- At the IFA consumer electronics show in Berlin, Germany, scheduled to begin on Friday, September 2, Sony Corporation will unveil its new lineup of products that represent the very best of its creativity and technological ingenuity. Underpinning the development and design of these products is Sony's philosophy of "inspiring and fulfilling your curiosity and moving you emotionally," which will be on full display at IFA 2016.
In advance of IFA’s official opening, Sony held a press conference on September 1 (local time). There, Sony President and CEO Kazuo Hirai introduced the company’s newest audio lineup as an example of its dedication to creating more compelling and differentiated products. He touched on the PlayStation®VR virtual reality (VR) system, and went on to elaborate on various initiatives as Sony continues to identify opportunities for innovation within consumer electronics, such as the Seed Acceleration Program, Life Space UX, AI and robotics. He remarked, “We want our products to be at the ‘last one inch,’ at the closest point to you. Our relevance to you lies in continuing to offer emotional value through a wide range of products which are intimately involved in enhancing what you see, hear, experience and enjoy.” Hideyuki Furumi – Sony Mobile Communications Inc. EVP in charge of Global Sales & Marketing – then took the stage to unveil the new flagship smartphone in the Xperia™ X series and discuss the advances made in Xperia Smart Products, which propose new ways of communicating.