SONY soul returns to 60 year old SONY told us what?

Early innovation achievements of SONY, but later because out of the market for innovation and innovation, they are. 60 years ago, SONY in the ruins of the myth of the Japanese companies to create a myth; after 60 years, the giant had to prove himself to the world. Today will usher in the 60 sixties the legendary Japanese enterprises, is still determined the inherent spirit of innovation. This time, however, they have instilled new meaning in the spirit of innovation, focusing on the customer's perception of the three combination of technology, product planning and marketing. Look at the 60 year old SONY, innovation, how to become the soul of the enterprise? How to support a long standing King spirit? The new spirit of innovation will give SONY what kind of new life? IT Time reporter through in-depth interviews with SONY headquarters in Japan for a week, carefully explore the answer to the question.

May 7, 2006, SONY's 60 birthday. Although the current LCD TV and digital imaging products strong momentum, SONY seems to be out of a difficult time. But the sixtieth old faces the situation is not optimistic, the British coach whip effect is not present, business integration prospects unknown......

SONY, really has the past it?

60 years ago, the founder of wells deep and Akio Morita set a "never imitate others" principle. The spirit of innovation has opened up a fight with SONY, SONY and SONY, to create a gilded signboard, win over the generations of consumers.

Now, when do not speak Japanese new chairman and CEO Howard Sbringe, and the new president Nakahachi Ryoji stood, a breakthrough that SONY itself is the spirit of innovation, it is a a new battle before.

Chapter one: an innovative way for engineers and international businessmen

In April 10, 2006, the headquarters of SONY SONY Museum, 62 year old Walkman (Walkman) the father of high Diao ("sound") Jing Xiong with this print journalist to watch the history of the development of SONY video, quietly wiping tears.

Taka Shizuo have mixed feelings originated from he witnessed the modern myth created by SONY: after World War II from the ruins of the Tokyo started, now an annual turnover of $about 60000000000, behind the myth is nearly 60 years of groundless talk.

Engineer + international businessman

In May 7, 1946, in the wilderness of Tokyo, more than and 20 people in the white cabin department store a 33 square meters of the room, listening to the 39 year old ibuka read a he spent three or four days to prepare for the "business plan": "the establishment of a free open-minded, relaxed and happy to factory technical personnel shall with the faith of most incisive play their best skills......"

Strive to build a "paradise for engineers," Tokyo communications industry Co., Ltd. (formerly known as SONY) since its establishment. The deep well is a person who regards technology as the life, full of the impulse and innocence of engineers. In the school of science and engineering at Waseda University, he was known as a gifted inventor.

Well deep luck lies in finding a partner 13 years younger than his own Akio Morita. Tian Sheng is a rich rich traditional Japanese wine family's fifteenth generation descendant, exudes aristocratic. At the age of 10, he began to sit on his own company's dull board meeting, although he graduated from Imperial University's Department of physics, but has a keen business sense of smell.

Talented engineers and international businessmen with, since then laid the soul of SONY, which is the first scientific and technological innovation, marketing strategy.

And then Oga Norio is the two styles together.

When he was in Tokyo learning vocal Department of University of the Arts, was SUNTEM fancy, 6 years after the final to give up his music and the choice of SONY. The love of technology, high school who wanted to be a mechanical engineer, to find the product should be improved in technology for the pursuit of place. At the same time, he is a first-class marketing, from the beginning of 1959 to enter the SONY, he made us familiar with SONY product image: black, silver, exquisite fashion, high-tech sense.

The scientific and technological innovation spirit of "marmot"

Do something that other people have not done (well deep language), we want to create a market, rather than go to the existing market (Language), SONY's two founders of the words is the secret of SONY's success.

In the early days of the company, the scale is small, the funds are few, can only engage in the research and production of electric cooker with low technology content, even the electric blanket. Even so, they are adamant that the development of technology as the focus, never imitate other companies' technology and products, and in the future has been faithfully follow the principle.

Because of this, at the beginning of 1960s, SONY called "groundhog like enterprise" refers to small enterprises as SONY continue to launch a lot before the market has never seen, actually nobody made things. When SONY produces a new product, its peers will wait to see if it will succeed. If successful, they will launch a large number of the same products on the market, share the fruits of victory. SONY, which has always been in the first place for many years, is like a woodchuck. For example, in terms of transistors, SONY was leading, but then Toshiba invested heavily in the establishment of the factory, the production of a sudden over SONY. And those who are strong, has decades of history, compared to large enterprises, the foundation is still shallow SONY naturally weak.

At first the depth of the "groundhog" this call is very angry, but more