The revival of the desktop market translated into a 7 percent growth for
bundled monitors, however, the overall market was flat because of the decline in
standalone sales. The competition from notebooks, netbooks and all-in-one
desktops further aggravated the pitch for monitors. Otherwise, the industry saw
a marked shift from LCD to LED technology with major players like Samsung, LG,
AOC, ViewSonic and BenQ launching LED monitors. Panel makers now are using LED
backlights in mainstream monitor with sizes ranging from 18.5 inch, 19 inch, 22
inch, 23 inch and 24 inch.
Even though standalone monitor sales declined, it was that market that
contributed greatly to the total monitor market which was pegged at Rs 4,419
crore in FY10. This implies that the assembled PC market has expanded with the
increase in number of unbranded monitors decline. In terms of screen size, the
Indian market with its multiple players offered a wide variety of options
starting from 15.6 inch to 24 inch. The increase in penetration of PCs in tier-2
and tier-3 cities solely for education purposes, led to the purchase of entry
level monitors basically between 15.6 to 17 inches.
Action Packed Year
The first three quarters of FY10 saw LG leading the market with 26 percent
share, in terms of units sold. But its share kept dropping quarter-on-quarter,
eventually leading to the second in line, Samsung, taking over in Q1FY10. It was
not just conceding ground to Samsung, but the QoQ decline resulted in a drop of
more than 10 percent in LG's annual market share. This should serve as a wakeup
call for LG, as 50 percent of its revenues in FY10 still came from its monitor
business.
FY10 saw LG launching its first ever monitor TV that allows its consumers a
convenient access to AV/TV devices such as a DVD player, VCR, video game
console, camcorder and more. This particular product is available in three
sizes-18.5 inch, 21.5 inch and 23 inch-and at very affordable prices. Moreover,
to strengthen its LCD market, LG has recently announced the extension of the
product warranty from three to five years for its 19 inch and 22 inch LCD
monitors. The LG Network Monitors were launched as part of its one-stop SMB
solution, on which LG planned to invest around Rs 200 crore by 2013. These
network monitors work on PC virtualization principle, enabling one PC to be
shared by up to 11 users making it a favorite among the cost-conscious SMBs.
Samsung restructured its IT business around both volume and value. The volume
business typically comprises LCD monitors, HDDs, OMS and notebook PCs. In 2009,
Samsung had 21 percent marketshare in terms of volume and 24 percent in terms of
value. It captured the #1 position with a market share of 21.9 percent in the
non-bundled market by Q1FY10. The company also launched its MystEco Series of
TFT monitors in the Indian market, available in 15.6 inch, 18.5 inch, 20 inch
and 21.5 inch screen sizes. This series offers the option of power saving with
the help of one hot key through which the power consumption can be set at 100
percent/75 percent/50 percent.
This series boasts of a unique phenomenon called the 'Magic Angle' which is a
three step angle management process where the screen does not lose clarity, even
when viewed from different viewing angles. The screen appears as if at face
angle, even when seen lying down. In addition to this, Samsung also launched
Konect Plus multifunction monitor that gives users the option of connecting the
LCD monitor with the set top box, home theatre, DVD player, game console, camera
or camcorder with its HDMI port, thereby giving a high definition connectivity
option.
While the Koreans have been slugging it out, AOC and Acer have been steadily
gaining market share; while LG and Samsung have completely moved out of CRT
monitors, the likes of AOC and Acer still offer the older models both as
standalones and bundled with OEMs. In FY10, AOC launched the 'All in One' range
along with an LCD TV range namely 'Nautilus'. There is no doubt that the
awareness about green technology and energy saving factors in LEDs has generated
a demand in the market and the panel makers are now aggressively promoting LED
backlights. In line with this, AOC launched four new LED monitor series in
2010-Series 37, Series 39, Series 40 and Series 41. All four series are
available in an 'ultra thin' look, and in a range of sizes starting from 18.5
inch upto 24 inch. These monitors come with an EPEAT Gold certification.
With the focus on regional markets the company announced a low price strategy
under which it offered new products in lower price range compared to other
vendor offering in the branded segment.
Innovative features, color options, energy and space savings, and the
continuous price erosion witnessed in this category have been the primary
catalysts for driving LCD monitor sales. With the aim of augumenting its market
share, Acer launched five new TFT monitors in India, Acer monitors feature Acer
SensorTouch technology for discrete, touch-sensitive controls that enhance the
monitor's streamlined look and make settings adjustments easy. Acer has
witnessed a healthy growth QoQ owing to its unique Channel Business Model that
encourages first-class suppliers and channel partners to collaborate in the
supply-chain management.
The other players such as BenQ and Viewsonic too did not lag behind in
launching new products in the market. BenQ had a mixed market wherein its market
share had an uneven pattern. Even if its market share dipped, BenQ still managed
to launch three new V Series models with features like HD, full HD, HDMI and
Human Vision Technology.
Even if Viewsonic had a dwindling market share in terms of units sold, it
launched its VX2739wm, which it claimed was the world's first 27 inch full high
definition monitor with a 1 ms response time.
Lure of 3D
With console gaming gradually catching up in the domestic market, the
monitor market too is coming up with high definition varieties specifically
tailored for the segment. Apart from Viewsonic, Samsung launched the country's
first and largest range of 3D televisions across the LED, LCD and Plasma
platforms. The entire range comprises LED 7000/8000 Series, LCD 750 Series and
Plasma+ 7000 Series. One reason can be the requirement of high-end graphics card
for consoles, without which even high definition monitors would fail to give the
desired effect. That means an additional cost. Keeping in mind these dynamics,
Samsung is launching a marketing campaign that would highlight the wonder that
3D technology brings to consumers' home entertainment experience.
Atreyee Dutta
atreyeed@cybermedia.co.in
Source: DQ