TV manufacturers are betting on technology to save 2016

São Paulo-Smart TVs, Ultra HD or 4 k. Anything goes in terms of technology to manufacturers of televisions can attract again the looks of consumers and thus try to save sales until the end of the year.
According to the President of the National Association of manufacturers of electrical and electronic products (Down), Ajit Kiçula, tv production this year should reach the same 9,500,000 produced in 2015, considered the lowest level achieved over the past five years. "If we hit that number in December already will be happy, but I believe until it is possible to overtake him a little. It''s not going to be an exceptional year nohow recover the impacts suffered by the industry, but it''s a start. "
And new technologies can help in recovery, since even though stable, sales are still well below the peak of production registered between 2012 and 2013, when were produced of 14,000,000 units per year in Brazil.
The expectation of executives is that the new habits of Brazilians like TV on demand and apparatus suitable for internet, with operating system and high image resolution, help encourage exchanges.
Watching the demand for Allied technology, LG Electronics brought to Brazil a new line of televisions with 4 k resolution and Ultra HD screens. "interactive content options are growing and the smart TVs segment must pass from the current 11% to 25% stake in the company''s business in Brazil by the end of this year, thanks to this scenario" provides the product manager at LG, Igor Krauniski.
For Kiçula, however, the industry''s recovery will be gradual, with a better scenario only from next year. "At some point we will have to start making up for the losses caused by the crisis and will not be immediate, but I hope this will occur in 2017," he predicts.
"Usability"
The Japanese Sony has just launched a new line of TVs 4 k especially for models with more than 65 inches. "With the economic crisis that hit the country, the consumer thinks very well where you will invest your money. This is one of the reasons why the more inch TVs have higher appeal and sell more and more. We bet a lot on these models for the domestic market, "says the President of Sony Brazil, Hiroki Chino, in an interview to the DCI.
Executive optimism is also a result of increased demand for televisions with interactive content and the expansion of paid content services such as Netflix and Globosat Play, where the user chooses when and how you want to watch the programming offered.
The President of the Eletrolar Group, organizer of the biggest electronics fair in the country, Carlos Clur, believes such usability options will be an asset to our industry for the next few months. "In addition to technology, the demand for Smart TVs must grow more and more and always with several service options. Now the consumer defines what and when will watch. These TVs offer the best experience in this direction, "he says.
Two months ago, Sony Brazil has also developed a partnership with retailers offering, in addition to the full line of products in premium shops, customer support. "By August we will have 20 shops where you can try all our items, such as televisions and audio equipment. In addition, there will be 24-hour care and support during a year, including the installation of the products ", reveals the company''s marketing manager, Marcelo Gonçalves.
The two companies will make the televisions the flagship of the second half, claimed the executives.
"In this industry, the constant innovation is a rule. I have an optimistic precisely by observing the industry brought aggressive releases, which should take advantage of the seasonality typical of the second half to boost performance, "says Carlos Clur, Eletrolar group.
The proposal from Samsung Brazil for the period is to provide innovative experiences with the new HDR technology, the same used by movie studios. "We believe that there will be a heating demand, packed mainly for news like this, who anticipate a new market reality", bet the video Division Manager of the company in Brazil, it Érico Traldi.
Free Zone
The Manaus Industrial Pole (PIM), which brings together a significant portion of the production chain of consumer electronics, has intense fashion sense the effects of the crisis.
According to the President of the industry Center of Amazonas State (Cieam), Peter Wilson, the thread that covers manufacturers of televisions, tablets and mobile phones has been facing successive falls for almost two years.
"The activity of the Community industry fell much in the region," says the Manager. The consumer electronics segment represents approximately 27% of revenues of the Manaus free trade zone.
Last year, the electronics segment posted revenues of 23.3 billion, approximately R$ 18.8% drop compared to the previous year, according to the Superintendency of the Manaus free Zone (Suframa).
Until may, the sales of electronics have already backed down 15.9% to 7.8 billion R$. Of this amount, R$ billion or 4.4% of revenues total 15.6 polo-still come from the production of TVs with LCD screen.
Peter comments that the crisis in the free zone of Manaus is not today. "The performance of the PIM''s coming moving aside for three years, and everything that we produce in the region is a result of the mood of the market, that''s bad for a long time", says Peter.
In his assessment, in addition to tightening the income, fear of unemployment still haunts Brazilians, which directly affects the production of the free zone. "What the industry of the region urgently needs is the confidence," he adds.
For the leader, still no sign of upturn. "We must have a heating business in a manner consistent only from the second half of 2017."
Last year, the total turnover registered R$ PIM 78 billion, 10.3% decline on the previous year. In 2016, Peter estimates a new 30% retracement. "The policy is important to avoid bigger drops, but I see no relevant change of the current frame in the next six months."