Sharp 2007 Annual Report Download - page 17

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TV MARKET TRENDS
The demand for large-screen TVs is strong in North America. Although
the large-screen market has previously focused on rear-projection
and plasma TVs, advancements in LCD TV size and bolstered cost
competitiveness have led to expanded share of LCD TVs. High-
resolution LCD TVs in particular are gaining attention as the optimum
TVs to enjoy high-definition broadcasts, which are on a rapid rise in the
United States.
SHARP IN NORTH AMERICA TODAY
In October 2006, Sharp released 46-inch and 52-inch AQUOS sets into
the North American market with LCD panels manufactured at the
Kameyama No. 2 Plant. These models have received high acclaim on
account of their breathtaking full high-definition picture quality
coupled with cutting-edge design adopting a piano black finish.
Meanwhile, the upshot of the largest promotional campaign in Sharp’s
history in North America was a dramatic increase in AQUOS presence
here. The launch of the Premium Series at the start of 2007, which
realizes double-speed drive with full high-definition capability and a
high contrast ratio, culminated in share expansion in the North
American market.
On a production front, we started a second plant in Mexico in July
2007, reinforcing the integrated production*1for LCD TVs, from LCD
module*2to finished set.
FUTURE ACTION
North America is viewed as one of the most important regions in
Sharp’s quest to boost global share, and a key ingredient in this regard
is strengthening brand appeal. To achieve this objective, we will bolster
the product attractiveness of our AQUOS line from all angles, including
picture quality, performance and design, while continuing to convey a
clear brand message to consumers.
As a means to increase AQUOS brand awareness over the years, Sharp
has initiated an array of activities ranging from exhibiting in display
windows in major cities to sponsorship of NASCAR, the pinnacle of
motor-sports in the United States. We also began supporting Major
League Baseball (MLB) in 2007 to appeal to a wider customer base
and to demonstrate that AQUOS is perfect for bringing the exhilaration
and speed of highly popular baseball to living rooms everywhere.
These and other actions will enhance the AQUOS brand in North
America.
*1 Sharp sends LCD panels made in Japan to sites overseas (Mexico, Poland, China and
Malaysia), then conducts integrated production from LCD module to finished set at each
local site. This highly efficient production system enables timely product delivery
worldwide and reduces logistics costs.
*2 LCD modules consist of LCD panels and the components to display images, such as LCD
drivers and backlights.
Sharp Annual Report 2007 15
Racing car with the AQUOS logo, demonstrating our
sponsorship of NASCAR
Brand logo on the screen of an MLB telecast
Huge monitor advertisement for AQUOS in Times
Square, New York
Advertisement with MLB as the theme