Скачать презентацию Product Introduction of FY 11 Home Cinema Products
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Product Introduction of FY 11 Home Cinema Products SE Group Confidential
The New Lineup for FY 11 € 4, 000 € 3, 000 R 4000 R 2000 TW 5500 € 2, 000 TW 4400 TW 3600 Snowbell W Snowbell Full HDW 3 D Keyaki 32. 1 k Keyaki-L € 1, 000 TW 3200 Persimmon TW 450 Cycad FY 10 € 500 20. 0 k FY 11 SE Group Confidential 20. 3 k Target Qty
Key Business Concept Epson’s Goal Establishing absolute status in 1080 p market having 40% market share in 2015 and being a market leader. SE Group Confidential
How is the 1080 p market situation? 1080 p Latest Market Situation 60% 10% 6% 5% 6% 6% 34% 10% 25% 24% 60% − − 6% 27% 16% 49% 70% 30% 4% 71% 69% 78% 41% Market trend has been moving to entry class because of the appearance of low-priced DLP projectors and “the home theater” becomes close to everyone. However, the middle segment has shrunk because of the boost of entry market. FY 09 Q 3 : 30, 251 units FY 10 Q 3 : 27, 989 units (7. 5% shrinking) In high-end segment, market size had shrunk but it stopped from FY 09 Q 4. It shows a certain number of AV manias exist in this segment. SE Group Confidential Source : Future Source/PMA
Epson Status Market under $1, 999 DLP products 60% DLP products 71% Epson 19% Optoma 32% Vivitek 6% Ben. Q 7% Acer 11% Epson 26% Mitsubishi 21% FY 09 Q 3 Market Share in the market under $1, 999 *TW 3600 is not included in some area Asia and Europe. Vivitek 1% Optoma 30% Acer Ben. Q 11% 10% Mitsubishi 8% FY 10 Q 3 Market Share in the market under $1, 999 *TW 3600 is not included in some area Asia and Europe. − − With TW 3600/3200, Epson has broken into the entry market and build up a presence. From a market share point of view, however, we are still behind the main DLP competitors. SE Group Confidential
Epson Status Market between $2, 000 and $4, 999 − − − Growth in the entry market and appearance of high-end 3 D products has shrunk the middle-end market. As the market has shrunk, so Epson sales have decreased. Our challenge is to distinguish the advantages of our products and reverse the trend. Market size 30, 251 units M/S 23. 7% Epson 7, 173 units FY 09 Q 3 Market Size $2, 000 - $4, 999 SE Group Confidential Market size 28, 436 units M/S 23. 0% Epson 6, 532 units FY 10 Q 3 Market Size $2, 000 - $4, 999 • Market size • Epson sales • Epson share : 6. 0% shrinking : 9. 0% shrinking : 0. 7% down
Epson Status Market under above $5, 000 − JVC and Sony have the top market share* in the market above $5, 000 with stable fans of LCOS technology. *The market share of Sim 2 and Vivitek are also high, but their price is too high, and they are not our direct competitors. JVC 25% Vivtek 28% Sony 15% FY 10 Market Share in the market above $5, 000 SE Group Confidential Epson’s target is to satisfy users’ every need in every segment as a leading company. − Although we have not launched R 4000 Series yet, that is our target and we will develop appropriate channels once R 4000 Series is ready. − Sim 2 11% − We understand we are facing a tough situation because of the lack of R 4000 Series now, but we are gathering as much user feedback as possible, and exploit it to give users “WOW experience”, and to maximize sales and profitability with AV 2.
Target Concept Why launch TW 6000 Series…? − − We have raised market share WW even though our prices are higher than the main DLP competitors. We still have an opportunity to beat them and gain further market share in order to establish absolute status and become market leader below $1, 999. In FY 2011, the launch of DLPs projectors with Full HD 3 D at affordable price is predicted. By launching TW 6000 Series at the appropriate prices against competitors, and considering TW 6000 Series’s advantages, we will be able to halt DLP growth and further build up Epson’s presence. Epson No. 1 Epson 19% FY 09 Q 3 Market Share in the market under $1, 999 *TW 3600 is not included in some area Asia and Europe. Epson 26% FY 10 Q 3 Market Share in the market under $1, 999 *TW 3600 is not included in some area Asia and Europe. SE Group Confidential
FY 10 Sales result of Home product Why launch TW 9000 Series…? Unit sales of 1080 p product in FY 10 was very good, However………. Average unit price of 1080 p in FY 10 decrease sharply compare with FY 09. We need to think the way which we can sell higher products with increasing market share. Point 1. We should to try to increase average unit price with TW 9000 Series. SE Group Confidential
Business Target Market Share -1080 p total− EHAN FY 10 : 20. 2% FY 11 : 23. 5% − EAI FY 10 : 33. 8% FY 11 : 37. 0% − EMD FY 10 : 26. 9% FY 11 : 30. 0% − EHK FY 10 : 11. 2% FY 11 : 23. 4% − ECC FY 10 : 8. 5% FY 11 : 24. 8% − ETT FY 10 : 23. 6% FY 11 : 26. 6% − ESP FY 10 : 5. 6% FY 11 : 15. 0% − EKL FY 10 : 3. 7% FY 11 : 9. 8% − EAL FY 10 : 31. 8% FY 11 : 35. 0% 12 months: Oct. 2011 – Sep. 2012 SE Group Confidential
EH-TW 9000 Series May 2011 Seiko Epson Corp. SE Group Confidential (Related Staff Only) Until: Permanent
Contents - Target Customers - Product Overview - Features and Benefits - Product Spec - Sales Activities - How to sell TW 9000 Series ( Q&A ) SE Group Confidential
Target Customers AV Fan and enthusiasts - Focus on not only quality but also price - Usually own home projector already (replacement purchase) - Pay for premium quality (reasonable expensive) Big screen flat panel TV user - The customers using a big screen of flat panel TV ( Some of them want a bigger screen in stead of a flat panel TV that is around 50 inch. ) SE Group Confidential
Target Customers – analyzing - The people who… - buy Blu-rays regularly are cable TV subscribers always compare functions before buying something are interested in new technology frequently get information of AV products from the internet or magazines prioritize not only functions but also price Key points 1. AV dealers will to continue to be the main channels; customer base expansion and selling are the keys. 2. Advertising also effective on cable TV and through Blu-ray vendors (incl. Amazon and other online stores). 3. Emphasizing new technology aspect good for attracting attention of magazine and website editors, and bloggers. SE Group Confidential
Product Overview The world’s first 3 LCD HD wireless 1080 p projector with 3 D functionality Best-in-class high brightness 3 D full HD projector Great install flexibility with best-in-class lens shift range SE Group Confidential
Product Overview Home Cinema EH-TW 9000 NEW 0. 74’’D 8. 4 / 1080 p C 2 Fine pannel NEW! 3 D Compatible NEW! 2 D to 3 D conversion NEW! Dynamic Contrast (200, 000: 1) Native Contrast (6, 000: 1) Super Resolution 2, 400 ANSI Lumens ISF Certified ( only Snow. Bell / W ) THX Certified (only Snow. Bell for EAI, EAL and ECC )TBD 2. 1 Zoom Lens V: 96% / H: 47% lens shift Powered Lens Cover NEW! New Color Modes HDMI CEC Split Screen NEW! Pixel alignment correction NEW! SE Group Confidential BLACK Powered lens cover White Split Screen
Features and Benefits Ultimate 3 D theater experience Newly Developed LCD pannel (D 8. 4) 240 Hz drive for 3 D High Contrast (Dynamic contrast ratio 200, 000: 1) 2, 400 ANSI Lumens for Viewing on Various Screen Sizes 2 D-3 D conversion function Ultimate Install Flexibility Wireless function (only wireless model ) 2. 1 x Zoom & Wide Lens Shift Range in the Class Powered lens shutter Optional Cable Cover Ultimate technology for picture quality Variety of Color Modes Super resolution Frame interpolation Cinema filter Fujinon lens ISF Certified Color Management Supports Precise Color Calibration SE Group Confidential
Ultimate 3 D Theater Experience SE Group Confidential
EPSON has the Brightest 3 D image quality TW 9000 TW 6000 (as of 11 th May) Key point 1. Only Epson can pass Disney 3 D , THX 3 D and Real D luminance standards (above 4. 5 f. L) SE Group Confidential
Why EPSON has the Brightest and highest 3 D quality in this class ? There are 3 points 1. Newly developed LCD panel 2. E-TORL lamp 3. Unique EPSON technology (Virtual 480 Hz Drive) SE Group Confidential
Newly 3 LCD EPSON owndeveloped LCD panel for ultimate 3 D theater quality High-power 2, 400 lm optical engine is realized by newly developed LCD panel and EPSON’s own E-TORL Newly developed LCD panel -240 Hz drive for 3 D -D 8. 4 / C 2 Fine panel -0. 74 inches (same as Chestnut ) -Aperture ratio 65% ( Ref. D 7: 52%) EPSON own E-TORL lamp -Lamp power increased from 200 W to 230 W (TBD) compared with Chestnut SE Group Confidential ×
Unique EPSON 3 D technology ( Emulate 480 Hz) Current 3 D Emulate Key points 1. This is unique EPSON technology. ( Planning an application for a patent) 2. This function makes 3 D images brighter. SE Group Confidential
Ultimate 3 D Theater Experience ( Premium 3 D quality ) High power 2, 400 lm 3 LCD optical engine and new EPSON technology realize ultimate 3 D image quality. × 3 LCD Features 1. Bright Images 2. Natural Images 3. Easy on the Eyes SE Group Confidential = With EPSON own technology 3 D cinema with Bright & High picture quality Premium 3 D quality
３ D futures SE Group Confidential
Compatible 3 D signals Handling 3 D format • Side by Side • Top-and-Bottom • Frame Packing • Frame alternative (TBD) Key point 1. Can handle major 3 D signals, such as Blu-ray 3 D and 3 D broadcast. SE Group Confidential
2 D-3 D conversion function This function remove one of the biggest problem of 3 D that is absence of 3 D contents. 2 D contents Key points 1. Only TW 9000 Series has this function. (not TW 6000 Series) 2. It can adjust depth to 3 levels. 3. This technology is basically the same as other companies employ. SE Group Confidential
Options -External 3 D IR Emitter. Top view Table-top Wall-mount Rotatable RJ 45 connector IR LEDs inside Metal part for Wall-mount • Built-in emitter: [Projector]… 5 m…[Screen]… 4 m…[3 D glasses] 5 m Screen • 4 m External emitter: [Emitter] … 10 m…[3 D glasses] Screen SE Group Confidential 10 m
Ultimate Install Flexibility Easy to Fit in Your Room SE Group Confidential
Why EPSON 3 D is the best install flexibility in this class ? There are 3 points 1. Wide range lens shift 2. Compact body and Center lens 3. Wireless HD SE Group Confidential
Easy to install Epson's wide lens shift range provides exceptional installation flexibility. Vertical 96% Horizontal 47% Key point 1. You can put your projector anywhere you like. SE Group Confidential
Most Compact 3 D Projector in its Class - The most compact size in its class and a center lens design make it easy to install the projector on the ceiling or a shelf, thus minimizing its presence in the room. < View from the top of each models > EPSON TW 9000 Series SONY VW 90 ES Key point 1. Epson TW 9000 Series has the smallest footprint in this class. SE Group Confidential JVC X 3, 7, 9
Wireless HD Means Simple and Low-Cost Installation No need to run cables from the projector to the reproduction equipment. Only power cable Key point 1. Thanks to wireless HD, no expensive cabling work is required. SE Group Confidential
Wireless HD: Restrictions • Deep Color (10 bit, 12 bit) is not supported in the case of following signals, – 2 D • 1080 p/50 Hz /60 Hz – 3 D • All signals of Frame-packing • 1080 p/50 Hz/60 Hz of Side-by-Side and Top-and-Bottom • Start-up time and source switching time are longer than wired HDMI. • We are trying to shorten them. SE Group Confidential
The Ultimate Technology for picture Quality Various Ingenious technology SE Group Confidential
Great functions on TW 9000 series which is in common with TW 5500/TW 4400 Frame Interpolation Crisp and clear details in motion images Cinema Filter Pure and rich color that creates color space Super-resolution Producing smooth and sharp edges even from low-resolution contents (!) Not work with 3 D mode Fujinon lens Top quality lens by a manufacture of cinematograph lens Key point 1. TW 9000 Series has all of popular functions of Chestnut. SE Group Confidential
Super-Resolution Technology (Review) • Function – Mixed color separation • Separate mixed colors that are neighboring the border of an object in order to deblur. • People feel that the resolution got higher and the quality was improved. SE Group Confidential *The pictures are just images.
Frame Interpolation (Review) • Frame Interpolation – Frame interpolation technology inserts new frames between original ones. – As a result, blurring is suppressed and moving pictures look much smoother and sharper. Frame interpolation ON 120 Hz Original source 60 Hz 1 1 Interpolate new frame 2 1. 5 2 = = 2. 5 Interpolate new frame 3 SE Group Confidential = = 3 = =
Fujinon Lens ( Review ) • “Fujinon” lens is used for Texas series. – ( used for Chestnut and R 4000 Series as well ) • “Fujinon” retains more than 60% share in the TV and broadcasting camera field. • Fujinon lens cameras have been used for digital cinema, such as “STAR WARS EPISODE III”. For more information, please visit http: //www. fujinon. co. jp/en/index. htm.
Remote Control - Basic design is same as R 4000 Series - The key assignment for 3 D functions has been revised - Available in black only - Key functions for picture are easy to use SE Group Confidential
Schedule Sales start - End November SE Group Confidential
Q&A for dealers and consumers SE Group Confidential
How to sell for TW 9000 Series (situation: 1) Q: What are differences between TW 6000 Series? SE Group Confidential A: TW 6000 Series is a type of the projector which you can enjoy entertainment such as movies , sports and TV games and so on. In addition, TW 9000 Series was developed and designed to enjoy the movies deeply. We really would like to recommend TW 9000 Series to all of movie fans.
How to sell for TW 9000 Series (situation: 2) Q: Does JVC have higher contrast than TW 9000 Series? I think a projector with high contrast has high picture quality. SE Group Confidential A: It’s true JVC has higher contrast. But TW 9000 Series was made to realize bright image to enjoy big screen and high picture quality anywhere such as theater room and living room. Especially, we recommend TW 9000 Series to AV funs who place emphasis 3 D picture quality because we get over lack of brightness which is one of the weaknesses of 3 D technology.
How to sell for TW 9000 Series (situation: 3) Q: How is the brightness of 3 D pictures? A: It is difficult to mention the brightness of 3 D pictures because there is no standard to measure brightness of 3 D pictures. However TW 9000 Series has high power optical engine which can realize 2, 400 lm in 2 D that is almost twice as bright as other companies. 3 D Images of TW 9000 Series are created by the high power optical engine mentioned before. Therefore We believe TW 9000 Series realizes equal or brighter 3 D images compared to other companies. SE Group Confidential
END SE Group Confidential
TW 6000 series SE Group Confidential
Contents 1. Introduction ü ü 2. Key Business Concept Latest Market Situation Epson Status Business Target Sales Points ü ü Product Specifications Key Sales Points – – Bright 3 D Installation Flexibility All-in-one Good Image Quality SE Group Confidential 3. Sales Activities ü SEC ü Requests
Target Users Who is target users…? I am 23 years old. I am 62 years old. I love to watch the special effects dramas or movies such as Star Trek, Godzilla…. I watch movies twice a week at home with blue mountain coffee. That is my wonderful time. Also, I go to cinema every other week. I am 30 years old. I am 65 years old. A friend of mine and I sometimes go to the Game Show which is gathered every new video games in the world. I love to go to theater and watch the play. The best one is Shakespeare. He is genius…. SE Group Confidential
TW 6000 series Key Product Concepts SE Group Confidential
Sales Key Points 1. Bright 3 D High color light output 480 Hz 3 D glasses 3. All-in-one Wireless HD Built-in speakers SE Group Confidential 2. Installation Flexibility Wireless HD Keystone correction Good clearance 4. Good Image Quality High color light output Dynamic contrast ratio 3 LCD
Sales Key Points 1. Bright 3 D High color light output 480 Hz 3 D glasses 3. All-in-one Wireless HD Built-in speakers SE Group Confidential 2. Installation Flexibility Wireless HD Keystone Correction Good clearance 4. Good Image Quality High color light output Dynamic contrast ratio 3 LCD
Keyaki-W only Installation Flexibility -Wireless HD- Wireless HD − No cables – No need to worry about messy cables behind the projector – No need to worry about messy cables on the floor – You only need a power cable Image ot N d re ui eq R SE Group Confidential (Related Staff Only) Until : Permanent SE Group Confidential
Installation Flexibility -Keystone correction. Place anywhere − Horizontal Slide Keystone Correction – You do not need to set the projector directly in front of the screen anymore. – No need to worry about room size, room shape and furniture. – Your seating position is essentially unrestricted. – You can enjoy video games, such as Wii in front of the screen!! SE Group Confidential (Related Staff Only) Until : Permanent SE Group Confidential
Install Flexibility -Keystone. Place anywhere − Vertical auto Keystone − TW 6000 Series − Optoma HD 20 : +/- 30 degrees The most widest range : +/- 5 degrees Vertical Keystone Correction in this segment TW 6000 Series HD 20 SE Group Confidential 5 degrees TW 60 s Serie 00 30 degrees
Install Flexibility -Good Clearance- Place anywhere • No ventilation clearance required − Air intake and exhaust • Both of the airways are positioned at the front of the projector • No need to worry about installation location • You can set in a small space such as bookshelf, or very next to walls. SE Group Confidential
Sales Key Points 1. Bright 3 D High color light output 480 Hz 3 D glasses 3. All-in-one Wireless HD Built-in speakers SE Group Confidential 2. Installation Flexibility Wireless HD Keystone correction Good clearance 4. Good Image Quality High color light output Dynamic contrast ratio 3 LCD
All-in-one Projector -Built-in Speakers- 10 W x 2 built-in stereo Speakers − Usual: Projector + Player + Speaker + Amplifier − TW 6000 Series: Projector + Player + Speaker + Amplifier “Wait! TW 6000 Series has stereo speakers!” Many users are annoyed complicated set up Home theater system. “I need to connect a player to amplifier, and speakers to amplifier, and a projector to… “ Very easy and simple “Wireless HD also!” set-up. SE Group Confidential
Sales Key Points 1. Bright 3 D High color light output 480 Hz 3 D glasses 3. All-in-one Wireless HD Built-in speakers SE Group Confidential (Related Staff Only) Until : Permanent SE Group Confidential 2. Installation Flexibility Wireless HD Keystone Correction Good clearance 4. Good Image Quality High color light output Dynamic contrast ratio 3 LCD
Good Image Quality High light output *As of May 2011 − The brightest* 2 D projector in the segment − You can enjoy even in a daytime living room!! room Low brightness projector SE Group Confidential TW 6000 Series *The pictures are just images.
Good Image Quality Dynamic contrast : 40, 000: 1 − − Advanced auto iris technology C 2 Fine technology – It makes images clearer. C 2 Fine 40, 000: 1 Low contrast projector − − TW 6000 Series Epson Original Color Management – Precise Color Wireless HD – Even when you use Wireless HD, Image Quality does not deteriorate. Always feels realistic, just like you are in a movie theater SE Group Confidential *The pictures are just images.
Good Image Quality You never feel those bothering with TW 6000!! Color breakup − So much rainbow effect − You can recognize so much color breakup for HD 20 especially in a dark room. It is likely to make people sick easily.
New function -Auto Color Optimizer. Optimized color mode, every time − With Auto Color mode − It chooses the best color mode for the room. − You can enjoy optimized color every time!! Brightness Usage environment Image Description 300 - lx 30 – 300 lx Room brightly-lit with lighting equipments. 30 – 100 lx Dimly-lit room. 0 – 30 lx SE Group Confidential Daytime room with outside light shielded. Pitch dark room. Transition
New function -Split Screen. Enjoy Multi Screen – You can enjoy movies, games, TV shows, etc. at the same time. – When children enjoying movies, you never miss the score of your favorite baseball team!! – You can check the stock market and the score of baseball at the same time on the big screen!! HDMI 1 Video PC - - - ü ü ü Wireless HD - - - ü ü ü Component SE Group Confidential Component HDMI 2 Movies Wireless HD HDMI 1 Sports HDMI 2 ü ü ü - Video ü ü - ü PC ü ü ü - *Restriction : Combination of usable connected device *The pictures are just images.
New function -HDMI CECHDMI Interlocking System − − You can control the projector, AV amplifier, and player at the same time with just the TW 6000 Series Remote Control. This Remote Control has a back light so you can control several devices at once, even in a dark room. AV amplifier HDMI Un ne Only need this! SE Group Confidential Player ce Un ss ar y ne ce ss ar y
New function -Slide Show. Linkable with USB memory or Digital Cameras – Enjoy slideshow on the big screen with ease!! – Have you ever seen such a big photo flame? ? – Can even be used for interior decoration SE Group Confidential
Options − − − Air Filter Lamp Ceiling Mount 3 D Glasses External 3 D IR Emitter SE Group Confidential : ELPAF 38 : ELPLP 68 : ELPMB 20, ELPMB 22 : ELPGS 01 : ELPIE 01
Envisioned Competitors Sony HW 30 ES (Successor of HW 20) 1080 p 3 D 1, 300 lm Launch Date: Around July（TBD） Successor of Optoma HD 20 1080 p 3 D 1, 700 lm TW 6000 1080 p 3 D 2, 200 lm – We estimate the launch date of the New Optoma 3 D projector to be Oct 2011, or the beginning of 2012. – Because of the new ASIC for Full HD projectors that will launch at the beginning of 2012, we can estimate the launch date is going to be next year if the Optoma uses this ASIC. But if they will not use the new ASIC, the expected launch date will be about the same as EPSON’s. – The Sony HW 30 ES(successor of the HW 20) is a 1080 p 3 D projector. The estimated 3 D brightness is about 144 lm*, at most. *TW 6000 Series is 167 lm. – We will let you know when we get more information. If you get more information, please share with us. SE Group Confidential
Comparison with Full HD 103 inch Displays Epson TW 6000 series Dimension Weight Power Consumption Price No t. R Construction Work eq uir for electric power supply ed No Re Requiret enough space qu carrying the display ire d SE Group Confidential Panasonic TH-P 103 MT 2 W: 420 x D 365 x H 140 mm W 2, 412 x D 871 x H 1, 748 mm 6 kg 321 kg 354 W 1, 350 W Around $2, 000 Around $125, 000 No t. R Construction Work eq uir to reinforce wall and floor ed No Construction Work t R up locking e with the display quir wall and ed to avoid turnover No t. R Huge pressure and eq ui presence whenr not use ed
Q&A for dealers and end users SE Group Confidential
Situation 1 What is the superiority of TW 6000? I want to enjoy movie with my family. It is first time to buy the projector. SE Group Confidential The TW 6000 is a total solution projector ideal for first-time buyers. It has many user friendly functions, and its built-in speakers, wireless HD, and horizontal & vertical keystone correction make it a snap to set up. 3 D and split screen functions guarantee enjoyment for the whole family, and all of these features come at a very affordable price.
Situation 2 What about brightness when playing 3 D? In the past when I’ve watched 3 D TV or movies, they look dark. Is 3 D on this projector also dark? SE Group Confidential The Epson TW 6000 has a high-power lamp engine with a 2 D brightness of 2, 200 lm. This is almost double the 2 D brightness of our competitors’ 3 D projectors. Accordingly, we firmly believe that our 3 D brightness is also higher than that of our competitors.
END of 1080 p lineup SE Group Confidential