Panasonic Marketing Middle East and Africa (PMMAF), formerly Panasonic Marketing Middle East (PMM), has used its annual media convention to announce the launch of a complete new range of eco-friendly products for the Middle East and Africa (MEA).

The new products from the Japanese manufacturer include VIERA televisions, LUMIX cameras, audio visual equipment, air conditioners, air purifiers, washing machines and refrigerators with the new Econavi and Nanoe-g technology. New models for office automation and industrial solutions were also introduced.

"As the company expands its market reach to include the African continent and Indian Ocean countries, Panasonic is proud to introduce to the region a complete new range of innovative and eco-friendly products. We are confident that these new additions to our portfolio will once again meet the needs of all our customers and consolidate our industry leading position," commented Mr. Seiji Koyanagi, Managing Director of Panasonic Marketing Middle East and Africa FZE.

A new range of World's first Tropical Inverter Air-conditioners were introduced, the Inverter 55 series can cool 1.5 times faster and saves 30 % more energy compared to the conventional model of air conditioners.

Keeping with the eco theme, the new ECONAVI washing machines now reduce wash time and power consumption by 45% as well as consuming 40% less water. 

Panasonic also introduced stylish and powerful new vacuum cleaners and 360-degree irons and kitchen appliances. New additions in the beauty and health category included the "Milano" series of shavers and mobile beauty products.

Key among its flagship products is the new range of VIERA televisions, which incorporate cutting-edge design, enhanced picture quality and a series of energy efficiency features. All future VIERA televisions will serve as 'smart' interactive communication devices, providing users with an infinitely configurable and immersive new TV-viewing experience, as well as easy access to the internet. Furthermore, Panasonic also has plans to launch larger 44 and 55 inch LED TVs.

Panasonic LUMIX G Series is an exciting new digital interchangeable lens camera system that is based on the new Micro Four Thirds System Standard. Making its debut this year is the compact and lightweight LUMIX GF5 that boasts a new 12.1 megapixel High Picture Quality Live Mos sensor with built-in flash. 

The GF5 offers Full High Definition Video recording capabilities, and users can shoot amazing pictures even in low light conditions thanks to an extended ISO range of up to ISO 12800. With 4fps shooting and 14 art filters, this small wonder ensures creative expression like never before. Customers have the option to either buy the GF5 with the World's First Power Zoom lens or with a Double Lens package which includes a 14mm-42mm Zoom lens and a Wide Angle and Bright Pancake Lens.

A new range of Blu-ray Disc (BD) players including an ultra slim 3D BD player, and iPhone/iPod/Android smartphone supporting sound devices were also launched. 

In October 2010, Panasonic announced its Eco Ideas declaration for the region in line with the company's global theme of environmental sustainability and a determination to become the No.1 green innovation company in the electronics industry by 2018.

Highlights to date include:

• Panasonic remains active with its eco initiatives and in the past year alone more than 15 eco-related educational activities and corporate social responsibility (CSR) programmes were completed to raise public awareness in Middle East and Africa region. Many of these activities were in collaboration with business partners, governments, international NGOS, and other stakeholders. 

• Organised the Kids Witness News (KWN) and the Eco Diary initiative, which engages children aged from seven to 14 years to come up with green ideas on how to preserve the environment. This initiative has now encompasses the entire region.

"As a global leader in the electronics industry, it is our duty to ensure a sustainable future. Panasonic will continue to pursue Eco Ideas for Lifestyles by promoting sustainable and comfortable green living, as well as Eco Ideas for Business-styles. We have had excellent success with our eco initiatives, and we will continue to add to our successes as we move towards becoming the leading green innovation company in our industry by 2018," added Koyanagi.

Panasonic's eco business efforts are recognised on the Dow Jones Sustainability Indexes and the FTSE4Good index by The Financial Times and the London Stock Exchange.