Known for its Walkman, the Sony PlayStation or his robot dog Aibo, Sony has always put innovation at the heart of its strategy. A major player in a mature market, the giant Japanese consumer electronics knows that its growth requires the constant creation of new products. The group founded by Akio Morita was also understood that if the design and branding can sell products more expensive than the competition, generate comfortable margins in a market where competition is able to copy each product possible without real leadership in innovation. Innovation can not only collect royalties on the use of patents but also gives a key position of first entering the market. Strategic innovation, however, can not be decreed..

Improving existing products, not innovate. Internet, networks and software). This philosophy written in the genes of the company allows employees to Sony to have true freedom of thought.

Is not forbidden to dream, it is however not given to materialize his ideas. To share his vision is an engineer who worked for twenty years, Sony has had to take a real obstacle course for his vision become a real product, whose success is not guaranteed (the Airboard, a system for general public viewed on a screen, wireless connected to a wireless network, both television and Internet sites and all sorts of images). To succeed, we must cross many barriers.

Persuasion and relationships to succeed. Dr. Doi, who invented the robot Aibo, or Ken Kutaragi, the father of the PlayStation, have lived the same experience. An accumulation of small successes that has enabled them eventually to get more money for an ambitious and revolutionary. From the bottom up approach to this innovation from the bottom up goes against the stereotype about who created the Sony Walkman because its president was able to listen to music while playing golf. Innovation does not follow, however only personal endeavors.

Free to conduct research in the short to medium term, the researchers’ Sony Lab can also be brought to collaborate on concrete projects on time.

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