Broader Target Markets, Expanded Product Lines, and Competitive Pricing
1 January 1998
1998 Means Broader Target Markets, Expanded Product Lines, and More Competitive Pricing for Mitsubishi Electronics
Company Plans to Aggressively Reaffirm its Position as a Major Player
in the U.S. Monitor Market
SAN FRANCISCO, Jan. 1 -- With the new year comes change. And
for Mitsubishi Electronics America, Inc. there's no exception. Setting its
sites on a new CRT factory and increased advertising budget while targeting
broader markets with an expanded product line featuring competitively priced
monitors, Mitsubishi Electronics plans to reaffirm its prominent position in
the monitor market in 1998.
In an effort to reassume mind share and expand market share this year,
Mitsubishi Electronics has taken on many endeavors. Aside from additions to
its product line, the company has invested approximately $200 million in its
first North American CRT manufacturing facility located in Mexicali, Mexico.
With its proximity to the U.S. marketplace, the factory will allow shorter
lead times, increase production flexibility, and provide better service to its
high-tech computing customer base in North and South Americas. Slated to open
in the fall, the 592,000 square-foot facility will produce 1.8 million units
annually.
Also, like in 1997, Mitsubishi Electronics has increased its advertising
budget by over 100 percent for 1998. Using this medium to not only focus on
its DIAMONDTRON(TM) CRT technology, but also its individual monitor lines, the
company plans to more aggressively target specific markets.
Through these incentives, combined with leveraging past successes in
corporate and high-end graphics arenas, Mitsubishi expects the expansion of
its monitor line to be favorably accepted by the high-tech industry.
"This year will be an exciting and challenging year for Mitsubishi
Electronics," noted Karl Seppala, senior marketing manager, Display Products
Division. "With the development of the CRT factory, the increased advertising
budget, the expanded product line, and the competitive price tags, we expect
to increase our visibility as a key player in the monitor industry."
Traditionally acknowledged as an industry-leading manufacturer of high-end
color displays and cutting-edge technology, Mitsubishi Electronics has
expanded its family of award-winning color monitors to include the Diamond
Plus(R) line. Combining Mitsubishi's DIAMONDTRON CRT with professional
features, the Diamond Plus line is ideal for corporate and SOHO users that
require an affordable, yet technology savvy monitor for general business and
desktop publishing applications. The Diamond Plus line includes the $599
17-inch (16.0-inch diagonal viewable image) Diamond Plus 70 and the $1,499
21-inch (19.7-inch diagonal viewable image) Diamond Plus 100e.
With the introduction of the Diamond Plus line, the Diamond Pro(R) family
of DIAMONDTRON monitors will exclusively be targeted at users with the most
demanding applications, such as CAD/CAM/CAE and imaging. These top-of-the-
line displays include Mitsubishi's DIAMONDTRON CRT as well as offer superior
performance, state-of-the-art features, and industry-leading technology at
attractive prices.
The Diamond Pro line currently offers three 21-inch (19.7-inch diagonal
viewable image) units: the Diamond Pro 91TXM, priced at $1,399; the Diamond
Pro 1000, offered at $1,799; and the $1,999 Diamond Pro 1010e. The Diamond
Pro line also includes two 17-inch (16.0-inch diagonal viewable image)
monitors: the $679 Diamond Pro 87TXM and the $849 Diamond Pro 700.
Mitsubishi Electronics also offers the Diamond Scan(R) line of shadow mask
displays which currently includes the $349 15-inch (13.7-inch diagonal
viewable image) Diamond Scan 15VX.
In addition, Mitsubishi has expanded its family of displays to include LCD
monitors and projectors as well as large-screen plasma displays. Featuring
the $2,199 14-inch LCD40 and $2,799 15-inch LCD50, the new TFT active-matrix
desktop monitors are targeted at corporate, medical, government, and financial
institutions. The company added LCD projectors and large-screen plasma
displays to its product mix last year and plans to supplement each of these
categories in 1998.
Mitsubishi Electronics Display Products Division markets the industry's
most extensive line of 14- to 50-inch (13.8- to 50.0-inch diagonal viewable
image) award-winning color displays, including the Diamond Scan(R), Diamond
Plus(R), Diamond Pro(R), and LCD lines of desktop monitors; PrecisePoint(TM)
touchscreen monitors; SpectraView(TM) color calibrated display systems;
MegaView(TM) presentation monitors; Leonardo(TM) plasma displays; and LCD
projector systems through a selective network of authorized distributors,
resellers and dealers throughout the United States and South America.
The Display Products Division is located at 5665 Plaza Drive, Cypress,
Calif. 90630. Customers can call 800.843.2515 or visit
http://www.mitsubishi-display.com for more information.
The following table reflects the recent price reductions on Mitsubishi
desktop monitors.
Product Name CRT Size Diagonal Old Price New Price
(inches) Viewable
Image (inches)
(if different)
Diamond Scan(R) 15VX 15 13.8 $399 $349
Diamond Plus(R) 70 17 16.0 $749 $599
Diamond Plus(R) 100e 21 19.7 $1,499 $1,499
Diamond Pro(R) 87TXM 17 16.0 $829 $679
Diamond Pro(R) 700 17 16.0 $899 $849
Diamond Pro(R) 91TXM 21 19.7 $1,649 $1,399
Diamond Pro(R) 1000 21 19.7 $1,849 $1,799
Diamond Pro(R) 1010e 21 19.7 $1,999 $1,999
Prices subject to change without notice. Sizes are based on approximate
diagonal tube and screen measurements.
SOURCE Mitsubishi Electronics America, Inc.