Sony 2002 Annual Report Download - page 10

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8
Sony Corporation Annual Report 2002
We also recognize that the broadband era requires more
resources than the Sony Group alone has. This is why we began
several years ago to promote “soft alliances” with partners sharing
the same vision. Many companies have expressed an interest in these
soft alliances. I believe that this kind of cooperation with partners
having outstanding technology, content, telecommunication net-
works and other key resources is essential.
Question: Maintaining close ties between hardware and content, Sony’s two core sectors, will be
critical as the broadband era unfolds. What specific steps are you taking to achieve the
necessary level of cooperation?
Idei CEO Content companies must keep up with technological advances at
hardware companies. When technology changes, cooperation
between hardware and content is vital. I compare this cooperation to
the sound you hear when you clap your hands. You do not make
noise just from your left hand. Nor do you make noise just from your
right hand. The broadband era is similar to the relationship of two
hands clapping. One does not create value only from hardware, nor
does one create value only from content. Value is created from the
cooperation of both. One must also understand the values of both.
To provide a platform for expanding Sony’s hardware and
content businesses, we formed the Network Application and
Content Service Sector (NACS) in April 2002. The president of NACS
is Masayuki Nozoe, an executive who spent approximately four years
in Los Angeles at Sony Pictures Entertainment. By using his experi-
ence in our hardware business and in Hollywood, I look forward to
NACS’s ability to play the role of hardware and content convergence
catalyst and/or the supplier of services over the network. NACS is a
unique kind of organization that can only exist at a company like
Sony, which has both hardware and content.