3D Rise Changes Visual Experience Drives Group War
Opportunities and challenges: make believe SONY wants to create a new business peak, mobilize group resources, Samsung shows strong ambitions, and integrate external resources
The rise of 3D is not only a change in visual experience, but also the beginning of a group war. This is an opportunity and a challenge for group companies with diverse consumer electronic products. After the financial turmoil After that, some groups grew against the trend, while others fell back. 3D technology is a good opportunity to achieve explosive growth again, and it is also the last weapon to turn the tide. Samsung and SONY are the best examples.
The CES exhibition held in Las Vegas a while ago not only made the industry feel that the economy was obviously rejuvenating, on the other hand, it also made all major consumer electronics manufacturers launch 3DTV. It seems that the aspirations of the global announcement: 3D display coming! ! However, SONY and Samsung, who have always been rivals in the TV market, have also gathered forces in the field of 3DTV. They want to gain an advanced position in this field to declare: I am the leader of a real consumer electronics manufacturer.
make believe SONY wants to create a new career peak
The 2009 Information Month is generally a bloody battlefield for consumer electronics manufacturers. However, it is quite special that SONY is uncharacteristically starting to develop a "makebelieve" corporate vision, exhibiting a series of networked and 3DTV and other products, especially the part of 3DTV that attracts the people to queue up, want to see the shock of the audio and video presented by SONY's 3DTV.
Since the establishment of SONY, at certain intervals, there will be some organizational reorganizations and integrations, intended to conform to changes in global industry trends or to adapt to internal group strategic adjustments. In view of the strategy of SONY CEO Shi Jinge, he integrated SONY's group to establish two groups: Consumer Products & Device Group and Networked Products & Service Group. The big business group hopes to combine software and hardware to bring consumers a new experience in using consumer electronic products. It is the central spirit of "makebelieve" and SONY's new corporate vision.
As far as 3DTV is concerned, 3D images can just give viewers a more realistic image experience, and SONY ’s previous strategic thinking usually used group operations to educate consumers with all its terminal consumer products: "Some function or The interface will be one of the indispensable features of consumer electronics products. "Like the previous HD or the current Blu-ray specifications, these SONY product lines are almost all supported.
Looking back on 2008 and 2009, after the financial turmoil of SONY, coupled with Samsung's stepping up, the organizational adjustments and product layouts made in 2010 are actually not difficult to see. SONY intends to use 3DTV to revive the past in the world. In the consumer electronics market, the strong winds and storms, but in the case of strong enemies, whether SONY's strategy will work or not depends on the strategies of other competitors.
Mobilizing Group Resources Samsung Shows Strong Attempt
According to the DisplaySearch research, Samsung ranked first in the third quarter of 2009 in terms of global TV brand shipments and market share, far ahead of SONY, which is temporarily in third place (see Figure 1), but regarding Samsung ’s current approach It seems that Samsung is not satisfied. For the product lines such as OLEDTV and 3DTV, the Samsung Group has already been extremely productive. As for the 2010 CES show, Samsung launched a 65-inch 3DTV, which has a built-in 3D processor, which can convert 2D content to 3D. At the same time, Samsung will also launch a Blu-ray player and support 3D content playback.
From the perspective of the Samsung Group, Samsung has a solid foundation and strength from processors, memory to panels. Especially for panels, Samsung also announced that it will start to produce LED 40-inch, 46-inch, 55-inch full-screen HD3D TV compatibility Panels, with upstream components such as memory, LEDs and processors, plus downstream global brand advantages, in order to penetrate the TV industry in the upstream and downstream group operations, and comprehensively lay out the 3DTV market. It is worth mentioning that Samsung is consuming The competitiveness of sexual electronic products is also not to be underestimated. For example, TVs, mobile phones, digital cameras, monitors and NetBooks are almost all available. In terms of Samsung ’s powerful hardware technology, it is not necessary to fully deploy 3D imaging technology. Impossible thing.
Combining external resources, 3D war is on the verge
However, what consumers want is not a high-tech TV, but also rich reading content. For the 3D imaging industry, in addition to the need for powerful hardware device support, its rich 3D content support is also very important. At the CES show in 2009, many major manufacturers began to draw platforms to join the content industry, because they knew that only hardware can not allow consumers to pay, and diversified value-added services are the future trend of consumer electronics. The CES exhibition in 2010 also followed the model of the previous year, and the strength was stronger to reinforce their own hardware solutions. On the other hand, in terms of SONY and Samsung, both companies are also cooperating with RealD technology to obtain 3D patented technology to avoid the problem of patent infringement. Taste (see Table 2).
Judging from the layout of the two companies in the global 3D industry, SONY's action on the combination of external resources is much more obvious than that of Samsung. In terms of strategy, Samsung still does not change the way the group operates, and the integration of external resources is relatively Came too little. On the other hand, in the layout of 3D display hardware and software, in fact, SONY is slightly better than Samsung. In terms of hardware, 3D camera or Blu-ray 3D chip design, Samsung still does not have much layout; on the software side, SONY has cooperated with many content players in the Blu-ray field as early as the audio-visual industry, and now 3D imaging Regarded as a new wave of peaks in major industries, the cooperation between SONY and content players is bound to deepen. Furthermore, SONY also has its own entertainment content and service-related companies, as far as the overall layout of the hardware and software field is concerned. , SONY is much better than Samsung.
Samsung is not a fuel-efficient lamp. Samsung is far superior to SONY in the control of key components. Especially in terms of panel, Samsung is the leader in the global panel industry. Even if SONY and Samsung have a joint venture to build a panel factory, Coupled with the situation of downstream brand competition, Samsung's market share or shipment amount in the TV market are far superior to SONY, so in terms of hardware alone, SONY has lost Samsung a piece.
The rise of 3D technology, although driving consumers' new visual experience, but for consumer electronics manufacturers, 3D technology and the market has become a battleground for military strategists. Whoever can gain a leading position will consume the market In terms of, it is of special significance. However, in order to achieve a leading position, the effort, resources, and costs are high, and it is bound to use group resources to fight together in order to gain a place. As far as Samsung and SONY are concerned, no one wants to let anyone's mentality. Under the strategy of using group resources, I am afraid that there will be a war in the future of 3D technology.
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