As an old Sony fan as a boy, I have tried my best to support the company over the years by purchasing their dying TV’s, PlayStation (along with the games), and even a Sony Xperia smartphone that it seems very few people own these days. Few companies have survived more troubled times than Sony. However, from the recent stock market readings, Sony may still have a chance to come back to life again.
The announcement of the new PlayStation 4 coming out this holiday season and their mobile phone gaining shares (although still overshadowed by top dogs such as Apple and Samsung); they may still have a chance. However, there are still reasons to believe that Sony does not know how to survive in this tough industry.
Sony’s CEO Kazuo Hirai believes that “Sony should target customers willing to pay more and won’t get sucked into a price war with cheap and cheerful Chinese players” (from Sony Will Come Back from the Dead). After watching their recent Xperia commercial (which you can view at the end of this post), it makes me think that they are still stuck in the good ‘ol days. While the nostalgia is what keeps many people coming back, Sony needs to realize that they are not the Apple of the 90’s when people would buy their products regardless of the price tag. It will be interesting to see how the company is positioned at the end of the year and what new products are showcased in 2013 to keep them in the game.
Written by: Jung Chei, Industrial Designer, Beyond Design, Inc.