Commentary: How smaller players may affect LCD TV pricing in Japan

While Japanese consumers are typically considered willing to pay more for products bearing trusted brand names, perhaps less known LCD TV vendors may still end up having an affect on pricing in the Japan market.

In general, the most successful LCD TV brands are those that have the backing of their own LCD panel production lines, so brands such as Sharp, Samsung, Sony, Philips and LG Electronics are global leaders. In Japan, trusted brands, such as Toshiba, can also leverage the quality of its chip designs and brand recognition to maintain market share, with Toshiba claiming 20% of the local LCD TV market.

However, having the backing of vertical integration is not the only way to succeed in the global LCD TV market. Taiwan-based Amtran Technology, a Top-3 branded LCD TV vendor in North America, is a good example of a company that is succeeding despite having no panel making capabilities or IP advantage.


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