Sony Expands VAIO Brand to Encompass More Than Computers

Executives Announce Summer Product Line and Vision for Network-Connected Devices


The dream of AV/IT convergence has been achieved, proclaimed Keiji Kimura, president of Sony Corporation's IT and Mobile Solutions Network Company at a press event in New York today. This was said as the Tokyo-based executive ushered in a new era for VAIO, Sony's popular PC brand.

Launched seven years ago, Kimura said that the VAIO brand, an acronym for Video Audio Integrated Operation, has always stood for combining computing with the joy of creating and sharing digital entertainment content. With today's announcement, the VAIO brand will extend the conventional PC to include an array of network-connected devices that will combine the best qualities of AV and IT products to allow people to enjoy entertainment content anywhere, anytime.

"The VAIO brand has grown and changed over the years to not only meet customer demand but to inspire users to do things they had not yet dreamed of doing on a PC," Kimura said. "Today, we are taking that idea one step further by blurring the boundaries between traditional AV and IT products and introducing a new class of smart, compatible, easy-to-use devices."

Kimura emphasized his point by demonstrating a concept product -- a handheld video viewer that played back content wirelessly obtained from a PC. Acting almost like a handheld server, the device also wirelessly streamed video content to a TV.

Past, Present and Near Future

Other executives were on hand to discuss VAIO products past and present. Sony Electronics President and Chief Operating Officer Hideki "Dick" Komiyama preceded Kimura with a review of significant milestones achieved by VAIO PCs to date, including the passing of some familiar PC brands on the market share charts.

And Mike Abary, general manager of VAIO product marketing in the U.S., wrapped things up with an overview of the first wave of new products to come to the U.S. market.

Based on the theme, "Best of Sony," three new PCs were unveiled that leverage technology and services from a range of Sony AV and IT competencies to create the most comprehensive entertainment experience available on a computer today.

The new R series desktop combines unique cooling and acoustic technology with jaw-dropping design to create a multimedia powerhouse. The A series notebooks also debuted with 17-inch wide, ultra-high resolution XBRITE™ displays and powerful AV entertainment docks. Already a darling overseas, the X505 razor-thin notebook impressed with its featherweight form. All of the new computers sport sleek silver and black designs, which are part of the new VAIO identity.

Abary also provided a sneak peek at a couple of concept products that represent what may be available in the near future. These included an ultra-portable, 13-inch widescreen notebook PC and a hard disk-based music player announced already in Japan.

Editor's Note: Sony Electronics' Information Technology Products Division (ITPD) markets VAIO® notebook and desktop computers, CLIE™ handhelds and branded storage products, For additional information about Sony computer products, consumers can call (888) 315-SONY, or visit Sony's web site at: For complete specifications and digital images, the news media are invited to visit Sony Electronics' news and information web site at

For further information please contact: Valerie Motis of Sony Electronics Inc., +1-858-942-8016,; or Christopher Downing of Ruder-Finn/Switzer, +1-415-348-2733,, for Sony Electronics Inc.

SOURCE: Sony Electronics Inc.

CONTACT: Valerie Motis of Sony Electronics Inc., +1-858-942-8016,; or Christopher Downing of Ruder-Finn/Switzer,
+1-415-348-2733,, for Sony Electronics Inc.

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