slow conquest in Latin America

altOn the issue of projection screens for residential use experts agree that for the consumer the design and size precedence over quality and type of technology. In Latin America the product cost is a factor.

by: Maria Cecilia Hernandez

The audiovisual market in Latin America is a strong challenge to overcome an obstacle that will have to overcome in the direct path to globalization. This struggle belongs to the industry projection screens for residential use and has to do with its slow foray into Latin commercial dynamics in contrast to the popularity and has won great acceptance this product in North American and European territories.

experts say that this type of equipment for home use has not been positioned with the same momentum across the globe, and consider that in Latin America trade liberalization has been slower than what is needed for this industry is significant in terms economic for entrepreneurs.

As explained Eric Garcia, representative for Latin America of the American company Elite Screens, the economic crisis that is showing a little less than two years ago has hit Latin markets, and the audiovisual sector is no exception . However, the expert says nothing affects this business that the foreign policy of each country where import and export processes are very wasteful and, above all, costs are significantly higher.

"You have to have the product base value, and this must be added what it costs them to entrepreneurs import the products, plus customs duties, among other items. So when selling a computer, a projection screen in this case, prices soar and becomes difficult to acquire an article for the end user, "says Garcia.

Cost is different from value
This view is shared by Joaquin Rivera, Director of Sales for North Stewart Filmscreen Corp., who says that this business America "is in its infancy with regard to Latin America, but not by consumer responsibility, as these always demand the same anywhere in the world: quality, design and user experience. It is not the same value as it cost. "

The employer adds that recognizes the power purchasing power there is in this region of the planet but assures that, as currently presents the level of sales, is not representative for the business audience. "Our company has been present in the Latin American market since 1940 and I can say with certainty that only very recently Latino customers have begun to pay attention to technology projection screens for residential use, we hope that soon this industry has increased foray into that part of the American continent. "

Latin America, as Joaquin Rivera says, has always been conservative on the issue of prices, but we know that they are willing to spend money when they are safe and no guarantee it will be a good investment. "

In contrast to this view, Garcia said that in the countries of central and southern Africa the price of an article itself is a determining factor as wage levels are far from the levels of American wages, and in that sense the procurement capacity decreases considerably.

"Prices should be at par with the US because once the product leaves the country prices soar because of tariffs. So for items such as residential projection screens fully enter the Latin market what should happen is a complete transformation from the state and the government should lower taxes and legal obstacles. Basically treaties marketing should be modified so that it is easy for companies to acquire any equipment abroad, import without being affected in its economy and, therefore, they can sell it at a reasonable price for the final consumers adopt technologies for the price you can afford, "says Eric Garcia.


Entertainment: goal
A projection screen has several uses in the residential environment, entertain is the main objective.

According to Eric Garcia, 95% of families buy a projection screen for use as home theater (home theater), the remaining 5% give other uses.

For his part, Rivera believes that "in the residential sector there are many ways that you can use a projection screen, it has the ability to adapt to almost any environment. As home theater, multipurpose rooms, family rooms, game room, children's rooms, patio and field or poolside. "

Finally, whatever their spatial location, a projection screen will be installed in a home, in the majority of cases, to amuse.

However, the entertainment would not be complete without taking into account technical, physical and space, which allows projection screens offer the best quality image reproduction details. So the recommendation of experts in the field is to seek counseling for both the purchase and installation of equipment at home.

Variety is the pleasure
There are different formats and screens made of different materials, each providing different services.

The basic difference between a projection screen for residential use and another for school, business or commercial use, is the format of it. "For example, corporations use the format 4: 3 which is a standard rectangular format. While the residential sector uses the format 16: 9, which is also rectangular but more elongated. Many of the films that have been dating and are expected in the latter mentioned format, which is also called Wide Screen "explains entrepreneur Elite Screens.

Not be for residential use screens are basic or simple, these are computers that have multiple features, qualities and resources. Some displays are electrical and motorized, ie that use infrared technology remotes; They have the ability to be connected via a RJ45 port, which can be used to synchronize the projector to the projection screen. This technology also allows automation systems make use of it so that the touch of a button can trigger a whole security mechanism.

Choosing the type of fabric
Other elements that are considered by the end user may become decisive in the projection.

The fabrics are varied, from wearing velvet finish that increases the perception of contrast, even those made based on silver in combination with multiple layers for vivid color reproduction.

In the case of fabrics that are used specifically for home theater standard is called White matte, although there are also gray materials, but this depends on usage and light conditions of space where it will do the screening.

Some screens have rigid frames that eliminate distortions in the image and others allow themselves to be rolled, picked or 'saved' to save space.

Consumer needs
Sales director for North America of Stewart Filmscreen agree that knowing the type of technology and scope of each screen is essential, but sometimes the residential segment buyers base their investment in design and size of the screen.

Eric Garcia complements this assessment detailing a profile of the final consumer: "This is a person who needs entertainment and want to go beyond conventional means, is willing to invest to have a theater at home and surely are people who have a penchant for film and media ".

Despite the slowness with which this product has penetrated Latin markets, and a measured increase in sales is evident: "In a span of five years have seen significant growth and we expect this trend to continue as well. With regard to our brand have had an increase in sales by 70% in the last five years, this is an estimate, "says the representative of Elite Screens.

Companies are optimistic about the progress that has taken the market projection screens for the residential sector and are confident that with the stabilization of the global economy can penetrate with greater force in the Latin American territory.
Quoting products and technical services for Latin America

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