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The following information is true and accurate at the time of publication.
January 14, 2004
A New Brand Identity for AIWA with "USB Audio" Products
Web Centric Global Marketing
Tokyo Japan - Sony Corporation
today announced "USB Audio", a core product lineup which
will newly define the AIWA brand. Sony will energetically
promote these products which will be progressively launched
on a global basis from February 2004.
In our personal life space such as private rooms, more and
more people are utilizing PCs not just for information gathering
or communication but also to enjoy music, video and game
entertainment. As the first wave of products enabling a
fuller entertainment lifestyle utilizing PCs, Sony will
launch the "USB Audio" product line-up under the
AIWA brand, targeted at music-loving PC users.
USB Audio is a new category of portable audio devices that
connect via the USB (Universal Serial Bus) port, installed
on most PCs as a default. This allows for easy connections
without troublesome and complex set-ups. A wide range of
audio products that fit the lifestyle of PC users will be
introduced including audio players using the USB storage
media "Pavit"; an ultra-thin and light card-sized
HDD player; and a high quality PC peripheral speaker that
fits in the back of a PC display. In USB audio products,
PC-user-friendly functions are adopted, for example the
high data transmission speed that allows one hour of music
data to be transferred in only 18 seconds by connecting
to a USB port (USB2.0).*
* In the case of transferring music data (MP3 format/128kbps)
from a PC to Pavit media in a USB 2.0 compliant device.
The core customer segment for "USB Audio" is the
"digital generation" who use the internet for
recreation, carry their music with them and who value their
personal time and tastes. To reach the digital generation
worldwide, a web-centric marketing campaign centered on
the renewed websites "www.aiwa.com"
(global portal) and "www.jp.aiwa.com"
(Japanese portal) will be implemented. They will incorporate
the following new communication tools for customers.
1. Introduction of intuitive design and messaging
In order to reach out to the digital generation worldwide
beyond language borders, AIWA will introduce unconventional
design and intuitive messages as its communication tools.
"aiwacon"(Fig. A) is an icon that embodies the
concept and enjoyment of the products that can be used with
the PC. And "sonics" (Fig. B) is the logo-character
presenting AIWA's "groove" on the website and
in the street with nine kinds of image and music varying
from rock, reggae, hip-hop to country and Hawaiian.
2. Enrichment of interactive content
The website will be updated with enriched music and creative
content to complement its existing highly interactive product
information website. There will be a number of collaborations
with up-and-coming musicians and creators on related projects.
Through premium content such as original video clips, tunes
and games, AIWA will attract viewers to the website and
build up a hip and sophisticated website community.
3.Enhancement and expansion of online sales
The website is also positioned as a sales channel to PC
users. In Japan, the flagship store 'AIWA SHOP' will open
on 'SonyStyle', Sony's e-commerce site, and will carry the
USB audio product line-up from January 14 (URL: http://www.jp.sonystyle.com).
We plan to enhance and expand online sales through broad
partnerships and will not limit our activities to websites
run by Sony.
AIWA will continuously introduce free-spirited and easy-to-use
products. Stay tuned!
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Fig.A: 'aiwacon'
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Fig.B: 'sonics'
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