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AOC Readies Expanded LCD TV Line, Stresses Small-Screen LED Sets

launching this spring two specific lines
of LCD TVs catering to the value end of
the market, including one line featuring
LED edge-lighting.

The company will offer 11 LCD models,
including six LED edge-lit models
ranging from 19-inch to 32-inch screen
sizes and five CCFL backlit models from
22 to 42 inches.

“The key for us this year is the LED
line and the feature pack,” said Michael
Lien, AOC North America general manager.
“LED itself has been a growing sector
in the marketplace, and while people
have gotten more familiar with those
three letters themselves, there are still
some challenges with what that technology
represents to people, and I think
that is really the key. LED delivers a power
savings, and a design-in capability that
lets us make the panel ultra-thin, while
reducing the cabinet size by more than
50 percent, and allowing us to get almost
flush to the wall in mounting capability.”

In addition, Lien said AOC is building
a time-shift function into select 32- and
42-inch sets to enable users to pause and
rewind live TV by capturing programs
on embedded memory. That capacity
will also be expandable with the addition
of a USB storage device.

Recordings are erased when the USB
device is disconnected from the TV set.
The Time-Shift function works through
any USB 2.0 device formatted as FAT.

The feature initially launches in CCFL
backlit models, but will be added to a 32-
inch LED model later in the year.

Sets in both series
will also include a digital
photo frame feature
that allows digital picture
files to be played
back on the screen like
a photo frame when a
USB device carrying the
image files is connected
to the screen.

Also this year, AOC
is adding CEC control capability to
HDMI connections, allowing the operation
of multiple devices from a single remote

Models shipping this spring in the LED
line include the 19-inch Le19W062 ($199
suggested retail), 22-inch LE22H067
($259), 23-inch LE23H062 ($279), and 24-
inch LE24H060 ($299) and LE24H067
($299). A 32-inch LE32H069X (pricing to
be announced) will ship later.

The CCFL models are starting to ship
now and include the 22-, 24-, 27-, 32- and
42-inch screen sizes.

Most will feature FullHD 1080p resolution.

Lien said that in focusing the line on
the small and midsized range AOC will
seek to fill a void, where demand is outstripping
supply, particularly in LED

“Our success and penetration rates in
the smaller screen sizes have been very
solid, while our expansion into the larger
screen sizes will continue,” Lien said.

This year AOC’s sets feature improved
image quality using new video-processing
technology and 120Hz frame-rate technology
in 32-inch and larger models.

Lien said new sets,
particularly in the
LED line, will have
higher color-management
control, particularly
in color matching
and saturation,
and adaptive contrast
with higher dynamic
contrast performance,
particular in the LED

On the sales side,
Lien said AOC has expanded
its sales and
marketing organization
to better cover the
North American market,
which should help bring the company
closer to the retail customer.

The company is trying to impress on
dealers the quality of the manufacturing
produced by AOC parent TPV International,
based in China.

“While there have been a number of
players coming and going in this business,
the biggest void that we see from
that area of the marketplace is the need
for consistency, quality and the ability to
deliver on both a national and regional
level,” Lien said.

AOC works with large retail partners
on a direct-sales basis, but
is working with some distributors
to handle smaller accounts.
The company provides
just-in-time delivery and can
also ship on a container-load
basis, Lien said.

As an OEM manufacturer,
the company is also able
to work with accounts to supply
private-label goods, “but
at this point the brand focus is
paramount,” he said.

As for brand building, Lien said
AOC “works with its partners
to develop the exposure within,
typically. We touch points in a
number of different ways.”
In addition to TV, AOC continues to
sell LCD PC monitors, using the same
sales team. Lien said AOC’s sales volume
today is “pretty balanced” between TVs
and monitors.

“Our penetration level with IT is pretty
significant with regards to share,” Lien said.
He said the key goal of the company today
is to continue “working with long-term
partners in building shelf space that has
longevity to it, so that the core values of our
organization and partners match.”