HISTORY:

Masaru Ibuka, the co-founder of Sony

TOKYO TSUSHIN KOGYO :

Sony began in the wake of World War II. In 1946, Masaru Ibuka started an electronics shop in a
department store building in Tokyo. The company had in capital and a total of eight
employees In the following year he was joined by his colleague, Akio Morita, and they founded
a company called Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering Corporation).
The company built Japan's first tape recorder, called the Type-G. In 1958 the company changed
its name to "Sony"

When Tokyo Tsushin Kogyo was looking for a romanized name to use to market themselves,
they strongly considered using their initials, TTK. The primary reason they did not is that the

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railway company Tokyo Kyuko was known as TTK. The company occasionally used the
acronym "Totsuko" in Japan, but during his visit to the United States, Morita discovered that
Americans had trouble pronouncing that name. Another early name that was tried out for a while
was "Tokyo Teletech" until Akio Morita discovered that there was an American company already
using Teletech as a brand name.

The name "Sony" was chosen for the brand as a mix of two words. One was the Latin word
"sonus", which is the root of sonic and sound, and the other was "sonny", a common slang term
used in 1950s America to call a boy. In the 1950s Japan "sonny boys", was a loan word into
Japanese which connoted smart and presentable young men, which Sony founders Akio
Morita and Masaru Ibuka considered themselves to be.

The first Sony-branded product, the TR-55 transistor radio, appeared in 1955 but the company
name did not change to Sony until January 1958.

At the time of the change, it was extremely unusual for a Japanese company to use Roman
leters to spell its name instead of writing it in kanji. The move was not without opposition: TTK's
principal bank at the time, Mitsui, had strong feelings about the name. They pushed for a name
such as Sony Electronic Industries, or Sony Teletech. Akio Morita was firm, however, as he did
not want the company name tied to any particular industry. Eventually, both Ibuka and Mitsui
Bank's chairman gave their approval.

GLOBALIZATION

According to Schiffer, Sony's TR-63 radio "cracked open the U.S. market and launched the
new industry of consumer microelectronics." By the mid-1950s, American teens had begun
buying portable transistor radios in huge numbers, helping to propel the fledgling industry from
an estimated 100,000 units in 1955 to 5 million units by the end of 1968.

Sony co-founder Akio Morita founded Sony Corporation of America in 1960. In the process, he
was struck by the mobility of employees between American companies, which was unheard of in
Japan at that time. When he returned to Japan, he encouraged experienced, middle-aged
employees of other companies to reevaluate their careers and consider joining Sony. The
company filled many positions in this manner, and inspired other Japanese companies to do the
same. Moreover, Sony played a major role in the development of Japan as a powerful exporter

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during the 1960s, 1970s and 1980s. It also helped to significantly improve American perceptions
of "made in Japan" products. Known for its production quality, Sony was able to charge above-
market prices for its consumer electronics and resisted lowering prices.

In 1971, Masaru Ibuka handed the position of president over to his co-founder Akio Morita.
Sony began a life insurance company in 1979, one of its many peripheral businesses. Amid a
global recession in the early 1980s, electronics sales dropped and the company was forced to cut
prices.[19] Sony's profits fell sharply. "It's over for Sony," one analyst concluded. "The company's
best days are behind it." Around that time, Norio Ohga took up the role of president. He
encouraged the development of the Compact Disc in the 1970s and 1980s, and of
the PlayStation in the early 1990s. Ohga went on to purchase CBS Records in 1988
and Columbia Pictures in 1989, greatly expanding Sony's media presence. Ohga would succeed
Morita as chief executive officer in 1989. Under the vision of co-founder Akio Moritaand his
successors, the company had aggressively expanded into new businesses. Part of its motivation
for doing so was the pursuit of "convergence," linking film, music and digital electronics via the
Internet. This expansion proved unrewarding and unprofitable, threatening Sony's ability to
charge a premium on its products[20] as well as its brand name. In 2005, Howard
Stringer replaced Nobuyuki Idei as chief executive officer, marking the first time that a foreigner
had run a major Japanese electronics firm. Stringer helped to reinvigorate the company's
struggling media businesses, encouraging blockbusters such as Spider-Man while cutting 9,000
jobs. He hoped to sell off peripheral business and focus the company again on
electronics. Furthermore, he aimed to increase cooperation between business units, which he
described as "silos" operating in isolation from one another. In a bid to provide a unified brand
for its global operations, Sony introduced a slogan known as "make.believe" in 2009.

Despite some successes, the company faced continued struggles in the mid- to late-2000s. In
2012, Kazuo Hirai was promoted to president and CEO, replacing Sir Howard Stringer. Shortly
thereafter, Hirai outlined his company-wide initiative, named "One Sony" to revive Sony from
years of financial losses and bureaucratic management structure, which proved difficult for
former CEO Stringer to accomplish, partly due to differences in business culture and native
languages between Stringer and some of Sony's Japanese divisions and subsidiaries. Hirai
outlined three major areas of focus for Sony's electronics business, which include imaging

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technology, gaming and mobile technology, as well as a focus on reducing the major losses from
the television business.

Sony Store in Markville Shopping Centre in 2014

In February 2014, Sony announced the sale of its Vaio PC division to a new corporation owned
by investment fund Japan Industrial Partners and spinning its TV division into its own
corporation as to make it more nimble to turn the unit around from past losses totaling $7.8
billion over a decade. Later that month, they announced that they would be closing 20 stores.
[24]
In April, the company announced that they would be selling 9.5 million shares in Square
Enix (roughly 8.2 percent of the game company's total shares) in a deal worth approximately $48
million. In May 2014 the company announced it was forming two joint ventures with Shanghai
Oriental Pearl Group to manufacture and market Sony's PlayStation games consoles and
associated software in China.

1. FORMATS AND TECHNOLOGIES

Sony has historically been notable for creating its own in-house standards for new recording
and storage technologies, instead of adopting those of other manufacturers and standards bodies.
Sony (either alone or with partners) has introduced several of the most popular recording
formats, including the floppy disk, Compact Disc and Blu-ray Disc.

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VIDEO RECORDING

The company launched the Betamax videocassette recording format in 1975. Sony became
embroiled in the infamous videotape format war of the early 1980s, when Sony was marketing
the Betamax system for video cassette recorders against the VHS format developed by JVC. In
the end, VHS gained critical mass in the marketbase and became the worldwide standard for
consumer VCRs.

While Betamax is for all practical purposes an obsolete format, a professional-

oriented component video format called Betacam that was derived from Betamax is still used
today, especially in the television industry, although far less so in recent years with the
introduction of digital and high definition.

In 1985, Sony launched their Handycam products and the Video8 format. Video8 and the follow-
on hi-band Hi8 format became popular in the consumer camcorder market. In 1987 Sony
launched the 4 mm DAT or Digital Audio Tape as a new digital audio tape standard.

AUDIO RECORDING

In 1979 the Walkman brand was introduced, in the form of the world's first portable music
player using the compact cassette format. Sony introduced the MiniDisc format in 1992 as an
alternative to Philips DCC or Digital Compact Cassette and as a successor to the compact
cassette. Since the introduction of MiniDisc, Sony has attempted to promote its own audio
compression technologies under the ATRAC brand, against the more widely used MP3. Until
late 2004, Sony's Network Walkman line of digital portable music players did not support the
MP3 standard natively.

In 2004, Sony built upon the MiniDisc format by releasing Hi-MD. Hi-MD allows the playback
and recording of audio on newly introduced 1 GB Hi-MD discs in addition to playback and
recording on regular MiniDiscs. In addition to saving audio on the discs, Hi-MD allows the
storage of computer files such as documents, videos and photos.

AUDIO ENCODING

In 1993, Sony challenged the industry standard Dolby Digital 5.1 surround sound format with
a newer and more advanced proprietary motion picture digital audio format called SDDS (Sony
Dynamic Digital Sound). This format employed eight channels (7.1) of audio opposed to just six

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used in Dolby Digital 5.1 at the time. Ultimately, SDDS has been vastly overshadowed by the
preferred DTS (Digital Theatre System) and Dolby Digital standards in the motion picture
industry. SDDS was solely developed for use in the theatre circuit; Sony never intended to
develop a home theatre version of SDDS.

Sony and Philips jointly developed the Sony-Philips digital interface format (S/PDIF) and the
high-fidelity audio system SACD. The latter has since been entrenched in a format war
with DVD-Audio. At present, neither has gained a major foothold with the general public. CDs
are preferred by consumers because of ubiquitous presence of CD drives in consumer devices.

OPTICAL STORAGE

In 1983, Sony followed their counterpart Philips to the Compact Disc (CD). In addition to
developing consumer-based recording media, after the launch of the CD Sony began
development of commercially based recording media. In 1986 they launched Write-Once optical
discs (WO) and in 1988 launched Magneto-optical discs which were around 125MB size for the
specific use of archival data storage. [27] In 1984, Sony launched the Discman series which
extended their Walkman brand to portable CD products.

In the early 1990s, two high-density optical storage standards were being developed: one was the
MultiMedia Compact Disc (MMCD), backed by Philips and Sony, and the other was the Super
Density disc (SD), supported by Toshiba and many others. Philips and Sony abandoned their
MMCD format and agreed upon Toshiba's SD format with only one modification. The unified
disc format was called DVD and was introduced in 1997.

Sony was one of the leading developers of the Blu-ray Disc optical disc format, the newest
standard for disc-based content delivery. The first Blu-ray players became commercially
available in 2006. The format emerged as the standard for HD media over the competing format,
Toshiba's HD DVD, after a two-year-long high definition optical disc format war.

DISK STORAGE

In 1983 Sony introduced 90 mm micro diskettes (better known as 3.5-inch (89 mm) floppy
disks), which it had developed at a time when there were 4" floppy disks, and a lot of variations
from different companies, to replace the then on-going 5.25" floppy disks. Sony had great

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success and the format became dominant. 3.5" floppy disks gradually became obsolete as they
were replaced by current media formats.

FLASH MEMORY

Sony launched in 1998 their Memory Stick format, flash memory cards for use in Sony lines
of digital cameras and portable music players. It has seen little support outside of Sony's own
products, with Secure Digital cards (SD) commanding considerably greater popularity. Sony has
made updates to the Memory Stick format with Memory Stick Duo and Memory Stick Micro.

BUSINESS UNITS

Sony offers products in a variety of product lines around the world. Sony has developed a
music playing robot called Rolly, dog-shaped robots called AIBO and a humanoid robot
called QRIO.

As of 1 April 2016, Sony is organized into the following business segments: Mobile
Communications (MC), Game & Network Services (G&NS), Imaging Products & Solutions
(IP&S), Home Entertainment & Sound (HE&S), Semiconductors, Components, Pictures, Music,
Financial Services and All Other. The network and medical businesses are included in the G&NS
and IP&S, respectively.

SONY CORPORATION

Sony at Westfield Riccartonshopping centre in Christchurch, New Zealand

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Sony Corporation is the electronics business unit and the parent company of the Sony Group. It
primarily conducts strategic business planning of the group, research and development (R&D),
planning, designing and marketing for electronics products. Its subsidiaries such as Sony Global
Manufacturing & Operations Corporation (SGMO; plants in Japan), Sony Semiconductor
Manufacturing Corporation (7 plants in Japan), Sony Storage Media and Devices Corporation,
Sony Energy Devices Corporation and its subsidiaries outside Japan (Brazil, China, UK (Wales),
India, Malaysia, Singapore, South Korea, Thailand, Ireland and United States) are responsible
for manufacturing as well as product engineering (SGMO is also responsible for customer
service operations). In 2012, Sony rolled most of its consumer content services (including video,
music and gaming) into the Sony Entertainment Network.

AUDIO

Sony produced the world's first portable music player, the Walkman in 1979. This line fostered a
fundamental change in music listening habits by allowing people to carry music with them and
listen to music through lightweight headphones. Walkman originally referred to portable
audio cassette players. The company now uses the Walkman brand to market its portable audio
and video players as well as a line of former Sony Ericsson mobile phones.

Sony utilized a related brand, Discman, to refer to its CD players. It dropped this name in the late
1990s.

COMPUTING

Sony produced computers (MSX home computers and NEWS workstations) during the 1980s,
exclusively for sale in the Japanese market. The company withdrew from the computer business
around 1990. Sony entered again into the global computer market under the new VAIO brand,
began in 1996. Short for "Video Audio Integrated Operation", the line was the first computer
brand to highlight visual-audio features.

Sony faced considerable controversy when some of its laptop batteries exploded and caught fire
in 2006, resulting in the largest computer-related recall to that point in history.

In a bid to join the tablet computer market, the company launched its Sony Tablet line
of Android tablets in 2011. Since 2012, Sony's Android products have been marketed under
the Xperia brand used for its smartphones.

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On 4 February 2014, Sony announced that it will sell its VAIO PC business due to poor sales and
Japanese company Japan Industrial Partners (JIP) will purchase the VAIO brand, with the deal
finalized by the end of March 2014. Sony maintains a minority stake in the new, independent
company.

PHOTOGRAPHY & VIDEOGRAPHY

A Sony Action-camera with underwater housing

Sony offers a wide range of digital cameras. Point-and-shoot models adopt the Cyber-shot name,
while digital single-lens reflex models are branded using Alpha.

The first Cyber-shot was introduced in 1996. At the time, digital cameras were a relative novelty.
Sony's market share of the digital camera market fell from a high of 20% to 9% by 2005.[21]

Sony entered the market for digital single-lens reflex cameras in 2006 when it acquired the
camera business of Konica Minolta. Sony rebranded the company's line of cameras as
its Alpha line. Sony is the world's third largest manufacturer of the cameras,
behind Canon and Nikon respectively.

There are also a variety of Camcorders which are manufactured by Sony.

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VIDEO

In 1968 Sony introduced the Trinitron brand name for its lines of aperture grille cathode ray
tube televisions and (later) computer monitors. Sony stopped production of Trinitron for most
markets, but continued producing sets for markets such as Pakistan, Bangladesh and China. Sony
discontinued its series of Trinitron computer monitors in 2005. The company discontinued the
last Trinitron-based television set in the USA in early 2007. The end of Trinitron marked the end
of Sony's analog television sets and monitors.

Sony used the LCD WEGA name for its LCD TVs until summer 2005. The company then
introduced the BRAVIA name. BRAVIA is an in house brand owned by Sony which produces
high-definition LCD televisions, projection TVs and front projectors, home cinemas and the
BRAVIA home theatre range. All Sony high-definition flat-panel LCD televisions in North
America have carried the logo for BRAVIA since 2005. Sony is the third-largest maker of
televisions in the world. As of 2012, Sony's television business has been unprofitable for eight
years.

In December 2011, Sony agreed to sell all stake in an LCD joint venture
with Samsung Electronics for about $940 million. On 28 March 2012, Sony Corporation
and Sharp Corporation announced that they have agreed to further amend the joint venture
agreement originally executed by the parties in July 2009, as amended in April 2011, for the
establishment and operation of Sharp Display Products Corporation ("SDP"), a joint venture to
produce and sell large-sized LCD panels and modules.

On November 9, 2015 Sony announced that they are going to stop producing Betamax Tapes in
March 2016.

Sony also sells a range of DVD players. It has shifted its focus in recent years to promoting
the Blu-ray format, including discs and players.

SEMICONDUCTOR AND COMPONENTS

Sony produces a wide range of semiconductors and electronic components including image
sensors, image processor (BIONZ), laser diodes, system LSIs, mixed-signal LSIs, OLED panels,
etc. The company has a strong presence in the image sensor market. Sony-manufactured CCD
and CMOS image sensors are widely used in digital cameras, tablet computers and smartphones.

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MEDICAL-RELATED BUSINESS

Sony has targeted medical, healthcare and biotechnology business as a growth sector in the
future. The company acquired iCyt Mission Technology, Inc. (renamed Sony Biotechnology Inc.
in 2012), a manufacture of flow cytometers, in 2010 and Micronics, Inc., a developer of
microfluidics-based diagnostic tools, in 2011.

In 2012, Sony announced that it will acquire all shares of So-net Entertainment Corporation,
which is the majority shareholder of M3, Inc., an operator of portal sites (m3.com, MR-kun,
MDLinx and MEDI:GATE) for healthcare professionals.

On 28 September 2012, Olympus and Sony announced that the two companies will establish a
joint venture to develop new surgical endoscopes with 4K resolution (or higher) and 3D
capability. Sony Olympus Medical Solutions Inc. (Sony 51%, Olympus 49%) was established on
16 April 2013.

On 28 February 2014, Sony, M3 and Illumina established a joint venture called P5, Inc. to
provide a genome analysis service for research institutions and enterprises in Japan. . The
company acquired iCyt Mission Technology, Inc. (renamed Sony Biotechnology Inc. in 2012), a
manufacture of flow cytometers,

unusual for the time. Despite their innovations, SMC faced intense competition from
Apple's iPhone, released in 2007. From 2008 to 2010, amid a global recession, SMC slashed its
workforce by several thousand. Sony acquired Ericsson's share of the venture in 2012 for over
US$1 billion. In 2009, SMC was the fourth-largest mobile phone manufacturer in the world
(after Nokia, Samsung and LG).

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SONY MOBILE COMMUNICATIONS

Sony Mobile Communications Inc. (formerly Sony Ericsson) is a multinational mobile

phone manufacturing company headquartered in Tokyo, Japan and a wholly owned subsidiary of
Sony Corporation.

In 2001, Sony entered into a joint venture with Swedish telecommunications company Ericsson,
forming Sony Ericsson. Initial sales were rocky, and the company posted losses in 2001 and
2002. However, SMC reached a profit in 2003. Sony Ericsson distinguished itself with
multimedia-capable mobile phones, which included features such as cameras. These were
unusual for the time. Despite their innovations, SMC faced intense competition from
Apple's iPhone, released in 2007. From 2008 to 2010, amid a global recession, SMC slashed its
workforce by several thousand. Sony acquired Ericsson's share of the venture in 2012 for over
US$1 billion. In 2009, SMC was the fourth-largest mobile phone manufacturer in the world
(after Nokia, Samsung and LG). By 2010, its market share had fallen to sixth place. Sony Mobile
Communications now focuses exclusively on the smartphone market under the Xperia name. In
2015, Sony released Xperia Z5 Premium in Canada following US and Europe.

In the year 2013, Sony contributed to two percent of the mobile phone market with 37 million
mobile phones sold.

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SONY INTERACTIVE ENTERTAINMENT

The PlayStation 2 is the best-selling video game console of all time.

Sony Interactive Entertainment (formerly Sony Computer Entertainment) is best known for
producing the popular line of PlayStation consoles. The line grew out of a failed partnership with
Nintendo. Originally, Nintendo requested for Sony to develop an add-on for its console that
would play Compact Discs. In 1991 Sony announced the add-on, as well as a dedicated console
known as the "Play Station". However, a disagreement over software licensing for the console
caused the partnership to fall through. Sony then continued the project independently.

Launched in 1994, the first PlayStation gained 61% of global console sales and broke Nintendo's
long-standing lead in the market.[49] Sony followed up with the PlayStation 2 in 2000, which was
even more successful. The console has become the most successful of all time, selling over
150 million units as of 2011. Sony released the PlayStation 3, a high-definition console, in 2006.
It was the first console to use the Blu-ray format, although its expensive[21] Cell processor made it
considerably more expensive than competitors Xbox 360 and Wii. Early on, poor sales
performance resulted in significant losses for the company, pushing it to sell the console at a loss.
[50]
The PlayStation 3 sold generally more poorly than its competitors in the early years of its

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release but managed to overtake the Xbox 360 in global sales later on. [51] It later introduced
the PlayStation Move, an accessory that allows players to control video games using motion
gestures.

Sony extended the brand to the portable games market in 2005 with the PlayStation
Portable (PSP). The console has sold reasonably, but has taken a second place to a rival
handheld, the Nintendo DS. Sony developed the Universal Media Disc (UMD) optical disc
medium for use on the PlayStation Portable. Early on, the format was used for movies, but it has
since lost major studio support. Sony released a disc-less version of its PlayStation Portable, the
PSP Go. The company went on to release its second portable video game system, PlayStation
Vita, in 2011 and 2012. Sony launched its fourth console, the PlayStation 4, on 15 November
2013, which as of 3 January 2016 has sold 35.9 million units.[52]

On 18 March 2014, at GDC, President of Sony Computer Entertainment Worldwide

Studios Shuhei Yoshida announced their new virtual reality technology dubbed Project
Morpheus, and later named PlayStation VR, for PlayStation 4. The headset brought VR gaming
and non-gaming software to the company's console. According to a report released by Houston-
based patent consulting firm LexInnova in May 2015, Sony is leading the virtual reality patent
race. According to the firms analysis of nearly 12,000 patents or patent applications, Sony has
366 virtual reality patents or patent applications. [53] PlayStation VR was released worldwide on
13 October 2016.

SONY CREATIVE SOFTWARE

Catalyst Browse and Catalyst Production Suite are consumer software for professional broadcast
and production applications.

ELECTRIC VEHICLES AND BATTERIES

In 2014, Sony participated within NRG Energy eVgo Ready for Electric Vehicle (REV) program,
for EV charging parking lots.

Sony is in the business of electric vehicle lithium-ion batteries.

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IT giants such as Google (driverless car) and Apple (iCar/Project Titan) are working on electric
vehicles and self driving cars, competing with Tesla; Sony is entering into this field by investing
the ZMP company.

On July 28, 2016, Sony announced that the company will sell its battery business to Murata
Manufacturing.

ENTERTAINMENT

Sony Pictures Plaza, next to the main studio lot of Sony Pictures Entertainment in Culver City

Sony Pictures Entertainment, Inc. (SPE) is the television and film production/distribution unit of
Sony. The company has produced many notable movie franchises, including Spider-Man, The
Karate Kid It has also produced the popular television game shows Jeopardy! and Wheel of
Fortune.

Sony entered the television and film production market when it acquired Columbia Pictures
Entertainment Columbia lives on in the Columbia TriStar Motion Picture Group, a subsidiary of
SPE which in turn owns Columbia Pictures and TriStar Pictures. SPE's television division is
known as Sony Pictures Television.

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For the first several years of its existence, Sony Pictures Entertainment performed poorly,
leading many to suspect the company would sell off the division. Sony Pictures Entertainment
encountered controversy in the early 2000s. In July 2000, a marketing executive working for
Sony Corporation created a fictitious film critic, David Manning, who gave consistently good
reviews for releases from Sony subsidiary Columbia Pictures that generally received poor
reviews amongst real critics. Sony later pulled the ads, suspended Manning's creator and his
supervisor and paid fines to the state of Connecticut and to fans who saw the reviewed films in
the US. In 2006 Sony started using ARccOS Protection on some of their film DVDs, but later
issued a recall.

SONY MUSIC ENTERTAINMENT

Sony Music Entertainment (also known as SME or Sony Music) is the second-largest
global recorded music company of the "big three" record companies and is controlled by Sony
Corporation of America, the United States subsidiary of Japan's Sony. The company owns full or
partial rights to the catalogues of Michael Jackson, The Beatles, Usher, Eminem, Akon and
others.

In one of its largest-ever acquisitions, Sony purchased CBS Record Group in 1987 for US$2
billion. In the process, Sony gained the rights to the catalogue of Michael Jackson, considered to
be the most successful entertainer of all time. The acquisition of CBS Records provided the
foundation for the formation of Sony Music Entertainment, which Sony established in 1991.

In 2004, Sony entered into a joint venture with Bertelsmann AG, merging Sony Music
Entertainment with Bertelsmann Music Group to create Sony BMG. In 2005, Sony BMG faced
a copy protection scandal, because its music CDs had installed malware on users' computers that
was posing a security risk to affected customers. In 2007, the company acquired Famous
Music for US$370 million, gaining the rights to the catalogues of Eminem and Akon, among
others.

Sony bought out Bertelsmann's share in the company and formed a new Sony Music
Entertainment in 2008. Since then, the company has undergone management changes. In January
1988, Sony acquired CBS Records and the 50% of CBS/Sony Group. In March 1988, four
wholly owned subsidiaries were folded into CBS/Sony Group and the company was renamed
as Sony Music Entertainment Japan
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SONY/ATV MUSIC PUBLISHING

Besides its record label, Sony operates other music businesses. In 1995, Sony purchased a 50%
stake in ATV Music Publishing, forming Sony/ATV Music Publishing. At the time, the
publishing company was the second-largest of its kind in the world. The company owns much of
the publishing rights to the catalog of The Beatles. Sony purchased digital music recognition
company Gracenote in 2008.

SONY FINANCIAL SERVICES

Sony Financial Holdings is a holding company for Sony's financial services business. It owns
and oversees the operation of Sony Life (in Japan and the Philippines), Sony Assurance, Sony
Bank and Sony Bank Securities. The company is headquartered in Tokyo, Japan.

Sony Financial accounts for half of Sony's global earnings. The unit proved the most profitable
of Sony's businesses in fiscal year 2006, earning $1.7 billion in profit. Sony Financial's low fees
have aided the unit's popularity while threatening Sony's premium brand name.

MOBILE PAYMENTS

Sony wants to contend with Apple Inc. and Samsung Electronics Co. on mobile payments in
Asia. Sony plans to use its contact-less payment technology to make ground in the public
transportation industry across Asia. The system, known as FeliCa, relies on two forms of
technologies to make it viable, either chips embedded in smartphones or plastic cards with chips
embedded in them. Sony plans to implement this technology in train systems in Indonesia as
early as Spring 2016.

CORPORATE INFORMATION
FINANCES

Sony is one of Japan's largest corporations by revenue. It had revenues of 6.493 trillion in
2012. It also maintains large reserves of cash, with 895 billion on hand as of 2012. In May
2012, Sony shares were valued at about $15 billion.

The company was immensely profitable throughout the 1990s and early 2000s, in part because of
the success of its new PlayStation line. The company encountered financial difficulty in the mid-

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to late-2000s due to a number of factors: the global financial crisis, increased competition for
PlayStation, and the devastating Japanese earthquake of 2011. The company faced three
consecutive years of losses leading up to 2011. While noting the negative effects of intervening
circumstances such as natural disasters and fluctuating currency exchange rates, the Financial
Times criticized the company for its "lack of resilience" and "inability to gauge the economy." he
newspaper voiced skepticism about Sony's revitalization efforts, given a lack of tangible results.

In September 2000 Sony had a market capitalization of $100 billion; but by December 2011 it
had plunged to $18 billion, reflecting falling prospects for Sony but also reflecting grossly
inflated share prices of the 'dot.com' years. Net worth, as measured by stockholder equity, has
steadily grown from $17.9 billion in March 2002 to $35.6 billion through December
2011. Earnings yield (inverse of the price to earnings ratio) has never been more than 5% and
usually much less; thus Sony has always traded in over-priced ranges with the exception of the
2009 market bottom.

In April 2012, Sony announced that it would reduce its workforce by 10,000 (6% of its employee
base) as part of CEO Hirai's effort to get the company back into the black. This came after a loss
of 520 billion yen (roughly US$6.36 billion) for fiscal 2012, the worst since the company was
founded. Accumulation loss for the past four years was 919.32 billion-yen. Sony planned to
increase its marketing expenses the jobs cut come from the company's mobile phone unit's
workforce. 700 jobs will be cut in the 20122013 fiscal year and the remaining 300 in the
following fiscal year.

Sony's 2009 sales and distribution by geographical region

Geographic region Total sales (yen in millions)

Japan 1,873,219

United States 2,512,345

Europe 2,307,658

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Other Areas 2,041,270

On 9 December 2008, Sony Corporation announced that it would be cutting 8,000 jobs, dropping
8,000 contractors and reducing its global manufacturing sites by 10% to save $1.1 billion per
year.

In January 2013, Sony announced it was selling its US headquarters building for $1.1 billion to a
consortium led by real estate developer The Chetrit Group.

On 28 January 2014, Moody's Investors Services dropped Sony's credit rating to Ba1"judged
to have speculative elements and a significant credit risk"saying that the company's
"profitability is likely to remain weak and volatile.

On 6 February 2014, Sony announced it would trim as many as 5,000 jobs as it attempts to sell
its PC business and focus on mobile and tablets.

ENVIRONMENTAL RECORD

In November 2011, Sony was ranked 9th (jointly with Panasonic) in Greenpeace's Guide to
Greener Electronics. This chart grades major electronics companies on their environmental work.
The company scored 3.6/10, incurring a penalty point for comments it has made in opposition to
energy efficiency standards in California. It also risks a further penalty point in future editions
for being a member of trade associations that have commented against energy efficiency
standards.[86] Together with Philips, Sony receives the highest score for energy policy advocacy
after calling on the EU to adopt an unconditional 30% reduction target for greenhouse gas
emissions by 2020. Meanwhile, it receives full marks for the efficiency of its products. In 2007,
Sony ranked 14th on the Greenpeace guide. Sony fell from its earlier 11th-place ranking due
to Greenpeace's claims that Sony had double standards in their waste policies.

Since 1976, Sony has had an Environmental Conference. Sony's policies address their effects on
global warming, the environment, and resources. They are taking steps to reduce the amount of
greenhouse gases that they put out as well as regulating the products they get from their suppliers
in a process that they call "green procurement". Sony has said that they have signed on to have

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about 75 percent of their Sony Building running on geothermal power. The "Sony Take Back
Recycling Program" allow consumers to recycle the electronics products that they buy from
Sony by taking them to eCycle (Recycling) drop-off points around the U.S. The company has
also developed a biobattery that runs on sugars and carbohydrates that works similarly to the way
living creatures work. This is the most powerful small biobattery to date.

In 2000, Sony faced criticism for a document entitled "NGO Strategy" that was leaked to the
press. The document involved the company's surveillance of environmental activists in an
attempt to plan how to counter their movements. It specifically mentioned environmental groups
that were trying to pass laws that held electronics-producing companies responsible for the
cleanup of the toxic chemicals contained in their merchandise.

Mission and Vision Statements

An organizational mission is an organization's reason for existence. It often reflects the values
and beliefs of top managers in an organization. A mission statement is the broad definition of the
organizational mission. It is sometimes referred to as a creed, purpose, or statement of corporate
philosophy and values.

Mission and Vision Statements

An organizational mission is an organization's reason for existence. It often reflects the values
and beliefs of top managers in an organization. A mission statement is the broad definition of the
organizational mission. It is sometimes referred to as a creed, purpose, or statement of corporate
philosophy and values.

20
A good mission statement inspires employees and provides a focus and direction for setting
lower level objectives. It should guide employees in making decisions and establish what the
organization does. Mission statements are crucial for organizations to prosper and grow. While
studies suggest that they have a positive impact on profitability and can increase shareholder
equity, they also support that almost 40 percent of employees do not know or understand their
company's mission.

Large as well as small corporations benefit from creating mission statements. Entrepreneurial
businesses are driven by vision and high aspirations. Developing a mission statement helps the
small business realize their vision. Its primary purpose is to guide the entrepreneur and assist in
refining the planning process. By developing a strategic plan that incorporates the mission
statement, entrepreneurs are more likely to be successful and stay focused on what is important.
The mission statement encourages managers and small business owners alike to consider the
nature and scope of the business. Business Week attributes 30 percent higher return on several
key financial measures for companies with well-crafted mission statements.

COMMON ELEMENTS

While mission statements vary from organization to organization and represent the distinctness
of each one, they all share similar components. Most statements include descriptions of the
organization's target market; the geographic domain; their concern for survival, growth, and

21
profitability; the company philosophy; and the organization's desired public image. The
following is an example of a mission statement for a family dining restaurant chain:

WRITING A MISSION STATEMENT

When creating a mission statement there are a few simple guidelines that can be followed. It is
important to remember the basics so the mission statement stays simple and straight to the point.
Some researchers, such as C.K. Bart, advise that it should be kept to between thirty and sixty
words, while others believe it does not necessarily have to be that brief. Some organizations have
mission statements that are only one sentence, while others are a paragraph.

An example of a mission statement that is limited to one sentence is Our business is selling
houses and our mission is total customer satisfaction. At a minimum, each mission statement
should answer the following three questions: (1) What are the opportunities or needs the
organization addresses? (2) What does the organization do to address those needs? and (3) What
principles and values guide the organization? In other words, the statement should define the
organization's purpose, business, and values.

Avoiding jargon and buzzwords will keep the mission statement clear and easy to understand. It
should be universal and simple to comprehend for all employees in the organization, and should
also be unique and identify the organization. A mission statement is often what sets one company
apart from the competition. It should outline the organization's competitive advantages and
differentiate it from everyone else. Specific products/services offered as well as markets or
customers should be included. Also a general business definition, behavioral standards, and
desired competitive position can be added to a strong mission statement.

Jim Collins revolutionized the idea of the mission concept in his 2001 book Good to Great,
where he introduced the hedgehog concept. The hedgehog concept is, according to Collins, a
simple, crystalline concept that flows from deep understanding. The concept is formed from the
combination of three definitionswhat you can be best in the world at, what drives your
economic engine, and what you are deeply passionate about. Collins proposes that businesses
often fail because they do not ask the right questions, prompted by this three-in-one concept, and
because they build their mission more from bravado than from understanding. The hedgehog

22
concept and its three components form an alternative method for creating a focused mission
statement.

Avoiding jargon and buzzwords will keep the mission statement clear and easy to understand. It
should be universal and simple to comprehend for all employees in the organization, and should
also be unique and identify the organization. A mission statement is often what sets one company
apart from the competition. It should outline the organization's competitive advantages and
differentiate it from everyone else. Specific products/services offered as well as markets or
customers should be included. Also a general business definition, behavioral standards, and
desired competitive position can be added to a strong mission statement. can be best in the world
at, what drives your economic engine, and what you are deeply passionate about. Collins
proposes that businesses often fail because they do not ask the right questions, prompted by this
three-in-one concept, and because they build their mission more from bravado than from
understanding. The hedgehog concept and its three components form an alternative method for
creating a focused mission statement.

Avoiding jargon and buzzwords will keep the mission statement clear and easy to understand. It
should be universal and simple to comprehend for all employees in the organization, and should
also be unique and identify the organization. A mission statement is often what sets one company
apart from the competition. It should outline the organization's competitive advantages and
differentiate it from everyone else. Specific products/services offered as well as markets

mission statement is often what sets one company apart from the competition. It should outline
the organization's competitive advantages and differentiate it from everyone else. Specific
products/services offered as well as markets or customers should be included. Also a general
business definition, behavioral standards, and desired competitive position can be added to a
strong mission statement. can be best in the world at, what drives your economic engine, and
what you are deeply passionate about. Collins proposes that businesses often fail because they do
not ask the right questions, prompted by this three-in-one concept, and because they build

23
SONY VAIO :

At 13 x 8.27 x 0.77 inches and 2.9 lbs., the caLenovo IdeaPad Yoga 13 is light for a 13-inch
hybrid, comparing favorably to the 13.1 x 8.9 x 0.67-inch, 3.4-lb. Lenovo IdeDell XPS 123 and
the 13.1 x 8.9 x 0.67 inch, 3.2-lb. Dell XPS 12. Available in both white and "carbon" black, the
VAIO Duo 13 has an attractive aesthetic and lightweight design but some awkward button
placements. When closed, the 13.3-inch screen sits on the top, with a modest bezel that has a
physical Windows button in the middle bottom.

The matte-silver-colored sides on our white unit provided an attractive accent color, and on the
carbon-black model, these are also black. Difficult to find at first, the tiny power button sits on
the left side of the system, while a pop-up stylus holder sits on the right. Oddly, the volume
buttons and an Assist button, which launches the VAIO Care support app, sit along the speaker
on the bottom-front lip of the system. Targeting these buttons when we were holding the VAIO
Duo 13 in tablet mode was frustrating, as we had to feel around for them. When not in use, the

24
stylus slide attaches to the right side, and we found it slipping off when we tried to stow it
anywhere, including a laptop bag.

Sliding the screen back reveals the silver-colored keyboard and touchpad below, along with a
silver hinge that holds up the screen. The mechanism felt extremely sturdy as we slid it open and
closed, giving us confidence that we could change modes on the VAIO Duo 13 thousands of
times without it wearing out.

DISPLAY

The 13.3-inch, 1920 x 1080p Triluminos IPS display on the VAIO Duo 13 is one of the sharpest
and most colorful we've seen on a hybrid. When we played a 1080p trailer for "The Avengers,"
colors like the red and blue in Captain America's shield were particularly vibrant and did not
fade, even at a full 90 degrees to the left or right. At 311 lux on our light meter, the Duo 13's
screen is significantly brighter than the 239-lux category average, the IdeaPad Yoga's 281 lux
and the Dell XPS 12's 259 lux.
The touch digitizer was smooth and responsive as we pinched and swiped our way around the
operating system. Unfortunately, this panel only supports 5-point touch, as we found out when

25
we attempted to draw with both hands at once in Windows Paint and only one registered. Most
devices today offer 10-point touch, even much-less-expensive hybrids like the ASUS
Transformer Book

PEN INPUT

In our tests, the Duo 13's pen provided accurate strokes, which made it ideal for note-taking or
drawing. Whether we were sketching in the preloaded Note Anytime application or writing in
Windows' built-in handwriting keyboard, the stylus felt and responded as a real pen would. After
changing a setting in the VAIO Control Center, the system launched Note Anytime as soon as we
removed the pen from its place on the side and pointed it at the screen. We also configured the
buttons on the pen to launch applications.
AUDIO

The bottom-mounted speakers on this hybrid produced accurate, pleasant audio with a good
separation of sound. When we played the bass-centric R&B classic "Forget Me Nots," the vocals
and instruments were rich and deep. The guitar- and drum-heavy "Smoke on the Water," was not

26
at all tinny, and we could hear a clear separation of sound, as different instruments appeared to be
coming from different sides of the device.

KEYBOARD AND TOUCHPAD

Typing on the Sony VAIO 13 was a rather unpleasant experience. Because the slider design
doesn't leave room for much of a palm rest, our wrists hung over the edge both when using the
device on our lap and when typing on a desk. Even worse, the shallow, mushy keys on the
backlit keyboard did not provide enough feedback. Because of these issues, we scored a modest
80 words per minute -- which is at the low end of our typical 80 to 86 wpm score -- with a subpar
3 percent error rate (three times our average error percentage).

The 3 x 1-inch buttonless touchpad is one of the smallest we've ever seen on a laptop. Though it
was easy enough to move the pointer around with one finger, click left or right, swipe in from the
left for the Charms menu or swipe down from the top for the app bar, we found ourselves
constantly bumping up against the edges of the pad. Yes, the pad supports multitouch gestures --

27
including pinch-to-zoom, rotate, three-finger swipe and three-finger press -- but performing most
of these was a challenge due to the tiny surface area. You're better off using the touch display.

Ports and Cameras

The VAIO Duo 13 has a reasonable selection of ports for a form factor this thin and light. The
top side holds two USB 3.0 ports, an HDMI out and an SD Card reader, in addition to the power
port. The bottom of the system also sports an NFC radio that you can use for pairing with NFC-
enabled devices like Sony's headphones and wireless speakers.

The tablet has both front- and rear-facing cameras. The front-facing 2-MP camera took sharp,
colorful photos of our face, even in low light. The 8-MP rear camera captured colorful, sharp
images both indoors and outside.

HDMI out and an SD Card reader, in addition to the power port. The bottom of the system also
sports an NFC radio that you can use for pairing with NFC-enabled devices like Sony's
headphones and wireless speakers.

28
Performance

With its 1.8-GHz Intel Core i7-4500U CPU, integrated Intel HD 4000 graphics, 8GB of RAM
and speedy 256GB SSD, our configuration of the Sony VAIO Duo 13 provided strong, snappy
performance that's good enough for productivity and content consumption.

On PCMark 7, a synthetic benchmark that measures overall performance, the VAIO Duo 13
scored a strong 5,272, well above the 3,797 ultraportable laptop category average and slightly
higher than the 1.6-GHz Core i5-4200U-powered Acer Aspire S7 (5,051) and Dell XPS 12
(5,011). However, the Apple MacBook Air (2013) and its 1.3-GHz Core i5-4250U returned a
more impressive 6,769.

29
The VAIO Duo 13's 256GB SSD booted Windows 8 Pro in a brisk 12 seconds, which is just a
tiny bit slower than the Aspire S7 (9 seconds), MacBook Air (10 seconds for OS X) and Dell
XPS 12 (10 seconds). The drive took just 40 seconds to complete the LAPTOP File Transfer test,
which involves copying 4.97GB of mixed media files. That's a rate of 127 MBps, which is higher
than the 100-MBps category average. However, both the MacBook Air (242 MBps) and the Dell
XPS 12 (159 MBps) did better.

Marketing mix of Sony Sony Marketing mix

By Hitesh Bhasin December 5, 2016

As we are aware that Sony is one of the most sought after and leading manufacturers of
communication, gaming consoles, informational technology products, electronics and video for
the professional markets and customer which helped to develop the business into one of the
worlds richest and most likeable companies. Sony group is chiefly focused on electronicslike

AV/IT products

Gameslike PlayStation

Entertainment like music and motion pictures

Financial services which includes banking and insurance sectors.

Sony is a globally recognized company and has a vast range of business. They tryto leverage this
uniqueness of theirs in full force by carrying out their convergence strategy aggressively. The
primary aim of Sony is to excite and touch their customers with their unique products. Masaru
Ibuka and Akio Morita founded the company in 1946 and it has its headquarters in Minato,
Tokyo, Japan.

When it comesto semiconductor makers, Sony occupies the 20 th position worldwide. By 2008,
Sony Corporation had employed around about, 163,000 employees. By 2014 they were one of
the top five global brands in the world earning revenue of more than $8.87 trillion a year. It is

30
because of their top-notch quality and service that they are counted among the market leaders.
They provide full satisfaction to their beloved customers by surpassing their expectations.

PRODUCT IN THE MARKETING MIX OF SONY

For any company product is a very essential element. The product of the company defines
the brand. By product we not only mean the tangible aspects but also the intangible aspects.
When a customer looks at a product they consider if its safe, if it they satisfy their needs, if the
looks of the product is good and if the product is affordable before making a purchase.

Sony is known for its superior quality and service. They are market leaders in the entertainment
industry and their products are very useful. Products manufactured by Sony Corporation
includes:

Audio portable, car and home, along with personalized navigation systems.

Televisions , Projection televisions, LCD televisions, LED televisions CRT-based

televisions.

Video , digital cameras, Video cameras DVD/Video recorders and players.

Games PlayStations.

Semiconductors- CCD, LCD and various other kinds of semiconductors.

Computers and Informationprinters and computers.

Motion pictures and Television and motion pictures

Mobile phones

The company has also started with their personalized PlayStation cards and Sony cards, which
are used as reward credit cards. These cards allow the customers to win redeemable points after
they make a purchase for any Sony products or services. Sony also started manufacturing

31
laptops, which comes in various sizes, shapes, designs and quality. They sell the laptops in the
name Sony Vaio. They launched it in India on 24th October 2004. These laptops are available in 7
MODELS SUCH AS:

Vaio FW

Vaio SR

Vaio TZ

Vaio SZ

Vaio Tokage

Vaio CR

Vaio NR

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 PRICE IN THE MARKETING MIX OF SONY

Sony tries to price its product in a very strategic manner. For instance, they try to have a three-
tiered pricing strategy, which appeals to the economy buyers, the middle class buyers and high-
end buyers.

Whenever Sony Corporation launches a new product, which has some unique features they try to
go for price skimming strategy. It means that they charge higher price for their unique product
when its launched and it gets decreased gradually. The whole idea behind this is that this strategy
helps in profit maximization when the product is launched and when the price decreases it boosts
sales volume. For instance, when Sony launched its first high definition television in 1990 it
priced it over $43,000. However, the prices were dropped to in the year 1993 and the prices were
further slashed to $2000 in 2001. Even when Sony sold its Walkman it placed it at a very high
price as compared to its competitors. Regardless, they dominated the market. This was due to the
consistent performance, brilliant sound delivery and highest quality that the Walkman delivered.

However, Sony was also a low cost producer for many products. This made it possible for them
to have enough resources, which out showed their competitors. Sonys pricing strategies is
perhaps the best example of a combination of differentiation and low cost strategies. For their
laptop series Sony tried to price each model according to its style, mobility, purpose,
performance and user.

PLACE IN THE MARKETING MIX OF SONY

Sony design their marketing plans always based on their distribution channel. They make sure
that their products are available to their customers easily. In a country like India, where the
people prefer buying long lasting products and products that are durable, channel of distribution
plays a vital role. Their distribution channel consists of the manufacturer, retailer and then the
customers. They mainly practice selective distribution of their products from very selective
dealers such as SONY WORLD.

33
In India, they have their footprint all over the country. Their distribution network covers over
7000 channel partners, more than 260 Sony outlets and 21 branch locations. Here, they use one
level distribution channel.Their wholesale distributors include big names but are not restricted to
Dongsheng International Trade Co. Ltd, Front-Page Trade Co, Ltd, Best wholesale co. Ltd and
Denzuke Network Sdn.Bhd.

PROMOTIONS IN THE MARKETING MIX OF SONY

The key to successfully launching the product and making the target customers aware of the
usefulness of the product is called promotion. Promotion is something that affects both the
company and the product. It helps the company to increase their profit hugely and also gives
knowledge and creates awareness of the products for the consumers. Sony Corporation seems to
be utilizing this very well.

Their tagline Make. Believe passes a message to unite initiatives across network services,
electronics, mobile phones, music and movies. It also symbolizes Sonys essence of innovation
and creativity. They use lot of celebrities to endorse their products. In the past, the faces of their
products were big actors like Deepika Padukone and Kareena Kapoor in India. Currently, Katrina
Kaif was announced as a brand ambassador of their smart phone range Xperia. Sony uses adverts
like newspapers, televisions, billboards, magazines and so on to advertise their products. They
have a very dominant web marketing also. They use various pdf brochures and videos to ensure
customers understand their products and business. Along with this they also offer cards with
redeemable points when someone makes a purchase. They basically concentrate on the pull
strategy for attracting customers.

In 2006, they launched a Dutch advertisement, which received a lot of criticism. The advert was
about a white model fully dressed in white and black model dressed in black. Their campaign
was basically to establish their launch of white products with a message white is coming.
However, many considered this racist.

THE OBJECTIVES OF SONY (INTEREST)

34
Sony announced its "Environmental Vision Towards Sustainability. This vision expresses high
level of Sony's objectives (Green Management 2002). Now days stoke holders and consumers
were more concerned in environmental issues. Companies are rated by the environmental
measures and Socially Responsible Investments (SRIs).Many countries are charging
environmental taxes and schemes to CO2 emission rights.Eccomic terms the environmental
policy have higher importance now days.

Sony realized the importance of sustainable economy, Sony introduced a new strategy to
combine economy and ecology together in management policy

VISION

Sony understand that global environment development is the most important subject for the
humanity in this 21st centaury. Sony's main are, continuous technological innovation and
initiatives of new

Marketing must be the most priority of the company

Client views are most important than the company view

Focussing on the future and Investing

Should be patient after done all these.

CORPORATE CITIZENSHIP
Sony has wide range of responsibility towards the society . Sony is one of the worlds corporate
organisation which give desired respect to their employees . and also help their employees to
develop their knowledge by varios learning methods like organising training program
,orientation towards new products etc. Sony also show high levels of co-operate integrity to both
stakeholder and society. Sony has always a keen view of their importance in local as well as
global environment ,which allow the active participation in the different region of the world in
the sense to become a good corporate citizen

BUSINESS PLANNING

35
Sustainability and performance is the key factor of their prior consideration in planning a new
product and services. creating new business models is to decrease their environment impact and
to move forward to attain a sustainable growth

RESEARCH & DEVELOPMENT

The main And objective of Sony international ltd, is to develop a new technology which can
contribute towards the improvement of our society, They will also aim to increase their
productivity and the product performance and services to make them sustainable and to access
high quality concept.

PRODUCT DESIGN
Sony is applying its creative technology principle to design all their product and services in the
sense to meet the environmental benefits. All their product has been designed in such a way to
reduce their technological impact on the environmental through out their life period , Sony also
focus their attention towards reducing electronic wastes which is very harmful to the human life.

MANUFACTURING PROCESS AND SITE MANAGEMENT

Sony continuously focusing its entire concentration in environmental management through
improving their sites both at manufacturing and non manufacturing and tired to move towards
zero emission production .Sony is implementing technological innovation and environmental
management to reduce its impact on environment while manufacturing their products.

DISTRIBUTION, SALES, MARKETING,

Sony marketing is mainly based on their product qualities. Sony has tried to reduce their impact
on environment in almost all their processing sectors like packaging , distribution. They
successfully includes all the vital information for the costumers in their products

POST-USE RESOURCE MANAGEMENT

Sony gives the more value to the customer services. They entertain their customers with varies
take back or reuse policies which will help to re- use their product and also to covert the waste in
to the useful resources

36
INFORMATION DISCLOSURE AND STAKEHOLDER COMMUNICATION

Sony always discuss the matters all its products and other matters with stake holders and also
disclose all its information details in a form that is accessible to public they also consider the
suggestion of the staff and opinions of the stake holders and take effort for a detail evaluation to
improve their products and performance

RISK, HEALTH AND SAFETY MANAGEMENT

The Sony also focus the attention towards health and safety problems that arise during the
manufacturing of their products. They also focus their concentration in all the management part
to rectify it. Their aim to reduce the accidents and causality to zero. Sony will discuss the risk
factor with stakeholders and public as they realise these measures are the integral part of any
business organizations

SONYS SWOT ANALYSIS

STRENGTH

Sony is a well-established and valued brand with consumers, and its products covering a wide
range of the entertainment industrial markets.It was on 2004, two group of companies such as
Bertelsmann music group and Sony Entertainment made a joint venture known as Sony BMG.
With the headquarters in New York, they are operating in more than 46 offices over the world.
Their primary aim was to spread their branch over the world through range of distribution
channels. The popularity of Sony was its brand image with evident of over 1000 artists catered
by them. They have positioned in market as the second largest recording company. Though they
had problems with the top positioned executives, they managed well to keep the overall
performance in their range. They were focused on customer oriented services and succeeded in
introducing artists as many as possible into the market.

ELECTRONICS

The entry of new hi-tech entertainment industries in the competitive market is a real threat to
Sony's present holding position .The main reason is the dramatic technological shift from analog
to digital .The successful combination of complex electronic parts helped Sony to access the
complicated electronic functions in the analog era. Sony by it's accumulated expertise took a

37
competitive advantage in designing and manufacturing of electronic parts . In digital era, There
was a huge changes happened in technology. The entire complicated functionality had been
concentrated into semi conductors and other key digital devices .The semi conductors and other
key devices are readily available at affordable rates because of their mass production devices.
.this technological revolution has bring great influence in consumer audio visual product
markets. This sudden change had immense impact on the Sony products as they were forced to
reduce their selling price due to their limited dealers and retailers

PICTURES

DVD format of sony electronics is more than a decade old , so it is showing all the
maturation signs and find itself too difficult to compete with latest advance version of other
entrepreneurs brand. Sony is working to meet the new challenge with intension to protect its
shattered position in newly emerged technological market

Sony wisely decided to present its flagship model of the year at CES, nearly two months before
MWC, using this period to improve the purchasers concept of the Xperia series. Aware of the
fact that it offers a technologically superior device, Sony has returned to the brotherhood of
phone makers who set the bar higher. The company also enjoyed a great deal of attention which
it would not have enjoyed if it had made its annoncment in Barcelona next week, among the
more aggressive competition, as rival devices displays will surely not have the same contrast
and viewing-angle difficulties.

Despite the stated shortcoming regarding the display, the Xperia Z is a device that offers fantastic
performance, excellent imaging sharpness, and outstanding multimedia applications and
connection options with other devices, making it the most suitable smartphone on the market for
entertainment enthusiasts and one of the best smartphones in general. there is clearly room for
improvement as there is clearly room for sony on the market.

DIGITAL IMAGING
Cyber-shot DSC-RX1Sony's ability to combine outstanding performance and compact size has
enabled it to build a remarkably advanced digital camera so small that it fits easily into the palm
of one's hand. Despite its modest size, Cybershot DSC-RX1 is mounted with a full-sized

38
image sensor and large-aperture f/2.0 lens, which until now have only been deployed in high-end
DSLR cameras. Light taken in by the newly developed Carl Zeiss Sonnar T*lens is received by
the full-frame 35mm Exmor CMOS image sensor, which has 24.3-effective megapixels. Fast,
high-precision processing by the BIONZ image processing engine realizes unprecedented
imaging power and precise color reproduction. The camera's performance and easy operability
meet the expectations of the most demanding customers, offering a completely new photography
experience and image quality traditionally only available from a full-sized image sensor.
While the rapid market penetration of smartphones and other devices has led to a decline in
the total number of units shipped in the compact digital camera market, the needs of customers
wanting to enjoy cameras and photography are becoming increasingly sophisticated, as
illustrated by the growth of demand from people seeking to produce high-resolution, artistic
images. Sony will continue to leverage its image sensors and other unique imaging technologies
to offer consumers innovative ways to enjoy digital photography.

PROFESSIONAL SOLUTIONS
PMW-F5 AND PMW-F55 CINEALTA
CamerasSony's imaging technology is driving the evolution of 4K, which realizes resolution four
times that of Full HD video. Digital cinema projectors manufactured by Sony are used widely
throughout the world, and Sony's flagship motion picture camera, the F65 CineAlta, has been

39
used to shoot more than 30 feature films and dramas. Sony launched PMW-F5 and PMW-F55 as
4K CineAlta cameras capable of handling a wide range of formats, with the aim of further
enhancing the 4K movie-production environment and broadening its market footprint. These
models feature an 11.6-total megapixel (8.9-effective megapixels) 4K Super 35mm CMOS
image sensor, capitalizing on the faithful color reproduction achieved by F65 and offering high
sensitivity, low noise and wide exposure latitude in motion picture shooting. The cameras also
boast a rich array of extra features?including a Slow & Quick Motion Function that facilitates
beautiful slow motion shots?that have garnered accolades from industry professionals.
Sony remains committed to driving the evolution of 4K by leveraging its expertise to improve
the movie production environment, from shooting and editing through to delivery, as well as to
enhance the home viewing experience by promoting the greater market penetration for home
projectors and other products.

PLAYSTATION
PlayStation4 (PS4)Sony Computer Entertainment Inc. (SCE) plans to release PlayStation4
(PS4), its next-generation computer entertainment system, in time for the 2013 year-end
holiday sales season. PS4 realizes rich and immersive gameplay with powerful graphics and
speed, intelligent personalization and innovative second-screen features that mean it can be used
together with PlayStationVita or other mobile devices.
Used with PlayStationNetwork, which employs cloud technology, PS4 provides an

40
expansive gaming ecosystem that enables users to enjoy their favorite gaming experiences
anywhere and anytime. For example, gamers can broadcast their gameplay in real-time to friends
using live Internet streaming services, exchange information on content and connect to social
networking services. The launch of this new platform, with its advanced graphics and
outstanding processing performance, will also encourage game developers to expand the
potential of games, thereby offering users entirely new entertainment experiences.

2013 Sony Computer Entertainment Inc. All Rights Reserved.

Design and specifications are subject to cha
PERSONAL COMPUTERS
VAIO Duo 13 and VAIO Pro 11The VAIO Duo 13 slider hybrid PC includes a high-
resolution camera with Exmor RS for PC, a stacked CMOS image sensor, and Surf Slider
Design, which allows for a quick and seamless transition between slate and keyboard modes, as
well as a dedicated digitizer stylus. VAIO Pro 11, a notebook PC that achieves a significant
weight reduction thanks to its light, sturdy UD carbon fiber body, boasts TRILUMINOS
Display for mobile and ClearAudio+ mode, which enables users to effortlessly enjoy audio
quality that is distinctly Sony and delivers exceptionally good operability via keyboard. The
combination of unique design, intuitive touch operation and a level of performance only possible
in a PC has earned these new models lavish praise from a wide range of customers.
While responding to the diverse high-end needs of PC customers in the developed world, Sony
is also working actively to win over consumers in promising emerging economies. Sony will

41
continue to focus on providing appealing products that combine advanced technological
capabilities and user-friendly performance features for innovative new PC usage.

SMARTPHONES
Xperia Z and Xperia ZLEvoking a polished glass plate, Xperia Z, Sony's flagship
smartphone, features an elegantly slim, flat body with sleek, mirror-finish glass surfaces that is
packed with a dizzying array of cutting-edge Sony technologies. In addition to a razor-sharp,
super-bright 5.0-inch Full HD Reality Display powered by Sony's Mobile Bravia Engine 2,
giving vivid, beautiful reproduction, Xperia Z boasts a 13.1-megapixel fast capture camera
that deploys the Exmor RS for mobile stacked CMOS image sensor. With HDR (High
Dynamic Range) video, it enables users to capture razor sharp images and video. Thanks to a
variety of outstanding functions, including NFC (Near Field Communication)-based one-touch
mirroring?which enables users to wirelessly share images and music with other NFC-enabled
Sony devices?and applications that provide access to Sony's vast portfolio of content through its
premium Video Unlimited and Music Unlimited distribution services, Xperia Z delivers
innovative user experiences and is attracting attention worldwide as a premium smartphone that
inspires and excites.
Xperia Z and its market variation Xperia ZL, which has a slightly different design, have
won over customers in many markets. Going forward, Sony will remain focused on launching

42
smartphone models that are loaded with cutting-edge technology as it works to establish
Xperia as a top global smartphone brand.

ELEVISIONS
BRAVIA 4K LED Televisions(X9200A Series)Sony has added a new series of 4K LED
models to its lineup of BRAVIA LCD televisions. The X9200A series is equipped with Sony's
proprietary 4K X-Reality PRO 4K LED Picture Engine, which boasts enhanced visual noise
reduction and color management. The series also features the newly developed TRILUMINOS
Display, which realizes brilliant color reproduction. With Full HD picture quality for HDTV
broadcasts and Blu-ray Disc playback and magnetic fluid speakers that deliver clear,
expansive sound?a television first?this new BRAVIA series offers fresh viewing experiences.
It also links easily with mobile devices, including one-touch mirroring, and is compatible with
Sony's TV SideView remote application, which allows users to search, view and record a myriad
of content.
In fiscal year 2012, Sony succeeded in substantially reducing the operating loss in its
television business through the steady implementation of measures aimed at improving
profitability. Having positioned these 4K LED BRAVIA LCD televisions as its flagship
models, Sony will continue to offer customers new styles of television viewing that leverage its

43
strengths in areas such as imaging, audio and network services, as it strives to restore the
television business to profitability.

SOUND
MDR-1 Series Headband-Style Headphones and SRS-BT Series Speakers with One-Touch
FunctionSony continues to refine its high-fidelity audio technologies, as well as to offer new
perspectivesmusic
As a result of a creative collaboration with Sony Music Entertainment, MDR-1 series
headphones deliver crystal-clear, natural vocals and rich, low-register sound and instrumental
balance, allowing listeners to enjoy music the way music professionals intended it to sound.
The MDR-1 series features one-touch listening, a function incorporating NFC technology.
This technology allows the MDR-1BT headphones and portable wireless speakers such as the
SRS-BTX500 (which incorporate magnetic field speakers without sacrificing portability) and the
SRS-BTV5 palm-sized model to pair up with NFC-enabled Sony smartphones and other devices,
simply by one-touch pairing. This enables users to stream music via Bluetooth and enjoy
exceptional sound quality whenever and wherever they are.

44
TELEVISIONS
BRAVIA 4K LED Televisions(X9200A Series)Sony has added a new series of 4K LED
models to its lineup of BRAVIA LCD televisions. The X9200A series is equipped with Sony's
proprietary 4K X-Reality PRO 4K LED Picture Engine, which boasts enhanced visual noise
reduction and color management. The series also features the newly developed TRILUMINOS
Display, which realizes brilliant color reproduction. With Full HD picture quality for HDTV
broadcasts and Blu-ray Disc playback and magnetic fluid speakers that deliver clear,
expansive sound?a television first?this new BRAVIA series offers fresh viewing experiences.
It also links easily with mobile devices, including one-touch mirroring, and is compatible with
Sony's TV SideView remote application, which allows users to search, view and record a myriad
of content.
In fiscal year 2012, Sony succeeded in substantially reducing the operating loss in its
television business through the steady implementation of measures aimed at improving
profitability. Having positioned these 4K LED BRAVIA LCD televisions as its flagship
models, Sony will continue to offer customers new styles of television viewing that leverage its
strengths in areas such as imaging, audio and network services, as it strives to restore the
television business to profitability.

45
ABOUT SONY XPERIA Z

Sony Xperia Z is a precision engineered Android Jelly Bean smartphone that comes with a 5 inch
TFT capacitive touchscreen Display. The 13.1 MP camera, equipped with Exmor RS sensor and
HDR technology, ensures best shots. The front and back panels of the phone are made of durable
tempered glass; its body is resistant to water and dust, which adds to the durability. one-touch
mirroring feature, you can play the content of your phone on BRAVIA TV by simply touching
the phone to the TV remote. Its Quad-core 1.5 GHz Krait processor along with 2GB RAM gives
lightning speed performance. Other features include Adreno 320 GPU, LTE/4G, NFC, Wi-Fi,
3G, 16GB flash memory and 2330 mAh battery.

SONY XPERIA Z REVIEW

BGR REVIEW

46
 Own this mobile

FULL SPECIFICATIONS OF SONY XPERIA Z

GENERAL

Device TypeSmart phone

Dual Sim Capability
Input MechanismTouchpad
2G Network TechnologyGSM 850 / 900 / 1800 / 1900
3G Network TechnologyHSDPA 850 / 900 / 2100
Sales PackageBattery, Charger, Handset, Headset, User Manual, Warranty Card
AvailabilityReleased 2013, March

NETWORK

Network TypeGSM
Network Capability2G, 3G

DATA

GPRS CapabilityUp to 107 kbps

EDGE CapabilityUp to 296 kbps
3G CapabilityHSPA 42.2/5.76 Mbps, LTE Cat3 100/50 Mbps
Internet Capability
Browser CapabilityHTML5
GPSYes, with A-GPS support and GLONASS
Bluetoothv4.0, A2DP
Wi-FiWi-Fi 802.11 a/b/g/n, dual-band, Wi-Fi Direct, DLNA, hotspot
USBYes, microUSB v2.0 (MHL)
Infrared Port

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 DISPLAY

Display Size5.0 inches

Display Resolution1080 x 1920 pixels
Display TechnologyTFT capacitive touchscreen, 16M colors
Display Size and Resolution5.0 inches, 1080x1920 pixels

MEMORY

Internal Memory16 GB, 2 GB RAM

SD Card Presence/CapacitymicroSD, up to 64 GB (verified)

TECHNICAL PLATFORM

OSAndroid OS, v4.1.2 (Jelly Bean), upgrad?ble to v4.4.4 (KitKat), planned upgrade
to v5.0 (Lollipop)
ProcessorQuad-core 1.5 GHz Krait

CAMERA

Camera resolution13.1 MP, 4128x3096 pixels, autofocus, LED flash

Camera FeaturesGeo-tagging, touch focus, face detection, image stabilization, HDR,
sweep panorama
Camera Video Specs1080p@30fps
Camera Video Featurescontinuous autofocus, video light, video stabilizer, HDR
Secondary CameraYes, 2.2 MP, 1080p@30fps

SIZE AND WEIGHT

Size (L by B by T)139 x 71 x 7.9 mm

Length139
Breadth71

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 Thickness7.9
Form FactorCandybar
Weight146

OTHERS

Java Support
Accelerometer
Games Support

MULTIMEDIA

Music Player
Music Player FeaturesMP3,AAC,AAC,AAC+,WAV,MIDI,AMR
Video Player
Video Player FeaturesMP4
Video RecorderHDR video recording
Radio
Radio FeaturesStereo FM radio with RDS
3.5 mm Jack
Loudspeaker
Youtube Player

BATTERY

Battery TypeNon-removable Li-Ion

Battery Life - StandbyUp to 550 h (2G) / Up to 530 h (3G)
Battery Life - Talk TimeUp to 11 h (2G) / Up to 14 h (3G)
Battery Capacity2330 mAh battery
Battery LifeUp to 11 h (2G) / Up to 14 h (3G)

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 PERSONAL AND BUSINESS PRODUCTIVITY

Calendar
Calculator
Alarm
Clock
Document Viewer
Phonebook
Phonebook CapacityUnlimited entries
Phonebook FeaturesCaller groups, Multiple numbers per contact, Search by both
first and last name, Picture ID, Ring ID

MESSAGING

SMSSMS (threaded view), MMS

EMAILEmail, IM, Push Email
Instant Messaging
Call RecordsNA

A BETTER WAY TO READ AND WRITE

In a world overwhelmed with paper, Sony introduces a revolutionary way to work. Digital
Paper from Sony, in conjunction with a cloud service 1, gives you the power to annotate,
share, and save your documents all from a handy device that's light enough to carry
anywhere.

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YOUR PAPER TRAIL ENDS HERE

Yellow pads, loose papers, and file folders are a thing of the past. Sony's handheld
letter-size Digital Paper lets you easily and securely access files, make and upload
handwritten notes and annotated documents, save the files or archive for sharing with
clients, colleagues, and co-workers2. Increase productivity and streamline collaboration
with others via shared files that show your markings and highlights. This superlative tool
is durable, portable, and easy to use, with a user-friendly screen that reflects ambient
light for easy legibility both indoors and out. Digital Paper makes an ideal complement to
laptops and tablets.

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SONY VAIO FW SERIES

Developer Sony Corporation

Type Laptop

Release date April 21, 2008

Operating system
Windows Vista Home Premium SP1

Windows 7

CPU Intel Core 2 Duo

Website Sony Vaio FW Series

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Sony Vaio FW is a discontinued series of notebook computers which were the first
laptops ever to have a 1080p 16.4" 16:9 widescreen LCD. Higher end models in the
series can support an integral Blu-ray Disc reader or writer. The laptop weighed 3.1 kg.
The battery lasts up to 2 hours. In June 2009, the ATI Mobility Radeon HD 3650 was
replaced by the ATI Mobility Radeon HD 4650 with the release of the FW 4xx series.
Additionally, Sony also released a special model of this series apart from the signature
series models (Model:VGN-FW590FFD). This model had a futuristic themed cover and
came equipped with moderately high-end specifications for. The VGN-FW590FFD
model was also only available for purchase through Sony Style's website.

Processor: Intel Core 2 Duo

Color: Black, Chocolate Brown, Nebula, Silver

Memory: 2, 3, 4, 6, or 8 GB of DDR2 SDRAM @ 800 MHz

Hard Drive: 160, 250, 320, 400, or 500 GB SATA Hard Disk Drive @ 5400 RPM,
320 GB SATA Hard Disk Drive @ 7,200 RPM, 128 GB Solid State Drive

Optical Disc Drive: CD/DVD reader/writer, Blu-ray Disc reader, or Blu-ray Disc
reader/writer

Graphics: ATI Mobility Radeon HD 3470 w/256 MB of vRAM, ATI Mobility

Radeon HD 4650 w/512 MB of vRAM, or ATI Mobility Radeon HD 4650 w/1 GB of
vRAM

Display: 16.4" XBRITE-ECO w/1600900 resolution, or 16.4" HiColor-FullHD

w/19201080 resolution, or 16.4" XBRITE-FullHD w/19201080 resolution

Extras: SD and magic gate pro card reader, 3 USB 2.0 slots, i.LINK IEEE 1394
slot and a HDMI

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