[Global Technology Reporter Wang Huan] "Nihon Keizai Shimbun" reported on May 26th that Sony began to promote brand revival. The glorious history of the world’s best-selling products such as Walkman, a portable music player, has become SONY's distant past. Long-term, sluggish performance has eclipsed the “SONY†brand. However, Sony CEO Hirai Hirai stated that "Sony is a company that attaches great importance to ties with consumers." In the case of Hirai, the current recovery of the company's performance has already been seen. Brand rejuvenation has become an important remaining issue, and Sony has begun to take new measures.
At the end of March, the largest anime show in Japan, Anime Japan, was held in the Tokyo Metropolitan Government. About 150,000 people attended the event and set a new record high. The hot topic of the conference was the popular animation "The Underdog of the Magic High School" exhibition area. Here, Sony, which had established the "ESPER Institute" for research on superpowers, used the latest digital technology to allow anime fans to experience a magician's experience.
For example, in the "Measure Magic" project, the player holds a simulated pistol. Once the action is made to point the gun at the wall, the enemy will move accordingly. The player can use the trigger to use magic to capture the opponent. Only the player with the magician's potential can hear the message from heaven. The 32-year-old company employee Shiko Nakako, who has experienced this project, said excitedly, “It's really like magic and I feel like I'm in the real world. I didn’t realize that it was Sony (realized by technology)â€.
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In fact, the "magic pistols" used by players are using the latest ultra-short-distance projectors for video display devices. This "black technology" can display realistic 3D images at close-up walls, etc., and can also manually move images like a touch screen. Sony will also launch a device that works in conjunction with smartphones to project images onto the wall and manipulate images by hand. For example, if a piano keyboard is projected on the wall, the user can make a corresponding sound simply by touching the key with his hand.
Mori Sen, a director of Sony's Brand Strategy Department, stated that “wishing everyone to experience Sony’s technology proves that we are a company with unique and challenging talentsâ€. Mori Fanshu entered the brand strategy department in 2014, and this department hoped for Hirai to realize the recovery of the Sony brand. Mori Fanshu said that "young people said that 'Sony was a very powerful company before,' and we have now responded."
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