Have you used a Sony VAIO laptop before? Here you can have a look back at the golden age of Sony VAIO PCs, and learn why an used-to-be innovative PC company failed to meet the market changes and exited the market.
Sony VIAO - Dilemma of Richard Lopez.
Richard Lopez: Product manager of Sony Corp, Hong Kong has a problem.
He Has to create a Marketing Plan for VAIO laptop in China
But that is not the main problem. The problem is too much data.
Initially Lopez was working with three MR reports. Then he got another corporate study that segmented consumers at global level.
Now his problem is that which combination he should choose
Sony VIAO - Dilemma of Richard Lopez.
Richard Lopez: Product manager of Sony Corp, Hong Kong has a problem.
He Has to create a Marketing Plan for VAIO laptop in China
But that is not the main problem. The problem is too much data.
Initially Lopez was working with three MR reports. Then he got another corporate study that segmented consumers at global level.
Now his problem is that which combination he should choose
This slideshow was created to showcase the marketing research involved in the strategic decision-making process. This presentation represents a decision for the marketing team at Barco Projection Systems, on how to combat the incoming Sony 1270 projector model. This presentation includes a brief history, situation analysis, options for Barco, and an ultimate decision based on this research. This Powerpoint presentation was completed for a Marketing Management & Strategy course.
A comprehensive strategic analysis on Nintendo's software division in interaction to its hardware business and its competitiveness in the face of disruptive technologies and industry competitors.
Reason for Success and Failure
Trade Cycle of Nokia
Comeback of Nokia
SWOT Analysis
Marketing Mix
Porter's Five Force Model
Comeback Strategies
Recommendations
Presentation about Microsoft during the seminar "Surviving in a turbulent world: the case of Apple".
Genoa University - Economics Faculty - May 2011
Group members:
Esu Tiziana
Garlando Lucia Virginia
Gonzalez Leitao Fernanda
Moresca Claudia
Tutino Valentina
This presentation shows the development of Microsoft in the last 5 / 10 years, highlights the most interesting aspects in terms of:
- strategy and business model
- market share
- demand and supply
- financial results
This slideshow was created to showcase the marketing research involved in the strategic decision-making process. This presentation represents a decision for the marketing team at Barco Projection Systems, on how to combat the incoming Sony 1270 projector model. This presentation includes a brief history, situation analysis, options for Barco, and an ultimate decision based on this research. This Powerpoint presentation was completed for a Marketing Management & Strategy course.
A comprehensive strategic analysis on Nintendo's software division in interaction to its hardware business and its competitiveness in the face of disruptive technologies and industry competitors.
Reason for Success and Failure
Trade Cycle of Nokia
Comeback of Nokia
SWOT Analysis
Marketing Mix
Porter's Five Force Model
Comeback Strategies
Recommendations
Presentation about Microsoft during the seminar "Surviving in a turbulent world: the case of Apple".
Genoa University - Economics Faculty - May 2011
Group members:
Esu Tiziana
Garlando Lucia Virginia
Gonzalez Leitao Fernanda
Moresca Claudia
Tutino Valentina
This presentation shows the development of Microsoft in the last 5 / 10 years, highlights the most interesting aspects in terms of:
- strategy and business model
- market share
- demand and supply
- financial results
VR-Zone Tech News for the Geeks Aug 2011 Issue 2VR-Zone .com
VR-Zone is a leading online technology news publication reporting on bleeding edge trends in PC and mobile gadgets, with in-depth reviews and commentaries. Our inquisitive team of journalists cover key international events like CES, CeBIT, MWC, Computex and local exhibitions like CommunicAsia, IT SHOW, PC SHOW, COMEX and SITEX.
The wireless audio device market is fueled by strong growth in Bluetooth speakers in the lower end of the price spectrum and multiroom audio at the premium end.
According to Strategy Analytics,
- Home Audio device shipments including Integrated HiFi Systems, AV Receivers, Docking Stations, Wireless Speakers and Soundbars will exceed 80 million units globally in 2015 from just over 70 million in 2014.
- Wireless Speakers will account for close to 50% of all Home Audio shipments in 2015. Bluetooth only speakers dominate with around 65% share of sales although the number of Wi-Fi and Wi-Fi/Bluetooth models is expanding as interest in multi-room audio grows.
- Global shipments of Soundbars will grow 36% in 2015 to reach 15 million units as TV manufacturers and audio specialists add new products and features to their line up.
In this report, you will also learn about the key market trends, competitions and how Sonos is keeping its leading position.
Ownership of fitness tracker devices in the U.S. grew from about four million users at the beginning of 2013 to an estimated to an estimated 15 million in 2014, according to research from Parks Associates. The sales of fitness tracker devices will reach 15.6 million units in 2015, according to Consumer Technology Association, formerly Consumer Electronics Association (CEA).
As the connected fitness tracker market grows, expect competition to mount not only from within but especially outside the market from other devices including smartwatches and smartphones/apps. In this study, you can learn more about the technology and market trends.
Unlike the broader PC market, which continues shrinking, gaming PC sales are projected to increase over the next couple of years. According to NVIDIA, PC gaming accounts for nearly 40% of the overall gaming business. This percentage is higher than those for consoles, phones, tablets, phones, or any other individual gaming fragment.
PC gaming has seen a renaissance, partly thanks to superior graphics and processing but also the meteoric rise of the eSports scene and free-to-play games. Jon Peddie, president of Jon Peddie Research (JPR), notes that “NVIDIA, Intel, and AMD have enthusiast CPUs and GPUs that are so powerful, when combined with SSD’s and fast memory they absolutely trounce the computing power and gaming capabilities of the newest console generation.”
Gaming has become one of the cornerstones of the entire home and personal PC market. $1000 video cards are flying off the shelves, exciting and demanding new technologies like 4K and VR are on the horizon, and gamers are upgrading in accordance. As major companies evaluate their marketing and R&D budgets, JPR is seeing more investment in gaming oriented designs, and more money spent advertising to this group of consumers. JPR estimated that the gaming hardware market is expected to grow to $30 billion by 2018.
Now, the PC industry is betting BIG on gamers and core gamers are expected to drive recorded growth for PC games. In this report, I hope you can learn how eSports are saving the PC industry and how PC hardware vendors can take advantage of this growing opportunity.
Wearables devices market and technologyKevin Huang
What is wearable technology?
Simply put, it’s technology that you incorporate into things you wear on a day-to-day basis, and it could be anything from a smart watch, augmented reality glasses, or even a personal health monitor in the form of a bracelet.
The idea is that technology will increasingly become more part of our daily lives, and it will become less intrusive, as it will be part of our clothing, and sometimes even part of our bodies!
Wearable tech presents a fascinating field to study. I have conducted some researches and hope you can also learn more about this high growth market.
Though I have been working in the technology industry, I always think a professional marketer needs to be able to promote an idea, a product, a service, a city, a state, and even a country. I try to think like a marketer in the tourism industry and think about how to promote this beautiful state to more Asian tourists. Feel free to let me know if I miss anything and comments are always welcome. ;-)
The Citizen, Not the Government, Should Be at the Center of Smart City Design. Learn what defines a smart city, how to build a smart city, and who're the leading brands.
If you’ve been relying on traditional public relations tactics, it’s time to breathe new life into your efforts. By focusing on a social approach, you’ll be able to communicate your messages directly with your stakeholders.
5. Page 5
A Look Back at the Golden Age of Sony VAIO PCs
6. Page 6
VAIO Chime
The chime heard when a VAIO computer is booted are
the DTMF notes corresponding to V-A-I-O (8-2-4-6)
dialed on a telephone keypad.
The VAIO logo itself was designed to
represent the change from analog to digital,
with the V and A representing analog
waveforms, and the I and O miming binary
digits.
7. Page 7
1996 1998 2000 2002 2003
VAIO was originally a brand
of Sony and VAIO , originally
an acronym of Video Audio
Integrated Operation, was
amended to Video Audio
Integrated Organizer in 2008
to celebrate the brand’s 10th
anniversary.
PCV-90 series of desktops
The first generation of VAIO
laptop computers was
released in 1997 and the
US$2,000 PCG-505 model
was designed to be
"SuperSlim," and was kept in
a four-panel magnesium body.
1997
VAIO PCG-707
Branded “PictureBook,”
Sony’s VAIO C1 series
introduced the idea of a
built-in webcam to its
notebook range in 1998.
Sony returned to its Walkman
roots with its MX series in
2000. Early models included
an FM tuner, MiniDisc player,
and built-in amplifier. The
front of the PC tower also
featured an LCD display with
audio information. Combined
with a set of speakers and a
remote control, it was Sony’s
fist attempt at an all-in-one
media PC.
LX series -
shipped with a
stylus and a
display that tilted
up to 65 degrees.
VAIO W all-in-one - combined
a PC with TV features. A built-
in antenna input brought TV to
this 15.3-inch PC, and the
keyboard folded up onto the
display thanks to a hinge
mechanism.
VAIO U series -
looked like tiny
portable DVD
players. At the
time, it was the
world’s smallest
and lightest PC
running Windows
XP.
VAIO PCG-Z1 - Sony’s
first VAIO Z notebook
arrived at the dawn of
Intel’s Centrino era, and
just as Wi-Fi networks
were becoming more
popular. It shipped with a
14.1-inch 1400 x 1050
display that was unique
at the time.
2001
PCG-R505
series
VAIO PCG-705 GT1 (6.4”)
– sold in Japan only
PCG-U101
(7.1”)
8. Page 8
2004 2005 2006 2009
Sony’s VAIO X505 series
had some impressive specs
when it first debuted in
2004. It was just 0.38
inches at its thinnest point,
and used Intel’s ultra-low
voltage Pentium processor.
It was the first laptop to
feature a "chiclet"
keyboard.
VAIO UX series -followed
Microsoft’s ultra-mobile PC
(UMPC) initiative, the UX
models included a slide-out
keyboard, touchscreen, and
Intel’s Core 2 Solo processor.
A 4.5-inch display was the
centerpiece of the device,
with buttons on either side for
additional controls. Sony also
shipped the UX with a
fingerprint reader. Sony’s UX
made its way onto several TV
shows and movies,
including Terminator
Salvation and Quantum of
Solace.
The VAIO SZ series was
yet another expensive, high-
specced machine, featuring
the latest processors,
display technology, and
even a fingerprint sensor, all
in a tiny package. Each
notebook gave users the
ability to switch between
integrated Intel graphics
and a discrete GeForce
GPU from Nvidia.
Sony launched VAIO
VA series, an all-in-one
with 20-inch display and
TV tuner, in 2005 with
Windows Media
Center Edition.
2007
VAIO TZ-90
Solid-State laptop
Sony’s VAIO P first launched
in 2009 as an ultraportable
notebook in a tiny form factor.
Designed as an expensive
and smaller alternative to
popular netbooks at the time,
the VAIO P shipped with an
8-inch display and 1600 x
768 resolution.
10. Page 10
20142009 2011
Sony sold its PC business to the
investment firm Japan Industrial
Partners in February 2014 as part
of a restructuring effort to focus
on mobile devices.
Sony’s experimentation with slim and
lightweight laptops culminated in the X
series. At just 655 grams with a special
lighter battery, Sony claimed it was the
world’s lightest notebook back in 2009.
VAIO Z series - stupidly thin and light, it
came with a 13.1-inch full HD matte display,
an SSD, and a suitably powerful processor.
It also had an interesting port called Light
Peak, based on Intel optical technology that
we now know as Thunderbolt. With the
Light Peak port, you could connect up an
external dock that had a discrete graphics
card and a Blu Ray drive.
2010
Sony released the world’s first Blu-ray-
equipped VAIO VGN-AR70B notebook.
VAIO VA1 series - created at a time when
PC manufacturers were convinced media
center PCs were the next big thing, it
paired a 19-inch 1680 x 1050 display with
a powerful CPU, large hard drive, built-in
TV tuner, and a DVD drive.
VAIO Z Canvas
The VAIO returns
11. Page 11
Differentiation Strategy for VAIO
• High end niche products
• Consumers who give top priority to style and design
• VAIO 505 line (1998) gained significant awareness and recognition
• Positioned as “statement computer” 9kept away from attracting mass audience like others)
• “Sleek”
• Available in colors
• Iconic: rich purple
• Popular with image conscious people
• Focused on reducing weight and size
• Distinctive advantage: VAIO Media Gallery software
(others were not likely to have)
• Japanese brand image
• Premium offering
• Higher avg selling price
12. Page 12
Transition of VAIO PC Business
Sony maintains a minority stake in the new, independent
company, which currently sells computers in the United
States, Japan, and Brazil as well as an exclusive marketing
agreement. Sony still holds the copyright trademarks for
the VAIO brand and logo. Currently in the US, VAIO
products are sold by Trans Cosmos America, Inc.
13. Page 13
Sony's computers have long stood out from the crowd, slickly
designed and clad in colorful cases, yet the VAIO line has
struggled to capture everyday attention in recent times,
accounting for a scant 1.9 percent of all PC sales in the third
quarter of 2013.
Why? It'd be easy to point a finger a Sony's
design decisions. Most of the VAIO offerings
announced in the past couple of years have been
hybrids of one sort or another, as Sony—like its
competitors—grappled to compensate for the sudden
rise of tablets and the sudden shrinking of the PC
market. Hybrids, whether of the laptop/tablet or
(ridiculous) tablet/all-in-one form, have thus far failed
to get everyday buyers drooling.
The $1,200 Sony VAIO Tap 11
hybrid was almost impossibly
thin, but rife with compromises.
Why Sony VAIO Failed?
14. Page 14
Why Sony VAIO Failed?
The decision highlights a problem that has begun to afflict smaller
makers of Windows PCs, and even some of the big ones: as the
global market for PCs shrinks, profits are fast turning into losses.
Ranjit Atwal, devices analyst at research firm Gartner, says there
is a shakeout coming. The PC market is dominated by five big
companies – China's Lenovo, the American HP and Dell firms,
and Taiwan's Acer and Asus. Together they ship 60% of the PCs
sold globally a year. Apple has just over 5% of the market. That
leaves about a third of the market for the smaller players, and far
less of the profits.
"They've lost market share, and the market they're in has shrunk
as well. Scale is everything in this market. If you haven't got
economies of scale then the underlying costs of getting to market,
retail and so on, is too great to be profitable," Atwal said.
Atwal ranks Toshiba, Samsung, Sony, and Fujitsu as the "bottom
four" – together they had about 12% of the market last year – and
as those most under pressure.
15. Page 15
VAIO Is Back But Can It Survive The Ever Competitive PC Market?
After four (4) years of abyss, VAIO has unveiled the premium VAIO S Series - S11 and S13 - to
some great Japanese fare on the 16th of August at Keyaki in Pan Pacific Hotel Singapore.
Huney'Z World!
16. Page 16
“Nevertheless, I wasn't impressed with VAIO S Series.
While the Business PC is a huge market, it is also known
as a cut-throat market where pricing is a major
consideration on top of availability and technical support.
Unfortunately, the new VAIO S Series look "over spec" for
general usage but "less sexy" and/or "less flexible"
compared to those ultra-mobile PCs such as Microsoft
Surface Pro or Apple MacBook Air.
Ironically, it was VAIO that first created a disruption to
the PC market with its first ultra-mobile PC under the U
series back in 2004 and followed by the more iconic UX
series in 2006. Let's hope it has plans in the coming
months to repeat the feat, but until then, sorry to VAIO S
series.”
20. Page 20
Product Options & Pricing
11.6" Full HD (1920x1080)13.3" Full HD (1920x1080)
21. Page 21
Can It Compete with the Hot Selling Surface Go/Pro?
12.3” (2736 x 1824)10“ (1800 x 1200)
22. Page 22
VAIO Community (as of 02/10/2019)
6.9K
Followers
809
Followers
1.6K
Followers
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Do Consumers Still Care About VAIO Brand?