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Sony

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2004年2月27日,週五,是一個歡樂的日子,索尼電腦在歐洲是娛樂公司(SCEE)倫敦工作室。前一天晚上,它的遊戲之一 - EyeToy的遊戲 - “技術成果”採取了家裡兩部電影和電視藝術久負盛名的英國學院(BAFTA)頒獎,其中包括備受追捧的雕像菲爾·哈里森,執行副總裁,發展對於SCEE,倡導的理念,導致了三年多的開發和營銷工作,有更多的理由感到自豪。 EyeToy的遊戲已經取得了巨大的商業成功,自2003年7月推出了這一成功促使銷售超過250萬份,在歐洲,索尼2003年11月在北美已經推出的遊戲,銷售50萬冊到今天為止,並在2004年2月日本早期。

雖然這些銷售數字令人印象深刻的任何一場比賽,他們是特別顯著的是獨一無二的產品,這基本上是硬件和軟件的捆綁。硬件是一個攝像機,簡稱為“EyeToy的”,即用戶已插入一個索尼的PlayStation2控制台和放置在他們的電視機的頂部。該軟件,恰當地名為“播放”,包括了一個磁盤上12種的遊戲,用戶插入的PlayStation2的遊戲概念很簡單,但突破性的彙編的;由站在鏡頭前,用戶可以把自己變成遊戲(實際看到顯示在電視機上自己的形象),並與出現在屏幕上移動他們身體的遊戲對象交互 - 無需使用傳統的手持控制器(見圖表1有些印象)。這一概念做了間遊戲開發者和高管飛濺時,首先介紹在一個行業會議,並去了上產生消費者的總線。

然而,哈里森意識到有未來顯著的挑戰。對於一款叫做的Groove,這一直是後續一款叫做玩跳舞遊戲,銷量一直比較令人失望的 - 只有10萬台,已經賣出為止。在EyeToy的團隊現在已經證明,有一個持續的市場EyeToy的軟件和理念是“不只是一種時尚,”哈里森所說的那樣。這個承諾是一場艱苦的戰鬥,部分原因是開發和營銷預算的新遊戲是相當有限的。倫敦工作室曾在正在準備發布於2004年,並在2005年初是工作室在朝著正確的方向後,該管道幾個新的軟件概念?抑或是時候重新考慮其發展和營銷策略?

公司背景 隨著綜合年銷售額超過620億,尼是其中一個最大的娛樂公司在全球和多種音頻,視頻,通信和資訊科技產品的領先製造商。索尼被分裂成幾個部門,包括電子,計算機娛樂,音樂娛樂,影視娛樂和金融服務。索尼電腦娛樂公司(SCEI)是總部設在日本,曾在美國,歐洲,韓國,中國和日本子公司告(見財務信息圖表2)。 SCEI負責公司的PlayStation專營權。

索尼的PlayStation 在PlayStation首次有人在日本1994年12月,隨後在美國和歐洲1995年9月它已經迅速成功啟動。四年後,SCEI也叫Ken Kutaragi,曾率領播放站的發展,是其新任總裁兼首席執行官 - 從而突出了視頻遊戲的專營權劃分的重要性。 2000年,SCEI已經推出了其下一代遊戲機的PlayStation2(PS2),首先在日本2000年3月,然後在美國於當年10月,終於在歐洲2000年11月它反映了創造SCEI的使命通過創新的電腦技術,數字視聽技術的融合“娛樂遊戲之外的一種新形式”。同年,SCEI已經推出了PS一,原的PlayStation的全新設計,更小的版本。兩年後,SCEI推出了為PlayStation2,寬帶遊戲服務通過購買一個網絡適配器,用戶可以在線與其他用戶的網絡遊戲。到2004年,的PlayStation2的累計出貨量已經達到了全球7000萬台和2450萬台跨越SCEE的領土。網絡適配器出貨量的數量已經超過35萬台,在同一個地區。

索尼最近宣布兩大未來的版本:(1)便攜式娛樂平台,便攜式的PlayStation(PSP),預定於發行在2004年第四季度; (2)在PSX,先進的家庭娛樂系統與DVD和硬盤驅動器記錄和PlayStation和PlayStation2的兼容性,還預定於發行於2004年另外,雖然索尼沒有作出正式宣布,業內專家普遍預計繼任者的PlayStation2在2006年發布。

索尼電腦歐洲娛樂(SCEE) SCEI的歐洲子公司,索尼電腦娛樂歐洲(SCEE),負責軟件開發,分銷,市場和銷售的PlayStation專營權在歐洲,中東,非洲,大洋洲,所有地區的102地區的PAL的操作電視格式。英國,法國,西班牙,德國和意大利分別在五個主要地區(總PS2用戶2003年7月底從英國420萬在意大利130萬)。所有中央功能以及技術支持,銷售和營銷以及業務發展的基地在倫敦(見的組織結構圖圖表3)。

除了負責所有內部開發的標題,SCEE工具保健營銷活動標題開發SCEI的其他子公司。 2003年,SCEE佔了近650的PlayStation2標題13%,產生的120多萬元的PlayStation2軟件單元26%。其他子公司和第三方開發者,有350第三方授權為PlayStation2在歐洲的這一年,佔標題的剩餘部分。除了靠賣硬件的PlayStation和國內生產的軟件產品收集的收入,SCEI收到由這些第三方出版商 - 通常是市場價格的20%出售標題費。通常新標題為€40賣給€60 SCEE的領土。

SCEE的內部開發工作室分別位於英國倫敦,利物浦和劍橋。 “我們有三個主要角色,遊戲開發,發行的遊戲,和銷售遊戲機及周邊,”傑米·麥克唐納,發展為倫敦工作室主任說。 “我們有一個理念和動力開發的遊戲,是任何其他第三方遊戲開發商的不同。這是我們簡單的一部分。我們判斷的知識產權,我們發展自己。“

內部開發的遊戲包括更多的傳統遊戲,比如足球比賽“這就是足球”,動作/冒險遊戲“逍遙遊”,但像一款叫做更新也是概念。開發團隊在倫敦工作室通過比賽舉辦。也就是說,大約50開發商合作上的逍遙遊,專注於因圍繞2004年聖誕節的續集,而另50人這個工作就是足球的年度的PlayStation2的遊戲。在一款叫做小組還包括了約50個開發人員和程序員,分成較小的團隊工作在不同的遊戲概念。分別預計群體盈利運營。哈里森澄清SCEE的發展目標: 我們有什麼,我們爭取在開發一個非常簡單的遊戲說明,這是成為第一或者是最好的。成為第一個向市場推出一個新的流派,創造一些特別的東西從組起來,像一款叫做,或在現有類別,像逃走。因為我們也是平台持有者我們提倡格式到新的領域,但我們一定要小心,我們不成為一個慈善機構。我們是一個企業,我們要實現的利潤為我們的股東,所以我們必須使每一個產品,每一個商業案例,站起來就其自己的兩隻腳。

開發遊戲通常是一個過程,可能需要長達三年。 SCEE區分三個主要階段:(1)原型設計,其中一個遊戲是從原來的概念,其中的範圍,理念,並已確定類型的遊戲舞台; (2)試生產的,在那裡得到了解決技術問題和“遊戲的概念”被證實; (3)生產,完整的遊戲建在哪裡。第一階段可以採取兩種八個月之間,第二4和12個月之間,而第三個6至16個月。營銷活動通常的推出開始8個月之前。

營銷預算通常被分配在大量的項目,將“南天一柱”標題,這是最高的預算,這是最有前途的商業稱號。例如,倫敦工作室的暢銷書逃走採取了三年左右的時間來開發。針對成熟的觀眾,它已被釋放一年多前,並在歐洲銷售超過150萬台。其開發預算已經約€1000萬,其營銷預算約€9百萬歐洲。

2004年在視頻遊戲行業 視頻遊戲是全球性行業一年300億美元,包括硬件和軟件的銷售。在美國,這個行業了到112億在2003年,只是害羞的創紀錄達到117億2002年的軟件和硬件收入。分析家經常被劃分行業分為兩大類:遊戲機與電腦遊戲。前者通常涉及扮演遊戲被掛接到一個電視或手持機能夠顯示圖形的一個小屏幕機頂盒設備上。獅子在2003年佔有率美國收入100億美元,來自錄像遊戲控制台的軟件和硬件銷售;餘下的12億來自電腦軟件行業。

硬體 三家公司主導的五金市場:索尼,微軟和任天堂(見圖表4對主要統計數據的比較)。索尼公司是市場的領導者,其兩代的PlayStation遊戲機。微軟推出的Xbox其2001年11月在北美地區,並在歐洲2002年3月。一般針對一個稍微年輕的人口,任天堂推出了GameCube遊戲機控制台大約在同一時間(同時也賣出了便攜式設備,遊戲男孩前進)。在2003年底,在PlayStation2曾預計約70萬台的出貨量累計,並且每個大約15萬台的Xbox和GameCube。 競爭成為主導平台是激烈。控制台戰爭已經造成幾家公司從硬件市場,雅達利和世嘉兩個顯著的例子退出。控制台的有限的生命週期複雜的爭奪市場的主導地位。事實上,索尼,微軟和任天堂都已經降低價格,努力地說,即使他們的控制台的生命週期已經見頂的競爭(見圖表5)。微軟和索尼的遊戲機每一個已引進約€480,但已回落到€199,2003年5月任天堂的GameCube遊戲機,其中首次亮相為€199一貫被定價低於其主要競爭對手。像索尼,微軟和任天堂預計將拿出他們的遊戲機在2005年或2006年初新的和改進的版本。

軟體 控制台軟件收入已在美國達到了創紀錄的58億(1.86億台),在2003年也強於歐洲和日本(見圖表6軟件的銷售統計為美國)。全行業的軟件銷售預計將相當強勁,2004年也是如此。雖然索尼,微軟和任天堂生產的軟件用於他們自己的平台,第三方開發者負責的大部分份額標題和收入。領先的第三方發行商和整體市場的領導者是美國藝電。其他主要的第三方出版商Activision公司,Take-Two公司互動,和THQ。總之,這些出版商帶來了上百款遊戲市場每年。然而,標題只有一小部分所產生的大部分的收入。例如,在美國,2003年,超過80場比賽產生的銷量超過25萬台,銷量超過50萬台,39台遊戲,銷量超過100萬台39控制台遊戲。

隨著遊戲硬件和軟件的普及率增加了,遊戲已經成為一個更加主流的活動。儘管如此,安裝基礎的視頻遊戲設備主要包括在他們十幾歲或20多歲的男性。大多數開發力度依然對傳統的“硬核”遊戲玩家偏斜,未能趕上上具有廣泛的人口。在風格方面,最熱門的單機遊戲是動作(27%),體育(18%),賽馬(16%),角色扮演(9%),戰鬥(7%),家庭娛樂(5%),和射手(5%)。

開發EyeToy 為EyeToy的發展過程中採取了四年。博士理查德·馬克斯,總部設在美國的索尼研發集團的工程師,開創了基本技術,這涉及到尋找一種方法來相機連接至PS2和解釋輸入的視頻信號。 2000年11月,哈里森曾邀請標誌證明他的技術在企業內部產品開發會議上,他主持在倫敦。一位與會者的是羅恩Festejo,誰最終成為一款叫做遊戲的製作人。他回憶說: 這次會議是全面的程序員,設計師和藝術家,最難業內人士討好的。你給他們一個遊戲,他們立刻會去“哦,看,你可以看到質感是不完全正確”,或者“看看他們正在做圖形的方式。”。 。但隨後理查德·馬克斯起身那兒,開始向我們展示了這款相機,他已經連接到一台PlayStation2,他向我們展示了在屏幕上簡單的星號的第一件事。然後,我永遠不會忘記這一點,他站在鏡頭前,提出他的手,並在屏幕上,你可以看到他的手移動的星號的出路。我永遠不會忘記在觀眾的喘息。我有我的首席程序員坐在我旁邊,他看著我,他只是在震動。有女性觀眾,秘書,誰沒有真正進入遊戲,甚至他們被震驚了。每個人都倒吸一口冷氣。

“一旦羅恩Festejo公認EyeToy的潛力,我們有技術和內部的冠軍誰的精力和熱情,從那裡的組合,”哈里森說。不久,Festejo和他的團隊的開發人員開始開發基於EyeToy的技術實際視頻遊戲的應用程序。最初,團隊包括只有幾個成員,但它的增長,以包括超過50個成員。第一場比賽,從他們的努力,為總開發成本出現250萬是EyeToy的播放。第二個是EyeToy的的Groove,耗資一2百萬做到。

EyeToy的遊戲 EyeToy的遊戲是軟件捆綁(實際遊戲)和硬件(玩遊戲所需要的相機),(圖表1如圖)一起銷售在一個盒子。與大多數傳統遊戲,軟件包括了三個不同的“模塊”:(1)12小遊戲(見圖表7A獲取更多信息),(2)遊戲室,和(3)視頻消息。 * 迷你遊戲,從“Wishi Washi,”中玩家需要通過一系列的窗口洗自己的方式,以“保持UPS,”這需要用戶通過保持它在停止脫落屏幕底部的球範圍使用他們的頭在空氣中。 * 目標,以nongamers和年幼的孩子,遊戲室提供了一個選擇的“神奇”的視覺效果,如“泡沫”,用戶可以彈出氣泡源源不絕,而“水下”裡的魚的風景,讓在場用戶的印象,他們都在海平面以下。 * 視頻,郵件選項允許用戶錄製視頻信息到存儲卡(標準配件的的PlayStation2)。他們可以回放,或與其他EyeToy的遊戲玩家交換卡,查看他們的信息。
提供迷你遊戲的集合一直是深思熟慮的選擇,根據哈里森:“一旦我們意識到,我們打算做不同的事情,我們決定,重要的是要引入EyeToy的為廣大觀眾越好。而這樣做的一個好方法是與迷你遊戲,因為你可以再創造大量的不同消費者不同的接入點“。
相機,其具有640×480像素的分辨率,只有44毫米測定由53毫米由89毫米並具有內置的麥克風。它的設計,無論是它的形狀和顏色,類似的PS2的。EyeToy的已被設計為“在PlayStation家族的一員,”麥克黑格,藝術總監EyrToy播放說道。他補充說:“我們希望最大限度地發揮其之間的PS2的核心觀眾的吸引力”利用的USB端口是所有PS2s的標準功能,EyeToy的是一個簡單的插件和播放設備。這是很容易使用,它並不需要手動。

EyeToy Groove EyeToy的的Groove是基於相同的核心技術作為播放,也需要使用相機。然而,與玩的,的Groove的軟件沒有捆綁了一個攝像頭。通過“打怪物”的EyeToy的玩的迷你遊戲1靈感,EyeToy的的Groove測試玩家的跳舞音樂的Groovy的舞蹈,得分越高能力。在基本的遊戲模式下,用戶看到顯示在屏幕上的圖像,不得不模仿某些舞蹈動作。特別自由泳部分允許他們自由地跳舞,而本場比賽記錄了他們的運動,可以在以後回放短片。本場比賽帶著授權的音樂流行藝術家,如麥當娜和傑克遜五兄弟,以及一些音樂錄影帶。其它特點包括卡路里計數器模式,特殊的視覺效果,以及單和多種播放模式(見圖表7B了解更多詳情)。…...

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...mistakes of excessive and unrelated diversification and channeled their resources around one or two dominant businesses, Sony still seems to have stuck up in multiple businesses: consumer electronics, music label, online music store, semiconductors, a motion picture company and financial units to name the dominant few. This diversification not only drains the brand's resources to a great extent but also diverts the brand focus from the core of the brand. Additionally, Sony had years of complacency and lack of focus has opened the market in many sectors to younger, much agile players such as Samsung, LG, Apple, Nokia and others that are attacking Sony on multiple fronts. This combined blow from other brands that have become market leaders in businesses that Sony was once a leader is turning out to be very lethal. What should Sony do to regain its lost brand supremacy? It seems ironic that for a solution Sony may want to look at a brand that prides itself on structuring its brand plan based on Sony's - Samsung Electronics. Sony should first regain its lost focus and the best way to do this is to come out of businesses that do not contribute to the overall brand standing in the market place. Secondly Sony should revamp its departments that have a direct impact on creating strong customer perception for the brand - R&D, design, and marketing. In other words, Sony needs to elevate the marketing function to the boardroom and enable marketing to take a lead of the business and......

Words: 355 - Pages: 2

Premium Essay

Sony

...mistakes of excessive and unrelated diversification and channeled their resources around one or two dominant businesses, Sony still seems to have stuck up in multiple businesses: consumer electronics, music label, online music store, semiconductors, a motion picture company and financial units to name the dominant few. This diversification not only drains the brand's resources to a great extent but also diverts the brand focus from the core of the brand. Additionally, Sony had years of complacency and lack of focus has opened the market in many sectors to younger, much agile players such as Samsung, LG, Apple, Nokia and others that are attacking Sony on multiple fronts. This combined blow from other brands that have become market leaders in businesses that Sony was once a leader is turning out to be very lethal. What should Sony do to regain its lost brand supremacy? It seems ironic that for a solution Sony may want to look at a brand that prides itself on structuring its brand plan based on Sony's - Samsung Electronics. Sony should first regain its lost focus and the best way to do this is to come out of businesses that do not contribute to the overall brand standing in the market place. Secondly Sony should revamp its departments that have a direct impact on creating strong customer perception for the brand - R&D, design, and marketing. In other words, Sony needs to elevate the marketing function to the boardroom and enable marketing to take a lead of the business and......

Words: 355 - Pages: 2

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Sony

...SONY Make. Believe Principal of management MG Sony’s Introduction and Summary The Sony Corporation was founded in 1946 by Masaru Ibuka and Akio Morita, The two complement each other with a exclusive mix of product modernization and marketing ability, and formed a company that would in time grow into a more than $60 billion global organization. During the post war in 1950 Ibuka and Morita Sony created first hardware device a tape player recorder which was called the G-TYPE recorder, the first tape player was made from paper and hand painted magnetic material because the materials were high in demands. (news.sel.sony.com) Ibuka was a realistic creator who could predict what products and technologies could be applied to everyday life. He motivated in his engineers he had a spirit of innovation and pushed that helped them to reach beyond their own expectations. Ibuka also encourage a thrilling working environment and an open mind company culture. In the founding booklet, he stated one of his wish was to build a company whose employees are satisfied and pleased by their work and his aspiration to create a fun, energetic workplace.( news.sel.sony.com) Akio Morita was a marketing pioneer who influential in making Sony a household name all over the world, He was determined to launch the Sony brand. (news.sel.sony.com) Their headquarters are located in Tokyo Japan Sony is a global company of audio, video, communications and information technology products......

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Sony

...introduction: Background to SONY ‘s road to Internationalize 1. A brief history of SONY Corporation: * General information: SONY Corporation commonly refer to as SONY, is a Japanese multinational conglomorate corporation headquartered in Tokyo, Japan. The company is one of the leading manufacturers of electronic products for consumers and professional markets. * Name ( đây chỉ là ý chính, còn vào report thì sẽ chi tiết hơn về tên Nhật đầu tiên, sau đó go international thay đổi ntn): went through some changes. Its current name is the combination of “ SONUS” (origin Latin for SONIC, meaning sound), and “SONNY” ( small size or a youthful boy). It was chosen for its simple pronunciation that is the same in any language. * Where/ Who to established: founded in Tokyo in 1946, SONY was the brainchild of two men, an engineer and a physicist. + Start-up capital: 190,000 yen for the research and manufacture of telecommunications and measuring equipment. + Emloyees: (just) 20! * Industry: manufacturing videos, electronic, information technology, video games consoles and commications products. ( tạm thời ntn nhé, khi viết sẽ kĩ hơn về quá trình thành lập nên cty! ) 2. Its major sectors of operation ( services/ products, nature of the industry it operates within): SONY offers a number of products in a variety of product lines aound the world. A. Electronics: TV, cameras, camcorders, home audio, personal audio, mobiphones... * Audio: + SONY produced......

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Sony

...SONY “The name Sony derives from the Latin word sonus meaning sound and the English word sonny-boy – a term used by the Americans in the 1950’s to denote a bright youngster.” Sony was originally called Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering Company) and was founded by Masaru Ibuka and Akio Morita. (The History of the Sony Corporation) In 1958 they changed their name to Sony Corporation because it was easier to pronounce in any language and according to Ibuka the name emphasizes the company’s founding prospectus of the spirit of freedom and open-mindedness. (Sony Corp. Info) Sony concentrates its business efforts towards achieving corporate social responsibility, community involvement, volunteerism and its environment. Sony Corporation is home based in Tokyo Japan and has global subsidiaries located worldwide in the East Asia, Pan-Asia, North America, Europe, and Latin America. The Sony Corporation of America, located in New York is the United States headquarters for Sony. The businesses that operate from the Sony Corporation of America include Sony Electronics Inc., Sony Mobile Communications Inc., Sony Computer Entertainment America, Sony Network Entertainment Inc., Sony Pictures Entertainment Inc., Sony Music Entertainment, Sony/ATV Music Publishing, and Sony Online Entertainment. (WHO WE ARE) Sony emphasizes employee relations. Sony has made it a priority to develop a healthy relationship with their employees. Morita claimed that a large......

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Sony

... Welcome to the World of Sony Background: From my perspective and what I read in the textbook, Sony is falling. The textbook explains that Sony was doing very well on the electronic side if the business. Majority of Sony's revenue was from the United States and Europe, and other countries. Together the United States Europe, and other countries held 60 percent in Sony's sales. In 2009, Sony exports decrease from 70 percent of 2008 to 49 percent (2009). This drop affected production as we'll as employees. Sony also limited orders to their suppliers, which also resulted in the reducing of employees. The Strong Yen also hurt Sony’s financial statements. As Sony translates dollars and euros to yen, the dollar and euros was worth less than the yen. These are the main reason Sony has fallen. Issue: Is it possible for Sony to overcome their crisis? In my opinion, I do not think they can overcome their crises as long as the Strong yen is around. The reason is because a strong yen is seen as a disadvantage to Japan’s largely export driven economy. When the yen remains strong for an extended period of time, the Bank of Japan tries to weaken the currency through direct and indirect intervention. ANALYSIS: If it’s possible for Sony to get back on top, what does Sony have to do? Yes: In my opinion I believe if Sony has a chance to get back on top......

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Sony

...that prices would continue to fall. Sony as well as other local companies were hesitant to invest more in technology and or R&D due to these uncertain conditions thus making their exports less competitive relative to competiton. 2. In what other ways has the strong yen affected Sony's bottom line ? What would be effect of a weak Yen? Exchange rate fluctuations affect Sony’s operating profitability because many of Sony’s products are sold in countries other than the ones in which they were manufactured. The strong appreciation of Yen created a negative impact on Sony's financial results as exports were invoiced in dollars to customers worldwide and production activities such as manufacturing, administrative functions and R&D was mainly concentrated in Japan which resulted in higher production costs due to rise in the value of Yen. A Stronger Yen resulted in net earnings and profits being worth less in yen when translated from US dollar or Euro financial statements. However strong Yen can also lead to higher purchasing power or imports so all the supplies it imports into Japan for its manufacturing would be cheaper. The most immediate impact of the weaker yen is that it makes Sony's exports more competitive and cheaper thus boosting profits of major exporters. A weaker Yen can also reinvigorate the economy and fight deflation by creating a strong demand for products in both domestic and foreign markets as well as could encourage Sony to investment in technology and......

Words: 859 - Pages: 4

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Sony

... Corporate Environmental Management Project Report CSR Strategies for SONY (With Reference to Indian Electronics Industry) Submitted By: Sandeep Srivastava Roll No. 09, ISEM-05 NITIE - Mumbai Guided By: Prof. Shirish Sangle [pic] National Institute of Industrial Engineering Mumbai – 400 087 December 2006 Table of Contents: 1. Introduction 3 2. About SONY Group 4 3. CSR View of SONY 4 4. Management-oriented CSR Practices 4 4.1 Corporate Governance 4 4.2 Compliance 4 4.3 Supply Chain Management 5 5. People-oriented CSR Practices 5 5.1 For Shareholders 5 5.2 For Customers 5 5.3 For Employees 6 5.4 For the Community 7 6. Sony Group Environmental Vision 7 6.1 Approaches to Environmental Issues 7 6.2 Approach to Business Activities 8 6.3 Energy Saving and Resource Conservation 8 6.4 Management of Chemical Substances in Products 8 6.5 Reduction of Environmental Impact in Logistics 9 6.6 Environmentally Conscious Products and Services 9 6.7 Product Recycling 9 6.8 Global Warming Prevention Measures at Sites 9 6.9 Resource Conservation at Sites 9 6.10 Chemical Substance Management at Sites 9 6.11 Natural Environmental Conservation at Sites 10 7. The Way Forward 10 7.1 Reversing the Adversity of Outsourcing 10 7.2 Better Management of E-waste 10 7.3 Trade Union of Professionals 11 7.4 Safety of Female Employees 11 7.5 Narrowing the Digital Divide 11 7.6 Responsible Content Use and Privacy of Data 11 ......

Words: 4859 - Pages: 20

Free Essay

Sony

...scanning that Sony (TV division only) is misinterpreted on analysis? External environment scanning of an organization comprises social, economic, technological and regulatory forces. For Sony electronics and elaborates are the key factors and trends that impact the electronics industry. The external environment scanning that Sony is minister prated on analysis is social environment. According to the analysis the external environment scanning of electronics industry reveals it to be highly competitive with high bargaining power of customers. The industry is also prone to economic and political disturbances across the globe that makes organizations to the economic downturn and political instabilities. Sony has moderate external business environment based on the threats and opportunities offered by the external environment. Social – Electronics industry is influenced by the social factors such as changing lifestyle of the people and decision-makers in the family. The changing preferences of the customers present both, a risk and an opportunity to the various players in the industry depending on their ability to innovate and meet customers’ needs. Sony has been a leader in innovation and therefore, is expected to be benefitted by the change in customer preferences. Economic – The global economy impacts the electronics industry and with the U.S. still recovering from economic recession, the electronics industry is subject to minimized sales. Sony in......

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Sony

...* What is the value proposition? AIBO was not only a lovable toy but also an intelligent functional product that Sony programmed to respond with affection to creatures that ask for people’s nurturance. Sony made it have “brain” and motor skills by artificial intelligence software, made it have “emotion” and “personality” which made customers take it as real pet, or companion. People give care to it and get reaction as well. This kind of feedback loop is an area where people are really emotionally vulnerable. From these AIBOs people can get something touched their hearts and make things easier and more entertainment in life. * What is appeal to buyers in Japan and US? The reasons why AIBO can succeed in Japan were because: First, many Japanese lived in small apartments so that they can’t keep real pets at home. AIBO was the perfect robotic pet, which possesses the fun of a living creature without making the messy inconvenience. Second, the number of elderly population was growing and AIBOs can give them as part of companions. And last, the culture of Japan from all the famous cartoons they grew up with was “Robots are heroes”. So they can accept and love AIBO easily in this environment. But culture in the US is different. The robots appeared in their famous movies and books are often enemies, so older Americans aren’t very comfortable with robot pets since they think there’s something dangerous about technology. Besides the mainstream Americans don’t know what can......

Words: 864 - Pages: 4

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Sony

...The lack of innovation at Sony Electronics manufactures have found the competition becoming fiercer as the gap between product lines, and innovation narrow with new technology becoming an almost monthly occurrence. In a competition where Sony once reigned as one of the leaders, they have found themselves struggling over recent years. These struggles can be attributed to many factors, but one of the greatest contributors to the struggles faced by Sony deal directly with innovation or lack thereof. “The path we must take is clear: to drive the growth of our core electronics businesses-primarily digital imaging smart mobile and game; to turn around the television business; and to accelerate the innovation that enables us to create new business domains”. (Horn, 2012, para. 3) This is a quote made during a interview with PC Mag in which Hirai highlights how he plans on bringing Sony back to the forefront in the technology race, and I feel precursor to why the company is not living up to expectations in which he and the stockholders set. Playing catch-up in the technology race is much harder than being innovated, and tapping into new ideas. It’s ironic that Hirai would make a statement in which his goal is to reinvigorate a specific sector of the company, when his rise to the eventual position of CEO was due in large part to the work done with the gaming division namely the Sony Playstation. Hirai took the nonexistent gaming sector of Sony and brought it to nationwide notoriety,...

Words: 646 - Pages: 3

Free Essay

Sony

...Sony Barelona Plant shared high precentage in the Spain TV market, but they realized changes took place in the market, competitors rose rapidly and the market share decreased. Sony Barelona Plant implemented the STAR project, the goal was to create a standard production and porcurement processes in different European Plants. The concept was to reduce production time cycles, shortening time for delivering products to market, reduce the storing cost and also collaboration with suppliers. however some problems appeared. Several problems came up, which is with NTT members, Many of the NTT members couldn’t handle problem because of lack of experience. Team from Sony Barelona Plant thought they were more experienced than the NTT members and the attitude became the problem. In addition, some NTT members became arrogant and indifferent. Barcelona team believes that consultants do not respect their opinions, even if they know that Barcelona has more experience than themselves. The project team focused on London are being decided their London headquarters on the star of the project. They are made in two Barcelona and Pencoed decision. The entire team focused on London. This leads to a lack of commitment to the project Barcelona in two different factories and its centralized decision-making model ignores the individual factors are not considered, the development of the project, just like the other two factories are the only copy. The difference between Pencoed: There are also......

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Sony

...SONY BRAVIA 3D LED TV WITH DTS Executive Summary Sony Bravia 3D LED DTS TV is a hypothetical product. Though the current 3d led tv’s offer a full high definition pictures with 3D technology, to experience a theatre like sound people have to spend extra money to buy a home theatre system. To provide the tv viewers an excellent sound experience along with full high definition picture sony is introducing this all new 3D LED DTS TV. Demand for 3D LED TVs is on an upswing with 15% contribution to total flat panel sales till April 2011 (As per latest GFK reports) and Sony is fuelling this growth by providing the best quality 3D LED TVs in the Indian market. Delivering the entertainment you want, when you want, the 2011 BRAVIA line-up delivers instant access to online entertainment. Providing internet feature right from 22(56 cms) to 65(165 cms) screen size, customer can Watch, Communicate & Search the internet right in the comfort of their home. Not only this, Sony also has some exclusive internet content such as Sony Entertainment Television video clips, Music Search enabling customers to search artist, album and song information while listening to music tracks and upcoming applications such as Friday Moviez. This line-up also marks the re-birth of 3D HD TVs that delivers outstanding performance in terms of better than ever 3D picture quality. Sony has made an investment of Rs.150 crore towards 360 degree multi-media campaign “The Rebirth. LED TV”.......

Words: 1841 - Pages: 8

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