Sony chief Sir Howard Stringer showed off the company’s new
4K home projector during the 2012 International CES in Las Vegas earlier this year
These are dark days for the electronics industry in Japan. Sony Corp. isworking to regain its mojo(and profitability after four straight years in the red), while Sharp, which once ruled Japan’s television market, is now facing a cash crunch that has raised questions about its long-term future.
The opportunities to script a comeback also appear grim. Smartphones are dominated by Apple Inc. and Samsung Electronics Co., the tablet market is ruled by Apple, and the television sector is a dog-fight that leaves nearly everyone awash in losses. So where can Japan Inc. turn to for a hope for brighter days?
One possibility is “4K” technology. The “4K” name refers to the number of horizontal pixels, about 4,000, in the image, which is four-times the resolution of today’s high-definition video. Projectors using 4K technology are already used in many movie theaters, allowing super-sharp images even on a massive screen.
Sony is a leader in 4K technology. It produces everything from the image sensors used in cameras that capture the ultra-high resolution videos to the 4K projectors that display the images. A Sony F65, the world’s first commercial camera that can take 4K video, is being used for the filming of “After Earth,” an upcoming science-fiction movie featuring Will Smith. It will be distributed by – yes you guessed it – Sony.
The company’s executives have said it is currently developing a 4K television although it will not be the first to market with one. Toshiba Corp. uses a 4K display in a glasses-free 3-D television it released last year, but the 55-inch model sells for about 780,000 yen, or about $10,000, in Tokyo.
Similar to how high-definition video helped to spur a new round of television sales, Sony and others are hoping that 4K may provide consumers with new incentive to upgrade their TVs.
Sony Chief Executive Kazuo Hirai has said one of his areas of focus will be to find ways to adapt the company’s most expensive technologies geared for business customers for consumer applications. This also means finding ways to reduce the price of the new technology to a level palatable to the mass market. Mr. Hirai has pointed to 4K as a prime example of his efforts.
Japan’s technology firms have tried this before. In 2010, Sony, Panasonic and others aggressively promoted 3-D displays with the hopes of revitalizing the television market. Even with the growing availability of 3-D movies, the technology received a lukewarm response from consumers. The lack of 3-D content and the need to wear special glasses stunted the growth potential of 3-D. While 4K will not require special glasses, it may need to overcome the same shortage of content problem as 3-D.
[WSJ]
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