Sony 2004 Annual Report Download - page 46

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44
Once products are reduced to pocket
size, demand for them skyrockets
Walkman changed how people enjoy music.
Similarly, the video camera and the digital still
camera have transformed the recording of
images into something anyone can enjoy. The
conclusion is clear: In the consumer electron-
ics sector, converting products into portable
formats can spawn entirely new markets.
Sony’s products in the forefront of the mobile
electronics market include the video camera
Handycam, the digital still camera Cybershot,
the portable audio Walkman and the VAIO
notebook PC.
In the fiscal year ended March 31, 2004,
Cybershot DSC-T1 garnered the top share in
Japan’s digital still camera market, while in
the U.S., DVD Handycam was a huge hit.
Video cameras and digital still cameras are
making large contributions not only to Sony’s
sales but also to its profitability. These accom-
plishments are not due to smaller size and
Control the pocket, control the future:
Sony’s core concept in mobile consumer electronics
weight alone. By incorporating internally
manufactured key components, such as LCDs,
batteries and CCDs, Sony is also reducing
production costs while offering products that
differentiate it from competitors.
Sony’s core concept in mobile electronics is
“control the pocket, control the future.” The
Walkman is irrefutable proof that downsizing a
device to pocket size can spark explosive
growth in a product category. Sony is dedicated
to devising new ideas for mobile electronics that
can alter lifestyles through products that give
customers new forms of excitement.
Tape recorders, radios and radio cassette
players are all examples of product categories
that are generally viewed as mature. Sony is
retaining high market shares and profitability
in these markets. At the same time, Sony is
creating new markets by launching many
products incorporating revolutionary tech-
nologies. Illustrating this drive is the Hi-MD
Walkman, which went on sale in April 2004.
This product transforms the MD into a versatile
recording medium for the broadband era by
offering large storage capacity and outstand-
ing sound quality. Other features include high
compatibility with PCs and advanced copyright
protection technology.
Delivering impressive images—
Another central role for Sony in
mobile electronics
Sony’s DVD Handycam has been a huge hit in
the U.S., as it offers the user the convenience
of being able to immediately play back record-
ings on a DVD player. The second model in
this series, which is even smaller than the first
and embodies a new concept for disc-based
video cameras, has already been launched in
Japan and is beginning to appear in markets
around the world. Attention is now turning
toward high-definition (HD) video cameras.
Sony is currently working toward the global
launch of this product, accelerating the
Shizuo Takashino, Executive Deputy President,
Corporate Executive Officer
Mobile
Electronics