Sony 1997 Annual Report Download - page 6

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4
Sony Corporation Annual Report 1997
What is the meaning of “Digital Dream Kids”?
The Digital Dream Kids concept defines the future
direction of our product development activities. We
aim to fulfill the dreams of customers worldwide who
are captivated by the potential of digital technology.
To do so, we must strive to supply products that are
unique and fun to use. This is why we at Sony have
to become digital dream kids mesmerized by new
technologies. All of our hardware and software must
be based on the premise of providing enjoyment.
What are Sony’s top priorities right now?
First of all, we have to stay focused on our audiovisual businesses. The enjoyment provided by this
sector is timeless. And, from a global point of view, there is still a great deal of room for growth in
the audiovisual market.
A commitment to audiovisual products mandates that we emphasize production and quality.
That means cultivating the enthusiasm of the people who make our products. It is no exaggeration
to say that the passion of our engineers is what supports Sony’s strength in the audiovisual field.
If we continue to make products of outstanding quality, we expect that profits will follow.
Brand recognition is growing increasingly important. In this networking age, we are inundated
with information. The power of the Sony brand is a major reason customers decide to visit our
Website, for instance. In that sense, we must continue to pay attention to how our products are
designed. Superior designs contribute directly to enhanced brand recognition.
How do you plan to expand the scope of Sony’s business domains?
Selling hardware and software has long been Sony’s primary business. Rapid progress in digital
and network technologies is opening up new frontiers, however. It is vital that we aggressively
Sony’s President Looks Ahead
Having celebrated its 50th anniversary in 1996, Sony is looking ahead to many more years of
growth and prosperity. Rapid changes in technology, markets, and consumer preferences are
giving rise to unprecedented challenges—and opportunities. President Nobuyuki Idei explains
how Sony is laying the groundwork for another half century of progress.