Coby To Launch Tablet PC and Large-Screen LCD TVs

Coby plans to introduce a tablet PC at the 2011 International CES, along with larger-screen LCDs in the fourth quarter.

“I think there's a major opportunity with tablets,” Michael Troetti, Coby's president, told Dealerscope, adding that the Wi-Fi enabled devices would sell for about $179 and ship sometime during the second quarter of next year.

Coby will market the product primarily to its core target of teens and young adults as a cost-affective alternative to higher-priced devices.

“Not everyone can afford an iPad,” Troetti said. “There's an opportunity for a product that allows people to access the Internet, e-books, etc. If we can deliver a product that works well and is affordable, it should do well.”

Speaking from Coby's headquarters in Lake Success, N.Y., Troetti said brisk sales of the $150 Augen GenTouch tablet sold through Kmart proved there's a market for a lower-priced device.

Before Coby hired him in June, Troetti spent 2005 until earlier this year at Sharp, leaving as president of the company's Marketing Company of America. Prior to that, he worked from 1981 to 2004 at Panasonic, moving up to president of the home and commercial products division.

His experience marketing TVs to retailers, he said, should serve him well as Coby focuses on releasing larger-sized LCD sets, starting with 40 and 46 inches in the fourth quarter. The company also plans to add larger screens sizes to its current lineup of 19- and 22-inch LED TVs, Troetti said, but no timetable has been made public.

“Understanding the future (TV) trends allows me to strategize marketing plans,” he said. “That's an expertise Coby didn't have.”

Coby set out last year with an aggressive TV strategy but pulled backed as the market became more volatile. Instead of expanding its line, Coby focused on smaller-screen sizes – 32 inches and below – and forming deeper partnerships with strong regional retailers in the NATM buying group, such as P.C. Richard and R.C. Willey. Coby is also looking to broaden its relationships with several PRO Group members, Troetti said.

The smaller-screen sets have served as “promotional” products that help to spread the Coby brand and its other product lines to a younger consumer base, which is not necessarily as loyal to traditional brands as the older demographic, Troetti said.

Across its TV, audio and video lines, Coby will continue focusing on design, value and quality. “That drives the Coby brand,” Troetti said.

Despite its push to broaden its TV offerings, Coby will continue to develop and launch new MP3 and MP4 devices and docking stations.

“Just being a TV manufacturer doesn't carry much value,” Troetti said.

“Our value proposition is our full line.”