Hitachi to Enhance Focus on High-end LCD Space with Ultra Thin Panels

-- Growth strategy to hinge on tapping high-end market and penetration of tier 2 cities. Targets 10% of the LCD market and 20% of the plasma market by 2008; allocates Rs 15 crore towards A&P for plasma and LCD televisions

-- Hitachi Ultra Thin LCD Series is more than 70% slimmer than existing LCD televisions; range to be available in India by the first quarter of 2008

-- Hitachi’s Ultra Thin technical marvel incorporates multiple innovations – world’s slimmest LCD panels; available in multiple colours; lightweight body; portability; 360 degrees aesthetic appeal; energy efficiency

Hitachi Home Electronics Asia (S) Pte. Ltd. (HHES), a world leader in audio-visual technology, today announced it would enhance focus on the Indian high-end LCD market with its next-generation super slim LCD televisions. The Hitachi Ultra Thin Series of LCD televisions will be available in India by the first quarter of 2008. The world’s slimmest LCD panel, just 35 mm slim across the entire panel, is designed for the affluent and discerning who seek luxury. Hitachi also announced the introduction of its cutting edge Full HD (high definition) range of plasma and LCD televisions in India.

“We are bringing the world’s slimmest LCD television to Indian consumers. Being one of the few players who own manufacturing as well as R&D expertise in both plasma and LCD technology, Hitachi is uniquely placed to offer the Indian consumer the best in both technologies. As a group, Hitachi will serve the high-end LCD market with its technologically path-breaking Ultra Thin series. We hope to capture 10% of the Indian LCD market by 2008, with emphasis on the high-end market”, said HHES Managing Director Tadashi Nishiuchi.

Innovation in flat panel design has now shifted from largeness of screens to slimness of screens. “Focusing on slimness rather than largeness in terms of innovation in the LCD space offers many benefits to a customer. While few customers will be able to afford very large LCD screen sizes, the benefits of slim flat panel displays can be enjoyed by more. Moreover, with enhanced slimness come the possibilities of enhanced portability, less power consumption as well as sleeker looks,” added Mr. Tadashi Nishiuchi. The Hitachi Ultra Thin LCD Series, which is more than 70% thinner than existing LCD televisions, will be available in the 32”, 37” and 42” categories. Hitachi is already working on reducing panel thickness further and by 2009 the company would have an LCD offering which is merely 19 mm slim.

The Hitachi Ultra Thin LCD Series explodes many myths relating to televisions. To begin with, large screen televisions need not have a permanent location. The Ultra Thin Series offers ‘Freedom of placement.’ With the monitor and the media station in the Ultra Thin LCD Series being separated, the use of the optional wireless unit provides customers with a range of options for placement at home, as well as ease in connecting with other consumer electronic equipments. This ‘Freedom of placement’ is reinforced by the lightweight body of the Ultra Thin Series – the 32 inch Ultra Thin LCD weighing just about 10.9 kilos - which makes it easy to carry. Secondly, the Ultra Thin Series looks just as sleek and elegant from the back as it does from the front– a 360 degree aesthetic appeal. This explodes the myth that a television should necessarily be placed against a wall. Finally, the 32-inch model has four colour variations – black, red, white and blue – which is a departure from conventional flat panel displays.

While the Ultra Thin LCD Series will be launched in the first quarter of 2008, Hitachi’s Full HD range of both LCD and plasma televisions are now available in India. With High Definition broadcast expected to come soon to the country, Hitachi’s range of HD and Full HD plasma and LCD televisions will help consumers derive the best possible audio-visual experience. With Full HD, Hitachi now offers twice the resolution of conventional High Definition video. Full HD helps make large screen plasma and LCD televisions deliver smooth images right down to the minutest detail. Hitachi’s Full HD range comprises a 50” plasma television, a 42” LCD television and 37” LCD television. A 60” plasma television will be added to the range at the end of the year.

“With the Full HD range and the Ultra Thin LCD Series, Hitachi is ideally positioned to serve the needs of the high-end flat panel display market in India. We plan to capture 10% of the LCD and 20% of the plasma market with particular focus on the high-end market. As part of our growth plans we plan to move into tier 2 cities in a focused manner and undertake a 35 % increase in our retail outlets, a 65 % increase in the number of Hitachi exclusive galleries – Hitachi Experience Zones - and a 35% expansion in the service network. To further strengthen our existing service network, we plan to set up a Hitachi-owned service centre in the coming months. We have allocated an advertising and promotion budget of Rs. 15 crores exclusively to promote our flat panel displays. This physical growth will be complimented by initiatives like consumer education as well as the Hitachi High Definition Art campaign which reinforces the premium positioning”, added Mr. Tarun Jain.

The new Hitachi Full HD as well as HD models will be available at all Hitachi exclusive galleries as well as multi-brand retail outlets which stock Hitachi plasma and LCD televisions.

Hitachi will continue to introduce innovative technologies in the plasma and LCD spheres which provide an enhanced audio-visual experience to the discerning consumer – thus living up to its motto ‘Inspire the Next’.

About Hitachi: Headquartered in Tokyo, Hitachi is today a world leader in electronics, operating through more than 175 subsidiaries spread across Asia, America, Europe and Oceania and having an annual turnover of 10,247.9 billion yen (FY 2006). The company offers a wide range of systems, products and services in market sectors including information systems, electronic devices, power and industrial systems, consumer products, materials and financial services.

Hitachi Asia is one of four regional headquarters for Hitachi's worldwide operations, the other three being North America, Europe and China. Established in 1989, Hitachi Asia operates in ten offices across seven Asian countries, excluding East Asia — China, Singapore, Malaysia, Thailand, Indonesia, Philippines and India.

Hitachi has six subsidiaries in India, the largest being Hitachi Home Electronics Asia (S) Pte Ltd (established in 2003). Hitachi Home Electronics Asia (S) Pte Ltd, a subsidiary of Hitachi Ltd, Japan and Hitachi Asia Ltd., markets consumer & multimedia products in Singapore and the Asian region. HHES in India offers a line of products which include high-end plasma and LCD televisions, DVD camcorders, LCD projectors & home theatre systems. There are 10 Hitachi galleries – Hitachi Experience Zones - across 5 cities in India, 150 retail outlets and 45 service centres.