Leica partners with Hisense on Laser TV biz

Visitors tour the Hisense exhibition area at the 2022 Consumer Electronics Show (CES) in Las Vegas, the United States, Jan. 5, 2022. (Xinhua/Wu Xiaoling)

Chinese consumer electronics and appliance manufacturer Hisense and German optical technology and product manufacturer Leica Camera AG recently signed a technological cooperation agreement in Munich, Germany, reported Economic Information Daily on Thursday.

According to the agreement, the two sides will deepen cooperation to accelerate the application and popularization of ultra-short throw laser TV in global market.

As part of its strategic growth strategy, Leica is expanding its business to the rapid-developing laser TV industry, said Matthias Harsch, CEO of Leica Camera AG. As the technology and market leader in the field of Laser TV systems, Hisense is the ideal partner to transfer the potential of high-definition 4k movie productions into a stunning home cinema experience, he added.

"As a leader in the Laser TV industry, Hisense is dedicated to boost global development of Laser TV as a new industry to bring the benefits including large-screen immersive experience, wide colour gamut, energy saving, environmental protection, and eye caring to consumers all over the world. With Leica's remarkable optical technology, Laser TV is able to present clearer and delicate images. The combination of Leica's distinctive image tuning style and extensive colours of Laser light will bring the world a stunning visual feast", says Dr Lin Lan, Chairman of Hisense.

It’s learned that Leica will present Leica Cine 1, the first laser TV product after the partnership, in September at the IFA conference in Berlin.

Headquartered in Qingdao in east China, Hisense topped the global market in terms of sales and took 49 percent of market share in global TV market, according to Omdia, a a global research company based in London.