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IFA 2012: Sony Accelerates Revitalization of Electronics Business by Enhancing User Experiences with New Product Offensive

Press Release   •   Aug 29, 2012 17:05 CEST

During the IFA press conference Sony Corporation unveiled a portfolio of advanced next-generation products which will help accelerate the revitalisation of the electronics business.

Kazuo Hirai, Sony Corporation’s new President and Chief Executive Officer, speaking at Sony Europe’s press conference at the IFA electronics show in Berlin, launched a range of compelling products – each emphasizing Sony’s stated strategic focus on Mobile, Digital Imaging and Gaming.

“This is an extraordinary company going through extraordinary times. It forces us to confront difficult realities and make hard business decisions. We must look at ourselves honestly and hold true to the values and purpose of Sony. I am determined to do this with a laser-like focus, speed and execution,” said Hirai, “The products I unveil today will show Sony’s long-standing ambition to deliver what customers value…a simpler, easier, more entertaining and user-friendly experience.”

The range of new products announced in Berlin includes three new Xperia smartphones – one featured in the forthcoming James Bond movie Skyfall - a new splash proof Tablet, a new hybrid slate/laptop VAIO PC, a new NEX camera with built in Wi-Fi enabling feature-adds post purchase and enhanced NFC enabled headphones and audio devices.

Sony also unveiled a stunning 84” BRAVIA4K TV, promising a totally immersive experience and building on Sony’s acknowledged professional expertise in 4K with acclaimed broadcast camera the CineAlta F65 and 4K cinema projection system.

Hirai vowed that each product would reflect the ‘One Sony’ ambition, the organisation’s drive to deliver technically-advanced products and compelling consumer experiences through greater synergies across all Sony’s businesses from electronics to games, movies and music.

“As “One Sony” we are joined together by a single vision, which I define with one particular Japanese word – Kando. It means to move people emotionally. Sony will bring a smile to the faces of a global audience” said Hirai.

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