All you need to know why it’s difficult to discern among the television brands is to read this quite from Lee Neikirk of Reviewed.com. He’s discussion the advantages of Sharp TVs, which are being discontinuing in the Americas.
“Sharp TVs are perhaps most notable for their Quattron technology, with introduces a fourth sub-pixel into the traditional RGB matrix. In recent year, Sharp has also experimented with effective upscaling – as seen in the company’s Beyond 4K Ultra HD TV – and a moth eye screen that diffuses light.”
Of course, Neikirk is an industry insider whose job it is to dig into the different technologies.
But what he wrote is not all that far from what the TV manufacturers say themselves to target audiences. It’s all technological gobbledygook that penetrates our minds about as effectively as a snowball against a brick wall.
Sharp has become the latest victim of such an approach as the 103-year-old Japanese company is pulling out of the TV business in the Americas following low sales and a single focus on the technology of the TV.
As we said in a television manufacturer study a few years ago, the brands within the market think televisions are all about the technology. That’s akin to talking only about product benefits if you’re selling automobiles. Product benefits are important, but don’t confuse them with the reason why consumers choose.
It’s easy to see why manufacturers have fallen into this trap. The race for a clearer, deeper and bigger viewing experience has made them head to the R&D labs with urgency. Once the new technology comes out, the manufacturers tout it. Then it’s on to the next technology.
The problem is that, even if you develop a true breakthrough, it’s only a matter of time until everyone has similar technology. At that point, consumers are not buying based on technology but on price and what brand makes them feel the most comfortable.
My own choice of TV.
I recently bought a Sony Bravia for one of my backrooms and I’ll tell you how I chose that one. The TVs are all in an array at the back of the store. I knew what size I needed and what my budget was.
Then I checked the brands. Among them, Sony felt like the safest choice among the Vizios and, yes, the Sharps sitting along side it.
That was it. I chose based on brand.
If TV manufacturers continue to think the technology is what is going to sell their TVs first and foremost, they also might go the way of Sharp. Technology is important, but the brand is what consumers use to navigate themselves through the confusing gobbledygook.