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Despite a host of Chinese front projector makers clamoring into
the market, Epson (Nagano, Japan) (www.epson.co.jp)
plans to increase its share of the Taiwanese market to 30% in
2003, up from 25% last year. Epson puts the market size at 43
K units this year, up more than 40%.
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The company cited a number of actions that it has taken
to gain market share:
- Introduction of 4 new models, some including wireless
connectivity.
- Price reductions across the line, including the EMP-30
home theater projector now priced below $1,500.
- Addition of 2 new dealers and improvements in service
levels for maintenance and repair services.
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As a result of its aggressive marketing, Epson now commands a 50%
share of the business market and has made substantial gains in the
educational sector. Competitors claim that over 60% of Epson's sales
are to government agencies in Taiwan.
Price cuts on additional models are anticipated during the second
half of the year and will help the company to achieve its sales
goals. But the company will face still competition from BenQ,
currently number two in the Taiwanese market and gunning to be
number one. HP, a major OEM customer of BenQ, is also aiming to
become the top seller in Taiwan within three years. Already, HP
claims a 50% share of the under-1 kilogram projector market in
the first quarter this year.
If price competition heats up, you have to wonder if Epson can
keep pace if it does not move all its production of lower-cost
projectors out of Japan. Look for more
Contact:
Insight Media
Annmarie Gabisch, 203-831-8464
annmarie@insightmedia.info
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