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You are here: Home / Personal Tech / 'Wow' Is Right: Sharp Offers 90-Inch TV
Sharp Goes for 'Wow' Factor with 90-Inch HDTV
Sharp Goes for 'Wow' Factor with 90-Inch HDTV
By Adam Dickter / CRM Daily Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
Have an entire spare wall in your home that needs to be covered? And an extra $11,000 burning a hole in your pocket?

If so, Sharp has a deal for you with its new humongous 90-inch Aquos TV. The Osaka, Japan-based electronics giant says its 142-pound LC-90LE745U model is the world's largest LED TV. It's 3D capable, with a1080p 3D full array LED panel, built-in Wi-Fi and an intuitive SmartCentral user interface to access apps and browse.

It's 4 feet tall, 6 feet diagonally and 8 feet wide but only 5 inches deep.

Catches Your Eye at Best Buy

While out of reach if you're not part of the One Percent, Sharp may have the "wow" factor in mind more than gross sales.

"While this might be an 'aspirational' model for many, it could instill a sense of luxury and value to the brand," said Michael Inouye of ABI Research, noting that the Aquos will be among the most eye-catching displays in any electronics store. "Some consumers may perceive Sharp in a more positive light because they see such a large and expensive TV, [and] it could make them feel the other Sharp TVs likewise are higher quality."

It's not the biggest TV ever, though.

"There have been 100-inch-plus models shown at CES in years past," said consumer devices analyst Avi Greengart of Current Analysis, referring to the annual Consumer Electronics Show in Las Vegas.

Greengart said production of big-ticket items hasn't been sidelined by the economic downturn.

"Luxury goods -- including handbags and watches that cost more than this TV -- are selling well in this economic environment," he said.

"I assume that the reason [they] do this is for PR value and bragging rights, but it is possible that it is profitable. It isn't a volume seller, but it isn't priced like one, either. Truth be told, $11,000 is quite reasonable, as previous super-sized sets have sold for tens of thousands of dollars."

A cheaper solution, he suggested, would be to purchase a $3,000 projector and a 110-inch screen instead, which "provides an excellent viewing experience, too."

Halo Effect

Inouye said the Aquos is clearly meant as a "halo," or top of the line model.

"Sharp has positioned itself as the large-screen industry leader, so the 90-inch model fits within this image -- note that Sharp also offers 70-inch and 80-inch models, priced considerably lower.

"Sharp also acquired the rights to Pioneer's former "Elite" brand and sells a higher-end line of TVs. In other words some consumers may perceive Sharp in a more positive light because they see such a large and expensive TV, it could make them feel the other Sharp TVs likewise are higher quality.

Another benefit: The higher profit margin for halo items helps the company's bottom line.

"Even at lower volumes a positive contribution margin is usually a positive," Inouye said. "In time the price could come down as well. This is, after all, the launch price -- for instance, you can purchase an 80-inch LED TV from Sharp for just over $4000."

Read more on: Sharp, Aquos, Panasonic, Elite, HDTV
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