A day before CE and IT distributor Electrograph kicked off Display Technology Experience Expo at New York’s Madison Square Garden, the company announced the launch of its new exclusive flat panel display brand, RevolutionHD.
Electrograph President Sam Taylor noted that in a market is already crowded with flat panel brands, installers’ margins have been getting squeezed by the need to compete with mass marketers such as Costco. “Installers have been looking for a brand they can call their own, with good features and good margins,” explained Taylor. The new RevolutionHD products are positioned exclusively to installers and integrators, and are characterized by their affordability, reasonable reseller margin and full suite of features.
The new displays, due to launch in December, will include LCDs in sizes 32-, 37-, 42- and 46-inches and plasmas in sizes 42- and 50-inches. All models include DVI and HDMI, as well as RS-232. Built into each display is an ISF calibration mode which includes test patterns. Custom wood finish bezels will also be available, which Taylor said would be more affordable than similar products from other manufacturers. The TVs are all currently 720p or 768p resolution, though 1080p products will be available in 2007. Electrograph has formed a relationship with a Korean manufacturer that is producing the panels.
Prices were not announced for the products, but Taylor said Electrograph intends to price the products such that the reseller can get a 25 percent margin. He also noted that distribution will be carefully controlled; Taylor specifically mentioned that Electrograph would keep the products away from online auction sites.
Electrograph promote the brand through marketing materials and a national advertising campaign and will also offer a swap-out service for any TVs that require off-site repair.
The current Electrograph-branded displays will still be available for short time, but are being phased out and replaced by the RevolutionHD line.