Consumer electronics retailers claim that they are expecting “big demand” and possible shortages for 3D- and IP-enabled TVs after three networks – Nine, Foxtel and SBS – announced live 3D TV broadcasts of leading sporting events during May and June.
They claim that some vendors, like Samsung, who have been heavily promoting 3D TVs, may be forced to airfreight stock just to keep up with demand.
According to Scott Browning, Marketing Director of JB Hi-Fi, the decision by TV stations to broadcast live 3D sporting events has caught many retailers unprepared with Browning still looking for answers as to “how the live 3D broadcast will be put to air”.
He said “Stock levels are pretty thin, we know that Samsung has stock and that they are working very hard to keep the pipeline supplied however no one was expecting three channels to announce live sporting broadcasts.”
Mark Leathan, Head of Marketing, for Consumer Electronics, at Samsung admits that demand has been greater than the company anticipated. He said “Consumer demand for this game-changing technology has been greater than anticipated. We are continually improving our stock situation and are confident we’ll be equipped to meet the demand expected across May and June”.
Browning said that TV vendors are looking at “bring stock in by any means they can” and that could involve air freighting stock.
A senior NSW, Harvey Norman franchisee said “3D TV stock is in short supply. We are set to heavily promote 3D via the State of Origin and there is concern about stock levels. We have been told by vendors that they will airfreight stock, however this could result in an additional $200 being added to a 3D TV”.
“One of the attractions for consumers is the cheap price that Samsung is currently offering for a bundled deal. They get a 3D TV which is also an Internet@TV model as well as, a Blu ray player, glasses and a 3D movie for under $3,000 this is very cheap, in fact it’s too cheap as both the vendor and the retailer is losing margin at this price. ” they said.
“Several vendors have expressed concern at the cheap price that Samsung is offering because in reality this deal would still sell well at $4,000 as it would at $3,000 especially as we are facing stock shortages. Demand will be high and the price of 3D is cheap” they added.
Scott Browning said “The fact that three broadcasters, are going with live 3D sporting events is an opportunity for retailers however the in store proposition for consumers looking for a 3D TV is very limited as only two vendors are selling 3D TV’s at the moment”.
Steve Rust the Managing Director of Panasonic Australia said that he had no plans to airfreight stock to meet demand. “For us to get stock and get into stores to meet the demand we would have had to put in orders to the factory 6 months ago. Other vendors are going to be in the same position. We intend to launch the last week of June”.
Browning said “I don’t think we are doing justice at a store level with the rush that’s on”.
He also warns that the current demand for 3D TVs is being created due to the Federal Government providing temporary spectrum to networks to test 3D broadcasts. He claims that when the testing is over those networks will then have to work out the cost of broadcasting 3D which could result in TV networks having to pay millions for 3D spectrum in the future.
