SONY(Believe that anything you can imagine,you can make real)

The Sony group was founded in 1946 by Akio Morita and Masaru Ibuka.The

SONY Group is primarily focused on the Electronics (such as AV/IT products &

components), Game (such as PlayStation), Entertainment (such as motion pictures

and music), and Financial Services (such as insurance and banking) sectors. Not

only do SONY represent a wide range of businesses, but SONY remain globally

unique. Its aim is to fully leverage this uniqueness in aggressively carrying out

their convergence strategy so that it can continue to emotionally touch and excite

its customers.

Life at sony

Believing its employees to be one of the most important aspects of its corporate

foundation, Sony acknowledges that its ongoing ability to offer dream-inspiring

products, services and lifestyles around the world depends on its ability to secure

talented employees with a wide range of values and personalities -- irrespective of

nationality, culture, race, gender and the presence or absence of physical

limitations -- and to create employment environments that enable these individuals

to fulfill their potential. Sony encourages personal growth through on-the-job

learning, as well as access to a variety of programs tailored to different regional

needs, including education for next-generation business leaders, management skill

improvement training, and training aimed at enhancing the abilities and skills of

individual employees.

Flexible Working Styles

Sony not only follows the laws and customs of the countries and regions in which

it operates, but also offers versatile working styles designed to help its employees

achieve an effective work-life balance. 

In Japan, Sony Corporation has introduced the "flex-time system" and the

discretionary work system, enabling it to offer employees a variety of flexible

options. Sony employees have used a high percentage of their allotment of annual

paid holidays, which in fiscal year 2009 averaged 18 days.

Child Care and Nursing Care

Sony offers a special accumulated leave system aimed at employees undertaking

child care or nursing care and a child care paid leave system that can be used in

combination with child care leave and provides up to 20 days' leave for employees

who have given birth. A significant number of employees take advantage of these

leave systems. In addition, Sony offers an "At-Home Work System" and the "use

of annual paid holiday on an hourly basis" for child care or nursing care.

Cultural Challenges faced by Sony

o Sony has developed a website which is available in the different languages which has been further categorized on the basis of Regions the countries belong to. For example it is dived Continent wise.

o Then country wise also they have made the websites.

o They also use different languages to script their sites. Infact they have used National language of every country.

o They have also made microsites. Eg : www.sony.jp , www.sony.cn etc.

o Its all done to provide more ease and convenience for the customers.

o They also give assistance to particularly translate a particular site.

o Thus to sum up Sony is facing problem by diversification as they have to study different cultures , languages and even they have to make separate websites for different countries.

o All the products of Sony are available online and company is capable to cater a mass market through its online marketing.

o Workforce Diversity is one of the challenges faced by the company. Even Marketing and catering the product to different markets and after sales service are the challenges the company needs to work upon.

Products launched by sony

HD camera

The SNC-CH240 Full HD Fixed camera was launched at Sony's Power of Images

(POI) event in Germany, completing its HD range. IFSEC heralded the European

launch of two new HD cameras. . Focused on image quality, the SNC-DH180

boasts a built-in infrared (IR) illuminator to deliver excellent images even in

absolute darkness, while the SNC-DH240 is equipped with various different image

enhancers including View-DR.

Laptop with new Transfer Jet

Sony will launch the first laptop containing the new Transfer Jet short-range

wireless system on Saturday. Sony hopes Transfer Jet will replace cables for

shifting data between gadgets, but the technology's success will depend on its use

in products from the big-name consumer electronics companies that have pledged

to support it

Sony to launch new e-reader in Japan

Sony has partnered with three local companies including mobile phone carrier KDDI Corp, Toppan Printing Co. and Asahi Shimbun, a major newspaper in Japan, to establish an e-book distribution company.

Sony Unveils Its Answer to Apple's iTunes

.

Completely new lineup of BRAVIA™ LCD televisions with LED backlight

technology and our new Monolithic Design is a clear example of how Sony

will continue to own the living room by creating products that deliver on

Sony’s promise of exceptional TV quality and performance-a promise that

continues with the upcoming launch of 3D televisions.

VAIO PCs continue to impress with their strong combination of innovation,

entertainment and elegant design. One particularly exciting model in the

lineup is the Z series. Weighing in at just three pounds and featuring cutting-

edge graphics, it is a wonderful example of our ultra-mobile engineering

expertise.

Sony Ericsson introduced the Xperia™ X10-a feature-rich Smartphone built

on a new open platform-and is currently rolling it out globally. In addition to

rich graphics and a large touchscreen display, the Xperia™ X10 also

features applications to intelligently manage both communications and

media from multiple sources.

Cinemas around the world are starting to deploy digital projectors, which

allow content to be projected at substantially higher image quality than

existing projectors. The 4K digital cinema projector system already

commercialized by Sony is designed for easy conversion to 3D projection,

and the two largest theater chains in the United States have signed on to

deploy our systems across their circuits of more than 11,000 screens,

representing an important step for this growth business.

Sony/ATV Music Publishing, for the first time in the Company’s history,

was named ASCAP Pop Publisher of the Year-the industry’s highest honor.

Sony/ATV continues to be tremendously innovative in licensing the songs in

its catalog, and with the year’s biggest international country and pop

sensations-Taylor Swift and Lady Gaga-signed to Sony/ATV, there is a lot

to be excited about.

Televisions

The Company is targeting profitability in LCD TVs in fiscal year 2010. In

addition, this autumn we will launch the Sony Internet TV. Developed in

collaboration with Google, Sony Internet TV is an exciting new generation of

television that not only offers new forms of enjoyment through unprecedented

Internet integration, but is also able to “evolve” through the download of

applications. We are also developing the next generation of TV display, and over

the medium term are targeting a 20% market share.

Game

The PlayStation®3 platform has been gaining momentum since the launch of the

slimmer, lighter and attractively priced PS3™ last year. PlayStation®Move

features a new motion controller that, when combined with the PlayStation®Eye

camera, can very precisely track users’ movements to add a new dimension to

PS3™ games. Additionally, as a core aspect of Sony’s Groupwide launch of 3D

products, we have commenced the era of 3D gaming by enabling all existing

PS3™s to be upgraded to 3D-compatibility with a free firmware download, and

will release our own 3D game titles and continue to actively support the

development of 3D games by third-party software developers.