Gartner Research

Sony's PC Exit Proves That Every Brand Needs to Constantly Re-evaluate Its Position

Published: 27 March 2014

ID: G00262454

Analyst(s): Mikako Kitagawa , Kanae Maita, Lillian Tay


Sony is selling its VAIO PC brand to concentrate on smartphones and tablets, highlighting that all consumer device vendors need to continuously redefine their value propositions and business models in order to remain relevant to target users, grow presence in the market and sustain profit.

Table Of Contents
  • Impacts


  • A Short History of the VAIO Brand

Impacts and Recommendations

  • Without the Sony name, and the ability to integrate with other Sony products, the VAIO brand will be weakened since consumers look for services that provide a cross-screen experience to add value to their hardware
  • Sony's exit from the PC business will open up short-term opportunities for device vendors in the mid- to high-end consumer and small business PC markets, especially in North America, the U.K. and Latin America
  • Sony's plan to concentrate its efforts and resources on evolving its mobile offerings will lead to increased competition in the mid-to high-end sectors of the smartphone and tablet markets

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