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.'
Yukari Iwatani Kane
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