Sony 2006 Annual Report Download - page 22

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20
DVD recorder
RDR-AX75
http://www.sony.net/electronics/
Review of Operations
LCD rear-projection television
KDF-50E1000
Home Electronics
The fiscal year ended March 31, 2006, was a notable year for us as
we successfully launched the new BRAVIA line of LCD televisions.
This achievement coincided with a worldwide uptrend in demand for
flat panel televisions (LCD televisions, plasma televisions and LCD
rear-projection televisions).
During the year, the global market for LCD televisions reached
approximately 20.6 million units, representing a threefold increase
over the previous period. Sony introduced the BRAVIA line of LCD
televisions worldwide starting with North America in August 2005,
attaining the top share* worldwide for LCD televisions in the period
from October to December. Sales of LCD televisions for the fiscal
year topped approximately 2.8 million units, with televisions with
32-inch or larger screens accounting for approximately 50% of
the total—largely due to the popularity of BRAVIA.
* Source: DisplaySearch
The market for LCD televisions—and especially for large-screen
sets—is expected to continue expanding. It is in this context that
S-LCD, our joint venture with Samsung, plans to complement its
manufacturing line for seventh-generation amorphous TFT LCD
display panels with a line for eighth-generation devices. Sony will
continue to grow its LCD television operations, pursuing further
opportunities to enhance cost competitiveness and heighten the
appeal of its products.
As with LCD televisions, the market for LCD rear-projection
televisions and other micro-display device-based projection
televisions is expanding. In the period under review, the market
grew more than 44%, to approximately 2.6 million units. Sony
maintained a high share of the U.S. market, the leading market for
these televisions, and sold approximately 1.05 million sets worldwide
during the period.
Going forward, we plan to expand our range of models featuring
conventional high-temperature polysilicon LCDs with an expanded
lineup of models incorporating our proprietary Silicon X-tal (“crystal”)
Reflective Display (SXRD) device, which offers superb resolution,
contrast and response time.
In the area of DVD recorders, we responded to increasingly
diverse needs with generous additions to our Sugoroku™ lineup
ranging from models with simple “record and view” features to those
with high-end features including digital high-definition (HD) tuners.
We have also included our new MPEG4-AVC video codec, allowing
consumers to connect them to their PSP® (PlayStation®Portable)
with a USB cable for convenient, on-the-go recorded programming.
On other fronts, the transition to HD broadcasting is proceeding
swiftly, bolstering market penetration for large-screen flat panel
televisions and spurring demand for HD content for the home.
In response, we plan to roll out Blu-ray Disc players in 2006 in the
U.S. market. We will continue expanding our lineup of products
with the aim of realizing “HD World,” one of Sony’s growth strategies.
LCD television
KDL-46X1000
ELECTRONICS