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TOA in the World

Part Two: TOA Provides "Comfortable Sound Environments" in Major Facilities at Expo 2010 Shanghai

Expo 2010 Shanghai has the most diverse participation of any world expo in history, with a total of 246 countries, regions, and international organizations represented. At this important event, TOA's integrated emergency public address systems installed in over fifty of this event's major facilities and popular pavilions are providing safety and comfort to its over 70 million visitors.

Major installations of TOA integrated emergency public address systems

China Pavilion

China Pavilion

Expo Center

Expo Center

Theme Pavilion

Theme Pavilion

SX-2000 Series

SX-2000 Series

This multi-origination integrated emergency public address system can send announcements, BGM, and other broadcasts from multiple audio sources to different areas in a freely settable manner. It is also installed in the National Indoor Stadium (nicknamed "The Bird Nest") that was the showpiece venue of the Beijing Olympics.


Japan Pavilion

Japan Pavilion

Expo Culture Center

Expo Culture Center

VX-2000 Series

VX-2000 Series

This system is equipped with failure detection and a variety of scheduling functions, making it ideal for public address applications in large-scale facilities.

TOA's long record of achievement leads to new opportunities

In 2006, TOA began an initiative aimed at strengthening its ability to attract new business from national-level projects in China, and in 2008 these efforts paid off when the company installed a TOA integrated emergency broadcast system in the "Bird Nest" National Indoor Stadium at the Beijing Olympic Games. 
Similarly, in 2007 TOA formed a project team with influential local agents in Shanghai with the goal of securing contracts for the facilities associated with Expo 2010 Shanghai. These efforts began with seminars aimed at persuading members of the Expo executive committee, presentations which highlighted the high reliability, operational safety, and audio quality offered by TOA products. One of the most persuasive aspects of these activities was TOA's long, strong, and diverse track record in the industry.
Among the stringent requirements of the Expo 2010 Shanghai project was that the broadcast systems had to be able to deliver clean, clear sound to people anywhere in the sprawling exhibition space, and achieving that would require both sophisticated audio technology and advanced networking capabilities. Moreover, the Expo committee made it clear that for such a high-profile event, China's sense of national pride and dignity would be at stake, making it vitally important for the system to function free of any glitches that might compromise national honor.
On this point, TOA already enjoyed a very positive reputation, for the trouble-free performance of its sophisticated large-scale stadium broadcast systems installed at the Beijing Olympics' numerous venues, as well as its success with integrated emergency public address systems installed in many airports, where dependable performance is of particular importance. The sense of reliability and brand power engendered by such successful achievements played an important role in helping to establish TOA as a strong player capable of competing with strong foreign manufacturers for such major business opportunities.

Customers don't want just "equipment" — they want "solutions"!

It also happened that TOA's essential business stance of selling not just hardware, but rather "the sound itself" and "the environments created by sound" also helped to differentiate it from competitors. While other companies, both foreign and Chinese, were offering proposals that simply plugged their sound equipment into the existing facilities, TOA focused on putting together systems tailored to the diverse spatial characteristics of each specific venue.
For example, in the China Pavilion, with its expansive floor space, TOA devised a public address system that is divided into six channels according to the structural features of the building. This design takes advantage of the building's built-in IP network to implement centralized control while allowing independent broadcast content to be distributed through each channel. For the Theme Pavilion, TOA proposed a system with a "digital ambient controller" that adjusts volume levels automatically depending on changing noise levels, resulting in clean, clear, easy-to-hear sound at all times.
Such solutions, and the power to execute them successfully, can be attributed to TOA's unique capabilities in public address systems-a set of competencies now proven around the world. For TOA, providing solutions means finding ways around obstacles to meet customer needs ever more faithfully, precisely, and appropriately. This can be said to be a starting point for all business, and TOA's ability to meet such challenges is the key to its ultimate success.

TOA's public address systems at Expo 2010 Shanghai are still operating free of any major difficulties, supporting the success of this important event. This success has combined with the achievements of TOA's installations at the Beijing Olympics to bolster the value and appreciation of the TOA brand in the Chinese market. From now on the company will be on active lookout to grasp demand in the Chinese civil sector and make its brand presence felt even more strongly there as well.

Taking Advantage of Expo 2010 Shanghai as a "Big Chance" for Promoting Sales

By Pasture Wang, TOA (CHINA) LIMITED.

Our most important success with this installation was securing the China Pavilion, which is symbolic of the whole of the Expo 2010 Shanghai. The many people visiting this pavilion are treated to the "pleasing, easy-to-hear sound" provided by TOA's expertise, and this has been an excellent opportunity to expand awareness of the TOA brand. It has led to an increase in inquiries and other business approaches by the owners of chain stores and the like, and we are delighted to acknowledge this new business as the latest fruit of our long efforts to extend the TOA brand here in China.
Naturally we intend to capitalize on this success by moving quickly to undertake further sales promotion efforts, which are already underway. We are, for example, targeting the chain businesses currently expanding across the country, to which we have been promoting our in-shop public address systems. Many of these have headquarters in Shanghai, and success with these will lead to opportunities to install TOA systems in their stores nationwide. This kind of major business success will undoubtedly be helpful in boosting awareness and recognition of the TOA brand. Also on our radar are conference systems and PA equipment for the many office buildings now being built all over Shanghai.

Finally, the interior of China, too, like the coastal urban regions, seems set to swing from a focus on price to a focus on quality. With this in mind, we'll continue building the brand power we've established at the Beijing Olympics and Expo 2010 Shanghai to turn opportunity into success.

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