'Zero Impact' for global warming- Sharp's goal

Tomio Isogai, Managing Director of Sharp Middle East FZE, commenting on the brand's eco-friendly theme this GITEX said: "As Earth's resources are depleted and as businesses and consumers everywhere become more aware of the challenges of the future, Sharp - as a brand - has taken it upon itself to set the pace for an evolution of technologies that will enable us to sustain and improve contemporary standards of living while reducing our consumption of precious energy resources." Saving energy consumption on one hand while facilitating the generation of energy through non-conventional sources will be the focus of Sharp's strategy for the future. By 2010, the company hopes to become a 'Zero Impact' brand in terms of global warming."

For this, the brand is adopting a multi-pronged approach:

The improved AQUOS line of LCD's: AQUOS - Sharp's LCD display lineup -passed the 10-million production mark this June. The range has been put through a rigorous improvement program whereby the TV's now save a significant amount of energy (approximately 30% less when compared to CRT technology) while delivering an outstanding reception. The flagship model on display this GITEX is the 65" touch-screen interactive system, ideal for commercial applications such as at airports, shopping malls and other public places, as well as for sales presentations for automobiles, jewelry, real estate demonstrations etc.

State-of-the-art Super Green factories: The recently commissioned Kameyama 2 plant for the manufacture of AQUOS LCD is a perfect case in point. The world's most advanced environmentally conscious manufacturing facility, Kameyama 2 features an energy supply system based on integrating diverse power sources distributed within the plant into a single large-scale system independent of the utility power grid. These power sources include the world's largest photovoltaic power system and one of Japan's largest fuel-cell and cogeneration systems. This system covers about one-third of the total electric power requirements for the entire Kameyama Plant, and reduces CO2 emissions from the plant by approximately 40% compared to the level from conventional power sources. In addition, all wastewater from manufacturing processes is recycled. Taken together, these measures result in one of the world's most advanced, environmentally conscious manufacturing facilities.

'Ecolution' provides breakthroughs in Office Automation technology: Sharp is also presenting an impressive range of 12 full-color, feature-rich, network-able digital copiers that use the newly developed Mycrostoner, a development that reduces toner consumption by approximately 30% compared to previous models while giving copies with superb detail and image quality.

Mycrostoner has smaller grains than our previous toner, a factor that contributes to consistent and precise high-quality copies. Besides giving faithful reproduction of neutral skin tones and the minutest details, it also gives perfect printouts of small text and graphs, allowing users to output documents containing text and graphics with amazing detail.

These models boast three major advantages: "ecology" through dramatic reductions in toner consumption and power consumption in fax standby mode; "revolution" as exemplified by the Mycrostoner and other advances; and "solutions" through compatibility with open systems. These three form Sharp's new development concept behind these 12 new color MFP's that offer a quantum leap in document production for the office.

Thin-Film solar modules: Sharp has ranked No. 1 in the world for solar cell production for the last 6 years in a row - accounting for one-fourth of worldwide production - and has aggressive marketing plans for the category in the Middle East, given the region's 350 days of sunshine and rising global costs of fossil fuels. "We believe that this is an opportunity the government planners must take into consideration," said Isogai. "Using solar power, remote villages can be powered, new 'green buildings' that generate their own power can be built and several commercial and residential complexes can be converted into power houses.

Business Goals: Sharp's marketing efforts will focus on redefining what the company stands for and believes in - Sustainability of earth's resources and development of technologies that are truly eco-friendly. This positioning will be reinforced through the company's marketing strategy, creating a distinct brand image for Sharp.