52
-3%
8,133 $m

Following losses in the fiscal year ending March 2014, it was, to some extent, a make-or-break year for Sony, one of the world's most recognized consumer electronics brands. Sony kept Bravia, unloaded its VAIO PCs, and, despite having a clear focus on digital imaging, watched its camera division continue to underperform. The company then launched PlayStation 4, its first new console in seven years. After a shaky start (it was up against Microsoft's Xbox One), PS4's attractive price and features-including cloud gaming services and virtual reality headsets-resulted in sales of over 10 million units by August 2014. The Xperia smartphone was praised, partially in thanks to its marketing of the new Michael Jackson album. 

Sony is also clearly riding the "wearable tech" trend with SmartBand, a lifestyle tracker, offering social media and camera capabilities-essentially, a smartphone for the wrist. Other innovations such as SmartEyeGlass prove that Sony still has the ability to surprise. Executed under Director of Brand Experience, Christine Gately-Evans, the "Be Moved" broadcast and digital campaign shows "artists and engineers coming together to create experiences that make you feel more." The campaign unites Sony's various entertainment and technology arms and is backed up by a "brand experience" website. Consumers can now watch a Sony movie on the Sony Movie Channel via a Sony TV, play Sony games on a Sony games console, and listen to Sony music on their Sony phones-all of which help Sony restore its reputation as an innovative electronics provider and a quintessential lifestyle brand.



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