Cornering the global electronics market, Japanese brands are known for their reliability and cutting-edge technology.
If someone was asked to name a brand of electronics, it is more than likely that the brand they named would be Japanese. From Sony to Panasonic and Canon to Nintendo, the sheer number of electronics companies based in Japan is a reflection of the strength of the industry.
Impressive figures
In 2005 it was estimated by the Japanese Electronics and Information Technology Industries Association (JEITA) that the industry held 27 per cent of the total world share of electronics sales. It is also at an estimated 20 trillion Yen on the domestic production scale. The Japanese electronics industry is vital to the country's economy; this importance is reflected in the various associations and exhibitions that centre on it. JEITA is one of the organisations that supports and regulates the industry.
Publications released by JEITA demonstrate its strength and promote Japanese electronics internationally. The association's objective is to advocate healthy manufacturing, international trade and consumption of electronic products and components in order to contribute to the overall development of the industry. In 2006, JEITA reported that exports of Japanese consumer electronics totalled more than 1.6 million Yen and more than 14 million for the electronics market as a whole. For 2007, it predicted that the domestic production of electronics and IT industries is set to increase by 3.6 per cent to 21.2 trillion Yen for the second year running.
The annual Combined Exhibition of Advanced Technologies (CEATEC Japan) is a five-day exhibition that serves as a platform for Japanese electronics companies to showcase their latest technologies. This helps promote the industry internationally and harvests the trade of electronics between Japan and other countries. Every year, participating electronics and IT companies from Japan and overseas unveil the latest in cutting edge technologies and products. In 2006, there were 807 exhibiting companies and organisations. It allows visitors to experience the newest technologies and products, systems and software for the digital network age.
Advantage Japan
There are a number of factors that give Japanese electronics a competitive advantage. "The reputation for reliability and a good after-sales service at affordable prices are what distinguish Japanese electronics from other electronics worldwide," says Shinji Tada, Managing Director at Brother Gulf, "Continuous investment in research and development also makes the demand for their products very high."
Tada also says that the reliability of Japanese-made semiconductors (the device used in all modern day electronics) is another element crucial to the success of the industry. "The reliability of semiconductors manufactured by Japanese companies is one of their pillars of strength. Japanese electronic product manufacturers have a very strong tie-up with semiconductor manufacturers from Japan.
"This gives them advanced information on the improvements that have been achieved in terms of performance and lowered costs of semiconductor devices. The consumer electronics manufacturers are able to leverage these advantages by incorporating them into new products to be brought to market." says Tada.
Big brother
The Brother Group is one of the global leaders in the development and manufacturing of technologies in the printing, communication and digital imaging industries for homes, SOHOs and enterprises. The company now has sales in more than 100 countries and state-of-the-art ISO 9001 certified factories in Japan, Taiwan, China Korea and the UK.
The Brother Gulf subsidiary that is based in the UAE is continuing to see impressive growth, something the company attributes to forward thinking in terms of the products that are developed in Japan. "Over the years brand leaders such as Sony, Panasonic and Brother have consistently brought innovative products to the Middle Eastern market, and have met their commitments in terms of reliability. We expect to grow at 25 per cent per annum, which is in line with our targets for the region," adds Tada.
Leading the pack
The term 'reliability' comes up repeatedly when talking about Japanese electronics. The industry has a widespread reputation for being a leader in terms of the durability of its products. "Reliability, durability and excellent after-sales service is what makes Japanese electronics stand out worldwide. The industry is also ahead in terms of the latest technology that is on offer and being developed," says Kazim Mankani, Regional Manager for Konica Minolta.
The company is a Japanese worldwide manufacturer of photocopiers, printers, medical graphic equipments and sensing meters. It formed following a merger between Japanese imagining firms Konica and Minolta in 200ß3 and is renowned for its Business Technologies company. It is known worldwide for its innovative range of Multifunctional Peripherals (MFPs), as it has invested a lot in developing forward-thinking technologies that benefit businesses.
Burgeoning markets
There is a strong demand for Japanese electronics in the UAE, and the market is open to further expansion. Ajit Nair, advertising and PR executive for Panasonic UAE says, "At Panasonic we have witnessed a steady two-digit growth over the last five years or so. Most brands have a long history in the Middle East and command loyalty from local buyers."
Panasonic is an international brand name for Japanese electronic product manufacturer Matsushita Electrical Industries Co. The company is a household name due to its large sales of plasma televisions, DVD players, digital cameras, microwave ovens and telephones.
Nair believes that Japanese electronics are world renowned due to their superior quality. "The development of innovative 'world first' technology and product quality are the primary reasons for a strong presence of Japanese brands in the electronics market," he says.
