Is Sony Coming Back?

by Kris_Tuttle on September 7, 2009

It’s been a long time since we took a seri­ous look at (or even thought much about) Sony stock. (NYSE: SNE — $26.51)  We know they have  bit of a his­tory as a “value trap” but there is cer­tainly some poten­tial for val­u­a­tion improve­ment and higher stock prices if the com­pany can start doing some things right and maybe even inno­vate again.  A few recent things have coa­lesced in our mind after walk­ing through a fairly large retail com­puter store here in Paris an hour ago.

  1. They have rec­og­nized and seem to be ready to embrace a con­sumer rev­o­lu­tion in 3D com­put­ing that will demand new dis­plays and media cen­ters.  Sony hasn’t been a tech­nol­ogy leader in con­sumer enter­tain­ment for some time but they may have a chance to at least catch up a bit if they apply them­selves to the right areas. We think 3D is one such area and the new CEO of Sony has recently gone on record as say­ing they were com­mit­ted to main­stream con­sumer 3D dis­plays by the end of 2010.
  2. Mov­ing away from “crap­ware.”    Recently Sony did a deal with Google to pre-load their Chrome browser on their Vaio lap­top line.  We don’t yet know what the result­ing soft­ware foot­print will look on the Vaio post Win­dows 7 but in the past Sony lap­tops were so full of “free extras” that the machines could barely be used and hours would be spent remov­ing and dis­abling all these extra “fea­tures.”   Com­bined with a very high price rel­a­tive to other brands, most peo­ple stopped even con­sid­er­ing a Sony Vaio a few years ago.

Dur­ing a quick sur­vey of lap­tops on offer at the FNAC La Defense we were sur­prised how well posi­tioned the new Sony Vaio line was rel­a­tive to the myr­iad com­pet­i­tive offer­ings on dis­play.  In fact within the stan­dard lap­top lineup there were no com­pet­i­tive offer­ings that were close.  Most ven­dors, includ­ing HP, are using the same ugly and unin­spired design one would find three or four years ago.  (No won­der Apple keeps gain­ing share in lap­tops.)   The Sony Vaio line how­ever had the design, key­boards, size ranges and qual­ity fea­tures at the same or very close to the pric­ing of the generic, pretty mediocre competition.

We watched about a dozen seri­ous shop­pers sur­vey the offer­ings and the four dif­fer­ent Vaio offer­ings were the ones that all but one set­tled on.   Of course this is wildly and purely aneco­tal and doesn’t include many offer­ings from Lenovo or Dell bacause FNAC doesn’t sell them.  How­ever this is about start­ing to think dif­fer­ently about Sony rather than a mar­ket analysis.

On the net­book side we didn’t see a Sony offer­ing there.  FWIW the best qual­ity devices in that cat­e­gory appeared to be the Sam­sung and the Toshiba by a good mar­gin.  The other 10 or so devices looked tra­di­tional, iden­ti­cal and a lit­tle cheap.  (I’m typ­ing this on an Eee PC which I love but am already ready to trade up.)

On the desk­top side a new tier has appeared at the low end.  They fea­ture the Nvidia ION plat­form and the Intel Atom proces­sor at prices that start just above 200 Euros.  They bump into the next 300 Euro class of AMD-based machines and then things get more tra­di­tional with Intel-based desk­top machines in the 500–999 Euro range. As one might expect there are few more bor­ing places in the Infor­ma­tique sec­tion than the desk­top aisle.

I’ll be attend­ing the Broad­band World Forum for the rest of today and tomor­row but will be doing a bit more work on Sony as a poten­tial recov­ery story.

We’re always think­ing a lit­tle bit over here at Research 2.0…

[At the time of this writ­ing Research 2.0 has no posi­tion in the shares of Sony.]

Comments on this entry are closed.

Previous post:

Next post: