Samsung: focus on premium segments
Photo: Karlis Dambrans/Flickr

Photo: Karlis Dambrans/Flickr

7th December 2017

Strategies to profit from the World Cup and changing demographics
Television manufacturers the world over wait four years to have a dream season: World Cup Summer. As the moment nears, they get ready to meet a sales peak that enhances financial performance of those who get it right.
With better technologies available, this year buyers will seek superior viewer experiences. An obvious first step to feel closer to a premium seat on a Russian stadium is enlarging the size of the screen, and that’s what the Senior Manager Marketing Latin America of Samsung, Arthur Wong expects will happen.
Price is always a factor for Latin American households, he said in an interview with Latin Trade, but the Cup will probably be felt by consumers as the right opportunity to jump to wider screens. Some of them will also move to newer technologies like 4K, which gives better resolution images (4,000 pixels.)
Among all available screens, TVs are still important for Latin American households. From January to August, TV sales grew 8 percent from the same period in 2016, Wong said. “Televisions became the entertainment hub for families.”
Video-on-demand (VOD) took up most viewers’ time. Six out of 10 households use their TVs to watch VOD. Close second came pay TV, and gaining space among users, there are some of the smart-TV features embedded on TV-sets. Surprising perhaps, gaming is not on this top-three list.
Viewing patterns are tied to the fact that Latin American households are also …

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