The Borneo Post - Good English - - Short Story Section -

SONY is look­ing to re­claim some of its rep­u­ta­tion for ex­cel­lent de­sign and in­no­va­tion.

Last week, the com­pany re­vealed that it’s re­launch­ing Aibo, its iconic ro­botic puppy dog, for the US market.

With a US$2,900 (RM11,890) price tag, the puppy isn’t meant to be a must-have toy for ev­ery house. The true point of Aibo is to re­mind Amer­i­cans about Sony’s ca­pa­bil­i­ties, and set the stage for more to come from the com­pany in the fields of ar­ti­fi­cial in­tel­li­gence, ro­bot­ics and qual­ity con­sumer elec­tron­ics. It ex­pects to sell fewer than its vol­ume in Ja­pan, said Mike Fa­sulo, Sony pres­i­dent and chief op­er­at­ing of­fi­cer.

“It’s not a prod­uct I want to push and drive hard for rev­enue. It’s more (about) in­no­va­tion and how the best of Sony comes to­gether,” Fa­sulo said. “It re­ally is a true ex­pres­sion of the brand.”

Aibo is also an at­tempt to show that Sony’s learned from its past mis­takes, as it failed to place more im­por­tance on the mar­riage of soft­ware, ser­vices and hard­ware. Like many Asian

con­glom­er­ates, Sony kept its many di­vi­sions siloed off from each other. An­a­lysts of­ten note that while Sony owns both a ma­jor movie stu­dio and a ma­jor mu­sic la­bel, it failed to pull all of that to­gether to match Ap­ple’s iPod. It also com­pletely missed the mo­bile rev­o­lu­tion, ul­ti­mately ex­it­ing the US smart­phone market. The firm has also been crit­i­cised for mak­ing beau­ti­ful prod­ucts with

kludgy soft­ware, a sin in a con­sumer elec­tron­ics era that val­ues the mar­riage of both.

Un­der the lead­er­ship of Kazuo Hi­rai, who re­signed as chief ex­ec­u­tive in Fe­bru­ary, Sony clawed its way back to prof­itabil­ity.

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