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High Tech News

At 60, Sony Focuses on Rebuilding Brand

Saturday, July 29, 2006 4:14:40 PM
By YURI KAGEYAMA

A Sony staff member and guide strolls in front of the firm's liquid-crystal display "Bravia" on display at Sony showroom in Tokyo Thursday, June 29, 2006. Sony is turning 60 this year, and some are wondering if it is over the hill. The company that gave the world the Walkman and once epitomized technological innovation is losing money, shuttering factories and desperately in need of more hit products. (AP Photo/Junji Kurokawa)TOKYO (AP) - Three years ago, Sony Corp. launched the Qualia line of luxury gadgets that included a tiny $3,300 digital camera and a $13,000 audio console that automatically centered a compact disc regardless of how carelessly it was tossed into the player.

Problem was, Sony engineers seemed more enamored with the extravagantly priced technology than consumers were, and the products meant to highlight Sony's fine-tuned prowess received little interest beyond the initial gee-whiz.

The gadgets were a sign of a growing gap between Sony creations and consumer sensibilities at the company that brought the world the Walkman portable music player. The company, which turned 60 this year, appeared to be losing touch with its customers.


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