Advantage of new technology such as 4K TV is easy to see

Ultra-high definition monitors are the next step in PC, TV and mobile display, but consumers may avoid them because of their high costs and lack of content.

Ultra-high definition, whether it be 4K or 2K, gives the viewer a far better, crisper, and cleaner viewing experience. Patrick Fallon / Bloomberg News

A common theme that has arisen with the recent unveilings of televisions, PC monitors and mobile phones, is that of screen envy.

For TVs and PC monitors, terms such as ultra-high definition (UHD) or 4K, which can be used interchangeably, are all the rage at the moment. UHD units boast four times the resolution of current HD. In the mobile phone sphere, the anticipated future technology is 2K.

Each of these technologies has its own agenda for improving consumers’ viewing experience, but they will all have to deliver on more than just resolution to justify the hype.

International Data Corporation (IDC) reports that global TV sales have been on the decline recently, sending vendors into a frenzy as they strive to reverse the trend.

Last year the TV market was struggling and 3D technology was hailed as the way to rescue sales. But the 3D boom has come and gone without delivering the hoped-for success. Will it be any different now, with vendors turning to UHD or 4K models to help turn their fortunes around?

Like all new technologies, UHD has its shortcomings – the main issues being content and price. At the moment, the amount of available 4K content is scarce.

On the bright side, the majority of content providers are convinced that this is the future of the viewer experience and have promised to make it readily available in the future.

This, however, will take time to trickle down into the mainstream. Vendors are aware that higher resolution alone is not enough to turn around slumping sales, so they are also focusing their efforts on altering form factors through the introduction of curved displays. Samsung and LG already have curved UHD TVs in retail outlets.

So far, the impressive new 4K televisions that have been unveiled come with equally impressive price tags. Fortunately, at January's Consumer Electronics Show in Las Vegas, a number of vendors promised to release sub-US$1,000 UHD televisions in the near future.

PC monitors are suffering a fate even worse than televisions. According to IDC, PC monitor sales in Europe, the Middle East and Africa have been declining for several consecutive years, with the market offering little in the way of excitement. The few standout introductions in recent memory included touchscreens with the release of Windows 8 and the advent of 3D. Ultimately, both failed to make a dent in the market.

The number of PC monitors being shipped with touch screens or 3D are a mere fraction of standard monitor sales. PC monitors are geared more towards the commercial space rather than the consumer one. As such, 4K monitors are initially being targeted at content creators in the field of video and graphics production, as they can truly take advantage of the advanced picture quality.

PC monitors received some long-overdue marketing buzz around the announcement of Apple’s new Mac Pro. In addition to its small, black cylindrical shape and long list of cutting-edge components, it is also capable of running three simultaneous 4K displays.

But while this has helped create some excitement in the monitor segment, it will not be enough to turn around the declining sales trend.

Mobile phones are undoubtedly the market's standout technology, with IDC predicting that 1 billion smartphones will be shipped worldwide this year. Over the past few years, each new phone released has only been marginally better than competing models or those it is intended to replace. The iPhone 5s and Samsung Galaxy S4 are clear examples of this – they look nearly identical to the flagship models they replaced, with a few new tweaks touted in the industry press.

IDC believes screen resolution will not be the key focus this year, as vendors will instead emphasise processor speeds, operational enhancements, and features. Detractors of the 2K resolution movement claim that this technology will not only increase prices, but will also be a drain on battery life, something already considered a weakness of smartphones, while not adding much real value.

Vendors point out that, unlike 4K TVs, these devices are viewed at a much closer distance, and the high resolution levels are more likely to be appreciated. At the same time, they do not intend to rely solely on resolution to market new models, but will highlight it as an additional benefit of upgrading.

Ultra-high definition, whether it be 4K or 2K, promises the consumer a far better, crisper, and cleaner viewing experience. IDC believes that, while in its infancy, this technology is positioned to usher in a new content resolution standard. Consumers will still have to wait for some time to gain the benefits of UHD, but when it arrives, it will make for one great sight.

Saad Elkhadem, Research Analyst, IDC Middle East Turkey and Africa

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