Sony 2009 Annual Report Download - page 22

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This unique combination of features enables the X series to deliver
the best sound and image quality to this point in Walkman® history.
Steady growth in the global market for digital music players
supported robust sales of Sony headphones, which secured the
top position in the North American and Japanese headphone
markets (Sony estimate, as of May 2009). During the period under
review, Sony released the world’s first noise-cancelling headphones
with built-in digital noise cancellation. These headphones boast
high-precision digital filtering properties not possible with analog
technology, which greatly improves the effectiveness of the noise
cancellation and ensures superb sound reproduction amid soothing
silence.
Sales of VAIO™ PCs in the period under review rose 12%
to approximately 5.8 million units. The global market for PCs
continued to expand during the period, owing to a sharp increase in
the popularity of low-priced PCs, although sales price competition
intensified. In July 2008, Sony redefined the meaning behind the
name “VAIO”—originally an acronym for “Video Audio Integrated
Operation” when the brand was launched in 1996—to “Visual
Audio Intelligent Organizer.” By adding “intelligent” features, Sony
will create new value and will continuously strive to provide value-
added products to the customer.
In January 2009, Sony launched the “pocket style” VAIO
P series, a lightweight and compact portable PC that can be
held in one hand and fits in a pocket. With an elegant exterior,
communications capabilities, an easy-to-use keyboard and an
ultra-bright widescreen display, this new offering earned high praise
from the market. Delivering a whole new spin on the concept of
mobile computing, the VAIO P series is a clear embodiment of the
redefined VAIO concept.
Sony Ericsson Mobile Communications AB (Sony Ericsson)—a joint
venture between Sony Corporation and LM Ericsson—reported
operating and net losses for the fiscal year ended December 31,
2008. This was primarily a result of a less favorable product mix,
price pressure and a decrease in unit sales due to the global
economic slowdown. In response to persistently weak consumer
confidence and an increasingly intense and competitive operating
environment, Sony Ericsson is implementing measures to reassess
its global operations and the allocation of its management
resources, as well as cost saving programs targeted at reducing
operating expenses, in order to restore its financial health and
facilitate profitable growth.
The 2008 calendar year saw the release of a number of new
phones; these included Xperia™ X1, a Windows Mobile®-based
multimedia handset, and C905 Cyber-shot™, an eight-megapixel
Unit sales of PCs
4.0
5.2 5.8
2007 2008 2009
(Millions of units)
*Years ended March 31
VAIO P series