"odo" is a design concept model group of devices, powered by kinetic energy, which Sony proposed and developed. The devices provide children with new experiences, a sense of social consciousness, ecological values and inspiration. In return, children offer their creativity, curiosity and energy to "odo," which enhances its value even more. They are an invitation to enjoy a new level of interaction with devices, by having fun moving parts, turning cranks and using the body to generate energy while playing. At the Eco-Products 2008 exhibition, held in December 2008, the Sony booth featured new "odo" devices and a workshop where children could try these new devices out. Children visiting the Sony booth could experience the fun of taking photographs using the Twirl 'N Take digital still camera and viewing them using a memory card and the Push Power Play photo viewer, all powered by their very own energy.

  Adhering to the concept of "user-centered design," Sony conducts product development from the perspective of the user. To verify the user-friendliness of prototypes at each stage of the development process, Sony conducts usability assessments, inviting actual customers to test-user products, ascertaining their views and ensuring results are reflected in the final product. Through such diverse initiatives, Sony aims at providing people with user-friendly products and services.