Sony 2008 Annual Report Download - page 17

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15
12
9
6
3
0
(Millions of units)
20
15
10
5
0
(%)
14%
12% 12%
10.6
6.3
2.8
20082006 2007
LCD television sales and market share
Sony launched XEL-1, the world’s fi rst OLED
television, in Japan in December 2007.
Defying accepted ideas, XEL-1 features an
11-inch display that measures only 3mm at
its thinnest point, as well as a high contrast
ratio of 1,000,000:1, high peak brightness,
excellent color reproduction and rapid
response time, resulting in unprecedented
picture quality.
In commercializing XEL-1, we leveraged
many of our proprietary advanced technolo-
gies, including high-resolution display tech-
nologies developed since the era of the
cathode ray tube (CRT) televisions and high-
density mounting technologies from our
mobile product development.
In February 2008, we announced plans to
invest approximately ¥22 billion to establish
production technologies for medium-sized
and large OLED panels. Although LCD televi-
sions remain the mainstay of our television
business, we have positioned the OLED
panel as a new device that will expand
potential applications for televisions and
other audiovisual (AV) products. We plan to
continue producing new applications espe-
cially suited to OLEDs as we steadily develop
this business.
During the fi scal year ended March 31, 2008,
the global market for LCD televisions
expanded rapidly to 85 million units. For this
period, Sony recorded unit sales of 10.6
million BRAVIA LCD televisions—an
increase of 68% from the previous fi scal year
and well exceeding the growth rate for the
The world’s fi rst OLED television has opened a new chapter in the innovation of display
technology. BRAVIA has emerged as one of the world’s top LCD television brands.
By linking its displays and electronics products, Sony is creating new digital
entertainment experiences.
*Years ended March 31
08SonyE_P14_27_0802.indd 1508SonyE_P14_27_0802.indd 15 08.8.7 2:18:31 PM08.8.7 2:18:31 PM