Sony Corp. unveiled new flat-screen LCD televisions that are thinner and display sharper images than before as it gears up for what is expected to be another tough holiday season.
The consumer electronics maker Thursday said it will release globally four high-end series of larger-screen TVs that are between 40 inches and 55 inches in the next couple of months.
Sony, which has been losing money in televisions since it missed the industry's transition from traditional sets to flat-screen TVs years ago, is under pressure to turn the business profitable this year. And analysts expect the crucial holiday season to continue to be tough: While LCD television sales continue to grow strongly as more consumers upgrade their sets, the increase is mainly being driven by low-end models, where price competition is most fierce.
In the April-to-June quarter, Sony's television market share declined slightly to 12.5%, according to Texas-based industry research firm DisplaySearch, while its South Korean rival Samsung Electronics Co. increased its share by 2 percentage points to 22.8%.
Sony Thursday said that it was on track to sell 17 million LCD TVs this year, 60% more than last year.
The company plans to market each of the four series for different purposes. The ZX1 series, for example, is only 9.9 millimeters thick and is wireless for consumers who care about the aesthetics of the TV in a room.
The W1 series better captures fast-paced action for sports lovers, while the most expensive XR1 series contains some of its most advanced technology to display crisp images.
The company didn't say whether these televisions, priced between Y290,000 and Y750,000 in Japan, are profitable, though it has been taking steps to cut overall manufacturing costs.
Sony said it is taking a two-pronged strategy of selling mass-market models that are more affordable and higher-end large-screen televisions, packed with more features. But how much it can increase sales of the higher-end models is still unclear. Demand for larger and higher-priced televisions have also been weaker than the industry hoped as consumers have become more cautious due to worries about an economic slowdown.
Sony officials reiterated at a press conference in Tokyo that demand for LCD televisions remains strong despite the slowdown in the global economy. But President Ryoji Chubachi separately told reporters in Singapore Thursday that he is concerned 'consumers' buying power is decreasing.'
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面对即将到来的又一个严峻的假日销售季，索尼公司(Sony)推出了机身更薄&#12289;图像更清晰的新款平板液晶电视机。
索尼周四表示，未来几个月将在全球推出四款屏幕在40-55英寸之间的高端大屏幕电视机。
索尼几年前错过了从传统电视机到平板电视机的转型时机，之后在电视机业务上一直处于亏损状态。如今，它面临着将电视机业务扭亏为盈的压力。分析师预计，今年关键的销售季将维持严峻局面：虽然由于越来越多的消费者升级电视机，液晶电视机销售继续保持强劲增长，但增长动力主要来自价格竞争最为激烈的低端机型。
得克萨斯行业研究机构DisplaySearch的数据显示，4-6月当季，索尼的电视机市场份额小幅降至12.5%，而其韩国竞争对手三星电子(Samsung Electronics)的市场份额上升了两个百分点，至22.8%。
索尼周四表示，今年该公司液晶电视机的销量有望达到1,700万台，较去年增长60%。
索尼计划针对不同消费群体推出这四款电视机。举例来讲，ZX1的厚度只有9.9毫米，而且还是无线的，主要面向对电视机在房间里的美感比较在意的消费者。
W1系列能更好地为喜欢体育的消费者捕捉高速运动画面。价格最高的XR1包含了一些用于显示高清晰画面的尖端技术。
索尼没有透露这些在日本定价为29万-75万日圆的电视机是否有利可图，尽管该公司一直在采取措施降低整体制造成本。
索尼表示，正在采取双管齐下的销售策略：一方面要面向大众市场销售更能负担得起的机型，另一方面销售有更多功能的高端大屏幕电视机。不过目前尚不清楚高端机型的销售增幅能有多少。消费者出于对经济放缓的担忧而更加谨慎，大屏幕和高价电视机的需求一直未能达到业界希望的水平。
索尼管理人士在东京的新闻发布会上重申，尽管全球经济放缓，液晶电视机的需求仍保持强劲。不过该公司总裁中钵良治(Ryoji Chubachi)周四在新加坡向记者表示，他担心消费者的购买力在下降。
