To: Peter V who wrote (42206 ) 6/16/1999 10:01:00 AM From: BillyG Respond to of 50808
LGE aims to become No. 1 player in British DTV market koreaherald.co.kr BERKSHIRE, U.K. - LG Electronics Inc., which is aggressively exploring the European electronics market, aims to become the No. 1 player in the British digital TV market by 2002, the chief sales official of its subsidiary said here. Barry Willmore, managing director of LG Electronics U.K. Ltd., said the company will make the United Kingdom the outpost for LG to attack the European electronics market. "We are delighted to be the first on the (British) market with digital satellite integrated TV," Willmore said in a recent interview with The Korea Herald. "It confirms our position as a leader in digital technology as well as in the design and manufacture of innovative televisions." While its global competitors, including Philips and Toshiba, are marketing TVs with separate set-top boxes for the reception of digital signals, LGE has developed a TV with a built-in satellite receiver and decoder. LGE, which began to ship 28-inch satellite digital TVs to Britain last November, also plans to market 28-inch terrestrial DTVs as early as next month and release a flat-screen 32-inch terrestrial DTV at a reasonably low price in the British market beginning in January next year. "Our mid- and long-term strategy is to move from low tech, low priced goods to leading edge, high tech and higher-value propositions," said Willmore. "We are confident that we will dominate the digital categories not only in the British market but throughout Europe in the not-too-distant future." LG's DTV has been cited as a "best buy" by leading British home electronics magazines and newspapers, including the Times, after it was displayed on an electronics retail show which was held early this year. The top official quoted Home Entertainment, a British entertainment magazine, as saying, "In many ways, it (LG's digital TV) has proved a master in that category." He said LGE will sell 20,000 DTVs in the British market by the end of this year and expand sales to 100,000 units in 2000 and 250,000 units to achieve a 10-percent market share by 2002. To venture into the European market, LG forged a strategic alliance with Pace Micro Technology Co., a British-based set-top box supplier to develop an integrated DTV last year. It also maintains a partnership with BSkyB, a satellite digital TV broadcasting service provider. Besides digital TVs, LGE also aims to become a leading supplier of other home appliances, including VCRs and microwave ovens. The company particularly expects drastic growth in sales of refrigerators this year. "We expect refrigeration to be a significant factor in our firm's marketing goals for this year," said Willmore. He posted its sales target of refrigerators at 120,000 units by year-end. Altogether, LGE's sales company in charge of the entire European market expects sales revenues of 112 million pounds this year from LG-brand goods alone. With sales of electronics goods produced on an original equipment manufacture (OEM) basis included, LGE forecast its sales will reach 180 million pounds. Updated: 06/17/1999 by Nam In-soo Korea Herrald corrrespondent