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‘One Sony' and the global customer experience

This is a story about Brand. and how Sony' s brand has been challenged by customer and competitors expectations. Customers expectations have been raised by the new digital experiences that they are now surrounded by or perpetually immersed in, google, facebook etc, this means that their expectations from a consumer electronics firm have been transformed, it is now harder than ever before to be exceptional in this landscape.
Secondly Sony has found itself in a market place where its competitors market their products (Apple, Samsung) to teenagers in Tokyo in the same way they do in Paris or Mumbai. Sony had a more fragmented approach taking a much more localised message out to its customers, which had diluted the brand.
This project was about the fight back it was and is about Sony speaking with one voice to its global customer base, to promote exceptional customer experiences in One Brand.

Simon Ashby

Simon Ashby

General Manager, Sony

Simon Ashby is a successful leader of large transformation projects in multi-cultural settings. Based in Tokyo, Simon is Leading multi-disciplinary teams in: Japan, US and Europe to deliver the next generation of Sony’s global web experiences. Away from the office, Simon enjoys balcony gardening and learning Japanese.

Jaydeep Korde

Jaydeep Korde

Client Principal, ThoughtWorks

Jaydeep’ s role at ThoughtWorkers is based around helping shape and initiate global programmes of work for ThoughtWorks. Jaydeep is a practising technologist and active investor in technology businesses in London and the Far East.