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DisplaySearch Launches Quarterly Rear Projection Television Shipment and Forecast Report (1/4/2005)

Sony Widens its Leadership Position in Q4'04

DisplaySearch, the worldwide leader in flat panel display (FPD) market research and consulting, has applied its comprehensive, global and detailed approach to the rapidly changing rear projection television (RPTV) market. Its new Quarterly RPTV Shipment and Forecast Report, whose data can also be found in its even more comprehensive Quarterly Global TV Shipment and Forecast Report covering all TV technologies, reveals that Sony took significant share in the RPTV market in Q4'04.

The microdisplay (MD) RPTV market, consisting of LCD, DLP and LCOS RPTVs, jumped 39% Q/Q and 293% Y/Y to 626K units for a 34% share of the total RPTV market in Q4'04. Revenues rose 28% to $1.75B and a 52% share of total RPTV revenues, up from 48%. Sony significantly widened what was a narrow advantage over Samsung in Q4'04 with its unit share rising from 25% to 39% in North America and 28% to 40% worldwide. This dramatic growth was fueled by Sony's strong brand recognition and presence, increasingly attractive prices, a healthy price gap with lesser known brands, and improved front of screen performance. Sony's shipments on a sell-in basis in Q4'04 in the important North American market, which accounted for 82% of the MD RPTV market, grew nearly 6X faster than the #2 MD RPTV supplier, Samsung. Due to Sony's strong quarter, the LCD RPTV share rose from 49% to 53% in Q4'04 worldwide and from 47% to 53% in North America.

By technology in North America, DLPs were the slowest growing technology, up just 14% with LCD RPTVs rising 55% and LCOS RPTVs growing 118%. Sony led the MD RPTV market in each region covered, as well as at three size categories: 40-44", 55-59" and 60"+. Samsung led at 45-49" and 50-54". Sony's worldwide LCD RPTV share jumped from 58% to 74%, Samsung maintained a dominant 57% share of the DLP RPTV market, and JVC dominated the LCOS market with a 93% share. MD RPTVs, with their thinner form factors and sharper pictures, are expected to overtake CRT RPTVs on a unit basis in North America in Q1'05 and worldwide by Q4'05.

CRT RPTV shipments grew 20% Q/Q while falling 18% Y/Y to 1.2M units worldwide and a 66% share of the total RPTV market, down from 69%. Sony also gained share in CRT RPTVs, overtaking TTE as its share grew from 15% to 16% worldwide followed by Samsung, Hitachi and Toshiba. Sony led in North America and ROW with Samsung leading in Europe and Changhong #1 in China. In North America, Sony was followed by TTE, Mitsubishi and Hitachi on a unit basis.

As a result, the total RPTV market grew 26% Q/Q and 12% Y/Y in Q4'04 to 1.85M units with revenues rising 19% Q/Q to $3.4B. North America accounted for the largest share of the global RPTV market with a 59% unit share and 68% revenue share due to the high acceptance of more expensive MD RPTVs. Sony's unit share rose from 19% to 24% worldwide on nearly 60% growth followed by Samsung (which maintained a 16% share), TTE, Hitachi, Toshiba, Mitsubishi and Panasonic. Sony led the total RPTV market in North America with a 28% share as well as in rest of world (ROW); Samsung led in Europe, and Changhong was #1 in China. Worldwide by size, Sony was #1 at 50-54" and 55-59" with Samsung #1 at 40-44" and 45-49" and Mitsubishi #1 at 60"+.

In addition to Q4'04 results, the report projects shipments by RPTV technology forward on a rolling 16-quarter basis by region by size and also projects RPTV costs and prices. Covering shipments, costs, prices and a forecast for four TV technologies by region, size and brand, the Quarterly RPTV Shipment and Forecast Report is an excellent value, starting at just $5995.

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