Here, Sony is raising an issue about entering TV’s new direction. This includes coping with the current marketplace dimension
In the article, Sony’s CEO, Howard Stringer was underlining the ability for his company to be able to ride through rough times and smooth times. He cited the fact that the TV industry was going through a rough time due to economic crisis with customers preferring to buy budget brands or smaller sets if they were in the market for a TV. As I have mentioned before in this site, TVs do have a long service life and are typically “pushed down” when a newer and better set is acquired.
But I would affirm that the video peripherals matter as much as TVs when it comes to developing a video platform. Here, one could replace a DVD player with a Blu-Ray player that supports an interactive-TV platform. Similarly, Sony has integrated their interactive-TV platform in to the PlayStation 3 games console through the use of firmware upgrades.
It would also include the idea of using “other screens” such as the computer, smartphone or tablet as complementary or competing display surfaces. Personally I would see the other screens being able to work in both roles such as personal viewing of video material during a long train ride or finding supporting information on the TV show you are watching on the big screen.
Sony are also in a position to use open standards to build out their video platform rather than reinvent the wheel which they previously have done. This is accomplished through their support for DLNA home media networks and their implementation of Android in their tablet and smartphone devices. Even the VAIO computers work on the Windows desktop operating systems; and they were trialling the Google TV platform in the TV and Blu-Ray player form factor.
But they have contributed to other efforts through the supply of subsystems to technology manufacturers on an OEM basis. Initial examples of this included the supply of colour Trinitron CRTs to Apple for their Macintosh colour monitors to the current supply of LCD screens to other TV manufacturers and even the camera subsystem in the iPhone 4S.
What do you really do if you are trying to establish an integrated video-services platform that uses the many screens that the customer has? Do you need to make it highly-integrated in the way Apple has done or build a platform that can be worked across other devices and designs offered by other manufacturers.
In some ways it depends on the kind of customer you are targeting. Some concepts like what Apple offers would appeal to those who are sold on brand alone whereas other concepts would appeal more to those customers who “know what they are after”.