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CES 2017: Sony’s Hirai Highlights ‘Objects Of Desire’ Plan

Kazuo Hirai, president and CEO of Sony, maintained at CES 2017 that his company’s plan to make its products “objects of desire” not only pleases consumers but is creating sustainable growth  for the venerable brand.

Hirai, in introducing Sony’s 2017 lineup, reiterated the message that “when you experience one of our products, interact with one of them, we want to generate an emotional response. We call it ‘can do.’” Hirai said that response “does not occur in some abstract space in a cloud. We want to make our products an ‘object of desire.’”    

He noted, “Some telecommunications companies have described the sweet spot of customer delivery is in the last mile. My take on that is [Sony wants] to connect with you in the last one inch … which is up close and very personal.”

And Hirai acknowledged some of the problems in the recent past. “There was some talk in recent years about Sony’s role in a rapidly changing the marketplace. Some asked, ‘Can Sony actually remain relevant?’” But Hirai also proudly noted that now, “We are on a path of sustainable growth … providing innovations … resulting in positive outcomes for us and for [consumers] as well.”

Hirai asked Mike Fasulo president/COO of Sony North America to take a bow and for the press to “recognize him for the incredible efforts in this pursuit.”

Fasulo has been a champion of regional CE retailers, independents and custom installers who have the ability and the know-how of selling more upscale and fully featured products and demonstrating technology, and not relying on just selling on price.

Hirai noted the popularity of the PlayStation VR product that was introduced last fall. He also highlighted CES introductions including Sony’s new 4K OLED TVs, 4K additions to its Bravia line featuring Dolby Vision, an Android TV OS and a new 4K Blu-ray player.