Sony is a Japanese multinational conglomerate corporation founded in 1946. It has headquarters in Tokyo, Japan and operates in electronics, video games, film, music and financial services. Sony has expanded globally through joint ventures and acquisitions, including purchasing CBS Records and Columbia Pictures. It focuses on imaging technology, gaming, mobile technology and reducing television losses. Major competitors include Samsung, Canon and Panasonic. Sony continues innovating with new technologies like 4K HDR televisions, digital cameras and voice recorders.

1. Presented by
Yashank H.M
Mouli Srikar
Anusha R
SONY

2. SONY Group
Contents:
• Company Profile
• History
• Globalization
• Joint Ventures
• Sony Business Units
• SWOT Analysis
• Competitors
• New Technologies

3. Company Profile
• Sony Corporation is a Japanese
multinational conglomerate corporation.
• Headquarters : Kōnan Minato, Tokyo, Japan
• Founded : 7 May 1946
• Founders : Masaru Ibuka & Akio Morita
• Revenue : ¥ 8.105 trillion (2016)
• Number of Employees: 125,300 (31 March 2016)

4. History
• In 1947 Company name was TOKYO TSUSHIN KOGYO ( Tokyo
Telecommunications Engineering Corporation).
• The company built Japan's first tape recorder, called the Type-G.
• In 1958 the company changed its name to "Sony“.
• The name "Sony" was chosen for the brand as a mix of two words. One
was the Latin word "Sonus", which is the root of sonic and sound, and
the other was "Sonny", a common slang term used in 1950s America to
call a boy.
• The first Sony-branded product, the TR-55 transistor radio, appeared in
1955 but the company name did not change to Sony until January 1958.
• By the mid-1950s, American teens had begun buying portable transistor
radios in huge numbers, helping to propel the fledgling industry from an
estimated 100,000 units in 1955 to 5 million units by the end of 1968.

5. Globalization
• Sony co-founder Akio Morita founded Sony Corporation of America in
1960.
• Sony began a life insurance company in 1979, one of its many peripheral
businesses.
• Sony played a major role in the development of Japan as a powerful
exporter during the 1960s, 1970s and 1980s.
• Amid a global recession in the early 1980s, electronics sales dropped and
the company was forced to cut prices.
• Norio Ohga encouraged the development of the Compact Disc in the 1970s
and 1980s, and of the PlayStation in the early 1990s. Ohga went on to
purchase CBS Records in 1988 and Columbia Pictures in 1989, greatly
expanding Sony's media presence.

6. Globalization…
• Stringer helped to reinvigorate the company's struggling media
businesses, encouraging blockbusters such as Spider-Man while
cutting 9,000 jobs.
• In a bid to provide a unified brand for its global operations, Sony
introduced a slogan known as "make.believe" in 2009.
• Despite some successes, the company faced continued struggles in
the mid- to late-2000s.
• Hirai outlined three major areas of focus for Sony's electronics
business, which include imaging technology, gaming and mobile
technology, as well as a focus on reducing the major losses from the
television business.

7. Globalization…
• In February 2014, Sony announced the sale of its Vaio PC division to a
new corporation owned by investment fund Japan Industrial Partners.
• They closed 20 stores in the same month.
• In April, the company sold 9.5 million shares in Square Enix (roughly
8.2 percent of the game company's total shares) in a deal worth
approximately $48 million.
• On July 2, 2012, Sony announced it was buying Gaikai, a cloud service
to support its expansion into the cloud gaming realm. Sony paid a
reported $380 million to acquire Gaikai.
• In May 2014 the company announced it was forming two joint
ventures with Shanghai Oriental Pearl Group to manufacture and
market Sony's PlayStation games consoles and associated software in
China.

8. Joint Ventures
• Sony Mobile Communications Inc. (formerly Sony Ericsson) is
a multinational mobile phone manufacturing company headquartered
in Tokyo, Japan, and is a wholly owned subsidiary of Sony Corporation.
• It was founded on October 1, 2001 as a joint venture between Sony and
the Swedish telecommunications equipment company Ericsson, under the
name Sony Ericsson.
• Sony acquired Ericsson's share in the venture on February 16, 2012.
• Sony Mobile Communications has research and development facilities
in Kenya, Tokyo, Chennai, Sweden, Beijing and Silicon Valley.
• Sony Mobile and ZMP to establish Joint Venture for Developing and
Providing Enterprise Solutions that Utilize Autonomous Unmanned Aerial
Vehicles via Aerosense.inc

9. Joint Ventures…
• Sony and Philips jointly developed the Sony-Philips digital interface format
(S/PDIF) and the high-fidelity audio system SACD.
• Sony had a LCD joint venture with Samsung Electronics & sold it for about
$940 million.
• Sony Corporation and Sharp Corporation have a joint venture to produce and sell
large-sized LCD panels and modules.
• Olympus and Sony established a joint venture to develop new surgical
endoscopes with 4K resolution (or higher) and 3D capability. Sony Olympus
Medical Solutions Inc. (Sony 51%, Olympus 49%) was established on 16 April
2013.
• On 28 February 2014, Sony, M3 and Illumina established a joint venture called P5
Inc. to provide a genome analysis service for research institutions and enterprises
in Japan.
• In 2004, Sony entered into a joint venture with Bertelsmann AG, merging Sony
Music Entertainment with Bertelsmann Music Group to create Sony BMG.

10. Business Units
• Electronics
• Semiconductors
• Video Games
• Media/Entertainment
• Computer Hardware
• Telecom equipment
• Electric Vehicles and Batteries

11. Consumer Electronics
• Sony Corporation is the electronics business unit and the
parent company of the Sony Group.
• It primarily conducts strategic business planning of the
group, research and development (R&D), planning,
designing and marketing for electronics products.

12. Audio:
• World's first portable music player, the Walkman in 1979.
• The company now uses the Walkman brand to market its
portable audio and video players as well as a line of former Sony
Ericsson mobile phones.

14. Computers:
• Sony produced computers during the 1980s.
• Withdrew from the computer business around 1990.
• Sony re-entered into the global computer market under the new
“VAIO” brand, began in 1996.
• First computer brand to highlight "Video Audio Integrated Operation“.
• Sony faced controversy when some of its laptop batteries exploded
and caught fire in 2006.
• launched its Sony Tablet line of Android tablets in 2011.

16. Photography & Videography:
• The first Cyber-shot was introduced in 1996.
• Sony's market share of the digital camera market fell from a high of 20% to
9% by 2005.
• Re-entry into the market with a new brand called “Alpha” in 2006.
• World’s 3rd largest manufacturer in camera.
• Started digital single-lens reflex cameras in 2006 and acquired the camera
business of Konica Minolta.
• Rebranded Konica Minolta as Alpha.
• There are also a variety of Camcorders which are manufactured by Sony.

18. Videos :
• Sony introduced the Trinitron brand name for its lines of aperture grille
cathode tube ray televisions and computer monitors.
• BRAVIA is an in house brand owned by Sony which produces high-definition
LCD televisions, projection TVs and front projectors, home cinemas and the
BRAVIA home theatre range.
• Sony also sells a range of DVD players. It has shifted its focus in recent years
to promoting the Blu-ray format, including discs and players.
• In 2009 Sony corporation and Sharp corporation agreed to make join venture
together.

20. Semi conductors and components:
• Sony produces a wide range of semiconductors and electronic components
including image sensors, image processor (BIONZ), laser diodes, mixed-signal,
OLED panels, etc.
• Also manufactures image sensor which are widely used in digital cameras,
tablet computers and smartphones.

22. Sony Mobile:
• Multinational mobile phone manufacturing company headquartered in
Tokyo, Japan and a wholly owned subsidiary of Sony Corporation.
• In 2001, Sony entered into a joint venture with Swedish
telecommunications company Ericsson forming Sony Ericsson.
• In 2009, it was the fourth-largest mobile phone manufacturer in the world.
• By 2010, its market share had fallen to sixth place.

24. • Sony Interactive Entertainment
• Launched in 1994, the first
PlayStation.
Electric vehicle batteries
In 2014 Sony is in the business of
electric vehicle lithium-ion batteries.

25. Entertainment
Sony Pictures Entertainment
Sony entered the television and film production market when it acquired
Columbia Pictures Entertainment in 1989 for $3.4 billion.
Sony Music Entertainment
• Sony Music Entertainment is the second-largest global recorded music company
of the “big four” record companies and is controlled by Sony Corporation of
America, the United States subsidiary of Japan's Sony.
• The company owns full or partial rights to the catalogues of Michael Jackson,
The Beatles, Usher, Eminem, Akon and others.

27. SWOT ANALYSIS
Strengths
 Strong brand image
 Innovative products
 Product differentiation
 Product designs
Weakness
• Lack in understanding the
customer preferences
• Less importance given to
promotional activities
• Lack of brand awareness globally

28. Opportunities
• Strong customer demand for
innovative product
• High disposal incomes in
emerging markets
• Untapped markets – such as
rural markets
Threats
• Bargaining power of consumers
• Intense competition
• New competitors entering the
market
• Other brands providing the
products at lower prices

29. Major Competitors of Sony
Panasonic Philips

30. Samsung Canon

31. New Technologies
X94D / X93D 4K HDR with Android TV
Top features –
• 4K HDR
• Slim backlight drive
• Triluminos display
• X-tended dynamic range
pro
• 4K X-Reality PRO
• 4K Processor X1™

32. α6300 E-mount camera with APS-C Sensor
Top features –
• 4D focus
• Incredible image quality
(BIONZX)
• 4k – (3840*2160) Resolution

33. α6300 E-mount camera with APS-C Sensor
Extra image sensor perception - Raising resolution and efficiency

34. Dock and connect
CD smartphone cradle receiver with Bluetooth®
Top features –
 App remote 2.0
 NFC One-touch
 Dynamic Reality Amp
 Stay in touch
 Talk aloud
 Charge while you drive
 LCD screen
 CD player
 Front USB

35. Digital Voice Recorder with Built-in USB
Top features –
 High-quality audio with the
thin and light UX560F
 New user interface
 SDHC and SDXC
supported
 Quick charge via built-in
USB