M. Stanley expecting more demand for ultra-sharp TVs
May 2, 2013, 12:07 am TWN
TAIPEI--U.S. brokerage Morgan Stanley has raised its shipment forecasts for ultra high-definition TVs with 3840 x 2160 (4K2K) resolution on the back of strong promotion by Chinese TV brands and more size offerings.
The firm revised its global 4K2K TV shipment estimates to 3 million units for this year and to 13 million units for next year, up from the previous projections of 700,000 and 2.8 million units, respectively, it said in a research note on April 29.
“We view the rapid price premium reduction (for 4K2K TVs), evidenced by China's May holiday promotion, (as) a positive demand trigger,” Morgan Stanley analyst Sharon Shih said in the note.
She said China's TV brands have reduced their 4K2K TV price premium over full-HD TVs to a range of 19 percent to 51 percent, while Japanese TV brands still position it as a niche segment and price 4K2K TVs more than double that of full-HD models.
Morgan Stanley also raised its estimates for global 4K2K TV penetration to 1.3 percent in 2013 and 5.2 percent in 2014, compared with its previous forecasts of 0.3 percent and 1.2 percent.
In a bullish scenario, the penetration rates may further rise to 9 percent in 2013 and 14 percent in 2014, if consumers value the 4K2K features and the 4K2K TV content availability continues to increase, the brokerage said.
Among the suppliers, major beneficiaries include Taiwanese flat-panel makers Innolux Corp. and AU Optronics Corp., LCD driver chip-maker Novatek Microelectronics Corp., and LCD driver chip packaging and testing firm Chipbond Technology Corp., it added.
According to Taipei-based market information advisory WitsView, China will soon become the main battlefield for ultra high-definition TVs as the scale of its market for the high resolution devices grows quickly in the near future.
WitsView predicted, however, that the global penetration rate of ultra high-definition TVs will be a mere 1.2 percent in 2013 and stay below 5 percent until 2015.