Even complex head units seem to be becoming commodity items, how is Alpine facing the changing market?
Keith Price: Alpine is looking at the bigger picture of mobile media. With our system integration expertise we are able to provide system solutions that include displays, cameras and more recently image recognition. System integration is key, even in the aftermarket. One of our most successful products this year has been our head unit that has no CD mechanism but offers full control of an iPod. Selling a radio with no CD mechanism would have been inconceivable two years ago but now it is a product with very strong sales and definite interest from the OEMs. They like the simplicity, weight and cost benefits. just-auto: Together with the technologies you describe, Alpine is synonymous with premium sound systems. Recently, we have seen many domestic premium audio suppliers entering the market. How is this affecting Alpine? Keith Price: On one hand it is a positive. It is raising awareness of premium audio and is driving interest in improved in-cabin sound. Second, some of these companies
