International. The new president and CEO of Sony, Kazuo Hirai, took advantage of the last IFA fair, held in Berlin, to present the company's new strategy, which seeks to mobilize people focused on their emotions and under the slogan "One Sony".
Under this new strategy, they want to give the organization a boost to deliver advanced technology products with new user experiences through greater synergies across all of Sony's businesses, from electronics and games to movies and music.
With this new concept, they launched a whole range of products for the broadcast industry under the 4K format, including the CineAlta F65 transmission camera, the cinema projection system and, as a great novelty, the 84-inch Bravia TV.
Kazuo Hirai added, "This is an extraordinary company going through extraordinary times. That forces us to face difficult realities and make tough business decisions. We must look at ourselves honestly and fulfill Sony's values and purpose. I am determined to do this with a keen focus, speed and execution."
During the IFA they also presented a series of cameras for professional and personal video that offer mobility, such as the HDR-AS15 action camera, which has special applications for sports lovers, such as SteadyShot image stabilization technology to offer fluid videos in high-motion sports.
There's also the NEX-5R camera, compatible with PlayMemories Camera Apps, a service for downloading new apps such as "Time-Lapse" and "Cinematic Photo" directly to the Wi-Fi camera.
