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Term paper of creativity & innovation
Topic : SONY
By narendra Prasad Sec 17B1A14 Regn no 3020070193
Sony Corporation ソニー株式会社 Sony’s History -- Through The Eyes of the Company’s Leaders
Sony was founded in 1946 by Masaru Ibuka and Akio Morita. The two complemented each other with a unique blend of product innovation and marketing savvy, and formed a company that would eventually grow into a more than $60 billion global organization. In 1950, in post-war Japan, Ibuka and Morita created Sony’s first hardware device, a tape player/recorder called the G-TYPE recorder. Materials were in such high demand that the first tapes were made of paper with hand painted magnetic material applied by Sony’s first engineers. Ibuka was a practical visionary who could foretell what products and technologies could be applied to everyday life. He inspired in his engineers a spirit of innovation and pushed them to reach beyond their own expectations. Ibuka also fostered an exciting working atmosphere and an open-minded corporate culture. In the founding prospectus, he wrote of his wish to build a company whose employees gained satisfaction and pleasure from their work and his desire to create a fun, dynamic workplace. Through Ibuka’s persistence, the magnetic tape recorder evolved from the G-TYPE recorder into the Model P (for "Portable"), which became the company’s first profitable product. In 1953, the company earned licensing rights to the transistor from Western Electric. Ibuka urged his engineers to improve production methods with the goal of creating a consumer product, the transistor radio. In 1955, the TR-55, Japan’s first transistor radio was launched. And, in 1957, Sony released the world’s first pocket transistor radio, establishing a market leadership position for the company. Akio Morita was a true marketing pioneer who was instrumental in making Sony a household name all over the world. He was determined to establish the Sony brand. In fact, he turned down an order of 100,000 radios from Bulova because they wanted the radios to carry Bulova’s name. Morita responded to Bulova saying, "Fifty years from now, I promise you that our name will be just as famous as your company name today." His words could not have been more prophetic.
And it was after Morita’s first trip to the United States that he suggested to Ibuka that the company name be changed from Tokyo Tsushin Kogyo to one that was easily pronounceable and recognizable. The company name "Sony" was created by combining two words. One is "sonus" in Latin, which is the root of such words as "sound" and "sonic." The other is "sonny" meaning little son. The words were used to show that Sony is a very small group of young people who have the energy and passion toward unlimited creation. Video innovation was also a priority for Sony engineers. The road towards building a high quality color television set was quite a struggle, but on October 15, 1967, a new cathode-ray tube was completed. The new color television was named Trinitron® - derived from the word "trinity," meaning the union of three, and "tron" from electron tube. Since its introduction in 1968, the Trinitron television has set the standard for picture quality and design. As a proponent of global localization, Morita familiarized himself with local economies and set up manufacturing plants all over the world. When Sony constructed a Trinitron® color television assembly plant in San Diego, California, in 1972, it became the first Japanese-based consumer electronics manufacturing facility in the United States. Further, without Morita, the world would never have known the Walkman® personal stereo. His excitement and faith in the product’s future success was the true driving force behind its existence. At first, the Walkman was poorly received by retailers. Eight out of ten Sony dealers were convinced that a cassette player without a recording mechanism had no real future. However, the product’s compact size and excellent sound quality attracted consumers and, ultimately, ignited the personal audio revolution. Kazuo Iwama was a detail-oriented person, admired for his scientific knowledge and discipline. He was made president of Sony in 1976, and became thoroughly involved in developing the "charged coupled device" or CCD which paved the way for the camcorder and digital still camera. While he was president, Sony launched the Betamax® video cassette recorder. His tenure ended with his passing away in 1982, but not before the launch of the compact disc player – another Sony innovation that changed the way people listened to music.
Sony acquired CBS Records in 1988 and Columbia Pictures in 1989. employees. customers. and Pearl Jam. (It was launched worldwide in 1995. stylish product design and innovative marketing. Sony was transformed from an electronics company into a total entertainment company through the establishment of the music. Mariah Carey." The premise of the campaign was to provide shareholders. Sony has become the most successful game manufacturer ever. Jumanji. and business partners who come into contact with Sony with the opportunities to create and fulfill their dreams.Norio Ohga was responsible for bringing Sony into the modern age and injecting it with a unique sense of style through product planning.) Software companies were initially reluctant to support Sony’s new format because Nintendo and Sega were already firmly established. Nobuyuki Idei. Sony is on its way to becoming a Broadband Entertainment Company. Idei is credited with reinventing Sony’s business model for the networked society. SME has produced a string of best-selling albums from artists such as Michael Jackson. PlayStation2. most recently. He was responsible for Sony’s image campaign. he was responsible for Sony’s introduction of the VAIO® . Through Ohga’s persistence. the Sony PlayStation® game console was launched in Japan in 1994 with only eight titles. "Do you dream in Sony?" and helped coin the term "digital dream kids. Blockbuster films from SPE include Sleepless in Seattle. played a key role in moving Sony into the digital network era by emphasizing the integration of AV and IT products. pictures and gaming businesses. During his tenure from 1982 to 1995. Bruce Springsteen. Celine Dion. Previously. which today form Sony Music Entertainment (SME) and Sony Pictures Entertainment (SPE) – two of the world’s largest content producers. However. Men in Black and Stuart Little. Sony Corporation’s current President and COO Kunitake Ando is in charge of Sony’s global electronics operation. Air Force One. current Chairman and CEO. with PlayStation and. By complementing Sony’s core competencies with partnerships and collaborations from other companies.
Digital Versatile Disc (DVD) player in 1998. The company has been at the cutting edge of technology for more than 50 years. and the Network Walkman digital music player in 1999. Sony: The Leader in Product Innovation The new millennium is here and Sony has plenty to celebrate. rewind and fast-forward "live" television using a hard-disc drive. the MiniDisc (MD) player in 1992. the world’s first color video cassette recorder in 1971. the PlayStation game system in 1995. . Sony innovations have become part of mainstream culture. a handheld device that lets you store and view photos as well as moving photo. the world’s first all-transistor TV set in 1960. MiniDisc recorders with a digital PC Link to marry high quality digital audio with downloadable music.But Sony is not just the market leader in consumer electronics.personal computer in 1996. DVD/CD multi-disc changers that playback both audio and video. digital cameras that capture pictures on a floppy disk. Digital Mavica camera in 1997. Throughout its history. Sony has demonstrated an ability to capture the imagination and enhance people’s lives. digital network recorders that pause. in the form of great products that people covet. Further. as well as with the company’s convergence strategy. including: the first magnetic tape and tape recorder in 1950. and helped Sony become one of Japan’s leaders in information technology products. the Compact Disc (CD) in 1982. few companies are as well positioned to drive the digital age into homes and businesses around the world for the next 50 years and beyond. The company’s approach – doing what others don’t – has paid off. positively impacting the way we live. Examples include: VAIO notebooks that raise the bar in both form and function. the transistor radio in 1955. Today. CD-R or Memory Stick. and HiScan flat screen TVs that deliver near HDTV picture quality through Digital Reality Creation (DRC) circuitry. Sony continues to fuel industry growth with the sales of innovative Sony products. the first 8mm camcorder in 1985. the Walkman personal stereo in 1979.
Products such as the i. the Internet. 2) VAIO personal computers. computing and telecommunications – is a reality. DVCAM. Sony has always led the market in terms of innovation. Broadband Network Era Sony is a corporation with convergence at its very heart. Sony’s future brand success will be determined by how the company meets the challenges of change. software. storage and media (with the invention of the floppy disk. the company has made considerable inroads in the areas of professional broadcasting (with the creation of the Betacam.LINK® interface and Memory Stick® digital storage media provide greater connectivity between digital devices and will help create seamless home and personal networks. and "mobile networks" that are accessible through mobile terminals." consisting of connected electronic devices. But in a digital networked world. PCs (with VAIO notebook and desktop computers). AIT and DTF drives. HDCAM and 24P formats). Sony’s strategy is focused on four gateways to the networked world: 1) Digital televisions and set-top boxes. now. . with new competitors forming and consumer mindshare up for grabs. Driven by an integrated business model. Sony’s approach is to make it possible for consumers to enjoy various forms of content on both "home networks. and the Memory Stick) and. The convergence of technologies – consumer electronics. the company is well positioned to bring new benefits to consumers by combining hardware. mobile communications (with digital phones and the CLIE handheld).Through research and development. content and services. From a hardware perspective. products will no longer be developed with just hardware in mind.
the Internet is an "e. Select Sony hardware and accessories are also available for purchase in the ImageStation.3) Mobile devices. including the recent launch of SonyStyle. share and manage everything from data and text information. and digital video editing products. Recent examples include updated Open MG Jukebox music management software. share and enjoy digital pictures and video. to digital images. people can "eMark" songs they hear on the radio and locate the information through the site. content. community and connectivity options planned for the near future. MovieShaker and DVGate. The result: New ways to enjoy Sony products. movie clips and music. . e-commerce site for everything Sony. Sony is also giving consumers new reasons to visit the Internet. In the company’s view. Other new service offerings include www. terrestrial. and 4) PlayStation2 game consoles. The service offers free online albums and eCards. By pressing the button on the tiny eMarker device. a new information rich. such as PictureGear. anywhere – no matter whether the content comes from cable.com store.com and www.com helps consumers create. the site will offer a variety of commerce. satellite. Designed to build a closer relationship between Sony and its customers.com. Sony’s vision is to give consumers easy.eMarker. The company’s software strategy includes the development of new audio-visual applications designed to personalize technology.Playground" where consumers can collect.not knowing the title or the artist’s name. ImageStation. such as the CLIE handheld devices and digital phones. packaged media or the Internet. ubiquitous access to entertainment and information anytime. eMarker. keepsakes and high-quality prints in a variety of sizes.com. and members can share their favorite pictures as gifts.ImageStation.com is an online service that puts an end to the most frustrating part of hearing a song on the radio -.
means helping them maximize the power and control found within digital technology." the marketing campaign. Titled "The Walkman Has Landed. integrated marketing campaign to relaunch the Walkman brand in June 2000. Sony celebrates brand diversity -. However. even in this broadband network era. And while traditional brand theory says brand essence should be narrowed down to one element. It’s about bringing to market products that capture the imaginations of consumers and enhance their lives in the process. each connecting with consumers across various lifestyle segments. computer generated worlds. games and music. blending movies. Sony. which. in a broadband network era. VAIO and Walkman sub-brands.with the Trinitron. technology and content to forge a direction in consumer entertainment that no other company can match. Promoting a World Class Brand The phenomenal strength of the Sony brand worldwide is surely a testament to the company’s reputation for producing innovative products of exceptional quality and value.Sony has been at the forefront of the movement to help consumers adopt digital lifestyles. again set its sights on transforming the portable music landscape when it kicked off a comprehensive. which included broadcast. to name just a few. Internet and dealer events/promotions. In the future. print and online advertising. the company that changed the way the world listens to music with the introduction of the Walkman personal stereo. Sony has the brand recognition and marketing savvy to create new product categories and revitalize mature ones. Sony’s vision is not necessarily about refrigerators talking to toasters. Look no further than what the company did with the Walkman brand and for the MiniDisc format. one fact about Sony remains the same: the company’s fundamental philosophy of providing products that are fun to use. Sony has the vision. and grassroots consumer and . look for Sony to create entirely new forms of entertainment.
imagination and creativity in a way that appealed to new techno-savvy. The company knew that it needed to reinvent the Walkman brand for today’s younger. With its inexpensive media and versatility (units are capable of recording Internet music.S." His persona offers Gen Y a bit of humor and a good dose of enjoyment. Brand Value When remarking about the importance of the Sony brand name.public relations components.S. sales have increased by more than 40% since the MD to PC link was introduced. O. make sure the basis of your actions is increasing the value of these four letters. strategically communicated the lifestyle attributes of the Sony Walkman line to generation Y. MD did not become a success in the U. tracks from personal CD collections and favorite songs off the radio)." analog-based cassette technology. In other words. (To many. its primary target market. Additionally. MD Walkman and Network Walkman personal digital audio players. the brand had become generic. the campaign brought together an entirely new product line up comprised of CD Walkman. until it was marketed as a digital music player that could record from the Internet. Norio Ohga: "In April of every year a large number of new employees join the company. Another example of Sony’s ability to reposition itself and its products is found in the MiniDisc. where it has become the dominant recording format. who is "quintessentially diverse and knows how to have fun. The star of the television commercial from the campaign is an alien character named Plato. MD has become a gen Y favorite. or lower its value. representing "older. Y. And what I always say to them is that we have many marvelous assets here. A huge success in Japan. U. when you consider doing something. independence. I tell them. S. you must consider whether your action will increase the value of SONY. more digitally inclined music lovers. N. The most valuable asset of all are the four letters.) Sony promoted a new Walkman ideology based on personal freedom. consider this quote from Chairman of the Board." . style-conscious consumers who favor digital downloading and ripping CDs.
by the 2000 Harris poll.the primary touchpoint with consumers. so the UNEXPECTED can emerge. We invite new THINKING so even more fantastic ideas can evolve. dubbed Being Sony. yet driven by the venture spirit of Sony’s founding days.the company was once again rated the number one brand in the U. customers and consumers. yet hard to live without. Ideas that always surprise and never disappoint. company-wide initiative in the U. We EXCEED expectations. much of the brand equity Sony enjoys is rooted in product innovations. the company’s desire is to leverage the brand beyond the products -. an influx of new employees. Sony. CREATIVITY is our essence. We’re here to pursue INFINITE possibilities. As noted. . the company recently embarked on an extensive. We create things for every kind of IMAGINATION. Products that stimulate the SENSES and refresh the spirit. Or predictable. to ensure the future of its brand.In the minds of consumers. designed to foster a common understanding of the Sony brand among employees. They Help Dreamers Dream Sony is a company devoted to the CELEBRATION of life. the box manufacturer. We take chances. We allow the BRIGHTEST minds to interact freely. while re-examining the unique relationship of the brand in American culture. and converging business opportunities. and EFFORTLESS to use. We help dreamers DREAM. things that are not essential.S. However. INNOVATIONS that are easy to love. Sony executives felt the need to clearly articulate the meaning and values inherent in the Sony brand (to both internal and external constituencies). Despite involvement in disparate businesses. was necessitated because of expansive company growth. and add to the brand’s value by re-focusing it to the outside world. is being replaced by a new Sony – a customer-centric entity centered around broadband entertainment. We are not here to be logical.S. Sony is one of the world’s greatest brands -. In essence. The project.
the Stowaway in the UK and the Freestyle in Australia.Things You Didn’t Know About Sony • • Sony’s first product was a rice cooker Sony establishes its first major overseas operation in New York City (514 Broadway) in 1960 with a capital investment of $500.S. Innovation begin in history Smaller and Smaller . including the Soundabout in the U. Walkman was included in the Oxford English Dictionary Before the Walkman personal stereo became a worldwide brand name. • • • In 1986. it was introduced under a variety of names.000 Sony becomes the first Japanese company in the United States to make a public offering of 2 million shares of common stock in the form of American Depository Receipts (ADRs) in 1961..
"If Sony will develop a new VCR format. Morio's team was given the target of creating a videocassette tape approximately the same size as an audio cassette tape--something that would be easy to carry. who had been transferred from the Television Business Department. it was possible to develop a video camera more compact in size than could be achieved with a traditional image pickup tube design. Iwama submitted a proposal for a new product--a single unit video camera recorder employing a new type of semiconductor called the CCD (Charge Coupled Device). establishing the Project 80 Team and giving it the task of developing a next generation VCR for the 1980s. This was in 1977. Under Kihara. the race to develop the technology fell principally on Minoru Morio. The next generation videocassette should be smaller than the Sony Diary. the fast and furious focus was on technology that enabled smaller and denser recording. Sony began working earnestly to achieve this goal. Kihara wanted Morio to create a VCR half the size of the Betamax in all aspects. and the development of a next-generation format proceeded at a brisk pace. Sony's main research center had been conducting research on this type of semiconductor. so Betamax will seem like something from the past. In the race to surpass both U-matic and Betamax. To this. Ibuka gave employees a new challenge. . "Develop something new." he had said. Ibuka simplified the target in order to make it achievable. Morio and other members of the development team were amateurs as far as VCR technology was concerned. In January 1980. However. in other words as a new "eye" for the video camera . the CCD was being considered as a replacement for the pickup tube. then why not aim for a ten-fold increase in recording density?" Just as he had done during the development of the Betamax. Since the early 1970s. Ibuka asked. This meant the development of a machine oneeighth the volume of the Betamax. When Betamax had first appeared on the market. In early 1979. Their insatiable pursuit of dreams continued. their strength was their ability to not be affected by past experiences. As a result. By incorporating a CCD.The engineers of the 2nd Development Division had little breathing room before facing their next challenge.
The giant leap in technology represented by the new single unit system was obvious. During that time. The Beginning of the Digital Age . After four months of feverish activity. Sony announced the "Video Movie. Additionally. In July 1980." a single unit camera and recorder. known as the 8mm Video Conference. There was an additional reason for holding the press conferences. With the lesson learned from the Beta/VHS episode still fresh in their minds. Sony would develop and promote this new system with other manufacturers in order to avoid the Beta versus VHS battle. The new system comprised of a color video camera employing a CCD and an 8mm wide tape weighing approximately two kilograms. the term "portable video system" referred to a 10 kilogram Betamax VCR connected to a video camera via cable. with Morita and Iwama attending the respective events." Sony had decided to wait five years before launching it publically. Sony. this committee had evolved into a group of 122 companies (which later increased to 127). and Philips formed a committee to draft standards for the 8mm VCR. the videocassette tape was approximately the size of a matchbox and had a recording time of 20 minutes. preparing to commence production once an agreement was reached. JVC. Matsushita. Forging ahead with a product that could be incompatible with others did not meet the needs of the expanding and growing market. press conferences were held simultaneously in New York and Tokyo. In September 1980. By March 1982. Previously. the "Video Movie" was still a "concept product. Progress on finalizing standards was slow but steady. The next four months would involve many sleepless nights and missed meals as the Project 80 Team worked tirelessly to achieve this goal. Hitachi released a single unit camera recorder that was followed by a product from Matsushita in February 1981. In reality. Sony's engineers desperately wanted to incorporate the CCD in the 8mm VCR. and that was to call for the establishment of a common VCR format and request that manufacturers cooperate in developing a universal industry standard. Sony bided time. with Hitachi.In January 1980. Morita and the Sony employees all worked to develop common standards. the first color video camera employing a CCD was developed for use in commercial aircraft.
which was about to be realized by Sony. independently introduced the fruits of their digital research.b. In just a year and a half. At the time. Sony and Bosch G. Ampex. Digitized images would require a far wider frequency band than digitized sound. The project evolved into a major effort with R&D facilities in both Europe and the United Sates also assisting. a movement to establish a universal standard emerged. the DVR-10 (D-2) was introduced. Sony introduced the world's first component digital VTR. the DVR-1000 (D-1). a composite digital VTR. Everyone involved spent days and nights thinking only of digital technology. preaching to them about the coming digital age. Steele who was leading SBC into a successful business expansion in Europe motivated Morizono. Eventually. There are three major broadcasting systems in the world: NTSC for Japan and the United States.H. At NAB in 1979. Digital images theoretically do not lose any quality regardless of the number of dubbings made. in consideration of the benefits to users as well as to manufacturers. opening the door to serve competition for digital VTRs. He persuaded Morizono by insisting that the future was in digital broadcasting. and in 1988."Can the VTR be digitized?" This was the question of many video engineers in 1976. The D-1. the demand of commercial film producers was for a VTR that did not lose image quality when subjected to numerous dubbings. Takeo Eguchi. capable of individually recording luminance and color difference signals. who had studied digital VTR technology at the Massachusetts Institute of Technology (MIT) returned to Japan and joined the development team. The Japan based engineers went to the Sendai plant and had the engineers upgrade the quality of tapes and recording heads. In 1987. product development proceeded. Most people did not think this was feasible.m. had a very high resolution and was endorsed by broadcast stations and video production houses alike. The D-2. which records an integrated . The standardization effort was an attempt to cover all three systems. Once an international standard was established. a year after Hashimoto's team started their research with Morizono's blessing. a digital image was played back on a VTR. Yoshitaka Hashimoto and his group began fundamental research of digital VTRs in March 1977 at the Research Center in Yokohama. Under these circumstances. The actual project was launched in March 1978. PAL for most of Europe and SECAM for countries in the Middle East.
With the help of "RDP". the Sony tape can handle the stress and pressure after repeated use. they have the feature of "HCL High Cross Linkage". replacing the conventional composite analog one-inch VTR. Sony has established a Global Compliance Network comprised of the Compliance Division at the corporate headquarters and regional offices around the world. To this end. The Sony DDS-4 DGD150P cartridge is small in size but it can hold large volumes of data up to 20GB. The torque of the Sony tape is also very low. The Sony DDS-4 tapes are durable and reliable. With the help of this binder. the winding of the tape is done smoothly because the tape reel covered from top and bottom with textured sheets. The Sony tape cartridge is resistant to mechanical shocks. The Sony tape has the feature of "RDP". was widely used as the digital VTR for production and transmission at stations. Compliance Ethical business conduct and compliance with applicable laws and regulations are fundamental aspects of Sony's corporate culture. The "Helical Scan Technology" is used in the Video applications.signal. The main reason that the Sony DDS 4 tape has high storage density is that the new "Helical Scan Technology" is introduced in the DDS-4 tape cartridge.all in order to reinforce the Company's worldwide commitment to integrity and help assure resources are available for employees to raise concerns or seek guidance about legal and ethical matters. and set up Compliance Hotline systems through its Global Compliance Network -. because strong plastic is used to manufacture the lid of the tape cartridge. • • • • Strengthening the Compliance System Sony Group Code of Conduct Internal Hotline System Educating Employees about the Sony Group Code of Conduct and the Internal Hotline System Compliance Monitoring Program (Implementing Compliance Self-Assessments) Crisis Management System Basic Approach and Systems to Exclude Anti-Social Forces Information Security and Personal Information Management • • • • Sony offers the best. adopted and implemented the Sony Group Code of Conduct. innovative and reliable products to its customers. .
Sony also emphasizes collaborative relationship with suppliers in such areas as strengthening technological competence." To fulfill its social responsibilities in compliance with laws. Sony abides by "Sony Supplier Code of Conduct" in collaboration with suppliers. Basic Policy for Selecting Suppliers Suppliers are required to have the following fundamentals to become a partner of Sony. and a stable supply" from numerous suppliers worldwide. competitive prices. Sony strives for environmental management together with suppliers by observing "Sony Group Environmental Vision. Basic Approach to Corporate Social Responsibility (CSR) in Procurement: Sony's procurement policy stresses "fair business practice. "Transparency" means avoiding any arbitrary actions. "Equal opportunity" means providing all suppliers with a level playing field.Sony’s Basic Philosophy of Supply Chain Management Sony manufactures its products in various areas of the world to meet expectations of customers all over the world. . Fair business practices" means conducting procurement activities in accordance with prescribed policies and procedures. transparency and equal opportunity" based on mutual trust and collaboration between Sony and its suppliers. To preserve the global environment and realize a sustainable society. Its policy is to procure parts and materials for Sony products with "high quality. regulations and social standards. To achieve this Sony has the following policies. assuring and improving the quality of parts and maintaining competitive prices.
business ethics and compliance systems throughout the Sony Group. officers and employees of the Sony Group in order to emphasize and further strengthen corporate governance." with which all personnel in the Sony Group are required to comply. Sony selects suppliers of the highest standard with the perspective of "stable and optimal eQCDS+E+T" (explained below). .• • • • A sound financial base Be compliant with laws. The code includes basic policies concerning deals with suppliers such as "Fair Procurement" and "Gifts and Entertainment. Based on these standard criteria. Crucially. companies must also demonstrate management policies and activities designed to realize future competitiveness. regulations and social standards An operational environmental management program Advanced technology needed to contribute to Sony products In addition. What does "eQCDS+E+T" stand for? "e": e-commerce ready "Q": ability to continuously supply items that consistently meet quality standards "C": ability to supply items that are cost competitive "D": ability to deliver items on time and in the required quantities "S": ability to meet expectations for providing a broad range of services "E": Initiatives to reduce the environmental impact of items supplied to protect the global environment "T": Superior device technology that contributes to creating stronger products Compliance with "Sony Group Code of Conduct" in Business In May 2003. not just evidence of a past or current competitive edge." which sets forth the basic internal standards to be observed by all directors. Sony adopted the "Sony Group Code of Conduct. a decision will be made globally as the Sony Group.
in addition to the Electronics Group companies in the America's Region. the document has been translated into 26 languages. Sony Group Code of Conduct In May 2003. The Sony Europe. the Sony Pictures Entertainment Group. Sony also participated in the formulation of and observes the standards outlined in the Charter of Corporate Behavior of the Nippon Keidanren (Japan Business Federation). the United Nations Global Compact and the United Nations Universal Declaration of Human Rights. East Asia and Pan-Asia Offices are responsible for the Electronics Group companies in their respective regions. the Sony Computer Entertainment Group. This Code of Conduct sets out. It has been adopted and implemented by each Sony Group company globally as its own internal code of conduct and is the subject of frequent "tone from the top" messaging and other training. in addition to the Electronics Group Companies in Japan. safety of products and services. Sony Group Code of Conduct OECD Guidelines for Multinational Enterprises United Nations Global Compact United Nations Universal Declaration of Human Rights . and Sony Financial Holdings. officers and employees of the Sony Group in order to emphasize and further strengthen corporate governance. Sony adopted the Sony Group Code of Conduct. The Japan Office is responsible for Sony Corporation. in addition to legal and compliance standards. The Sony Group Code of Conduct reflects principles set out in the Organisation for Economic Co-operation and Development (OECD) Guidelines for Multinational Enterprises. an alliance of Japan's leading corporations.*3 The Americas Office is responsible for Sony Corporation of America. the Sony Group's basic policies concerning ethical business practices and activities on such topics as respect for human rights. To date. and the Sony Music Entertainment Group. business ethics and compliance systems throughout the Sony Group. environmental conservation and information disclosure. which sets the basic internal standards to be observed by all directors.
and to allow the Sony Group to respond swiftly to potential risks of such possible violations. results of investigations. The Sony Group Compliance Hotline system is available worldwide. and updates on the operation of the system are reported to senior management and the Audit Committee. Callers who report issues in good faith will be protected from any possibility of retaliation. The Sony Group Compliance Hotline system is directly linked to the Corporate Executive Officer in charge of Compliance and is operated independently from the ordinary line of command. Sony also established the Sony Group Compliance Hotline system as a resource for employees to report concerns or seek guidance about possible violations of laws or internal policies. .Nippon Keidanren Charter of Corporate Behavior Internal Hotline System With the adoption of the Sony Group Code of Conduct. Summaries of hotline calls.
Educating Employees about the Sony Group Code of Conduct and the Internal Hotline System To ensure that all employees understand the importance of the Sony Group Code of Conduct. information management and possible conflicts of interest. work environment. All contacts received are investigated for the purpose of verification and appropriate action. In certain cases. . labor. Sony Group executives and senior management with a certain level of authority are annually requested to submit a certification stating that they understand the importance of ethical behavior and the need. as well as implementation of online and class room training. these contacts have led to a review of internal procedures and the strengthening or enforcement of internal rules. as well as to promote use of the internal hotline system. regulations and internal policies. Sony Group companies inform their employees about the Code and the internal hotline system on an ongoing basis through the dissemination of e-mails. Sony Group senior management informs executives and employees about these topics through ongoing dissemination of e-mails. to communicate the importance of ethics and compliance with applicable laws. in their role as managers. the Sony Group received approximately 300 hotline contacts covering issues primarily relating to employment.During fiscal 2009. Further.
Crisis Management System One aspect of risk management is the proper handing of crises if and when they arise. Sony's crisis management and business continuity activities predominately occur at the business and operational level closest to the events the Company may encounter. periodic self-assessments by key Sony Group Companies. Sony has established a Group crisis management procedure to enable a swift and organized Group-wide response to crises as needed. Compliance Monitoring Program (Implementing Compliance Self-Assessments) A compliance monitoring program helps to assure thorough global adherence to the Company's Code of Conduct and internal policies. Since some events can have a significant impact on the entire Sony Group as a whole. and/or postings on the company's intranets In addition to these initiatives. awareness and training efforts. The Regional Compliance Officers evaluate the results of the self-assessments and report the results to the Corporate Executive Officer in charge of Compliance. The Regional Compliance Officers also identify measures to address any reported issues and provide relevant instruction and supervision to Sony Group companies in their respective regions. Sony will continue to promote a thorough Group-wide understanding of the importance of the policies and values set forth in the Sony Group Code of Conduct. the Sony Group provides education and training sessions that use e-learning and other approaches presenting real-life examples to impart more in-depth expertise regarding business ethics and individual aspects of the Sony Group Code of Conduct that are crucial to compliance by the Sony Group. feature articles in internal newsletters. These include fairness in competition and business dealings. and the prevention of discrimination and harassment in the workplace. posters. crises are evaluated and classified into three levels to ensure dynamic and appropriate responses. and compliance and internal audits. Key Sony Group companies worldwide periodically undertake compliance selfassessments.booklets. and the proper preparation for such crises. Under this system. which involve self-inspection of enumerated compliance-related activities and detailed reporting. The framework for monitoring the compliance program consists of reports received through the internal hotline system and from Regional Compliance Officers. Level 1 is defined as a crisis with . wallet cards. Through ongoing communication.
As a part of this effort. Level 3 is a crisis that the Corporate Executive Officer in charge of the subject area determines may be resolved within his/her authority. organized crime) that threaten to disrupt the order and safety of our community and endeavor to prevent or eliminate any relationship with anti-social forces.. supplemented by antimoney laundering "Know Your Customer" procedures and training.the possibility of significant impact on the Sony Group. and will be handled under the direction of the CEO. Sony has established an organization charged with developing. along with Sony's internal hotline system to encourage its personnel to report concerns or raise questions about possible violations of laws. Basic Approach and Systems to Exclude Anti-Social Forces Sony strives to comply with all applicable laws. Sony maintains strict anti-money laundering policies. In addition. Sony's frequent messaging and ongoing training of all its personnel on the Sony Group Code of Conduct help ensure that its corporate ethics are understood and observed throughout the Sony Group.e. Information Security and Personal Information Management Sony has established the Sony Global Information Security Policy and its related subordinate rules. Sony personnel strongly oppose anti-social forces (i. which set forth Sony's commitment to information security and define policies to be followed by all Sony personnel. regulations and internal policies and to conduct its business activities in an honest and ethical manner. This organization coordinates with individuals responsible for information security at Sony Group companies globally to create an effective Group-wide information security management . but still has the possibility of widespread impact within the Sony Group. regulations and internal policies. the Sony Global Information Security Standard. should help prevent or eliminate relationships with anti-social forces. and the possibility of serious negative impact on the business of the Sony Group or its reputation. Level 2 is a crisis that is determined not to be Level 1. and will be addressed by a crossfunctional committee composed of headquarters executives relevant to the issue. maintaining and implementing this policy. These policies and measures.
Sony Initiatives To strengthen its governance structure beyond legal requirements. The main provisions are as follows: separating the roles of the Board chairperson/vice chairperson and Representative Corporate Executive Officers. and to advance the proper functioning of the statutory committees. limiting the number of terms of outside Directors. Sony Corporation includes several provisions in its Charter of the Board of Directors to ensure the separation of the Board of Directors from the execution of business. .
Sony's social contribution projects offer a uniquely Sony approach. . CSR Enlightenment Sony is engaged in a variety of efforts in line with its belief that a solid in-house organization and a high level of employee awareness is essential to ensuring the effective coordination of its CSR initiatives. at least one Director of the Compensation Committee be a Corporate Executive Officer prohibiting the appointment of the CEO or COO of the Sony Group (or persons in any equivalent position) to serve on the Compensation Committee. and discouraging the concurrent appointment of Audit Committee members to other committees. that is. film showings and other activities designed to enhance awareness of each individual's obligations to society. whereby employees are encouraged first to learn about CSR. suggesting that. as a general rule. setting forth qualifications for Directors for the purpose of eliminating conflicts of interest and ensuring independence. raising the minimum number of Nominating Committee members (five or more) and requiring that at least two Directors of the Committee be Corporate Executive Officers. appointing chairs of statutory committees from the ranks of outside Directors. Encouraging Awareness Recognizing the importance of raising employee consciousness with regard to the effective promotion of CSR. disseminates pertinent news and stages the CSR Forum. an employee volunteer-driven organization that contributes to society while at the same time encouraging employee involvement. second to participate in CSR activities and third to incorporate CSR into their day-to-day work. Sony provides employees with essential training to facilitate the sharing of information. featuring lectures by invited experts. Sony offers a variety of educational programs based on a three-level approach.
Employee Participation Sony believes that employee participation is crucial to ensuring its social contribution activities are truly meaningful. . underscoring Sony's desire to promote multi-level engagement. Sony also offers instructor-led training sessions aimed at management. community projects and/or other activities. strive constantly to deepen their understanding and then to participate in fundraising initiatives. Accordingly. Sony encourages employees to be aware of social issues. to lead workshops for local students and children. this monthly newsletter reports on CSR-related awards and recognition received from outside agencies and on CSR-related trends. for example.CSR Training and Information Distribution CSR training for new employees focuses on instilling know-how and introducing Sony's CSR program. Volunteer Systems for Employees Fund-raising initiatives Matching gift programs Fund-raising initiatives Donations in kind Design Sony pursues a variety of design-based initiatives that help solve problems faced by society and take user diversity into consideration. In addition to detailing Sony's CSR activities. Sony publishes the CSR Update. Employees with a particular expertise or specialization are encouraged. To enhance the expertise of both employees and management.
The devices provide children with new experiences. making it easy to open and possible for customers to recycle immediately after opening. designers are expanding efforts to create sustainable packaging by considering. A sustainable package redesign project resulted in the development of a brand-new slim carton for the VAIO™ NW series. At the Eco-Products 2008 exhibition. which Sony proposed and developed. a sense of social consciousness. held in December 2008. The designers in charge began by verifying the relationship between packaging and customers and. ecological values and inspiration. turning cranks and using the body to generate energy while playing."odo": The Concept behind Sustainable Design "odo" is a design concept model group of devices. as well as to minimize the size of and volume of materials used in the carton. by having fun moving parts. the Sony booth featured new "odo" devices and a workshop where children could try these new devices out. launched in fiscal year 2009. children offer their creativity. In return. Keeping the consumer's perspective firmly in mind. after reviewing the results of this process. Sustainable Packaging Packaging policies have been a key facet of Sony's environmental initiatives for some time. among others." which enhances its value even more. how packaging be made more conducive to appropriate management after use and how it can make unboxing a new Sony product an exciting and satisfying experience. They are an invitation to enjoy a new level of interaction with devices. powered by kinetic energy. . resolved to employ environmentallyconscious materials. curiosity and energy to "odo.
there were no precedents.Green Procurement Sony sees global environmental conservation as one of the most critical issues for humankind in the 21st century. When problems emerged. as a good corporate citizen. Because these materials had never been used before. New Walkman launched by Sony in 2002 was the world's first product with a casing made from vegetable-based plastics. Polylactic Acid---Weak. the beauty and advanced potential of OLED was what led me to strive for commercialization of this technology. How were these vegetable-based plastics developed? We asked one of the engineers involved to talk about the background of these materials and the challenges encountered on the path to their development. but the process leading up to its use in actual products. The most difficult aspect of our work on this product was not the development of the vegetable-based plastic. Low Power Consumption the First Development Goal The development of fundamental technologies supporting FeliCa began in 1988 after a major logistics firm approached Sony to develop an IC card system that would make the automatic sorting of packages a reality. Initially the developers decided to create a system that would use . and everything depended on the efforts of the development team. Fragile. works aggressively to conserve the environment and create a sustainable society. Challenges faced by sony during their innovations: Achieving Highly Advanced Picture Quality Meant Mastering the Toughest Method The development of OLED was a series of challenges and discoveries. Sony. Difficult to Mold Sony has been a pioneer in the development of plastics made from vegetable-based materials and has led the electronics industry in the use of vegetable-based plastics to manufacture product cases. Ultimately. our product developers had many doubts and concerns.
we wanted Sony to maintain its leading role in the advancement of optical disc technology. and the commercial development of Blu-ray products would not have been possible without this core component device. The project involved Sony. It was a difficult decision to abandon development of the materials that we had previously been researching. the first product to incorporate Blu-ray technology. the Cell Broadband Engine™ used in PLAYSTATION 3 also embodies an ambitious vision of a chip that can be used in a wide range of other fields. The sorting system would read these IDs and sort packages by destination. It resulted from a collaborative development project based in Texas. with talented engineers from each of these four companies working around the clock to develop the new chip. Sony changed its development strategy after Nichia Corporation succeeded in developing a gallium nitride semiconductor laser with a shorter wavelength. Short-circuiting Caused by Sub-Micron Particles Equipped with the 35mm full-size CMOS sensor providing 24. IBM and Toshiba. Sony Computer Entertainment. he adoption of the FET approach in analog circuitry was a major step forward to the practical implementation of the FeliCa concept. A Difficult Decision Initially Sony tried to develop a semiconductor laser using materials based on zinc selenide. However. However. and we saw this as the best decision in terms of ensuring that Sony would be the first to develop next-generation products based on BD technology.6 effective megapixels. Sony was able to complete development of the laser within a very tight schedule in time to start the mass-production of millions of PLAYSTATION 3 consoles. We asked one of the lead engineers on the Cell development team to share his recollections about the project. A Design Philosophy as the Starting Point for Development In addition to its vast processing power. This camera was developed to meet the demands of photographers who want to take pictures with the same . the α900 is Sony's flagship model for its α Series digital single lens reflex (DSLR) cameras. A Key Component Device in Optical Disc Systems Blue-violet semiconductor lasers are used to read digital signals from Blu-ray discs. Thanks to determined efforts by its engineers. and in 1996 we succeeded in maintaining continuous oscillation for 100 hours.wireless technology to transmit unique IDs assigned to each package.
a type of marketing that allows it to support the efforts of NPOs through marketing efforts for its products and services. by making use of a wide range of techniques linked to their sales and business activities. "Solar-bear": An Example of Cause-Related Marketing The companies of the Sony Group support the efforts of the Solar Bear Fund. Mercury as a Panacea In 2004. In addition to providing direct support to the Solar Bear Fund.focal length and angle of field as can be achieved with 35mm film cameras. Sony also announced the development of a mercury-free alkaline button battery. rechargeable batteries and battery chargers.35 times the area of an APS-C size CMOS sensor. and of encouraging its customers to participate in such activities. The imaging element has approximately 2. a task that other manufacturers had dismissed as impossible. empowering photographers to create images with enhanced definition. The creators of this enlarged cuttingedge sensor had to overcome many challenges on the road to its development. Sony succeeded in developing a mercury-free silver oxide button battery. The CMOS sensor built into the α900 gives this camera the ability to capture subjects in minute detail. Sony launched a campaign whereby it displays "Solar Bear" characters on packaging for its retail batteries. which uses the proceeds to install solar power generation units at kindergartens and nursery schools. this ongoing initiative enables Sony . In March 2008. Five years later in 2009. a Japanese NPO established to promote the prevention of global warming and environmental education for children. We asked Masatsugu Shiota---a Sony engineer involved in these initiatives---to talk about his experiences in developing these batteries. We asked one of the engineers who worked on the sensor about the difficulties involved. Sony donates a portion of the revenue generated from the sale of these products to the Solar Bear Fund. Innovation for sustainability: Marketing: With the aim of using its business activities to increase public awareness of efforts to resolve social problems. Sony participates in cause-related marketing.
Sony Corporation unveiled "3D world Created by Sony" (hereafter "3D world"). For each 100 kilometers the actual result is below the estimate. at Nelson Mandela Square (Sandton City) in celebration of the first ever FIFA World Cup™ to be produced in 3D.to capitalize on the visibility of Solar Bear characters in retail settings to encourage consumer understanding of environmental issues. initiated a program in collaboration with the Solar Bear Fund aimed at installing solar power generation equipment at kindergartens and nursery schools. Policyholders whose actual distance driven is below the distance initially estimated are considered to have contributed to environmental conservation. which is based on estimated distance driven in a year. when policies are renewed. In fiscal year 2009. a premium 3D experience pavilion featuring a 280 inch 3D LED screen and 240 seats. Carbon-Offset Investment Trust In an initiative aimed at mitigating greenhouse gas emissions. donates to the Japanese government greenhouse gas emissions rights it has purchased on behalf of customers whose holdings in funds that make up its carbon-offset investment trust exceed a specified amount. which uses this money to install solar power generation equipment at kindergartens. Sony Assurance donates 1 Yen to the Solar Bear Fund. Sony Bank Inc. Sony Assurance Inc. . In 2009. The program capitalizes on the method Sony Assurance uses to calculate automobile insurance premiums. the Bank purchased 2. Some recent innovations at Sony "3D world Created by Sony" 3D Experience Pavilion Opens in South Africa. This system enables customers to participate in an environmental preservation activity while Sony Bank manages their investments.200 tons of emissions rights for investments in three eligible funds. Bringing together Sony's state-of-the-art 3D technologies South Africa .
a hybrid transmission technology which facilitates both data and power transmissions through a single cable. joined Google (NASDAQ: GOOG) on stage to announce their support for Google TV. Sony aims to promptly implement this technology to improve design flexibility. . together with Best Buy. ushering in a new category of devices for the living room. Conventionally. audio and control signals as well as the power transmission were spread out over several dozen cables within the movable mechanisms of mobile devices.HID Global and Sony to form Alliance to Create Contactless Smart Card Readers for the Global PC Market HID Global. reliability and durability for mobile devices with movable mechanisms. Newly-developed technology facilitates both internal data transmission and power supply with a single cable Sony Corporation ('Sony') has developed 'single wire interface technology'. Intel. Industry Leaders Announce Open Platform to Bring Web to TV Today at the Google I/O developer conference in San Francisco. the video. trusted leader in solutions for the delivery of secure identity. leading industry players announced the development of Google TV-an open platform that adds the power of the web to the television viewing experience. DISH Network and Adobe. and Sony Corporation today announced they have entered into a Memorandum of Intent for a strategic partnership to jointly develop an embedded contactless smart card reader platform for the global PC marketplace. and Logitech. The jointly developed platform will be designed specifically for laptop manufacturers and will encompass Sony and HID Global contactless solutions and a broad range of other widely deployed technologies while supporting specific regional and application needs. such as hinges or rotating parts. Sony. This technology enables the internal wiring of a mobile device to be streamlined through a single cable (copper wire).
Sony aims to leverage the stability. music. future growth potential and opensource accessibility of Google's Android platform to further optimize its product development processes. game applications. expansive and evolving user experience. Sony Corporation (Sony) said that it was developing a network service platform called Sony Online Services (SOLS). and e-books over time.Sony and conservation international to bring never-before-seen 3d wildlife photography to biodiversity convention Sony Corporation (Sony) and Conservation International (CI) have teamed up to bring compelling wildlife photography in 3D to over 14. Germany. Sony aims to bring new and exciting entertainment experiences to customers. Through this alliance. . which is now called Qriocity™. Also announces plans for "Music Unlimited powered by Qriocity™" cloud-based music service Berlin. mobile and personal product categories.000 delegates at the United Nations Convention on Biological Diversity (COP10) taking place over the next two weeks in Nagoya. while also providing consumers with an open. including video. Qriocity is a network service platform that connects many of Sony's network-enabled devices and allows consumers to enjoy high quality entertainment across multiple devices. The two companies are exploring the joint development of compelling new Android-based hardware products for the home. The 3D images can be viewed at the "Sony 3D Kiosk" in the CI booth located at the Nagoya Congress Center. and through these services. Sony and Google Establish Strategic Alliance to Deliver Compelling New Cloud-based Products and Services with the Android Platform Sony Corporation and Google Inc. Japan. Via Qriocity. Sony announces "Video On Demand powered by Qriocity™" extending into Europe. and in combination with its networked devices. Sony will deliver a variety of digital entertainment content and services that are "powered by Qriocity". (NASDAQ:GOOG) announced an alliance to provide a range of new and rich entertainment experiences that combine Google's open-source Android platform with Sony's expertise in technology and product design.
Tokyo.Sony today announced the development of an energy storage module using lithium-ion rechargeable batteries made with olivine-type lithium iron phosphate as the cathode material (hereafter referred to as 'olivine-type lithium-ion iron phosphate cell'). June22.2kWh-class capacity.Sony commercializes world's first*1 16. Key features of olivine-type lithium iron phosphate cell include high power output. In addition. the new module is compatible with stationary power supplies such as UPS (uninterruptible power supply) for data servers or as a backup power supply for mobile phone wireless base stations. 2010 . which also include the smallest and thinnest*1 model for mobile phones. 2010. long-life performance and excellent thermal stability. Japan. Sony Develops a "Rollable" OTFT*1-driven OLED Display that can wrap around a Pencil Sony Corporation ('Sony') announced that it developed a super-flexible 80 μm-thick 4.2kWh-class energy storage module using lithium-ion rechargeable batteries made from olivine-type lithium iron phosphate Tokyo.1-in 121 ppi OTFT*1-driven full color OLED display which can be wrapped around a thin cylinder. Sony develops 1. Furthermore.Sony Corporation announced the commercialization of two new "Exmor R" back-illuminated CMOS image sensors with dramatically improved photographic performance including significantly high sensitivity and low noise.41 Megapixel "Exmor R™" backilluminated CMOS image sensors for mobile phones October 7. The newly-developed module is an energy storage module with 1. Multiple modules can be connected either in series or in parallel to easily expand to a higher voltage or capacity. This is also the first time that "Exmor R" is commercialized for the use in mobile phones. 2010. Sony will launch two new lens modules equipped with these image sensors. Sample shipments of the new module are scheduled to begin from June. . Japan .
The most important contribution in innovations at Sony is due to its creative work Force Since its establishment in 1946. gender and the presence or absence of physical limitations -. building continuously on its achievements to create new lifestyles. personal development Sony aims to operate human resources system of next generation and to further encourage personal growth through providing access to training programs tailored to different regional needs. Diversity Sony actively utilizes and nurtures the diverse characteristics and ideas of our employees in each region. Employee management communication Sony values communication between management and employees. which is essential in conveying management policies to employees and encouraging employees to voice their opinions. adopting an innovative approach to this challenge that exceeds national and regional boundaries.irrespective of nationality. . services and lifestyles around the world depends on its ability to secure talented employees with a wide range of values and personalities -. culture. race. Sony acknowledges that its ongoing ability to offer dream-inspiring products. Sony has also fostered groundbreaking new businesses. Believing its employees to be one of the most important aspects of its corporate foundation. Human resources system. Sony has sought to remain at the forefront of technological development.and to create employment environments that enable these individuals to fulfill their potential.
Work life balance Sony seeks to offer versatile working styles that cater to different lifestyles and enable employees to fully express their abilities. Sony's human resource policies broke all traditions. Occupational health & safety Sony strives to adopt sound labor and employment practices and to maintain a healthy." The plant manager removed clocks. equal opportunities Sony strives to create dynamic workplaces where human rights are respected and equal employment opportunities allow individuals to make the most of their capabilities. Sony also shone its innovative light. Besides the fact that one of the early production locales was in a decrepit wooden shack where workers had to use umbrellas to protect themselves (and the electronics!) from the leaky roof. Try to do something truly creative. Sony cofounder Ibuka had the vision of a plant with fixed production and a strict plant while giving people freedom to do what they wanted.Human rights. safe and productive work environment. In the 1960s. abolished worker dormitories in place of small homes and formed a "cell" method of manufacturing whereby small teams would develop their own production output targets. Conclusion In production. he gave instructions to the new head of Sony's semiconductor plant: "You are free to do there whatever you like. implemented a voluntary pay system for meals. Management's role was to help the cells solve production dilemmas. Sony eschewed the common Japanese method of consensus in decision-making (called ringi) and gave people authority to make .
Furthermore.htm http://www. is Sony still the innovative guinea pig it once was? Along with that challenging question.Innovation%20and%20Liability%20for%20Contributory%20Copyright %20Infringement. For example.CSR Enlightenment.net/SonyInfo/ http://www.Basic Philosophy of Supply Chain Management. was hired on in a management role earlier while he was rising to fame as an opera baritone. the free encyclopedia. who became the company's chairman in the mid-1990s. the transition from CRT televisions to LCD (liquid-crystal display) TVs. Reference: http://www.Sony%20Global%20-%20Design1.htm http://www.Sony Global . the question naturally surges forward as to whether or not Sony should divest itself of the content business and shed its movie studio and record label. New Sony employees of all ranks and descriptions were required to spend a few months on the production line to learn the company's products and processes.htm http://www. Sony placed engineers and scientists in sales jobs to understand that new products also needed to be saleable.Sony Global . and the last major "fight for the format" between Sony's BluRay DVD technology and Toshiba?s HD-DVD.Sony .mht http://www. The collective group of differences in Sony's management made the company known as the "guinea pig" (Ibuka was even given a statue of a guinea pig by the Emperor of Japan). grappling with the convergence between mobile phones and game sets. Norio Ohga. Sony sought to fill senior posts with people from a wide variety of backgrounds. students are also asked to think about how Sony can apply its process for innovation to its current challenges such as: the dominance of Apple's iPod.Wikipedia.Sony%20Global%20%20Innovation%20for%20Sustainability.htm http://www.sony. Fast-forwarding to 2006.htm . Furthermore.independent decisions.sony.
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