Loewe Connect ID
Sony wants TVs with better sound, tighter integration

12 Apr 2012 | Rasmus Larsen |

In a speech, Sony’s new CEO, Kaz Hirai, has outlined the new “One Sony” strategy. As part of the initiative, Sony will reduce their TV line-up and focus on higher-end TVs with better sound systems and tighter integration with Sony’s mobile devices.

One Sony

Sony has already reduced the TV line-up in 2012 by focusing more on mid-to-high-end TVs. According to Kaz Hirai, the move is an important step going forward and we will see more of this in the coming years.

Kazuo Hirai
Kazuo Hirai is Sony’s new CEO. He will make significant changes to Sony’s TV strategy


Kaz Hirai also says that Sony will take steps to enhance image and audio quality of its Bravia LCD-TVs, as well as enhancing the integration of TVs with Sony’s mobile devices such as smartphones and tablets. We are not sure exactly how but Hirai underlines that movie and music content is important, which would suggest that Sony intends to expand their Music Unlimited and Video Unlimited services. Sony already gave us a few examples of cross-device integration at CES 2012 but Sony has grander plans.

Lastly, Kaz Hirai once again underlines that Sony will develop and commercialize next-generation display technologies such as OLED and Crystal LED over the next few years. We already know that Sony intends to introduce OLED-TVs next year but Hirai’s speech indicated that this is a key focus area for Sony.

As part of the “One Sony” initiative, Sony will also cut 10,000 workers, and make significant reductions to their fixed costs.



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