Sony has plans to launch a new online service next year that will enable people to download all sorts of content across a range of gadgets in order to help build Sony brand loyalty and improve sales.
The online service is part of Chief Executive Howard Stringer’s goal of pulling together all of Sony’s electronic products and content from its movie studio and music label into one place and capitalise on Sony’s strengths.
Sony already has 33 million registered users for their Play Station Game Network alone and plan to expand this service.
Sony acknowledges they maybe haven’t communicated their strengths very well in the past but under the revamped management team put in place by Howard Stringer, they hope to change all that.
“We want to increase the value, or the brand loyalty of our Sony products. There is no question about it,” said Sony Executive Vice President Kazuo Hirai.
“This is something I’d like to get off the ground as quickly as possible,” said Hirai, who is also head of the company’s game division.
Although the new service won’t be available until some point in 2010, the quicker the better as far as Sony is concerned. “Earlier in the year would be obviously a lot more preferable in my mind” said Stringer.
According to Kazuo Hirai, the service will highlight the advantage Sony has over its rivals who don’t produce their own content like Sony does.
Sony’s business covers electronic gadgets such as phones and digital cameras, eBook readers, gaming consoles, movies and even music.
“That’s the kind of combination that I think is not seen anywhere else,” Hirai said in an interview at the company’s headquarters in Tokyo.
Sony believes that by producing their own content and making an online service available to download that content to a whole range of gadgets, is what will set them apart from their competitors.
“That I think is where our core competence lies, and that’s a differentiator for Sony” said Hirai.
“One of the things we really need to get into is the whole concept of user-driven content,” Hirai also said in the interview.
“There already are a lot of services out there but we want to try to bring something that is uniquely Sony to the experience.”
As to whether the Sony experience will live up to the hype and pay off for Sony remains to be seen, but it sounds cool. I’ll be checking it out.
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