Consumer Market

• Top global Home Entertainment brand name
• Struggling to maintain position, mainly due to lack of integration of new display technologies
• After decades of dominating CRT technology, Sony has no AMLCD or PDP, and is struggling to find its place in projection
• The strategic question is can Sony even stay in the top 3 over the next decade – Samsung is challenging them, but so are Panasonic, Philips, and Chinese competitors.

Projector Integration

• Strong position in professional front projection markets WW
• Integrates complete line of front projectors,
• Moving into MD RPTV on HTPS and LCOS fronts

Supply Chain

• Makes own HTPS displays
• Has developed LCOS displays for microdisplay-based RPTV under its own technology name SXRD. Focusing LCOS on 1080 definition, HTPS on lower definitions.

Recent News

• Sony has unveiled a 70-inch 1920x1080 LCOS TV priced at less than $10K - paving the way for LCOS to replace HTPS for Sony.
• Plan on a new marketing campaign for their RPTV to introduce the benefits of the technology.
• Introducing a new line of LCD and PDP in Japan in time for the holidays under the brand name Qualia.
• Introduced a new projector at Infocomm using LCOS technology with 8.85 megapixels.
• Have recently opened many “boutique” stores in order to increase sales, especially among women.
• New PDPs carry a 60K hour life versus the old at 25K hours.
• Have an agreement with Samsung for a joint LCD making factory in Asan, Korea.