News & Commentary
Why Pioneer May Exit the TV Business
The company's strategy of selling high-end HDTVs meets the global recession.
By Swanni
Washington, D.C. (February 8, 2009) -- Pioneer, the maker of high-end Plasma High-Definition TVs, told Reuters last week that it's considering leaving the TV business entirely.
The company is projecting a loss of $848 million for the year ending March 31, which would be its fifth consecutive annual loss
"There is a whole spectrum of possibilities with withdrawal on one end, in-house development and production on the other and sales of procured TVs somewhere in the middle," a Pioneer spokesman told the news service.
Several other news reports, however, say Pioneer has decided to exit the TV business and bundle its DVD/Blu-ray business into a join venture with Sharp.
Pioneer has carefully crafted a reputation in North America for selling expensive, but exquisitely made Plasma HDTVs. Some high-def enthusiasts swear by them, saying they offer the best picture on the market. (Pioneer only makes LCD sets for the European market.) However, the sets are often hundreds of dollars more than comparably-sized models from rival companies.
Reuters notes that Pioneer captured just 5.9 percent of the Plasma TV market share in the first three quarters of 2008, badly trailing LG, which had 15.5 percent, Samsung, which had 22.8 percent and top-ranked Panasonic with 37.2 percent.
Commentary:
Pioneer is a victim of the deepening global recession -- and its own market strategy.
The electronics company has learned the hard way that today's anxiety-ridden consumer is rejecting anything that's perceived as a luxury item. And with Pioneer pricing its sets far above the norm, the average person sees Pioneer as pricey.
Instead, average folks are deciding that buying a cheaper Plasma set from well-known brand names such as Samsung and Panasonic makes more sense.
However, even if times were good, Pioneer's sales would continue to disappoint.
The company has failed to create a strong enough perception in the marketplace that its sets are something special, worth the extra coin. The tech intelligentisia -- led by tech journalists -- may sing Pioneer's praises, but the average consumer just thinks the sets are overpriced.
