Sony 2008 Annual Report Download - page 38

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36
Players/Recorders
Disc Manufacturing
Akira Shimazu
Senior General Manager,
BD Strategy Offi ce, Sony Corporation
Taking on the challenge of developing cutting-edge
technology and cultivating new markets is part of
Sony’s DNA. Sony began Blu-ray development
immediately after the launch of DVD. We enlisted the cooperation of
leading companies in the AV, IT, game and content fi elds and worked
together with them to perfect the optimal standards for a variety
of applications. As a result of our uncompromising efforts, many
companies, retailers and consumers joined us in our support of
the Blu-ray format. Blu-ray completes your home theater. For
example, you can even record the FIFA World Cup™ with the
same quality of the original broadcast, keeping the resolution
as crisp and sharp as your memories. In addition, you can
enjoy interactive and network features on Blu-ray. From
where we now stand, at the dawn of the networked, high
defi nition age, it is clear that Blu-ray has a bright future
ahead.
VAIO
Andrew House
Group Executive,
Chief Marketing Offi cer,
Sony Corporation
Sony was uniquely placed among
the Blu-ray companies in that we
could see the whole of the value chain—in hardware, in
games and, of course, in movies. Sony leveraged this
insight to ensure Blu-ray was delivering the best
proposition to consumers as well as to hardware and
content partners.
From a marketing perspective, Sony’s operating divisions
successfully collaborated for the greater good of the
initiative. For example, the electronics organization
packaged movie content with hardware, the studio and
the electronics divisions established a united approach to
retail and Sony Computer Entertainment America, in
conjunction with Sony Corporation, promoted PS3™’s Blu-
ray capability alongside its game and network offerings in a
major U.S. consumer campaign.
Sony proved itself a leader, not only in technology and content
but also in communication, collaboration and alliance-building.
The company played a pivotal role as a founding member of the
“Tru Blu” Blu-ray promotions group that succeeded in building a
powerful joint marketing communications campaign to convey the
benefi ts of Blu-ray.
Blu-ray Disc
A new technology made possible through a group-wide effort
Sony United:
08SonyE_P28_39_0724.indd 3608SonyE_P28_39_0724.indd 36 08.8.7 2:20:01 PM08.8.7 2:20:01 PM