Maxell Offering High-Performance, Premium Step-Up Media

By Jeff Malester -- TWICE, 1/24/2005

Las Vegas — Continuing to pursue a branded strategy, DVD media maker Maxell Corporation of America offered new and broader solutions at its International CES product introductions here earlier this month, by introducing a number of step-up media products.

The company is extending its line of premium DVD products with the introduction of DVD-R and DVD-RAM high-grade camcorder media, which features an advanced Hardcoat Surface that protects against scratches, smudges and fingerprints.

Compared with standard DVD camcorder discs, the DVD-R and DVD-RAM provides 40 times more scratch resistance and 20 times more dust and smudge resistance — making it ideal for portable and active camcorder applications, said the Fair Lawn, N.J.-based company.

DVD-R high-grade single-side camcorder media has a capacity of 30 minutes of video recording time. The DVD-RAM high-grade single side also offers 30 minutes. Both products will be available in March, and pricing has not been set.

The intensified production of high-grade DVD media allows retailers “to get more revenue for the real estate,” said Maxell's VP/marketing Peter Brinkman. “We are following a proactive approach to this business, with a number of products at the higher end this year, and we have received a favorable response.”

Maxell, which has always had a strong position in camcorder media, especially developing DVD camcorder products, finds that good pricing for camcorder hardware today has stimulated growth of media products. “Consumers want to protect their videos,” said Don Patrican, Maxell's executive VP. “They seek out performance products,” which is part of the manufacturer's branding strategy.

As for profit performance, the Maxell executives cited a 20 percent pricing increase for high grade, 25 percent positive pricing differential for Pro Grade and a 15 percent price uptick for Printable media — when compared with Standard product. This allows retailers better profit margins over everyday pricing for more standard media.

Maxell is unveiling DVD high-grade video media in the DVD-R and DVD+R formats. These products also are part of the company's strategy to offer premium step-up merchandise that provides higher performance to consumers. The high-grade features an advanced coating for scratch resistance, thus extended archival life.

Both the DVD-R and DVD+R have a capacity of up to 120 minutes of video recording time and feature write speeds of up to 16x. The products currently are shipping, while suggested retails have not been established.

Maxell's new DVD-R Pro offers superior performance and enhanced archival quality for critical data storage. It is scratch resistant and employs an anti-static coating that makes the disc 20 times more dust resistant — critical for high volume data storage, said the company.

DVD-R Pro, which debuted at CES, has a capacity of 120 minutes of content recording time and features write speed of up to 16x. The product will be available this month, with suggested retails not established.

Another new product from Maxell at CES was DVD-R inkjet printable white media that features print-to-center capability in consumer-friendly packaging. The print-to-center capability is said to offer users 10 percent more usable print surface on the disc for a richer, more robust and finished presentation.

The DVD-R printable has a capacity of up to 120 minutes of personal recording time and features write speed of up to 8x. It will be available in March, and, again, no suggested retails have been set.