In the new firm, the founding fathers applied the divide and rule rule. Being a real technical genius, Ibuka closely engaged in the development of new products, the enterprising Morita took up the solution of sales issues. Initially, the staff was only 20 employees. Could they imagine that after decades the company’s team will increase 8,000 times ?! Despite the increased number, and now Sony employees perceive each other as one family. In this they adopted the philosophy of Akio Morita, a brilliant manager who knew how to rally and mobilize a team to carry out assigned tasks.
In 1949, Morita bought an American tape recorder, combining business with pleasure - and you could listen to music, and the acquisition to disassemble and explore. The information carrier in the tape recorder was an unreliable and expensive wire, and Japanese engineers were inspired by the idea of creating a tape tape recorder. Tape media had higher fidelity and made it easy to change the recording - it was enough to stick a new piece of tape in the right place. The company began to develop its own tape media for sound recording. As a base, cellophane was first used, which was cut into long strips and coated with experimental compounds. But even durable varieties of cellophane after a couple of sweeps through the tape drive stretched and distorted the sound.
In 1950, the first tape recorder was released. He weighed 35 kg and cost 170,000 yen, i.e. $ 472 (a technical specialist after university then received $ 30 per month).
Everyone liked the technical novelty, but did not sell it — to invent unique technologies and the product was not enough.
In 1955, Akio decided to change the name of the company - with the unpronounceable "Tokyo Tsushin Kogo" it is difficult to conquer the Western market. The business of Japanese engineers was associated with sound, in connection with which the word “sonus” (Latin “sound”) became the starting point, the meaning of the slang “sonny” (English “son”), as smart guys were called then, was also appropriate. Crossing out one letter from "sonny", in Japanese sounding like "lose money", Morita got "sony".
In 1955, Sony introduced the first TR-55 transistor radio in Japan. Two years later, the company launches the first "pocket" receiver TR-63, nicknamed "the beginning of the end of the American consumer electronics industry." Sony launched a trick in promoting its product - the very first “pocket” receivers were still slightly larger than the pocket of a classic men's shirt. For company representatives advertising the novelty, special shirts with enlarged pockets were released, in which the receivers already fit!
In 1960, Sony introduced the world's first transistor television. The fact is that at that time TVs were incredibly huge because they worked on electronic vacuum tubes. Transistors were much smaller in size. The Japanese wanted to reduce the size of the TVs with transistors, which they brilliantly dealt with. In 1961, the world's first portable television appeared.
The dawn of the company came in the second half of the twentieth century. This period of time is called the "golden period". Sony successfully conducts business in the global market, without any problems mastering its most diverse areas. More and more new devices are emerging that competitors will not think about developing for a long time to come. Thanks to this, Sony dictated its market trends, and sometimes creating whole new segments.
In 1990, Sony introduced over 500 innovative devices. The dominance of the Japanese company at that time was unconditional.
Sony in photography
In 1981, Sony made not just a breakthrough to the market, but a real revolution in photography, introducing the Mavica digital SLR camera (short for Magnetic Video Camera). Technically, Mavica was a continuation of Sony's line of television video cameras based on CCD matrices, just the result of its work was not a video stream, but static pictures, still pictures that could be viewed on a TV or monitor screen. The rest of the Mavica was a full-fledged SLR with a familiar viewfinder and an original bayonet mount for interchangeable lenses, presented simultaneously with the camera: 25 mm f / 2, 50 mm f / 1.4 and zoom 16–65 mm f / 1.4.
In 1996, Sony released a digital camera of a very interesting design: a module with an integrated flash and a 35 mm lens could rotate 180 degrees relative to the main body. It was a device of a completely new electronic formation, which emphasized its name - Sony Cyber-shot F1. Pictures with a resolution of 640 x 480 pixels were no longer recorded on a magnetic disk, but on a miniature memory card - and most importantly, they could be immediately viewed on a 1.8-inch display and, if some of them were not liked, immediately deleted. This model became the founder of the famous Cyber-shot family of cameras, thanks to which Sony was among the leaders in the amateur photographic market several years later.
In 1999, the serious Cyber-shot F505 appeared, in which the Carl Zeiss Vario-Sonnar zoom lens, quite impressive in size, could move up or down relative to the camera body. To some extent, all subsequent “pseudo-mirrors” of the company, up to the 10-megapixel Cyber-shot R1, released in 2005, can be considered the evolution of this far from compact camera. Everyone expected from the company that mastered the production of such serious devices, the next step - the release of a full-fledged digital SLR camera. But the prerequisite for this important stage in the history of Sony was an event that literally shook the entire photoworld: in February 2006, KonicaMinolta announced its departure from the photo market. The combined company KonicaMinolta suddenly announces the phasing out of photographic production and the transfer of all the technological developments in this area to Sony! The latest addition was somehow lost amid the shock experienced by many adherents of the Minolta photosystem. But this news meant one thing: very soon they would have to spend considerable sums to switch to another system.
But before the general amazement passed, in June of the same year Sony introduced its 10-megapixel amateur SLR camera A100, and a year and a half later it also released the semi-professional A700 model. In the characteristic angular design and the abundance of various mechanical control units of the new DSLRs, the Minolta heritage was felt. The rest of the cameras turned out to be far from conservative: the engineers filled them with the most modern electronic systems, which made it possible to wage a successful battle for the most demanding consumer on the market battlefields. Along with the cameras that Minolta inherited and the type of mount, several Sony zoom lenses were introduced, as well as a fleet of high-end optics Carl Zeiss, the legendary German concern with which the Japanese corporation has been working closely since 1995.
In 2010, the Sony Alpha series was supplemented by models with a fixed translucent mirror (SLT and NEX mirrorless cameras equipped with E mount, at the same time the company stopped developing classic DSLR SLR cameras).
Also in 2010, a new line of digital cameras with a translucent mirror (Alpha 33, Alpha 55) was introduced. Thanks to the fixed translucent mirror, these cameras have the ability to take high-speed photography (up to 10 frames / sec), with tracking autofocus. And also these are the first SLR devices that have a really fast phase working autofocus when shooting video. Sony Alpha SLT-A55, according to Time magazine, is one of the greatest technological inventions of 2010.
Sony's latest innovation is the α7R III with a full-frame 35mm sensor and autofocus. It combines professional-grade features in a robust, compact package, providing even greater shooting flexibility in any situation. The high power, accuracy and unlimited potential of this camera will provide unique shots.
Today, Sony with enviable regularity launches a variety of digital cameras on the market - from elegant compact models to semi-professional SLRs - and is about to try on the laurels of the most prolific and energetic photographer in the world.