Sony's 70 anniversary: interleaving, obdurate, curiosity and dream-the story of Sony, sony-IT information
Even if it had been so long, many Sony customers to listen to a Walkman, BRAVIA TV, when playing PS games, also will never forget the day 70 years ago.
In 1945, Japan after the second world war, its capital in ruins, Ibuka in Japan department store warehouse bridge area set up "Tokyo Institute of communications".
On May 7, 1946, Ibuka, Akio Morita at two people on the basis of the communication Research Institute in Tokyo, co-financed the establishment of "Tokyo Communications Corporation (Tokyo Telecommunications Engineering Company)", hereinafter referred to as "Eastern agency", including Ibuka technology, and Morita is responsible for technical matters.
The company is now known throughout the world of consumer electronics giant Sony (SONY) predecessor.
Technology of Sony
Now people refer to Sony, a major label is derived from the three-body "and" black science ". "Black science" to refer to Sony products and technology, because Sony's hardware technologies can make the impossible possible. Which are technically demanding, and can be said to be flowing inside the Suo Niji.
Ibuka, in its letter of intent for the establishment of the company, which expects to "conscientiousness technician skills into full play." Publication of the tenor was established even earlier than Tokyo Telecommunications Corporation was established.
After Sony's 70-year history, this technical extreme pursuit or "obdurate" throughout the history of the entire Sony.
Not long ago, the era of influence in time magazine's 50 devices, Sony's Walkman and Trinitron TV ranked second and fourth, respectively. History of audio and video equipment can be seen as the epitome of Sony technology to the extreme.
50 's of last century, also referred to as "Eastern agency" of Sony in the early days of the business conditions are not ideal, until 1956, the development had not been optimistic about the transistor technology developed Japan's first transistor radio "TR-55" became a success. This product SONY are also appeared on four letters, which is derived from the Latin "Sonus (sound)" and the English "Sonny" or "Sonny-boy" (sweet child) "word that was given at the beginning of" started with the sound of cute and naughty child "means.
Also is in Shang century 50 generation, Sony in black and white big sold Hou has been hope can into color TV market, but initially, well deep big insisted to good rate very low of alone schema "Chromatron" manufacturing color TV, led to units development cost high, up 400,000 yen, then makes market of promotion is not shun, only sold 13,000 Department around, at of company has arrived failed of edge.
Until autumn of 1966 Ibuka personally leading a development team, hoping to create Sony exclusive color map tubes. After the April 1968, after the tireless efforts of engineers, Sony has developed called "Trinitron (Trinitron)" color map tube alone.
This display technology in the realization of commercial and production within six months, and in October 1968, Sony Japan launch Trinitron televisions in the market KV-1310, and then detonated the world's buying binge.
In 1979, at the request of Ibuka, audio sector as a journalist with a small tape recorder "news" (Pressman) as a basis for modifying, get the smaller recorder, after many people praised the sound quality is good.
So dominated by the Akio Morita, Sony began in July 1979, the introduction of a Walkman, and created a headphone culture began in February 1980 in sales around the world. Since then, the Walkman this is not standard Japanese-English word began sweeping the world, and by 1998, the "Walkman" has sales of over 250 million in the world.
Walkman came in time will affect equipment fourth place in the age of reason: the world's first set of portability, ease in a music player and most people can afford. From one perspective, the Walkman has opened a whole new way.
Akio Morita in October 1992 the United Kingdom Sir, United Kingdom media headlines are given up, Sir, Sony Walkman is Sony's dedicated for technology.
With Sony in the late 80 acquisition acquisition Colombia film into the film and TV industry and 90 the unprecedented success of PlayStation, Sony across consumer electronics, movies, music, games and entertainment, digital audio, optical industry Empire enterprises.
The rose, Sir Sony Walkman Sony also can be seen as across a number of industries began to enter a golden age of footnotes.
Giant's stubborn: Sony shock
The die technology: the decline and fall of Sony mentioned the book revelation, at Sony insider, the "Sony style" and "Sony" spirit is the essence: "under the strict requirements of Ibuka, engineers will be impeccable. ”
For technical pursuit of Sony, escaped from the brink of bankruptcy several times, but for technical arguments and let Sony into a dangerous situation.
Entering the new century, Walkman supports MP3 format starts not overtaken by Apple's iPod; Sony Trinitron technology pride was lost by Sony television market in the future judgment, missed the development opportunities of the LCD TV. Two Sony audio products have encountered unprecedented challenges.
Plus Sony internal distrust of then-President Idei, IDEI proposed takeover Palm, Apple's plans were also negative.
Sony's crisis began in April 2003, Sony announced fiscal year 2002 report, news of Sony's huge losses. Sony shares fell to 25% for 2 consecutive days, and thus to induce Japan stocks of high-tech stocks dive, the Nikkei index fell sharply, Japan stock market, shares in high-tech companies have been selling. Upheavals in the Sony was called "Sony shock (Sony Shock)".
From "the best CEO" moment as "the worst CEO", originally scheduled for 2006, when Sony's 60 anniversary, honored retiring Idei, in 2005, was replaced by Board appointed Howard Stringer of Sony, Stringer became Sony's first foreign CEO in history. Sony also ushered in the era of Stringer.
Under Stringer, Sony began the reform of called changes, cut down QRIO robot, AIBO the robot dog and QUALIA luxury brands of the three projects, and introduced the BRAVIA TVs based on liquid crystal technology-oriented brands.
After Stringer of a series of reforms, Sony Sony history in fiscal year 2007, a record for a highest turnover, profit records. But recently, in 2008, the global financial crisis hit, global strategy implementation is completely Sony influenced, and heavy losses.
From fiscal 2008 to fiscal 2014, apart from the fiscal year 2012, and Sony each fiscal year at a loss, its causes and Sony and Korea competitors race and related to market share and revenue while giving up profits. While the 2012 fiscal year earnings because Sony sold assets such as buildings in that year.
But I must mention is that Sony's Hirai, President of the incumbent in 2012.
Hirai has to carry out "One Sony" policy and continue reforms of business architecture. Sony shortly before the 2015 fiscal year earnings view, such reforms have started to see the results. A turn around of Sony in the 2015 fiscal year, net income of $ 1.308 billion.
Fiscal year 2015 is President and CEO of Sony Hirai of the second medium-term plan (fiscal 2015 to 2017 in fiscal year) in the first year, which also marks Sony's profit growth to business structure reform stage.
From a performance perspective, a management more flexible, Sony, and perhaps more in the future.
Upholding a "dream" technology company
China's science and technology circle the Lake, called "cord powder" but Sony fans ringing . Why is "big"? One reason is of course that resounded through the Internet "Sony XX good" slogan.
This year, in addition to the 70 years of the Sony, and Sony's 20-year anniversary of the establishment of China's day. The end of March, I will be lucky enough to be invited to participate in the Sony 20 anniversary celebrations in China. The celebration scene and of course the slogan does not appear. "Claiming good" three words appear in members ' fans of the more clothes and on top of the lamp.
50 fans frenzy now no worse than now celebrity entertainer's fan fanaticism.
Each star artist has many fans, as stars in the science and technology enterprise, has accumulated 70 Sony fans are very public. Its global number and loyalty of fans could only Apple's "Apple" and "cord powder" to oppose it.
Why Sony can get so many loyal fans?
One reason is that Sony Design, and Apple, Sony is focusing on product design and the design philosophy behind . Sony design center was established in 1961, by known as the progenitor of Sony ZTE chaired Norio Ohga, Sony's design philosophy--"unprecedented" and "forever leading" in this shape. And which gave birth to the "original style", "create new lifestyle", "functional beauty", "more" design philosophy.
Another reason that Sony's company slogan may reveal one or two.
Sony's corporate slogan from "Digital Dream Kids/Do you dream in Sony?" "Make.believe/BE MOVED", no not emphasize Sony's products for young people, the role of incentives and dreams of ordinary people to maintain. Company slogan "innovation comes from curiosity, dreams, achievements in the future" is directly pointed out the relationship.
(Sony's booth at the debut of the international education Suite KOOV's conceptual model of education, cultivating interest in children's programming)
Many multinational companies because of its large scale, high sales volume can be a "huge" to describe; "great" to describe the company, in my opinion, very few. But ahead of Sony as "great" as the attribute to describe, is well deserved.
Even if Sony has been environmental protection efforts, a technology company has been committed to protecting consumer boyhood dream and curiosity, in an area where intensive 70 brings numerous classic and most established industry standards and norms in the field, such a nature that all of us benefit from the company's respect.
Not to "change the world" on the tongue, but a real impact on people's lives and entertainment. Sony does not make people love?
"People 70 and outdated. "A technology company for 70 years the main industry has not changed, it is not easy.
Looking forward to Sony's new 70-anniversary, continues to make believe, makes imagination possible and explore more curiosity, more people will BE MOVED.
索尼成立70周年：一个交织技术、执拗、梦想和好奇心的故事 - 索尼,sony - IT资讯
哪怕已经过去这么久，不少索尼的用户在听着Walkman、看着BRAVIA 电视、玩着PS游戏机的时候，也一定不会忘记70年前的那一天。
1945年，日本在第二次世界大战后，其首都东京一片废墟，井深大在日本桥地区的百货公司仓库成立“东京通信研究所”。
1946年5月7日，井深大、盛田昭夫两人在东京通信研究所的基础上，共同出资创立“东京通信株式会社（Tokyo Telecommunications Engineering Company）”，简称“东通社”，其中井深大负责技术，而盛田昭夫则负责技术的之外事宜。
这个公司正是现在享誉全球的消费电子巨擘索尼(SONY)的前身。
技术的索尼
现在的人提到索尼，一个很重要的标签就是来源于《三体》的“黑科技”。以“黑科技”代指索尼产品的技术，是因为索尼在硬件技术上能把不可能变为可能。而这种在技术上的苛求，可以说是流淌在索尼基因里面的。
井深大在其公司《成立意向书》当中期望要“充分发挥勤勉认真的技术人员的技能”。而这份成立意旨书的发表甚至还要早于东京通信株式会社的成立。
纵观索尼的70年历史，这种对于技术极端追求或者说“执拗”贯穿了整个索尼的发展历程。
前不久，在《时代》杂志的 50项影响时代的设备中，索尼的特丽珑电视和Walkman高居第二和第四。而影音类设备发展史又可以被看作是索尼对于技术追求到极致的缩影。
上世纪50年代，当时还被称为“东通社”的索尼在成立初期的经营状况并不理想，一直到1956年，坚持发展当时不被看好的晶体管技术，开发出日本第一部晶体管收音机“TR-55”一举成功。这款产品上也正式出现了SONY四个字母，这个来源于拉丁文“Sonus（声音）”和英文“Sonny”或“Sonny-boy”（可爱的孩子）”的单词，在一开始就被赋予了“以声音起家的可爱顽皮孩子”的含义。
同样是在上世纪50年代，索尼在黑白电视大卖后一直希望能进入彩色电视市场，但起初，井深大坚持以良率极低的独自架构“Chromatron”制造彩色电视，导致单位开发成本过高，达四十万日元，进而使得市场的推广极为不顺，仅卖出一万三千部左右，此时的公司已经到达倒闭的边缘。
直到1966年秋，井深大亲自领导一个开发小组，希望能够创造出索尼专属的彩色映射管。之后，到1968年4月，经过工程师们的不懈努力，索尼开发出了被称为“特丽珑（Trinitron）”的独自彩色映射管。
这种显示技术在半年内实现了民用化和量产，并于1968年10月，索尼在日本市场推出特丽珑电视KV-1310，并随后一举引爆全球的抢购热潮。
1979年，在井深大的要求下，音响部门以记者用的小型录音机“新闻人”（Pressman）为基础进行修改，得到体积更小的录音机，后被不少人称赞音质良好。
于是在盛田昭夫的主导下，索尼从1979年7月开始，推出了Walkman，并创造了耳机文化，1980年2月开始在全世界销售。从此，Walkman这个不标准的日式英文单词开始风靡世界，到1998年，“Walkman”已经在全球销售突破2亿5000万部。
《时代》将Walkman排在影响时代的设备第四位的理由为：世界上第一台集便携性、易用性于一身且大多数人能负担得起的音乐播放器。从某个角度讲，Walkman开启了一种全新的生活方式。
盛田昭夫在1992年10月受封英国爵士，英国媒体给出的新闻标题《起身，索尼Walkman爵士》则是索尼对于技术执着的肯定。
伴随索尼在80年代末收购收购哥伦比亚电影进军影视业以及90年代PlayStation的空前成功，索尼成为横跨消费电子、影视、音乐、游戏娱乐、数码影音、光学等多个行业的帝国企业。
《起身，索尼Walkman爵士》更可以看做是横跨多个行业的索尼开始进入了黄金时期的注脚。
巨头的执拗：索尼震撼
《死于技术：索尼衰亡启示》一书曾提到，在索尼内部人员看来，“索尼风格”和“索尼精神”的实质是：“在井深大的严苛要求下，工程师们将产品做到无可挑剔。”
对于技术的追求让索尼多次从破产的边缘脱险，但对于技术的执拗又让索尼陷入了危险的境地。
进入新世纪，不支持MP3格式的Walkman开始被苹果的iPod所赶超；索尼对于特丽珑技术的自傲让索尼迷失了对电视市场未来的判断，错失了液晶电视的发展先机。索尼的两个影音拳头产品遭遇到了前所未有的挑战。
再加上当时索尼内部对于时任社长出井伸之的不信任，出井伸之提出的并购Palm、苹果公司计划均被否定。
索尼的危机开始显现，2003年4月，索尼公布2002年财政年度报表，索尼巨额亏损的消息不胫而走。索尼股票连续2天跌去25%，并由此诱发日本股市高科技股的跳水，日经指数大幅下跌，日本股市震荡，高科技公司的股票纷纷遭到抛售。这起索尼的大动荡被称为“索尼震撼（Sony Shock）”。
从“最成功CEO”瞬间沦为“最差劲CEO”，原本计划于2006年、即索尼成立60周年时，光荣卸任的出井伸之，在2005年时被索尼董事会任命的霍华德·斯金格所取代，斯金格也成为索尼历史上首任外籍CEO。索尼也由此迎来了斯金格时代。
斯金格治下的索尼开始了堪称巨变的改革，砍掉了QRIO机器人、AIBO机器狗和豪华品牌QUALIA三个项目，并面向市场推出了基于液晶技术的BRAVIA电视品牌等。
经过斯金格的一系列改革，索尼在2007财年创下了索尼史上最高营业额、利润的记录。但好景不长，2008年开始，全球金融危机来袭，全球化战略执行得很彻底的索尼受到影响颇大，亏损严重。
从2008财年到2014财年，除2012财年外，索尼每一个财年都在亏损，其背后的原因与索尼在和韩国竞争对手的争夺中，为了市场占有率和营收而放弃利润有关。而2012财年的盈利则是因为索尼在当年出售了大楼等资产。
但不得不提的是，索尼在2012年迎来了现任社长平井一夫。
平井一夫在任内大力推行“One Sony”政策，并继续业务架构的改革。从前不久索尼发布的2015财年财报来看，这种改革在开始见到了成效。索尼在2015财年一转颓势，净利润为13.08亿美元。
2015财年是索尼总裁兼CEO平井一夫第二个中期计划（2015财年至2017财年）的第一年，这也标志着索尼公司由业务架构改革顺利迈进利润增长阶段。
从业绩上看，一个经营更加灵活的索尼，未来或许更加可期。
一个维护“梦想”的科技公司
中国科技圈这个江湖中，简称“索粉”的索尼的粉丝们可是响当当的一派。为什么说“响当当”？一个原因当然是那句响彻互联网的“索尼XX好”的口号。
今年除了是索尼成立70周年，同时也是索尼中国成立20周年的日子。3月底，我也有幸受邀参加了索尼中国20周年庆祝活动。本次庆典活动的现场当然没有出现这个口号。“索大好”三个字更多的出现在了各位粉丝的衣服及灯牌上。
现在50名粉丝的狂热丝毫不比现在的明星艺人的粉丝狂热程度差。
每个明星艺人都有一众粉丝，作为科技企业中明星，拥有70年积淀的索尼，粉丝者甚众。其全球的拥趸数量和忠诚程度或许只有苹果的“果粉”能与“索粉”抗衡。
索尼为什么能收获如此多的忠实拥趸？
一个原因是Sony Design，和苹果一样，索尼极其注重产品的设计以及设计背后的哲学。索尼于1961年成立设计中心，由被誉为索尼中兴之祖的大贺典雄主持，索尼的设计哲学——“前所未有的”、“永远领先的”，也于此成型。并由此孕育出了“原创造型”、“创造新生活品味”、“机能美”、“更便利”之设计理念。
另一个原因，索尼的企业标语或许能透露一二。
索尼的企业标语从“Digital Dream Kids/Do you dream in Sony?”到“make.believe/BE MOVED”，无一不在强调索尼的产品对于青少年、普通人的激励和梦想维护的作用。其中文企业标语“创新源于好奇、梦想成就未来”更是直接点明了这层关系。
（索尼国际教育的展台上亮相了教育套件KOOV的概念模型，可培养儿童编程兴趣）
很多跨国公司因其规模大、销售额高都可以用“庞大”来形容；而能用“伟大”来形容的公司，在我看来，很少。但索尼的前面若以“伟大”作定语来形容，是当之无愧的。
即使不提索尼一直以来的环保努力，一个科技公司一直致力于维护消费者少年时期的梦想和好奇心，在一个领域精耕70年带来无数的经典产品，并在多数领域奠定了行业标准和规范，这样的公司自然值得所有受惠的人尊重。
不把“改变世界”放在嘴边，但实实在在的影响着人们的生活及娱乐方式。这样的索尼怎能不让人爱？
“人到七十古来稀。”一个科技公司70年来主业一直未变，这更是不容易。
期待索尼在新的70周年里，继续make believe，让想象成为可能，并有探索更多好奇心，更多的人BE MOVED。