Sharp turns green in bid to provide point of difference

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By  Published  December 1, 2006

In a bid to provide a point of difference in the increasingly competitive consumer electronics market, Sharp has revealed plans to position itself as the industry’s number one eco-friendly vendor. Speaking at GITEX 2006, Sharp’s managing director in the Middle East, Tomio Isogai, said the company had committed to a strategy that would see it neutralise its carbon emissions created as a by-product of manufacturing by 2010. “As consumers become more aware of the challenges of the future, Sharp 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,” he said. “Saving energy consumption while facilitating the generation of energy through non-conventional sources will be the focus of Sharp’s strategy for the future.” Sharp revealed its first batch of eco-friendly products at GITEX, including an expanded Aquos LCD TV range that Isogai said now consume 30% less power than equivalent sized CRT TVs. Isogai also stressed the environmental factors Sharp considered when developing its new Aquos LCD plant in Japan. The company claims the plant emits 40% less carbon dioxide emissions than contemporary facilities. In addition, all wastewater from manufacturing processes is recycled. Taken together, Isogai said these measures resulted in one of the world’s most advanced, environmentally conscious manufacturing facilities. He added that Sharp’s marketing efforts would focus on redefining the company as an eco-friendly organisation, creating a distinct brand image in the marketplace. Isogai, who took over the reins at Sharp Middle East earlier this year, recently unveiled an ambitious three-year strategy aimed at doubling the company’s sales volumes in the region. The strategy calls for commercial expansion in conjunction with the company’s new and existing regional partners, Isogai said. “Whether it is geographic presence, shelf visibility or customer reach, the market will witness a much more forceful approach from us,” he added. “We have been successful in the region to date, but growth opportunities and market dynamics call for a stronger thrust in this area.”

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