Toshiba 2004 Annual Report Download - page 26

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24
Mobile Broadcast Satellite
Toshiba took delivery of a mobile broad-
cast satellite on April 27, 2004.
Others
Mobile Broadcasting
Mobile Broadcasting Corporation (MBCO) is developing and
promoting an exciting new concept: multichannel digital
broadcasts via satellite that can be enjoyed on the move in a
vehicle or outdoors. The service will offer audio channels of
different genres of music, video channels featuring music,
news and sports, and data services. Satellite broadcasting
service enables customers to enjoy the service throughout
Japan with high-quality sound and images. The company
was established in May 1998, with Toshiba taking the initia-
tive as the majority shareholder, and has attracted investments
from some 80 companies by the end of March 2004. MBCO
successfully launched its own broadcast satellite on March
13, 2004, and deployed its most important component, a
12-meter antenna, on March 29.
Dishwasher
The new tabletop dishwasher/dryer DWS-60X6 features better washing
power and water conservation. The unique new washing system
“High Temperature
Steam Power” removes
even dried, sticky rice
grains, while the pro-
prietary DSI (digital
signal inverter) con-
trols the water supply. IH Electric Cooktop
The new induction heating (IH) electric cooktop features a heating
coil 20cm in diameter, the largest in the industry and bigger than
the 18cm in previous products. The use of a double coil widens the
heating area and reduces unevenness when using large pots or fry-
ing pans. This new product will help Toshiba increase its share of
the growing IH cooking heater market.
zation designed to strengthen production, sales and over-
seas operations in the home appliances business. Toshiba
Consumer Marketing undertakes domestic sales and man-
agement and oversees the consolidated global business. In
addition to this, the company coordinates the operations of
a series of key related companies operating in the home ap-
pliances segment: Toshiba HA Products Co., Ltd.; Toshiba
Lighting & Technology Corporation, which handles the light-
ing-equipment business; Toshiba Carrier Corporation, active
in air-conditioning; primary battery manufacturer Toshiba Bat-
tery Co., Ltd.; and Toshiba Service & Engineering Co., Ltd.,
which is responsible for after-sales service.
Full-Scale Penetration of the Chinese Market
China is clearly an important emerging market, and rising
consumer demand promises considerable potential for growth.
As in other businesses, Toshiba Consumer Marketing is as-
suring that it will have a strong presence in the Chinese
consumer products market. The value of this approach has
been demonstrated by the rise in sales that followed the
establishment of two manufacturing subsidiaries, Toshiba
Washing Machine (Wuxi) Co., Ltd. and Toshiba Refrigerator
(Xi’an) Co., Ltd., and a sales subsidiary, Toshiba Products &
Services (Shanghai) Co., Ltd. Other recent moves include
the establishment of Toshiba Consumer & Lighting Products
Trading (Shanghai) Co., Ltd., which imports and markets a
wide range of Toshiba consumer products, and the launch of
Toshiba Lighting & Display Systems (Shanghai) Co., Ltd.,
which designs, manufactures and sells large display systems
such as the DLPTM Rear Projection Unit. Toshiba Consumer
Marketing will continue to expand its presence in China as
the market develops.
Strengthening Global Production
A series of initiatives is strengthening our manufacturing
operations and our ability to meet demand on a global basis.
Harison Toshiba Lighting Corporation responded to burgeoning
overseas demand for cold cathode fluorescent lamps by es-
tablishing Harison Toshiba Lighting (Taiwan) Co., Ltd., and
also expanded production capacity at its head office factory
in Imabari, Japan. Automobile light source businesses were
bolstered by the establishment of Toshiba Consumer & Lighting
Products Trading (Shanghai) Co., Ltd. and by the establish-
ment of Harison Toshiba Lighting (Kunshan) Co., Ltd., a new
facility that has improved and expanded manufacturing and
sales in China. Toshiba Home Technology Corporation established
Hangzhou Toshiba Home Technology Electronics Co., Ltd.,
as part of a strategy to expand its share of the world market
for cooling fans for portable PCs from 25% to 40% in 2004.
Toshiba Home Technology has recently obtained a patent for
its microprocessor unit (MPU) cooling fan in Japan and the U.S.