Sony launches its global VAIO Vision 2004 Strategy in the region

This strategy will see the brand reshape the very concept of the PC and evolve the VAIO branded products into more enhanced consumer devices.

Announcing the VAIO Vision 2004 initiative, Head of the Global VAIO Department, Sony Corporation, Japan, Mr. Kunimasa Suzuki said that under this new direction that the brand was taking, the company will introduce products under the VAIO brand that will be designed to easily take advantage of the substantial VAIO PC legacy.

Speaking at the press conference Mr. Suzuki said, "These new entertainment-driven devices offer a glimpse of Sony's vision of enabling users to enjoy a personal network of high-quality audio and imaging. We believe that through this initiative, not only will Sony be able to consolidate its leadership position in the premium PC segment, but will eventually establish a whole new market by expanding the VAIO brand beyond computing and introducing a new line-up of products that offer consumers a high level of audio and visual experience anywhere, anytime".

VAIO, which stands for Video Audio Integrated Operation, was designed as an entertainment PC, through which users could enjoy a wide array of entertainment content, such as music and movies.

Envisioning the era of a whole new range of network connected devices, Mr. Suzuki said: "Over the past seven years the VAIO brand has evolved substantially by inspiring users to use the PC in a manner that they had not yet dreamed of. VAIO has now entered a new phase of dynamic transformation and will focus on three key product strategies: High quality sound and image, mobility and long battery life and intelligent user interface".

"Our deep commitments to R&D have ensured the new VAIO line up will consist of products that are not only equipped with high capacity, compatibility, connectivity and intelligence of PC products, but also provide high quality playback and ease of use of AV devices," he added.

Some of the new VAIO innovations have already been announced in Japan and plans for their launch in the overseas markets are still under speculation.

VAIO U - the world's smallest and lightest Windows XP PC. Excluding the keyboard, VAIO U weighs just about 550g and features a Touch Panel LCD, which allows users to handwrite using the stylus, and can be complemented with the supplied foldable keyboard for easier and faster typing.

The VAIO pocket marks a key point in the evolution of the VAIO concept by combining top-end audio player with Digital Photo album. In order to let users enjoy music more easily, the portable music player VAIO pocket is capable to store around 13000 music titles and to continuously playback for 20 hours.

Talking about the products Mr. Suzuki said "The hybrid technology LCD that this device features will enable users to store and view their photographs, creating a compendium of experiences and moods to be enjoyed and shared whenever and wherever they want".

To ensure user-friendly consumer products, Sony has developed new user-interface application software to provide an intuitive, comfortable and seamless brand experience. This interface - "Do VAIO", which has been introduced in Japan, will be the core functionality of all VAIO devices in the future by offering an integration of various AV entertainment experiences such as creating DVD's, enjoying music or DVD playback, and viewing digital images.

Mr. Masaru Tamagawa, Managing Director, Sony Gulf said that the Middle East was a fast evolving market with a growing community of users that enjoy multimedia content on the PC. Speaking at the press conference he said, "VAIO is about to enter its next era - an era in which VAIO will evolve beyond the PC into a new class of products. These products will focus on the high quality AV-IT experience and sleek design and innovation".

"By incorporating the current IT technology with Sony's advanced AV technology, the new VAIO-branded products will expand the way consumers enjoy, create and share personal entertainment content, thus in-turn enriching their lifestyle" he added.

New VAIO Corporate Identity Unveiled
The VAIO experience will be felt by the user not only through an array of varied products but also through the new, refreshed value and branding of VAIO. The defining colour for the new VAIO branding is a striking black and will cover all aspects of VAIO branding from the website, packaging, communications and advertising collateral to underline the brand's maturity and salience.

Further the new tag-line that will define VAIO in the region - no more bounds - is also meant to convey this new direction that the VAIO brand is taking, blurring the boundaries between traditional AV and IT products and introducing a new class of smart, compatible, easy-to-use devices will pave the way for true digital convergence.

In addition, key design and functional enhancements will set the VAIO aside from the conventional notion of a PC and allow the user to achieve the experience they want: Screen comfort, quality picture and sound; wide connectivity options, compact, lightweight build and increased stamina to provide an ultra mobile solution that can be enjoyed anywhere; an intelligent interface to provide intuitive operation and a unique fusion of form and functionality.