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Exclusive Interview How

Exclusive Interview How Panasonic is 3D-ing Innovation meets eco-responsibility in Under the slogan '3D Your World', Panasonic is aiming to annex 50% of the European 3D TV market, Laurent Abadie told press agency Reuters in the count-down to IFA 2010. In an exclusive interview with IFA International, the Chairman and CEO of Panasonic Europe explains how he hopes to achieve this feat… Our target is to grow Panasonic’s overseas sales ratio from 48% in the 2010 financial year to 55% in the 2013 financial year. We have already made great strides in Europe. Since 2004, we have increased our share of the CE industry in what we term the ‘euro 5’ — France, Germany, Italy, Spain and the UK — from 7% to 11.7% and we’re “As we approach our 100th anniversary in 2018, the shift to a sustainable society has become a global issue.” seeing healthy results even in these tough economic times. I believe these successes can be attributed to our company-wide commitment to innovation and being first to market with cuttingedge technologies. Our investment in innovation really is a key source of growth, since it differentiates us in the market. Looking forward, it’s vital that we do not become complacent. Our continued focus on bringing innovative products to market — from 3D TVs, home-AV solutions and now 3D digital-imaging products — will fuel our growth. Beyond that, we are reaching a new turning point in the company’s life. Panasonic’s vision has always been rooted in the belief that the first responsibility of any company is to contribute to society. As we approach our 100th anniversary in 2018, the shift to a sustainable society has become a global issue. We want to be at the forefront of this ecological drive, making it part of the daily lives of not just our employees and customers, but of society at large. How will you achieve this? We have set ourselves an ambitious global target: to become the number-one green innovation company in the electronics industry by 2018. As a result we are making the environment central to everything we do. Our ‘Green Life Innovations’ will facilitate a green lifestyle to enrich people’s lives, while our ‘Business Life Innovations’ will focus on achieving a maximum reduction in the environmental impact of our own business activities. We recently announced our intention to purchase the remaining shares in SANYO and Panasonic Electric Works. These acquisitions Laurent Abadie, Chairman and CEO, Panasonic Europe were part of our strategy to integrate our contribution to the environment with our commitment to growth. What are Panasonic’s IFA highlights? 2010 has been a landmark year for the industry in terms of 3D, and we’ve been at the forefront of putting cutting-edge Hollywood technologies into the hands of consumers. It was less than 12 months ago that Avatar first hit cinema screens but more and more content is now available in 3D. Consumers are really looking to replicate that Hollywood experience at home. We have been first to market with many 3D products and we have worked hard to deliver a broad suite of 3D solutions. At IFA we are showcasing our complete range of 3D products, including the largest 3D TV — with a 152-inch screen — available anywhere in the world. What I find really exciting is that we are showcasing the world’s first AVCHD 3D 18

Exclusive Interview your world blueprint for the future “We expect 70% of our plasma TV sales to come from 3D by the end of the 2013 financial year.” consumer camcorder, and the first 3D lens for our LUMIX-G System cameras. These announcements mark a huge step forward for the industry. For the first time, anyone can now capture and share their own 3D content, from movies to still photos. Just how big do you think 3D is going to become? Initially, we see movies, gaming and sports as the biggest drivers. The studios are already showing a strong commitment through the development of more exciting content for theatre viewing, which really shows 3D to its best advantage. But it’s not just about movies. Broadcasters and sporting organisations are making great strides in delivering major sporting events, such as the Roland Garros and US Open tennis tournaments, in 3D. For sports fans, watching a game in 3D will be the closest they can get to actually being in the stadium. In fact, according to a white paper released by Screen Digest and commissioned by Panasonic, live 3D sporting events will be the biggest driver for the 3D broadcast industry. Eighty per cent of all planned 3D channels will focus on sports. Now that consumers can even create their own 3D content, we expect the market will continue to grow in the run up to Christmas. We expect 70% of our plasma TV sales to come from 3D by the end of the 2013 financial year. What are Panasonic’s main strengths? Our real strength is our commitment to innovation. Our success is rooted in our ability to design, build and launch products that make a real difference in people’s lives. That innovation can be seen in our portfolio of 3D products and solutions. In less than 12 months, we’ve made 3D a reality in living rooms across Europe and I believe no-one is better placed to drive the market forward into next year and beyond. In order to contribute to the development of an increasingly global society, it’s essential we nurture a corporate culture that is characterised by diversity and collaboration. As we move towards our centenary, we look to strengthen our relationships with partners and customers across the region. These relationships are truly our greatest asset. What is Panasonic’s roadmap for the European home-appliance market? We launched our first home appliances — fridge-freezers and washing machines — into the European market in the spring of 2009. These products are great examples of our commitment to making ecology central to all our business units. They feature a range of industry-leading features and functions that make them among the most environmentally-friendly products on the market. Looking forward, we are committed to the global expansion of our homeappliance business. Our stated target is to increase the overseas sales of our white goods by 15% year-on-year — and Europe will have a vital role to play in achieving this. You can expect to see new product launches and announcements from us in 2011, as we seek to strengthen our product line-up and increase our European sales. Full HD 3D Plasma TV P42GT20E 3D Camcorder HDC - SDT 750 Full HD 3D Blu-ray Disc Player DMP-BDT 100 IFA International • Saturday, 4 th & Sunday, 5 th September 2010 19

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