Panasonic 2010 Annual Report Download - page 19

Flat-panel TVs
Flat-panel TVs is a core business for the Network AV Business.
If we can refine our products here, we believe we can
strengthen the earnings power of this business and win
through against the global competition.
The center of our plasma TV product strategy is 3D. By
making the most of the superior picture quality of plasma TVs, we
will promote 3D as being synonymous with Panasonic. We have
set the goal of having 3D models account for 70% (unit base) of
our plasma TVs sold in fiscal 2013. We aim to make our products
more attractive by dramatically increasing their energy-saving
performance, while at the same time enhancing picture quality
with new panel technologies.
In LCD TVs, in fiscal 2011 we will launch LED backlight
models using outstanding IPS Alpha panels.*1 We hope that
their industry-leading, power-saving performance will translate
into higher sales for us. Developing organic EL displays, a
next-generation technology, is another focus of our flat-panel
TV operations.
Our strategy in flat-panel TVs goes beyond simply selling
more units and increasing sales, though. We aim to achieve a
phase change that drives profit in this business.
Cost is a key area in this context. We pursue cost reduc-
tions through measures that include shifting finished product
and module assembly to Asia, halving the number of parts (in
LCD 32HD models), and utilizing OEM*2 and ODM.*3 From
fiscal 2012 onward, we will curb new investment as we seek
Network AV Business
to thoroughly reap the benefits of the large investments we
have made to date.
And at the same time as introducing 3D and LED-backlight
LCD models, we will develop products for high-volume seg-
ments, especially in emerging countries. In fact, we have set a
goal of selling more than 11 million units in emerging countries
in fiscal 2013.
*1 IPS stands for In-Plane-Switching mode system and is a type of TFT LCD display
technology. It produces stunningly high-quality pictures even when a TV is viewed
from an angle.
*2 Original Equipment Manufacture: The manufacture of products under the brand names
of customers.
*3 Original Design Manufacture: The design, development and manufacture of products
under the brand names of customers.
Digital Cameras
In digital cameras, we aim to expand sales of LUMIX brand
models to at least 20 million units per year to become one of
the top three in the industry.
In digital interchangeable lens system cameras, we
strengthen product competitiveness for raising our market
share to more than 10% by offering the world’s smallest and
lightest cameras, drawing on the advantages of mirror-less
structures.
In the compact camera category, greater collaboration with
SANYO should enable us to expand our lineup, particularly in
the high-volume segments, as we seek to capture new
demand especially in emerging countries.
Others
Blu-ray Discs Recorders
& Players
Digital Cameras
Flat-panel TVs
2,150
1,600*
* Figures for FY2010 include annual sales figures for SANYO.
2013
2010
Sales Target
(Billion yen)
Average Annual
Growth Rate
Approx. 10%
Strengthen Product Competitiveness of Flat-Panel TVs
•฀PDP฀TVs:฀Make฀“3D฀=฀Panasonic”
Significantly improve energy-savings performance
FY2013 3D TV ratio 70% (unit base)
•฀LCD฀TVs:฀Expand฀LED฀backlight฀TVs
FY2013 LED TV ratio 60% (unit base)
•฀฀Become฀a฀Top฀3฀in฀the฀industry฀with฀LUMIX฀sales฀of฀20฀million฀
units
•฀฀Digital฀interchangeable฀lens฀system฀camera฀business
Make a key business with more than 10% market share
•฀Compact฀camera฀business
Capture new demand mainly in emerging countries
Expand Sales of Digital Cameras
Our target in this business is to grow sales by an annual average of 10% to generate sales of ¥2.15 trillion in
fiscal 2013. We aim to achieve a phase change that shifts this business into one that drives profit.
Fiscal
( Year )
17
Panasonic Corporation 2010
Special Feature