They also claim that Sony is not making money from selling the Bravia TV range and that the worst case scenario is that Sony get out of the TV business altogether.
The US research Company claims that Sony "plans to put into motion this May an "aggressive price cutting strategy" for their large LCD TV models. They also claim that competitors like Samsung will be forced to follow the Japanese Company in slashing prices.
The Display Bank report obtained by ChannelNews is normally provided to vendors. It claims that the plan by Sony to discount LCD TV models will force Samsung and second tier makers "to either react or seek out other solutions". They also say that Sony's move is expected to vitalise what has so far been a stagnant TV OEM segment.
They say that the price of a Sony 40" FHD model could fall to below $1,100 in the US and a 46" model to less than $1,499. In Australia this could translate to $1,800 and below $2,500.
