By Amjad Khan/Riyadh
Sir Howard Stringer (third left) and Prince Mohamed Khalid al-Faisal (third right) addressing a press conference in Riyadh on the occasion of Sony’s 40-year partnership with Modern Electronics Company of Saudi Arabia
Sony, the electronic powerhouse and epitome of “Japan incorporated,” is putting its faith in the “dot” with a new brand message, “make.believe” (make dot believe), that unites its communications initiatives across electronics, games, movies, music, mobile phones and network services.
It symbolises the spirit of Sony: the power of creativity, the ability to turn ideas into reality and the belief that anything you can imagine, you can make real.
With this new message, Sony recently celebrated its 40-year relationship with the Al Faisaliah Group in Riyadh, Saudi Arabia.
Speaking at a glitzy event, Sony Corporation’s CEO and president, Sir Howard Stringer, paid tribute to their partnership with Modern Electronics Company Limited, a subsidiary of the Al Faisaliah Group, which has given the company 40 years of sustained growth.
Sony’s resounding success in Saudi Arabia with an extensive network of dealers and service centres across the kingdom translates into a market share of 35%, said Stringer who was visiting the region for the first time.
“Our Internet TVs are a new cornerstone of our product lineup.  With these exciting products, first launched in the United States, we have opened the gates, we believe, to the television of the future.  Access to content available online, enjoyed on a beautiful television, gives our consumers a one-on-one relationship with content for the very first time.  It is truly, TV ‘redefined’,” he said.
Looking forward to 2011 as a huge year for the world of 3D, with Sony leading the charge, Stringer said “we are making 3D personal” by launching products that film in
spectacularly beautiful 3D.
“Our first 3D-compatible VAIO PC will debut soon.  We have even developed prototypes to show you the future, including glasses-less 3D displays and a head-mounted 3D OLED display.”
Claiming that Sony is the only company that can develop, distribute and display 3D entertainment, he said “only Sony goes beyond consumer electronics, and into content development and professional products.”
Like 3D, delivering networked content to our products is an important trend for Sony, he said.  “Through many of our core products, with more to come soon, we are providing premium networked content through our video and music services, both of which are growing rapidly, while expanding into new countries and territories.”
Earlier, addressing a press conference, Sir Stringer said Sony’s global sales in 2009 reached $78bn with growth in the Middle East markets the key for overall success.
On the ultra-competitive electronics business, he said “across the board we make a lot of products and devices and in many cases we are No 1. Sony may be behind other competitors in certain aspects, but we have a market share lead in so many other things.”
Prince Mohamed Khalid al-Faisal, president and CEO of the Al Faisaliah Group, said: “We are proud that our partnership with a leading global ‘Fortune 500’ company such as Sony Corporation enables us to bring to our consumers in Saudi Arabia, innovative and superior quality products, with cutting-edge technology.”
Sony, which has given the world iconic products such as the Trinitron TV and Walkman, is moving into the world of entertainment. In January, the company outlined its product introduction roadmap covering innovative new networked products and services due to be launched this year.
The business direction offers an array of products including 3D Total Solution for a 3D world, Networking and Connectivity, Television Redefined and Digital Imaging.