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Innovation and challenge
behind the product development

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"Innovation and challenge". These two principles have remained unchanged since Sony's foundation. Constant challenge. We want to awe our customers with products that do not yet exist anywhere in the world. All of Sony's products are infused with this spirit. We talked about this with Sony's developers and other professionals who use Sony's products in their work.

The challenge to improve image quality: product development underpinned by technology Hiroaki Ooki, Sony Corporation Imaging System Engineer
Ken Nakajima, Sony Corporation Product Designer
Seiichi Hishikawa, filmmaker/photographer

Hiroaki Ooki, Sony Corporation Imaging System Engineer

"We want Sony's cameras to be the best in the world. From this perspective, the technology available at any given time is, obviously, never good enough. Every time we must face and clear new hurdles."

"Imagine (souzo) and create (souzo). In Japanese these two words are homonyms. First the visionary imagines it, then the maker has to build it."

Ken Nakajima, Sony Corporation Product Designer

"Whatever we put on the market at a given time is the result of discussions which took place two and a half or three years before. This means we have to thoroughly predict in advance how the world is going to change in about this amount of time.
As long as you create something which does not yet exist,
you'll always be able to awe and delight customers. "

"It is exciting to see images that are an expression of your own creativity.
This is definitely true for those who use cameras, but I think it's also true for those who have developed them. "

Seiichi Hishikawa, filmmaker/photographer

Seiichi Hishikawa, filmmaker/photographer

"There was a time when I wanted to shoot in high resolution,
and that was when I chose the α7R without any hesitation, on the basis of its technical specs.
The fact that technological advancement improves camera performance does not simply mean that you'll be able to take a lot of great pictures, it also results in a sumptuousness that can inspire people's behavior. "

The challenge to improve sound quality: the evolution of the Walkman brand Shogo Yashiro, Sony Corporation Designer
Koji Suzuki, Sony Music Communications Inc. Recording & Mastering Engineer

Shogo Yashiro, Sony Corporation Designer

Shogo Yashiro, Sony Corporation Designer

"We make the things that we really want to make.
One of the best things about Sony is that design and product engineering are the two sides of the same coin.
Good product engineering makes for good design, and of course good design is at the base of good product engineering. The two are strongly interconnected, so that the "interesting design" of a product which you so admire is the result of solid,
logical engineering. That's why it's so convincing.
Walkman products are born out of the combination of these two elements."

"These days, the inferior sound quality that you get with the MP3 format has become the norm.
I want to bring back into the world the original high fidelity sound, that truly great sound.
This means searching for the best format for creating such a high-quality sound. I believe this comes down to translating the Walkman brand into the present narrative."

Koji Suzuki, Sony Music Communications Inc. Recording & Mastering Engineer

Koji Suzuki, Sony Music Communications Inc. Recording & Mastering Engineer

"These products allow me to express and communicate exactly what i want to express. I really feel that Sony has come up with something truly marvelous.
To be honest, I had not really used Sony products - the commercial ones- in the past, but the new Hi-Res line is really impressive. It is especially helpful when it comes to give the last check to things. It is truly invaluable."

The challenge to create new lifestyles:
the 4K Ultra Short Throw Projector Sony Corporation Product Producer Tomoya Masuda
Higeshi Hamaguchi, Business Designer

Tomoya Masuda,Sony Corporation Product Producer

Tomoya Masuda,Sony Corporation Product Producer

"I really believe that achieving the technology for projecting a 4K image of such high definition from such a short distance without any distortion is nothing short of amazing. This projector is not simply an "object", it is something that delivers a veritable "experience" to our customers."

"This is a product which was created by a team of highly-talented professionals. And it was then improved based on the feedback received.
I hope I can speed up this approach even more and contribute to transforming people's lifestyles all over the world."

Higeshi Hamaguchi, Business Designer

Higeshi Hamaguchi, Business Designer

"It was when I met with Kazuo Hirai that the topic of the short focus projector first came up.
On that occasion, he said that the TV sets that we all have in our homes, once the power is turned off, are nothing but black boxes.
From a design perspective this undermines their esthetics, and he said he wanted to change it.
What he envisioned took shape exactly as he had envisioned it, and nothing was compromised in the process.
Zero compromises, zero concessions. This is my impression of Sony's products."

The future of Sony. Future innovation and challenges

"When I hear people say, "this is beautiful, this is amazing," it gives me incredible joy."(Ooki)

"A product may be new, it may be made with the latest technology, it may have the coolest design and the most interesting features and you still might not want it. What it comes down to is this: we want what we want, isnt'it?
I want to create things that touch people emotionally. I want to create things which possess world-class quality, whatever category they may fall into." (Yashiro)

"I believe Sony's essence lies in creating products which are very serious and yet possess a playful quality at the same time." (Hamaguchi)

"I have a feeling it all comes to doing something you're proud of.
And I believe users can sense it too."(Hishikawa)

"There are still so many possibilities, and they keep unfolding." (Suzuki)

"Products that you could not get anywhere else and which, in virtue of this, possess a certain richness of spirit. This is what I'd like to offer to the world." (Masuda)

"We are working on things right now that are seemingly impossible.
We are creating things that normally you would not think could be made in this world." (Nakajima)

Overview

  • The challenge to improve image quality:
    product development underpinned by technology
  • The challenge to improve sound quality:
    the evolution of the Walkman brand
  • The challenge to create new lifestyles:
    the 4K Ultra Short Throw Projector
  • The future of Sony.
    Future innovation and challenges

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