Sony's tablet strategy may have style, but does it have heart?

Sony's tablet strategy may have style, but does it have heart?

Summary: Sony is preparing to roll out its S1 and S2 tablet computers. They're competent devices but do they have the panache to make waves in a market dominated by Apple's iPad?


NEW YORK -- Sony Corp. is preparing to make a major splash into the tablet market this year, but I fear the company is missing a key component: heart.

Less than an hour ago, I was sitting face to face with Sony executives way up on the 35th floor of the company's New York headquarters on Madison Avenue. The occasion? Two new Google Android-based tablets, the slate-style S1 and the dual-screen compact S2, which were announced earlier this year but revealed to reporters in the flesh for the very first time today.

(The flat S1 is thicker and rounded at one end, like one feather of the modern NBC peacock logo; the dual-screen S2 is a cross between a Nintendo DS and an eyeglasses case: oval in shape and just small enough to fit into a suit jacket or purse.)

Draping the eye candy: several partner announcements (AT&T, for exclusive HSPA+ support of the S2 model; Adobe, for an Air App Challenge; ESPN, for continued 3D sponsorship) and some coquettish refusals to reveal more details about the technical components inside the devices.

For Sony's big entrance into the tablet market, though, I couldn't help but notice a distinct lack of excitement in the room from the Sony executives assembled -- as if they were already past thinking of the S1 and S2.

Perhaps their morning coffee wasn't strong enough, or maybe it's because the same executives made the same presentation to Japanese journalists days before the earthquake and tsunami struck that country, spoiling the company's plans for a global rollout of the devices. It's unclear, but I can certainly say any "gung-ho" attitudes were quietly checked many floors below, at Sky Lobby reception.

Consider this bold question asked of the executives by Liana Baker of Reuters:

"What does this do better than an iPad?"

On its face, it's an unfair question. Sony executives have repeatedly said that they were aiming for the No. 2 spot in the market (Apple's No. 1); furthermore, the company introduced two devices that do not directly compete, feature for feature, with Apple's leading device.

And yet it's entirely fair, because it's the question that every consumer (and enterprise buyer!) will immediately ask themselves.

After a beat of silence -- they were mostly stunned by Baker's temerity -- Sony Electronics president Phil Molyneux took a breath and reiterated the points he opened the discussion with:

  1. Sony's tablets are "unique" because of "optimally designed hardware and software" i.e. design.
  2. They have "swift and smooth" performance, a dig at subpar Google Android-based tablets.
  3. They offer "network entertainment" i.e. Sony's massive content library.
  4. They offer "cross-device connectivity" e.g. DLNA support for TVs, etc.

I'm not sure about you, but nothing in that list compels me to buy a new device, except for maybe No. 2 (and No. 1 only if No. 2 is there).

My point here is that Molyneux and company used logic to argue that Sony products were superior to everything else on the market, except the iPad (strategic reasons, of course). They said they weren't comparing devices by "speeds and feeds," yet compared their device to others on the market based on a feature list.

Their implication, whether they intended to convey it or not, is that the most features wins. But the better experience wins at the point of purchase, and while that word didn't make it into their four talking points, it's what they presumably were trying to get at.

The problem? Like Sony's eponymous e-readers, there's no soul in selling them. Logic simply isn't sexy. The products address a market need without drawing attention to themselves, with exception to Sony's continually refined (but never avant garde) design.

They have style. But they have no story. There is no apparent passion to be had for the Sony tablet. Deep down, we want to be teased, attracted, swept off our feet by a new product. But all we've got is a PowerPoint slide with bullet points to send a thrill up our leg.

Will the corporate apathy transfer to consumers?

It's not an unreasonable question. In his opening remarks, Molyneux said that consumers were at the center of planning and execution for Sony moving forward. The methods: goals to improve its call centers, improve its online experience (website) and a new focus on direct stories to sell products, as evidenced by its new concept store in Los Angeles.

But "we're all snowflakes" is a defensive, not offensive, play and I'm having difficulty connecting the dots between these individual initiatives and an increased chance of an actual sale.

In practice, the tablets themselves are interesting but not captivating. The devices have a feature called "Quick View" that rearrange how protocols are served in a web browser (prioritizing small files first, for instance) to more "quickly load" a website. (The engineers admitted that it's sleight of hand, however: a webpage isn't loading faster, it's just loading more things your eye recognizes first, e.g. graphics before javascript.)

The tablets also tout very responsive touchscreens, a point of concern for early Android smartphones and tablets. (Sony calls it "Quick TouchPad," but I call it "what consumers expect.")

But for all the hardware features -- Sony's keeping mum on most specs, which it will reveal later this year -- the strongest reason these devices have a chance is their manufacturer's largesse. Aside from impressive global distribution, Sony also brings PlayStation certification to the table (yes, they'll both play PS games) as well as e-book support. (On the dual-screen S2, this feature comes off like a pocket Bible.)

The devices also carry DLNA support, which means you can export content to your television or computer for viewing. It's a nice touch, and the kind of thing multi-tentacled Sony can do without breaking a sweat. The tablets can also be used as a remote control via an embedded IR port.

It all adds up to a competitive device, but can the features laundry list translate to sales for a consumer base that either 1.) doesn't see the utility of a tablet or 2.) does but maybe just wants a non-iPad iPad?

It's that second point that's worrisome, because it means any competent tablet could fulfill this need: made by Sony, Samsung, Motorola, HP, whomever. Sony will get a piece of the pie only because it's so present in the market, but the question is how much they really want to go after.

To boot, Apple's price points are so competitive that they make an alternative relatively unattractive. Remember what happened in smartphones? Everyone wanted an iPhone, and when they couldn't get it -- because it was locked on AT&T -- they bought into Google Android. But with tablets, carriers matter less in the buying equation.

So I ask: is Sony ready to pursue tablet market share with the vigor that Barnes & Noble wants e-reader share or HTC wants smartphone share? Or is the S1 and S2 like the Sony Reader, late model Walkman and Alpha digital SLR camera: ready, willing and able but entirely lacking that certain je ne sais quoi?

Topics: Hardware, CXO, Laptops, Mobility, Tablets

Andrew Nusca

About Andrew Nusca

Andrew Nusca is a former writer-editor for ZDNet and contributor to CNET. During his tenure, he was the editor of SmartPlanet, ZDNet's sister site about innovation.

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  • Being the 2nd best product on the market can be a viable strategy

    But not if you cost more and not if the #1 best product on the market is advertised properly. I can't imagine a set of circumstances that will allow this device to be profitable for Sony.

    Maybe Sony should concentrate on building the #1 best Windows 8 tablet?
    • RE: Sony's tablet strategy may have style, but does it have heart?

      @toddybottom well said exactly my thoughts. why go with android and become no.2 when you can go with windows and shoot for no.1 spot that sony really is. once windows comes out there will only be no.1 in market all others will fade away.
      • Right? Keep telling youself that.

        @augustus_rome... Windows 8 isn't even slated to drop until 2nd quarter next year at the earliest. The iPad will be in its third cycle, and Android, RIM, and WebOS will be close behind, and the GUI that is in Windows 8 hasn't even compelled people to switch from iOS or Android to WiMo.
      • RE: Sony's tablet strategy may have style, but does it have heart?

        Xbox does better than the Playstation. Yet wait, put them together...

        Anyway, even if I had a Win8 capable tablet...what makes you think anyone should use the new UI? Screw it. Use the traditional UI since you have to to use Office and millions of other applications.
        If I didn't need my x86/x64 applications I'd get an iPad. Simple. But I DO need them.

        My point being that you can change the UI and your're using WinMo as a reference when you can't change the UI of WinMo to that of a more useful one.
      • RE: Sony's tablet strategy may have style, but does it have heart?

        @Yiu Korochko

        Do you have any numbers and links to backup your claim that XBox does better than the PS?
  • Lets throw the marketing BS out: of these two, only one is tablet

    The subject.
  • RE: Sony's tablet strategy may have style, but does it have heart?

    "Remember what happened in smartphones? Everyone wanted an iPhone, and when they couldn?t get it ? because it was locked on AT&T ? they bought into Google Android."

    Do you really think that is the main and only reason that Android is wining over Ios?
    I am relly LMAO when I keep hearing that myth.
    • The other one is that Android devices are 'almost' like iPhone, but cheaper

      @picot: of that crazy amount of Android activations only part represents high-class smartphones. Bigger part is cheap devices. This is especially visible outside of USA, where phones are not subsidized.
    • Agree

      @picot - I'm more apt to believe that there are 2 main reasons Android has done so well. 1) Google tie in. People with gmail and other Google products are a lock. 2) Choice. People want smartphones with iPhone like capabilities without the lock into a particular line of products. Simply put, we consumers like variety. While some of us like ideals that Apple portrays there are more of us that know those ideals are vapor/marketing and would ourselves be just as happy with a competitors product if it does the things we want it to do.
      • RE: Sony's tablet strategy may have style, but does it have heart?

        @kwabinalars You mean like Android tablets are now out selling the iPad? ( Chirp, Chirp, Chirp). Yea, I didn't think so.....
      • Lessons quickly forgotten....

        @kwabinalars Remember the movie 300? Where 300 Spartans stood against many thousands? Remind me who were the superior forces? Who were the hero's? You combine countless OEM's selling everything from out right junk to some actual good stuff and everything in between and put them up against one vendor and brag about the numbers!?! I know why you do this cause it's all you have! There will be countless OEM's selling Android powered devices that come and go while Apple remains strong. When you compare individual OEM's selling android devices things get grim.... Apple wipe's the floor with all of them combined in profitability!!! Units sold there is not a single Android OEM that can match Apple's iOS sales numbers. It's simply not a heroic picture for Android at least yet...<br><br>Pagan jim
        James Quinn
    • RE: Sony's tablet strategy may have style, but does it have heart?

      My wife insisted on an iPhone. She has one. I have a relatively cheap droid (Acer Liquid E). Her next phone will be an andoid - the reason - crappy iTunes software, crappy iPhone limitations.

      The fact is, Android is plenty good enough. It has better navigation, better music player, you can literally drag and drop files to it from ANY computer, and you can replace the little SD card to put whatever music collection you want for the day. (I have an 8GB and 2x 4GB cards and that is not all our music).

      Your needs may vary, but there are certainly valid reasons to choose Android over iOS.
  • RE: Sony's tablet strategy may have style, but does it have heart?

    You have hit on Sony's hardware problem generally. They make good/excellent products but don't engage the consumer. My hobby horse is that they never aggressively marketed minidisc in-car which was it's natural habitat. Here they go again.
  • USA = cultural failure

    The problem isn't that we have too many marketing people and not enough engineers. The problem is that we have too many people that want to be sold any load of crap as long as they don't need to decide anything for themselves and not nearly enough people that can think of something they want to do and evaluate the best way to do it.
    • Or they actually do just as you stated...

      @tkejlboom But in the end the result is they don't choose as you think they should? Just saying......

      Pagan jim
      James Quinn
  • RE: Sony's tablet strategy may have style, but does it have heart?

    By the way Andrew, excellent piece, really enjoyed it.
  • RE: Sony's tablet strategy may have style, but does it have heart?

    About the analogy to the movie 300 -- the 300 only held for a while! Unless Apple has another army to follow up with, this would be a bad story for Apple.
  • RE: Sony's tablet strategy may have style, but does it have heart?

    Why this just looks like a girl's makeup box, and the screen looks inspired by MetroUI?
    Ram U
  • RE: Sony's tablet strategy may have style, but does it have heart?

    Why do people keep using the word "sexy" for tech devices? It drives me nuts. Losers.
    • Not thinking the use of the term is to blame:P

      @lippidp Just saying.... Are not cars at least some considered sexy? Certain ships and or boats? Jets? Heck there are all kinds of devices that are considered in some circles to be sexy why not certain tech devices as well?

      Pagan jim
      James Quinn