Technology

Young buyers rush for smart TVs ahead of digital switch over

smart

A customer talks to attendants at the Housewife’s Paradise electronics store in Nairobi’s Central Business District. Sales for LED screens and digital TV have been going up. DIANA NGILA

The television section at electronic retailer Housewife’s Paradise in Nairobi is bustling with activity. The attendants are packing two 50-inch television sets that have just been bought by a client in his twenties. With the Christmas season in full gear and the deadline for the switch over from analogue to digital signals looming, this is a common occurrence at the store.

The new LED screens and Smart TVs have added to the experience of home entertainment. With additional features like Internet connectivity, Wi-Fi, power saving and 3D experience, the television sets are popular with clients aged between 22 and 35.

According to Kennedy Wanyonyi, the lead sales executive at Housewife’s Paradise, some clients in this age group have already bought the digital televisions sets that were released into the market three weeks ago.

“The clients appreciate that a television can be used for much more and are interested in the Internet and smart features of the digital TVs,” says Mr Wanyonyi.

Samsung was the first to have its digital televisions approved by the Communications Commission of Kenya, introducing screens in three sizes into the market ahead of the December 31 deadline. The 32, 40 and 46-inch screens are targeting the middle class with retail prices ranging between Sh59,999 and Sh130,000.

According to George Mudhune, LG marketing manager, his company’s digital sets are with the CCK awaiting approval.

The company had originally introduced the first test digital television in 2008 before it was withdrawn from the market for further research.
Digital televisions have inbuilt decoders that can receive digital signals without the need for a set top box.

The television market has been fast evolving with the size and functionality of the devices becoming more advanced. The latest entrant in the market is Sharp with its 80-inch screen.

The electronic manufacturer aims to grow its share in the market to 20 per cent in the next two years amid steep competition from LG, Samsung and Sony, who have been in the local market for longer.

LG have the largest screen in the market after they released their 84-inch cinema 3D screen in November.

The digital TV is popular among the younger clientele but the rest of buyers prefer to buy larger LED screens and the variety of Smart TV’s plus a set top box. According to Mr Wanyonyi, the most popular size of screen is the 32 inch due to its cost and size.

The slick super slim designs are popular but there is the occasional client requesting the older cathode ray tube TVs that have a protruding back.

“We still have some of the old TV’s available because we have at least one or two clients that purchase them,” says Mr Wanyonyi.
Sharp are targeting the premium clients for the larger screens, which retail at more than a million shillings.

“We have already sold one unit in Mombasa since the launch,” says Rakesh Singh, the general manager of Polestars.

Kenya is the first market in Africa to have the 80-inch TV, making the country a focal point in the company’s drive into the larger East African market.

“Kenya is our gateway to East of Africa and we are very optimistic with our prospects here,” said Sharp general manager for Middle East FZE Tagami Yasuharu.

George Mudhune of LG says that there is a market for the larger screens: “Last year we had the 70-inch LG 3D screens and we cleared the stock and are now focusing on the 84 inch screens.”

The large screens are only available on display at selected stores but are available on order at any authorised retailer in the city.

“The size and nature of the screen cannot be accommodated by all stores so we encourage our customers to make an order at their preferred retailer and we deliver to them,” says Mr Singh. Most stores stock up to the 65 inch screens.

As the competition for television sets heats up, it is trickling down to the retailers who have enticing offers to lure clients to buy the products.

For instance, in addition to the warranties provided by the manufacturers, retailers like House Wife’s Paradise offer a one-year insurance for the electronics.