Pioneer 2008 Annual Report Download - page 12

Download and view the complete annual report

Please find page 12 of the 2008 Pioneer annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 72

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72

PIONEER CORPORATION
10
NORTH AMERICA
Car Electronics Markets in
The AVIC-F90BT flash
memory in-dash car
navigation system
The Dome Tour was well received in the 18 U.S. cities
where it was held in fiscal 2008.
’06 ’07 ’09’08 ’10
0
4,000
8,000
12,000
(Thousands of Units)
Demand in the North American Car Navigation Systems Markets
North America is the Car Electronics business’ second
largest market after Japan. To compensate for
contraction in North American consumer markets for
car audio products, Pioneer plans to focus on product
categories with growth potential such as car navigation
systems and car AV products to generate earnings.
Expanding the Markets for In-dash Car
Navigation Systems
The North American car navigation systems
market continues to grow rapidly, with market-
wide sales surpassing the 10 million-unit mark in
2007. In particular, demand for low-end portable
navigation devices with limited functionality is
increasing sharply. However, we are focusing on
in-dash car navigation systems with built-in AV
functions because we believe we can propose
value not offered by portable navigation devices.
For example, our in-dash car navigation systems
provide a perfect fi t with automobile dashboards,
as well as multi-functionality in terms of traffi c
information reception, interoperability with
peripheral devices and much more, and in the
process of delivering this added value, we plan to
increase our market share. In fi scal 2008, the
AVIC-D3 model DVD car navigation system,
launched at mass-market prices, earned a strong
customer response. In June 2008, we brought to
market a new model using fl ash memory as
storage media for digital map data. With this new
model, we will strive to further expand our
customer base for in-dash car navigation systems
as we aim to become a leading car navigation
systems company in the North American market.
Value-added Propositions for Car AV
Products
In the car AV market, we will bolster our lineup of
value-added car AV products, such as DVD-
compatible models, and models compatible with
portable digital audio players and USB memory.
Separately, by offering diverse value propositions
tailored to the lifestyles of North American
consumers, such as Bluetooth®* functionality and
digital satellite and terrestrial digital radio
reception, we aim to maintain our top market
share and sustain profi tability.
Communicating with the Markets
Since 2007, we have been holding a series of our
own product exhibitions called the Dome Tour in
major U.S. cities, with the aim of enhancing the
image of our brands. We have also launched a
retailers-only website not only to provide product
and installment information, but also as a contact
point for inquiries to Pioneer and as a forum for
retailers to exchange information. In this manner,
we are effectively supporting our U.S. sales
structure, which spans all of this vast country.
Data: JEITA
■ Fixed Navigation
Systems
■ Portable Navigation
Devices
(Calendar year)
* Bluetooth is a registered trademark of Bluetooth SIG, Inc.