LG had anticipated DDAY.it IFA in Berlin that the opposite would happen OLED something important, even announcing a “rain of OLED” on Italy, in some cases minimized by some competitors. And that something important was happening it was understood when Unieuro few days ago shot down the psychological threshold (but real) of 2000 Euros for the 55 “. The numbers now begin to see really: in the last two weeks from the start of the promotion Unieuro on the OLED, the models were sold – according to our sources – around 1300-1400, almost 100 pieces a day; we speak of course of sell-out, ie sales to end users.
Un high number compared to what he could pull off the OLED prior to this release : in the first nine months of the year the average of OLED sold in Italy was around 200 pieces per month. A multiplier x15 intervened slaughter of 2,000 euro, of course, but also the availability of the product in amounts acceptable and media exposure and advertising finally worthy innovation in place. In fact, the major limitation of the OLED, even before the technology, that at this point starts to be really stable, is in the name, too similar to the LED and which therefore does not “tells” to the general public that it is a completely new technology.
The jolt was felt even on the market numbers: in week 39 the market share in the segment of TV from 55 “saw a real earthquake , with LG passed in first place with more than 40 % in value; a result that will not be easy to confirm in the coming weeks, unless the “rain” does not continue with new business proposals convincing. OF course LG is introducing several new products seen at IFA in Berlin: the autumn is hot, or to remain in metaphor, decidedly “rainy” …
Unieuro: “Important to spread the knowledge of the OLED, the only new thing in TV”
Abbiamo heard, for comment, Giancarlo Nicosanti, CEO Unieuro. Nicosanti is very happy with the promotion OLED in place: “It’s going very well. But the goal was not to just sell, but to make an investment for communicate to the consumer that among the TV is a new technology called OLED , and this in a scenario in which, unfortunately, even after the IFA in Berlin, not seen other technological innovations relevant “. Satisfaction, then, but also healthy realism: “ The OLED is a very difficult, which costs 2000 euro, still a very high figure, and it currently accounts for only 3% of the market. If you looked only at the front of the ROI of the investment, this has a negative ROI, but we are interested in at this stage to understand the scope of the news. We have to think in perspective: we will deal after Christmas . “
sull’equivoco OLED as simple evolution or even synonymous with LED, Nicosanti said he had seen encouraging signs: “ I do not think that even the average consumer has received the full scope of innovation that ‘OLED port . After what we did, many things will happen; LG also start with a communication exercise very strong. We hope that by Christmas the OLED has become part of the ‘vocabulary’ of the consumer type . “
Ma the focus is still to decide, wanting to invest EUR 2000 in TV, which road to take. We asked Nicosanti, if, in his opinion today makes more sense for a consumer to invest EUR 2 000 for a Full HD OLED or a 4K LCD: “ I would say that today, unfortunately, the 4k content offerings is unfortunately very limited – has confessed Nicosanti -. Today definitely if someone takes home an OLED has an incredible product , beautiful and aesthetically beautiful as image quality, even in the face of an extremely high: 2000 Euros – let’s face it – there are still many . “
But the market is really taking off OLED or is it just a fluke? Start other chains with promotions imporant? Nicosanti he hoped: “ Maybe he’s starting a rush on the OLED that will also involve the insignia us competitors. But I’m not worried, in fact in some ways I hope so too, so at least we will face on high-end products and not on entry level products. So maybe we can bring in Italy attention and spending on consumer electronics comparable to the rest of Europe, for which we are light years behind “.
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