TTE Launch Digital HDTV

TTE Launch Digital HDTV

March 31st,2005

On March 29, 2005, TCL-Thomson Electronics (TTE), the largest color television enterprise in the world, held the TTE Global HDTV Strategy & New Product Launch Press Conference in Shenzhen China, formally releasing the global market objective of the year and putting forward the product strategy of digital television with "new four Orientations".

It is said that this is the first large-scale conference on release of new digital television products catering to the whole world since the establishment of TTE Company. It gives people a deep impression due to the presence of many international companies like Intel, Texas Instrument and the active fashionable form of the activity.

In particular, when Mr. Shi Wanwen, president of TCL Multimedia Electronics Business Group, vice executive president of TTE introduced the world biggest 70-inches DLP micro-display television proudly, all attendees are convinced by TTE strong strength in HDTV.

Global Strategy of Digital Television with "New Four Orientations"

The so-called digital television with "new four Orientations" indicates that it will develop in the directions of flat panel, picturization and 3C and wireless reception based on the improved definition.

Digital flat television refers to the digital television with realization of flat panel both in shape and appearance. It not only includes the traditional flat panel television like LCD and PDP, but also the DLP micro-display television and CRT television toward the flat panel. Digital film television refers to the true-to-life image that is displayed on the minimum 50 inches screen with visualization format 16:9, high-fidelity digital sound effect and 35mm cine-film.

The main products are DLP micro-display television, film television (DLP front projection) and projection television (CRT digital high-definition rear projection). Digital television with 3C design refers to the digital television with 3C integration function. Digital television with wireless receiving function refers to the digital television whose signal receiving is realized wirelessly anytime wherever.

President Shi Wanwen said that TTE will position its project strategy of 2005 as digital television with "new four Orientations", which depends on the following two key factors: on the one hand, TTE gives full play to global collaborative effect and tries to integrate the production and manufacture platform and the sales network platform worldwide as much as possible, so as to form absolute advantage in the field of research and production and sales.

On the other hand, by relying upon the global operating platform TTE will further cooperate with international companies, such as Intel, Texas Instrument, InFocus and GENESIS Company, so as to establish a golden camp for top color-television technology spreading all over the world.

It is reported that in 2005, TTE will introduce more than 300 new products to the whole world, including DLP micro-display television, LCD, PDP, projection television, film television (front projection), slim CRT digital high-definition television, etc. Over 150 products will be of plane panel type. TTE will establish the most complete and biggest product portfolio.

Digital Television with "New Four Orientations": The One and Only Way of Multi-Market

Professionals say that the product strategy of digital television with "new four Orientations" essentially originates from the dual drive of technology and market and determines the direction of future multi-market.

Judging from the market factor, the consumer demand tends to be polynary and is developing in the four trends: the trend of light thin television, the trend of personal experience and enjoyment, the trend of intelligent sharing, the trend of simplicity and freedom. It is the multi-market demand that calls for digital television with "new four Orientations" and leads to the occurrence of TTE?s special product strategy and becomes one and only market of the multi-market.

Besides, the advent of new technology accelerates the process of digital television with "new four Orientations".

TTE has made a technical breakthrough in optical channel design, which made the DLP micro-display television be only 17.4cm thick and will make it thinner; the breakthrough in display short pathway has made the CRT high-definition television featuring in flat design. Presently, TTE has successfully developed the chip and bare engine technology of the fourth generation for DLP micro-display television and truly reached the high imaging level of cine-film.

Moreover, TTE has also developed the digital television with powerful 3C function. In particular, with nearly ten yearsaccumulated technical reserve TTE has made IPTV become a mainstream product of digital television quickly. The digital television with the application of the top IPTV technology for the first time was produced in TTE.

New Competitive Strategy Merges

From TTE 3C strategy implemented in the last to the present strategy of digital television with "new four Orientations", we can see there is a significant change in the competition strategy of TTE---it has changed to base itself upon global market, rely upon powerful background technology and comprehensive market advantage and fight a full-scale war globally, which happens to have the same view as Samsung and Sony.

The expert says using globalization against globalization, not localization against globalization, will be the brand new competition approach in the era of globalization. The change of competitive strategy will accelerate the process of turning TCL from the biggest to the strongest television group. It will undoubtedly produce far-reaching significance for global color television industry.

It is reported that TTE Total sales, the sales in China region and market share maintain the first place. The oversea sales account for over 60% of the total sales. Invest more in LCD and plasma television, and try to win the championship of flat television for global sales within two years; consolidate the number one market position of DLP micro-display television and projection television (CRT PTV), and make it (RPTV) rank among the top three for the global sales of film television.