2 Sony Walkman Concept description End user desire A portable device to listen to high quality audio aimed for outdoor use. (Aimed for walking, cycling)End user desireFavourite music outdoorHigh qualityListening alone (or with 2 people)Expressing yourself
3 18 Versions of Walkman 1. 1979 Name: Sony Walkman SRF 35-W Name: Sony Walkman SRF 35-WCharacteristics: Cassette based walkman1981Name: Sony WM-1Characteristics: lighter, supported metal tape. Attention to design and sound quality.1983Name: WM-20Characteristics: got AA batterythe cassette was placed horizontally, size is small.1984Name: Sony discman D-50Characteristics: Uses CDs.
4 Versions of Walkman 1985 Name: WM-101 Characteristics: got a rechargeable battery. Had weight of 200gr.1989Name: Sony GV-8 Video WalkmanCharacteristics: It played video 8 format videos.1990Name: TCD-D3Characteristics: used DAT-cassettes & lightweight1992Name: NT-1Characteristics: digital micro-recorder using ultra compact tapes.
5 Versions of WalkmanName: MZ-E50 Characteristics: smallest and lightest walkman Name: D-E01 Characteristics: featured a skip-free playback mechanism Name: Sony Minidisc MZ-N1 Characteristics: plays Minidiscs: miniaturized CDs. Featured high-speed transfer music data from PC to Walkman Name: NW-MS70D Characteristics: featured Duo memory stick, 256MB flash.19
6 Versions of Walkman 2004 Name: Sony Walkman NW-HD1 Characteristics: 30 hours of playing music.2005Name: NW-A3000Characteristics: first Sony walkman which supported MP3 files.Name: Sony Walkman XDR-M1Characteristics: he could receive Digital Audio Broadcast2006Name: Sony Walkman NW-HD3Characteristics: hard disk based walkman.19
7 Versions of Walkman 2008 Name: Sony NW-A800 Characteristics: MP3 player combined with video.Name: Sony Ericsson W900iCharacteristics: MP3 integrated in mobile phones under the brand name Sony Ericsson19
9 Market ShareSony looses market share (Toshiba & JVC improved Sony’s technologies)1979-early ’80Sony got real competitors like Sears. Due to new innovations like increasing the sound quality Sony came back in the market1983Walkman becomes hype and Sony’s market share increases a lot1985Cooperation with Panasonic increases market share again1992Sony has 38,5% of the market share. Sony bought the American Colombian Pictures and got 20% of the American market too.1993Sony brought the Minidisc walkman. Sony stays in the market. But not that long.1999From 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.2008Nowadays Sony tries to gain market again by launching new mobile phones with MP3 function.
13 Functions and selling points 1979Fitment of a stereo tape headRemoval of recording button and speakerHotline functionDouble volume controlMultiple headphones1981All keys released when lid openedHotline on headphoneSimple stereo volume controlAttention to Design / Color / StylingPlastic Belt HolderSmall1982RecordTPS-L2WM-2
14 Functions and selling points WM-71983Pressed Metal CaseLogic buttonsRemoteAuto-reverseDolby B noise reductionLed for tape direction and battery indicatorHold FunctionPlay all kinds of cassettes1984Splash proofIn ear headphonesWM-10WM-F5
15 Functions and selling points WM-361986AM/FM TunerA five band graphic equalizer1987Solar chargingRechargeable batteries1988Alarm ClockRadio PresetsMega Bass: Bass ControlWM-F107WM-B39
16 Functions and selling points 1990My First Sony: child versionLoudspeakerVolume limiter1995AMS: Automatic music searchLogic controlled1996Very long battery lifeWM-3000WM-EX618