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TCL Vertical TV: A TV With a Twist

TCL is currently the second most popular TV brand in the world according to a recent report from Sigmaintell’s market research. The brand has been on a stellar rise in the recent years since its renovation and focus on research and development of ‘smart electronics’.
Companies from South Korea, Japan and the US had been market leaders in various electronics sectors since the beginning. However, since the advent of high-speed internet and its integration with the home appliances and consumer electronics, the Chinese brands have taken the market by storm with their fast-paced integration. The companies such as TCL and Xiaomi are the market leaders in terms of growth in market share in the consumer electronics and consumer durables.
TCL, primarily known for its display panel manufacturing prowess has entered the home appliance market as well. It counts India as one of its largest global markets. It has launched its line of home appliances in the first half of 2019. The response has been quite good so far but its highest selling product has been its line of Televisions. The reason behind such grand success is superior product quality along with affordability.
It has been noticed that South Korean brands such as Samsung and LG put in a lot of resources in research and development and they innovate new designs and products for the market. However, the Chinese brands often imitate the pioneering designs from the popular brands and then launch them at a fraction of the costs making it more appealing to the consumers especially in the emerging markets where the brand value stands a little chance for the price-sensitive consumers.
Samsung launched like no other, a TV that can be rotated to be watched vertically. Yes, a vertical TV just like your smartphone. The increase in mobile content has given rise to the demand for casting one’s smartphone contents to the TV screen. This often results in a smaller vertical viewing area on the primarily horizontal real estate on a TV screen. This changed with the introduction of the rotating screen TV by Samsung called The Sero.
TCL did not stay much behind as it launched a TV with a similar design. The model by TCL is called the Xess Smart Screen. According to Sparrowsnews, TCL XESS Smart Screen has no boot ads, and it brings a new form of interaction, from the GUI form of voice-assisted input to the new interactive revolutionary VUI (Voice Interaction), which realizes natural conversational operation. This makes the offering from TCL very advanced. Although TCL was not the first one in the market, it is a good one. Being first is not always necessary, but being right is.
Realistically speaking, the TCL model is far more appealing to the consumers as compared to the Samsung Sero. The primary reason is the cost difference. Sero comes at a price point of 189 million Won which comes to about ₹11,189,000, whereas, Xess will cost you only 890,000 Won or ₹50,000. The price difference is huge for any consumer. This will bar most of the probable customers from opting the Samsung model over TCL.
The second reason for TCL winning this game is because of the content. We are discussing smart TVs and a smart TV is of no use without the volume of contents available to watch on it. The primary purpose of the Vertical mode of the above-mentioned TVs would be able to play vertical videos. Users can always stream their mobile content such as Facebook app’s videos, Instagram videos, or any other popular video apps on the giant vertical TV screen but if there is no native app on the TV to stream vertical videos, then it will be a headache for the users to always keep their smartphone engaged while watching TV.
On the one hand, Samsung has no resource to solve this issue. On the other hand, TCL has moved way ahead in the game with its collaboration with Tencent and Suning Sports in China. As we all know, Tencent owns popular apps such as Wechat, PubG and Tencent Video. These apps are extremely popular but Tencent Video, in particular, is the video giant in China. Tencent Video is a Chinese video streaming platform owned by Tencent. As of March 2019, it has over 900 million mobile monthly active users, and 89 million subscribers. It is estimated that Tencent Video will be generating a revenue of 18.3 billion yuan by the end of 2017. The app has millions of videos uploaded every day and most of them are in the portrait mode (vertical screen mode). This will help TCL get loads and loads of vertical content for its vertical TV, unlike Samsung.

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