Sony was once the absolute king in the television field, but with the growth of South Korean competitors such as Samsung and LG, their market share began to shrink. Sony wants to gain a foothold in the new economic situation. Sony is facing a tough struggle. After years of experimentation, the company has recently introduced a new strategy: Only high-end TVs, so that products surpass all competition. opponent.
It was shocking for Sony to mention only one TV model at the CES 2016 media conference. After all, competitors have launched an entire product line that spans multiple series. Each series also contains multiple Model - This is the attitude to the world's largest consumer electronics show.
In fact, Sony will launch 3 new TVs this year. The news may sound frustrating. After careful analysis, you will find that this product strategy is actually very smart.
At a special media event held last spring, Sony announced that they will systematically close the Sony Only store in North America. Mike Fasulo, chairman and chief operating officer of the company, also clarified that the separation of Sony's TV business was an internal decision of the company to help Sony regain the TV market rather than the precursor to destruction. Of course, it is difficult for us not to doubt that Sony was dealing with the crisis it faced, but at the end of the event, the media found that the company did have a plan - a plan that was crazy enough to work.
Instead of keeping pace with its South Korean competitors, Sony's new strategy will significantly streamline its product line, with only a few new products falling into the high-end series. You may not be able to buy a Sony TV that fits in your kitchen or bedroom in the future, but if you want to buy a battery for your living room and home theater, Sony is definitely one of the choices. The company has never lost its magic. They just need to figure out how to make the most of it.
This year, Sony will release the XBR-X930D (55 and 65-inch), the XBR-X940D (75-inch X930D with full-array backlight) and the XBR-X850D (55, 65, and 75-inch). High-end 4K TV. From the display at CES, they definitely have the strength to become the champion of this year's sales charts.
The X930D is an ultra-thin TV that is so thin that it cannot join a full-array local dimming backlight system. Sony has developed a local dimming side-entry backlight system for this purpose, hoping to convince users not to use the direct-lit backlight as the only solution for obtaining uniform image quality and a solid black level. Sony calls this technology Slim Backlight Drive, saying that it can not only guide light to a specific area of ​​the screen better, but also provide more local dimming areas than previous side-entry backlights.
How many of these presentations are smoke bombs released by Sony for marketing? This cannot be judged yet, but it can be said that the display material played by the X930D does show a deep black, while controlling the side-entry light leakage and aperture effects to a minimum.
Sony's three TVs support HDR, and their Triluminos display also offers a wider color gamut. In simple terms, they can easily meet the standards established by the UHD Alliance for high-end 4K TVs.
In addition, these TVs are also equipped with Sony's best shape design, which is one of the biggest features of its products. Sony TV has a high degree of recognition on the appearance, and it has a strong appeal to consumers. This year's new products are no exception.
But the most obvious change is that Sony’s huge speakers for high-end TVs were gone last year. Although their sound quality is outstanding, it seems ugly to some people and it is not suitable for users with limited space in their homes. For this type of positioning TV, users should add a separate sound system for them - even if it is a high-quality sound bar.
Does Sony only succeed in high-end product strategies? Time will give us the answer. But judging from their television products this year, Sony does have the opportunity to become the world's leading manufacturer of LED/LCD TVs, at least in terms of product quality and performance.
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