Sony Electronics is expanding its market opportunities for its brand of DSS® (Digital Satellite Systems) by partnering with industry experts in the RV market that will customize entertainment equipment to meet the special requirements of RV users.

According to statistics released by the Recreational Vehicle Industry Association, there are nearly six million RVs in this country, representing a consumer base with considerable disposable income. Right now, the RV market constitutes six to seven percent of total DSS sales.

Capitalizing on the entertainment needs of the RV customer, Sony has partnered with companies such as Datron Transco Inc. whose specialized expertise helps bring entertainment on the road.

RV users require the ability to raise the satellite dish on the vehicle to obtain a signal once the RV has stopped or settled in a location, made possible by manual or automatic lift systems.

"RV users want the same entertainment choices while traveling that they have at home," said Sean Rooney, director, Sony Diversified Markets. "Creating custom products with special features that answer RV owners' special needs is one way to greatly expand the market for DSS systems," he explained.

Rooney said that Sony is currently working with companies such as Datron Inc. that have special expertise in providing a variety of lift systems for the RV market. These companies work with the RV manufacturers and with RV owners to provide the equipment needed to receive the benefits of DSS programming.

"Sony and Datron have collaborated successfully to launch the Datron DBS-3000™ Mobile Satellite System, which blends the Sony IRD reflector and LNBF with Datron's product," said Bill Weaver, vice president and general manager of DBS-Products, Division of Datron.

Designed specifically for recreational vehicles, the Datron DBS-3000 antenna mounts on the roof and is wired directly into the D.C. electrical system. With the flip of a switch from inside the vehicle, the antenna stands up, automatically locates the satellite and locks onto the signal with precision microprocessor control. The antenna stows to a 9-inch height to cut wind resistance while driving, and has a small 18-inch diameter mounting footprint.

Sony-brand DSS products offer ease-of-use, capability and advanced consumer benefits, like the Express Navigator™ remote control with Direct Tuning™ picture tuning and a 32-bit microprocessor and UHF remote control which make navigating through the more than 200 channels provided by programmers DIRECTV and U.S. Satellite BroadcastingSM (USSB) easier and faster than ever. Combined with Sony's audio and video components, consumers can experience Maximum TV™ wherever they are. The Sony-brand DSS line-up includes three models: the basic model SAS-BS2, the step-up model SAS-BD2 and the advanced model SAS AD2.

Sony's Consumer Application Group specializes in sales and marketing to non-traditional, non-retail markets and is part of Sony Diversified Markets, which focuses on business to business opportunities for consumer products. Sony-brand DSS products are part of the HATV (Home Audio, TV/DSS, Video products) Marketing Division at Sony Electronics, which has annual sales approaching $8.5 billion. Headquartered in Park Ridge, NJ, the company has nearly 20,000 North American employees. Sony is noted for such product developments as the Mini-Disc digital audio system and Trinitron® television technology. Sony is also the co-developer of the compact disc and CD-ROM technologies and leads the worldwide personal video market with its line of 8mm Handycam® camcorders.