Concept description – A portable device to listen to high quality audio aimed for outdoor use. (Aimed for walking, cycling) End user desire – Favourite music outdoor – High quality – Listening alone (or with 2 people) – Expressing yourself Sony Walkman
18 Versions of Walkman 1. 1979 Name: Sony Walkman SRF 35-W Characteristics: Cassette based walkman 2.1981 Name: Sony WM-1 Characteristics: lighter, supported metal tape. Attention to design and sound quality. 3.1983 Name: WM-20 Characteristics: got AA batterythe cassette was placed horizontally, size is small. 4.1984 Name: Sony discman D-50 Characteristics: Uses CDs.
Versions of Walkman 5.1985 Name: WM-101 Characteristics: got a rechargeable battery. Had weight of 200gr. 6.1989 Name: Sony GV-8 Video Walkman Characteristics: It played video 8 format videos. 7.1990 Name: TCD-D3 Characteristics: used DAT-cassettes & lightweight 8.1992 Name: NT-1 Characteristics: digital micro-recorder using ultra compact tapes.
Versions of Walkman 9.1996 Name: MZ-E50 Characteristics: smallest and lightest walkman. 10.1999 Name: D-E01 Characteristics: featured a skip-free playback mechanism. 11.2001 Name: Sony Minidisc MZ-N1 Characteristics: plays Minidiscs: miniaturized CDs. Featured high-speed transfer music data from PC to Walkman. 12.2003 Name: NW-MS70D Characteristics: featured Duo memory stick, 256MB flash.
Versions of Walkman 13.2004 Name: Sony Walkman NW-HD1 Characteristics: 30 hours of playing music. 14.2005 Name: NW-A3000 Characteristics: first Sony walkman which supported MP3 files. 15.2005 Name: Sony Walkman XDR-M1 Characteristics: he could receive Digital Audio Broadcast 16.2006 Name: Sony Walkman NW-HD3 Characteristics: hard disk based walkman.
Versions of Walkman 17.2008 Name: Sony NW-A800 Characteristics: MP3 player combined with video. 18.2008 Name: Sony Ericsson W900i Characteristics: MP3 integrated in mobile phones under the brand name Sony Ericsson
Competitors Philips JVC Panasonic (also cooperation) Toshiba Apple (iPod) Sears JC Penny Radio Shack
Market Share 1970-1978 Sony looses market share (Toshiba & JVC improved Sony’s technologies) 1979-early ’80 Sony got real competitors like Sears. Due to new innovations like increasing the sound quality Sony came back in the market 1983 Walkman becomes hype and Sony’s market share increases a lot 1985 Cooperation with Panasonic increases market share again 1992 Sony has 38,5% of the market share. Sony bought the American Colombian Pictures and got 20% of the American market too. 1993 Sony brought the Minidisc walkman. Sony stays in the market. But not that long. 1999 From this year other brands like Apple walk into the market and gained a big market share by their MP3players. Sony’s market share is gone. 2008 Nowadays Sony tries to gain market again by launching new mobile phones with MP3 function.
Functions and selling points 1979 – Fitment of a stereo tape head – Removal of recording button and speaker – Hotline function – Double volume control – Multiple headphones 1981 – All keys released when lid opened – Hotline on headphone – Simple stereo volume control – Attention to Design / Color / Styling – Plastic Belt Holder – Small 1982 – Record TPS-L2 WM-2
Functions and selling points 1983 – Pressed Metal Case – Logic buttons – Remote – Auto-reverse – Dolby B noise reduction – Led for tape direction and battery indicator – Hold Function – Play all kinds of cassettes 1984 – Splash proof – In ear headphones WM-10 WM-7 WM-F5
Functions and selling points 1986 – AM/FM Tuner – A five band graphic equalizer 1987 – Solar charging – Rechargeable batteries 1988 – Alarm Clock – Radio Presets – Mega Bass: Bass Control WM-F107 WM-36 WM-B39
Functions and selling points 1990 – My First Sony: child version – Loudspeaker – Volume limiter 1995 – AMS: Automatic music search – Logic controlled 1996 – Very long battery life WM-3000 WM-EX618