Sharp 2007 Annual Report Download - page 19

Download and view the complete annual report

Please find page 19 of the 2007 Sharp 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 68

  • 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

Sharp Annual Report 2007 17
TV MARKET TRENDS
Europe is a large market accounting for around 40% of the worldwide
demand for LCD TVs. With a high number of TV brands, competition is
fierce. Demand is expected to rise further in line with the proliferation of
digital broadcasting in each country.
SHARP IN EUROPE TODAY
Sharp expanded its lineup of LCD TVs in fiscal 2006 once the Kameyama
No. 2 Plant was up and running and it could release large-size LCD TVs to
shape market trends. Sharp’s AQUOS has been very well received in
Europe owing to its superior features such as outstanding performance of
the ASV LCD*1. Additionally, a vigorous brand campaign has resulted in
enhanced awareness of the AQUOS brand across the board.
In order to enhance production capacity, Sharp commenced operation at
a plant in Poland for the manufacture of LCD modules in January 2007.
This same plant began LCD TV assembly in July. We have now laid out a
production system that enables the swift delivery of cost-competitive
LCD TVs in Europe. In addition to buoyant demand in western European
countries like the U.K. and Germany, Sharp seeks to meet new demand
in eastern nations as well, including Russia and Poland.
In December 2006, Sharp’s 46-inch and 52-inch AQUOS XD1E models
were honored with the iF Product Design Award 2007 in Germany. This
award is one of the world’s leading design prizes recognizing industrial
products with superior design. Design is a key factor when purchasing a
TV here, and the cutting-edge style of our AQUOS LCD TVs has gained
huge support from the market.
FUTURE ACTION
Sharp’s objective in Europe is to secure a leadership position in the flat-
panel TV market. With the spread of digital broadcasting projected to
continue, we view full high-definition, double-speed drive capability, high
contrast ratio and large screen to be the four keys to success in the LCD
TV market. The goal is therefore to increase sales of AQUOS which
incorporates these technological features as well as impressive design.
To strengthen the AQUOS brand in Europe, Sharp will execute vigorous
promotional activities, making focused investment in advertising by
utilizing mainstream forms of media in each region.
Sharp will also strongly promote the eco-friendly nature of AQUOS in
Europe, where environmental awareness is high. The AQUOS series
with its more than 30 models garnered the EU Eco-label, the leading
environmental label in Europe. The award was given to Sharp because
of its achievements in reducing power consumption and its recycling-
oriented design. Sharp is the only manufacturer of EU Eco-label
certified TVs worldwide*2.
*1 High-grade LCD with the features of wide viewing angle and high contrast ratio
*2 As of November 2006
Billboard at the Stade de France multi-purpose
stadium
AQUOS XD1E models were honored with the iF
Product Design Award 2007
EU Eco-label
AQUOS wall, symbol of the Sharp booth at IFA