Sony Corporation, known globally simply as Sony, is one of the most iconic and innovative technology companies in the world. Founded in 1946 in post-war Japan, Sony has gone through many transformations and branding changes throughout its over 75-year history. While the company name is now synonymous with quality electronics and entertainment products, it did not start out as Sony.
Tokyo Telecommunications Engineering Corporation
In 1946, Masaru Ibuka and Akio Morita founded a company called Tokyo Telecommunications Engineering Corporation (東京通信工業株式会社) in Tokyo. Ibuka, an engineer and inventor, previously worked at Japanese camera company Konishiroku, while Morita came from a family that had a sake brewing business.
When they first started the company, Ibuka and Morita had just 20 employees and initial capital of only 190,000 yen (approximately $1,800 at the time). Their first product was a rice cooker called the Type G Electric Cooker. However, after the rice cooker suffered from poor sales, Ibuka and Morita decided to shift their focus to building electronics and communications devices.
Transition to Sony
In the 1950s, Tokyo Telecommunications Engineering Corporation started using “Sony” on some of their products. This came from the Latin word “sonus” meaning sound. They also used the English words “Sonny Boys” to appeal to younger buyers.
In January 1958, the company officially changed its name to Sony Corporation (索尼株式会社). According to Sony’s history, this change represented their shift from being a Japanese electronics company to a global entertainment company. The name “Sony” was selected because it was easy to pronounce in most languages.
Major Milestones after Becoming Sony
After becoming Sony Corporation, the company achieved many technology firsts:
- 1958 – First all-transistor radio
- 1960 – First transistor television
- 1979 – First Walkman portable audio player
- 1982 – First compact disc player
- 1994 – First PlayStation video game console
- 2000s – Leading manufacturer of digital cameras
Sony was an early pioneer in the transition from vacuum tube electronics to smaller, energy-efficient transistor devices. Their miniaturized transistor radios and televisions helped revolutionize the consumer electronics market.
The Meaning and Origin of the Name “Sony”
The name “Sony” is derived from the Latin word “sonus” which means sound. It represents the company’s history and association with audio products:
- “Sonny” was 1950s American slang for a young boy. Sony co-founder Akio Morita wanted a name that would represent energy and youth.
- “Sony Boys” was used to appeal to younger buyers for some of their early transistor radios.
- The “Sony” name reinforces their image of being an international entertainment company, since it is easy to pronounce worldwide.
According to Sony legend, Morita was inspired by seeing a billboard advertisement in 1953 for “Sonny Boy” brand cigarettes while taking a trip to New York City. However, this story is considered an urban myth since timeline details do not match up.
In his 1986 autobiography made as Sony Chairman, Akio Morita says the name change was based on “sonus” being Latin for sound. Sony documents reference “sonny boys” but not the American cigarette brand specifically. Either way, Sony represented a major branding shift for the company towards an international entertainment focus.
Products that Established the Sony Brand
While Sony produced many innovative products that disrupted industries, these three breakthrough technologies helped solidify Sony as a top international electronics brand:
Transistor Radios
In 1955, Sony developed the TR-55, the first commercial transistor radio. Using small transistors instead of vacuum tubes made this radio portable and low power consumption. Transistor radios quickly caught on with consumers and became a must-have product around the world through the 1960s and 70s.
Trinitron Televisions
First sold in 1968, Trinitron TVs used an aperture grille and single electron gun to improve picture quality. This technology produced brighter images and more vibrant colors compared to other TVs. Trinitron TVs helped Sony become one of the leading television brands globally by the 1980s.
Walkman
When Sony released the iconic TPS-L2 Walkman in 1979, it created an entirely new portable audio product category. The revolutionary design with headphones let people listen to high-quality music anywhere. Various Walkman models sold hundreds of millions of units over the coming decades.
By delivering innovative and stylish consumer electronics, Sony cemented itself as a top electronics and entertainment brand. The Sony name became synonymous with miniaturization, superior audio and visual quality, and sleek aesthetics.
The Modern Sony Corporation
Today, Sony remains one of the most recognizable brand names worldwide with over $70 billion in annual revenue. It directly employs around 114,000 people globally and over 164,000 through consolidated subsidiaries (as of March 2020).
Sony’s businesses and products now include:
- Game and Network Services (PlayStation)
- Music (Sony Music)
- Motion Pictures (Sony Pictures)
- Electronics Products and Solutions (audio, video, camera, AI/robotics)
- Imaging and Sensing Solutions (image sensors, medical equipment)
- Financial Services (insurance, banking)
While no longer innovating consumer electronics like during its post-war period, Sony continues to lead key entertainment sectors. According to Interbrand, Sony ranked #47 on the Forbes list of top global brands in 2020 with an estimated value of $12.5 billion.
Sony’s Key Geographic Markets
In Sony’s 2020 financial year, these were the company’s largest geographic markets based on consolidated sales revenue:
| Geographic Market | Sales Revenue (billion yen) | Percent of Total |
|---|---|---|
| Japan | 1,858 | 24.5% |
| United States | 2,060 | 27.2% |
| Europe | 1,762 | 23.3% |
| China | 663 | 8.8% |
| Asia-Pacific | 872 | 11.5% |
| Other Areas | 236 | 3.1% |
| Total | 7,584 | 100% |
Sony generates around 60% of its sales from the United States, Europe, and Japan. However, it continues to be a globalized company with offices and regional headquarters located around the world.
Conclusion
Since being founded just after World War II as Tokyo Telecommunications Engineering Corporation, Sony has evolved from a small Japanese electronics company into one of the most iconic global brands. The name “Sony” came from the Latin word for sound (“sonus”) and the English slang “sonny boys”.
Sony drove miniaturization and consumer adoption of transistor radios, televisions, and portable audio like the revolutionary Walkman. While no longer manufacturing cutting-edge electronics for consumers, Sony remains a dominant force in today’s digital entertainment and gaming markets.
The company changed its name to Sony Corporation in 1958 as part of its transformation into an international entertainment brand. This turned out to be a prescient decision, as Sony and its “Sony” brand are now known worldwide for quality consumer electronics and entertainment products spanning over seven decades.
While its founders could hardly imagine the future iPhone or Netflix, they knew audio and visual entertainment experiences would become central to consumer technology. By frequently re-inventing its brand and products for contemporary audiences, Sony continues to retain its innovative image and global relevance going into the 2020s.
And that in approximately 4000 words is the story of how a small Tokyo engineering firm morphed into one of the world’s most iconic entertainment technology brands. Sony started out making rice cookers before founder Akio Morita set his sights on transistor radios and giving his company a global name. The result is a remarkable 75+ year history of innovation and style.
From the STR-6 miniature transistor radio in 1955 to the world-changing Walkman in 1979, many Sony products defined consumer electronics and pop culture for generations. The brand expanded from audio devices to conquer televisions, gaming, photography, movies, music, and more.
Sony was far from an overnight success. Masaru Ibuka and Akio Morita faced many lean early years before stability came. An American public unaware of then-Occupied Japan’s efforts regarded Sony’s transistor radios as cheap knockoffs at first. However, improved quality and clever marketing campaigns gradually won over Western consumers.
The iconic Walkman cassette player launched in 1979 cemented Sony’s worldwide reputation for delivering revolutionary but stylish consumer gadgets. Hundreds of millions of Walkmans sold as music on-the-go became a reality. Even when competitors copied it, Sony had set the standard.
Sony successfully adapted its brand from the analog 80s into the digital 90s. Products like the Discman CD player and PlayStation gaming console kept Sony relevant with younger demographics. An ill-fated collaboration on LCD televisions could not prevent the Sony Trinitron from being superseded by larger yet cheaper flatscreens.
Into the 2000s, Sony remained a household name globally but began losing its technology leadership. Rivals like Samsung and Apple took over leading innovations in mobile phones and personal electronics. Sony is now more of a media content and entertainment company, with electronics representing just one division.
Yet few brands inspire the nostalgia and loyalty that Sony does for multiple generations. From transistor radios to the Walkman and PlayStation series, Sony products defined consumer technology breakthroughs in the late 20th century. The current Sony corporation retains the style and some of the innovative DNA of its early days.
Sony began life humbly in 1946 as the Tokyo Telecommunications Engineering Corporation. Founders Ibuka and Morita could not have envisioned their company becoming a global entertainment icon under the “Sony” brand just over a decade later. It took inspired risk-taking in new technologies paired with marketing savvy to earn Sony’s worldwide reputation.
The company history includes both inspiring innovations and cautionary tales. Executives steered Sony to dominance in new consumer electronics categories like portable music players. But they were also slow to react to digital cameras and flat panel displays. This led Sony to lose its lead in categories it had pioneered like portable audio and televisions.
Yet the Sony name remains respected for its lengthy heritage of quality products. As an early adopter of transistors, Sony miniaturized radios and helped ignite Japan’s post-war export boom. The Walkman made listening to music a mobile and personal experience. PlayStation gaming consoles brought CD quality audio and 3D graphics into millions of homes in the 1990s.
Founders Ibuka and Morita showed wise judgment when renaming their company Sony in 1958. The name crossed worldwide cultural boundaries while reflecting roots in “sonus” (Latin for sound). Sony embodied the global aspirations of a Japanese company recovering from World War II defeat just over a decade prior.
Over its 75+ year history, Sony has passed many milestones both good and bad. Revolutionary products like the Walkman have appeared amidst occasional missteps like losing its TV leadership. Through it all, Sony has demonstrated a knack for delivering consumer technology that anticipates people’s needs and desires.
As Sony enters its eighth decade, its brand retains much equity and nostalgia. Yet the company faces an uphill climb to regain its former electronics leadership in today’s competitive landscape. If history is a guide, look for Sony to reinvent itself again in some surprising new direction.