The 11-inch TV that is thinner than a CD case probably hit the "wow" factor harder than the other new products at this year's annual Sony Expo, even though it's not scheduled to be sold in Hawai'i anytime soon.

The prototype TV uses OLED — organic light-emitting diode — technology to create a television image. Karl Okemura, Sony vice president of the Global Military Sales Group, said the company has been pioneering the technology and expects to offer a model for sale in Japan next month for about $1,800.

The first buyers are likely to be business executives and they can monitor TV, music and computer input on the small but extra-clear display, he said.

Yesterday was the opening of the annual expo that shows off the latest in TVs, Vaio computers, cameras, video cameras and other cool electronic gear. The expo is held at the Ala Moana Hotel.

Naobumi "Ned" Nomura, president of Sony Hawaii, said he expects the latest Cyber-shot camera line to be a popular item this holiday season, with a price range that begins at $299.

The camera is capable of identifying when someone smiles and will automatically take a picture. It uses an algorithm to track moving faces within sight, snapping the picture when the smiles are big and bright.

"You don't even need to press the shutter," Nomura said.

The flagship model, the Cyber-shot T200, incorporates a wide 3.5-inch LCD touch-screen, one of the largest in the market.

Okemura said cameras probably will be a popular purchase but added that he also expects a positive reaction to flat-screen TVs, which have dropped in price in recent years. He noted a national survey that 70 percent of consumers hope to get an electronic gift this holiday season.

A wall of flat-screen TVs drew a crowd of expo visitors. Okemura pointed to the footprints on the floor to help consumers figure out what kind of room set-up they should have when purchasing the big-screen TVs.

Sony recommends "minimum viewing distance" of 8 feet away for a 40-inch; 9 feet away for a 46-inch; and 11 feet away for a 52-inch set.

Okemura said shoppers sometimes just measure the space on their wall for the sleek TVs without thinking of the best way to watch them.

He said the expo always attracts a good crowd and that Sony enjoys a good reputation in Hawai'i

Attorney Wayne Wong, an 'Aiea resident, said he owns a 36-inch TV that he bought four to five years ago. He said he favors Sony technology because "the quality's good."

He said he likes to look around at the newest tech toys but believes his own purchase of a big flat-screen may be two to three years off. That's a big maybe. Turns out his kids, ages 10 and 14, favor an earlier purchase. "If my kids had a choice, it would be now," he said with a smile.

Wong said his big "wow" reaction was for the 70-inch TVs, which range in price from $6,000 to $33,000 depending on the technology used in them. "But you'd have to build a special room in your house."

Phyllis Enoki, of Kane'ohe, works as a technical liaison but took time off to check out Sony's latest. She said she goes every year. "I like the high definition," she said.

Enoki found the flat-screen TVs, in many sizes, colors and prices, the most immediately impressive feature at the expo. But she was also taking a look at the PlayStation 3 video games. She said the expo has led to purchases in the past, though usually not the big-ticket items.

Okemura said 12,000 people attended the event last year, although that may dip a little this year because the expo doesn't fall on any weekend days.

Reach Robbie Dingeman at rdingeman@honoluluadvertiser.com.