s television business is uniquely positioned to thrive in today's consumer electronicsmarketplace. Other manufacturers have accepted the commodiﬁcation of their wares, focusing onprice points and generic television advertising strategies. The introduction of 3D in their eyes isanother gimmick for pitching technological superiority. We propose that Sony takes advantage ofthis miscalculation and grabs a signiﬁcant lead in consumer mental space by focusing onconsumer enthusiasm generated by experiencing the immersive world of 3D.
Sony is the only company in the space that can create a complete 3D environment using solelyits own equipment and content. That is its largest competitive advantage and needs to beleveraged to the maximum when communicating the value proposition. This needs to be done ona mass scale, with publicity and public excitement.