Sony Aibo Essay

875 Words4 Pages
Sony AIBO: The World’s First Entertainment Robot The Sony AIBO is the world's first "entertainment" robot which is positioned as a household companion. Although the price is quite expensive, AIBO has become a smash hit in Japan. But in the meanwhile, American market is less responsive in purchasing AIBO when compared to Japanese market. AIBO has yet to catch on with the mainstream in U.S. Therefore, Takeshi Yazawa, VP and general manager of Sony Entertainment Robot America, is facing the marketing dilemma that how to market AIBO to the American masses. Different from other “functional” household robots, AIBO is claimed to do nothing but provide “entertainment” by simulation some of the personality characteristics of a pet without the inconvenience of a real animal. Toshitada Doi, the founder of AIBO, believed that consumers were searching for a product that would provide "love, healing, and relaxation." Just like raising a baby, consumers can enjoy the growth process of AIBO, treating it as a “real” family member with emotions. Even each and every scratch can be a memory between AIBO and its owner. Japan and U.S. have different social conditions and cultures which resulted in different reactions to AIBO in both markets. In Japan, many Japanese lived in small apartments where real pets were not allowed. Therefore, AIBO could be a good and more convenient alternative, providing the similar experience of having a real pet. In addition, Japan is well-known as an aging country: already 30% of its people are over 60. This condition decided the customer segment of AIBO in Japan was growing elderly population. Japanese senior citizens were buying AIBOs as companions. In many ways, this fascination with AIBO was reflective of Japan’s general infatuation with virtual toys, since in Japanese culture, robots are heroes. While in America, it has different culture that

More about Sony Aibo Essay

Open Document