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TABLE OF CONTENT

Introduction

History

Bliss Of Innovation Technologically Enhanced Products And The Global Market

Phones

PlayStation

Laptops

Television

Conclusion

References

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THE ERA OF NEW TECHNOLOGY IN ACCORDANCE TO SONY

INTRODUCTION

Many people cannot visualize the period of time when technology begin to develop

incredibly fast day by day. By innovating products which never have place before

people started to purchase the novelty as well as enjoy the revolution. The era of new

technology also increase the market research as more people wanted to expand and

invent different ideas to become competition. In addition the modernization started to

bring huge amount of profits so people begin to formulate more and more companies to

come up with better inspiration as well as to beat the competition.

History

In 1946, Masaru Ibuka and Akio Morita establish company called Sony. The company

created and launched the first magnetic tape recorder called the G-TYPE recorder inJapan. From that day he expands and invents new ideologies to his company as this

was the first profitable product to the company. Next stage of Sony was receiving

licensing rights to transition in 1953 from Western Electric. Furthermore, the release of

the worlds first pocket transistor radio in 1955 which ascertain a market leadership

position for the company. Sony was one of the first companies which arise on global

market.

The establishment of Sony Corporations in United States occurred in 1960. The

creation of the company name Sony was inspired by merging two words. The first one

is sonus in Latin, which means sound and the other is sonny which means littleson. The words were used to show that Sony is a very small group of young people

who have the energy and passion toward unlimited creation. (Sonys History, 2011)

Afterwards, Sony developed the Trinitron television finally in 1968 after some difficulties

experienced by engineers to come up with standard color TV. After that, they started to

expand the company to different countries in the world which resulted progressively

profits.

Consequently, Sony develops and come into being many more new products which

expand rapidly. The most fashionable goods are mobile phones, PlayStations, TVs and

notebooks VAIO. The Sony Company develop and advertise in markets all over theglobe which connect together and bring huge benefits. Sony is called the largest media

corporation in the world

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Bliss of Innovation:

As a tool to aid effective technology, it can be said that all improvements in

telecommunication, computing and transport these days illustrate the quick way to

success. These achievements were caused by globalization which started in 19th

century and entail revolution in technology. According to the Mike Barrett which opinion

was stated in Bownas, Powers and Hood book Japanese brands are creations ofstrong minded leaders with vision and an iron determination to succeed. (2003).

The huge power of innovation in technology helps other countries like Japan, Germany

and China to develop their markets by exporting products to America. As Christopher

Freeman said The network of institutions in the public and private sectors whose

activities and interactions initiate, modify and diffuse new technologies may be

described as the national system of innovation (1987). The expansions of technology

carry out many changes in people life and environment. The population started to

migrate to the rich countries to provide their families with better livelihood. Additionally,

to the markets start to approach more and more firms which compete with each other by

creating new better products. Hutch Carpenter sum this up perfectly by saying Radical

technologies and overthrowing incumbents with new business models are the primary

definition of innovation.. Technology is one of the most beneficial aspects of the

changing business environment which we can observe today. It facilitates the society

with wide range of goods in the markets. We come across more often with

disadvantages of misuse the technology which lies hidden in health issues and

pollution. Through that aspects the society creates different ways of prevent the bad

factors with recycling the old goods which population do not want to use anymore.

Another feature of civilization is to eliminate the cars engine by changing to the public

transport or cycling. This facilitates the environment with better standards of living in

clear atmosphere and improving the polluted world.

TECHNOLOGICALLY ENHANCED PRODUCTS AND THE GLOBAL MARKET

Sony Ericson Phones

As mention before, one of the biggest boom innovation was mobile phones which

control and spread all over the globe extremely quickly. Creativity and flexibility is

required in order to succeed in the mobile-phone industry. No other industry changes

faster, or experiences more sudden and rapid changes to fortunes (Bowman, 2006)

Sony Ericsson is the corporation which joined venture between Sony and Ericsson

equally. They were announced the top brand phones in the market by sold 32 million oftelephones in 1999 by customer in Europe.

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The graph above show the brands of phones which were sell in 2004. On top of the lead

is Nokia which in demand around 32% and on the second place we can see Sony

Ericson brand which loosing 5% from the leader of sales. This diagram shows us that

Sony at the beginning of 20th centuries was successful company. However, in the

course of time when another firms entered into the market by setting out cheaper prices

and generate another better products Sonys starts losing their sales as well as

customers. The competitors try to capture the new consumers by introducing improvedtechnology and new ideas. The mobile telephones approach was innovation the

cameras, music and Internet.

Nowadays, as the market develops Sony have many competitors such as Apple and

Blackberry. These two brands dominate all over the globe by connecting their phones to

the Internet and bringing new inspirations every day.

PLAYSTATION BY SONY

Another enormous product called PlayStation was created by Sony and launched

worldwide in 1995. The PlayStation is a multimedia machine that is positioned as the

ultimate game player." (IGN, 1998) The console became a cultural phenomenon with

this the Sony has become victorious game manufacturer ever.

Sony was the first firm who invented the gaming console and their release of

PlayStation cause a sensation firstly in Japan then in US and spread all over the world.

Since the US launch, as of late 1996, the PlayStation has sold over 7 million units

worldwide, with close to two million of those being in the US alone. (IGN, 1998)

Following the success they arise with PlayStation 2 console in 2000 to get people more

involved with the games as well as introduce better design and high quality of image.

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Sony utilized their budget to back the PlayStation with advertising campaigns and

quality software.(BBC, 1999)

However, Sony success last for few years until company like Nintendo in 2001 launched

similar console but for a better price. Nintendo spread out so quickly by creating

revolutionary features to the consoles like Nintendo DS.

Besides, Sony come up with the PSP console which is handful version of PlayStationbecause you can carry on and play everywhere. This small console destroys Nintendo

DS in sales and become most popular portable game.

Another creation which Sony invented was PlayStation 3 in 2006. This console has

become the most advanced console in technology in highest standards in graphic till

now. However, year earlier Microsoft launched the Xbox 360 for competition which is a

cheaper console as well as less stuffed in technology.

The PlayStation 3 console does not bring any profit as the production is more expensive

than price which they selling in stores. However, the profit of selling licenses for games

to the console is result of huge turnover to the company. As Zarni Woop states It has

made game playing cool, it has refined the boundaries of home entertainment and it hasnever failed to deliver the quality and fun that it has promised from the very first

day.(2001).

A different competition to the Sonys product in gaming environment is Nintendo with

their product called Wii. The console was invented to the whole families that they can

play and have fun together. The main point of the Wii is a new style of gaming by using

our bodies to play. That console has no competitor in sales worldwide as they came up

with different innovation. But Sony has fight back by introducing the PlayStation Move

which brings you new style of gaming and holding on to the highest graphic and sound.

By continuing the success of Sony they were enlarge by expanding new technologies

as creation PSP2 which will appear on the markets in 2011. The graph below shows allthe information about console market which are also explained above.

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LAPTOPS AND NOTEBOOKS BY SONY

Next stage of Sony was release of VAIO brand which means Visual Audio Intelligence

Organizer to improve the quality of Sony equipment offers as well as to satisfy the

customer needs. The VAIO brand was created by Timothy Hanley in 1996. The

innovation edge of Sonys laptops, notebooks, desktops, media centers and netbooks is

successful by having advanced technology which brings together high quality of pictureand sound. As Timothy Hanley idea of generate VAIO was a way of distinguishing

items that use audio and video as well as been functional PCs.

The market was rapidly growing year by year as a result there were lots of companies

who compete with Sony VAIO. The Sony laptops are class as not the cheapest one on

the marketplace. However, they capacity of this laptops as well as deliver the high

range of equipment are on the top of the list worldwide.

The graph shows that Sony VAIO maintains on the second place just after Apple MACs

which leads on worldwide markets. The chart represents the quality and value for

money of tops brand of computing technology. The manufactures have place by

producing high and basic quality of equipment on the market by deploy notebooks in

business environment. On the diagram is show that many brands overpriced their

product by setting high selling price. The values of money product are most popular to

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the consumers and them going to sell as first. The prices that Sony offers for their

product were bigger than competitions so customers preferred to go for the cheapest

option as the product consist the same parameters. Most of the consumers are not

happy to pay more only for the brand name. According to Dale Vile said in his article

Apple and Sony really stand out for quality, but the overwhelming view is that you are

paying over the odds for these brands from a value for money perspective.(2009)

TELEVISION BY SONY

The most beneficial to the Sony company are high quality TVs which are recognize as

the best TVs on the world. The history of Sony TV started in 1962 when they introduce

their first television. After that company grows by expanding and introducing new

inspirations like color television using Chromatron and then Trinitron technology in

middle of 20th centuries.

As Sonys develop in the industry of television on 2005 they initiate the BRAVIA range

of flat screen TV which became the best TV at that time. TVs called BRAVIA stand out

by offering unparalleled picture performance, high quality of sound capabilities,connection to the internet and many more smart features. The sizes of Sony TV screens

are vary from 32 52 inches and there are different type of technology which produces

the images like LED and LCD.

CONCLUSION

Sony brand is top manufacturer of audio, video, communications and information and

technology goods for the customers and professional markets. Christophe Catesson

said in his review that Sony Corporation is one of the leading producers of video

gaming consoles, video communication, information technology and electronics.(2008) .Sony success is mainly based on high quality of products. That quality usually is

outstanding in comparison to competition with other brands.

According to Sony history Sony diversified its operations beyond the field of electronic,

the company became widely known for its groundbreaking spirit, which also contributed

to its corporate image (2011)

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REFRENCES

"The PlayStation Quest." Macleans 6 November 2000: Global ProQuest Research

Library.

Liddell, Henry George and Robert Scott (1980).A Greek-English Lexicon (Abridged

Edition). United Kingdom: Oxford University Press.

Anon.(2000), E-commerce for developing countries, ITU News, Vol. 8.

Garces, Eliana. (2010). The Impact of Behavioral Economics on Consumer and

Competition

Grubb, Michael D. (2009). Selling to Overconfident Consumers.American Economic

Review.

Albert Abramson, (2003) The History of Television, 1942 to 2000, Jefferson, NC, and

London, McFarland.

Stephany Nunneley (2010). "SEN: Over 50 million users signed-up since 2006": NY.

Anonymous (2012) "Our design philosophy". Sony Mobile Communications.

Dustin Sklavos (2006). "Notebook Guide 2006". NotebookReview.com

www.PCMAG.com

Bowman (2006 ), Innovation and Technology. Sony Industries HQ, USA.

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