Betting that medical displays are moving inexorably towards becoming commodity products, Planar Systems announced several moves today aimed at accelerating and responding to that trend, including sharp price cuts for its Dome line of displays, and an expanded focus on the company’s reseller partners.
"We want to make it easier for end-users to buy Dome," said Steve Flieder, general manager and vice president of Planar’s medical business unit.
In an effort to gain market share and also increase the overall market for displays, the Beaverton, OR-based firm has cut its list prices. Planar’s Dome C2 dual display has dropped in price from $14,995 to $9,995, while the Dome C3 dual monitor has been trimmed from $27,995 to $14,995. The Dome C5i dual monitor will now have a list price of $23,995, down from $33,995. The Dome Q2 dual monitor will sell for $5,500.
Reductions in the Dome line were made possible by cost savings realized from a shift in manufacturing to Asian operations, Flieder said. In addition, by allowing additional opportunities for customers to purchase Dome displays from IT distribution partners such as CDW, Dell, Richardson Electronics, Titan National Security Solutions, and more, customers gain choice as well as more transparency into the actual cost of hardware, Flieder said.
"(Customers) get much more price leverage," he said.
Planar also plans to sign on additional reseller partners, and expects that sales from IT partners will make up 75% of its business a year from now, up from 25% today.
"We’re seeing a big shift (in the market) towards IT folks making the (purchasing) decisions," he said.
While Planar will be expanding its focus on reseller partners, it will maintain its OEM efforts and support, he said.
The company will also be expanding its sales team, and is planning a series of initiatives designed to increase the attraction and awareness of its technology for end-users, including direct-marketing activities.
Of course, in a commodity market, companies must differentiate themselves in new ways. Planar will highlight its CXtra calibration and DICOM conformance software, Flieder told AuntMinnie.com.
"The big difference (between us and) what the competition has is that we have the same software that spans our desktop (products) to the Dome product line," Flieder said. "It’s not a different user interface, not even different software, just different functionality to it."
The company will also be aggressive in its warranty offerings, he said.
In other news, Planar has renamed its Adara Qx line of referral-quality flat-panel displays as Dome Qx. The name change was made to take more advantage of the Dome brand name, Flieder said. Planar bought Dome in April 2002.
By AuntMinnie.com staff writersFebruary 3, 2004
Related Reading
Road to RSNA, Planar Systems, November 12, 2003
Planar debuts Adara line, November 4, 2003
Planar names Flieder as VP, June 3, 2003
Planar debuts C5i five-megapixel display, December 1, 2002
Planar debuts Dome C2 monitor, October 7, 2002
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