Abstract:
Sony Group will be absent from the 2027 CES Consumer Electronics Show, ending its decades-long history of participating in this electronics show in Las Vegas, and will instead increase investment in the entertainment content business. The spokesperson confirmed Nikkei's previous report that Sony and its affiliates plan not to participate in the CES show in January of the following year. Sony products have been featured at CES since the first show in 1967.
The PlayStation manufacturer no longer had an independent booth earlier this year, and only its Afeela electric car was displayed by its joint venture with Honda. The joint venture project has now been terminated.
Sony's complete withdrawal from CES will reshape the exhibition pattern of the world's top consumer electronics show. Sony has long occupied one of the largest booths at CES. Even if other Japanese peers have reduced their participation in the exhibition, Sony is still the main force of the exhibition and attracts a large number of audiences with its keynote speeches.
Sony previously followed the general trend of CES exhibitions tilting towards the automotive field and used the exhibition to promote its plan to cooperate with Honda in developing electric vehicles. The project was once one of Sony's most high-profile attempts to build a new carrier for content and artificial intelligence services. However, the project collapsed this year, and the two companies said they would re-evaluate the future of the joint venture established in 2022.
Sony said in a statement: "We will continue to strategically evaluate our activities and external communication methods based on the needs and priorities of our diverse businesses." The company said its focus continues to shift to entertainment, intellectual property, and related technologies that serve creators.
Sony's business focus is constantly shifting to the gaming, music and film and television sectors, and the importance of CES as a strategic display platform has declined. Sony is still the core supplier of automotive image sensors, and executives believe that cars are expected to give rise to new forms of in-vehicle entertainment in the future.
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