Nothing is lost

with FULL HD AQUOS

HANS KLEIS

CEO Sharp Electronics Europe
LARGE SIZE LCD BEATS PLASMA!
As the LCD TV market further matures and grows, in this Special CeBIT edition, Hans Kleis, CEO of Sharp Europe delivers several major announcements underlining Sharps commitment to the market as a true technological leader.
Hans Kleis: Some big news came in the past couple of months with the announcement by analyst Ross Young from DisplaySearch that in Q4 2006, production worldwide of 42 LCD overtook that of 42 plasma! So in the sweet spot of 42 inches, which the plasma manufacturers thought was their firm stamping ground just a couple of years ago, for the first time now they have been beaten, and that trend will continue. So of course people thought that this being the case, LCD could never beat plasma in the very big sizes. Thanks to Sharps new Kameyama II plant, we have also proven this wrong, in January this year making the biggest direct view TV in the world at 108 beating plasma! In 2007, I believe LCD TV will truly become the main player in the TV market, while the primary screen size will shift from 30 to 40 inches. 2 SPECIAL REPORT by cleverdis March 2007 www.cleverdis.com
Sharp Now Manufactures LCD in Europe
Last year, the big news was the opening of our Kameyama II plant in Japan. This years big news is the launching, in January, of our new factory Sharp Manufacturing Poland (SMPL). The initial production capacity of LCD modules at SMPL amounts to 100,000 modules per month for the fast growing European LCD TV market. These modules will go into flat LCD TVs to be manufactured by Sharp Electrnica Espaa S.A. (SEES) in Spain and Loewe Opta GmbH in Germany. The production capacity will be enhanced step by step in order to meet the fast growing demand for LCD TVs on the European market. With the new Sharp LCD module factory in Poland, we are underlining how important Europe, the LCD TV market of the future, is for our company. For 2007 we expect LCD TV demand to reach 27 million units in Europe. With the factory in Torun we want, on the one hand, to be able to better meet the high demand for LCD TVs in Western Europe and, at the same time, reduce the time to market. On the other hand, we are deliberately investing in Eastern Europe with this factory, since countries like Poland, the Czech Republic, Hungary or Slovakia belong to the fast growing European LCD TV markets which will gain more and more importance in the future. Therefore, Sharp plans to additionally extend production lines in Torun in 2007 in order to be able to manufacture also complete LCD TVs here. The sum invested in the new factory is about 44 million euros. Currently, the new plant has a staff of 800 employees.
Hz picture enhancement technology provide for optimal viewing of crystal-clear pictures. Featuring screen diagonals of 46 inches (117 centimetres) and 52 inches (132 centimetres), respectively, and full high definition resolution of 1,920 x 1,080 pixels, HDTV can be enjoyed in full 1080p quality on the new AQUOS models. On these new models, we have totally eliminated ghosting effects from the display by doubling the frame rate to 100 Hertz (Hz) through interpolation. Moreover, with truD HD, we have integrated a full host of picture enhancement technologies into our new Full HD TVs which optimise the displays picture and colour reproduction.

BD-HP10

The Icing on the Cake - AQUOS LCD TV with Blu-ray Disc player
When people become accustomed to the beauty of images on their Full HD TV they will find it difficult to forego the stunning films and other features that are now hitting the market in Blu-ray Disc format. The new BD-HP10 Blu-ray player from Sharp is on show at CeBIT and will be available for sale from April. The Blu-ray Disc offers a storage capacity of up to 50 gigabytes providing the user with many hours of high-definition programmes and highquality surround sound.

Kameyama I and II biggest LCD fab in world and first all-in-one plant
In January 2004, Sharp opened an incredibly advanced facility for the integrated production of AQUOS - from the manufacturing of LCD panels to assembly of final products - in Kameyama, Japan. In October 2006, the second plant began operation. Together, the two factories are able to yield up to 20 million 32-inch televisions per year. Kameyama is also unique in its respect of the environment. A cogeneration system and photovoltaic power generating system supply the plant with about one-third of the energy needs in-house and thus together with using exhaust heat, the plant reduces CO2 emissions by about 40% compared with conventional models. In addition, the plant collects all the waste water from the production process and recycles it with water purification technology.

Contents

HDTV IN EUROPE Advantages of LCD in HDTV LCD - IT'S EVERYWHERE LCD has come a long way in the past few years ABOUT LCD TECHNOLOGY How does it work? DIFFERENTIATION through variety SHARP MAKES WORLDS BIGGEST TV 108 LCD COMMENT on Sharp & flat TV market ECO LABELS Environmental protection 14

New at CeBIT

At CeBIT 2007, we are not only presenting the worlds biggest TV (108 LCD), but also have two new premium segment LCD TVs the AQUOS LC-52HD1E and LC46HD1E. Thanks to fast response times of only four milliseconds and two HDTV tuners, the new flagships from Sharp are heading for premium entertainment in the living room. A dynamic contrast ratio of 15,000:1 and the 100
CONCLUSION 15 SHARP Giving true meaning to Cutting Edge

Glossary

15 SPECIAL REPORT by cleverdis March 2007 3

www.cleverdis.com

Advantages of LCD in HDTV

HDTV IN EUROPE

HDTV Roll-Out
According to Pacome Revillon, Managing Director, Euroconsult, penetration of HDTV sets should reach 20% of European households in 2010, and close to 10 million households may subscribe to HDTV services at that time According to Euroconsult, the multiplication of HDTV channels, the introduction of HD disc media (Blu-ray Disc and HD DVD) and the development of standards such as the HD Ready label are all instrumental in the adoption of HDTV by TV viewers.
Industry pundits agree that there are 3 main forces driving the changes in the world TV market at the moment: The availability of large flat panel displays at descending price points The switch from analogue to digital The introduction of HDTV As potential buyers see more and more HD images on TVs in stores, they will be increasingly attracted to buy HD Ready equipment and ensuring they have HD sources. There has been a vicious circle in the past. People have not bought HDTVs because few channels were broadcasting in HDTV. Broadcasters have not been broadcasting in HD because not only did viewers not have HD capable TVs, there were also no programmes available, and equipment was expensive. All these factors are changing at the same time. The prime mover is the fact that HD-Ready TVs are becoming the norm, and in a couple of years, channels not broadcasting in HD will be like those continuing to broadcast in black and white after the colour change-over. Europe's HDTV Beginnings After the launch of Europes first HD satellite service Euro 1080 in 2004, a number of countries in Europe are now starting to roll out HDTV services. Germany's ProSiebenSat1 Group was the first national TV corporation in Europe to use the new highresolution format, with its two channels broadcasting in HDTV alongside the standard format. Both HD stations started broadcasting on October 26, 2005, via the ASTRA satellite system.

Germany is currently the most dynamic high definition market from the supply side, says Revillon. Following the launch last year of two HD channels by ProSiebenSat.1, the pay-TV platform Premiere also introduced a package of three HDTV channels. The development of the German HDTV market will be favoured by the low penetration of terrestrial TV reception, with more than 95% of households receiving TV through satellite and cable. HDTV market drivers include 43% of TV reception by satellite, currently the most flexible delivery network for HDTV. The push of Premiere will also be instrumental in the development of high definition.
Of course, the World Cup was a strong opportunity to promote the HDTV experience and to increase the viewers' interest. The German market is expected to continue to have the largest number of households equipped with HDTV sets over the next ten years.
4 SPECIAL REPORT by cleverdis March 2007
there is no way to sell an HD TV if the buyers cant get content.
HD TV The Future is in the Content
Gabriel Fehervari, CEO Euro1080
Selling HD TVs is one thing, but its important to be able to know that content is going to be more readily available. This exclusive interview with Gabriel Fehervari, CEO of the Europes first HD channel Euro 1080, gives us some insight into the roadmap for content
We started the channel three years ago as a sister channel of the production company Alfacam which is probably still the most productive company in High Definition. Alfacam produces more than 900-1000 projects a year in High Definition now. The channel was first opened as a demonstration channel, because talking about HD is not good enough you have to show it. So the first purpose of Euro 1080 at that time was showing it in all corners of Europe. This launch model the Pan-European one will continue on until 2010 or maybe longer. In the meantime, we are also distributors of MPEG-4 HD desktop boxes and we are developing new regional channels with culture channels and sports channels for various platforms. Its what we call the multi-regional model. In many cases today, and especially in countries like Turkey and the Ukraine, networks are jumping directly from analogue to HD digital. With MPEG-4 available today there
is nothing preventing channels moving over to HD TV.
So content will drive the market?
Of course there is no way to sell an HD TV if the buyers cant get content. I believe in any region there should be an HD offer of at least 5 channels. On the second of April in Belgium, the cable companies are launching an HD offer of 5 channels. In the Netherlands since a couple of months, and in every other major territory there are at least 4-5 channels available. This will be the inflection point for the sale of HD TV sets. Its like when colour TV came out. At that time one third of the programmes were in colour and the rest were in black and white. People would automatically zap to the colour channels. The same will be true for HD TV. But its not enough to show HD content in the stores; the people have to know they can receive it when they arrive home, and here, packaged HD media will also help drive the market. What I expect to really drive the market as we approach 2008 is the fact that he next Summer Olympics will be broadcast in Full HD. This will create a true buzz around HD TV!

Many sports events are now covered in HD
SPECIAL REPORT by cleverdis March 2007 5
LCD aIT'Sway in the past few years EVERYWHERE LCD has come long
New! Sharp Launches New Premium 46 and 52 Inch Full HD TVs at CeBIT 2007
Sharps premium class comprises screen diagonals of 52 or 46 inches the new AQUOS LC-46HD1E und LC-52HD1E, featuring Full HD resolution, 100 Hertz picture technology, and an integrated 160 GB hard drive recorder. These features make LCD TVs the ultimate visual interface for multimedia applications. On the hard drive photos and films can be stored, via the HDMI interface HD gaming with a console becomes possible, audio systems deliver perfect surround sound in the home cinema. With a dynamic contrast ratio of 15,000:1 (static 3,000:1), the displays produce clearly separated colours and sharp contrast. Sharps newly developed multi-wavelength backlight already displays 95 per cent of the displayable NTSC colour spectrum. This makes skin tones appear more realistic, for example, and subtle colour differences come out better.
LCD is the only technology available today that (still) caters for sizes of just a few centimetres (phones, digital still and video cameras, in-car use, etc.), passing by medium sized screens (PCs, Portable TVs, etc.) right up to large flat screen TVs. We first noticed the true onset a few years ago, as LCD monitors started to become commonplace in the office, and then at home. But in the consumer sector, the inclusion of LCD TVs is still a relatively recent phenomenon, whose popularity has been caused by a marked drop in prices, thanks to new economies of scale in LCD production. Today, LCD is almost omnipresent, facilitating our daily lives in ways we never would have dreamt about even just a few years ago and Europe is at the heart of this change in paradigm, with consumers finding it easy to integrate LCD TVs into virtually any room in the home.

LCD Technologies

Application Products

New-mode display

LCD monitors, large-screen LCD TVs
Reflective/transflective display
Color mobile phones, games

David becomes Goliath

While having its roots in the smallest LCD displays calculators and watches Sharp recently decided to push LCD technology to its limits, creating the biggest LCD TV on the market bigger than most of the Plasma TVs youll find in the shops today a 65 LCD TV! The new 65 LC-65GD1E features a full-spec highdefinition LCD panel with resolution of 1,920 H x 1,080 V pixels that can precisely display digital content in high definition format (1080i).

TFT-TN color display

Notebook PCs, PDAs, camcoders, digital still cameras, pocket TVs, car navigation systems

Graphics display

Word processors

Static display

Games, watches

Segment display

LCD electronic calculators
6 SPECIAL REPORT by cleverdis March 2007

Helping the Environment

As light conditions in your room change, the brightness of the TV is automatically adjusted thanks to Optical Picture Control (OPC). So while an ideal picture is displayed, power consumption is reduced as far as possible. This continues along the lines of Sharps Green TV Manufacturer policy. All AQUOS TVs are made from eco-oriented materials and design, convenient for recycling.
LCD - the dominant display technology
Just as the CRT dominated the electronic display industry for the twentieth century, LCD dominates the start of the new century. LCDs started Bob Raikes as the ideal display for portable President applications and now dominate not only the mobile phones, PDAs and MP3 players that go with us everywhere, but have driven CRTs from the desktop and now from the living room. Other technologies, such as PDPs, CRTs and OLEDs can only find niche markets or limited applications.The versatility of the technology has driven the growth of the TFT LCD industry to a value of $60 billion in 2005 with further growth to $69.8 billion expected in 2006. In 2005, TFT LCDs represented 71% of the revenue of the whole electronic display industry in 2005 and is forecast to be 81.6% in 2006. The key to this immense success has been the ability of the LCD makers to drive costs down at 20% per year or more, while improving every aspect of the displays performance in colour, viewing angle, speed, contrast, power consumption, size and weight at the same time. Its hard to remember that the first 10.4 TFT LCDs for notebook computers were just 640 x 480 and cost $2,500 as a raw panel just thirteen or fourteen years ago!
Sharp Wins Engineering Emmy
In November 2004, The National Television Academy awarded a Technology and Engineering Emmy Award to Sharp for its development of Direct View Liquid Crystal Display Screens. Launched in 1948, the Emmys recognise companies, organisations and individuals for breakthroughs in technology that have a significant effect on television engineering. According to Peter O. Price, President of the National Television Academy, Our long tradition of recognizing technology in television honours both the science of the medium as well as the applications which are now expanding the universe of our profession.

SPECIAL REPORT by cleverdis March 2007 7
ABOUT LCD TECHNOLOGY how does it work?

Advantages of LCD

LCD has a number of advantages with regard to plasma. To begin with, LCD is much lighter, meaning the average person can easily carry an LCD TV or monitor from one room to another. In this day and age, where power consumption is a major issue, it's important to note that LCD has lower power consumption and lower heat emission, which means no fan is needed and saves air conditioning costs. As HDTV becomes increasingly attractive, with more and more channels coming on line, LCD will gain further ground, because it's easier to attain higher resolutions, particularly Full HD resolution (1920 X 1080). If you want to use a TV or monitor in strong ambient light conditions, LCD is by far and away the best choice.
About 100 Hz Picture Technology in New AQUOS TVs Eliminating Ghosting Effect
LCD TVs always display one picture until the next picture follows. Picture sequences in 50 Hz, customary so far, do not appear one hundred per cent sharp to the human eye. In order to avoid this, the number of pictures per second is doubled from 50 Hz to 100 Hz. For the new 100 Hz Sharp TVs this means that one picture is not displayed eight, but only four milliseconds now. The 100 Hz technology uses interpolation to produce so-called intermediate pictures from two original pictures. In addition, pauses between the pictures are eliminated thanks to this technology, so that one picture is followed by the next without interruption. Even with fast camera pans or in sport scenes, the picture remains needle-sharp with brilliant colours. In order to make fast action scenes appear not only sharp, but also without judder effects, Sharp has also reduced the response times of new LCD TVs to four milliseconds ensuring that video games and action movies are even more fun.

RGB Plus 2 Technology

While cathode ray and plasma technologies rely on phosphors that are excited by electrons which makes them light up, the light in an LCD screen is provided by a backlight, meaning that if the backlight is brighter, the screen will consequently also be brighter. In some of the bigger screens there may be several backlights. The reason why an LCD TV generally didn't have as good a colour gamut as CRT screens until now was due to the light originating from the back light not necessarily having the spectrum necessary. The colour space of the RGB Plus system with four wavelength backlight has been extended to include the colour pure Green. This expansion of the colour space now makes it possible to cover an impressive 95% of the NTSC colour space.

Contrast and Response Time
With a dynamic contrast ratio of 15,000:1, Sharps premium models attain a response time of 4 Ms. In realtime, the bright and dark areas are adjusted with dynamic contrast enhancement. Different image planes are clearly and distinctly separated and create what appears to be a three-dimensional presence.

Kameyama II Eco-Aware

DID YOU KNOW? About one third of the electrical energy needed for production at Kameyama II is generated in combined heat and power plants run on natural gas. Waste heat is recovered and used in air conditioning, for heating water and for producing steam. One of the worlds largest pV systems assists the CHp (cogeneration) plant in producing energy. Furthermore, all the waste water is collected from the production process and recycled with water purification technology. The plant is thus what Sharp terms an environmentally improved factory.
8 SPECIAL REPORT by cleverdis March 2007

Kameyama II

Sharp's Kameyama Factory World's First Generation 8 Plant
The Kameyama plant is the only place in the world with a manufacturing set-up that incorporates both LCD and TV production. According to Sharp, the great advantage of having LCD and TV engineers working in the same factory is that they can then easily meet and discuss technological issues. This makes it possible to produce LCD panels constructed to an optimised TV specifications, and to design TV circuits and image-processing device that make best use of the advantages of LCD panels, involving the amalgamation of the skills of master engineers from two different fields. The Kameyama plant II produces large LCD panels by using the world's largest (8th generation) mother glass, which measures 5.31 m2 in area and 0.7 mm in thickness, and which is 2000 times smoother than normal glass. The liquid crystals are slotted into a 3-micrometer gap between the two layers of glass. www.cleverdis.com
Production of LCD Modules in Poland by Sharp Underlining Importance of European Market
With the launching of production this year of LCD modules at Sharp Manufacturing Poland (SMPL) in Torun, Poland, Sharp underlines the significance of the European market in its global strategy. Initial production capacity amounts to 100,000 modules per month. The LCD modules go into flat LCD TVs to be manufactured by Sharp Electrnica Espaa S.A. (SEES) in Spain and Loewe Opta GmbH in Germany. The production capacity will be enhanced step by step in order to meet the fast growing demand for LCD TVs on the European market. With the factory in Torun, Sharp plans to be able to better meet the high demand for LCD TVs in Western Europe, while also reducing the time to market. The sum invested in the new factory is about 44 million euros. Currently, the new plant has a staff of 800 employees.

COMMENT

by Ross Young Founder & President DisplaySearch
same time, plasma suppliers will try to do the same thing, matching LCDs in resolution and brightness and exploiting their advantages in moving picture performance and highlight contrast.
Sharp is still number one in Japan and is one of the leading So how would you summarise Sharp's position in the market? brands in the US and Europe. What makes them unique Sharp is the dominant brand in Japan and one of the top 5 relative to their competitors is that they focus on all sizes, brands in all other regions. They service the whole LCD TV with products ranging from 20 inches to 65 inches, and market from 13 to 65 inches and are a leader at low they try to be the leading edge in terms of resolution. They resolution and high resolution. They are on the cutting edge were the first major brand with a 1080p product. But at the of LCD manufacturing and device same time they offer lower-resolution technology, offering a great picture at products as well. They still sell a lot of an excellent price. Sharp is in a good VGA products. So they try to be a full service provider, servicing the whole position to lead in the next What do you see as being the main advantages of LCD as opposed to market as opposed to focusing on just large size categories Plasma? the high end like some other brands.
What do you feel will be the result of the opening of Sharp's Generation 8 Kameyama plant in Japan?
This plant has enabled Sharp to jump to the forefront of quality and pricing at 46 inch and 52 inch sizes. This fab is optimized for these two sizes giving Sharp a cost advantage and sufficient supply to drive significant share gains at these sizes.
Plasma manufacturers have not been standing still as LCD has been progressing. How do you see LCD positioning itself against plasma?
LCD took leadership in the 40-42 inch market in Q406 from plasma, much faster than anyone expected. LCDs now have the advantage of 1080p at this and other screen sizes and we expect LCD manufacturers to exploit this until plasma can compete on price at 1080p with LCD. LCD manufacturers will also exploit their brightness, contrast and other advantages. In addition, as LED backlights with local dimming and 100-120Hz refresh rates are implemented, LCD manufacturers will claim they can match all of plasmas advantages in motion blur and highlight contrast while maintaining resolution and brightness advantages. At the

2002 2003

TFT LCD 2006 Projected
According to measurements we've taken across the screen, LCD's are ten times brighter than Plasma. Also resolution is an advantage, which will grow in importance as more 1080p movie titles become available and Blu-Ray and HDDVD player prices come down. We expect to see more LCD's focussing on 1080p compatible with those DVD players. There's definitely a lot of promotion for the second half of this year focussed on 1080p, and they won't involve plasma because there's no 1080p plasma available below $4,000. So we think resolution will become of growing importance in the consumer's mind and that will favour LCD. On a revenue basis, in the last year, LCD TVs grew more than twice as fast as competing technologies with its share rising from 18% to 32%. Including plasma TVs, flat panel TVs accounted for a majority of revenues with a 51% share, up from 33%, with CRTs falling from 51% to 38% and RPTVs falling from a 15% to an 11% share.
Ross Young is the founder and President of DisplaySearch. He has appeared on NBCs The Today Show and is regularly quoted in numerous national publications including Business Week, Forbes, Fortune, New York Times, USA Today, the Wall Street Journal. Prior to founding DisplaySearch, he served in senior marketing positions at OWL Displays, Brooks Automation, Fusion Semiconductor and GCA in the driver IC, flat panel automation, etch and strip and lithography markets respectively. He authored a book on U.S.-Japan high tech competition entitled Silicon Sumo: U.S.-Japan Competition and Industrial Policy in the Semiconductor Equipment Industry, published by the University of Texas, which offered a unique perspective on U.S.-Japan competition. DisplaySearch is part of The NPD Group and provides leading market research and consulting on the entire flat panel display (FPD) food chain, including component suppliers, equipment manufacturers, FPD producers, OEMs, brands, distributors and retailers.

TFT LCDs Revenue Share

Other technologies

Source:DisplaySearch

SPECIAL REPORT by cleverdis March 2007 13

Environmental Protection

ECO LABELS
covers several product categories (PC, refrigerator, TV, washing machines, etc.) TV appliances with the Eco-label have: reduced energy consumption during use and stand-by, few harmful substances, designs for improved durability, easy disassembly and recycling, user information for environmentally-friendly use
It is important to note that at many levels, Sharp is working very hard on being known around the world as the Green Minded TV manufacturer. To whit, the Sharp Corporation has adopted a number of policy guidelines for an allembracing environmental management strategy: To promote environmental awareness throughout the organisation To create environmentally advanced technologies and products To minimise the eco-footprint of its factories and production processes To environmentally optimise its logistics and packaging To comprehensively communicate environmental themes to its customers and partners On this basis, Sharp Corporation claims that it is consistently pursuing the aim of shaping the future as an environmentally advanced and progressive company aspiring to sustainable growth, and championing the protection of the environment in equal measure.

Sharp LCD TVs Eco-Awareness with Distinction
Many Sharp products now have national and international environmental labels. Our SH1 LCD TV series was the worlds first generation of TVs to be awarded the EUs Ecolabel. LC-13SH1E, LC-15SH1E, LC-20-SH1E, LC-20S4E, LC-26P50E, LC-32P50E, LC-37P50E, LC-26GA6E, LC-32GA6E, LC-37GA6E, LC-32GA8E, LC-37GA8E LC-32BV8E, LC-37BV8E, LC-26SA1E, LC-32SA1E LC-26SV1E, LC-32SV1E, LC-37SV1E, LC-37SA1E LC-42SA1E, LC-32RA1E, LC-37RA1E, LC-32SA1EA LC-32SV1EA, LC-20S5E, LC-15SH2E, LC-20SH2E LC-32GA6E, LC-32GA9E, LC-37GA9E, LC-32BV9E LC-37BV9E, LC-26P55E, LC-32P55E, LC-37P55E LC-20SD5E

Recycling

An ever more important criterion, especially with the implementation of the European WEEE directive in the European member countries, Sharp has assured the easy dismantling of sets and the careful choice of recyclable materials to increase reusability after the usage phase of the product.
What is the European Eco-label?
The conservation of nature is in the common interest of many companies and consumers. The aim of manufacturing innovative products that harmonise with environmental factors is also encouraged by the European Commission. Since 1992 the EU Commission in co-operation with its member states has established a certification scheme for products and services: the European Eco-label. The European Eco-label, also called the Flower: is a voluntary eco-label scheme can only be met by approx. 30% of the products per category on the market (thus guaranteeing that the selected products meet strong environmental criteria) has been awarded to more than 300 licensed companies on more than 2000 products 14 SPECIAL REPORT by cleverdis March 2007

LC-37GA9E

SHARP Giving true meaning to Cutting Edge
LCD TV has finally come of age. This may sound a little outlandish, as LCD TV has of course been around for a while now, however we have arrived at a kind of inflection point, where for the first time, LCD is finally able to efficiently cover all the main sizes of TVs sold in Europe. Until now, the very large sized LCD screens (between 40 and 60 inches) were extremely difficult to produce efficiently. Sharp's Kameyama plant in Japan, producing generation 8 mother glass, circumvents this difficulty and consequently means that the large screen sector, until recently catered for only by plasma and projection devices, is henceforth also the stamping ground of LCD. In addition, it has to be noted that the biggest LCD screen sizes (over

CONCLUSION

by Richard Barnes Editor in chief Cleverdis
60) offered by Sharp, are truly on the upper edge of what the European market demands and what it will demand in the foreseeable future. Parallel to this, Sharp's dedication to the development and promotion of FULL-HD screens will also auger well for the future of the industry, driving all those involved in image production to aim for this quality level as being the new standard in years to come. It is evident that a number of technologies will cohabit the market side by side for many years to come, however the only single technology that efficiently covers all segments is LCD, and as the true pioneers in this technology, Sharp are placed in a very exciting position for the future.
Aspect Ratio: The ratio of image width to image height. Wide screen TV's and HDTV are generally 16:9 aspect ratio, while the format we have generally been used to until now has been 4:3. Coaxial cable: A cable in which one conductor is accurately centered inside another, with both conductors carrying signal - primarily for the transmission of high frequency, such as digital signals or television. Composite Video: The composite video signal is one where the luminance and chrominance are mixed together. Component Video: Video transmission that uses three separate video lines: one for luminance (black & white), and the remaining two for colour. Contrast Ratio: The ratio between the darkest and lightest spot on a screen. CRT: Cathode Ray Tube, used in direct-view TV monitors, computer desktop monitors and tri-tube projection devices. DTV: Digital TV - a broadcast standard, which will ultimately replace analogue television broadcast signals we receive today. DVI: Digital Visual Interface FULL-HD: (see explanation of HDTV below) - Devices that have a resolution of at least 1080 lines. HDTV: High Definition TV. This refers to new broadcasting and reception standards based on a much higher total number of pixels than on a standard PAL or Secam screen. The basic HDTV standards currently on the market are 720p, 1080i and 1080p. HDTV images are much clearer and sharper than standard PAL/SECAM images. See also pages on HDTV in this Special Report. HD Ready: Refers to televisions, monitors and projection devices that have at least 720 lines resolution, and that can also display (through down conversion) images of 1080 lines. LCD: Liquid Crystal Display - The active matrix LCD is also known as a thin film transistor (TFT) display. OPC Function: A function specific to Sharp TVs which automatically adjusts the back-light's brightness level based on ambient light levels around the TV, giving users an optimal picture and preserving the brilliance of their TV for years to come. PAL: Phrase Alternation Line - a type of television signal, used in most parts of the World outside the USA. Pixel: short for "picture element - the basic unit of programmable color on a computer display or in a computer image. These are the tiny dots that make up a TV screen. Plasma Display Panel (PDP): a display in which each pixel on the screen is illuminated by a tiny bit of plasma or charged gas, somewhat like a tiny neon light. Progressive Scan: Video signal in which all the lines making up the image are displayed one after the other, from top to bottom in one single sweep. Resolution: the number of pixels contained on a TV or monitor, expressed in terms of the number of pixels on the horizontal axis and the number on the vertical axis. RGB: Video signal in which the chrominance is totally decoded in three primary colors - Red (R), Green (G) and Blue (B). SECAM: Abbreviation of Systme Electronique Couleur Avec Memoire - TV standard generally used in France. TFT: Thin Film Transistor. This refers to Active Matrix LCD panels. VGA: Video Graphics Array a display mode introduced by IBM in 1987 that allowed a choice between 16 colors at 640 x 480 pixels or 256 colors at 320 x 200 pixels. Widescreen: A television with an aspect ratio of 16:9. WXGA: Wide XGA (see XGA). XGA: Extended Graphics Array 1,024 by 768 resolution in 65,536 colors.

A CLEVERDIS Publication 65 avenue Jules Cantini - Tour Mditerrane - 13298 Marseille France Tel : + Fax : + E-mail : info@cleverdis.com www.cleverdis.com SARL capitalised at e128,250 - VAT FR 95413604471 RCS Aix-en-Provence B 471 - 00024 Publisher: Grard Lefebvre (gerard.lefebvre@cleverdis.com) Publishing Director: Jean-Guy Bienfait (jeanguy.bienfait@cleverdis.com) Editor-in-Chief: Richard Barnes (richard.barnes@cleverdis.com) Design & Page Setting: Valentina Russo (valentina.russo@cleverdis.com) Printing: Imprimerie Toscane, France With the participation of: Dominique Delours (dominique.delours@cleverdis.com), Raphal Pinot (raphael.pinot@cleverdis.com), Bettina Spegele (bettina.spegele@cleverdis.com). CLEVERDIS 2007 - Registration of Copyright March 2007
SPECIAL REPORT by cleverdis March 2007 15

AQUOS_210 x 297_52_eu

05.03.2007

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NOTHING IS LOST WITH FULL HD AQUOS
In golf, what isnt seen is as crucial as whats noticed. But even the best players in the world dont pick up on everything. Seeing the game through 6.2 million pixels on a large screen AQUOS makes that obvious. On an AQUOS, lost balls are found. The line of a putt is right in front of you in glorious colour & detail from a wide viewing angle. See every detail of every hole with full high-definition 1080 lines of resolution*. Full HD AQUOS from Sharp, one of the leaders in LCD technology. Learn more at www.moretosee.com
*Not all features available on all models.

Marketing-Guide for EU Ecolabel ompanies c
How to make the EU Flower visible in your marketing

R O E U P

C O E L A B
Products: www.eco-label.com
Product catalogue: www.europa.eu.int/ecolabel
booklet Why do we write this manual?
Exploit the full potential of EU Ecolabel marketing to your benefit!
The EU Ecolabel (also referred to as the Flower) is an effective instrument for sustainable marketing by best-practice companies striving towards a sustainable economy in Europe. So far over 560 companies with some 2.000 products have already put their trust in the Flower. Together their turnover already totals about a billion euros (2007). Point-of-sale checks have revealed that in many instances licence holders are by no means taking advantage of the full marketing potential of the Flower-designated products they distribute. Experience has shown that effective Ecolabel marketing can drive a companys success. It is for this reason that we are pleased to present this booklet containing examples of best practices to effectively make the Flower visible on products and in marketing communications. This is a key criterion to increasing sales: the better you communicate the Flower to your customers, the more you will benefit! Take advantage of the services we offer. We hope you will draw inspiration from the examples and ideas given in this booklet. Please feel free to tell us about your own examples and experiences, thus contributing to the cross-marketing synergy of Ecolabel marketing. Whenever you need special expertise whether it be for design or for a promotion strategy please accept our offer of advice and support, and contact your Competent Body.
It takes some months to match all the challenging criteria of the EU Ecolabel. With the award of the EU Eco-label you will have the right to use it in your daily business. And it makes good business sense that your guests recognise your hotel or camp site as an environmentally committed company. The German survey Holiday Travel and Environment, January 2005, revealed that between two thirds and one third of tourists expect environmental commitment by travel agencies, tour operators, holiday resorts and accommodation. 51% of tourists opt for environmentally friendly resorts and accommodation, while 84% prefer an unspoilt environment at their destination. Following these aspects it can be stated that there is a crystal clear demand to improve the visibility of your environmental performance in your marketing. The following marketing guide has been developed to assist eco-labelled hoteliers in mastering a successful way to present their environmental commitment. It shall facilitate the implementation of the EU Eco-label in successful tourism marketing. It is the main objective to find a personal profile which enables your company to find its Unique Selling Proposition. Please note that successful marketing is long-term planned and will make necessary steps of periodical controlling measures. The following guide will elaborate key factors and provide case applications which will help to find a practical way to implement it. And it will offer you an opportunity to maintain the communication towards the guests as a dedicated tourism provider. The mission statement therefore could sound Be environmentally committed and tell it to your guests.

Content

New consumers needs Strategy and claims Best practice - an overview Green campaigning Best practice - examples Information and contacts Marketing checklist 21
Imprint: Produced by Energon/G&L on behalf of the European Commission. 2007
New consumers seek orientation. Sustainable companies need signals which indicate that they are matching demand.
New lifestyles. In the face of globalisation and climate change, consumer markets are also changing rapidly as people demand healthier and more eco-sound products. A new Lifestyle of Health and Sustainability (LOHAS) is emerging, and already accounts for a third of society in the industrialised countries!1 The EU Ecolabel enables you to demonstrate clearly that your products are already in line with the new market trends! In order to identify sustainable products and services, people need reliable information and indicators. In their search for orientation, they are often confused by the overabundance of independent, industry-specific, national and regional certificates, symbols and claims. This is where the co-operation between national organisations and the EU Ecolabel comes in, offering an increasingly harmonised system of universal criteria for a growing range of product groups coupled with independent certification. The scheme comprises on the one hand highly credible national Ecolabels with varying brand awareness on their domestic markets, and, on the other, the EU Flower, which is becoming steadily more well-known on both international European and worldwide markets. Experience has shown that products bearing the Ecolabel presented in combination with an efficient Eco-promotion can lead to increased sales. For instance, a Danish Flower Week campaign focussing on childrens products bearing the EU Ecolabel and the Nordic Swan boosted sales by up to 600% (see article on page 12). Flower licence holders have also contributed best-practice examples of effective Ecomarketing and logo placement with the EU Ecolabel (see articles on pages 16 and 18).

Successful

implementation of the

EU Ecolabel in your

marketing
Benefit by actively using the Flower logo!
This is probably the most important measure you can take to obtain maximum benefit from this certificate: the Flower gives added
Ecolabel in all the catalogues they print themselves. It is only as a result of such activities that the consumer will be able to identify this added value!
C O B E L A your customers: Ensure that the Flower is clearly visible on your
products and communications! There are many ways to make the EU Ecolabel visible in your company. The following basic recommendations are easy to implement, but you can also develop further ideas. Give your marketing design a personal touch
value to L your products! It therefore pays to communicate this to
PUBLIC RELATIONS AND ADVERTISING
The Flower allows you to paint a sustainable picture of your company and its products! This necessitates only that, wherever applicable, you integrate it into all your companys communications. You can use the Flower virtually anywhere certified products are mentioned. The following are the most important examples of using the Flower symbol.
Screenshot taken from a catalogue of Leiner, a large Austrian furnishing house.
Marketing measures to adopt
Being certified with the Flower is a great achievement but now it is necessary to show it to your customers, too.

Product Brochures

Try to integrate the EU Ecolabel whenever you produce specific product brochures. Your customers will be happy to read that the products they wish to purchase are also environmentally safe!
PRODUCT & POINT OF SALE Product packaging & the product itself
To begin with, use the Flower logo in combination with the wording EU Ecolabel or European Ecolabel, which should be visibly placed on your products! In the description of a product certified with the Flower, it is always a good idea to describe what it stands for!

Company brochures

It is also worth mentioning the Flower in your general company brochures.
A successful example for implementing the Flower on the website

Website

It does not take much effort to include the EU Ecolabel on the home page of your website. Take care to ensure that the logo is linked to the official website of the European Commission (www.ec.europa.eu/Ecolabel). This creates an official impression and convinces visitors about the efforts you have made to meet the criteria.
Legal conditions on using the Flower:
2.1. The holder shall refer to the award of the Ecolabel only in relation to the product referred to in Article land in the Annex of this contract. 2.2. The holder shall not advertise or make any statement or use any label or logo in a way which is false or misleading or which results in confusion or calls into question the integrity of the Ecolabel. 2.3. The holder shall be responsible under this contract for the manner in which the Ecolabel is used in relation to his product, especially in the context of advertising. (quote from license agreement)
Point of Sale productions
People get in touch with your products at the point of sale (POS). There, it really makes sense to demonstrate that your product bears the Flower, so apply it to all your product racks, dispensers, shelve stoppers and crowners!

Press work

It is a good idea to report on the fact that you have taken a step towards improving the environment: journalists will be happy to hear that your company has done so! This may include sending out a press release once you have obtained the Flower, or you may consider mentioning it in your next product PR articles or at PR events.

Inform your retailers!

This point is extremely important! Inform your buyers that your products carry the EU Ecolabel! Motivate them to include references to the EU
Advertisements referring to or displaying the lower F
When you plan your next advertising campaign, you may consider using the Flower as an official stamp certifying your product(s). This may include displaying the logo in magazine advertisements as well as referring to it in your headlines and body text. The EU Ecolabel also works well with TV/radio spots and any other advertising measures you plan to implement.
EU and national materials
The European Commission, the national Competent Bodies and various marketing projects have produced an abundance of materials. The EC supports your marketing efforts by providing door plates, certificates and a set of brochures. Check out http://ec.europa.eu/environment/ecolabel/marketing/brochures_en.htm to see if your specific product group is covered, or order materials via the Helpdesk on tel. +or by e-mail at ecolabel@biois.com. Display your door plate. You should also use the glass door plate provided by the EU Commission. Mount it in such a way that the EU Ecolabel is effectively displayed at the entrance. This will motivate your employees, and business visitors will see that you are an environmentally responsible company! Display your official certificates. You have achieved an award and been presented with an official certificate during a special ceremony. Frame this certificate and display it in a prominent position. Make copies of it and place them in strategic rooms and in your sales outlets.

Showing off the certificate Door plate

Sustainability report

An annual sustainability report is an excellent place to display the Flower.
FAIRS & PROMOTION EVENTS
Fairs and promotion events are a perfect place to demonstrate your high environmental sustainability to your business partners and customers. Many companies like Lenzing (illustrated here) have incorporated the Flower at fairs with great success.
The Lenzing stand prominently displaying the Flower. See also report on page 12.

EMPLOYEE COMMUNICATIONS

Your employees represent your greatest potential. Tap into this potential to spread positive messages, and motivate your employees by telling them that you have obtained Ecolabel certification.
Distribute brochures. The EU Commission produces consumer leaflets in many different languages. They are an invaluable tool providing information about the main aspects of the EU Ecolabel and the award which you have
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Effective

Campaigning

POS Elements
Large heart signs hung all over the markets
Increased sales, greater awareness of eco-products: the Danish Flower Week Campaign is a perfect example of successful marketing co-operation between the Ecolabelling agency and Danish retailers. Mrs. Alsing, could you please give us a brief description of the Flower Week Baby Campaign? We called our Flower Week Campaign in Denmark On our toes for you and your baby. The pink heart carrying the message that we were taking care of customers and their babies was the dominating element in all campaign materials. The campaign was implemented in close collaboration with major supermarket chains, pharmacies and drug stores in Denmark. We also worked together with the Co-operative Wholesale
Interview with Susan Alsing, Ecolabelling Denmark
Society, the environment departments of municipalities, green guides, voluntary environmental organisations. And last, but not least, we asked the consumer advisory council magazine Tnk to carry out laboratory tests on three product groups of importance to young families: detergents, baby body stockings and skin care products (lotions and creams).
Brochures gave mothers interesting information on the Ecolabel and the products
Retailers experienced sales increases of up to 600 %
The aim of the campaign as a whole was to communicate that the Ecolabel: also takes care of your health = stringent requirements with respect to what the product contains, makes it easy to choose environmentally friendly products that take health into consideration (just look for the Ecolabel, and you wont have to study the list of ingredients), and helps to limit the use of harmful chemicals. Our campaign involved the following activities: POS: production of shop displays, signs and posters Advertising: print (baby magazines and newspapers) and web. Product tests in the consumer advisory council magazine Tnk (we also delivered 10,000 copies of the magazine to our partners for distribution to young families) Other campaign elements: Mobiles (three signs hanging together / shop decoration) Outdoor posters (shop facades) Mega heart signs (for mega markets) Mega mobiles (for megamarkets) Heart-shaped balloons with Flower/Swan logo Baby bags containing product samples In-store video advertisement featuring Christina Roslyng (a professional hand ball player and her 7 month old son)

The success of this campaign was based on the various POS elements that were produced. These made it easy for customers to identify Ecolabelled products. A3 posters Used for local events A Shop display gave an overview of EU Ecolabelled products at a glance, together with brochures
Local activities 20 municipalities took part in the campaign Press activities (local focus) Campaign site including contest (Ecolabelled prizes) Use of ambassadors (in-store commercials, PR events and press releases) Our commercial partners were supermarket chains, drugstores and pharmacies who shared our interest in promoting the Ecolabel because their own baby products and logos were incorporated in the signs and posters. They were able to use one side of each heart to display their Ecolabelled products. This meant that these chains actually felt they had ownership of the campaign = an incentive to actually use the advertising material we had provided!
Press work/print material
Advertisements E.g. in product brochures from the Coop supermarket chain all mentioned the Flower
What were the results? There is probably no other target group that is as receptive to our message as young mothers (and fathers). They worry a lot about their babies and about the future both environment and health and really want to make the right choices, when they choose products for their children.
Online marketing One element of the online marketing campaign
Our recipe for a successful green campaign: partnership, partnership, partnership
We were invited to speak to large groups of young mothers on several occasions during the campaign week, and afterwards too. On each and every occasion, we were surprised how much they already knew about chemicals and allergies, etc. They were all very pro our products and messages, and wanted better information on how to find these products. They wanted them to be easy to spot in shops (signs etc.), and not only during campaign periods. The chains taking part in the campaign all had special offers during week 41, and all of them reported increased sales of Ecolabelled baby products. The results of the 2006 Danish Flower Week campaign were as follows compared to another campaign week (index = 100): Coop: index 400, Dit Apotek: index 468, Dansk Supermarked: index 109, Matas: index 600, Dermapharm: index 125.
All partners demonstrated their willingness to promote the Flower by integrating it in their print materials. The Flower marketing team also placed advertisements in relevant magazines and online.
How did retailers benefit? How did ecolabelled producers benefit? Retailers reported increased sales, and producers of ecolabelled products were happy that we opened doors directly to their target groups and introduced their products to them. How did co-operation with the ecolabelled companies function? These companies contributed product samples for the baby bags. They were more than happy to provide these products to us because they knew we could distribute them through other more credible channels than they would be able to themselves.

Shrink-proof strategy

Christina Kreuzwieser, Global Communications Manager with Lenzing, explains why the EU Flower is exactly right for this global textile manufacturer.

Lenzing

The EU Ecolabel at the 2006 textile fair in Paris
Why did your company decide to apply for the Flower initially? There are many Ecolabels, but only an official certificate like the EU Flower prevents the consumer from getting confused, whilst at the same time offering security. How has your company benefited from the Flower so far? Do any specific success stories come to mind? We have a marketing advantage in the USA, where there are too many Ecolabels. The European Commission has a great reputation there. Particularly in the US, Americans regard the EU Ecolabel as an official certificate, not just as one of many such certificates. The EU Ecolabel is a nice story to be able to tell! Is this benefit also measurable? We have had good media resonance in countries where Lenzing has held press conferences, such as Shanghai, Peking, Seoul, New York, Los Angeles and Paris. Especially the trade press has

TENCEL AWARDS

PRODUCTION TENCEL has received numerous awards for its environmentally friendly manufacturing process.
Fair information These excellent examples of implementing the Flower at fairs demonstrate environmental commitment to all stakeholders!

TCL folder_rz

Inside the Lenzing brochures
11.08.2005 9:29 Uhr Seite 15

ENVIRONMENT

Handouts

THE EUROPEAN ECO-LABEL

THE EUROPEAN ECO-LABEL GUARANTEES THE ECO-FRIENDLINESS OF LENZING FIBERS

Product labels

100 % ORGANIC
The basis is a natural raw material. TENCEL is extracted from wood pulp and is 100 % biodegradable. The wood used comes from tree farms that practice sustainability. It was awarded the European quality seal PEFC and the international FSC. Wearing TENCEL makes you feel good.
Lenzing is the only fiber manufacturer to have been awarded the "European Flower", the environmental logo of the European Union. The flower represents a unique certification system which makes it possible for consumers to recognize eco-friendly products. This award demonstrates once again that Lenzing is setting new standards in the field of sustainability and the use of ecological technologies.

THE EU ECO-LABEL FOR PRODUCTS The European Eco-label is an official environmental award scheme issued by the European Commission in cooperation with the Member States. It distinguishes products that meet high standards of both performance and environmental quality. The Flower of the European Eco-label stands for low environmental impacts throughout a products life cycle from manufacturing to disposal. Consumers can find it across the European Union, Norway, Liechtenstein and Iceland. Every product awarded the European Eco-label must match strict environmental criteria, with results verified by an independent body. Further details: www.eco-label.com
RAW MATERIAL Wood is a replenishable raw material. For TENCEL only wood from tree farms which practice sustainability is used.

TEXTILE APPLICATION

CRITERIA TEXTILE FIBERS Criteria exist for more than 23 types of products and services, with new categories continuously being adopted. One of the major criteria is for textile fibers of which Lenzing is the only license holder. It offers the following environmental advantages for consumers and producers: - A limited use of substances harmful to the environment - Limited substances harmful to health - Reduced water and air pollution - Textile shrink resistance during washing and drying - Colour resistance to perspiration, washing, wet and dry rubbing and light exposure
The TENCEL fiber can be used in a wide range of applications and contains no toxic substances. This purity makes it suitable for babys wear as well as adults.
The EU Ecolabel is a nice story to be able tell

NATURE INSIDE

World Leader in Cellulose Fiber Technology
Marketing in Japan Lenzing also applied the Flower logo directly to its products a move that met with great success even in Japan
reported widely on Lenzing and the Flower. Now is the right time to market products with the EU Flower one need only mention sustainability and the environment. What activities do you currently have with the Flower? We are carrying out a Lenzing merchandising tour throughout Europe. We are providing handouts explaining to retailers like Womans Secret, Mango and C&A what it means when a product is certified with the Flower. The response from marketing personnel has been tremendous, as the environment is currently a most important topic for them.

Customer information The Flower and other certificates are mentioned in most of Lenzings customer information brochures.
Stakeholder information Specific handouts are used to inform wholesalers marketing management
How do you use the EU Flower in your marketing? The EU Flower is on our handouts (for marketing management), all our image brochures, our website, our POS materials. And, as I already mentioned, we also use it at press conferences and seminars. If you could turn back time, would you apply for the Flower again? Yes, definitely! There is no better label for us on the market.

success

Co-operation with EU Ecolabel at the IFA Berlin fair
Sharps TV business is green business! Thanks to the Flower, the company profits from greater publicity and recognition in the media. Why did your company choose to apply for the Flower nitially? i Sharps goal is to improve peoples quality of life innovative and unique technologies. But, apart from the highest possible standard for our products, the protection and conservation of the environment is equally important to us if
Sharon Heymann, Environmental Marketing Manager with Sharp Electronics (Europe) GmbH
Ecolabel information on the website
we wish to become an environmentally advanced company. In 2005 we therefore decided to apply for the Flower, thus demonstrating the high quality of our products to the outside world. The flower helps responsible, environmentally-aware consumers to decide in
Excellent The Flower logo is displayed beside every certified product. By clicking on the link, customers can obtain further information about Sharp and the Flower. Ambitious Sharp carried out an ambitious cross-marketing campaign at the 2006 IFA Berlin.
favour of environmentally advanced quality products. How has your company benefited from the Flower to date? Sharp takes advantage of various opportunities to promote its TVs using the Flower. At events with direct customer contact like the IFA 2005 and 2006 consumer fairs in Berlin we got a good response. In co-operation with a German mail order house, Sharp recently started marketing an Ecolabelled TV that is even climate neutral over a period of 10 years. Since receiving its first award, Sharp LCD TVs with the EU Flower have been advertised in various newspapers, magazines and websites.
Brochures mentioning the Flower
sharp corporation innovation and ecology
Our LCD TV Sets Eco-Awareness with Distinction
Many Sharp products now have national and international environmental labels. Our SH1 LCD TV series was one of the worlds first generation of TV sets to be awarded the EUs Ecolabel. Sharp works hard to attain high environmental standards, and has now followed on with a range of LCD TVs that all meet the ecological criteria for obtaining the EU Eco-label. Saving energy: - Much lower energy consumption (approx. 25-30 %) in comparison to a comparable cathode ray tube TV set. Saving resources: - Much lower volume and much longer lifetime in comparison to conventional cathode ray tube TV sets. - Availability of spare parts up to 7 years after end of production. Reusing raw materials: - Easy dismantling of the set and the careful choice of recyclable materials increases reusability after the usage phase of the product.

thinking today of tomorrow
The EU Eco-Label Together for the Sake of the Environment
SHARP LCD TVS ECO-AWARENESS WITH DISTINCTION.
Many Sharp products now have national and international environmental labels. Our SH1 LCD TV series was the worlds rst generation of TVs to be awarded the EUs Eco-label. TV appliances with the Eco-label have: - reduced energy consumption during use and standby, - few harmful substances, - designs for improved durability, easy disassembly and recycling, - user information for environmentally friendly use Besides technological highlights such as Advanced super view and Black TFT LCD, the new LCD TVs are outstanding for their environmentally sound attributes in conformity with their EU Eco-labelling. Yet again, Sharp has proven its ability to create innovative products while promoting environmental protection at the same time! What is the European Eco-label? The conservation of nature is in the common interest of many companies and consumers. The aim of manufacturing innovative products that harmonise with environmental factors is also encouraged by the European Commission. Since 1992, the EU Commission, in co-operation with its member states, has established a certication scheme for products and services: the European Eco-label. The European Eco-label, also called the Flower, - is a voluntary eco-label scheme - can only be met by approx. 30% of the products per category on the market (thus guaranteeing that the selected products meet strong environmental criteria) - has been awarded to more than 300 licensed companies on more than 2,000 products - covers several product categories (PCs, refrigerators, TVs, washing machines, etc.)
In the Beginning is the Vision The Green Minded Company
Since it was founded in 1912, Sharp more than practically any other company has pursued the goal of improving the quality of life for people all over the world with innovative and outstanding technologies. But, alongside the highest possible standard for our products, the protection and conservation of the environment is an equally important concern to us. Starting from this awareness, Sharp Corporation operates a consistent environmental strategy that systematically realises responsible dealings with our natural environment in the whole company worldwide. The urgent ecological problems, in particular global warming, pose major challenges to humanity which can only be met with care and determination.
Based on this realisation and its own sense of responsibility, Sharp Corporation has adopted a number of policy guidelines for an all-embracing environmental management strategy: To promote environmental awareness throughout the organisation To create environmentally friendly technologies and products To minimise the eco-footprint of our factories and production processes To environmentally optimise our logistics and packaging To comprehensively communicate environmental themes to our customers and partners

1. 2. 3. 4. 5. 6. 7.

LC - 13SH1E LC - 15SH1E LC - 20 SH1E LC - 20S4E LC - 26P50E LC - 32P50E LC - 37P50E
8. 9. 10. 11. 12. 13. 14. 15. 16. 17.
LC - 26GA6E LC - 32GA6E LC - 37GA6E LC - 15SH2E LC - 20SH2E LC - 32GA9E LC - 37GA9E LC - 32BV9E LC - 37BV9E LC - 26P55E
18. 20. 21. 22. 23. 24. 25. 26. 27. 28.
LC - 32P55E LC - 37P55E LC - 32GA8E LC - 37GA8E LC - 32BV8E LC - 37BV8E LC - 26SA1E LC - 32SA1E LC - 32SA1EA LC - 37SA1E
29. 30. 31. 32. 33. 34. 35. 36. 37. 38.
LC - 42SA1E LC - 26SV1E LC - 32SV1E LC - 32SV1EA LC - 37SV1E LC - 32RA1E LC - 37RA1E LC - 20SD4E LC - 20SD5E LC - 20S5E
On this basis, Sharp Corporation will consistently pursue its aim of shaping the future as an environmentally friendly and progressive company that aspires to sustainable growth and champions the protection of the environment in equal measure.

LC - 37GA9E

These stringent environmental criteria are also met by the new TV sets in the P55E and GA9E series and by the LC20S4 model now being launched by Sharp. Besides technological highlights such as the brilliant picture quality with PAL optimised resolution of 960 x 540 pixels (P55E series) and outstanding HDTV image presentation with greater contrast and pixel speed (GA9E series), the new LCD TVs stand out by their environmentally sound attributes in compliance with the EU Eco-label. Yet again, Sharp has proven its ability to create innovative products while promoting environmental protection at the same time!
The conservation of nature is the shared interest of companies and consumers. The aim of manufacturing innovative products that harmonise with environmental factors is also encouraged by the European Commission. Since 1992 the Commission has awarded the EU Eco-label, which is also called the Flower in the member states of the EU. It awards products and services that comply with especially strict environmental criteria. The ecological examination takes account of all phases of a product from manufacture, through use right up to disposal. The EU Eco-label helps the responsible and environmentally aware consumer to make decisions in favour of environmentally friendly quality products. Products that have been awarded the EU Eco-label can easily be recognised by the flower symbol.
To find out more about Sharp TVs with the EU Eco-label, visit www.sharp-eu.com
Both the media and NGOs clearly recognise Sharps superior, award-winning environmental efforts.
Why do you use the Flower regularly in your marketing activities? On the one hand, the Flower is clearly a quality label, allowing an innovative international company like Sharp to demonstrate its environmental leadership. On the other, it also enables environmentally aware consumers to make qualified purchases based on evaluation by an independent and respected body.

Information The Flower on a product information leaflet
Visible The Flower was implemented in last years product brochure.
Where exactly do you use it? We issued several press releases, and EU Ecolabelled television sets were advertised at fairs and aggressively promoted in Sharp catalogues and on corporate websites across Europe. Last, but not least, Sharp dealers were also encouraged to promote our Ecolabelled TVs. If you could turn back time, would you apply for the Flower again? Yes, we would certainly apply again. Sharp has successfully applied for the Flower for 40 TV sets up till now, and will continue to do so.

Where can I get further

information?
Your Competent Body (CB) Competent Bodies are national organisations responsible for the implementation of the EU Ecolabel across Europe. They provide information on the application procedures, distribute information and support companies with advice. You can find the list of Competent Bodies on the EU Commissions official website. http://ec.europa.eu/environment/ecolabel/tools/competentbodies_en.htm European Commissions Ecolabel Scheme http://ec.europa.eu/environment/ecolabel Product catalogue This site contains a useful e-catalogue containing all Ecolabelled products and services. http://www.eco-label.com Ecolabel Helpdesk Your contact for detailed information on application procedures, brochures and contacts. eco-label@biois.com Green Public Procurement the official European Commission website http://ec.europa.eu/environment/gpp/ Ecolabel Marketing For any further marketing questions relating to Ecolabel marketing, logo placement, promotions etc. ecolabel@energon.eu or ecolabel@ec.europa.eu
Whatever it is you are looking for, you will almost certainly find at one or other of the following sources: