索尼2005年底在欧洲市场失败以后，其欧洲总裁就表示：索尼集团将在06年在欧洲市场提升液晶电视20%的市场份额。
来自DisplaySearch.的一份市场调查报告显示：日本企业在05年第四个季度在液晶电视领域由第三季度的第四名上升到第一名。
在欧洲，即使索尼介绍说公司在欧洲的增长速度已经由原来的10%提升到了14%，但和三星、飞利浦等国际电子集团公司相比还是差很多。Fujio Nishida说，从去年12月到现在，我们仍然有大量的延期交货。
Nishida说，今年（06年）我们期待在欧洲液晶电视市场有60%到70%的增长率，我们会有双倍的销售并争取在市场上占领20%的份额。但索尼没有足够的高质量显示屏支持，而且终端零售店并不支持他的产品，Nishida补充说到。
Nishida继续说到：销售人员会说，“索尼的面板都来自三星和夏普，所以你们不需要多花20%的现金。即使这样，我们依然在面板的技术问题上做了很多努力，在积极改进，现在我们在面板和技术上都有掌握，已经使我们变成了真正的“索尼电视”，现在已经有很多人都再次返回欣赏我们的产品了。
Nishida预测说，由于液晶电视急速下降的零售市场价格，对Bravia和液晶电视的需求，使的今年液晶电视的价格将再次降低20%到25%，在过一年将在下降20%。
索尼预测到2008年，将会有20%的欧洲家庭拥有高清电视，到2010年这个数字将提升到50%。
Nishida再次说到，这是一种非常快的突破速度，“广播”开始于1967年，经历12年的时间到1979年让50%的家庭都拥有了彩电，现在也会只花5年的时间就会有50%的人使用高清电视。（路透社）
Sony Targets 20 Percent of European LCD TV Market
Sony Corp aims to increase its European market share in flat LCD TVs to 20 percent this year after failing to meet demand in late 2005, its European president said.
The Japanese firm climbed to the global No. 1 position in liquid crystal display TVs in the fourth quarter from being No. 4 in the third quarter, according to market research from DisplaySearch.
In Europe, even though Sony says it increased its share to around 14 percent from well below 10 percent, it is still lagging behind Samsung and Philips Electronics as the Japanese firm could not fulfill orders. "We still have huge back-orders from December," Fujio Nishida said. "It was perhaps still one-third" (of orders), he said.
"This year we expect a 60 to 70 percent increase for the LCD market in Europe. We will more than double (sales) and increase the (market) share to over 20 percent," Nishida said. This meant Sony did not have sufficient access to high quality displays, but also that retailers did not support its products, Nishida added.
"A salesman can make up a story that Sony’s panel was coming from Samsung or Sharp, so you don’t have to pay 20 percent more, even though we do a lot of enhancement technology on top of the panel. Now we have both, panel and those technologies, which makes it a real Sony TV. That’s the message. Now it’s a real Sony and has people coming back to us," he said.
Booming demand for Bravia and LCD TVs from other vendors will be driven by sharply falling retail prices. LCD TVs will become 20 percent to 25 percent cheaper this year and another 20 percent next year, Nishida reckons.
Sony expects that by 2008 around 20 percent of European households will have a high definition (HD) TV set, rising to 50 percent by 2010.
"That’s very quick penetration. When you look at color TV, broadcasts started in 1967. It took 12 years to the end of 1979 to get 50 percent of households to have color TV. It will only take 5 years after the introduction of HD TV broadcasts to reach 50 percent of penetration of HD households," he said. (Reuters)
信息来源：慧聪网家电行业频道
