There it was, in all its splendor nearly blocking the entrance to BJ’s Wholesale Club in Framingham, Mass.: the 42-inch 1080 DPI HDTV LCD for a mere $629, teasing those who entered the off-price shopping venue.
The picture was killer, especially compared to the 42-inch with lesser resolution I bought for significantly more several years ago. Was it time for a mega-upgrade? I could almost literally feel my wallet burning a hole in my pocket.
I read the vital stats on the side of the box and quickly realized it blew doors off my “old” wall-mounted TV, and then some, in the area of features and capabilities. Wow. Only $629.
It mattered not what I decided, as I already have a TV with HD. What mattered more, with the holidays, and digital TV transition in mid-Feburary looming, was what folks who didn’t want one decided to do. So I stood around and watched and listened to others.
As people approached and saw the system, out came the cell phones and PDAs and word spread. Some stopped dead ion their tracks to discuss whether they should perhaps finally take the plunge at $629. Others left to return with special store flatbeds with wheels to whisk them away to the checkout line.
Still others moved to the side of the incoming flow of shoppers, directly into the TV department so see what else the store had and compare the $629 offer to other models and prices. And some others moved on into the cavernous club store to check out other items and or/shop for things they had planned on leaving the store with.
And then I remembered three things that stood out in these times of a badly battered economy and barely enough good news to generate a newspaper headline:
The price of consumer electronics always comes down in a competitive market. And then the cheaper printer models where the all-in-one printer costs nothing, but you end up spending a ton on cartridges over time.
Finally, one sentence from the AT&T Inc. (T) press materials on the recent 12,000 employee layoff that said the telco was still hiring in three areas: video, broadband and wireless.
Together those items made me think that even if the sun didn’t rise (it doesn’t seem to much in the cold and dark-at-4 p.m. daylight savings months in New England), sales of certain consumer electronics will go on, and well beyond the holidays.
They are the printers, or the handheld razors of the modern day of video and broadband. They open the gate to viewing for their owners, and revenue generating opportunities to service providers, Internet web sites and those selling home networking wares too.
It’s largely about T-commerce. Commerce via TV. TiVo Inc. (TIVO) will let you order Domino’s pizza for delivery from your remote. Much more to come.
Those are all examples of where the real money is in any economy, any time of the year. You better believe it.
If folks stop going out to dinner, the movies, visiting friends, do staycations etc., etc. – marketers – read service providers, can reach consumers through the TV, their sales portal in the home.
And remember, the $629 was for a 42-inch LCD unit. If you could do with less, there are plenty of smaller models for even lower prices. Heck, Verizon Communications Inc. (VZ) was giving them away (27-inch HDTVs) to new FiOS customers a year ago.
I’m not saying the masses are all going to buy new TVs in the next month, year, etc., but once they do, the bombardment of ads for add-on services, features, programming deals, movie access packages and media sharing items start to make sense.
So does the deluge of direct mail pieces in your mailbox, which probably still is heavier than the holiday card intake of even the most popular folks.
And then your kids, nieces and nephews, visitors, etc will start telling you all the things you can, and/or should do, with the big screen in your living room. Gaming, moving around and viewing pix, video-on-demand?????
Things can snowball, pardon the pun, from there.
And there are plenty of service providers working on reaching out to you through the TV, and in more and better ways, with more and better features and products.
Opportunity doesn’t really need to knock. It’s there once you turn on the set.
Is there a better way to reach the consumer when they’re largely cringing at the non-stop reports of bad economic news? And in the grand scheme of consumer behavior, is there anything higher on the list than TVs and other consumer electronics?
The $629 42-inch 1080 DPI LCD HDTV sure makes you wonder. And remember again, prices will continue to fall.
Welcome to T-commerce.