Stringer: Sony Has Recovered its Innovation Edge
The electronics company CEO says new tech milestones prove it’s back on top in change
by means of Vivian Yeo
Pointing to several results “firsts”, Sony Chairman and CEO Howard Stringer reported Tuesday the firm has “recovered” in all areas that it was seen to have being having difficulties. The Sony cardinal was speaking to the media during his first visit to Singapore since he took over the company helm in 2005.
One district in what one. Sony is leading the industry is OLED (organic light-emitting diode) television sets—a “true greater milestone”, said Stringer. The collection first launched its OLED product last December in Japan, released it in North America early this year and is a little while ago introducing it in Europe. “Other companies are advertising the same thing for the future but we have it very lately,” he proclaimed.
Some of that innovation has also taken place around software, an area the company was not known for. Stringer pointed out that he took over a set that was hardware-focused and vertically organized, but that the business was increasingly about designing a “software product”.
To drive interaction amongst his software engineers in the various business units, Stringer organized cocktail parties to encourage them to get to know undivided not the same and the applications they were working on. That even led to engineers using their personal time to drudge in company on developing applications beyond the business units they work for, he said.
“There was obviously a hunger to be more contemporaneous than we were currently,” he noted.
As a reflection of that more modern perspective, the PlayStation Network was built with “an interoperable DRM” (digital rights management), said Stringer. “We’d have had a proprietary one before, except this is an interoperable one which is much other useful for the customer. That’s a good sign.”
The PlayStation Network, a digital media giving up service for PlayStation 3 and PlayStation Portable (PSP) customers, was “launched quietly” based on the experience of heart “a company that’s been ridiculed for its software development”, admitted Stringer. The move turned out to be “very successful”, he pointed out.
“Now we have to make Vaio and Sony walkmans and cellphones connect into that PlayStation Network so that they over can deliver the identical content seamlessly and freely across those devices instead of the PSP,” he added.
The company’s goal is to take device-to-device commerce farther, eventually having 90 percent of Sony devices capable of networking by one another, said Stringer. Essentially, users can migrate every undivided of the things they care approximately from one stratagem to another, in the same state as porting data from a laptop to a PSP, he explained.
Innovation in ‘volatile’ timesElectronics innovation, said Stringer, in fact comes from “extensions of an existing subject”.
The truth is, everybody’s brand new product is an extension of what already exist—the world is no longer a place in which place you suppose, ‘Oh look, I’ve precisely invented television’, or ‘I’ve invented [the] cellphone’, he pointed out. “You make them bigger and better, thinner, taller, shorter, by consequence more convenient for the customer.”
With economic pressures and stiffer competition, companies need to “be much more globally connected to the rest of the world” to determine what to make innovations and what products to sell.
Risks in like manner have to be weighed and taken, he said. “You have to make choices, whether you make the iPhone or the Vaio X1 you be obliged to balance technology versus customer tranquillity of use versus customer cost—all these things depart into the calculus of what you launch on each unsuspecting public.”
The OLED technology was one such example, said Stringer. “OLED has been in the works and has been discarded a couple of times as [substance] too advanced, too expensive or too difficult to manage for the users.
“We made a decision on OLED—it was such a remarkable technology we’d launch it and lose wealth on initial devices, but eventually the precipitous capacity of the picture will solve the problem that would take to get large song to market,” he explained.
Original clause: http://rss.businessweek.com/~r/bw_rss/asiaindex/~3/388807094/gb20080910_683378.htm
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