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Our Source of Value Creation Lies in the Diversity of Sony’s Businesses, Technologies and People

In the 73 years since its founding, Sony has evolved into a company with a wide-ranging business portfolio that includes games, music, motion pictures, electronics, semiconductors and financial services. Our source of value creation lies in the diversity of Sony’s businesses, technologies and people. While our businesses continue to refine their unique advantages, Sony as a group will accelerate new value creation through greater collaboration between these businesses.

Sony Electronics’ presence in San Diego was established in 1973 and in 2004, deciding to call this seaside city their home for the North American headquarters. In 2009, management sourced local talent to design and build the new office in Ranch Bernardo. The LEED certified skyscraper is a staple and visible on any drive on interstate 15. Over the years, Sony Electronics now shares the building with branches from sister companies such as Sony Interactive Entertainment, Sony Music, Sony Pictures and Sony Corporation of America.

Technology is indispensable to all of Sony’s businesses and the key component to accelerate and generate global synergy. Sony’s technical strengths include; audiovisual, image sensors, robotics and AI, with clear linkages to Sony’s electronics’, games, motion pictures, music and financial services businesses. In addition, this deep ecosystem helps build a network of community around these strengths.

Sony is the number one global imaging applications provider. CMOS image sensors are not only indispensable in image capturing and content creation, but they are also key devices for the future in areas such as the Internet of Things (IoT), artificial intelligence (AI) and autonomous driving. Sony uses the technologies we have accumulated over many decades as a source of competitiveness, a key evolutionary direction and as a growth opportunity to embed AI into Sony’s CMOS image sensors and realize Edge AI, or “intelligence at the edge.”

For several years Sony has been a hub for attracting top tier talent and tomorrow’s change-makers earning awards and designations such as a Great Place to Work, The Human Resource Index, and Best & Brightest. The main attraction for talent is Sony Electronics drive for innovation right here in San Diego. Sony Electronics is dedicated to making a difference in the local community through different corporate social responsibility partners and programs and through green initiative which help provide an opportunity to improve lives through technology and create a better tomorrow.


Sony’s dedication to creating a better world was part of the founding of Sony’s Corporate Social Responsibility philosophy. “It is the core corporate responsibility of Sony to society to pursue its corporate value enhancement through innovation and sound business practices and contribute to developing a sustainable society. We will all give due consideration to the impact of our business activities on the interests of our stakeholders including shareholders, customers, employees, suppliers, business partners, local communities and other organizations”.

Sony’s dedication to creating a better world was part of the founding of Sony’s Corporate Social Responsibility philosophy. “It is the core corporate responsibility of Sony to society to pursue its corporate value enhancement through innovation and sound business practices and contribute to developing a sustainable society. We will all give due consideration to the impact of our business activities on the interests of our stakeholders including shareholders, customers, employees, suppliers, business partners, local communities and other organizations”.

In order to ensure that Sony remains a meaningful presence in the world, and that all employees are aligned in the goal of generating value from a long-term perspective, the company defined its Purpose as “To fill the world with emotion, through the power of creativity and technology.” It also defined the Values that support that Purpose: Dreams & Curiosity, Diversity, Integrity & Sincerity, and Sustainability. Together, these comprise “Sony’s Purpose & Values.


Sony’s unwavering commitment to society goes back to our beginnings. Today the world is changing dramatically, and growing ever more complex. Sony will continue to take a long-term view of their business with a strong commitment to creating sustainable social value, in addition to generating economic value as a global company. Sony’s long-term management approach is underpinned by strong corporate governance. Moreover, Sony will utilize its strengths in terms of its diverse business portfolio, technology and people to create value that enriches people’s hearts by delivering emotional experiences; helps creators to realize their dreams; and contributes to society through the delivery of safety and reliability. Sony continues to lead various sustainability initiatives, recognizing that Sony’s existence depends on a healthy environment and society.

Their commitment extends to helping our local communities, investing in the education of children, supporting the arts and culture, helping disadvantaged youth, protecting and improving the environment, and providing necessary support when large-scale disasters strike. In response to the COVID-19 pandemic they established the “Sony Global Relief Fund for COVID-19” a 100 million US dollar fund to support those around the world affected by the COVID-19 virus. Through this fund, Sony provided support in three areas: assistance for those individuals engaged in frontline medical and first responder efforts to fight the virus, support for children and educators who must now work remotely, and support for members of the creative community in the entertainment industry.

Sony Electronics works with a range of CSR partners globally, nationally, and locally here in San Diego. Boys and Girls Clubs of America and the Boys and Girls Club San Marcos Teen Tech Center. The center is a lab for youth to learn necessary STEM and creative skills for tomorrow’s workforce. President and COO, Mike Fasulo, is passionate about the partnership with the Boys and Girls Clubs and for years has been the co-chair of the Pacific Military Youth Of the Year, a program that honors youth in military families. Sony Electronics also partners with institutions and schools such as Our Lady of Peace, Orange Glenn High School, and youth filmmaking program Film2Future. In addition, Sony employee groups work with local non-profits like I Love a Clean San Diego, Wounded Warrior Project, and Meals On Wheels.


Road to Zero with SORPLAS

Sony pioneered the development of SORPLAS™ – a plastic resin made of recycled plastics that can be recycled repeatedly. SORPLAS contains up to 99 percent recycled plastic from sources such as optical discs and water bottles, combined with less than one percent of a Sony-developed proprietary flame retardant. Even though SORPLAS is made from recycled plastics, its excellent structural strength is not degraded through the recycling process and it can be crushed and re-pelletized for use, again, in brand new products. As of March 1, 2020, Sony uses SORPLAS in components of more than a dozen TV models, including the Z8H series 8K LED TVs, A8H series 4K OLED TVs and X950H series 4K LED TVs, as well as various cameras, camcorders and other consumer devices.

From materials sourcing, product design and product manufacturing to disposal of unwanted products, Sony is looking at the entire product lifecycle to spur change and push to have a sensible circular path in which repurposing, reusing and recycling is standard. This philosophy is part of Sony’s broad commitment to environmental sustainability through its global environmental plan, the Road to Zero, which strives to achieve a zero environmental footprint throughout the lifecycle of Sony’s products and business activities by 2050. For more information on Sony’s commitment to sustainability and worldwide environmental activities, please visit http://www.sony.net/eco.

Coding and Education with KOOV

Perfect in the classroom or at home, KOOV is a comprehensive coding, robotics and design kit meant to be a one stop shop solution for STEAM education with everything needed to start building robots no matter what the skill level or understanding. KOOV is based on the open source Arduino platform, so students can easily take the skills they learn into other projects. Innovative in the way it blurs the lines between learning and playing, KOOV stimulates creativity helping to develop 21st century skills such as critical thinking, collaboration and communication preparing students for the modern demands of university and employers across the globe.

Children and educators have access not only to great resources, course material and guided learning in the KOOV app but also to an international community of KOOV users which allows them to share their own creations, code and ideas — all within a secure space that’s well-supervised, student-friendly and incredibly collaborative providing unlimited possibilities. New for 2020, Sony has announced their first Annual KOOV Challenge for US students. Students and KOOV users all over the contiguous United States will have the opportunity to have fun, think critically, express their creativity using their coding, robotics and design skills, and collaborate with their peers in this contest to win prizes and further their knowledge in STEAM. There is no fee to participate and students (grades 3 through grade 8) may participate online in the KOOV App and/or in person at Sony’s San Diego headquarters.


As a pioneer in the social robot space, Sony first introduced the robotic puppy companion aibo in 1999. The latest aibo design is the sixth generation and unlike previous generations, pairs cutting-edge robotics with new, cloud-connected artificial intelligence (AI) algorithm and advanced image sensors, giving aibo the ability to create a unique personality – no two aibos are the same because of this. As aibo interacts with people over time, it develops its own unique personality through everyday interactions, enabling it to remember what actions make its owner happy, which helps to form a deep bond with members of the household.

Whether someone is enamored by advanced technology, has interest in experiencing AI/robotics in action or if they are looking to add pet companionship to a lifestyle that otherwise wouldn’t allow for it, Sony believes aibo serves as a vehicle to inspire joy and provide entertainment in people’s day to day lives. In addition, Sony has added a new a web-based Application Programmable Interface (API) with both a Visual Programming feature allowing beginners to easily program a variety of actions for aibo and a more advance Developer Program will enable to user to create new applications and experiences for aibo. aibo is excited to now have an open platform through the launch of its SDK software developer.



Home Entertainment and Sound – Finding Calm in the World’s Chaos 

Sony Electronics North America, headquartered right here in San Diego, has a long history of developing revolutionary audio technologies that fill the world with emotion by creating new music experiences. In 1979, Sony introduced the WALKMAN®, which changed audio as we knew it by offering music on-the-go. Now, more than 40 years later, Sony continues to challenge and change the way the world experiences sound. In some of Sony’s newest headphones, you’ll find its industry-leading noise cancelling technology. Sony’s proprietary HD Noise Canceling Processors QN1 and QN1e dramatically improve sound quality, whether you’re listening to music, a podcast or your favorite movie.

They also feature Dual Noise Sensor technology that captures ambient noise with dual microphones and then pass the sound data to the processor to cancel the noise. This technology helps reduce airplane noise, subway clanging, your chatty coworkers and other daily background sounds. Noise cancelling offers an escape from daily chaos so you can experience and appreciate your favorite sounds – whether it be an inspiring melody or dramatic movie scene. Sony’s 1000X headphone family is its pinnacle example of noise cancellation. WH-1000XM3, the third-generation over-ear headphone in the family, is an award-winning product that offers a premium sound experience, extended battery life and smart features. It’s sibling, the WF-1000XM3, is Sony’s truly wireless model, offering a lighter way to experience noise cancellation on-the-go without the nuisance of wires.

Both models are jam packed with smart features, to offer the convenience the world continues to crave. For example, the WF-1000XM3 earbuds include “Wearing Detection,” which will automatically pause what you’re listening to when the headphones are taken out, and resume playing when the headphones are put back in. Adaptive Sound Control, another smart feature, automatically detects your activity, whether you’re travelling in an airport, walking on a crowded street, or sitting in a quiet area, and optimizes the sound to suit the setting. Ambient Sound mode also helps you tune in for a quick conversation or to hear announcements – giving you the option to hear and interact with your surroundings when you want. Sound – which is synonymous with the word Sony – continues to be of peak importance as we develop today and tomorrow’s technologies. Offering our customers an audio experience that captures the creator’s true intentions brings them closer to the artists, podcasters and directors they love the most.



Autonomous Driving with Vision-S

On January 7 at CES 2020 in Las Vegas, NV, Sony announced its pursuit of safety, comfort, and entertainment in mobility with the new VISION-S. The first prototype vehicle of “VISION-S” was showcased at the Sony booth. The vehicle is a demonstration of the forthcoming self-driving era, the foundation of comfort will be supported by safety and security: the ability to take precautions far more thoroughly, more carefully and faster than humans. Vision-S has a total of 33 automotive grade sensors, including Sony’s leading CMOS sensors, ToF, and LiDAR. The prototype aims to deliver Sony’s own technology, a full entertainment experience with 360 Reality Audio in the speakers built into each seat, and intuitively operated panoramic screens. The VISION-S Prototype also comes with AI, 5G, and cloud technologies with the aim of continuously updating and evolving the car’s functionalities. Developing cutting-edge technologies for secure driving and creating in-car entertainment, Sony will contribute the evolution of mobility.


Learning from Photography Pros in Vacation Mode – alphauniverse.com Personal growth vacations are all the rage these days as people young and old increasingly use their free time to explore personal interests, such as photography. While traveling to exotic locales and capturing images has always been in vogue, electronics pioneer Sony has innovated the vacation experience that combines adventure travel with mentorship from professional photographers. The company’s annual “Kando” trip hosts a colorful assortment of photography enthusiasts, storytellers and creators as they travel to beautiful destinations and practice their craft.

Kando is a Japanese term that roughly translates as “the power of emotional connection” – a concept that Sony says is core to its philosophy. The most recent Kando Trip took a group of photography enthusiasts to Sunriver, Oregon. The resort grounds were impeccable, horses roamed the land, small planes landed on a picturesque landing strip, and guests could see the snowy mountains in the distance. In this unspoiled landscape, they participated in workshops under the guidance of leading photographers, filmmakers, educators and social experts. Pulitzer Prize winner Brian Smith and acclaimed photographers Bob Krist and Katrin Eismann were among the legion of mentors who helped guide and engage participants in learning new ways to capture their experiences via photography.

Like other soul-inspiring adventures, Kando Trip eschews classroom learning to give participants a hands-on experience in a real-world environment. The lessons were not just technical, but also challenged Kando Trippers to see the world differently through creative photo composition. They learned clever lighting techniques, how to shoot aerial and underwater photographs, and tips for capturing the moonrise in a way that brings the landscape to life with unique color, soft light and deep shadows.

They also learned how to send images from their Sony camera featuring state of the art CMOS image sensors directly to a smartphone using Sony’s Imaging Edge app. These are skills and capabilities that enable participants to take better photos in their daily lives and share their important life moments with others. By combining adventure travel with photography skills development, Sony has captured lightning in a bottle. This year’s Kando Trip 2019 was their biggest event yet. Where will next trip take place? Sony hasn’t revealed details, but wherever the location, the combination of beautiful surroundings and professional mentorship is certain to create some new photography enthusiasts.

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