TOSHIBA rebrands for new retail landscape

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TOSHIBA TEC corporation, a global leader in information technology, has announced plans to boost TOSHIBA TEC Europe Retail Information Systems European market share to 15 per cent by 2007.

To reinforce its identity as part of the Toshiba Group of companies TOSHIBA TEC Europe Retail Information Systems has rebranded its product range from TEC to TOSHIBA. This next logical step forward in growth will provide the European retail market with more integrated in-store technology solutions, embracing EPOS, bar code printing and digital merchandising.

The new strategy covers all aspects of the company's business, including product development, empowering channel partners, and a sharper focus on coordination and integration with other TOSHIBA divisions.

The first PoS product to be launched within the TOSHIBA portfolio of products will be the ST-7000 open PoS terminal. This new PoS with its robust and versatile design integrates power and connectivity into a very small footprint optimising essential selling space. TOSHIBA TEC quality and reliability combined with new features to lower the total cost of ownership, ensure retailers have a future-proof hardware platform to cater for their ever changing business needs.

A key element of this expansion drive is promoting effective utilisation of synergies between other TOSHIBA divisions. Portable PCs, digital high-definition TVs, system LSIs, flash memories, will now all be part of an extended TOSHIBA family

TEC is the unbeatable market leader in Japan and as a home player, a very successful company. In world markets, we feel that the TOSHIBA brand has a stronger appeal. TOSHIBA TEC Corporation in 2004 decided to zoom in on Europe as our focus market for store automation and industrial printing.

We are carefully making our new branding policy known in our traditional markets but at the same time we will enter new markets with the backing of one of the worlds great names in technology, said Masayuki Horimoto, President of TOSHIBA TECs Europe and Vice President of TOSHIBA TEC America and Senior VP for TOSHIBA TEC Corporation.

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