1. New Innovations Launched by Sony
Sony to expand 35mm large format sensor camcorder lineup
"NXCAM" HD camcorder under development, featuring E-mount lens system
Sony Corporation announced today that it is developing a new type of E-mount
interchangeable lens camcorder for professional use that is equipped with a Super-35mm
equivalent large format CMOS sensor. This new addition to Sony's professional
"NXCAM" line will be available in the middle of 2011.
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SONY AND CONSERVATION INTERNATIONAL TO BRING NEVER-
BEFORE-SEEN 3D WILDLIFE PHOTOGRAPHY TO BIODIVERSITY
CONVENTION
Sony Corporation (Sony) and Conservation International (CI) have teamed up to bring
compelling wildlife photography in 3D to over 14,000 delegates at the United Nations
Convention on Biological Diversity (COP10) taking place over the next two weeks in
Nagoya, Japan. The 3D images can be viewed at the "Sony 3D Kiosk" in the CI booth
located at the Nagoya Congress Center.
Since 1995, CI and Sony have worked together to make global biodiversity accessible to
audiences worldwide. This year, in addition to digital cameras, camcorders and editing
equipment, Sony provided CI with NEX-5 interchangeable lens digital cameras with 3D
capabilities to enable CI photographers to capture some of the first-ever 3D images

2. Sony Redefines Home Entertainment with the World's First HDTV Powered by
Google TV
NEW YORK, October 12, 2010 - Furthering the company's leadership in the connected
TV space, Sony today introduced Sony Internet TV, powered by Google TV -- the
world's first television with the ability to watch HDTV, enjoy apps, and browse the
Internet seamlessly on one device.
Launching in the U.S market, the combination of Sony's hardware and engineering
expertise and Google's understanding of open software provides a unique user
experience, merging multiple content sources in one easy-to-use interface. From
broadcast to streaming video from the Internet, Sony Internet TV offers the ability to
quickly search and watch content from wherever, whenever.
HID Global and Sony to form Alliance to
Create Contactless Smart Card Readers for the Global PC Market
IRVINE, Calif. and TOKYO - October 11, 2010 - HID Global, trusted leader in solutions
for the delivery of secure identity, and Sony Corporation today announced they have
entered into a Memorandum of Intent for a strategic partnership to jointly develop an
embedded contactless smart card reader platform for the global PC marketplace. The
jointly developed platform will be designed specifically for laptop manufacturers and will
encompass Sony and HID Global contactless solutions and a broad range of other widely
deployed technologies while supporting specific regional and application needs.
The new embedded reader platform will support Sony's FeliCa contactless card
technology, HID Global's iCLASS credentials, as well as other broadly adopted
technologies. Furthermore, the reader solution will support applications based on Near
Field Communication (NFC). Goals for the joint development, including a complete
reference design and comprehensive developer support, are focused on minimizing
product development requirements and speeding time-to-market schedules for PC
manufacturers. Plans are in place to provide details and availability later this year.

3. Sony commercializes world's first*1 16.41 Megapixel "Exmor R™" back-illuminated
CMOS image sensors for mobile phones
October 7, 2010, Tokyo, Japan - Sony Corporation (hereafter, "Sony") today announced
the commercialization of two new "Exmor R" back-illuminated CMOS image sensors
with dramatically improved photographic performance including significantly high
sensitivity and low noise. In addition, Sony will launch two new lens modules equipped
with these image sensors, which also include the smallest and thinnest*1 model for mobile
phones. This is also the first time that "Exmor R" is commercialized for the use in mobile
phones.
Cultural Challenges faced by Sony
o Sony has developed a website which is available in the different languages which
has been further categorized on the basis of Regions the countries belong to. For
example it is dived Continent wise.
o Then country wise also they have made the websites.
o They also use different languages to script their sites. Infact they have used
National language of every country.
o They have also made microsites. Eg : www.sony.jp , www.sony.cn etc.
o Its all done to provide more ease and convenience for the customers.
o They also give assistance to particularly translate a particular site.
o Thus to sum up Sony is facing problem by diversification as they have to study
different cultures , languages and even they have to make separate websites for
different countries.
o All the products of Sony are available online and company is capable to cater a
mass market through its online marketing.
o Workforce Diversity is one of the challenges faced by the company. Even
Marketing and catering the product to different markets and after sales service are
the challenges the company needs to work upon.