Sony TVs not really made by Sony anymore

Sony continue to shift to more outsourcing of it's TV line. Even high end models have now been announced as being outsourced.

Foxconn Electronics has been expected to produce the Sony framless unltra-thin models. Wistron is expected to produce their Google TV that is just in the process of release.

Sony's LCD TV outsourced orders are expected to reach 70-80% of its total shipments in 2011, of which its Taiwan-based manufacture partner Foxconn is expected to receive orders of 15-18 million units, exceeding its fellow Taiwan-based competitor Wistron.

In order to save its TV business and return it to profit, Sony has been selling its overseas LCD TV manufacturing plants, increasing its outsourcing and expanding its lineup of lower-cost models. Amid the increasing market share and sales, Sony has turned profitable and ended the embarrassing situation of six years of losses. Sony is expected to reach its shipment goal of 25 million LCD TVs for the 2010 fiscal year ended March 2011, and the shipments may increase to 26 million units for the year, of which 40-50% will be outsourced.

Sony originally planned to increase its LCD TV shipment goal for 2011 to 40 million units. However, the company has lowered the goal to 36 million units amid weakening demand in the global market. In terms of manufacturing strategy, 20-30% of the total shipments will be in-house designs and the rest will be divided equally between ODM and OEM, of which high-end frameless models will be produced by Foxconn and hit the market in the first half of 2011. This will be the first time for Sony to outsource high-end models to Taiwan-based makers.

Sony indicated that its outsourcing strategy for LCD TVs will remain unchanged and will continue to focus on increasing competitiveness, but the company declined to comment on its orders to an individual manufacturer. Observers in the TV industry noted that Sony will release significant orders to Foxconn as the Taiwan-based maker took over the LCD TV assembly plants in Mexico and Slovakia, making Foxconn the largest manufacturer for Sony with 16-18 million units of orders. Although OEM orders will remain as the majority party of the total orders from Sony, Foxconn's affiliate LCD panel maker Chimei Innolux (CMI) is expected to benefit and supply TV panels for about 40-50% of the total orders.

JZ