View
0
Download
0
Category
Preview:
Citation preview
BUSINESS & FINANACE
How to Make Moneyin a Politi cized Market
The Case of HDTV
Jeffrey A. HartBRIE
June 1,1989
BUSINESS & FINANCE
Assumptions
there will be a globat HDTV market
- if US stays with IDTV or EDTV, thenHDTV will develop first in Japan and Ec
r there will be difficulties withdelivery and technology for HDTV
,-1 - delivery will be pushed by fear of tossof audience
- vcFls wilt push cable and cable will pushOver the Air to go to HDTV
technology wiil be pushed by belief inspinoffs for other businesses
in the US, there may be furtherdifficulties with delays in setting anHDTV standard, consumer resistance, andunwise protectionist policies
Source: Jeffrey Hart, BRIE
BUSINESS & FINANCE
Key Factors for Strategy
- Mass vs. Niche Markets
- lnvestment Barriers to Entry
- Regulatory Barriers to Entry
- Economies of Scale -- Staticvs. Dynamic
- ls lntellectual Property ProtectionPossible?
- Will Foreign Competitors Engagein Unfair Trading Practices?
Source: Jetfrey Hart, BRIE
BUSINESS & FINANCE
High Payoff Technologies
Video Compression
lmprovements on SMT
Successors to SMT
Non-CRT Displays -'especially projection
Gallium arsenide for DBS
Video broadband switches
I nterstandard Conversion
lnteractive Video Services
Source: Jeffrey Hart, BHIE
BUSINESS & FINANCE
Niche MarketsThe Next Five Years
- Home Theaters
- Business Video
- Desktop and Workstation Video
- CAD/CAM
- Medical lmaging
F Video-Based CPE
- lnteractive NTSC
- CD-l and DVI
- Open Architecture HDTV
Source: Jeffrey Hart, BRIE
BUSTNESS & FINANCE
JAPANESE ADVANTAGES
. COMMITTED
. ORGANIZED
. LOW COST OF CAPITAL
. MANUFACTURING BASE
O NATIONAL PROGHAM
I CAPTIVE MABKET
. FUNDING CAPACITY
T INTERNATIONAL HECOGNITION
BUSINESS & FTNANCE
HDTV RECEIVER SALES COSTLEARNING CUBVE
2t00
cosr($)
2{00
6oooo goooo 120000 150000 tE000010000
CUIUULATIVE K UNITS PRODUCED
tHo$loH coxluutl ELlclloHlct. ltlctfi 0tAtaAT o llt, 0l0lA xA
BUSINESS & FINANCE
. . tCA'Ol
txfta.:ttHIT
. torv.
' 'i j; i"t'lAt?
Prx^rorilc.ouAlltLlTlulltxl
lllrlfMutorr?olHlal
MOXTOOM?rv wllp0010 rYlt
'IMtUNOl{ltlc}ll
lAxvo.fllfi[ti!e
''VGoTLtit
o%vlHtA.tH,r co.FHrLrP
U . S. I'IARKET POSITIONS
1 OVo
SHABE
16% 209b
1988 BRAND MAHKET SHAHE OF COLOR TV ,,rr0^*
--a-.,, -. "'-'
Recommended