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Week-end Edition - Day 2 & Day 3 - IFA International

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NOMADIC LIVING ROOM

NOMADIC LIVING ROOM LIFESTYLE LIFESTYLE » TELEVISION AUDIO BLU-RAY HOME CINEMA WELL-BEING ACCESSORIES Hall Plan 1 Hall 3.2 - Stand 134 2 Hall 6.2 - Stand 201 Hall 3.2 1 Hall 6.2 2 24

Special Feature Toshiba's Secret Enabling customers to enjoy new experiences that they are willing to invest in... through unique innovations Sascha Lange is Marketing Director Central Europe, Digital Products & Services at Toshiba Europe GmbH. IFA International took the opportunity of IFA 2012 to interview him about the direction Toshiba will take to differentiate its products in the TV market. [ Interview by Bob Snyder ] Toshiba’s motto is “Leading Innovation” and we have stood for quality and innovation for 135 years. We consider ourselves obliged to develop innovations on a constant basis and something that we have demonstrated frequently in the past. A good example is the first 3D TV to function without glasses (which simultaneously was the first television to boast a Quad Full HD panel). Alongside Smart TV, 4K is also an important trend for Toshiba at the IFA: we present new products in this category. Higher screen resolutions are increasingly in demand. In order to provide consumers with a visual experience the picture quality must naturally be right. With every display, the sharpness perceived by the viewer is dependent on the viewing range. The closer the viewer, the less sharp the picture. The extremely high resolution of Quad Full HD (4k) is a big advantage, particularly with large screens of over 50 inches, because these will deliver an extremely sharp, richly detailed picture even at close range. You can halve the viewing distance with a Quad Full HD screen versus a standard full HD televisionwithout this having any effect on the perceived picture quality. The TV market has become very tough for all players. What is the secret to keeping profitable? The secret is unique innovations to enable customers to enjoy new experiences that they are willing to invest in (e.g. 3D TV without glasses, TV with Quad Full HD resolution). It is also important to equip the entire product range with functions that offer our customers added value and that enable differentiation from the competitors. An example is the feature “Auto Calibration” to adjust the picture automatically in a perfect way. works 1.6 times faster with internet-based functions than previous chips. In the high-end range we use the powerful processor platform “Cevo Engine 4K”, with extremely high-quality upscaling for superb picture quality. What are the driving factors for consumers to buy TVs today? In the past, televisions were primarily purchased in order to replace a broken unit. Today a desire to purchase is triggered by constant new developments and innovations, e.g. new technologies such as 3D, Smart TV functions or a more attractive design. Hall 21 Stand 101 Sascha Lange Marketing Director, Toshiba Europe GmbH Toshiba is known for its high processing capacity, which for TVs today is becoming increasingly important. How is this progressing? Starting from our mid-range models in the RL range, we use a new chip that A FORETASTE OF 4K Toshiba is pioneering next-gen picture quality with a demo on its stand of 4K TV. The Quad Full HD (4K) TVs have screen sizes up to 84 inches, offering a genuine homemovie experience. The televisions display exceptional high-quality Quad Full HD images, with the Cevo Engine 4K platform processor adding sharpness, detail and depth. The official launch of Toshiba’s 4K TVs is set for early 2013. » HALL 21 / STAND 101 Toshiba Quad Full HD (4K) TV demonstration at IFA IFA International • Saturday 1 st & Sunday 2 nd September 2012 25

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