Toshiba Aims at 10% Share of Global LCD TV Market in 2010

Sep 19, 2008
Masao Oonishi, Nikkei Microdevices
Yoshihide Fujii, Toshiba's executive officer, corporate senior vice president and president of Digital Media Network Company
Yoshihide Fujii, Toshiba's executive officer, corporate senior vice president and president of Digital Media Network Company
[Click to enlarge image]
LCD TVs to be released in fall 2008
LCD TVs to be released in fall 2008
[Click to enlarge image]

"Our share of the global LCD TV market for was 4% in 2004, and it is 8% in 2008. We are aiming at more than 10% share in 2010."

Yoshihide Fujii, executive officer, corporate senior vice president and president of Toshiba Corp's Digital Media Network Company, cited more than 10% global share as the company's primary strategic goal at Toshiba's AV Business New Strategy and New Products presentation, which took place Sept 18, 2008, in Tokyo. Also, he cited "Media Independent" strategy as its second goal.

Toshiba announced 20 LCD TV models in six series, three HDD/DVD recorders and a DVD player in accordance with a full lineup change of its "REGZA" LCD TV products.

Toshiba conducted comprehensive market research to explore what kind of TVs and content consumers are looking for.

"We are focusing on how far it can meet user needs when developing products," Fujii said.

He highlighted (1) "new high picture quality" technology, which boosts resolution using its LSI technology, (2) "new function" technology, which enables, for example, easy content searches and (3) "new storage" technology, which uses diverse storage media such as large-volume hard disks and memory in a cross-sectional manner.

"We will significantly differentiate our products (from other companies')," Fujii said.

Specifically, Toshiba will launch LCD TVs incorporating its "Super Resolution technology," which up-converts the video quality of terrestrial digital broadcast to full HD resolution, and hard disc/DVD recorders adopting its "XDE technology," which also up-converts SD resolution DVD content to HD video, among other products.

The company will also increase the lineup of LCD TVs with a built-in HDD from seven models in the first half of 2008 to 15 models in the second half. Considering users are seeking ways "to store all their content in one place and easily use it with high video quality" and "to receive HD video at a low price without difficulties," for example, Toshiba will strive to further expand its share, Fujii said.

As for its "Media Independent" strategy, Toshiba switched its strategy of focusing on the HD-DVD optical disc format as its key recording media to that of applying diverse media such as network-ready, hard disk and flash memory, to its products without focusing on a particular format.