Sony Aibo Essay

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Sony AIBO In the case of the first generation AIBO there was less significance given on the task functionality, rather Sony emphasized primarily on the entertainment perspective. Sony went ahead with creation of a robot that could serve as a loving pet, without any hassles that a pet owner goes through. They tried to fill the need for love, healing and relaxation. In Japan, pets were not allowed in apartments & AIBO helped Japanese people to cherish the love of a pet without the requirement of emotional maintenance. One of the key features of the AIBO was that it could communicate with the owner and learn through training. Each AIBO thus developed a unique personality and could show emotions. With this, Sony had created a lovable pet. The target was the growing elderly population who felt lonely, and also for the working population who had no time to take care of a pet. Sony created a new space in the market in both entertainment as well as robot business. AIBO was a one of a kind product that had no competitors during its genesis; a lot of money went into the R&D for developing artificial intelligence, hence a part of the investment had to be recovered in the market if the product had to stay afloat. Sony specifically targeted the elderly customer audience and the working population because the initial price of AIBO was a whopping US$2500. Selling this product required people who were self-dependent or earning. AIBO had minimal advertising and promotion. Also, the fact that it was available only through the Internet, proves that Sony was not targeting the masses, rather it focused on the elite and created a niche product for them. Sony also generated the exclusivity quotient in terms of making available only 5000 initial units, followed with techniques like lottery-based sales, which helped create a stir in the market and maintain the buzz. The targeted customer

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