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Premium Products Reign This Holiday Season

Pioneer KURO. (PRNewsFoto/Pioneer Electronics (USA) Inc.)

LONG BEACH, CA UNITED STATES
Pioneer Electronics logo. (PRNewsFoto)

LONG BEACH, CA USA


Pioneer(R) Seeks Input from Luxury Industry Expert Brent Butterworth on
Premium Consumer Electronics Trends for the Holidays

LONG BEACH, Calif., Nov. 15 /PRNewswire/ -- The holidays are when
luxury consumers splurge on premium products. In a time when fear of
inflation is prominent, experts still agree that premium products, defined
by the quality they deliver, will continue to maintain a share of the
market. Between 2001 and 2006, growth indices within the luxury goods
market have posted an average increase of at least 13 percent compared to
the less than five percent increase for the Dow Jones Industrial average
during the same period. An important segment of luxury goods is technology.
(Photo: http://www.newscom.com/cgi-bin/prnh/20071115/LATH173)
(Logo: http://www.newscom.com/cgi-bin/prnh/20020628/PIONLOGO)
Pioneer Electronics (USA) Inc. is appealing to these consumers and
undergoing a rebranding effort seeking to reposition the company alongside
other premium brands. Pioneer's KURO television line epitomizes the quality
and fulfillment consumers seek for an emotional experience with
entertainment. In this repositioning effort, the company interviewed Brent
Butterworth, editor-in-chief of luxury publication Robb Report Home
Entertainment, on premium technology trends for the 2007 holiday season.
Butterworth identified five things to look for relating to the quality home
entertainment experience:
-- WITH FLAT PANEL TELEVISIONS ... SIZE MATTERS: In 2007, a holiday
splurge will be large-screen flat panel televisions. According to
Butterworth, "more people are going to be buying flat-panel TVs, and in
larger sizes. It used to be that 42-inch was a huge part of the market
but 50-, 55-, and 60-inch models will grow dramatically in sales this
holiday season, while 42-inch will play a much smaller role." The
technology of choice for large screen displays will be plasma. When
forecasting 2007 Black Friday sales, Sang Tang, HDTV research analyst
with Current Analysis West, an NPD Group company, stated that "plasma
will be very aggressive at 50-inches and will maintain a foothold on
the high-end market." Leading the premium market in picture
performance, Pioneer's KURO televisions, which are available both in
720 and 1080p models, and in sizes ranging from 42- to 60-inches, are
premium plasma displays that offer industry-leading black levels,
resulting in richer colors and sharper details.

-- HIGH-END HOME THEATER FURNITURE: A variety of furniture has been
developed specifically for use with flat panel televisions, said
Butterworth. He adds that "this furniture has actually started to
drive home theater sales. For the first time, it's now easy to put in
a great-looking, high-performance home theater." Companies that
produce premium home theater furniture include Lovan USA, which offers
the Lovan Harmony plasma / LCD lift cabinet and BDI, offering a
collection of home theater furniture with integrated features such as
hidden wheels, adjustable shelves, flow-through ventilation and wire
management.

-- PREMIUM SPEAKERS ARE NOT WHITE AND PLASTIC: iPod(R) speaker systems are
beginning to rise above the original plastic versions that previously
dominated the category, Butterworth notes. There are now a variety of
iPod speakers that cost more than $500 and "for many people, these will
become their idea of what a high-end audio system is." These speakers
include Bowers & Wilkin' Zeppelin, an integrated iPod speaker system
with a stainless steel iPod dock. Stereo systems that are iPod-ready
are another option for consumers seeking high-end sound. For example,
Pioneer's Elite(R) X-Z9 delivers professional quality sound in a
premium desktop system. In addition to having a source for iPods, the
X-Z9 offers USB connection, satellite radio and networked audio. It
also plays SACDs and conventional CDs.

-- VIDEO GAME SYSTEMS WILL BE CENTRAL TO THE HOME THEATER: Video game
systems are no longer just for the kids. Instead, Butterworth
discusses how they are becoming the primary source device and high-end
home theater system for the whole family. "The explosive sales of
Halo 3 show how important this category is to consumers of all ages and
incomes. Even the most extravagant custom home theater systems now
often, if not usually, feature video games," Butterworth adds. In
addition to video games, these systems play both traditional DVDs and
the high-definition optical disc formats. For example, Playstation 3
includes a Blu-ray Disc drive in the actual system. There are also a
variety of stand-alone Blu-ray Disc players available this holiday
season including Pioneer's Elite BDP-95FD, which delivers high
definition picture quality utilizing True24FPS so films are viewed
exactly as the director intended. The BDP-95FD Blu-ray Disc player
also incorporates HDMI 1.3 for high-resolution audio output.

-- OUTDOOR HOME THEATER: Consumers are beginning to bring their home
theater outdoors. Butterworth remarks that "outdoor audio/video will
be the next growth area in high-end consumer electronics, thanks in
part to the introduction of some interesting new products in the last
two years." This will likely first take place in the warmer climates
such as Southern California where "enclosures are now being built to
protect [flat panel televisions] from the elements when there's no
porch cover around to shelter them." Audio and video developments are
adding to this new outdoor lifestyle as, for example, "new form factors
in speakers are making it possible to get much better outdoor sound."
"In our rebranding effort, we are looking to position Pioneer with
other great premium brands," said Russ Johnston, executive vice president
of marketing and product planning for the Home Entertainment and Business
Solutions Group at Pioneer Electronics (USA) Inc. "Our products -- from the
KURO televisions to our premium X-Z9 system and unrivaled Blu-ray Disc
player -- deliver an emotional connection to entertainment for those
individuals who seek a premium experience. These consumers contribute
significantly to luxury purchases during the holidays."
About Pioneer Electronics (USA) Inc.
Pioneer's Home Entertainment and Business Solutions Group develops high
definition home theater equipment for sports and entertainment junkies. Its
flat panel televisions, Blu-ray Disc players, A/V receivers and speakers
heighten the emotions created by great HD content. The company brands
include Pioneer(R) and Elite(R). When purchased from an authorized
retailer, consumers receive a limited warranty for one year with Pioneer
products and two years with Elite products. More details can be located at
http://www.pioneerelectronics.com.
Pioneer and Elite are registered trademarks of Pioneer Corporation.
iPod is a trademark of Apple Computer, Inc., registered in the U.S. and
other countries.
Contacts:
Christina Ramirez, 310-952-2388 or christina.ramirez@pioneer-usa.com
Danit Ross, 310-526-5529 or dross@gcigroup.com


SOURCE Pioneer Electronics (USA) Inc.

http://www.prnewswire.com/cgi-bin/st...4706845&EDATE=