Table of Contents 94e1i
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celebrating 45 years in Brazil and with more than 70 years since its foundation, the Sony is one of the largest conglomerates in the world and also an irable company, being one of the leaders in the production of electronics, commercial and professional; in entertainment, as well as being featured in finance and insurance services – but only in Japan.
Although it has been on the rocks since the turn of the millennium, the company has seen its market value fold in the last 5 years, after a tough tax recovery initiated by Kazuo Hirai, the current CEO of the corporation.
Today, Sony is listed by Forbes as ª 105 most valuable company in the world – and everything is only going to get better: in 2018, the Japanese intends to renew its smartphone line, returning to the fight in one of the markets more fierce the planet.
No Brazil, the company has always been a reference for products and of high quality, but what few know is that, before the company's emergence, the Japanese industry did not have so much credit in the market: products from the country were seen as of low quality, which Sony helped to reverse.
But the last 70 years contain many more stories, and it is to tell them that we are here. Come on?
Foundation and name 1x2q3w
the origin of Sony gives in 1946, just a few months after the end of World War II and the attacks on Hiroshima and Nagasaki. At the time, the one who would become the company's co-founder, Masaru Ibuka, opened a small electronics store in Tokyo, with 20 employees and a capital of approximately US$ 1,600.
A short time later, in May of that year, Ibuka decided to the Akio Morita, a great friend from his time as a lieutenant in the Imperial Japanese Navy, to found the 'Tokyo Telecommunications and Engineering Company', or Tokyo Tsushin Kogyo, in romanized Japanese.
The name was almost always spelled that way, as for Ibuka and Morita, writing it in romanized letters was a means of externalize their products – but in a very short time, both realized it was too big and soon dubbed the company 'totsuko'.
During its early years as Totsuko, the company manufactured megaphones, magnetic tapes and sound recorders, as famously Type-G, the first device of its kind in the Japanese industry. A few years later, in the middle of 1954, the company began its research with transistors, the idea was to launch the world’s first radio with this technology as early as the following year – and they succeeded:
The saying whose was the TR-55, the company's first device to receive the 'Sony'. The company itself remained Totsuko until 1958, but the founders soon noticed that, although it was a success in japan, the nickname didn't work in North America – and Morita was determined to make it in Uncle Sam's land.
The name 'Sony' was chosen because, in addition to referring to Sonus, Latin term for 'Sound', also referred to the expression 'sonny boy', an American slang term for 'smart kid'. According to legend, Morita e ibuka liked the name because, to them, it reminded them of a young, intelligent and intimate of technology – something they both saw in themselves.
Asia, USA and then the world 76s6i
After being very successful in Japan, Morita wanted to sell the TR-55 in the United States. For this, the executive traveled several times between the two countries, seeking contracts that would make importing the model possible.
But as Morita was unable to reach an agreement with the available partners, the first Sony to be sold in North America was the TR-63On 1958 – becoming a true revolution in the way of listening to music.
The newspapers say that at the end of the anos 50, young Americans consumed much more electronics than before, and that, at the time, the most common form of entertainment was with radios. Allied to this, the TR-63 it was portable, beautiful, good quality and ed headphones. In other words, it had everything to be a success.
The only problem with the model was that it didn't fit in the front pockets of young people's jackets and pants - but the Sony solved this issue in a very unusual way: the brand started to promote clothes with bigger pockets. In this way, I could announce the TR-63 like first pocket radio in the world.
A Sony only became official in the US in 1960, with the foundation of Sony Corporation of America. A few months later, in May, the company announced its first TV: the TV8-301, as it was called, was the world's first personal television – this is because, at the time, it was portable enough to be carried by a single person.
As can be seen, the Sony it took some time to venture into other markets, living its beginnings with a full focus on recorders, radios and similar devices. Sony Corp.'s stabilization. of America, was essential for the emergence of other products, since Akio Morita, founder of the American division, began to encourage engineers from other companies to move to Sony.
This type of strategy gradually made the North Americans (and the West as a whole) change their perception of 'Made in Japan'. Until that time, nationalism was strong and asian imports suffered from a lot prejudice, the Japanese industry did not have as much credibility as it does today – moving away from this image 'hi-tech' that we currently have.
at the end of the years 60, color TVs were not new to the market. However, the Image quality it was very precarious, making many not even want this type of device.
Trying to solve this problem, the Sony would launch in 1968, the first of its iconic TVs trinitron. The model KV-1310 switch was a complete success, so much so that, in 1973, the company was the first Japanese company to receive a Emmy, the 'Oscar' of world television.
In addition to being much brighter, smaller and beautiful than other color TVs, the trinitron also helped to consolidate the reference in sound and image that the Sony became over the years, ensuring the brand success outside their homeland.
70s, Brazil and Walkman 2e3j5w
The years 70 were very positive for Sony, with the company opening offices in Europe and Brazil. present here since 1972, the company celebrates 45 years in the country. Sony has always been respected here, mainly because, unlike its competitors, it does not distinguish between what is sold here and abroad.
Em 1970, Sony began its research on a new media format, which would become the Compact disc, years later. However, what really dominated the world was still the fita: at the time, the cassette was already popular.
Em 1979in the midst of the financial crisis, the Sony launched the TPS-L2 – Walkman, for the intimates. As with the TR-63, the fact that people could listen to their favorite music on such a small device was once again revolutionary. Sony has seen its popularity soar again, soon after being rocked by several difficulties in the electronics market.
O Walkman was developed at the request of Akio Morita, the founder of the company. The executive's wish was to be able to listen to classical music while working or traveling, which was impossible with the massive players of that time. According to legend, Akio was against the name 'Walkman', but changing it would be too expensive for the costs of marketing.
As soon as it arrived at the shopkeepers, the Walkman didn't get much attention. Most of Akio's partners did not believe that the product would sell, but he Prometheus: 'If the Walkman doesn't sell at least 100 thousand units in the first two years, I resign as president'.
Em 1981, Akio won the bet and the Walkman, to everyone's surprise, went from 1,5 million units sold.
Entertainment for all tastes w3p38
The years 80 were from diversification to Sony. With the crisis of the previous decade and errors with the format Betamax, the Japanese woman understood that she couldn't bet all her chips on a single market, so she went out buying everything she saw.
At the beginning of this decade, who took over Morita's post was Norio ohga, one of the great credited for the growth of the company in the years 90. Ohga was responsible for purchasing the CBSRecords, which became the Sony Music, and Columbia Pictures, which kept its name under the Sony Pictures.
From this purchase, the Sony started investing in the camera sector. Japanese cameras were already well known because of Nikon and Canon, but Sony contributed more with their VCRs. The company invested heavily in the development of TV cameras and, since long before its current DSLRs, has specific equipment for the television sector.
The 80s were also the year of the PlayStation. In 1988, Sony, which had already produced the SNES sound chip, was chosen to develop a CD player for the console, the accessory would be attachable to the base of the system.
What prevented the project from going forward is that the Sony wanted a percentage of sales, which Nintendo did not accept. A few months later, the companies scrapped the project, and while Nintendo was looking for Philips to produce the blessed device, Sony had a practically ready, but of no use.
That's when ken kutaragi, project leader, decided to continue it. It was not easy to convince shareholders of the idea, but the PlayStation was launched in 1991 with great from the Electronics Arts and the greatest graphic capacity of the time. At the end of its life, in 2006, the console sold more than 100 million Of units.
90's, the beginning of the fall 5l5g1
A Sony was already a reference in quality and sophistication in anos 90, but that was about to change: in mid-1995, Norio Ohga left Sony, being replaced as CEO by Nobyuki Idei, considered responsible for the decline company in the following decades.
Nobuyuki is accused by his own officials of raise prices, abandon Sony's core markets (TV and Sound), reduce investments in research and development, cut jobs, reduce contracts with suppliers and worse: cause an environment of enmity inside the company.
To this day, there are those who say that Idei's actions drove away the best minds of the company, destroying the policy created by Morita years before.
Under Idei's command, the Sony has become an 'arrogant' company, losing the ability to look at the mistakes of the past and bet on the future. During its best time, the 90s, the Japanese company abandoned the inspiration to create, ignoring several competing products, such as the iPod, which was the death sentence for the Discman.
Idei ran Sony for 10 years, from 1995 to 2005. His replacement was Howard Stringer, the first foreigner to hold the position of CEO of a large Japanese company. During his istration, Sony managed to recover part of its sectors, mainly the Sony Pictures.
The company's current restructuring plan, led by Kazuo Hirai, ed through the hands of Stringer, who did not like a single company having so many different brands and names. Stringer saw this as bad for business as, in the end, the name 'Sony' was forgotten.
Cell phones and more damage 324f2w
the beginning of the years 2000 was marked by the transition between Idei and Stringer. Idei was a lover of telecommunications, and during this time he did everything he could to leverage computers on the Vaio. Interested in the telephony sector, Idei also collaborated with t-venture Sony Ericsson.
Sony Ericsson was a partnership between the Japanese Sony and the swedish Ericsson destined to produce high-end cell phones. The idea seemed to make perfect sense: it was the expertise of Sony in media and the know-how Ericsson in telecommunications. The partnership started in 2001 and ended up in 2012, when Sony bought Ericsson's share for $1 billion.
Although it wasn't a big threat to Nokia or Motorola, the former Sony Ericsson was the forerunner of several technologies, investing in cutting-edge components for its products.
The 2000s were also the era of PlayStation 2, the best-selling console on planet earth. Launched in 2002, the device had an excellent market reception, reaching 150 million of units sold around 2011. To this day, the PlayStation 2 holds most of the biggest console records.
O PlayStation 3, however, was not so happy: the device was unnecessarily expensive. Although it was much more powerful than the Xbox 360, the difficulty of developing games for the PS3 made all this superiority in hardware something imperceptible, with the console seeing its best sales in the end of your life.
Recovery 371t20
Kazuo Hirai has been CEO of Sony since 2012. In its hands, the company has the difficult mission of restructuring the most important sectors of the company, investing in new technologies and annihilating the deficit sectors. In only 5 years leadership, Hirai reduced spending on the Bravia TV line, sold the Vaio PC division and restructured the PlayStation brand.
In numbers, Sony came out of the US $ 14 billion in market value (2012) for US $ 40 billion currently.
While some parts of the company are still not as thriving as the CEO would like, he says the TV and smartphone market is 'too important' to be abandoned, and he intends to invest in these products as much as possible.
Em 2016, the smartphone line Xperia had its worst numbers since its inception in 2010, selling just 2.9 million units. In response to the problem, the company announced changes in marketing strategy and in certain regions, such as Brazil. O Xperia XZ , tested by showmetech and with great reviews, tries to reverse that number.
45 years of Brazil 2z3v4a
In October 2017, the Sony celebrate 45 years activities in Brazil and thanks the country's consumers for their reliability and loyalty to the company. in the words of Marcelo Goncalves, Sony's Marketing and Communications Manager in Brazil, the company has seen several economic, social and political difficulties in our country, so there's no reason to give up right now.
And in these last ones 71 years operating globally, the Sony was, perhaps more than any other company in the field, a forerunner of new technologies, especially those of sound and image, to deliver what is the best for those who consume their products.
The company participated in the development of quantum dot technology; the development of OLED s; participated in research with domestic robots, like the puppy AIBO and the humanoid robot QRIO, in addition to several other products.
