Sony Targets Media Applications with Editing Kits and New Stora
Sony's recording media group changed its name again: From Sony Media Solutions to Sony Media and Applications Solutions Company. The arrival of "applications" in the company name is reflected in the introduction at COMDEX of three new EZ Editing Products, the Micro Vault USB-enabled storage media device and a suite of new DVD-RW and DVD+RW recordable media disks.
The company also has retooled its packaging to give the Sony logo top billing, second only slightly to product identity and major specifications. In addition, the packaging is using lifestyle images of how people use the products, rather than simple product shots.
Director of Marketing Joseph Stinziano said the company was developing endcap and display programs with major retailers to promote the new products under the new branding scheme.