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Samsung takes 57% of SA Blu-Ray market

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Research conducted by GFK indicates that for the South African market, as of October 2010, Samsung Blu-Ray Home Theatre Systems holds a 57% market share in terms of units and 53% in terms of sales. In addition, Blu-Ray players occupy 46.8% market share in terms of units and 45.8% in terms of sales.

Samsung Electronics’ Blu-Ray players are commanding the world market with outstanding technology and design, sweeping both developed markets of North America and Europe and emerging markets of Latin America and CIS. According to Lance Berger, TV/Audio Product Manager for Samsung South Africa: ‚While Blu-Ray sales in South Africa – prior to 2009 ‚ was nominal and market uptake was subsequently slow, this year has seen a marked difference in consumer buying sentiment and demand for these products has risen substantially locally.‚ In fact, research conducted by GFK* indicates that for the South African market, as of October 2010, the following is relevant: – Samsung Blu-Ray Home Theatre Systems hold 57% market share in terms of units and 53% in terms of sales – Blu-Ray players occupy 46.8% market share in terms of units and 45.8% in terms of sales The market uptake is much the same internationally where, according to market research firm NPD, the Blu-Ray player products of Samsung Electronics took a market share of 36% in terms of sales and 34% in terms of units sold for the January-September period in North America, maintaining the top position for two straight years. The company also secured its strong position as a leading provider of Blu-Ray players in another developed market of Europe and other emerging markets of Latin America and CIS.

According to GFK, another market research firm, Samsungs’ Blu-Ray players topped the European market with a 25% market share in terms of sales and 24% in terms of units sold.

In Latin America, one of key emerging markets, Samsung’s Blu-Ray players accounted for 48% of the market in terms of sales and 46% in terms of units, strengthening its top position with an overwhelming market share of almost 50% there.

Also in CIS, Samsung’s Blu-Ray players represented 33% in terms of sales and 31% in units sold, making it distant from the second player by more than 10% points. In Korea, the company boasted an overwhelming market share of 63% in both categories. Samsung’s remarkable market leadership in Blu-Ray players was mainly driven by – Superiority in product quality and design – Aggressive marketing within the industry’s largest line-ups of 3D Blu-Ray players. Samsung Electronics have come up with market-leading products since it launched the world’s first Blu-Ray player in 2006. Last year, the company further proved its technology excellence with the world’s thinnest Blu-Ray player, which measures only 39 mm. This year, it also led the market by unveiling a 3D Blu-Ray player faster than any other rivals. In particular, Samsung Electronics became the industry’s first Blu-Ray player manufacturer to provide distinct Smart TV application services in North America by joining hands with content providers including Netflix, Pandora and Blockbuster last year, further meeting the needs of its customers. This year, users are allowed to enjoy more rich content through their Blu-Ray players, including news, stocks, SNS and game. Content can be upgraded on a continual basis without firmware upgrade, allowing more convenient use.

Another worthwhile note is that Samsung’s Blu-Ray player appeals to global consumers with its stylish design that goes well with Samsung TV’s, the world’s No. 1 product. ‚We will continue with relevant innovative efforts to penetrate the market with various products around 3D Blu-Ray players, not only to maintain targets and remain the leading brand in this market but most importantly, to meet the needs and convenience of customers,‚ concludes Berger.

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