacturers, operators and online portals need to navigate and position their products in the competitive landscape among the dominant digital ecosystems.” From the manufacturer’s point of view, recent product launches show how integral Internet services have become to the future of TV. In 2011, more than 25% of all flat-panel TVs shipped are expected to have some form of Internet connectivity. According to the DisplaySearch TV Design and Features Report, this number is forecast to grow to 138 million units in 2015, accounting for 47% of all flat panel-TV shipments. “The adoption of connected TV is not just taking place in developed regions,” says Paul Gray, DisplaySearch’s Director of TV Electronics Research. “Emerging markets often have good broadband services, and there is a thirst from consumers to get the best content.” DisplaySearch forecasts that, by the end of 2015, over 500 million connected TVs will have been shipped. Meanwhile, the emergence of Wi-Fi Direct has enabled the TV to partner more readily with handheld devices in the home, such as smartphones and tablets. DisplaySearch forecasts that more than 98 million TV sets with built-in 802.11 wireless networking will ship ME and Africa Latin America Asia Pacific Japan Eastern Europe China North America Western Europe in 2015. “Wi-fi technologies are the foundation of smart TVs,” Gray adds. “We expect that, in 2015, 35% of 46- inch or larger TVs in North America will be smart TVs, able to retrieve content from the Internet without the restrictions of a portal, offering intelligent search and recommendations, upgradeable by their owners and able to network seamlessly with other devices in the home.” www.ifa-international.org IFA International • Monday 5 th September 2011 27
