Sony 2012 Annual Report Download - page 25

Sony has constantly led the way in the development
of new formats for the motion picture production
industry—from analog to digital, from SD to HD, and for
the future of 4K.
Simultaneous Promotion of Product
Development and Industry Standardization
To promote broad market penetration of new formats,
Sony collaborates not only with customers in the
professional user sphere but also other electronics
manufacturers and industry standardization bodies
worldwide to achieve format standardization. In the
case of 4K, Sony simultaneously drove the develop-
ment of superior products and the establishment of
standards that would facilitate the widespread market
uptake of those products.
The Trust of Customers
Sony’s relationship of trust with professional business
customers does not end with the delivery of the product.
We provide systems that integrate various products, as
well as 24-hour after-sales service and quality-assur-
ance warranty programs. We pay constant, meticulous
attention to ensure that there are no inconveniences
for customers that use our products in broadcasting or
theater operation. These are the solutions we provide,
Applying Achievements in the Professional
Sphere to Products for the Home
While we have conducted innovative technology
development in the professional user sphere over many
years, an important part of this process is the applica-
tion, over time, of these technologies to our consumer
product lineup. Through the establishment of systems
in the commercial-use market for the production of
high-image-quality content, Sony’s goal for 4K is to
keep providing audiences worldwide with thrilling
experiences based on sublime images and sound.
Last year, Sony launched its 4K home theater pro-
jector. Although its development was based on the
commercial-use digital cinema projector, as a product
for household use, it needed to be made much more
compact. While the display device, LSI and nearly all
optical components had to be newly developed, our
semiconductor and product teams conducted robust
discussions to overcome many technical challenges. As
a result, we were able to provide a finished product
that lets customers enjoy at home image quality that
had previously only been possible in theaters.
Expanding the World of 4K
The 4K format is not limited to movies. Sony is provid-
ing a diverse range of applications, including sports
broadcasts, television dramas and commercials, as
well as in such fields as medicine and security, where
high-resolution images are essential.
Sony applies the technologies cultivated for com-
mercial use in the consumer sphere. We will offer the
new value of unprecedented quality 4K images dis-
played on large screens to as many viewers as possible.
The Sony Group possesses a lineup of produc ts
backed by cutting-edge technology, a rich array of enter-
tainment content and a network service infrastructure.
This structure is indeed Sony’s unique strength, unable to
be replicated by other companies. By maximizing this
strength, we are able to pursue new technologies, devel-
op our product lineup and provide an environment in
which customers can enjoy entertainment content. The
entire Sony Group is unified in its goal of opening up the
world of 4K and creating new businesses.
Toru Suzuki
General Manager
Application Planning and Marketing Department
Planning and Marketing Division
Professional Solutions Group
Sony’s Strengths as a Leader
in 4K Development
The World of 4K Spreads from
the Professional User to the
Consumer
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to cinema distribution. Nowadays, when HD is seen as
the de facto standard in the home, we want consumers
to taste the excitement of the new motion picture
experience that is 4K at the movie theater.
Technology has no end point—we will continue our
development eorts so that we can continue to deliver
pictures that thrill and move our customers.
and we believe that this is an important part of our
responsibility as a manufacturer.