Hannspree's Internationalisation

A casual chat developed into an interesting discussion about the internationalisation of Hannspree, which is the company Leo my friend from Taiwan works for as Marketing Specialist.

If you check you their website the page "HOME" automatically reloades with different product images. They call it 360-degree design, and their product are indeed designed all way roud, whereas most other TVs and other screens only look good from the front. Since it is a flash site it isn't the easiest thing to pulish photos of their products here, so you'll really have to take a look for yourself...but I'll go great lengths to please you, so follow the thumnails:




The big questions were:

• What is the market potential for these product?
• What needs are they really serving?
  
• How would consumers in Japan, Europe and the US each see these TVs?

The discussion isn't over yet, but it has been a good one so far. I'll ask Leo first, but if he agrees I'll post an edited version of our MSN Messenger dialogue as a comment to this post!

I can only see these TVs in childrens' rooms and with young teenageers, perhaps with the exception of the "CelloTV". Otherwise I don't believe that Europeans and Americans would equip their home with such TVs if not for their kids. Why do I say this? Is it not good for the kids. Sure, but the story goes on: It is not for kids!

Hannspree see/market themselves as (See Hannspree):

• A Design-Centric Lifestyle Brand
• 360-Degrees of Difference
• Emotional Connection
• Find Yourself in Handspree

...but just because they say so that doesn't make it so!

Prices roar at around 1000 USD for a 15" screen, which is massive, since a basic screen can be bought for 1/3 that price. Leo told me that they target an affluent market of Yuppies ("They're to old now Leo!") and such... in Europe and The US in the near future.

Would you pay that for such a TV, whoever you are? I told Leo "No". There is something there that doesn't fit, doesn't make sense.

I believe that there is a market for such products, but Hanspree is likely to be targetting the wrong segment, as I see it. If they squeeze prices and market to a younger audience, then they'll stand a chance. I do belive that they will be able to charge a premium over competitors, who have just ordinary screens, but with the prices they have now, I have difficulty seing how these products will find a steady foothold in the market for consumer electronics.

In Hanspree's defence I should say that I've only see about half a dusin of their products, and with a better overview of their portfolio, I might change my mind, but as I see it now, I believe that an alteration of their market strategy is recommendable.

But please challenge my view. I encourage you to do so! Post a comment!