Panasonic 2008 Annual Report Download - page 13

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Neo PDPs utilize technology for achieving higher luminous efficiency to dramati-
cally enhance the performance of PDPs. Besides reducing power consumption,
Neo PDP technology will enable the creation of ultra-thin, ultra-large PDPs that
boast still higher image resolution. We will install Neo PDP technology at our
fifth domestic plant scheduled to commence operations in May 2009 to signifi-
cantly increase the performance of plasma TVs. At the same time, we will
establish a robust supply framework which will support our drive to lead the
flat-panel TV market.
In LCD TVs, we plan to reinforce our product range in the high-volume zone
to meet expanding demand. We attach much importance to ensuring stable
procurement of LCD panels and creating a vertically integrated business model.
As part of our efforts here, we formed a comprehensive business alliance agree-
ment related to the LCD panel business with Hitachi, Ltd. and Canon Inc. in
December 2007. IPS Alpha Technology, Ltd., which became a Matsushita sub-
sidiary based on this alliance, plans to construct a new LCD panel plant in
Himeji, Hyogo Prefecture, Japan. Construction of this new plant costing a total
of approximately ¥300 billion will begin in August 2008. Operations at the plant
are scheduled to commence in January 2010. When it is operating at full capac-
ity, this plant is expected to produce 15 million panels per year on a 32-inch
panel basis.
Basic Strategy
PDPs
฀ •฀Drive฀the฀large-screen฀market฀with฀PDPs฀
฀ •฀฀Stimulate฀demand฀with฀larger,฀higher฀picture฀quality,฀thinner,฀more฀energy฀
efficient฀and฀฀lower-cost฀screens
Organic EL
฀ •฀฀Accelerate฀R&D฀in฀organic฀EL,฀a฀leading฀next-generation฀flat-panel฀TV฀candidate
LCDs
฀ •฀฀Reinforce฀the฀product฀range฀in฀the฀high-volume฀zone฀with฀LCDs
฀ •฀฀Build฀a฀framework฀for฀stable฀panel฀procurement฀over฀the฀medium฀and฀long฀terms,฀
strengthen฀cost฀competitiveness฀through฀vertical฀integration,฀and฀lay฀the฀founda-
tion฀for฀OLED฀TVs฀in฀the฀future฀(invest฀in฀second฀IPS฀Alpha฀Technology฀plant)
Flat-Panel TV Strategy
Total Unit Sales of Flat-Panel TVs
Fiscal 2008
(Actual)
4.25 million
7.5 million
3.25฀million
Fiscal 2009
(Forecast)
6฀million฀units
PDPs
11 million units
5฀million฀units
LCDs
Matsushita Electric Industrial Co., Ltd. 2008 11