New Sony Projector Said to Support ‘Evolving’ 4K Standards

DENVER -- Two years after launching the first 4K projector through the custom channel, Sony returned to CEDIA Expo with two new front projectors, including a refresh of the original VPL-VW1000ES that’s been redubbed the VPL-VW1100ES. The $27,999 VPL-VW1100ES has been revamped to support “evolving 4K Ultra HD standards” and “ensure compatibility with 4K/60p content from future broadcast or home video sources,” said Mike Lucas, Sony senior vice president-home entertainment and sound. For another $1,000 consumers can get a bundle including an FMP-X1 4K Ultra HD media player, an Xperia Z tablet that serves as controller and a replacement lamp.

A more affordable 4K projector also launched as a step-up product from HD, the company said. The VPL-VW600ES is a compact design billed as “flexible” for placement in more locations. The $14,999 projector is due in November and can also be upgraded with the $1,000 bundle to add the media player, tablet controller and extra lamp.

Existing VPL-VW1000ES projectors can be upgraded to HDMI 2.0 connectivity through a package that integrators will be able to sell to customers through a package valued at $3,500, Lucas said. The upgrade process will include swapping out circuit boards that will allow the first-gen projector to work with the Sony X1 media player and the Video Unlimited 4K streaming service, he said. The VPL-VW1000ES will phase out as the 1100 model is phased in, he said. Sony also announced a $3,999 projector, the 3D HD model VPL-HW55ES that will ship next month.

Mike Fasulo, Sony executive vice president, cited the company’s success in the custom channel where sales are up this year 25 percent over 2012, which he said “far exceeds” the industry average. As part of its commitment to the custom channel, the company is reinstating its CIS program under the Diamond designation to “offer more advantages to the channel."

Sony held a dealer council three weeks ago with 12-15 key custom dealers to get feedback about the way the company was handling business in the channel, Michael Woulfe, vice president-consumer sales, told us. Dealers asked for better communication and programs targeted to integrators’ needs, and the company responded with “deducted from invoice” pricing instead of instant rebate, said Woulfe. The latter is geared more to retail and doesn’t translate to the custom space where installations happen “at all different times” and not necessarily within the window of a promotion, he said. Under the new option, when integrators buy a Sony product it’s deducted from invoice at the time of the promotion with price protection in case the promotion changes prior to installation. Roughly 90 dealers have been offered the option, he said.

In addition, Sony is recognizing stronger dealers “with a little stronger margin,” Woulfe said. For dealers who make a broad commitment across categories, margins are a little bit stronger, he said. Margins are competitive, he said, with receiver margins of as much as 50-60 percent depending on the type of dealer. Diamond dealers who meet sales obligations will receive a plaque they can hang to show they have been recognized by Sony.

While other video companies have scaled back support of the custom channel, Sony is looking to go after “flagship, premium product,” which fits the integrator product profile, Woulfe said. High-end projectors require a “consultive sale” where customers are coming in for a solution, and “integrators are here to provide that solution,” he said.