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Published on October 3, 2007

Sony Thai yesterday announced new sales targets for its high-definition electronic products. Their revenue contribution is expected to rise from 20 per cent now to 40 per cent next year and 80 per cent in 2009.

The company has set a goal of becoming the market leader in high-definition technology.

Managing director Kazuo Suyama said the strategy was in preparation for the changeover from manual to digital in all broadcast television stations and production houses, which will be fully implemented by 2015.

"It has been around two years since Sony Thai started to introduce high-definition technology to Thai consumers with considerable success," Suyama said. "Since then, high-definition technology has set a new trend in entertainment solutions by offering the ultimate quality in both picture and sound. Consumers began to be aware of its advantages after experiencing high-definition solutions through our range of product line-ups."

He added that in Japan, almost 90 per cent of Sony's consumer-electronics sales came from high-definition products.

"We can say that the market demand for high definition products and solutions has increased rapidly with the fast expansion of the market, and many high-definition products in various categories have been launched continuously," he said.

Suyama said the proportion of high-definition products - television sets and digital still and video cameras - was quite small currently, or 5-10 per cent of the total consumer-electronics market in Thailand. The proportion, however, is expected to double each year until 2009.

He said Sony Thai had set aside Bt100 million next year for marketing activities to educate consumers by focusing on the company's advantages over competitors in the market.

"We have total high-definition solutions from professional to consumer products," said Suyama.

Suyama said that in his personal opinion, both local broadcasting stations and local production houses were ready with digital broadcasting equipment to make the move to high-definition.

"In my unofficial view, the road map for digital broadcasting in Thailand should start immediately from next year if the government makes the decision for antennas to send out digital signals," he said. "My own prediction is that Thailand may start testing the digital system in its national broadcasting system by 2010, and the full implementation of digital broadcasting should be made by 2015."

Sony Thai yesterday announced the launch its Blu-ray Disc player, model BDP-S300, which will be made available this month for Bt29,990.

The entry of Sony's Blu-ray player in Thailand adds to Sony's strong line-up of full high-definition products including Bravia LCD televisions, home projectors, Handycam camcorders, Vaio laptops, Blu-ray disc drive burners and Cyber-shot cameras.

 Kwanchai Rungfapaisarn

 The Nation