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With the recent report that Sony sold all of its S-LCD interests to Samsung in return for $939 million another flare has been shot, warning that the former king of electronics remains on a downward spiral that has no end in sight. A lack of innovation and misguided decisions (not to mention a few natural disasters) have eroded at the foundation of the company while competitors like Samsung and LG have overtaken the electronics giant in markets such as televisions and mobile phones. It wasn’t that long ago that Sony products were considered the creme de la creme of consumer electronics, the pinnacle for technophiles the world over. What factors have caused this the company’s slide into mediocrity? To answer that question, we need to take a look at Sony during its most successful period, the explosion of the ’80s and early ’90s.
It’s difficult to explain to people born after 1990 what kind of cultural impact Sony had during this time. Simply put, Sony was the Apple of its day, a company that released products that were the result of innovation being merged with everyday media consumption habits. When Sony unveiled the now-legendary Walkman in 1979, it fomented a revolution in the way people interacted with music. Buyers flocked in droves to retailers to get their hands on the device that would allow them to bring their music, in the form of analog cassette tapes, wherever they wanted. It was the must-have device of the decade, cementing the Sony brand in the mind of consumers as the name in electronics. Even when rival companies began churning out lower cost knockoffs, consumer demand for the Walkman remained high because consumers trusted the name. No matter the price, people would buy a device if it had the Sony name printed on it. Sony, not Apple, invented the extreme consumer dedication Cupertino now enjoys.
Following up on the Walkman craze of the ’80s, Sony once again changed the entire face of audio recording when it teamed up with Phillips to perfect the compact disc media format. CDs opened up a vast array of possibilities with the ability to give users a “master” copy of audio files as well as the convenience of being able to quickly select different tracks. The quality and amount of music that can be stored on a compact disc vastly outstripped the cassette tape, and once again thrust Sony into the forefront of media consumption innovation.
Unfortunately, the CD can be seen as the peak of Sony’s influence on the market. While it continued to develop new formats, such as the MiniDisc, none enjoyed the mass adoption that its previous efforts had enjoyed. (Sure, MiniDV and Blu-ray have done well, but only because of a lack of affordable alternative storage mediums. Flash media and streaming online content delivery are making these obsolete.) Sony became a nebulous company that fell prey to both its own avarice and the ability of its competitors to correctly gauge where consumers were going to look next for the next generation of media technology. Namely, the MP3.
If I had to point to a specific day in history that marked the decline of Sony as the worldwide leader in technology, it would be October 23, 2001. This was the date that Steve Jobs took the stage in his mock-turtlenecked glory and announced the next revolution in music, the iPod. In one fell swoop, Apple beat Sony to one of the most important technological advances this century. By giving consumers a device with instant purchasing power and the ability to listen to high quality audio files on the go, Cupertino completely changed the playing field for music consumption, a feat that Sony was no longer capable of.
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