The "Rolly" audio player offers a new way to enjoy music through a combination of sound and movement. With no hints of the highly elaborate mechanism and cutting-edge technology it contains, a simple, delicate egg shape design makes "Rolly" a user-friendly product operated in a natural and intuitive way. It features light that appears to be emanating from the center of the egg, adding expression to the movement of the device.

"Feature Design" : The designer talks about the "Rolly"

PRS-505 is a digital portable reading system mounting a 6-inch display.While compact and lightweight, the built-in memory lets the user carry around 160 volumes worth of eBook data.The seamless, monocoque body structure shaped with extruded aluminum material achieves a solid ultra-thin body that is just 7.8 mm thick. A specially provided cover has hooks at the inside of its spindle enabling to case the unit in a smart manner like a looseleaf binder.

"Feature Design" : The designer talks about the PRS-505

XEL-1 is the world's first OLED TV. The 3mm thick screen has a quality that easily surpasses liquid crystal or plasma. The design enhances the television's thin and light qualities, which in turn amplifies the customer's surprised reaction to the product. The supporting arm is configured to hold the screen from the right side only, suggesting that the 3mm panel is floating. A glossy black color was chosen for the main body to enhance the "jet-black expressiveness" of the Organic Panel. A mirror chrome was selected for the support portion to diminish its presence by reflecting its surroundings.

"Feature Design" : The designer talks about the XEL-1.

The DAV-IS10 is an original, new type of home theater system that brings out Sony's audio know-how. It uses golf ball-sized ultra-compact satellite speakers achieved through innovative speaker technology to obtain a relaxing surround-sound environment without the overbearing sense of speakers being present. The user can enjoy 5.1ch surround sound in a layout that is freer than ever.

The HDR-CX7 is an ultra-compact video camera that enables Hi Definition recording on a Memory Stick. A straight layout from the lens to the grip, with the display panel affixed to the side, gives the product a simple and powerful form. The grip is tilted by about 10 degrees to reduce the load on the wrists, to enable relaxed shooting over long periods of time.

The HDR-SR7/SR8 is a Hi Definition digital video camera with a built-in hard disk. Smooth, flowing lines are achieved along the entire body, from the lens in the front all the way to the electric viewfinder in the back. The viewfinder, which doubles as a grip, is slanted to reduce the load on the wrists and thereby allow more comfortable shooting over a long period of time. The steadfast finger grips also improve the ease of using the camera while holding it.

The DSC-T2 is a digital still camera featuring a new concept emphasizing the "shoot" and "view" features, with rich photo album functionality built in. The hardware design clearly expresses this concept, creating a powerful identity. The simple structure, fully flat on both sides and framed in metal, enhances the camera's uniqueness, and the two faces it creates are tangible expressions of the camera's two main functions: shoot and view. By making all other smaller elements flat, the design not only brings out a distinctive look and visual beauty but also realizes a comfortable feel when held in the hand. The colors, which make a strong contrast with the metal frame, also contribute to highlighting the frame design, while the surfaces graphically create a sense of identity as a series.

The DSC-T200 is a digital still camera equipped with a 3.5-inch, 16:9 format, wide, touch-panel liquid crystal display. All the buttons have been eliminated from the back of the camera, and instead a full-size, touch-panel LCD is placed like a photo frame, enabling users to enjoy photos on a large screen. The grip helps to enhance holdability despite the large screen, while giving an accent to the vertical design. Also considered is the quality of the body texture, with the entire aluminum front panel in a hairline finish.

While carrying forward the cinnabar ring around the mount emblematic of the Alpha brand image and identity, the integrated shape of the cut from the mount to the pentaprism projects a powerful image. This will be the key for the unity of the DSLR lineup series in the future. The design is derived from a quest for optimum shape for ease of use - camera operability has been tested from every conceivable camera shooting range, seeking optimum switch shape and layout, while the grip angle, depth, and hardness are examined to allow natural operation in any environment. The total weight balance for a stable hold has also been considered.

The MDR-EX55SL is a set of inner-ear headphones. Utilizing flexible elastomer material, the earphones boast a unified look from the earpiece down to the cord attachment. The cord attachment part is made from a particularly hard material with a metallic finish to add an accent, while also enabling the user to insert the earpiece easily.

The recorder was designed as an easy to use "tool" that provides a sensation of fine sound recording. While incorporating the latest digital technologies, the D50 is designed in line with the analog experience. The angle-adjustable microphones offer a choice between two differing sound-collection ranges. For solo performances or sessions of two/three people, the X-Y configuration position can be selected to record sound sources closer to the mike, producing a straight stereo sound with a sense of space and depth. The recorder can be operated solely with the thumb without having to view your actions.

NW-A910 is a Walkman that mounts a one-seg TV broadcast viewing and recording function besides the music playback function. We aimed for a value well suited for this flagship Walkman, achieving a unified beauty and pleasant texture. The body is molded with the deep draw method to create a pouch-like shape out of a single sheet of aluminum.

The VAIO Type T is a mobile notebook personal computer with a tough body that is only 22.5 mm thin. Following in the footsteps of the VAIO Note 505, a model that departed from conventional thinking and proposed "delight in the hand" to create a new market, this model pursues texture, design, and a detailed functional beauty to be admired in the hand, as well as functionality and performance. Design features such as the battery cylinder and the lustrous frame around the keyboard serve not only aesthetic aims, but also functional purposes.

The TP1 is a computer designed for connectivity to the home television with a single HDMI cable to provide a new mode of enjoyment in the living room. To ensure that the unit blends aesthetically with the environment around the living room television set, the keys and lighting elements are skillfully embedded around the edges to completely eliminate any protrusion. Consideration was also given to the connection cable housing, resulting in a beautifully clean look all 360 degrees around. Envisioning a wide range of users, the TP1 introduces shapes and colors that evoke a fun, fresh image, breaking through the usual "unapproachable" image of a PC. It also pursues a look that fits right into a living room with a flat-screen TV, as well as a new operational feel that exploits the television as an operational display.

VAIO NR is a notebook PC with a sense of quality and ease of use. Based on simple, rounded form, the design focused on the theme of expressing beauty plus value. Care was taken to introduce a pleasant texture for the body; its finely dimpled texture gives a feel like a quality fabric that is pleasant to the touch and gives a sense of comfort with every use. Three color variations are offered, matched with materials bearing the names of Grant, Silk, and Wenge.

The VAIO Type LT/LM/LJ is an all-in-one desktop PC that crosses all the boundaries between product categories such as PC, TV, and DVD. The design was planned from the perspective that everything shown on the screen is a work of art, while also addressing the need to save space while realizing the large screen. As a personal computer, as a TV, or as a DVD/CD player, the simple, slim styling to create the appearance of a single panel represents a highly versatile, classy design that can fit any use, any location, and any user.

The NV-U2 is a portable navigation system. Various features are incorporated to make it easier to achieve a stylish install in users' favorite locations. The display is edged by a metallic frame to ensure both toughness and subtlety, while emphasizing thinness. The flip antenna is located in the middle of the back of the body, concealing the antenna so that it will not obstruct the field of view. The GPS antenna has been integrated with the compact cradle for a cleaner look from the rear and an easier installation.