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Philips DCC News is published by the DCC Project Group, BG Audio, SFF-2, Eindhoven, Tel 040 - 736106; Fcrx. 040 - 734426. No. 4 Moy 1991

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DCC Mcrrketing Communiccrtion

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schedule finalised
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5a-9 Continuing the plonned actions in the run-up to the morket launch
r"'* l;S in April 1992, the DCC Morcom plon hcrs now been drown up,
showing cll the mojor events up to thcrt dcrte.
*s",. , This plcn continues to build on the in i99I qnd 1992, ond icrys down the
.:{ w exposure which has been goined through strcrtegy to be foliowed in the pre-launch
rd
t;'1
14
promotional octivities:
iH
the series oI recent press briefings ond
i&*ffi,##H major industry meetings in Jcrpan, the USA
crnd Europe, preparing the ground for a Chicogo CES, June 1991
broqder presentation of the system to the At the next mojor exhibition showing for
.n#4^ vcrious tcrget grroups. DCC, the Chiccgo CES from I to 4 June
ffiffi
i}{i- Bi{/ w I99I, the aim is to continue sprecrding
Specifically, the Morcom plan details the informqtion obout DCC to the mojor torget
Wffi DCC activities ot the coming exhibitions groups like press (both specialist ond
a$-it r-
ddcdii*$a
generol), the trode (both US and
lsf' +:,1
Wffi
The main evenfs cne: interncrtionol) ond others such cs
ffi&,
ffi*r#affi authorities and institutions.
ffiE*ffiffi Moy 1991: Po\tGromWoild
Convention, Sin gcqrore
Showings ond listening sessions of the
Iune 1991: Chicogo CES(private)
ffi&# CES will be private, for invited guests
ffiffi Internotional conlercnce on
consumer eJecfronics
only*, olthough information like the
ffiffi
ffi (Chicogo)
generol brochure will be distributed to
88ffi
M Aug. 1991: lFA, Beilin (privote)
other visitors. An importont element of the
presence crt the CES will be the supporting
ing lnternotional ond
Br ief
il;ffi
&rmorrtpress
pcrticipction of the industry partners
ffi
ffiffi Tondy and Marqntz in the DCC octivities.
Sept. I99I; BrusseJs AVSs/on,
ffiffit
ffi
sgwiffi
Symposium in Sound
Txlmology - Nordic
Informcrtion crbout the strcrtegry for the later
events in the Morcom plan, inciuding the
Automotive F qir, F rwtkfurt
@
w1
Berlin IFA and Tokyo Audio Fqir, will be
Oct. 1991: Tofuo Audio Fotu,lopon given in following issues.
(public) - I oport EJecfronics
Show (Components) * lI you would like to invite importont
wffi Audio Engin*ring Sociefy
customers or other guesfs to see DCC of the
ffi NewYork CES, pJeose odvise Mrs A. Hoogakker os soon
Iqt. 1992: Irrs Vegos CES, (public os possib/e so thot the necessory orrongrements
showing pen ding copyr ight con be mode. Contoct ot: tel. +31 407ffi981,
issue) Iox +31 40732472.

PHILIPS

l99l Marcom strcrtegy
The current theme for marketing
communicotions is'Let others do the
tclking in I991'. This means thot the
promotional octivities crre on a low- profile
bqsis, intended to inform those who need
to know qbout DCC, qnd to creqte the
desired interest and crwcreness crmong the
key tcrget groups.
Avqilcble promotioncrl mcrteriqls
Avcriloble informotion qnd promotioncl
mcrteriqls during this period include the
DCC video tcrpe, video footcge for free use
in broadcqsts and other video
programmes, the'Mcrking a dream come
true' crnd'Fundcmentqls' brochures, c
comprehensive selection of product cnd
situqtion photos, press kits, exhibition
mqterials, the Q&A Iist and this
Newsletter. For further information cbout
the ovqilqble promotionol mqteriols,
plecrse see the enclosed sheet giving
descriptions of these items.
We will send you order fiorms by seporofe
mrril enqbling youtoplcce orders. a
DCC Tokyo presentqtion: inside
report
An interesting view of the recent series of
DCC industry presentotions in Tokyo is
given in cr letter from Mr. T. Fujimoto, the
DCC Project l,eoder for Mcrcnrtz Jcrpon Inc.
In crr initiol discussion with the chqirmon
of the Jopqn Audio Society (JAS), Mr. S.
Tqkahcshi, some oI the problems orising
with the launches of ecrlier innovations
were raised. For example, the mCIny
discussions compcrring the sound guolity
of CD with thct of LP records. Or going
Iurther back to the introduction of FM
broqdcasting, with its mcrximum upper
frequency of 16 kFIz, which cqused mqny
cudiophiles to question whether this
'limited'bcrrdwidth would be sufficient for
good- guality sound. Another excmple wcrs
on the introduction of the Dolby system,
when some music lovers rejected the idec
of cny processing of the music signols.
These excmples show the resistcrrce thcrt
ccm be e:rpected to crry new crudio system.
This mckes it necesscry according to IvIr.
Takahashi, to continue promoting DCC for
qt leqst three years to overcome these
prejudices and misconceptions qbout new
technologies.
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The presentqtions were held five or six
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times a dcry for oudiences from individuql
Ex
componies. Mr. Fujimoto reports thqt at
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the fincl meeting, which wos orgcmised in
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co-operation with M[, the original 100-
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seat hqll wqs very quickly filled to
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ccrpccity, so thcrt on extrq side room had to
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be qdded to seat the additional
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porticipo'nts.
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Resctions from the qudience were very
positive, with an absence of negctive
questions and congratulations for the
concept ond performonce of the DCC
system. Positive reqctions ore still being
received from both press ond industry
representcrtives, mcking these events o
big success in the preporqtions in the
importont Jcrpanese morket, occording to
IvIr. Fujimoto. .
Mqrqntz speqrheads DCC
lcrunch with high-end products
ITI-IIPSTITIZ,'
PURE HIGH FIDELITY
Continuing the series of qrticles to
introduce the mcrin g:roups pcrticipo'ting in
the preparqtions for the DCC system
lcrunch, we will look briefly in this issue crt
the role plcryed by McrcrrE As the Philips
premium brond concentrcrting purely on
products in the high-end cr:dio segment,
Mqrqntz will focus its mcnketing efforts on
DCC ployers in the HiFi components
cctegory.
lnnovcrtive cnrdio prcducts
The Marontz strcrtegy, crs expressed in the
company's mission stotement, is to be
seen cs cr lecding premium brcnd,
offering innovative qudio products to on
cudiophile tcrrget group, through selected
cnrd quclified distribution chcmnels, in q
wcy thcrt is complementcry to the
activities of the Philips BG Audio.
Morcrntz's link with the pcrent compcrny
Philips grves it c unigue advcnrtqge over
its competitors in the high-end audio
mcrrket, which crre mqinly Denon, Onlryo

qnd Yamqha, together with vcrious locol
brqnds in specific mcrrkets. However, none
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of these compcrnies hcs direct qccess to
innovqtive technologty, crs Mcrrantz does
through Philips, so thqt Marantz will
olwcys be crble to introduce innovotive
products earlier thcnr its competitors.
Technology lecrder
Looking specificclly ct the importcnce of
DCC, the system will encble Marantz to
conlirm its position cs a technology-
Ieoding, innovative compcny, crnd to
obtcrin q mqrketing odvontage through cn
eorlier introduction than its competitors.
The company's other products, for excmple
CD plcryers, should benefit by the positive
spin-off from the introduction of DCC.
At the sqme time, Mqrqntz's'innovqtor'
stcrtus with DCC will be o powerful
CIrgument to strengthen its position
towqrds the trqde in mqrkets like
Germony, where the company oims to
Iurther develop its market recrch qmong
the high-end qudio distribution chcmnels.
At present, crll DCC development work is
concentrcrted at Marqntz Jcrpcn Inc., which
will qlso produce the first DCC plcryers.
M[ will qlso act cs a supplier to Philips of
key components like ccssette mechcrrisms
until production stcrrts ot Philips factories
in other regions.
Complete mcxrket coverqge
With the support of Marcrntz in the high-
end segment - which is clwcys
pcrrticulorly importont in launching
innovotive products - Philips wiII be well
plcced to achieve the desired complete
coverqge of all mqrket segments right
from the launch, including HiFi
components, qudio systems, in-cqr plcryers
crrd portoble audio products.
For further information qbout cny of the
DCC activities crt Mcrcrrtz, plecrse contcrct
Mr. Johcrn Oosterheert, Areq Mcnager, in
Eindhoven, tel. +3I 40 758297, fqx. +3I 40
758299 .
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Availcrble promotionctl mqtericls
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1. Slides or colour overhead sheets
us
availqble lor DCC presentctions
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A complete series of slides qnd overheod
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sheets have been developed to support the
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recent presentations which hove been
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given to industry ond press torget groups
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qll over the world. This series mcry well be
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of interest to NSOs where there is q need to
hold loccl presentcrtions, crnd complete
sets ccrr be supplied on reguest.
The build-up of the crvoilcrble slides fclls
into four main cotegories:
o Introduction to DCC: the positioning of
the system.
. DCC Design & technology: the mqin
principles of the system, the cossette,
digital coding technology, compo'tibility
with Compcct Ccssette qnd the SCMS
Seriql Copy Management System.
o The mcrrket: sqles dotq and trends for
ccrssette plcyers, musiccrssettes and
blcnk ccrssettes, ownership dqtc,
softwcrre industry issues crrd benefits of
DCC.
. DCC - the sound of the future: key
success foctors for DCC to the mqin
tcrget groups - softwqre industry,
hcrdwcre industry crrd consumers.
This stnrcture olso forms the bosis of the
storyboord forthe newDCC video.
2.DCC video tcrpe
The video tcpe hos English-lcnguage
voice-over.
Availcble systems: VIIS/PAL, VHS/SECAIvI,
VHSA{TSC, Super-VHS/PAL, BW-SP/PAI,
Betacqm-SP/PAL, Betcrcam-SPINTSC, U-
mcrtic/PAL,
U-maticrSECAlvl, U-mcrtic/t ITSC.
Other longucrge versions ccrn be mcrde
available on request, if you supply the
translcrtion of the voice-over sctipt. Extrc
crcsts for remix of music crrd voiceover will
be chcrged crt cost price.
 Pa
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Brochurc 'Ihe Fundcrnentcls' hess kit informcrtion

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A technicql description of the DCC system. Press information,Ior whcrtever purpose it

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However, blqnks or other lcngucge ordincrted with lvlrs. A.Hoogokker (public v

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editions ccrr be mqde cffqiloble qs well. crffqirs), tel. +31 40 7.3698I, fox +31 40

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7.32472, or lVlrs. D. de Groot (DCC Project

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4. Brochure lVlcrking cr drecnrr come Group), tel. +3I 40 7 .3/;87 4,
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A generol description of the DCC system,

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drawing qttention to benelits for Industry

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Trcrde and Consumer.

5. Selection oI press photos

See reproductions in this news letter.
PJeose indicate your rquirements ond the
photo numbers when ordefing.

TI-IB I]UNf)AMEN'TALS

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