) is eager to take control of the new Ultra HD market, but can it
do so by releasing more 4K displays than its competitors? Earlier
this week, the company
that the next batch of Ultra HDs (which run at a resolution of
3840 x 2160) will be far cheaper than the original 84-inch set
that went on sale last fall.
That display carried a $25,000 MSRP -- the same price that
Global Equities Research analyst Trip Chowdhry expected Apple
) to charge for a
Retina Display TV
"I think if they put a Retina Display [in the TV] and the main
screen size is [at least] 50 inches, I think the price point of
that device will go for more than $25,000," Chowdhry told
Benzinga last June. He estimated that Apple would hold off on
building a large Retina Display until the price comes down.
Based on Sony's current pricing structure, it seems that
high-resolution monitors are already becoming cheaper to
manufacture. The company's first 55-inch 4K set will cost $4,999
-- just one-fifth the price of the 84-inch model. The 65-inch
model will be sold for $6,999, making it a bit more expensive to
Now Sony is reportedly working on an even smaller 4K display,
one that could be used in the commercial space but is small
enough to cram into a dorm room.
, Sony will release a 30-inch Ultra HD OLED display with a
resolution of 4096 x 2160. Sony is expected to target commercial
buyers, but with a display so small, the company is unlikely to
DigiTimes also reported that Sony might release a 50-inch
model, but it may not ship until 2014. The 30-inch model could
also be saved for next year.
Even if Sony decided to wait, its efforts could still prove to
be vital to the 4K ecosystem. DisplaySearch (the TV research arm
at NPD Group) largely believes that Ultra HD panel shipments will
rise from just 63,000 units in 2012 to
2.6 million in 2013
As plausible as that may be, it could be difficult for the
industry to find two million interested buyers. With prices that
range from a few thousand dollars to more than $20,000, only the
most affluent consumers can afford to buy an Ultra HD display.
Corporate shoppers could help fill the void, but that will only
happen if the industry can persuade them to upgrade.
Louis Bedigian is the Senior Tech Analyst and Features Writer
of Benzinga. You can reach him at 248-636-1322 or
firstname.lastname@example.org. Follow him
(c) 2013 Benzinga.com. Benzinga does not provide investment
advice. All rights reserved.
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