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If you're going to fashion success in today's competitive consumer electronics industry, you have to know how to accessorize.
There was a time when consumer demand and retailer knowledge of accessories was limited to headphones, tape head cleaners and cables. Today's consumer is much more knowledgeable and comfortable with technology and its applications. This familiarity has opened up new markets and product categories that are proving quite profitable for retailers.
There is a steadily increasing consumer demand for more accessories to enhance the entertainment experience of personal stereos and computers. Our lifestyles are enhanced by the customization of consumer electronics products that accessories provide. In short, accessories allow us to fashion our entertainment experience to meet our individual needs.
According to a 1994 Electronics Industries Association report,
sales of electronic accessories grew from $715 million in 1992
to $759 million in 1993, an increase of just over 6%. The report
projects sales of $895 million in 1995.
The Accessory Products Division of Sony Electronics has been fueling
the consumer demand for 12 years, and is one of Sony's fastest
growing businesses. Sony is the U.S. market leader in personal
headphones. In recent years, we have enjoyed double digit growth
in headphone sales, and we are currently celebrating the sale
of our 50 millionth headphone set.
Sony Headphone Products
Sony headphone products are designed to fit the lifestyles of
today's active consumers. With more than 70 models, we enable
retailers to offer a product for virtually every consumer lifestyle
and budget.
Much of our success with headphones can be attributed to package design. The packaging boasts easy-to-understand labeling and serves as a "silent sales person." In addition, Sony has lead the industry in producing accessory packaging that is easy to display at retail or point of sale.
Hit products such as the Walkman¿ personal stereo, the compact
disc and, most recently, MiniDisc, have dramatically changed the
way we enjoy music. Building on that heritage, Sony manufactures
a complete line of personal stereo speakers at many price points
to extend the entertainment experience and to unleash the excitement
of music in a personal or customized way.
Sony Universal Accessories
Growth is not limited to personal stereo speakers and headphones. Because consumers buy electronic components from different manufacturers, the need for universal remote controls will only increase. Customers are interested in product simplicity, and today's generation of universal remotes enable users to operate separate components with one remote control, even if the components are of different brands.
Sony offers a variety of universal remote controls to streamline
the operation of integrated home entertainment systems. Two of
our newest models, the egg-shaped RM-V30 and the illuminated RM-V21
meet the demand for ease-of-use and offer unusual, functional
designs that separate Sony from the competition.
Another profitable growth area of accessory products that should
not be overlooked include connecting cables, microphones, and
power adapters. As people buy more electronics products and find
new uses for existing ones, they're going to need these accessories
to complement and complete.
Sony has enjoyed several consecutive years of double digit growth
in microphone sales. Our family of microphones includes the new
WCS-990, a 900MHz wireless microphone system designed for use
with video camcorders and portable audio recorders, and the new
Sony ECM-717, a tiny stereo microphone ideally suited for portable
digital recorders. We also sell a variety of cables and power
adapters for simple, "glitch-free" connection of audio/video
components.
In addition, we also see tremendous growth potential in personal
entertainment accessories for travel. We are preparing for this
growth by launching new products such as high quality headphones
and personal stereo speakers. We are also introducing new audio/video
travel accessory products and stylish travel cases for Discman¨
CD players, as well as other portable electronic devices.
Multimedia Accessories Represent Major Growth
We see the largest potential growth in audio accessories that
enhance PC listening enjoyment. As more families and businesses
buy PCs from consumer electronics stores, multimedia computers
are truly becoming a consumer electronics appliance for both productivity
and entertainment. Consider these statistics:
- In September 1994, The Electronic Industries Association released a study showing that 33 percent of U.S. homes now own at least one PC, with 18 percent having more than one. The same study showed that in homes with a PC, 18 percent use separate stereo speakers with their PCs.
- In December, 1993 International Data Corporation reported 74 million personal computers in use in the U.S. The same report projected over 100 million PCs to be in use by 1997.
- A June 1994 study by Dataquest reported 4.5 million CD-ROM drive units sold in 1993, and predicted that number to increase to 11.9 million for 1994. The report also projected continued growth through 1997.
Concurrent with the birth of the CD-ROM marketplace, Sony began developing magnetically-shielded speakers for use with computers and monitors five years ago. This product category has shown steady growth, and now represents one-third of Sony's Accessory Products Division's speaker sales.
A new generation of multimedia speakers was designed from the
ground up in our U.S. Design Center based in Park Ridge, NJ.
Our design team blends Sony's tradition of ergonomic, easy-to-use
consumer product design with the most up-to-date developments
in multimedia computing that require high quality audio.
We recently launched the latest members of the Sony family of PC speakers, the SRS-PC5 and the SRS-PC40. The SRS-PC5 is an entry-level passive speaker system for computers with built-in amplifiers. The speakers are magnetically shielded for use next to a computer monitor. The SRS-PC5 speakers incorporate an L-shaped mini plug for easy connection and require no power supply, therefore eliminating the need for power cords or batteries.
The SRS-PC40 system offers two sound inputs, permitting users
to reproduce sound from their computer or an outside source such
as a Walkman or Discman personal stereo. This product will allow
retailers to target students and professionals who want a pair
of quality versatile speakers that offers the dual applications
of the SRS-PC40 system.
Sony also manufacturers a full array of PC accessories including
headphones and microphones. The MDR-007PC open-air headphones
are designed especially for computer use. The MDR-009VPC computer
headphones feature a stereo/mono switch and volume control.
Our line-up of computer accessories is bolstered by the addition
of the F-PC30 dynamic microphone, a high quality vocal microphone
with a table stand designed for computer use. All Sony computer
accessories are color coordinated, allowing them to blend aesthetically
as well as functionally with most computer systems.
Sony Accessories Lead The Way To Retail Success
From electronics superstores to discount drug stores, and from
supermarkets to small grocery stores, smart retailers are cashing
in on the growth of accessories products. Sony offers a variety
of products and innovative, attention-grabbing packaging that
enable dealers to enjoy increased sales and profits. Retail support,
label clarity, and functional point-of-purchase displays help
Sony accessories products command customer attention and sell.
The key to Sony's success in the accessories business has been
to offer customers a quality product and positive shopping experience
that's based upon our leadership in entertainment and innovation.
It's this special combination of leadership in personal entertainment,
tradition of technological excellence, superior marketing and
retail support that allows us to deliver on the commitment to
total customer satisfaction that distinguishes Sony and Sony branded
products.
Editor's Note: Masa Yamamoto is available for interviews. For more information, please contact Jon Boroshok - Technology Solutions at 212-696-2000