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

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

BERLIN, August 29, 2012/PRNewswire-FirstCall/ --

Sony Corporation's President and Chief Executive Officer Kazuo Hirai unveils


an array of Xperia smartphones, a new Xperia-branded Tablet, VAIO PC,



Wi-Fi camera, NFC-enabled audio devices, new applications,new musical


partnership, a Book of Spells and a showstopping 84-inch BRAVIA 4K TV at IFA 2012



Sony Corporation ("Sony") today 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-inch BRAVIA 4K TV
[http://presscentre.sony.eu/Content/Detail.aspx?ReleaseID=7878&NewsAreaID=2&ClientID=1 ],
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.



MOBILE



Mobile devices are the gateway to Sony's user experience. Adding to its acclaimed
Xperia(TM) smartphone
[http://www.sonymobile.com/global-en/xperia/?utm_source=sactive&utm_medium=pressrelease&utm_campaign=xperia ]
portfolio, known for providing premium entertainment experiences, Sony
Tablets [http://www.sony.co.uk/hub/sony-tablet ] will be brought to market under the
Xperia brand as of September 2012, expanding these great mobile experiences to the tablet
arena.



The latest Sony mobile devices including Xperia smartphones, Tablets and VAIO PCs will
boast Sony's media applications, with the new interface designed to enhance the user
experience in high picture and sound quality. It will enable users to enjoy and share
music, photos, and movies in a simple and intuitive way. These features will be available
across new Xperia smartphones, Xperia Tablet and selected VAIO PCs.



Furthermore, the new Xperia smartphones and VAIO PCs promise to bring consumers the
ultimate cross-device connectivity. Through Sony's One-touch function, which incorporates
NFC (Near Field Communication) technology, users can easily and instantly enjoy their
music and photos across an array of NFC enabled Sony devices by simply touching one device
to the other without the need for Bluetooth or Wi-Fi set-up.



Introducing the new products, Hirai added: "Individual Sony products will entice and
inspire people. But, what's also important is that by connecting and combining hardware,
network services and applications, we will provide a truly remarkable and compelling
experience."



DIGITAL IMAGING



Sony's mobile products are pioneering new ways to capture great digital pictures,
whilst delivering an enhanced user experience through further, deeper convergence of
hardware, content and services. The new NEX-5R
[http://presscentre.sony.eu/Content/Detail.aspx?ReleaseID=7859&NewsAreaID=2&ClientID=1 ]
model is the latest Digital Imaging product to deliver enhanced usability.



The NEX-5R compact system camera - with built in Wi-Fi - allows users to check the
image, adjust camera exposure and control the shutter wirelessly from their smartphone.
This makes it ideal for taking posed family pictures via the timer, where the image can be
checked on the smartphone before the pose is broken. It also boasts "Fast Hybrid AF"
giving DSLR-like focussing responses when capturing fast-moving action.



The NEX-5R is the first camera compatible with PlayMemories Camera Apps
[http://presscentre.sony.eu/Content/Detail.aspx?ReleaseID=7871&NewsAreaID=2&ClientID=1 ],
a service for downloading new apps such as "Time-Lapse" and "Cinematic Photo" directly to
the Wi-Fi enabled camera.



Sony is also introducing the new 'wearable' video camera, the HDR-AS15
[http://presscentre.sony.eu/Content/Detail.aspx?ReleaseID=7925&NewsAreaID=2&ClientID=1 ]
with 'Exmor R' CMOS Image Sensor and SteadyShot image, great for skydiving or mountain
biking.



GAMING



This Autumn, Sony Computer Entertainment is due to launch Wonderbook, creating a
multi-dimensional world using PlayStation Eye and augmented reality technology. It's an
experience like nothing else. The first Wonderbook title will be Wonderbook: Book of
Spells, created in collaboration with J.K Rowling.



To read the full press release and for further details about the Sony products
announced at IFA 2012, please visit:



http://presscentre.sony.eu/Content/Detail.aspx?ReleaseID=7883&NewsAreaID=2&ClientID=1



About Sony



Offering an integrated entertainment experience through its electronics, mobile,
music, pictures, game and the Sony Entertainment Network, Sony is uniquely positioned to
be one of the world's leading consumer brands. Sony is renowned for its audio-visual
products in both the consumer and professional markets, such as the BRAVIA(TM) LCD
high-definition (HD) television [http://www.sony.co.uk/hub/lcd-television ],
Cyber-shot(TM) digital camera [http://www.sony.co.uk/hub/cyber-shot-digital-cameras ],
Handycam(R) camcorder [http://www.sony.co.uk/hub/handycam-camcorders ], "alpha"
(pronounced Alpha) digital SLR camera [http://www.sony.co.uk/hub/dslr ], Xperia(TM) Tablet
[http://www.sony.co.uk/hub/sony-tablet ] and Walkman(R) MP3 player
[http://www.sony.co.uk/hub/walkman-mp3-players ] as well as its VAIO(TM) personal computers
[http://www.sony.co.uk/hub/vaio-laptops ] and 3D HD professional broadcast equipment.
[http://www.sony.co.uk/biz/content/name/dw-3d-liveproduction-0410 ]



For more information on Sony Europe, please visit http://www.sony-europe.com. For
more information on Sony Corporation please visit http://www.sony.net



"Sony", "WALKMAN", "VAIO", "Cyber-shot", "Handycam", "alpha", "BRAVIA" and "Xperia"
are registered trademarks or trademarks of Sony Corporation. All other trademarks or
registered trademarks are the property of their respective owners.





Source: Sony Europe Ltd

For more information, please contact: Sally Osman, Director, Corporate Communications, Sony Europe, E-mail: sally.osman@eu.sony.com, Mobile: +44(0)780-3078945 ; Claire Jones, Corporate PR Manager, Sony Europe, E-mail: claire.jones@eu.sony.com , Mobile: +44-782-446-5345




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