Sony, a conglomerate based in Tokyo, Japan, has a diversified business portfolio made of electronics, gaming, entertainment products and financial services.
In the 1990s, home video cameras were wildly popular. Improvements in film quality and manufacturing made them available to an even broader market. Seeing this as an opportunity and a huge market, SONY launched a camera with some unique and extra features including NightShots.
Unsurprisingly, the camera opened up a bundle of legal problems and privacy issues.
The near-infrared camera, with the right white lighting conditions, would reflect light through clothing directly to the skin and bounce it back to the camera, illuminating a naked form.
Reports came in of men hiding cameras under towels while at the pool and various theme parks. Then they sold those photos on their websites which lead to cybercrime issues.
Sony immediately announced a recall of 700,000 cameras. It was the largest recall in company history.
These problems not only harm personal privacy of humans but also create a sense of insecurity in the minds of people which violates one’s personal right to life and liberty under Article 21 of the Constitution of India.
1. Presented by – Bhavna M. Nirban
SONY CAMERA
SUBJECT: STRATEGIC MANAGEMENT
2. SONY MARKETING STRATEGY
Sony, a conglomerate based in Tokyo, Japan, has a diversified business
portfolio made of electronics, gaming, entertainment products and
financial services. It is a leading brand in electronics industry and also
the fifth largest manufacturer of televisions, as of 2016.
In several regards Sony has been the leader in its industry, the first one
to bring the direct view portable transistor TV and the famous
Walkman.
However, another major product that had made Sony highly popular was
the Sony VAIO laptop. After bearing losses for years in its PC division,
SONY was forced to discontinue its PC business.
3. SONY MARKETING STRATEGY
Still, the brand has continued to do well and and its brand image and
technology are an important reason that SONY is a celebrity in several
areas including gaming consoles, video camcorders as well as
professional and medical equipment (Source: Fortune 500, SONY’s rank
is 105th).
The brand was forced to cut down on its smart-phone line to avoid
running into further losses. SONY employs more than 128,000 globally
and its current CEO is Kazuo Hirai. This is a discussion of the
marketing Mix of SONY and its marketing strategy.
SONY has a large and diversified product mix consisting of both
products and services.
5. PRODUCT CASE STUDY
In the 1990s, home video cameras were wildly
popular. Improvements in film quality and
manufacturing made them available to an even
broader market. Owning a camera no longer
required breaking your bank account.
The latest feature making the rounds was various
forms of night vision. Sony’s camera introduced
NightShot, which featured near-infrared technology.
Sony thought people would film critters on their
back porch or each other during camping trips out
in the woods. They hired famed ad agency Campbell
Ewald Awald, which ran a now-famous print
advertisement in magazines -
6. When they hit the market, Sony realized there was a bug in their design. No, you didn’t
turn the camera on and instantly see through everyone’s clothing.
It was when you added a popular filter to the camera that the world suddenly turned
into a nudist colony. After the Japanese magazine ran the issue about the bug, it created
a feeding frenzy among journalists around the world.
Then, in our typical moral depravity, the demand for cameras with NightShot soared.
Many of them sold for $2,500 instead of the original $600.
Unsurprisingly, the camera opened up a pandora’s box of legal problems and privacy
issues. Reporters found 12 different websites featuring Peeping Tom videos and
pictures of women who’d been out living a normal life.
The near-infrared camera, with the right white lighting conditions, would reflect light
through clothing directly to the skin and bounce it back to the camera, illuminating a
nude form. It was particularly effective in daylight and if the person was wearing dark
colors or thin clothing, like a bathing suit.
7. These fabrics often absorbed infrared light rather than sending it back. You could see
what underwear the person was wearing, their tattoos, and unfortunately, much more.
Reports came in of men hiding cameras under towels while at the pool and various
theme parks. Then they sold those photos on their websites.
This was during a period of minimal online regulation. So when these ridiculous voyeur
sites went up, they stayed visible for months and years before authorities caught on.
Avoiding a Reckoning With Law Enforcement
Sony immediately announced a recall of 700,000 cameras. It was the largest recall in
company history. All of their vendors were frozen from distributing the HandyCams.
Sony threatened swift disciplinary action against anyone who attempted to profit from
the increased demand.
In Sony’s defense, they didn’t spin this product as being needed for medical science.
Nor did they try to justify the product as useful to anyone other than wayward 13-
year-old boys and middle-aged Peeping Toms.
8. One of the most important things to remember about PR disasters and mistakes
in general: When you find out about a major mistake, act fast and take decisive
action. Own it. It’s when you delay and let a problem fester for fear of losing
money, or deflect blame, that things get ugly. As the saying goes, “The cover-up
is worse than the crime.”
Sony now tests all technology to the lowest common denominator of human
conduct.
Lastly, don’t think you are safe from this happening ever again. There are
actually scenarios where see-through cameras are valuable. In fact, they are used
quite often - in airports.
These problems not only harm personal privacy of humans but also create a
sense of insecurity in the minds of people which violates one’s personal right to
life and liberty under Article 21 of the Constitution of India.
CONCLUSION
