Sharp Europe CEO Sasaoka: Sharp is committed to the future markets of mobile and large-format LCDs

“In 1973 we introduced our first LCD in a pocket calculator, and the first 3-inch LCD TV appeared as long ago as 1987. In 2005 we were the first company in the world to commit exclusively to LCD TVs. Sharp can therefore look back on almost 40 years’ experience with LCDs. It is this know-how and experience in technology and production which is enabling us to further expand our strong position today as one of the world’s leading LCD companies,” says Hiroshi Sasaoka, CEO Sharp Electronics Europe. “This year we expect global demand for LCD TVs to exceed 200 million units. According to our forecasts, the segment for screen sizes of 50 inches and larger will see particularly strong growth. And not just in terms of TVs, but also in the market for professional displays for digital signage solutions,” Sasaoka continues.

The last few years have been characterised by a dynamic growth phase which has turned the LCD TV from a niche product to a mass-market one. This has resulted in the massive expansion of production facilities, innovations in picture quality, size, design and ever improving technology/cost ratios. In the competition for the markets of tomorrow, Sharp is focusing on its classic LCD TV business but also on the especially high-value segments of mobile and large-format LCDs.

“Irrespective of whether they are being used as displays for smartphones, tablet PCs or for large-format LCD TVs and monitors, outstanding technology know-how, strong partners in production and sales, and state-of-the-art production facilities are more crucial than ever to market success,” declares Sasaoka. “In our factory in Sakai we currently have the most up-to-date LCD production facilities in the world, enabling us to meet the demand for large, high-quality screen diagonals of 50 inches and more in particular. At the same time, we are gradually switching LCD production in our Kameyama II factory over to the manufacture of small and medium-sized LCDs for mobile applications in response to the rising demand for high-quality displays for smartphones and tablet PCs,” Sasaoka continues.

At IFA Sharp will be exhibiting the new 60 and 70-inch AQUOS LCD TVs with second-generation Quattron technology, thus providing an overview of the current portfolio of large-format, energy-efficient LCD TVs featuring full multimedia capability and superior picture quality. Sharp predicts that North America will be the main market for LCD TVs of larger than 50 inches, with demand reaching some six million sets in 2011, followed by Europe with a likely volume of around 3 million sets this year.

There is also a large demand from the professional monitor sector. Forecasts by the LCD pioneer point to an increase in the market for digital signage, electronic blackboard and videoconferencing screens from the current three million units to eight million units worldwide in the next four years.

“Our strategy for Europe is based on these forecasts. We intend significantly growing our European business by focusing on large-format LCD TVs and displays. In addition to regaining market share, we are enhancing our brand awareness by means of attractive services and offers to retailers and by our involvement in football’s EURO 2012 championship. As one of UEFA’s EUROTOP sponsors, we will be launching an extensive image campaign at IFA in association with next year’s major footballing event which will bring Sharp closer to retailers and consumers as a brand and attract them to our products. For that reason, we will be exhibiting at this year’s IFA under the slogan ‘Great Football on Big Screens’,” explains Sasaoka.

Sharp can be found at IFA 2011 on Stand 102 in Hall 18.