A window to the world

Trusted Reviews:

“ IFA 2006: The Coolest VESA Mount...

– Ever ”

“With all the kafuffle over LCD TVs perhaps one of the most overlooked aspects is what you’ll do with one once you get it back home. Often the plan is to mount it on the wall, but that often evaporates when you realise it limits the quality of viewing experience to one specific area of the room. The answer is a moveable VESA wall mount, but you haven’t seen anything as good as this…

Made by Swedish company LAVA, the LVM-601 motorised wall mount was – perhaps strangely – one of the most impressive pieces of kit I saw at IFA.

It ‘s unique design means it can fit all 25 to 50in flatscreen TVs regardless of manufacturer yet it folds flatter than any static wall mount I’ve ever seen. Furthermore fantastic flexibility means the LVM-601 can be mounted to open left or right or even hung from the ceiling so the TV swings down!”

Lava’s products Remote-controlled

Mounts• First in the world to launch a motorized, remote-controlled wall-mount, at IFA in Berlin, 2006

• Developed by Lava Electronics

• Made in Sweden• Fits all flat-TVs from 26” up

to 50”• Target-groups: design-

oriented, technical-savvies, must-haves…

• Euro 399

• But now…• HALF THE PRICE...• HALF THE SIZE…• THRICE AS GOOD…!

Introducing mMotion:

The Answer:

Affordable– Euro 199/249… consumer price!– Target: the mass-market. – Same or lower price than

non-motorized 42”adjustable mounts.

The mMotion Series – setting new standards for flat-TVs and accessories by offering remote controlled accessories that are:

The Answer:

Swings 180 degrees– Opens like a door– Left or right swing– Extremely silent and smooth

operation – Helps furnish your room!

The mMotion Series – setting new standards for flat-TVs and accessories by offering remote controlled accessories that are:

The Answer:

Smart– Easy to install– Learns any remote– Programmable to your

favourite position (2 presets)

– Can start with your TV– Automatically retracts

The mMotion Series – setting new standards for flat-TVs and accessories by offering remote controlled accessories that are:

The Answer:

Functional– Carries 26” up to 55”

• 45 kgs

– Fits VESA and non-VESA– Market’s thinnest profile– Horizontal and

vertical pitch• Post-installation finetuning• Installers love it!

The mMotion Series – setting new standards for flat-TVs and accessories by offering remote controlled accessories that are:

The Answer:

Safe and solid– Automatic safety stop

when meeting resistance– Manual override, and no

need for reprogramming– Very good and sturdy

engineering– Test reports and

approbations available (UL, CE, TUV/GS etc).

The mMotion Series – setting new standards for flat-TVs and accessories by offering remote controlled accessories that are:

Where to use mMotion?

• Living room– TVs get bigger and bigger, thus harder to place

• Combo living-room and kitchen– TV infront of sitting-group, fold out 90 degrees toward

the dining-table

• Bedroom– on the sidewall, fold out for perfect viewing angle

• Windows– Don’t take away any view

• Patio– Fold out 180 degrees to watch the game from the

barbeque!

Don’t let the TV furnish your home -

you control the interior, you control the TV!

The Market• 2007 approximately 30 million Flat-TVs were sold in

Europe. • Approx. 30-40% are installed on a wall, requiring a

wallmount = at least 9 million wall-mounts.

• Mostly large size TVs are fitted on the wall. 80% x 9 million = 7 200 000 large TVs on the walls of Europe.

• Say that 20% of these TVs are high-end positioned = 1 440 000 large high-end TVs on the walls of Europe ”Opportunity target” – the Wow-factor-buyers!

• Approximately 10-20% of these should be on an arm = 216 000 exclusive TVs, on the wall, on arm, per annum. ”Core target” – who really needs it!

The market:

216 000 up to 1 440 000 exclusive Flat-TVs going up on the wall!

The Business Case – an attractive proposition

• Re-categorize among products: – It is a fully-fledged ”Electronic Product”– New listings in retail, no much competition

yet.

How to sell mMotion?

• Mass-distribution– Retailers, specialists– Professional installers

• Sell as a sales-tool– Demo-mode

• Central support with advertisingand SP-material:– USP-guide for consumers– Interior-advice for consumers– Sales-guide for stores– Store signs and wobblers– Advertisements for press– Banner advertisements

In store display, with Demo-MountStand-alone, or mounted on wall

Stickers on the floor in shops, toattract customers to the mMotion-area

”Buttons” for sales-staff in shops

LAVA’s Roadmap

• Q3-4, 2009: Global introduction and roll-out – mMotion Swing

• Q1-2, 2011: Product extension– mMotion Twist (floor and countertop versions)– mMotion Top (ceiling model)

• Q4, 2010:– Introduction of new LAVA LCD TV series

Summary!• Extremely low price: Euro 199/249

consumer• 180 degrees swing, left or right• Easy to install• Learnable - use any remote controll• Programmable

– 2 presets– Can start & stop with the TV

• Vertical and horizontal pitch for fine-tuning• Slimmest profile on the market• Safety features• Demo-mode