Q&A: Mark Viken, Sharp VP of Marketing

Back before the flat-panel TV market exploded, Sharp Electronics was at the forefront. Increased competition and the rapid commoditization of the flat-panel TV market, however, hurt Sharp’s standing.

But Sharp has fought back, and custom installers have noticed. Sharp has developed a growing list of proprietary technologies to improve the performance of its products, and it has made a concerted effort to market large screen sizes.

Sharp also partnered with Pioneer to revive the Elite line of products. This partnership has provided the custom electronics community with a limited distribution line of THX-certified, 3D-enabled products that allow CE pros to meet the desires of consumers who want high-performance TVs.

CE Pro recently revealed its annual Top 100 Brand Analysis study that asks the nation’s highest-grossing installation firms what brands they use most. After a lengthy absence,Sharp reappeared in the flat-panel TV category, placing third with 41 dealers reporting they use Sharp products.

CE Pro asked Sharp's VP of marketing, Mark Viken, to explain how Sharp revitalized its standing in the market.

How would assess the state of the flat-panel TV market, and where do you see it heading?
It’s a little challenging from a unit stand point. We are seeing growth in the large-screen segment. This is a larger percentage of the industry and it’s becoming 15 percent to 16 percent of the industry. That number will also accelerate as the years go forward.

We are also seeing the beginnings of the higher resolution market. From a resolution standpoint, there are more opportunities, and many companies are talking about OLED. Sharp is talking about other technologies as well to improve resolutions, energy consumption, but big screen is Sharp’s focus right now. The big-screen category offers immersiveness and we’ve launched 60-inch and 70-inch screens.

Where does Sharp fit into the market and how is it differentiating itself?
Our focus is 60 inch and above, we do have other screen sizes, but we don’t spend a lot of time getting excited about them. They are there for retailers that need those sizes. Our efforts go to promoting big screens. We know consumers are more interested in a larger screen experience rather than the details the industry sometimes gets caught up in.

There is room for growth depending on what the customer is looking for however. We think size and we are not forgetting picture quality.

Sharp's acquisition of the Elite properties looks to be doing well. Do you think the general public is finally ready to accept a line of products that are specifically designed for high performance and if so, how are Elite dealers showcasing these products to demonstrate their capabilities?
The Elite line has gotten favorable reviews from the experts in the industry, calling it the best televisions ever made. Our sales through the custom market are initiated through a dedicated team of sales, as well as a network of reps to help support installers. The Elite line has been a great success.

Consumers are accepting the line, it’s at the top of the pyramid, it’s not mass market sales, it’s significant, and as your survey indicates, it’s a nice part of the install business. If you look at the demonstrations in the market, the content, environment, the retailers are treating the products in a special way.

After falling out of the CE Pro 100 Brand Analysis, Sharp has reappeared in the top bracket of manufacturers. Could this surge in specialty/custom dealer popularity be attributed to the Elite line of products?
The Elite line, while it is not specially marketed as a Sharp product, has its own separate distribution, website, it looks and feels a part of one. It’s not too often that two companies [Sharp and Pioneer] are working together. I do think that because the press calls it the Sharp Elite line, it gives Sharp a halo effect. The overall brand building of Sharp and a line up of 60-, 70- and 80-inch products are driving customers to respond to the experience of a Sharp big screen.

What did Sharp learn about the Elite brand/properties from Pioneer's experience that it is applying to the line to make it successful in the market? Is the protection of the line the key to allow only specialty/custom dealers to represent the line of products?
We have been selective with the distribution and encouraging our partners to demonstrate the products effectively. I can’t really say what Pioneer did in the past with their Elite televisions, but I know that in bringing the Elite brand back and given our media acceptance with it that we are producing one of the best lines of televisions ever produced. It’s helpful for our business and the Elite brand in general.

Is 3D still an important technology in the market? How is THX's 3D certification helping Sharp's Elite line?
All of the feedback we get is that THX is an important thing that people look for. We work with them to make sure our products meet and exceed those standards. We’ve heard feedback that with our four-color panels our 3D experience is the best they’ve seen.

3D is important, but the number one priority is 2D picture quality and size. The person who is purchasing Elite knows exactly what they want through reviews or through their custom installers. Custom installers are important because consumers trust their installer to pick out the best television for their room and needs.

At the moment, 3D is a feature that people would like to have but it’s not the main purchase driver. That won’t change dramatically until there’s enough powerful content to drive that, but it’s not what consumers are looking for right now.

A growing number of studies indicate that connected, streaming technologies included in TVs will grow? What is the key to making these technologies useful to consumers?
I think it’s already successful. At the moment, people aren’t looking for hundreds of apps, they are looking for ones that are popular. We have built-in Wi-Fi, and we spend a lot of time developing simple, easy-to-use interfaces for the customer so they can quickly get to the app. From what we are seeing with our sales, it is important to make smart TVs simple, easy and intuitive, that’s the key.

We are launching an app to allow you to use Apple or Android devices to stream to your TV. Getting that content to your TV is something the industry needs to a better job explaining.